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Creative Agency (Group Report) Inholland University
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INTERNATIONAL CREATIVE BUSINESS - CREATIVE AGENCY MODULE GROUP REPORT
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,1. Student as a company 31.1 Core Values 3
1.2 Mission & Vision 3
1.3 Skills 3
1.4 Brand Identity Models 3
1.4.1. Brand Identity Prism 4
1.5 Unique Selling Proposition 4
2. Design Question 5
3. Concepts 5
3.1 Empathizing Phase 5
3.1.1. Desk research 5
3.1.2. Survey research 6
3.1.3. Results survey kids 6
3.1.4. Results survey parents 6
3.2 Field research results 6
3.3 Interviews results 6
3.4 Target group analysis 6
4. Define Phase 7
4.1 POV Empathy Map 7
4.2 Empathy Map 7
4.3 Value proposition canvas 7
5. Ideate Phase 8
5.1 Frames 8
5.2 Design Thinking Techniques 8
6. The Concepts 8
6.1 Concept 1 - Social Media Campaign 8
6.2 Concept 2 - DMW Experience Truck 9
6.3 Concept 3 - Media Experience School Tour 9
7. Prototype Phase 10
Prototype 1: Video Promotion. 10
Prototype 2: DMW Experience Truk 10
Prototype 3: Media Experience School Tour 10
8. Project Management 10
9. Testing Phase 11
Concept 1: Promo Video & Online Campaign 11
Concept 2: DMW Experience Truk 11
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, Concept 3: Media Experience School Tour 12
10. Conclusion 12
11. Bibliography 13
11. Appendix 21
Appendix A: Strength and Weakness of ANT Agency 21
Appendix B: Mission & Vision 22
Appendix C: Brand Key Model 23
Appendix D: Prism Model 26
Appendix E: Unique Selling Proposition 29
Appendix F: Brand Positioning 30
Appendix G: Survey results kids 31
Appendix H: Survey results parents 34
Appendix I: Field research 38
Appendix J: Interview Questions 39
Appendix K: STP Model 40
Appendix L: POV Empathy Map 41
Appendix M: How might we question 42
Appendix N: Empathy Map 43
Appendix O: Value Proposition Canvas 44
Appendix P: Frame Boards 45
Appendix Q: Design thinking techniques 47
Appendix R: The Concepts Descriptions 48
Appendix S: Prototype Testing 50
Appendix T: Business Factors Understanding 52
Appendix U: Project Management (TMQIO) 56
Appendix V: Test Results 61
Appendix W: New Storyboard 63
DEBRIEFING DOCUMENT 64
INTERVIEW TRANSCRIPTIONS 80
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, 1. Student as a company
In this paragraph, Student as a company, multiple aspects are written to describe ANT
Creative Agency as a company. The paragraph will include mission, vision, brand identity,
and core values, which will give a better understanding of ANT Creative Agency.
1.1 Core Values
As a team of creative minds, we share our mission, personal core values, and vision to
ensure working towards the same objectives and achieve the ultimate goal together. This
part aims to show what we as a creative agency seek and what we are capable of. Tanisha
Scharbaay is the General Manager, Thalita Rink is the Account Manager, and Angelo
Gomperts is the Creative Manager at ANT Agency. Individual strengths of the individuals
complement the team as a whole. This resulted in the name ANT; we may be a small team,
but with each member's unique abilities and drive, we ensure that our clients are satisfied. In
Appendix A: Strength and Weakness of ANT Agency, each ANT member's weaknesses
and strengths can be found. . ANT's key principles are: to be unique, the importance of
bringing unique branding techniques, to be distinct in our thoughts and solutions, and, lastly,
ANT seeks to be professional and to build a bridge of connection between our clients and
us.
1.2 Mission & Vision
Mission: "ANT creative agency strives to connect creators with creatives by visualizing its
client's ideas. Connecting to different worlds by building a bridge and minimizing the barrier
companies may feel."
Vision: "Our vision is to empower our clients to become more strategic, creative, and
successful."
For more information about ANT Agency’s mission and vision read through Appendix B:
Mission & Vision.
1.3 Skills
As a diverse and multi-talented team, each individual possesses different skills in different
areas, such as; video editing, excellent engagement, social media management, event
projects experience, marketing experience, and personal customer service.
1.4 Brand Identity Models
According to deBara (2022), brand identity is the collection of elements created by a
company to portray the right image to its consumer. It resembles the brand’s purpose and
how it operates to create a particular image in the customer’s mind. With the information
described in the Brand Key model (See Appendix C: Brand Key Model for the model), ANT
Agency can be described as flexible (promise) and visually creative (idea).
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