Commonwealth Bank

Marie Agudera

THE WORK IS THE RESEARCH IS THE RESULTS IS THE work

So it's a little complicated. The work I want to talk to you about is not an ad, campaign or piece of branded content. It is not the instant result of a single brief or a single insight, but instead has emerged from a framework that has served as both the platform for the creative idea and the parameters within which it had to live.

Because the work is something new and rather complex, it required a diverse set of skills. To keep things simple, this paper does not highlight what or when each individual or discipline made their contribution, but there were different moments when the task required data planners, digital planners, channel planners, brand planners, creatives, account managers, and an information architect. Regardless of title, the same principles of strategic thinking applied.

The process, which is ongoing, is not a linear one so this paper does not attempt to write the events in storybook fashion. In fact, out of the entire process we're going to jump straight to the part where the strategy informed the concept and indeed the final execution. And really, to be true to the creative idea, we have diagrams that convey the same information as these 1,200 words.

REFRAMING THE TASK