The document provides tips and advice for digital production leaders at agencies. It recommends asking questions early in the process about goals and longevity. It also suggests hiring more digital designers and having technologically knowledgeable people involved from the start. Finally, it lists resources for mobile design and trends in digital advertising and design.

1. TAKING IT BACK TO THE AGENCY
11.04.11

2. ELIZABETH KIEHNER
@KIEHNER

3. PRODUCTION LEADERSHIP NEEDED
Be a fearless leader, not an order taker. Ask why? And start thinking about your
interactive as early as possible.
• What is the goal of this website or this i-pad app? What will the press release say?
• Never stop asking questions like how long does this ‘thing’ need to live for?
• How do we update it?
• Have a Google strategy. We didn’t talk too much about search engine marketing but
it is essential.

4. AGENCY TEAMS
A few tips on who to hire and how you will play together.
• Hire more digital designers
• Traditional creatives need to brainstorm with UX people and developers
• Some of the best digital producers are people who once were developers
• A 25-year-old developer will be going head to head with fifty-year-old ECD
• Have someone technologically knowledgeable in the room as early as possible
• Use your internal team for pitches and prototypes, but hire specialists for the rest
• Hire an digital strategist if you do not have one in place at your agency

5. THREE PEARLS OF WISDOM
This is easy.
• Always present work in context. http://www.designerstoolbox.com/
•Know how your client is measuring the success of your digital campaign (clicks,
uniques, data)
• Sell the emotion of the experience.

6. KNOW WHAT’S HAPPENING
Check out The FWA (http://www.thefwa.com/)
Design Charts (http://www.designcharts.com/) for the cool shit.

7. TRENDS & CREATIVE INSPIRATION
http://www.psfk.com/category/display-categories/advertising-branding
http://www.creativity-online.com
http://www.fastcodesign.com/tag/interface-design
http://mashable.com/social-media/
http://www.nytimes.com/pages/technology/internet/index.html

8. RESOURCE LIST FOR MOBILE AND TABLET
The Mobile Design Process
http://mobile.tutsplus.com/tutorials/mobile-design-tutorials/the-mobile-design-
process/
The Dos and Don’ts of Mobile Applications
http://www.getelastic.com/mobile-app-dos-donts/
iPad Apps Dos and Don'ts
http://www.uxbooth.com/blog/ipad-app-dos-and-donts/
Considerations for Mobile Design
http://www.uxbooth.com/blog/considerations-for-mobile-design-part-1-speed/
Best sites to get mobile resources
http://www.ekoob.com/best-sites-to-get-mobile-resources-4523/
Smartphone Infographic
http://rww.readwriteweb.netdna-cdn.com/assets_c/2011/06/the-intellegent-
shopper-30494.php

9. Stndrd_ @
Digital
RFP
Checklist
CREATIVE
DEVELOPMENT
o
Brief
Objective
(Brand
Awareness,
Product
Sales,
etc) o
Target
group
(Primary/Secondary)
o
Campaign
Project
Lifespan o
Other
Brand/Campaign
Creative/Strategies/References
o
Other:
ASSET/PROJECT
PREPARATION
o
Brand
Guidelines o
Information
Architecture
o
Graphics/
Logos/
Fonts
/Etc. o
User
Flow/User
Experience
o
Other:
SCOPE
o
Brand
site o
Mobile
application
o o
Online
game
o
Rich
media
ad
units
o
Social
media
application
o
Campaign
site o
Web
videos
o
Other:
ASSET
GENERATION
o
Design
Development
(Graphic
Design/Illustration)
o
3D
Rendering
o
Live
Action
Shoot
(Partner/Director:
) o
2D
Rendering/Compositing/
Animation
o
Stock
Footage/Photography o
o
Sound
Design o
Music:
Licensed/Original
o
Sound
Mix o
Other:
SCHEDULE
o
Start
date o
Approval
deadlines
(including
client/legal
reviews)
o
Creative
review
dates
(#of
revisions,
timeframe
for
approvals)
o
Final
delivery
date
o
Tracking
strategy
and
dates
o
Launch
date
o
Animation/build
dates o
Post-launch
optimization
o
Alpha
delivery o
o
QA
schedule
TECHNICAL
CONSIDERATIONS
o
Screen
Resolution o
o
OS
Compatibility o
Licensing
of
Software
Required
o
CPU/Processor
Speed
Requirements o
Localization
Requirements
o
Browser
Compatibility o
Admin/Moderation
Requirements
o o
Integration
with
Current
Brand/Project
Back-End
Environments
o
Hosting/hardware
Requirements
(server
setup,
CDN)
(Client
IT
Management)
o
Page
Load
Limitations o
o
Search
Engine
Optimization
Requirements o
Support
Agreement/Requirements
OTHER
CONSIDERATIONS
o
Licensing
of
content o
Awards
submission
and
project
credentials
o
Full
outline
of
scope o
Team
and
time
needed
o
Full
listing
of
deliverables o
Other:

11. make images bleed if possible

12. make images bleed if possible

13. What challenges do you face at your agency and
how can we help you today?

14. THANKS!