02 DIG CREATIVE mindshift

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Minshift - Ale Lariu

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02 DIG CREATIVE mindshift

  1. 1. ALESSANDRA LARIU@alelariu
  2. 2. Mindshift time - or -looking good at your next job interview 12.09.11
  3. 3. James talked about the evolution of digital advertising butTHE WORLDhas changed
  4. 4. 3 MACRO TRENDS
  5. 5. TRENDS 1. THE WORLD OF TECHcloud computing, agile methodology and rapidprototyping, iMaker culture, always in betaLBS VS
  6. 6. TRENDS 2. THE WORLD OFCOLLECTIVE POWERthe rise of crowd/collective power, network ofinfluencers
  7. 7. TRENDS 3. THE WORLD OF ONLINE BIZ Publish Create Sell Share Play Aggregate Connect Remix Review
  8. 8. And now that you know the macro-trendsLET’S FOCUS ONYOU IN RELATION TOTHE INDUSTRY
  9. 9. PRESS RESET ONYOUR BRAIN
  10. 10. AGENCIES
  11. 11. 1.‘big’ or ‘small’, ‘digital’ or ‘traditional’ - choose theplace that does the best work with people who knowhow to respond to change
  12. 12. 2.digital is not a department
  13. 13. 3.partner your ass off + +
  14. 14. 4.be open to new models onA. how agencies get paidB. for how work gets donecocollective.com everybodyshout.com
  15. 15. BRIEFING
  16. 16. 5.it starts with the user
  17. 17. 6.watch out for briefs that are a media buy. Briefs shouldsolve problems MAKE INCREASE 3X 30’ TV SALES SHIFT SPOTS TARGET ETC
  18. 18. 7. output doesn’t necessarily need to be a campaignThe VS
  19. 19. PROCESS
  20. 20. 8. teamsremix DISCOVER STRATEGY DISCOVER STRATEGY CREATIVES DEFINE DEFINE TECH CREATIVES STRATEGY DESIGN DESIGN CREATIVES TECH DEVELOP TECH STRATEGY DEVELOP CREATIVES DEPLOY DEPLOY TECH
  21. 21. 9.plan for change and respond to it
  22. 22. IDEAS
  23. 23. 10.it’s OK to start small. Here are some ideas that did.Google them.Coke happiness vending machine.Puma Eco bag.Instapaper.Levis recycle labelsRadiohead pay what you want.Gmail invite only.I like it on - fb breast cancer campaignBurger King King dates a super model.Global rich list.Livestrong wristbandsStarbucks Betacup
  24. 24. 10.it’s not about matching luggage and 360 campaignsan old campaign for O2 in the UK where tv, print, facebook and banners had to look exactly the same
  25. 25. 11.spotting a trend is as important as creating one
  26. 26. 12.digital is a mindset vs skillset.You need to get used to constant reiteration, systemsthinking and comfortable with not knowing what comes next.
  27. 27. PRESS RESET ONYOUR BRAIN
  28. 28. QUESTIONS?

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