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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.

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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Transcript

  • 1. A THOUSAND CHANNELS
  • 2. TRADITIONAL MEDIA 50 YEARS IN THE MAKING.
  • 3. TV 30 SECONDS
  • 4. PRINT 1.5 SECONDS
  • 5. 0.3 SECONDS OUT OF HOME
  • 6. IT’S ALL ABOUT REDUCTION OF THE MESSAGE
  • 7. 0.3 SECONDS- 10 HOURS DIGITAL
  • 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. AND THE SAME RULES APPLY FOR PRINT AND BANNERS.
  • 10. DIGITAL IS NOT THE LOWEST COMMON DENOMINATOR, IT’S THE BIGGEST POSSIBLE COMMUNICATOR.
  • 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. DIGITAL IS NOT 1 CHANNEL SO THERE’S NOT 1 BEHAVIOUR
  • 13. DIGITAL IS A THOUSAND CHANNELS AND A THOUSAND BEHAVIOURS
  • 14. THE ONE WHO SAYS IT’S TRADITIONAL VS. DIGITAL WILL LOOSE THE BATTLE
  • 15. CREATIVITY STILL APPLIES
  • 16. BUT WE NEED TO UNDERSTAND PEOPLE, BEHAVIOURS & CHANNELS
  • 17. PEOPLE BEHAVIOUR RELEVANCE CHANNEL
  • 18. THIS IS HOW TO WRITE A NEW CREATIVE BRIEF BUT ALSO A NEW MODEL OF THE CREATIVE PROCESS
  • 19. CALL I T CREA TIVE S TRATE GY
  • 20. ENOUGH TALKING SOME G OO D EX A M P LE S
  • 21. SOME GOOD EXAMPLES OF BAD STUFF
  • 22. SO CAN I GET AN ENCORE
  • 23. PRODUCT PEOPLE CREATIVITY RELEVANCE CHANNEL BEHAVIOUR
  • 24. LET’S TRY
  • 25. ALL TOGETHER NOW
  • 26. PRODUCT?
  • 27. PEOPLE?
  • 28. CHANNEL?
  • 29. BEHAVIOUR?
  • 30. = IDEA
  • 31. THANKS