Lcc

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A presentation I held for London College of Communication's 1st and 2nd year students at their BA in Creative Advertising Strategy about how the creative process must reflect digital's evolution.

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Lcc

  1. 1. A THOUSAND CHANNELS
  2. 2. TRADITIONAL MEDIA 50 YEARS IN THE MAKING.
  3. 3. TV 30 SECONDS
  4. 4. PRINT 1.5 SECONDS
  5. 5. 0.3 SECONDS OUT OF HOME
  6. 6. IT’S ALL ABOUT REDUCTION OF THE MESSAGE
  7. 7. 0.3 SECONDS- 10 HOURS DIGITAL
  8. 8. WATCHING A 30 SECOND CLIP ON YOUTUBE IS COMPARABLE TO WATCHING A 30 SECOND CLIP ON TV. EXCEPT THAT YOU DO IT VOLUNTARILY ON YOUTUBE.
  9. 9. AND THE SAME RULES APPLY FOR PRINT AND BANNERS.
  10. 10. DIGITAL IS NOT THE LOWEST COMMON DENOMINATOR, IT’S THE BIGGEST POSSIBLE COMMUNICATOR.
  11. 11. BEHAVIOUR PLAYING DOODLE JUMP ON YOUR iPhone IS NOTHING LIKE FLAT HUNTING ON GUMTREE. SHARING A PLAYLIST ON SPOTIFY, ISN’T THE SAME AS LIKING THE HOT GIRL’S STATUS UPDATE. TRANSFERRING MONEY ON YOUR INTERNET BANK, IS NOTHING LIKE RETWEETING YOUR FAVOURITE AGENCY.
  12. 12. DIGITAL IS NOT 1 CHANNEL SO THERE’S NOT 1 BEHAVIOUR
  13. 13. DIGITAL IS A THOUSAND CHANNELS AND A THOUSAND BEHAVIOURS
  14. 14. THE ONE WHO SAYS IT’S TRADITIONAL VS. DIGITAL WILL LOOSE THE BATTLE
  15. 15. CREATIVITY STILL APPLIES
  16. 16. BUT WE NEED TO UNDERSTAND PEOPLE, BEHAVIOURS & CHANNELS
  17. 17. PEOPLE BEHAVIOUR RELEVANCE CHANNEL
  18. 18. THIS IS HOW TO WRITE A NEW CREATIVE BRIEF BUT ALSO A NEW MODEL OF THE CREATIVE PROCESS
  19. 19. CALL I T CREA TIVE S TRATE GY
  20. 20. ENOUGH TALKING SOME G OO D EX A M P LE S
  21. 21. SOME GOOD EXAMPLES OF BAD STUFF
  22. 22. SO CAN I GET AN ENCORE
  23. 23. PRODUCT PEOPLE CREATIVITY RELEVANCE CHANNEL BEHAVIOUR
  24. 24. LET’S TRY
  25. 25. ALL TOGETHER NOW
  26. 26. PRODUCT?
  27. 27. PEOPLE?
  28. 28. CHANNEL?
  29. 29. BEHAVIOUR?
  30. 30. = IDEA
  31. 31. THANKS

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