THE TAKE-AWAY The value an
agency represents is not creativity or creative communications, but the know-how of inﬂuencing choice and buying behavior. Therefore agencies need to work with all the ingredients of the business model: the way a product feels, the way we fuel consumer excitement and word-of-mouth and the way we improve the conversion path in general. One of the most interesting questions today for agencies will become: can we our creativity have added value in inﬂuencing choice and behavior?
3. GAME DESIGN Start to
understand game design is not about playfulness, but interesting choices http://codingconduct.cc/Don-t-Play-Games-With-Me http://www.slideshare.net/dings/pawned- gamiﬁcation-and-its-discontents http://www.youtube.com/watch? v=6Hafzkwdwho (Dutch)
ASTRID GROENEWEGEN Co-founder and Creative
Director SUE Amsterdam Creative agency for Smart Campaigning ! firstname.lastname@example.org @astridgr www.pinterest.com/astridgr LinkedIn: Astrid Groenewegen +31-654743782 ! Columnist for AmsterdamAdblog Jury president SpinAwards Co-founder & Creative Director salondesir.com Co-founder & Creative Director paybacksweater.com ! Ofﬁce: Koestraat 5b, 1012 BW Amsterdam ! The secrets of persuasion and other stuff that fascinates us can be found in SUE’s bi-weekly ’A mail named SUE’ subscribe via www.sueamsterdam.com ! ! !