Translating Creative Strategies for Tech Companies

The Charles Group, situated in New York, is a full service Digital Agency with clients such as Boston Consulting and Birkenstock.

I was contacted by Beth Bainbridge, Director of People Operations at The Charles, who was looking for support with two of their talented Art Directors, creative individuals dealing with highly technical companies.

The issues:

1. A lack of confidence when explaining the rationale behind a creative strategy or decision;
2. Unclear when translating creative ideas to a technical audience;
3. There was a tendency to sound too scripted, then easily caught off-guard by the unexpected.
4. Increasing variety in voice plus how to achieve physical presence on virtual calls;
5. Handling difficult questions without stumbling.

The training had to be virtual and combine peer learning with one-to-one coaching.

The intervention was provided online in four weekly shared 3.5-hour sessions with both the Art Directors.  Each of the also had one half-hour one-to-one with me for presentation and feedback before the shared weekly sessions began, and then after the fourth shared session,where they gave a final presentation, benefiting from video, written and verbal feedback.

During the weekly sessions, other pitches were shared in which peer feedback became an important of development.

Areas covered included:

1. How to plot a pitch a presentation, without being tied to it;
2. Speaking off the cuff (with exercises from theatre improv!);
3. Body language and voice exercises;
4. Effective visual aids;
5. Transposing creative concepts into commercial contexts;
6. Preparing rationales for Marketing strategies;
7. Building confidence, even when uncertain;
8. Dealing with difficult questions.

For the result, I’ll hand you over to Beth…

“The results were noticeable – and remarkable – before the sessions had even finished.  The clients have asked for assurances that both Art Directors will head their projects.  Because ideas are articulated much more tangible and engaging, proposals are accepted much quicker than before so there’s a concrete commercial pay-off. “

Beth Bainbridge, Director of People Operations,The Charles NYC

“Not only have colleagues and the Directors remarked on how engaging my presentations have become but our clients (in tech) grasp our concepts quicker meaning the whole process has sped up.”

Liam Speranza, Art Director, The Charles NYC

“The training helped me switch up my gravitas when required and generally alter my tone to match the circumstances.  I’m sounding – and feeling – more confident. The changes were noticed by my colleagues, even before the training had finished! And afterwards…a promotion!”

Ashley McGarry, Associate Creative Director, The Charles NYC