Great Creative:getting back to basics        Grant McCracken, Ph.D.        MIT        Author of Chief Culture Officer
four chapters1. social media not sufficient   media2. the Volvo spot3. anthropological speaking4. getting back to basics
1. social media is         not sufficient media• Diet Coke overtakes Diet Pepsi, Refresh a  failure• Ford Fiesta Movement ...
2. a Volvo spot
what happened here?• EuroRSCG makes “safety” live• “safety” doesn’t matter  until we show why it matters• Rosi is why safe...
3. what is this,anthropologically speaking?
so how does this work?
advertising as fount of         value
4. getting back to basics• nothing makes meaning, brands or  culture like the 30 second spot• only the traditional ad (and...
ad maker, heal thy self• the problem is not just social media• we let the value proposition slip• we didn’t tell the story...
• thank you• thoughts and comments• grant27@gmail.com
Great creative: getting back to basics
Great creative: getting back to basics
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Great creative: getting back to basics

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At the Advertising Research Foundation’s 2011 Annual re:think convention, Grant McCracken, Ph.D.-MIT, Author of Chief Culture Officer presented Great Creative: getting back to basics. Great Creative is a presentation that presents the idea that social media is not sufficient media and challenges advertisers to get back to the basics with traditional advertising to make brands matter.

Published in: Business, News & Politics
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Great creative: getting back to basics

  1. 1. Great Creative:getting back to basics Grant McCracken, Ph.D. MIT Author of Chief Culture Officer
  2. 2. four chapters1. social media not sufficient media2. the Volvo spot3. anthropological speaking4. getting back to basics
  3. 3. 1. social media is not sufficient media• Diet Coke overtakes Diet Pepsi, Refresh a failure• Ford Fiesta Movement doesn’t sell more Fiestas• the evidence is in• social media can’t do the work of traditional advertising• time to get back to basics
  4. 4. 2. a Volvo spot
  5. 5. what happened here?• EuroRSCG makes “safety” live• “safety” doesn’t matter until we show why it matters• Rosi is why safety matters• my point (and I do have one)• you can’t do this with social media• only a 30 second spot can do this
  6. 6. 3. what is this,anthropologically speaking?
  7. 7. so how does this work?
  8. 8. advertising as fount of value
  9. 9. 4. getting back to basics• nothing makes meaning, brands or culture like the 30 second spot• only the traditional ad (and ad man) can make brands matter• a restoration is called for
  10. 10. ad maker, heal thy self• the problem is not just social media• we let the value proposition slip• we didn’t tell the story• we let advertising be anything the client said it was• time to re:think
  11. 11. • thank you• thoughts and comments• grant27@gmail.com

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