Hello. I’m Filipe Macedo. I’ve been the Head of Social Media at comOn, a Lisbon based full service agency, for the last 3 years now. This year I had the chance to attend Eurobest’s Young Digital Academy. It was an intensive, inspiring and eye-opening learning experience. My mind was blown away by an avalanche of awesome work and even more awesome people. Having full access to industry heroes and spending time around such great minds changed my perspective and gave me a richer understanding of the (digital) creative process. This is what I learned.

1. Young Digital Academy
Helsinki, 1-3 December 2014

2. about me
Hello.
I’m Filipe Macedo.
I’ve been the Head of Social Media at comOn, a Lisbon based full service
agency, for the last 3 years now.
This year I had the chance to attend Eurobest’s Young Digital Academy.
It was an intensive, inspiring and eye-opening learning experience.
My mind was blown away by an avalanche of awesome work and even
more awesome people.
Having full access to industry heroes and spending time around such
great minds changed my perspective and gave me a richer
understanding of the (digital) creative process.
This is what I learned.

3. 7 IMPORTANT THINGS I LEARNED

4. 1
Aim tight to get wide.
Talk to someone particular.
Go after the outliers, the edges, the fanatics.
Target smaller interest-based segments, instead of the
over-general traditional demographics.
Give them something they really crave for.

5. 2
Focus.
Greater impact by communicating only ONE thing at a time.
Choose ONE emotion and be clear about it.
The decline of the over-engineered.
Simpler stories, told well.

6. 3
Take advantage of the anomaly.
Embrace and celebrate the new normal, the new behaviors,
the new racial, social, cultural and sexual norms.
Exaggerate to prove your point.

7. 4
Stand for something and give power
to your customers.
The brand space is stuffed with stories.
Occupying neutral ground means a slow drift into obscurity.
You need to find a unique territory for your brand.
Manifesto brands are mapping the new territory.
Usefulness + Brand Purpose = Authenticity

8. 5
Build stories relevant to your
brand’s purpose.
Identify stories inside your territory (existing real world stories
and customer stories) and give them visibility in a creative way.
Claim them with traditional advertising, and then continue the
big story online, where it’s free.
Today great content is not enough, you need multilevel
storytelling.

9. Customer Story

10. 6
Create your own media.
Create a new space, your space, don’t just buy other
people’s space.
Claim your own “earned media” space.
Remember that everything between a brand and a
consumer is media.

11. Red Bul Stratos

12. 7
When campaigns burn, put petrol
on the fire.
Use the success to reinvest in technology, PR, localization
and media to help the viral to grow even after it spread by
itself.

13. 3 THINGS I WILL CHANGE

14. 1
Less talking, more PROTOTYPING.
Try these tools: Pixate and InVision.

15. 2
Be more ANALOGUE.
In an increasingly more digital world, try not to get
distracted by email, phones, meetings or account people.
Grab a bunch of post-its and get your hands dirty!

16. 3
Practice presenting ideas in only
ONE SENTENCE, without commas.
And always remember that your presentation is going to be
represented to someone else.

17. 3 THINGS AGENCIES NEED TO CHANGE

18. 1
Work closely with clients and spend
more time learning the actual
business.

19. 2
Prepare for a new world of products
and brands being born inside the
agency.
Agencies should behave like startups: agile, iterative, and
product-oriented.

20. pilot.is, a new technology company spun out of TBWAChiatDay, brings the two disciplines together in a
design-driven development lab that focuses on building products that create efficiencies within large organizations.

21. 3
Agencies have to start scouting for
writers, directors, comedians,
character designers, storytellers…

22. Framestore
Studio that creates extraordinary experiences, combining award-winning craft and relentless creativity with tomorrow’s
technologies. Moving images, content, design and digital for the advertising, entertainment and film industries.

23. summary
7 IMPORTANT THINGS I LEARNED.
1. Aim tight to get wide.
2. Focus.
3. Take advantage of the anomaly.
4. Stand for something and give power to your customers.
5. Build stories relevant to your brand’s purpose.
6. Create your own media.
7. When campaigns burn, you have to put petrol on the fire.
3 THINGS I WILL CHANGE
1. Less talking, more prototyping.
2. Be more analogue.
3. Practice presenting ideas in only one sentence, without commas.
3 THINGS AGENCIES NEED TO CHANGE
1. Work closely with clients and spend more time learning the actual business.
2. Prepare for a new world of products and brands being born inside the agency.
3. Agencies have to start scouting for writers, directors, comedians, character designers, storytellers…

24. pay with a tweet to download.

25. FILIPE MACEDO
www.filipemacedo.com
comOn group