For creative agencies like Better, it’s been about adapting to those unpredictable changes and developing new ways of working. But the situation has brought one positive — the opportunity to continue digitising, streamlining and strengthening our BetterBrandBuilder programme.
From moving face-to-face workshops online to gaining insight through testing and making more informed decisions, we’ve been able to underpin, fine-tune and improve our overall process.
In fact, these innovative tools have allowed us to continue delivering ongoing national and international projects with minimum disruption. And just as remote working has levelled the playing field for many brand agencies, further digitisation has meant less emphasis on locations and head offices, and more focus purely on process, people and projects. Exactly as it should be.
Our Creative Director, John Taylor, said: “More often than not it’s restrictions that trigger the most creative thinking. Creatives hate restrictions, so they tend to think twice as hard to find ways to overcome or subvert them.
“COVID-19 has placed all manner of restrictions on us globally, as a nation and as a business but in doing so, it has forced us to work smarter than ever.”
Together is better
In an evenly poised creative and strategic environment, working together has always been a crucial part of building brands that finely balance the remarkable with the relevant; that goes for both internal and agency-client perspectives. But in the COVID-19 world of working from home and social distancing, there’s potential for spontaneous creativity and off-the-cuff conversations to be lost in a sea of video calls and email threads.
Given the circumstances, it’s somewhat ironic that despite being further apart than ever, we’ve found new ways of working that bring us closer together. Whiteboard style tools have allowed workshops to continue seamlessly online, bringing an interactive element that otherwise would’ve been restricted to good old pen and paper. As well as being more engaging, this has helped streamline different sections of our process, enabling key elements to be fluidly imported, exported and called upon as a project develops. Throw cloud-based working into the mix and we’re left with a truly streamlined package that has efficiency, flexibility and collaboration at its core.