Momentum Agency Outdoor, Promo MOMENTUM WORLDWIDE GLOBAL CREATIVE MANIFESTO by Momentum New York

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Industry Advertising agencies, Business equipment & services
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Promo & PR
Market United States
Agency Momentum New York
Executive Creative Director Josh Tavlin, Jeff Stevens, Paul Slater, Raúl Pérez Serena
Creative Director Marcus Hessel
Released February 2012

Credits & Description

Category: Self Promotion
Product/Service: CREATIVE AGENCY
Chief Creative And Innovation Officer: Jon Hamm (Momentum Worldwide)
Executive Creative Director: Paul Slater (Momentum London)
Senior Designer: Larissa Brandao (Momentum New York)
Executive Creative Director: Josh Tavlin (Momentum New York)
Executive Creative Director: Raul Perez (Momentum Madrid)
Executive Creative Director: Jeff Stevens (Momentum St. Louis)
Chief Creative Officer: Danilo Moraes (Momentum San Paulo)
Creative Director: Marcus Hessel (Momentum Gothenburg)
Media placement: 5 X 7 Poster Packets - Distributed To Global Employees - 11 August 2011
Media placement: Digital PDF - Internal Communication To All Staff - 11 August 2011
Media placement: Posters - Distributed To Global Offices - 11 August 2011
Media placement: Launch Party - Momentum HQ - 11 August 2011
Media placement: Social Media Launch - Twitter And Facebook - 11 Aug 2011 - 31 Aug 2011
Media placement: Manifesto Reel - Global Momentum Website - 27 February 2012
Media placement: Business Cards - Developed By Global Offices - 27 February 2012
Describe the brief from the client
Momentum’s global creative community gathered and asked themselves, how do we inspire and communicate that we are 1 global agency that fundamentally believes in the power of the big idea above all else?
The answer seemed clear—create a declaration to serve as our shared language and common set of beliefs. The goal was to bring to life a Creative Manifesto that would represent our core beliefs and values—not as a creative department—but as a global agency that exists without walls.
Describe the challenges and key objectives
With a presence in 50+ countries around the globe, how do we craft and launch our Creative Manifesto so it ignites and resonates within the entire agency, and with our partners and affiliates and the marketplace?
The challenge was to develop a living, breathing entity that would continue to evolve and inspire as we carve our agency way forward. It was crucial that we had a tangible creative standard—the bar must be set. Additionally, the Manifesto was not intended to be a corporate communication—rather, it lives with shared ownership across the Momentum family, adaptable for each unique culture.
Describe how you arrived at the final design
March 2011: Momentum’s global creative team gathers in New Orleans for the first annual Global Creative Summit to assess our beliefs and aspirations as a united creative force. The Manifesto was born as 20 statements—fundamental truths aligned to our agency culture. While each statement stands alone independently, together they form Momentum’s foundation—built from early inception, they will carry us forward. Each tenet was based upon universal wisdom—updated/twisted/bastardised/refined to steer and motivate a global workforce of leaders, innovators, dreamers and doers. The design aesthetic warps and repurposes classic advertising art styles to inspire and allows for open interpretation.
Give some indication of how successful the outcome was in the market
Embraced globally by 2,000+ employees spanning 60+ Momentum offices, the new Manifesto lined walls everywhere, with cultural adaptations bursting forth in Brazil, Spain, Japan and UK. A 20-day Facebook and Twitter launch rewarded the most original consumer engagements with Manifesto t-shirts. Translated versions, short films, posters, frames, business cards, t-shirts, tables and house advertisements created buzz in social media and overall marketplace. A monumental step in uniting the Momentum family— bridging the gap between regions, it sparked the creation of the Global Creative Board, Global Creative Exchange program and internal Icarus awards, given monthly to those who dare to reach.