# How Creative Studio can help brainstorm your idea

#### <span style="color: rgb(141, 93, 217);">**💬 LEVELS OF PROACTIVE SUPPORT**</span>

Not every conversation requires a <span style="color: rgb(141, 93, 217);">[Token](https://manual.eskimi.com/books/eskimi-creative-studio-101/page/what-are-tokens-and-how-do-they-work/ "What are Tokens and how do they work?")</span>.

<table border="1" id="bkmrk-support-level-when-t" style="border-collapse: collapse; width: 100%; background-color: rgb(241, 241, 246); border: 1px solid rgb(31, 33, 37);"><colgroup><col style="width: 33.3333%;"></col><col style="width: 33.3333%;"></col><col style="width: 33.3333%;"></col></colgroup><tbody><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**SUPPORT LEVEL**</span></td><td style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**WHEN TO USE IT**</span></td><td style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**REQUIREMENTS**</span></td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**Informal brainstorming**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">You need quick advice about possible formats or available assets</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Speak to a Creative Project Manager</td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**Creative Token support**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">You need a concept, storyboard, demo or proactive creative production</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Regional approval, complete brief and available Tokens</td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**Full strategic pitch support**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">You need deeper strategy, data, storytelling and pitch development</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Qualifying media opportunity and confirmed availability</td></tr></tbody></table>

> **The difference:**
> 
> - **<span style="text-decoration: underline;">Informal brainstorming</span> helps you explore possibilities.**
> - **<span style="text-decoration: underline;">Tokens</span> give you access to Creative Studio production time to create something for the opportunity.**
> - **<span style="text-decoration: underline;">Strategic support</span> helps develop the pitch direction and story.**

##### <span style="color: rgb(141, 93, 217);">**✅ CHOOSING THE RIGHT SUPPORT: QUICK ANSWER**</span>

<table border="1" id="bkmrk-if-you-need-start-wi" style="border-collapse: collapse; width: 100%; height: 264.578px; background-color: rgb(241, 241, 246); border: 1px solid rgb(31, 33, 37);"><colgroup><col style="width: 50%;"></col><col style="width: 50%;"></col></colgroup><tbody><tr style="height: 37.7969px;"><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**IF YOU NEED**</span></td><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**START WITH**</span></td></tr><tr style="height: 37.7969px;"><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">A quick opinion on formats or assets</td><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">**💡 Creative Project Manager**</td></tr><tr style="height: 37.7969px;"><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">Initial strategic ideas for a possible opportunity</td><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">**🧠 <span style="color: rgb(141, 93, 217);">[Brainstorming with a strategist](https://eskimicreativestudio.fillout.com/brief "Briefing form")</span>**</td></tr><tr style="height: 37.7969px;"><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">A concept, storyboard or demo</td><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">**🎟️ <span style="color: rgb(141, 93, 217);">[Creative Tokens](https://manual.eskimi.com/books/eskimi-creative-studio-101/page/what-are-tokens-and-how-do-they-work "Creative Tokens")</span>**</td></tr><tr style="height: 37.7969px;"><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">Help developing a specific client pitch</td><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">**<span style="color: rgb(141, 93, 217);">🎯 [Pitch Assistance with a strategist](https://eskimicreativestudio.fillout.com/brief "Brief form")</span>**</td></tr><tr style="height: 37.7969px;"><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">A reusable resource for an industry</td><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">**<span style="color: rgb(141, 93, 217);">📚 [Vertical Playbook with a strategist](https://eskimicreativestudio.fillout.com/brief "Brief form with a strategist")</span>**</td></tr><tr style="height: 37.7969px;"><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">A client or internal learning session</td><td style="height: 37.7969px; padding: 10px; border-color: rgb(31, 33, 37);">**<span style="color: rgb(141, 93, 217);">🎤 [Events or Workshops with a strategist](https://eskimicreativestudio.fillout.com/brief "Brief form")</span>**</td></tr></tbody></table>

**Need more detail? Read the explanations below👇**

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<details id="bkmrk-%F0%9F%92%A1-informal-brainstor"><summary>💡 INFORMAL BRAINSTORMING</summary>

#### <span style="color: rgb(141, 93, 217);">**💡 INFORMAL BRAINSTORMING**</span>

Creative Project Managers can help you review assets and discuss possible creative formats. This is useful when you need initial guidance before deciding whether to submit a full brief. This can happen directly on Slack in the [\#creative-forum channel](https://eskimi.slack.com/archives/C06TUHKM35Y "#creative-forum channel"), or via our new briefing form COMING SOON.

Helpful resources include:

- <span style="color: rgb(141, 93, 217);">[Work-in-progress format catalogue](https://docs.google.com/spreadsheets/d/12o-YMcR5jFBvi9UdpvqVkDvPPOGZVVck94bmMutCjxo/edit?usp=sharing)</span>
- <span style="color: rgb(141, 93, 217);">[Top-performing creative dashboard](https://datastudio.google.com/u/0/reporting/d50db9e1-f683-4042-85e7-3007a97d61bc/page/j1UoD)</span>
- <span style="color: rgb(141, 93, 217);">[Top-performing banner sizes](https://docs.google.com/spreadsheets/d/1AcQkKtDbv9_4JGK4q0qzUWYjhGS8uEN1_3oJpEjqBWQ/edit?gid=0#gid=0)</span>

Informal advice does not include the production of a finished concept, storyboard or demo.

</details>---

<details id="bkmrk-%F0%9F%8E%9F%EF%B8%8F-tokens-%F0%9F%8E%9F%EF%B8%8F-tokens-"><summary>🎟️ TOKENS</summary>

#### **<span style="color: rgb(141, 93, 217);">🎟️ TOKENS</span>**

<span style="color: rgb(141, 93, 217);">[Creative Tokens](https://manual.eskimi.com/books/eskimi-creative-studio-101/page/what-are-tokens-and-how-do-they-work "Creative Tokens")</span> are used when you need Creative Studio to **produce something for a proactive opportunity** that does not yet have an approved IO or confirmed creative budget.

Unlike informal brainstorming or strategic advice, Token support may include an actual creative output, such as:

- A static creative concept
- More detailed concept development
- A storyboard
- A demo
- Proactive Rich Media production
- A more complex format that does not meet the usual minimum media investment

<table border="1" id="bkmrk-token-support-detail" style="border-collapse: collapse; width: 100%; background-color: rgb(241, 241, 246); border: 1px solid rgb(31, 33, 37);"><colgroup><col style="width: 50.0596%;"></col><col style="width: 50.0596%;"></col></colgroup><tbody><tr><th class="align-left" style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**TOKEN SUPPORT**</span></th><th class="align-left" style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**DETAILS**</span></th></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**1 Token**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Static concept, detailed concept development or eligible Rich Media production</td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**2 Tokens**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Storyboard, demo or eligible 3D Forced Perspective production</td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**Lead time**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Normally 7 - 14 working days</td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**Approval**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Regional approval and available Tokens required</td></tr></tbody></table>

Token requests must include a complete brief, the available client assets and a clear explanation of the commercial opportunity. Tokens are not required for campaigns that already have an approved IO. These follow the normal Creative Studio production process.

*\*For more details, read <span style="color: rgb(141, 93, 217);">["<span class="text-token-text-primary cursor-text rounded-sm" data-placeholder-token="true">What are Tokens, and how do they work?"</span>](https://manual.eskimi.com/books/eskimi-creative-studio-101/page/what-are-tokens-and-how-do-they-work "What are Tokens, and how do they work?")</span>*

*<span style="color: rgb(141, 93, 217);"><span class="text-token-text-primary cursor-text rounded-sm" data-placeholder-token="true">\*\*<span style="color: rgb(141, 93, 217);">[Request a token here](https://eskimicreativestudio.fillout.com/brief "Brief form")</span>.</span></span>*

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<details id="bkmrk-%F0%9F%92%A1%C2%A0full-strategic-pit"><summary>💡 FULL STRATEGIC PITCH SUPPORT</summary>

#### <span style="color: rgb(141, 93, 217);">**💡** </span>**<span style="color: rgb(141, 93, 217);">FULL STRATEGIC PITCH SUPPORT</span>**

For qualifying opportunities, our Creative Strategist can help turn a business challenge or early idea into a clearer creative direction, client story or pitch approach.

<table border="1" id="bkmrk-potential-media-inve" style="border-collapse: collapse; width: 100%; background-color: rgb(241, 241, 246); border: 1px solid rgb(31, 33, 37);"><colgroup><col style="width: 50%;"></col><col style="width: 50%;"></col></colgroup><tbody><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**POTENTIAL MEDIA INVESTMENT**</span></td><td style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**POSSIBLE SUPPORT**</span></td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**From $5,000**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Data, examples, creative discussion and initial brainstorming</td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**From $7,500**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">More detailed strategic involvement and pitch development</td></tr></tbody></table>

Allow a minimum of **five working days**. The required time and level of support must be confirmed for each opportunity.

Strategic pitch support is separate from the Creative Token production process. If the pitch also requires concepts, storyboards or demos, Tokens may still be required.

Creative Strategy support is divided into four broad categories:

<table border="1" id="bkmrk-support-type-use-it-" style="border-collapse: collapse; width: 100%; background-color: rgb(241, 241, 246); border: 1px solid rgb(31, 33, 37);"><colgroup><col style="width: 50%;"></col><col style="width: 50%;"></col></colgroup><tbody><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**SUPPORT TYPE**</span></td><td style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**USE IT WHEN YOU NEED**</span></td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);">**🧠 <span style="color: rgb(141, 93, 217);">[Brainstorming](https://docs.google.com/document/d/1QT9w__Z_TxU8qzA8qIKXw-7FxtweQ-JmtTbozW7ao8M/edit?usp=sharing "Brainstorming example")</span>**</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Help exploring ideas, formats or possible creative approaches</td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**🎯** [**Pitch Assistance**](https://app.pitch.com/app/presentation/2e8f851c-3a9e-4cac-81cb-06f3b3d51c87/6ca6a435-8389-46a5-a6b3-7d8fd03e8704 "Pitch assistance example")</span>

</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">Strategic support for a specific client opportunity</td></tr><tr><td style="padding-top: 10px; padding-right: 10px; padding-bottom: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**📚** [**Vertical Playbook**](https://sharing.clickup.com/24414696/l/h/q92f8-48755/9ec27e947e416f2 "Vertical Playbook database")</span>

</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">A reusable sales resource for a particular industry</td></tr><tr><td style="padding: 10px; border-color: rgb(31, 33, 37);"><span style="color: rgb(141, 93, 217);">**🎤** [**Events or Workshops**](https://app.pitch.com/app/presentation/2e8f851c-3a9e-4cac-81cb-06f3b3d51c87/b81b6f32-4320-4eb0-ac68-77b8655107f1 "Events or Workshops example")</span>

</td><td style="padding: 10px; border-color: rgb(31, 33, 37);">A structured session for clients or internal teams</td></tr></tbody></table>

<span style="color: rgb(141, 93, 217);">[*\*Request strategic assistance here.*](https://eskimicreativestudio.fillout.com/brief "Brief form")</span>

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##### <span style="color: rgb(141, 93, 217);">**🧠 BRAINSTORMING**</span>

Brainstorming is an early-stage discussion used to explore what may be possible before a full pitch or brief has been developed.

This may include:

- Exploring possible campaign ideas
- Recommending suitable creative formats
- Identifying ways to use the available client assets
- Discussing how different formats could support the campaign objective
- Reviewing examples from previous campaigns
- Helping develop a clearer starting direction

<span style="color: rgb(141, 93, 217);">*[\*See Castle Lite example here.](https://docs.google.com/document/d/1QT9w__Z_TxU8qzA8qIKXw-7FxtweQ-JmtTbozW7ao8M/edit?usp=sharing "Castle Lite brainstorming")*</span>

<p class="callout info">**Brainstorming helps shape the idea. It does not include production of a finished concept, storyboard, demo or pitch deck.**</p>

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##### <span style="color: rgb(141, 93, 217);">**🎯 PITCH ASSISTANCE**</span>

Pitch Assistance is for a specific, active client opportunity that needs deeper strategic support.

The strategist may help with:

- Developing the central pitch idea
- Building a clear campaign story
- Connecting the creative recommendation to the client’s objective
- Selecting relevant formats and examples
- Adding supporting data or industry insights
- Structuring Creative Studio content within the pitch
- Preparing talking points for the client presentation
- Joining a pitch meeting where agreed in advance

*<span style="color: rgb(141, 93, 217);">[\*See Old Mutual example here.](https://app.pitch.com/app/presentation/2e8f851c-3a9e-4cac-81cb-06f3b3d51c87/6ca6a435-8389-46a5-a6b3-7d8fd03e8704 "Old Mutual pitch assistance example")</span>*

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##### <span style="color: rgb(141, 93, 217);">**📚 VERTICAL PLAYBOOKS**</span>

A Vertical Playbook is a reusable sales resource built around a specific industry or client category. Examples may include:

- FMCG
- Automotive
- Finance
- Travel
- Retail
- Gaming
- Telecommunications

A playbook may include:

- Common challenges in the industry
- Relevant audience or market insights
- Recommended creative approaches
- Suitable Eskimi formats
- Campaign examples
- Pitching angles
- Key talking points
- Questions to ask clients
- Opportunities for cross-selling or upselling

[<span style="color: rgb(141, 93, 217);">*\*See Playbooks here.*</span>](https://sharing.clickup.com/24414696/l/h/q92f8-48755/9ec27e947e416f2 "Vertical Playbooks")

<p class="callout info">**Vertical Playbooks are designed to support several Sales teams or opportunities.**</p>

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##### <span style="color: rgb(141, 93, 217);">**🎤 EVENTS AND WORKSHOPS**</span>

The strategist can help plan or deliver sessions that educate, inspire or develop ideas with clients and internal teams. This may include:

- Client creative workshops
- Campaign ideation sessions
- Format training
- Industry or vertical presentations
- Conference or event content
- Internal Sales training
- Collaborative planning sessions

Support may include:

- Defining the session objective
- Developing the agenda
- Preparing presentation content
- Selecting examples
- Creating discussion exercises
- Facilitating the session
- Summarising recommended next steps

*<span style="color: rgb(141, 93, 217);">[\*See Event Presentation example here.](https://app.pitch.com/app/presentation/2e8f851c-3a9e-4cac-81cb-06f3b3d51c87/b81b6f32-4320-4eb0-ac68-77b8655107f1 "Event Presentation example")</span>*

<p class="callout info">**Events and workshops require preparation time. Please involve the strategist before the date or agenda has been promised to the client.**</p>

</details>---