William Bernbach's Center of Gravity Method for Implementing Processes

WilliambernbachsImplementationProcessFocusMethod

WilliamBernbachwasborninAmericaonAugust13th,1911.Hewasapioneerinthefieldofadvertising,andhistheoreticalapproachhelpedmakehimoneofthemostinfluentialcreativemindsinadvertisinghistory.Heisbestknownforco-foundingDoyle,DaneandBernbach(DDB),widelyregardedasoneofthemostsuccessfuladagencies.

Bernbachsapproachtocreativeadvertisingwastomuchgreaterthanmostadvertisingagenciesofhisday.Hebelievedinaholisticcreativeapproach,oneinwhichallaspectsofcreativewereconsideredasone.This“Eventocreative”approachinvolvedeverythingfrommarketresearchtofinalexecution.Bernbachalsodidnotbelieveinforcinghiscreativevisiononacampaign.Instead,hefavoredamorecollaborativeapproachthatallowedtalentstoplaysignificantroleindeterminingthecreativeapproachtakentotheproject.

Bernbachfocusedhiseffortsonthecreationofamethodofdevelopmentwhichplacedthecreativeprocessattheheartoftheproject.ThismethodwasthendefinedasBernbachsImplementationProcessFocusMethod,anditinvolvedtappingintotheindividualexperiencesoftheteammembersandutilizingtheminthecreationofthecampaigns.Astheteamworkedonbuildingthecreativestrategy,Bernbachwouldcontinuetoaskquestionsandencouragethemtobringinnewanduniqueperspectivestotheproject.

Thecentralfocusofthemethodwastodeveloparesearch-basedframeworkwhichbroughttheservicecontributionofallthesupportersintotheequation.Thegoalwastodiscoverwhatneedstobedonesothatthecampaigncouldtargetthecorrectaudience.Thisinvolvesthecarefulanalysisofmarketresearchdata,identificationofkeysegments,developingacreativestrategy,selectingthepropermedia,andfinallyimplementingthecampaign.

Theprocessalsorequiredtheteamtothinkcriticallyaboutthevariouswaysthateachideacouldreachthetargetaudience.Thisincludedaskingquestionssuchasmakinganassertionandsupportingitwithstatistics,aswellaslookingforopportunitiestochallengeexistingconventionsandmodesofthinking.Thismethodof“creativethinking”allowedtheteammembersandBernbachtodiscovernewopportunitieswhereconsistentandinnovativecreativeapproachescouldbemade.

Theteamwouldalsoneedtodeterminetheproperstylistictechniquestobringthemessageacrosseffectivelytothetargetaudience.Thisincludedthinkingabouthowtone,style,andvisualsouldbestcommunicatetheproductandmessage.Themethodalsoraisedtheimportanceofclearlydefiningamessagetowardstheaudience.

Theoverallfocusofthemethodwasbasedontheunderstandingofteamsynergy.Byarrivingattheendoftheprocesswithacommonunderstanding,theteamcouldthenproceedtousetheadvancedcreativetechniquestomeetitstargetedgoals.

OnekeyfacetofBernbachsmethodwasthatallteamswererequiredtoparticipateintheworkflowforeveryaspectofthecampaign.Thismeansbuildingandmaintainingastrongrelationshipbetweentheclientandthecreativeteam,oneinwhichtheteammembersweretreatedequallyandtheirinputswereunderstoodandvalued.Becauseofthehigherlevelofcommunication,theteamwasthenabletoproducebetter,moreeffectivework.

Inconclusion,BernbachsImplementationProcessFocusMethodwasanimportantelementofhisapproachtocreativeadvertising.Notonlywasitaneffectivewaytodevelopacreativecampaign,butitalsolaidthefoundationforahighlycollaborativeandenthusiasticworkenvironment.Byallowingteamstobringtheirexperiencesandknowledge,aswellastheirmotivationanddedicationtothetable,Bernbachandhisagencieswereabletoachievegreatthings.

William Burnes Bucks Implementation-Centered Approach

William Burnes Buck, a nationally recognized authority on educational strategy and assessment, developed the Implementation-Centered Approach (ICA). The ICA is designed to enable school systems to address issues related to infrastructure, budget, personnel, and educational initiatives.

The ICA begins by identifying the order of improvement priorities. This involves making sure that the most important initiatives are implemented first. After determining the list of priorities, the ICA focuses on implementation strategies. Buck outlines a variety of implementation strategies: alignment of staff, technology, standards, and training. He also notes that implementation strategies should be tailored to the needs of individual schools and districts.

The ICA also encourages strategies for evaluating the success of implementation initiatives. It focuses on developing a mechanism for monitoring and tracking student performance in order to evaluate program effectiveness. Additionally, the ICA incorporates strategies to make sure that the implementation plan is efficient and cost-effective. This can be accomplished by analyzing existing resources and determining if they are effective in meeting goals.

Finally, the ICA emphasizes the importance of including various stakeholders in the process of implementation. It notes that in order to achieve optimal performance, education leaders must partner with teachers, parents, and community members. This includes making sure that there is an ongoing dialogue to ensure stakeholders are informed and involved.

The Implementation-Centered Approach is a comprehensive tool for addressing the needs of school systems. It encourages the development of assessment and improvement strategies that prioritize the most important initiatives and ensure that school systems have the resources and support needed for success.