Momentum Worldwide’s executive creative director, Jon Hamm, and Simon White, marketing and business development director, treated the audience to a masterclass in design process, coming up with 10 top tips:
* Don’t trust your client’s research
* Trust your own creative instincts… but only so far
* Test everything on real people!
* Don’t go to the public knowing what you expect to hear: you’ll hear it.
* But whatever you do, go to the public – then go to the client with their blessing
* Your obligation is to make planning an integral part of how you respond to client requests
* Take everyone on the journey with you (including the client)
* Create idea ambassadors (including the client)
* Don’t give clients work they are not expecting (without understanding risk)
* Don’t have the team moving in different directions or at different speeds

They also looked at why it is crucial to follow a development process and came up with 5 more ways to move forward:
* Smooth flow of work through the agency
* Define the responsibilities of all those involved
* Ensure there is accountability at all stages
* Aid the production of outstanding award winning creative work
* Increased efficiency and subsequently profitability of each project
* Allow people to work within there field of expertise and prevent duplication of effort