Gareth Kay, Associate Partner and Director of Brand Strategy at Goodby, Silverstein & Partners will inspire us all with thoughts on how strategy has to evolve if it’s to inform work that’s ...
Gareth Kay, Associate Partner and Director of Brand Strategy at Goodby, Silverstein & Partners will inspire us all with thoughts on how strategy has to evolve if it’s to inform work that’s interactive, shareable, and participatory.
Tej Desai, Interactive & Engagement Director at Lowe MENA FZ LLCVery well articulated points. Drives home the point very well. As Simon, right pointed out there are very few people who practise what they preach. So this is setting a good example. thanks for sharing!2 years ago
Simon Law, Advertising Planning at Fabric/True WorldwideAs ever, brilliant. What I love about it is that you're able to genuinely embed some of the work you're doing at GS&P as examples. Lots of rhetoric out there, but not so many people who practise what they preach!2 years ago
MDW Boulder April ’11 | Gareth Kay_Strategy for the Post Digital AgePresentation Transcript
Gareth Kay: Associate Partner, Director of Brand Strategy
I H AT E D I G I TA L S T R AT E G Y
S T R AT E G Y F O R T H E P O S T- D I G I TA L W O R L D
P O S T- D I G I TA L?
1992
A G O O D S T R AT E G Y1. Will the message trigger the desired response?2. Is it simple? (“-er” good, “-est” best)3. Is it entertaining? (what’s the sugar coating for the message ‘pill’)?
N E W T E C H N O LO G Y
“This stuff is as mainstream as it can be.Google, the iPhone - these move theculture more than The Beatles did in the’60’s. It’s shaping the human race.” - Andy Hertzfeld
N E W T E C H N O LO G Y, D I F F E R E N T C U LT U R E
“Nobody comes out of a movie saying,“that was a really good movie. I reallyenjoyed it. It was really clear.” - Russell Davies
$77 million $220 million $310 million
“We’ve moved from a downloading culture to an uploading culture.” - Charles Vallance
Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long
W H AT M A K E S A G O O D S T R AT E G Y N O W A D AY S ?
1 . B E I N T E R E S T E D I N W H ATPEOPLE AR E I NTE R ESTE D I N
H A V E A C U LT U R A L M I S S I O N ,N O T S I M P LY A C O M M E R C I A L P R O P O S I T I O N
BUILD A BRIDGE
2. B E I N T E R E ST I N G N OT J U ST R I G H T
Q: “If you had to choose, would you rather be interesting or right?” —Malcolm Gladwell, GQ Magazine
“If I were President of the United States, I would ratherA: be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist— what journalist would rather be right than interesting?” —Malcolm Gladwell, GQ Magazine
I NTE R ESTI NG & RIGHT
I F YO U A R E I N T E R E ST I N G ,I NTE R ESTI NG TH I NGS HAPPE N
L E AV E G A P S
3. D O S T U F F, D O N ’ T J U S T S AY S T U F F
W E N O W L I V E I N T H E A G E I F I D E A S T H AT D O
S TO P C O M M U N I C AT I N G P R O D U C T S A N DS TA R T M A K I N G C O M M U N I C AT I O N P R O D U C T S U S E F U L , E N T E R TA I N I N G , M E M O R A B L E N OT I N T E R R U P T I V E E X P E R I E N C E S C R E AT E , D O N ’ T J U S T F I L L , M E D I A S PA C E
D O N ’ T J U S T C O M M U N I C AT E A P R O D U C T M A K E C O M M U N I C AT I O N P R O D U C T S
4. E X P E R I M E N T W I T H S TO R Y T E L L I N G
T E L L S TO R I E S A C R O S S S C R E E N S
5 . M A K E T H E E V E R Y D AY P L AY F U L A N D U S E F U L
R E DUCE FR ICTION
6. WOR K SMARTE R
HIRE D I F F E R E N T LY
7. B R EAK TH E TYRAN NY OF PE R FECTION
“The show doesn’t go on because it’s ready;it goes on because it’s eleven thirty.” - Lorne Michaels
E X P E R I M E N TS N OT R E S E A R C H
M I N I M U M VIAB LE PRODUCT
C O M M U N I C AT I O N R & D
I N S U M M A RY
Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long
“Creative firms of all kinds (including ours) know that they must evolve at LEAST as fast as the world is changing around them.” —Tom Kelley, General Manager, IDEO
Nicolás Acevedo
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