an introduction to the workshops world, its meaning and the understanding when they might be a powerfull tool to unleash creativity for your business

1. The
W RKSHOP
POWERED BY

2. W RK S H O P
The
QUESTIONS ABOUT
W
THE
5
workshopS

3. W RK S H O P
The
hat a workshop is?
a structured approach to ensuring that a group of people can
reach a predetermined objective in a compressed timeframe,
supported by an impartial facilitator.
W1

4. A methodology to ENSURE you
reach your destination
W R K S H O P
The

5. W RK S H O P
The
hy running a workshop?
To UNLEASH your
team’s inner creativity
W2

6. To UNLEASH your
team’s inner creativity
W R K S H O P
The

7. W RK S H O P
The
hen doing a workshop?W3
Many factors should trigger the need of
running a workshop, both people and subject
oriented.
(it’s not jus about creativity)

8. Agreement and Commitment
Ideal when the subject requires
buy in and action from other
people.
Background
When dealing with something that
needs input from different areas of
knowledge/experience.
Way Forward
When dealing with something that
requires ACTION, independently if
is something for
short/medium/long term.
Creative Approach
When dealing with something that
needs an out of the box output.
Many factors should trigger the need of
running a workshop, both people and subject
oriented.
W R K S H O P
The

9. W RK S H O P
The
hat a workshop is useful for?W4
Creative workshops are a fundamental tool for
many kind of objectives. They can be run not
only for “ad hoc” projects but for a specific
stage of a longer process as well.

10. PROBLEM SOLVING
W RK S H O P
The
CLAIMSTORMINGINNOVATION COMUNICATION
STRATEGIC FEEDING
Creative workshops are a fundamental tool
for many kind of objectives. They can be
run not only for “ad hoc” projects but for a
specific stage of a longer process as well.

11. •New variants development for the core business of
INNOVATION
We run Creative workshops for Innovation in a broad sense.
We help to build new ideas in any aspect of the business in which
there’s room for improvement (even if you don’t see it!).
A better or new product/service/experience, a more relevant variant
strategy, even a more effective/efficient process…you name it.
W R K S H O P
The
EXAMPLE ARGENTINA EXAMPLE MEXICO
•To stimulate and inject the innovation spirit
bacillus within Marketing and R&D teams.
OBJECTIVES OBJECTIVES
Ideation session for different areas of the business based on
the innovation canvas process.
•product and services
•Purchase and “in use”
experience
•Internal processes
•Relationship with customer
Creation of potential new themed platforms to build a new
brand arquitecture.

12. COMUNICATION
We help to ensure GREAT BRAND
COMMUNICATION, creatively WOW but also
strategically in line with the brand
W R K S H O P
The

13. We are communication translators. We have the ability to speak
both, agency and client language because we were at both sides
of the desk. We have lot of experience working with both along
the whole communication process, helping them to arrive
together to effective and impactful communication/activation.
PROCESSES
The “WHAT” and
“WHERE”
The “HOW”BRAND
FILTERS
Brand strategyobjectives
BRIEFING CREATIVE
Campaign Idea &
Executions
COMUNICATION
W R K S H O P
The

14. BRAND
CAMPAIGN
TOOLKIT
COMUNICATION
we are able and happy to collaborate along the whole communication
process, since the creation of a new brand/campaign communication
idea until the development of a specific campaign executional ideas.
We work in a modular system, you can invite us to participate along the
whole process or to hire us just to run workshops
W R K S H O P
The
CreATivE
ExPlosiOn
Workshop
stage
CHANNEL
CREATIVITY
EXECUTIONS
CORE
CREATIVE
IDEA
Workshop
stageDevelopment stage Development stage
• Co-creationof BRANDCORE
CREATIVEIDEAS,aswellas
CAMPAIGNIDEASbuiltonthe
brand’sone.
• Weensurethe“executionability”of
theidea,avoidingtoendupwitha
“niceidea”butthatwon’tland.
• We work asagencies’glue,ensuring
firstcreativeworkroutesfor
differentchannelexecutionwork
togetheralignedas ONEcampaign
• Creativity,distillation andlandingof
thefinalcampaign,buildingfrom
firstagenciespre-ideasandevolving
withworkshopinputsandnewideas
generated.Duringthejourney
• We collaborateinthefinalcampaign
finetuningand itscommunication
packdevelopment.

15. Worked for brand along the whole communication process.
1-A CORE CREATIVE IDEA Workshop facilitation, where we clarified and adjusted the path of the brand
positioning, and co-create a new BRAND IDEA.
2-Worked together with Y&R and Digital Agency on landing executions for different campaign creative routes
3- Run a CHANNEL CREATIVITY EXECUTIONS Workshop, to evolve , define and agree final campaign executions .
4-Led the development of the BRAND CAMPAIGN TOOLKIT fed and assisted by the agencies.
COMUNICATION
W R K S H O P
The
EXAMPLE MEXICO
DÁTELO
INTEGRATED
COMMUNICATIONAL IDEA
?
RESULTED ON A NEW WINNING BRAND CORE IDEA
+70%
PREFERENCE
Over
previous
brand idea

16. CLAIMSTORMING
W R K S H O P
The Claimstorming workshops are a fundamental tool to help project teams
to give real substantiation and credibility to product benefits, no matter
they are functional or emotional ones.
Claimstormings are not just a brainstorming session, it should be
conceived strategically to put in place a clear short/medium/long term
action plan for a brand/range/products claim wise.
CLAIMS MAPPING
•Types of benefit and competitiveness
strength
•Long Term strategic Road-mapping
5 senses
DEMOS Ideation
•Identify potential demo areas
and their relevance and
persuasiveness
CLAIMS GENERATION and
CLUSTERING
•Generation of a wide stretching kind of
claims
•Filtering and Clustering on relevant
strategic themes

17. CLAIMSTORMING
W R K S H O P
The
A strategic range approach recommendation with claims clustered by
brand territory’s growth pillars within the target category
EXAMPLE GLOBAL
Workshop facilitation to develop new killer claims for the construction
of a sub-range concept re-launch for
OBJECTIVES
OUTPUT
Concepts Developments
Ingredients & Range Naming
Strategic analysis and market
RE-Segmentation
Brand category territory definition
and its pillars identification
Claims brainstorming for each of
the brand territory’s pillars
1 2 3 4

18. CLAIMSTORMING
W R K S H O P
The
Huge experience working in Unilever NA
leading a multi disciplinary team to
develop competitive and non
competitive claims for Deodorants
category that ended up in market
winning communication
EXAMPLE NORTH AMERICA
Degree deodorants don’t
give odor a fighting
chance
-
Body responsive formula
starts acting
immediately and
responds the moment
your temperature rises
or life gets intense--and
keeps odor from
EXISTING
Secret fragrance
fades along the
day, while Degree
releases extra
bursts of fragrance
all day long
-
Protection in sync
with your body
Others go on clear.
Only Degree Ultra
Clear stays that way
-
100% Little Black
Dress Approved

19. CONSUMER
PRODUCT
•Opportunity1: xoxoxo
•xoxoxox
•Opportunity2: xoxoxoxoxox xoxox
•Opportunity3: xoxoxoxoxox xo
•Opportunity1: xoxoxo xoxoxox
•Opportunity2: xoxoxoxoxox
•xoxox
•Opportunity3: xoxoxoxoxox xo
•Opportunity1: xoxoxo xoxoxox
•Opportunity2: xoxoxoxoxox xoxox
•Opportunity3: xoxoxoxoxox xo
ROUTE TO
MARKET
PROBLEM SOLVING
OBJECTIVES
EXAMPLE ARGENTINA
Their objective is to help clients to UNLOCK problems/issues that “at
the surface level” seems to have no solution, or at least not a more
effective new one.
Problem Solving workshops are not specifically marketing oriented,
they are useful for any subject/area of the business, from supply chain
until HR, for example.
MISSION: YOYOYOYOY YOYOYOY YOYOYOY YOYOYO
PORTFOLIO STORYWHAT
APPROACH 2
TARGET AWHO
HOW
TARGET B
APPROACH 1
Many opportunities to solve the project objective were
identify in the defined 3 key areas of the business
• Re-think and Re-solve the route to market access long term strategy for one of its products brand
• Search for strategies that speed up the brand fidelity process with new distributors
• Portfolio sustainability
A new strategic model was developed to approach the
market
W R K S H O P
The

20. STRATEGIC FEEDING
We also make valuable use of workshops as specific
milestones of longer marketing processes, in order to co-
create, feed with information and POVs , build team spirit,
and get alignment/commitment amongst others.
BRAND ARCHITCTURE
W RK S H O P
The

21. W RK S H O P
The
ho to hire for running a workshop?W5
A workshop facilitator has always to be a skilled person, impartial
with no stake in the outcome of the workshop.
It always should come from outside.

22. At we LOVE running workshops, literally.
We are like a Workshop Factory, where we carefully plan and build
them, step by step, each of their moments, depending the objective,
the type of clients and their needs, and specially thinking what our
long experience says what is right for that specific session.
W RK S H O P
The
WE WANT TO HELP YOU!

23. STAKEHOLDERS
INTERVIEWS
PROJECT
ANALYSIS
PROJECT
BRIEFING
PROJECT
PROPOSAL
PRE-WORK
WORKSHOP
REPORT
WORKSHOP
PREPARATION
PRE
WORKSHOP
PRE-WORKSHOP
LOGISTICS
FLOW,
STIMULUS,
EXCERCISES &
PRESENTATIONS
PRE-WORKSHOP
LOGISTICS
Led by CLIENT
Led by BERDO+
Shared leadership
Physical
in/output
Non
Physical
in/output
WORKSHOP
MATERIAL
DISTILLATION
We treat a Workshop
project as a detailed step by
step process. The Workshop
itself is just 1 stage along
the whole project.
WE WANT TO HELP YOU!
W RK S H O P
The

24. W RK S H O P
The
STAGE 1
FERTILIZATION
STAGE 2
GERMINATION
METODOLOGÍA
IMMERSION
MIND UNLEASHING
Creative process and distillation in
tangible applicable ideas
FLYING & LANDING
THE Workshop STAGE
FOOD FOR THOUGHT
Understanding of the task
Information
Inspiration

25. W RK S H O P
The
STAGE 1
FERTILIZATION
IMMERSION
FOOD FOR THOUGHT
CONSUMER/SHOPPER
CONNECTIONS
THE Workshop STAGE
PROJECT BACKGROUND
INSPIRATIONAL TOPICS
OPEN DEBATE AND
CONCLUSIONS
SPECIAL SPEAKERS
Within the 2 main steps required in a
workshop, there are many elements
we might consider to build your
specific workshop.

26. W RK S H O P
The
STAGE 2
GERMINATION
METODOLOGÍA
MIND UNLEASHING
FLYING & LANDING
THE Workshop STAGE
BRAIN
STORMING
MIND
MAPPING
SCAMPER
BRAIN
WRITING
6 HATS
ATRIBUTES
LIST
MORPHOLOGIC
ANALYSIS
ETC.
EXCERCISES
IDEATION
CO-CREATION
WITH CONSUMERS
Within the 2 main steps required in a
workshop, there are many elements
we might consider to build your
specific workshop.

27. MARKETING CONSULTING
Added value to your business
W RK S H O P
The
WHY US?A broad experience in different
categories/brands/regions

28. WE TAKE IT
PERSONAL
Contrary to the rest of facilitators,
we GET INVOLVED.
We take an ACTIVE ROLE, in order
to understand all the aspects that
can contribute to a better output
and recommendation.
A 360 UNDERSTANDING
OF THE BUSINESS
We are the only ones were on the
3 sides of the desk: client –
advertising agency – consulting.
We are not regular facilitators, we
really understand what you are
dealing with.
WE HAVE
SENSIBILITY
We have the skills needed to run
different kind of workshops, and
to adjust it along the road
depending the changing needs,
participants, mood, and issues.
W RK S H O P
The
WHY US?
We are different
We don’t just facilitate
WE GIVE YOU A
In workshops facilitation

29. The
W RKSHOP
POWERED BY

30. Added value to your business
MARKETING CONSULTING
Ale Berdomas
director
Marcos Paz 4585 – C1419CMB – Buenos Aires - Argentina
aleberdomas@gmail.com
Tel: +54.9.11.6567.7803
Strategy Brand Equity Innovation Communication