Omni-Channel Old Spice

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The creative guys behind Old Spice share their secrets in how they continue to revive and grow the quintessential brand across channels, both traditional and new.

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Omni-Channel Old Spice

  1. 1. + CRAIG ALLEN: Creative Director X
  2. 2. + JASON BAGLEY: Also a Creative Director
  3. 3. USING SEX TO SELL LOST MARKET SHARE TO COMPETITORS IRRELEVENT TO YOUNG GUYS AND DESPERATELY TRYING TO APPEAL TO THEM
  4. 4. A BRAND WITHOUT A VOICE
  5. 5. WHAT IS DATA?
  6. 6. DATA IS A WEAPON. IT CAN ENHANCE CREATIVITY, OR KILL IT.
  7. 7. TEST EARLY, TEST LATE, NOT IN THE MIDDLE.
  8. 8. COLLECT DATA BEFORE C R E A T I V E CONCEPTING.
  9. 9. THANKS DATA!
  10. 10. THANKS DATA!
  11. 11. COLLECT DATA AFTER C R E AT I V E CONCEPTING.
  12. 12. USE DATA TO PURSUADE CLIENT TO DO MORE WORK
  13. 13. THANKS DATA!
  14. 14. USE DATA TO HELP MAKE AN ARGUMENT
  15. 15. THANKS DATA!
  16. 16. DON’T COLLECT DATA IN THE MIDDLE
  17. 17. Some people say, give the customers what they want, but that’s not my approach. Our job is to figure out what they’re going to want before they do. People don’t know what they want until you show it to them. -Steve Jobs-Craig Allen If I had asked people what they wanted, they would have said faster horses. -Henry Ford-Jason Bagley
  18. 18. DON’T LET DATA DICTATE CREATIVE
  19. 19. DON’T COLLECT DATA IN THE MIDDLE
  20. 20. CREATIVITY SHOULD NOT BE A SLAVE TO DATA. DATA SHOULD BE CREATIVITY’S SLAVE.
  21. 21. WE’LL TRY TO SOUND SMART AND ANSWER ANY QUESTIONS YOU HAVE DON’T BE SHY!!!!!!! DON’T BE SHY!!!!!!! THANKS DATA!

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