Same Agency — Different Methods

Week 2 of this journey really allows you to see inner workings of what BETC is all about. I’m able to point out the differences and similarities that happen back in Chicago and here in Paris.

The most eye-opening difference is the fact that meetings really don’t exist unless absolutely needed. This has opened up so much time to actually think, research, concept, and create insights that can be turned into creative ideas. Meetings are necessary, yes, but I think they sometimes take us away from the creative process — whatever that may be for someone.

Creative briefs are something that are the closest in similarity between the two agencies. As long as your strategy is solid and your insight grounded in truth, you’re going to have the opportunity to make amazing work. Having those two elements in a brief can lead to so many ideas and great thinking. I think it’s also important to always ask “why.” I’ve been taught to never feel bad for asking why. It helps everyone understand the brief a little more. Why are we targeting these people? Why aren’t people buying this product? Why did we choose this insight? Always ask why.

That’s it for week 2.