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Creative strategy or strategic creative - where's the line and who cares?
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Creative strategy or strategic creative - where's the line and who cares?

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A presentation by Tim Palmer for Creative Social.

A presentation by Tim Palmer for Creative Social.

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Creative strategy or strategic creative - where's the line and who cares? Creative strategy or strategic creative - where's the line and who cares? Presentation Transcript

  • CREATIVE  STRATEGY  ORSTRATEGIC  CREATIVEWHERE’S  THE  LINE,AND  WHO  CARES?Monday, 10 June 13
  • A  CREATIVE  IDEA  IS  JUSTTHE  ICING  ON  THE  CAKEOF  ADVERTISING.Monday, 10 June 13
  • STRATEGY  IS  WHATMAKES  IT  RIGHT.CREATIVE  IS  WHATMAKES  IT  GOODMonday, 10 June 13
  • Monday, 10 June 13
  • Monday, 10 June 13
  • Monday, 10 June 13
  • STRATEGY  =  NAKEDISH  CELEBS  &  STUPID    NEWSRESULT  =  125m  visits  pm.BIGGER  THAN  BBC.BIGGER  THAN  REUTERS.THE  BIGGEST  ONLINE  NEWSPAPER  -­‐IN  THE  WORLDMonday, 10 June 13
  • Monday, 10 June 13
  • Monday, 10 June 13
  • STRATEGY  =  MAKE  MUSIC  AVAILABLERESULT  =  FASTEST  GROWING  DIGITAL  MUSIC  COMPANY  EVERAPPLE  PLAYING  CATCHUPGOOGLE  PLAYING  CATCHUPMonday, 10 June 13
  • Monday, 10 June 13
  • STRATEGY  =  SHOW  THEPRODUCT  WORKINGRESULT  =  BIGGEST  SELLING  TECH  DEVICE  IN  THE  WORLDSAMSUNG  TRAILING  WITH  3x  WORLDWIDE  MEDIA  SPENDMonday, 10 June 13
  • Monday, 10 June 13
  • STRATEGY  =  SHARINGRESULT  =  1.11BILLION  USERSNOTHING  TOUCHES  FACEBOOK  IN  TERMS  OF  SOCIAL  MEDIA  Monday, 10 June 13
  • MAYBE  TOO  MUCH  ‘IDEA’CAN  BE  A  BAD  THINGIF  THE  STRATEGY  CAN’T  BE  SEEN?Monday, 10 June 13
  • Monday, 10 June 13
  • STRATEGY  =  MAKE  MYSPACECOOL  AGAINRESULT  =  ?  TBC(BUT  THEY  HAVE  STARTED  OFFERING  ‘CLASSIC’  MYSPACE  AGAIN)Monday, 10 June 13
  • BUT  OF  COURSE  THERE  ISTHE  SWEET  SPOTMonday, 10 June 13
  • http://www.youtube.com/watch?v=bRoV6yuxz9UMonday, 10 June 13
  • 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.Monday, 10 June 13
  • AND  ANYWAY,  WHOS  CARES?Monday, 10 June 13
  • 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.Monday, 10 June 13