Aula - Atendimento ao Cliente - Do Briefing à Entrega

Introduction to the Masterclass on Customer Service

Overview of the Session

• The session is introduced by a speaker who welcomes Wilka, an expert in customer service and advertising. They will discuss a masterclass focused on client service from briefing to delivery with a special touch of advertising and marketing.

Speaker's Background

• Wilka holds a law degree from Unipe and has a postgraduate degree in digital marketing from ESP. She has over 20 years of experience in communication roles within the government, including significant positions at the Presidency's Special Communication Secretariat.

Government Experience

• Her governmental experience includes working at the Ministry of Health as a partnership coordinator. Currently, she works at Ilha Cruz-Midian, where she plans and produces campaigns for both public and private sectors.

Wilka's Introduction and Purpose

Personal Connection

• The speaker expresses gratitude for Wilka’s participation, highlighting their long-standing professional relationship during their time at the Ministry of Defense. This connection led to inviting her to share her expertise in client service within advertising.

Audience Composition

• The audience consists of representatives from various military branches (Navy, Army, Air Force), police forces (Federal Police, Military Police), and other governmental bodies, indicating a diverse group eager to learn from Wilka’s insights.

Wilka's Presentation Begins

Gratitude for Opportunity

• Wilka thanks Colonel Ribeiro for the invitation and expresses excitement about sharing her experiences related to government campaigns as well as private sector projects in an informal discussion format.

Importance of Briefing

• She emphasizes starting with discussions about "the Brief," which is crucial for any advertising campaign—highlighting its role in defining project objectives clearly before execution begins.

The Role of Briefing in Campaign Development

Dynamic Process Overview

• Wilka describes how client engagement is essential throughout all stages of developing an advertising campaign; this ensures clarity and effectiveness leading up to final results.

Initial Meeting Significance

• The initial briefing meeting sets the foundation for understanding project goals, timelines, and expectations—this can occur either face-to-face or online post-pandemic adjustments.

Crafting Effective Briefings

Clarity in Communication

• A well-crafted brief must be clear and objective; it should outline investment expectations, deadlines, target audiences, and desired communication tone effectively to avoid misunderstandings later on.

Adapting to Modern Communication Trends

• With changing internet habits among consumers (multi-screen usage), it's vital that briefs reflect current realities so that campaigns resonate with audiences effectively across different platforms like social media or outdoor advertisements.

Insights into Client Needs

Understanding Client Requirements

• Gathering insights during briefings helps identify clients' real needs while minimizing revisions later; better-prepared briefs lead to more successful outcomes when agencies understand production requirements clearly.

Understanding the Importance of a Clear Briefing

The Role of a Clear Briefing in Team Success

• A clear briefing document is essential for the entire team involved in a project to ensure everyone understands their roles and objectives, leading to successful campaign outcomes.

• It is crucial for the team to grasp the briefing thoroughly, as it sets the foundation for effective communication and execution of tasks.

Challenges Faced by Communication Teams

• As an account manager at a production company, receiving an approved campaign brief is vital; this initial brief must be translated effectively for the team to execute successfully.

• Effective communication with various departments within the production company (e.g., coordination directors, art directors) is necessary to align on project goals and execution strategies.

Identifying Communication Needs

• Understanding challenges outlined in briefs helps identify specific communication needs that must be addressed during campaign development. This includes recognizing target demographics and their preferred platforms (e.g., TikTok for younger audiences).

• The tone of communication should resonate with the target audience; informal language may not always be appropriate depending on who you are trying to reach. It's important to clarify these expectations with clients.

Time Constraints Impacting Campaign Execution

• Tight deadlines often hinder creative processes, limiting opportunities for market research or understanding audience behavior before launching campaigns. This can lead to suboptimal results if not managed properly.

• Account managers need flexibility in timelines; questioning whether immediate deadlines are necessary can help ensure quality outputs rather than rushed work that lacks depth or insight into audience needs.

The Essential Role of Account Management

Connecting Clients and Production Teams

• The account manager serves as a critical link between clients, agencies, and production teams, ensuring that all aspects of the briefing are communicated clearly internally. This role requires a comprehensive understanding of client needs and project complexities.

• Consistent alignment among teams through clear communication is vital; account managers must facilitate this process while being didactic about client objectives and expectations from briefs received.

Navigating Ambiguities in Client Briefings

• Often, briefs lack clarity regarding client intentions which complicates execution; thus, it's essential for account managers to extract detailed information from clients about their desired outcomes effectively.

Strategic Planning Following Briefing

Importance of Strategic Planning in Campaign Development

Understanding Target Audience and Communication Strategies

Importance of Knowing Your Audience

• Understanding the target audience is crucial for effective communication. It helps in tailoring messages that resonate with them.

• The behavior of young audiences has changed; they prefer shorter content, often engaging with videos lasting 15 seconds or less. Traditional longer formats may not capture their attention.

Engaging Content Creation

• Advertisements must be highly engaging to hold the attention of younger viewers, especially when using longer formats like 30 or 60-second films. Creative strategies are essential for success.

• It's important to evaluate how advertising pieces are being utilized across social media platforms to ensure they align with audience expectations and behaviors.

Pre-testing Campaign Effectiveness

• Conducting pre-tests before launching campaigns can provide insights into whether the creative elements effectively communicate the intended message to the target audience. This step is vital for refining marketing strategies.

• Using relatable personas, such as a fictional character (e.g., "Dona Maria"), can help assess if communications are clear and understandable for diverse audiences, particularly those from different backgrounds or regions.

Client Communication Challenges

• When clients struggle to articulate their needs, it’s beneficial to ask more questions rather than just listening passively; this approach helps clarify their expectations and objectives for campaigns.

• Effective questioning techniques can uncover deeper insights about what clients truly want from their campaigns, which is critical for aligning creative outputs with client goals.

Managing Changes During Projects

• Significant changes in client demands after receiving a briefing require careful management; this process is known as "rebriefing," which necessitates regrouping and reassessing project directions without compromising trust or delivery timelines.

• Ensuring key decision-makers are involved from the beginning of a project can minimize rebriefing instances and streamline workflow by preventing miscommunications later on in the campaign development process.

Strategic Planning in Campaign Development

• A well-organized strategic plan outlines all stages of campaign creation, including media planning and production processes, ensuring everyone involved understands their roles clearly from start to finish.

Creative Campaign Strategies

Importance of Media Planning

• Effective media placement and investment are crucial for storytelling in campaigns. Proper planning ensures alignment with strategic briefs and defines deliverables.

The Heart of the Campaign: Creative Proposal

• The creative proposal serves as the core of a campaign, translating client briefs into messages that resonate with target audiences.

Need for Innovation in Campaigns

• Today's campaigns must be innovative to achieve necessary reach and engagement. Sticking to conventional methods limits effectiveness.

Breaking Out of Conventional Thinking

• To stand out, campaigns should deviate from traditional approaches. Understanding audience behavior is essential for crafting unique proposals.

Engaging Design Elements

• A captivating design is vital; visual elements should grab attention and provoke curiosity about the campaign's message.

Memorable Campaign Examples

Impactful Advertising Memories

• Personal anecdotes highlight how memorable campaigns leave lasting impressions on audiences, emphasizing the need for impactful communication.

Connecting with Society Through Campaigns

• Successful campaigns not only engage but also connect with societal issues, addressing public concerns effectively through strategic messaging.

Case Study: Dengue Awareness Campaign

Addressing Public Health Concerns

• A case study from Ribeirão Preto illustrates a creative approach to raise awareness about rising dengue cases in the region.

Innovative Use of Technology in Campaigning

• The campaign utilized 100% artificial intelligence for production, showcasing modern techniques in regional television advertising.

Challenges and Successes in Creative Production

Unique Communication Approaches

• The campaign adopted a fun tone while addressing serious health issues, demonstrating creativity in engaging audiences without trivializing the subject matter.

Collaboration During Briefing Process

Audio and Film Production Process

Overview of Jingle Creation

• The discussion begins with the presence of both an audio producer and a film producer, emphasizing the importance of creating a jingle as part of the scriptwriting process.

• The speaker highlights various recording locations (home, school, restaurant) and how these settings influence communication style in production.

• The jingle is crafted during the creative phase, where the agency's creative team writes the script and develops a briefing for audio production.

Audio Production Insights

• The audio producer constructs the musical track while considering gender-specific elements in sound design during both briefing and execution stages.

• Challenges arise when generating music in multiple formats; post-production tools like Photoshop are utilized to assist in certain aspects of production.

Execution Phase

• Transitioning to execution marks when campaigns become tangible; insights from 20 years in advertising highlight complexities involved in producing effective campaigns.

• Emphasizes the role of account management throughout each stage to ensure timelines are met and briefs are adhered to.

Pre-production Details

• Pre-production requires an approved script; caution is advised if scripts arrive unapproved, especially regarding scene details.

• Decoupage involves breaking down scenes with directors to create storyboards that outline filming specifics such as character actions and settings.

Planning for Filming

• Detailed planning includes selecting appropriate locations, props, actors, costumes, and establishing a shooting schedule.

Continuation of Pre-Production Discussion

Importance of Organization in Pre-Production

• Emphasizes the necessity for careful organization during pre-production to avoid unforeseen issues, especially when dealing with high-tech equipment.

• Highlights that effective communication and risk management can reduce financial risks and prevent rework during this phase.

Case Study: Banco do Nordeste

• Introduces a case study involving Banco do Nordeste, showcasing the use of artificial intelligence in film production.

• Describes how the project was designed to present a success story to clients through film.

Beneficiary's Story: Bia's Transformation

• Shares the narrative of Bia, a beneficiary who utilized credit from Banco do Nordeste to establish her beauty salon, illustrating personal transformation.

• Discusses the surprise element in filming where Bia was unaware she would be recording with Simone, which added emotional depth to the experience.

Filming Challenges and Successes

• Details challenges faced during filming when Bia initially froze upon meeting Simone but eventually relaxed due to supportive interactions.

• Notes that after participating in the campaign, Bia experienced significant growth in her business, leading her to consider expanding her salon.

Impact of Campaign on Beneficiaries

• Reflects on how showcasing real beneficiaries like Bia adds authenticity and emotional resonance to advertising campaigns.

• Conveys that witnessing beneficiaries' life changes is profoundly impactful for those involved in production.

Production Insights and Logistics

• Mentions logistical challenges faced during production, including tight deadlines for setting up elaborate sets involving over 150 people.

Inquiry About Government Support for Business Plans

Question on Government Assistance

• A participant asks about support from federal entities like Cebrai or BNDS regarding business plans necessary for securing funding.

Response Regarding Advertising Investment

Funding for Publicity in Government

Importance of Budget Allocation for Advertising

• The speaker emphasizes the necessity for government agencies to participate in bidding processes to secure funding, particularly for advertising budgets.

• Highlights that various ministries, including Health and Education, have significant advertising budgets, suggesting that more departments should also receive adequate funding for publicity efforts.

Strategies for Securing Advertising Funds

• Advises reaching out to planning officials to advocate for a portion of the budget to be allocated specifically for advertising purposes.

• Discusses the potential of using stock images and other cost-effective production methods available today, indicating that while some productions can be expensive, there are affordable options depending on the project scope.

Production Timelines and Costs

• A question is raised about the average time required from initial briefing to final delivery of a production. The speaker notes that pre-production can take around ten days.

• Explains that once a project reaches their stage, they typically have about ten days from pre-production through post-production before delivering the final product.

Case Study: Recent Production Experience

• Shares insights from a recent campaign where multiple formats were produced within tight deadlines; highlights the complexity involved in delivering content across various media platforms.

• Details costs associated with high-quality equipment and extensive crew involvement necessary for large-scale productions, emphasizing how these factors contribute significantly to overall expenses.

Challenges Faced During Production

• Describes logistical challenges encountered during filming in remote locations, stressing the importance of meticulous planning and communication among team members.

Capturing the Pantanal Experience

The Journey Begins

• The narrator describes a tense moment while preparing to sleep in the Pantanal, highlighting their awareness of potential dangers like jaguars.

• As night falls, logistical challenges arise; one boat runs out of fuel, causing concern for the safety and timing of their return.

• Communication is crucial; they discuss strategies for navigating through darkness and avoiding obstacles in the water.

Challenges Faced During Filming

• The first recording session proves to be intense due to unexpected weather conditions, but it becomes a memorable experience.

• Despite losing light during filming, the team manages to adapt and prepares for post-production adjustments.

Post-Production Insights

• Emphasis on efficiency: footage is quickly transferred to editors for timely film assembly due to tight deadlines.

• Collaboration with sound designers enhances the film's atmosphere by integrating natural sounds like rain into the final product.

Attention to Detail in Editing

• Concerns about text readability arise; discussions on how fast-paced subtitles can hinder viewer comprehension are highlighted.

• Accessibility features such as audio descriptions and closed captions are incorporated into all films produced.

Creative Techniques in Production

• A case study showcases innovative techniques used during filming, including rotoscoping and creating artificial environments.

• The campaign for Caixa Loterias demonstrates creative storytelling that diverges from traditional advertising approaches.

Client Involvement and Understanding Value

Overview of a Unique Film Project

Introduction to the Film

• The speaker introduces an innovative film project, mentioning a unique location—a castle in São Paulo.

Challenges in Filming

• Discusses the complexities faced during filming, particularly the challenge of camouflaging characters within their environment for a movie produced by Embratur.

Production Details

• Highlights the need for early morning shoots to capture sunlight effectively, emphasizing that filming started at 3 AM and continued until 2 PM to achieve desired lighting conditions.

Themes and Goals

• The film aims to promote Brazil as a desirable destination for both residents and tourists, showcasing its diverse regions.

Technical Aspects of Filming

Equipment Used

• Utilized drones and underwater cameras for various scenes, indicating advanced technology integration in production.

Campaign Context

• Mentions that this project is part of a federal government campaign aimed at promoting Brazil's image during year-end festivities.

Diversity in Film Production

Representation in Films

• Stresses the importance of diversity in government films, which is considered a key pillar by agencies involved in production.

Behind-the-Scenes Insights

• Provides insights into the making-of process, noting that this particular campaign was filmed over 20 days with continuous team collaboration.

Team Dynamics and Collaboration

Team Structure

• Describes having a fixed team of 72 people rather than freelancers, fostering strong connections among crew members throughout projects.

Emotional Investment

• Emphasizes that each project is approached with passion and dedication, reflecting on how deeply they engage with Brazilian culture during production.

Innovations in Animation

Use of AI Technology

• Introduces advancements made using AI tools for animation work within their productions, including lip-syncing capabilities for animated characters.

Creative Process

• Shares excitement about new creative possibilities enabled by technology while discussing ongoing projects related to Brazilian culture.

Production Costs and Logistics

Cost Efficiency

• Discusses how certain productions can be more cost-effective due to streamlined processes involving fewer locations and smaller casts.

Internal Collaborations

Presentation Summary Insights on Communication and Client Engagement

Overview of the Presentation

• The speaker discusses the collection of scene objects available on the island, emphasizing that all work was done in post-production without filming.

• Acknowledges the role of post-production specialists in enhancing film quality, highlighting their expertise in delivering excellent results.

Importance of Communication

• Stresses that effective communication is crucial for successful project delivery and client satisfaction. The speaker expresses gratitude to the audience for their attention.

• Mentions various films produced by their team, including a notable project with CoCredi, which received positive feedback from clients and stakeholders.

Professional Experience and Client Relations

• The speaker reflects on their long-standing professional relationship with a colleague who contributed significantly to meeting expectations during the presentation. They highlight the importance of experience in advertising and customer service.

• Discusses strategies for building relationships with clients who may not fully understand their needs or how to achieve them, emphasizing guidance throughout the process.

Lessons Learned from Diverse Experiences