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Creative Social Presents - Hold on, your planning's showing - Why we still need ideas
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Creative Social Presents - Hold on, your planning's showing - Why we still need ideas

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Becky Power, Executive Creative Director, Lowe Open ...

Becky Power, Executive Creative Director, Lowe Open

Chris Baylis, ECD Tribal DDB, London

Sam Ball, Creative Partner, Lean Mean Fighting Machine

Tim Palmer, Digital Creative Director & Board Director, Inferno Ltd

George Prest, VP, Executive Creative Director, R/GA

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Creative Social Presents - Hold on, your planning's showing - Why we still need ideas Presentation Transcript

  • 1. Wednesday, 12 June 2013
  • 2. @beckypowerWednesday, 12 June 2013
  • 3. A PLANNER INTHE WORKSWednesday, 12 June 2013
  • 4. ONELook at therelationshipdifferentlyWednesday, 12 June 2013
  • 5. Wednesday, 12 June 2013
  • 6. TWOStep away from thebrief and make them talkWednesday, 12 June 2013
  • 7. THREEAsk them to mess with your headWednesday, 12 June 2013
  • 8. 8Wednesday, 12 June 2013
  • 9. FOURLearn to love the swivelling eyesWednesday, 12 June 2013
  • 10. FIVESell your explodingbionic leg together.Wednesday, 12 June 2013
  • 11. Wednesday, 12 June 2013
  • 12. @chrisbaylisWednesday, 12 June 2013
  • 13. Some of my best friends are plannersWednesday, 12 June 2013
  • 14. Some of my best friends are planners(But only the good ones)Wednesday, 12 June 2013
  • 15. Wednesday, 12 June 2013
  • 16. Wednesday, 12 June 2013
  • 17. Wednesday, 12 June 2013
  • 18. Wednesday, 12 June 2013
  • 19. Wednesday, 12 June 2013
  • 20. Wednesday, 12 June 2013
  • 21. Wednesday, 12 June 2013
  • 22. Wednesday, 12 June 2013
  • 23. Wednesday, 12 June 2013
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  • 25. Wednesday, 12 June 2013
  • 26. Wednesday, 12 June 2013
  • 27. Wednesday, 12 June 2013
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  • 29. Wednesday, 12 June 2013
  • 30. Wednesday, 12 June 2013
  • 31. Wednesday, 12 June 2013
  • 32. Wednesday, 12 June 2013
  • 33. Wednesday, 12 June 2013
  • 34. Wednesday, 12 June 2013
  • 35. Wednesday, 12 June 2013
  • 36. Wednesday, 12 June 2013
  • 37. Wednesday, 12 June 2013
  • 38. Insert carhereWednesday, 12 June 2013
  • 39. Wednesday, 12 June 2013
  • 40. Wednesday, 12 June 2013
  • 41. Wednesday, 12 June 2013
  • 42. Wednesday, 12 June 2013
  • 43. Wednesday, 12 June 2013
  • 44. Wednesday, 12 June 2013
  • 45. Wednesday, 12 June 2013
  • 46. Wednesday, 12 June 2013
  • 47. Wednesday, 12 June 2013
  • 48. https://www.youtube.com/watch?v=xHOvyQu57ccWednesday, 12 June 2013
  • 49. Wednesday, 12 June 2013
  • 50. @samuelballWednesday, 12 June 2013
  • 51. SAM BALLWednesday, 12 June 2013
  • 52. “Give me six hours to chop down atree and I will spend the first foursharpening the axe.”Wednesday, 12 June 2013
  • 53. A TECHNIQUE FOR PRODUCING IDEAS- JAMES WEBB YOUNGWednesday, 12 June 2013
  • 54. 5 STEP CREATIVE PROCESSWednesday, 12 June 2013
  • 55. 5 STEP CREATIVE PROCESS1. The gathering of raw materialsWednesday, 12 June 2013
  • 56. 5 STEP CREATIVE PROCESS1. The gathering of raw materials2. The working of these materials in your mindWednesday, 12 June 2013
  • 57. 5 STEP CREATIVE PROCESS1. The gathering of raw materials2. The working of these materials in your mind3. The incumbent stage.Wednesday, 12 June 2013
  • 58. 5 STEP CREATIVE PROCESS1. The gathering of raw materials2. The working of these materials in your mind3. The incumbent stage.4. The birth of the idea.Wednesday, 12 June 2013
  • 59. 5 STEP CREATIVE PROCESS1. The gathering of raw materials2. The working of these materials in your mind3. The incumbent stage.4. The birth of the idea.5. The final shaping and development of the idea.Wednesday, 12 June 2013
  • 60. 5 STEP CREATIVE PROCESS1. The gathering of raw materials2. The working of these materials in your mind3. The incumbent stage.4. The birth of the idea.5. The final shaping and development of the idea.Wednesday, 12 June 2013
  • 61. SPECIFIC MATERIALS & GENERAL MATERIALSWednesday, 12 June 2013
  • 62. SPECIFIC MATERIALSThose relating to the product and the people towhom you propose to sell.Wednesday, 12 June 2013
  • 63. “The prize is the pleasure of finding athing out. The kick in the discovery, theobservation that other people can use.”R I C H A R D F E Y N M A NWednesday, 12 June 2013
  • 64. GENERAL MATERIALSThis is the knowledge you accumulate by simplyliving your life.Wednesday, 12 June 2013
  • 65. An idea is nothing more or less than a newcombination of old elements.Wednesday, 12 June 2013
  • 66. @_palmerWednesday, 12 June 2013
  • 67. CREATIVE  STRATEGY  ORSTRATEGIC  CREATIVEWHERE’S  THE  LINE,AND  WHO  CARES?Wednesday, 12 June 2013
  • 68. A  CREATIVE  IDEA  IS  JUSTTHE  ICING  ON  THE  CAKEOF  ADVERTISING.Wednesday, 12 June 2013
  • 69. STRATEGY  IS  WHATMAKES  IT  RIGHT.CREATIVE  IS  WHATMAKES  IT  GOODWednesday, 12 June 2013
  • 70. Wednesday, 12 June 2013
  • 71. Wednesday, 12 June 2013
  • 72. Wednesday, 12 June 2013
  • 73. STRATEGY  =  UNDRESSED  CELEBS  RESULT  =  125m  visits  pm.BIGGER  THAN  BBC.BIGGER  THAN  REUTERS.THE  BIGGEST  ONLINE  NEWSPAPER  -­‐IN  THE  WORLDWednesday, 12 June 2013
  • 74. Wednesday, 12 June 2013
  • 75. Wednesday, 12 June 2013
  • 76. STRATEGY  =  MAKE  MUSIC  AVAILABLERESULT  =  FASTEST  GROWING  DIGITAL  MUSIC  COMPANY  EVERAPPLE  PLAYING  CATCHUPGOOGLE  PLAYING  CATCHUPWednesday, 12 June 2013
  • 77. Wednesday, 12 June 2013
  • 78. STRATEGY  =  SHOW  THEPRODUCT  WORKINGRESULT  =  BIGGEST  SELLING  TECH  DEVICE  IN  THE  WORLDSAMSUNG  TRAILING  WITH  3x  WORLDWIDE  MEDIA  SPENDWednesday, 12 June 2013
  • 79. Wednesday, 12 June 2013
  • 80. STRATEGY  =  SHARINGRESULT  =  1.11BILLION  USERSNOTHING  TOUCHES  FACEBOOK  IN  TERMS  OF  SOCIAL  MEDIA  Wednesday, 12 June 2013
  • 81. MAYBE  TOO  MUCH  ‘IDEA’CAN  BE  A  BAD  THINGIF  THE  STRATEGY  CAN’T  BE  SEEN?Wednesday, 12 June 2013
  • 82. Wednesday, 12 June 2013
  • 83. STRATEGY  =  MAKE  MYSPACECOOL  AGAINRESULT  =  ?  TBC(BUT  THEY  HAVE  STARTED  OFFERING  ‘CLASSIC’  MYSPACE  AGAIN)Wednesday, 12 June 2013
  • 84. BUT  OF  COURSE  THERE  ISTHE  SWEET  SPOTWednesday, 12 June 2013
  • 85. Wednesday, 12 June 2013
  • 86. IF  THE  STRATEGY  ISN’T  SHOWING  A  LITTLE  BIT  -­‐  THEN  MAYBE  THE  POINT  HAS  BEEN  LOST,  BECAUSE  IF  PEOPLE  DON’T  GET  WHAT  WE  WANT  THEM  TO  IT  HASN’T  WORKED.Wednesday, 12 June 2013
  • 87. AND  ANYWAY,  WHOS  CARES?Wednesday, 12 June 2013
  • 88. THERE  IS  ALWAYS  ROOMFOR  A  GOOD  IDEA,  ALWAYS.BUT  I  THINK  WE  AS  ‘IDEAS  PEOPLE’,IN  THIS  ROOM,  GET  HUNG  UP  ABOUT  THAT  MORE  THAN  THE  MOST  IMPORTANT  PEOPLE  IN  OUR  JOB,THE  CONSUMERS.Wednesday, 12 June 2013
  • 89. @georgeprestWednesday, 12 June 2013
  • 90. I LOVE PLANNING.@georgeprestWednesday, 12 June 2013
  • 91. I HATE PLANNING.Wednesday, 12 June 2013
  • 92. PLANNING CREATIVE TECHNOLOGYCREATIVE TECHNOLOGYWednesday, 12 June 2013
  • 93. I LOVE STRATEGY.Wednesday, 12 June 2013
  • 94. STRATEGYCREATIVETECHNOLOGYSTRATEGYCREATIVETECHNOLOGYWednesday, 12 June 2013
  • 95. YOUR STRATEGY’SSHOWING.Wednesday, 12 June 2013
  • 96. YOUR STRATEGY’SSHOWING.GOOD.Wednesday, 12 June 2013
  • 97. PEOPLE AREPEOPLE.Wednesday, 12 June 2013
  • 98. IDEAS ARE GOOD.Wednesday, 12 June 2013
  • 99. Wednesday, 12 June 2013
  • 100. Wednesday, 12 June 2013
  • 101. FEEL THEHUMANITY.Wednesday, 12 June 2013
  • 102. GOOD STRATEGISTSHAVE TO BEGOOD CREATIVESAS WELL.Wednesday, 12 June 2013
  • 103. AND GOOD TECHNOLOGISTS.Wednesday, 12 June 2013
  • 104. A GOOD IDEA CANCOME FROMANYWHERE.Wednesday, 12 June 2013
  • 105. A GOOD IDEA SHOULDCOME FROMEVERYWHERE.Wednesday, 12 June 2013
  • 106. LATERS.Wednesday, 12 June 2013