Talk_Berghs_November_2008

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  • Certainly it will be of great help. Thank you for answering.
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  • Hi Link Builder, if that is your name?
    Thank you, glad you liked the presentation! As this presentation is from Nov 2008, a lot has changed. I also understand the model might be hard to view as there are no builds (it was created in Keynote)
    But I think the model is still very valid, another way to look at it, is as a 360 degree approach from a ad agency strategy or from a brand perspective.
    What it really means is that instead of choosing a media channel first and then making an idea for that media... the approach is more concept driven, then seeing where best fits the communication and where the audience is. It also refers to connecting the communication and message through all or many media channels, enforcing that message and communication to different audiences.
    For example, your audience might be watching TV but you want to drive them to a website to explore a product more, connect with a brand vision or a new concept etc. TV becomes a teaser or driver.
    It might be that you create a concept which is an event or guerilla PR stunt, rather than ending there you encourage them to share via social, mobile etc > this is then seen by a friend on FB who wants to know more (be part of) and is taken to a FB page or campaign site etc.
    It's really more about letting ideas, concepts and communication live in many channels at the same time, as people view (see) content in various channels, it's then about driving that communication further and maybe involving a consumer and trying to spread a concept further.
    BIG brands can do it better as they have more money to spread a communication, smaller brands maybe have to choose fewer channels.
    Today, people consume content in more and more places, channels and by different behaviours... integrated advertising is about being aware of those behaviours and adjusting communication to be inline with the new type of communication landscape and new type of consumer.

    Does this help?

    /Greg
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  • Great presentation. Its fun to read and the pictures and the ideas presented were interesting. I just would like to ask you to define integrated advertising as it is hard to reckon the diagram in slide 7.
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Talk_Berghs_November_2008

  1. ART DIRECTIONFOR THE DIGITAL AGEA keynote presentation to Berghs School of Communication, - Stockholm, Sweden. November 28th 2008
  2. HELLO!
  3. GREG BROWN CREATIVE / AD INTEGRATED ADVERTISINGWORKING PROFESSIONALLY +10 YEARS Agency experience: ABBY NORM / FOREIGN / EURO RSCG EPOKE / GLORIA MUNDI / DRY DESIGN
  4. SELECTED BRANDS I’VE HAD THE PLEASURE TO WORK WITH OVER THE YEARS
  5. STRUCTURE OF THIS MORNING:- Approaches, Now, Today,- Giving, Emotion- Break- Digital Design & Art Direction- Break- Mini project- Final word- Finish
  6. WHAT IS INTEGRATED ADVERTISING?
  7. Community / Social Networking / Share Digital / OnlineWord of mouth Word of mouth Event In-store PR / Concept Customer material GuerillaWord of mouth Word of mouth Word of mouth TV / Print Word of mouth Customer
  8. NOW / TODAYAPPROACHES
  9. GENEROSITY & GIVING
  10. Generosity Shifts How We Define Big IdeasThen: Now:Ideas about brands Brands about ideasFaster, safer, cheaper Live Richly, Fun,etc... Real Beauty etc...
  11. There are many brands who arebeing successful at doing this?
  12. All you have to do is guide thatmotion into something more valuable.How did Google become the superpower of the web? By giving its users everything for free. And directing that created motion into something profitable.
  13. Tate Modern
  14. YOU HAVE TO GIVE TO GET! Make it worthwhile for people to come and spend time with whatever it is you’re doing. That might be by providing aservice or a tool that they find useful, or just by making them laugh or by similarly entertaining people, but, it has to do something other than just yelling “buy this stuff”.
  15. Why should we do this? Because it makes people andcompanies happy to see each other!
  16. EMOTION
  17. As the world gets more complicated,communications must become more simple!- Maurice Saatchi
  18. People don’t buy by rational anymore. They make emotional decisions, backed up by the heart. We need to create more positivehumanistic approaches & experiences.
  19. This may sound obvious, but even brands that used to be all about performance, technical benefits and other unique selling points are (and need to be) adopting this approach.
  20. Audi
  21. People can be more engaging than a product...
  22. Renault
  23. Sony Playstation
  24. Use human emotion to relaythe benefits of a product...
  25. Relate to the everyday...
  26. VW
  27. Reminisce about happy feelings...
  28. Use people to relate to people...
  29. Using effects to backup an idea or emotion...
  30. Thorntons
  31. Using sound to evokefeelings & emotion...
  32. A classical experience can addemotional value to a technical product...
  33. Create honesty through raw filming...
  34. Can we ever be too emotional...
  35. Ikea
  36. - BREAK
  37. DESIGN& DIGITAL ART DIRECTION
  38. GOOD DESIGN, WITH GOOD...CONTENT / USABILITY / INTERACTION IS THE KEY!= BETTER BRAND EXPERIENCE CREATING BRAND LOYALTY
  39. ‘‘DESIGN IS NOT JUST WHAT IT LOOKS LIKE AND FEELS LIKE. DESIGN IS HOW IT WORKS.’’ - Steve Jobs
  40. ‘‘We made the buttons on the screen look so good you’ll want to lick them.’’ - Steve Jobs
  41. HIDE COMPLEXITY
  42. Progressive Disclosure
  43. BRANDS ABOUT IDEAS
  44. EXPERIENCE
  45. USER CREATED CONTENT
  46. STORY TELLING
  47. EXPLORE
  48. CUSTOMIZE
  49. DEFAULT THINKING
  50. “Design is the most immediate, the most explicit way ofdefining what products become in people’s minds.”- Jonathan Ive“It’s really important to design things with personality.”- Mark Newson“The challenge is about taking things that are infinitely complex andmaking them simpler and more understandable.”- Robert Greenberg, R/GA“Simplicity is not the goal. It is the by-product of a good idea andmodest expectations.”- Paul Rand
  51. PAUL RAND
  52. INSPIRATION
  53. We need to approach each design problem fresh,looking at the context, not just the general shape. ‘‘Oh, it’s just a website... make it look like that site.’’
  54. HOW?
  55. INSPIRATION IS EVERYWHERELOOK WITHIN THE WORLD WE LIVE
  56. ARCHITECTURE
  57. FILM
  58. - MINI PROJECT / BREAK
  59. CLIENTS
  60. EVERYONE HAS A FAV FONT!
  61. HOW TO GET A JOB- Don’t only approach companieswho’s work looks like yours.- Find Creative Director- Email, no bulk emails- Chase up with phone call- Contact many companies
  62. GREAT READS
  63. SLUT, TACK!
  64. CONNECT:http://filteredblog.blogspot.com/ http://twitter.com/Greg24hrs

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