The Wheel

Hattie Snider explains DraftFCB's "Wheel Model", a process for creative problem solving.    The basic idea of the Wheel is that all parties are sequestered in one room and then "everybody rumbles".   There are two Rumbles in the Wheel process, the Strategic Rumble, which involves the client and the account planners, and the Creative Rumble.  The Creative Rumble lasts for a week and draws on talent from all over the globe from every discipline within the agency.  At the end of the week they make a very large creative presentation to the client.