A BLUEPRINT FOR SUCCESS
The Morris + King Company’s (MKC) singular commitment to clients starts with our innovative “Charrette” process. Charrette, a French word that means cart, originated from the Ecole des Beaux Arts in Paris. It refers to the work required by architecture students to create a plan for a project. But while architects use the Charrette to design buildings, we use it to generate ideas.
At MKC, the Charrette is a creative and intensive session at the beginning of an assignment that brings together our experienced account executives and senior management with key members of a client’s team. The goal is to build an action plan for a carefully orchestrated strategic communications campaign that will achieve a client’s overall marketing and business goals.
Before the meeting, MKC executives immerse themselves in a client’s business. We learn about the company’s products, brands, competitors and positioning. By the time the actual Charrette takes place, we have thoroughly analyzed our client and its operating environment.
During the Charrette, which is tape-recorded and later transcribed by a member of MKC’s staff, we ask insightful questions and take extensive notes. We discuss the client’s needs, priorities and value proposition. We learn about clients and clients learn about us. This is how we forge trusting, longstanding partnerships.
The next step is crafting a comprehensive execution blueprint that systematically describes the opportunities and possibilities as well as an array of options that will allow us to respond quickly to new situations and circumstances. It also highlights the benchmarks by which we will measure our performance. We refer to the plan frequently–it’s a meticulous roadmap that keeps us aware of our goals, and our client’s goals.
MKC also offers Charrettes as a standalone service for companies seeking expert guidance on any number of issues, including creating marketable names for new products, services and businesses, conceptualizing paid media campaigns and brand development.
The Charrette process showcases our unique approach to each assignment and underscores our passion to provide clients with the campaigns they need to accomplish their objectives.