Matt Magee From PJA Advertising + Marketing: Design Techniques To Improve Ideas

Matt Magee, Strategy VP at PJA Advertising + Marketing, published an article on the webpage of ANA (Association of National Advertisers) where he shares three specific design strategies that have been tested by his agencies and helped them improve the quality of their ideas and the way they work jointly to generate them.The first has to do with inspiring questions. He explains that the way a project ends depends on where it started. This is done as an in-person exercise between the agency team and the client, in which everyone writes inspiring and open questions, they are then classified and it is decided which one truly represents what they are trying to achieve.Lastly, the impact versus investment matrix technique, a smart way to prioritize which ideas get resources and attention. The aim is to show the impact of marketing in the vertical axis -from low to high- and in the horizontal axis, the level of investment -from low to high-, including time and effort, as well as money. Then you work as a group to put each of your ideas into a quadrant. “This unforgiving matrix has really helped us avoid the tyranny of too many choices and makes it clear where our best opportunities are.”