The Truth Talk to me

I use a process in my work that gets me to the core of any challenge, and leads to what I call an Essential Truth that – once formulated – informs everything else. So, what’s the Truth about Andrew Crighton and iPrimate? It’s HELP.

I’m at a place in my career where I’m exploring new horizons and breaking boundaries to help others… and help myself. I’ll tell you a lot more about it sometime, but, essentially, the new horizons have to do with VOCATION and the breaking boundaries has to do with LOCATION.

VOCATION means publishing… for a writer. And for this writer that means non-traditional publishing (you’re reading it). And it means content (you’re reading it). Whether my new horizons serve ME or YOU, they’re challenging and rewarding.

LOCATION is about flexibility. Kids have gone; home in the city less relevant. I still have one foot in Toronto, but I’m really living on the shores of Georgian Bay. Some people know I have a 1989 Volkswagen bus/camper in which I can go anywhere, anytime to write. And meet. And collaborate. But, mostly, breaking boundaries has to do with the Internet. I’m determined to get more clients/patrons/working relationships/ partners in other geographies, because we all really share the same geography, these days (you’re reading it).

So, it’s about VOCATION, LOCATION. And it’s about HELP.

May I?

Andrew Crighton, iPrimate
127 Kingswood Road
Toronto, Ontario m4e 3n4
416.356.4262

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March 24, 2010

A HAPPY EXECUTION

 

This is a continuation of the path from strategy to execution that started here

  1. IDEATE
    This is the step where we move from theory into practise. It’s where the real creative ‘fun’ begins. With ‘The Essential Truth’ firmly established and well-understood, we can now engage in informed creativity that assures you of a strategic result – the best, most engaging, most relevant creative work possible. The paradoxical point of this whole disciplined process is that it’s a set of rules that sets us free. Ideation takes place within the context of what was learned in the Truthtych, but with as much disregard for barriers and boundaries as possible – especially where the choice of communication media is concerned. The idea of ideation is to come at things… possibilities… in the most ‘media agnostic’ way we can. Everything is possible – provided it plays nice with the strategic imperatives that devolved from the Truthtych planning.
  2. PLAN
    Once ideas start to take shape, we introduce the reality of media and methods, and begin to plan how each (or all) can be put to work in the most effective way.  Time and money definitely enters the equation at this point, and it all rolls up under the heading of planning that is integrated. iPrimate brings deep and long-suffering experience of searching for the Holy Grail of advertising and corporate communication – integrated marketing.
  3. TEST
    At this point in the iProcess, we’re well into the early stages of production – if only so we can have some pilot creative to test… for quality, relevance and results.  We’re not big fans of testing things to death, because it’s not consistent with the risk-taking we believe in.  However, we also know that a stitch in time saves nine.
  4. EXECUTE
    Eventually, we get to ‘all systems go’ in the production process.  This is where you – the customer – get to realize the value of iPrimate’s experience… and a deep, deep directory of creative talent, the iPrimate Network.  After 30 years in this business, iPrimate has unerring judgment, and a network like no other.
  5. MEASURE
    Well, you knew it had to end here, didn’t you?  I certainly know it has to.  There are all kinds of measurement available, and especially if you put the power of the Web to work.  iPrimate is very much a social animal, and prides itself on its grasp of social currency. Surveys, voting, search engine optimization and a whole range of incisive web analytics come into play.Measurement.  Metrics.  Results!    Good show, chaps!

It’s always nice when all’s said and done,
To count up the chips and know you’ve won.
What started as a Challenge up for discussion,
has followed a path to the best repercussion…

SUCCESS!