Redesign of TED Online / TED / Huge

The ideas powerhouse partnered with digital agency, Huge, to redesign the wildly popular

Who did what?

Technical Architects help design, manage and assist in building platforms. They are responsible for defining & executing the technology strategy. They work with different technologies such as JavaScript, mobile clients, APIs and hardware to drive technical, architectural, and organisational decisions, making sure a scalable, efficient, and maintainable platform is built.

Senior planners are responsible for creating the communication strategy for an advertising campaign. This includes targeting the right audience, as well as setting the tone and message of the campaign.

Planners are responsible for writing the formal brief and for providing the ideal environment for creative development.

They combine market data, qualitative research and product knowledge within a brief to enable the creative team to produce innovative ideas that will reach consumers.

Planners can be involved in working with a number of clients at the same time, and will need to identify the specific business needs for each one.

Working with the designer, the developer is responsible for the coding of a website. They are involved with the technical and graphical aspects of a website – how the site works and how it looks. They can also be involved with the maintenance and update of an existing site. After establishing the target audience for a website and identifying the type of content it will host, a web developer will write the programming code, either from scratch or by adapting existing website software and graphics packages to meet business requirements. They will test the website and identify the technical problems, upload the sit onto a server and register it with different search engines. Developers also work over a number of digital platforms such as online advertising and app development.

Designers work with an agency, group, firm or organisation to produce effective campaigns for ads. They work closely with clients and companies to convey a message using type, photography, illustration and colour.

A designer may choose to work within several different mediums, such as in print or online digital. Designers must have a keen eye for details and a creative mind. They are required to adhere to strict deadlines and may be required work irregular hours.

Working alongside an art director within the creative department, copywriters work with client briefs to conceive, develop and produce effective advertising campaigns.

The art director deals mainly with the visual images of the advertising campaign, while the copywriter provides the verbal or written ‘copy’.

This may include creating slogans, catchphrases, messages and straplines for printed adverts and leaflets. They are also involved in writing text for web advertising, as well as scripts for radio jingles and TV commercials.

Copywriters also work with media planners/buyers and the production department to fully develop the advertising campaign.

Acting as a link between clients and the agency, account managers are responsible for the coordination of advertising campaigns and therefore communicating clearly to all those involved.

They must understand their clients’ needs and objectives and liaise closely with them throughout campaigns, often on a daily basis. They manage administrative and campaign work and ensure that advertising projects are completed on time and on budget.

The role can involve handling multiple accounts and the hours can be long in a competitive environment.

Interactive designers work closely with the designer and on-site developers to build highly interactive, animated, responsive sites. They need to be able to work from concept, have strong visual craft, and knowledge of the UX process.

They produce user requirement specifications, personas, journeys, and scenarios. They tend to be versed with UX and have strong visual craft.

Project managers works with the account and team to develop the scope of work based on functional and business requirements. They owns the process, inception to completion, including participation in budget determination, creation of project schedule, managing resources for deliverables, raising red flags and ensuring adherence to the approval process.

They’re expected to have the right people in the right place at the right time to allow the agency to produce great creative work—on time, on budget and as efficiently as possible.

They prepare the outline with the creative team for the launching of a campaign or message. The content strategy generally explains how the advertising campaign will meet the advertising objectives of the business. Their main responsibilities are creating content such as infographics, photography, videos, big data reports, competitions and giveaways. As well as hunting and pitching content and working with the client.