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

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A presentation by Tim Palmer for Creative Social.

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

  1. 1. CREATIVE  STRATEGY  ORSTRATEGIC  CREATIVEWHERE’S  THE  LINE,AND  WHO  CARES?Monday, 10 June 13
  2. 2. A  CREATIVE  IDEA  IS  JUSTTHE  ICING  ON  THE  CAKEOF  ADVERTISING.Monday, 10 June 13
  3. 3. STRATEGY  IS  WHATMAKES  IT  RIGHT.CREATIVE  IS  WHATMAKES  IT  GOODMonday, 10 June 13
  4. 4. Monday, 10 June 13
  5. 5. Monday, 10 June 13
  6. 6. Monday, 10 June 13
  7. 7. STRATEGY  =  NAKEDISH  CELEBS  &  STUPID    NEWSRESULT  =  125m  visits  pm.BIGGER  THAN  BBC.BIGGER  THAN  REUTERS.THE  BIGGEST  ONLINE  NEWSPAPER  -­‐IN  THE  WORLDMonday, 10 June 13
  8. 8. Monday, 10 June 13
  9. 9. Monday, 10 June 13
  10. 10. STRATEGY  =  MAKE  MUSIC  AVAILABLERESULT  =  FASTEST  GROWING  DIGITAL  MUSIC  COMPANY  EVERAPPLE  PLAYING  CATCHUPGOOGLE  PLAYING  CATCHUPMonday, 10 June 13
  11. 11. Monday, 10 June 13
  12. 12. STRATEGY  =  SHOW  THEPRODUCT  WORKINGRESULT  =  BIGGEST  SELLING  TECH  DEVICE  IN  THE  WORLDSAMSUNG  TRAILING  WITH  3x  WORLDWIDE  MEDIA  SPENDMonday, 10 June 13
  13. 13. Monday, 10 June 13
  14. 14. STRATEGY  =  SHARINGRESULT  =  1.11BILLION  USERSNOTHING  TOUCHES  FACEBOOK  IN  TERMS  OF  SOCIAL  MEDIA  Monday, 10 June 13
  15. 15. MAYBE  TOO  MUCH  ‘IDEA’CAN  BE  A  BAD  THINGIF  THE  STRATEGY  CAN’T  BE  SEEN?Monday, 10 June 13
  16. 16. Monday, 10 June 13
  17. 17. STRATEGY  =  MAKE  MYSPACECOOL  AGAINRESULT  =  ?  TBC(BUT  THEY  HAVE  STARTED  OFFERING  ‘CLASSIC’  MYSPACE  AGAIN)Monday, 10 June 13
  18. 18. BUT  OF  COURSE  THERE  ISTHE  SWEET  SPOTMonday, 10 June 13
  19. 19. http://www.youtube.com/watch?v=bRoV6yuxz9UMonday, 10 June 13
  20. 20. 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
  21. 21. AND  ANYWAY,  WHOS  CARES?Monday, 10 June 13
  22. 22. 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

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