WELCOME TO                        MAKING DIGITAL                        WORKWednesday, April 27, 2011
Edward Boches                           Matt Howell                              Gareth Kay                           Matt...
I don’t have to                    advertising               creative director                                   learn any...
oh yeah?  could you think this up?Wednesday, April 27, 2011
not without knowing                            something about                            html5, google’s                 ...
could you think                      this up?Wednesday, April 27, 2011
not without knowing                            exactly how Twitter                            works, how to               ...
could you think                      this up?Wednesday, April 27, 2011
not without being                            among the first                            people to use and                 ...
could you think                      this up?Wednesday, April 27, 2011
not without knowing                            and understanding                            what you can do               ...
could you think                      this up?Wednesday, April 27, 2011
not without thinking                            like a software                            company and                    ...
the work                            ad                                   vWednesday, April 27, 2011
the making                             vWednesday, April 27, 2011
what will we                         cover?    briefs                                   processes                         ...
what will you get                    out of it?                                 ideas                                 vali...
Wednesday, April 27, 2011
We are living                            through the                            disorientation that                       ...
eight trendsWednesday, April 27, 2011
eight trends                              consumers want to participateWednesday, April 27, 2011
eight trends                              consumers want to participate                              we have complex relat...
eight trends                              consumers want to participate                              we have complex relat...
eight trends                              consumers want to participate                              we have complex relat...
eight trends                              consumers want to participate                              we have complex relat...
eight trends                              consumers want to participate                              we have complex relat...
eight trends                              consumers want to participate                              we have complex relat...
eight trends                              consumers want to participate                              we have complex relat...
Wednesday, April 27, 2011
SEARCH                                                                    LE                                              ...
entertainment           information                 utility                 awareness         websites               loyal...
useful  short                                    long  term                                     term                      ...
appsWednesday, April 27, 2011
iAdsWednesday, April 27, 2011
socialWednesday, April 27, 2011
micrositesWednesday, April 27, 2011
Wednesday, April 27, 2011
live eventsWednesday, April 27, 2011
gaming                dynamicsWednesday, April 27, 2011
videoWednesday, April 27, 2011
what they all have                         in common      experiences                                        invite partic...
what has to change:                           mindset    audience                                     messages            ...
what has to change:                           mindset    audience    community                                     message...
what has to change:               definition of creative                                        user experience           ...
“                            Ive worked for some of the best creative shops in north                            america, a...
what has to change:                           the brief   from:                                       who is our target?  ...
what has to change:                           the brief   to:                                       who is our community? ...
what has to change:                           the brief                                       interactive                 ...
what has to change:                          the team                       CW            CW       CW       Design        ...
what has to change:                           skillsets                                           copywriter              ...
what has to change:                           skillsets                                           copywriter              ...
what has to change:                       the processWednesday, April 27, 2011
what has to change:                       the processWednesday, April 27, 2011
where do you start:                       organization    pressure from the top                                       buy-...
where do you start:                    as an individual                                       new sources of content      ...
expect mistakes   how we sold                                        encouraging offline ae’s to think and sell digital wi...
iterateWednesday, April 27, 2011
#bdwboulder                        post@makingdigitalwork.posterous.comWednesday, April 27, 2011
thank youWednesday, April 27, 2011
stuffWednesday, April 27, 2011
social stateWednesday, April 27, 2011
social stateWednesday, April 27, 2011
define the job differentlyWednesday, April 27, 2011
after all that, keep upWednesday, April 27, 2011
expect mistakes               how we sold - encouraging offline ae’s to think and sell digital with no training or        ...
expect mistakes               how we sold - encouraging offline ae’s to think and sell digital with no training or        ...
expect mistakes               how we sold – encouraging offline ae’s to think and sell digital with no training or supervi...
expect mistakes                 how we sold - encouraging offline ae’s to       how we delivered - collapsed all project  ...
expect mistakes                 how we sold - encouraging offline ae’s to       how we delivered - collapsed all project  ...
chair    twitter   marty st g              trueblue                            OOH        website         experientialWedn...
sour videoWednesday, April 27, 2011
eight trends                              consumers want to participate                              we have complex relat...
Upcoming SlideShare
Loading in …5
×

MDW Boulder April '11 | Edward Boches_The Evolving Landscape, Consumer and Marketplace

2,326
-1

Published on

Edward Boches, Chief Innovation Officer at Mullen,
focusing on the need to actually build things,
collaborate across disciplines and learn by doing
rather than watching.

Published in: Technology, Business

MDW Boulder April '11 | Edward Boches_The Evolving Landscape, Consumer and Marketplace

  1. 1. WELCOME TO MAKING DIGITAL WORKWednesday, April 27, 2011
  2. 2. Edward Boches Matt Howell Gareth Kay Matt Britton Chief Innovation Officer Global Chief Digital Officer Director. Brand Strategy CEO Mullen Arnold Worldwide Goodby, Silverstein and Partners Mr. Youth @edwardboches @mrhowell @garethk @mattyb123 Tim Malbon Alessandra Lariu Daniel Stein Kim Laama Scott Prindle Founding Partner SVP, Digital Group Creative Director CEO Creative Director VP/Executive Creative Technology Director Made By Many McCann Erickson EVB AKQA CP+B @malbonster @alelariu @danielstein @kimlaama @prindlescottWednesday, April 27, 2011
  3. 3. I don’t have to advertising creative director learn any digital technology because I know that no matter what I think up someone can build it.Wednesday, April 27, 2011
  4. 4. oh yeah? could you think this up?Wednesday, April 27, 2011
  5. 5. not without knowing something about html5, google’s APIs and what you could do with them.Wednesday, April 27, 2011
  6. 6. could you think this up?Wednesday, April 27, 2011
  7. 7. not without knowing exactly how Twitter works, how to leverage influencers and how to stimulate conversationWednesday, April 27, 2011
  8. 8. could you think this up?Wednesday, April 27, 2011
  9. 9. not without being among the first people to use and embrace new technologies and think about building things rather than saying things.Wednesday, April 27, 2011
  10. 10. could you think this up?Wednesday, April 27, 2011
  11. 11. not without knowing and understanding what you can do with customer dataWednesday, April 27, 2011
  12. 12. could you think this up?Wednesday, April 27, 2011
  13. 13. not without thinking like a software company and knowing how to leverage the network effectWednesday, April 27, 2011
  14. 14. the work ad vWednesday, April 27, 2011
  15. 15. the making vWednesday, April 27, 2011
  16. 16. what will we cover? briefs processes teams t-shaped people new definition of creative role of technology examples trendsWednesday, April 27, 2011
  17. 17. what will you get out of it? ideas validation ammunition confidence courageWednesday, April 27, 2011
  18. 18. Wednesday, April 27, 2011
  19. 19. We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by a small group of individualsWednesday, April 27, 2011
  20. 20. eight trendsWednesday, April 27, 2011
  21. 21. eight trends consumers want to participateWednesday, April 27, 2011
  22. 22. eight trends consumers want to participate we have complex relationships with mediaWednesday, April 27, 2011
  23. 23. eight trends consumers want to participate we have complex relationships with media community is our new source of contentWednesday, April 27, 2011
  24. 24. eight trends consumers want to participate we have complex relationships with media community is our new source of content we want to do business with human brandsWednesday, April 27, 2011
  25. 25. eight trends consumers want to participate we have complex relationships with media community is our new source of content we want to do business with human brands we join forces to exert influenceWednesday, April 27, 2011
  26. 26. eight trends consumers want to participate we have complex relationships with media community is our new source of content we want to do business with human brands we join forces to exert influence there is no such thing as perfectWednesday, April 27, 2011
  27. 27. eight trends consumers want to participate we have complex relationships with media community is our new source of content we want to do business with human brands we join forces to exert influence there is no such thing as perfect we have a new definition of qualityWednesday, April 27, 2011
  28. 28. eight trends consumers want to participate we have complex relationships with media community is our new source of content we want to do business with human brands we join forces to exert influence there is no such thing as perfect we have a new definition of quality attention is the new scarcityWednesday, April 27, 2011
  29. 29. Wednesday, April 27, 2011
  30. 30. SEARCH LE AR AY N PL Earn  TrueBlue   points  every  2me   you  check  in  at   JetBlue   CT EN SA TE AN RT TR AIN CONNECTWednesday, April 27, 2011
  31. 31. entertainment information utility awareness websites loyalty buzz presence engineering barriers to exit attention social added value cultural impact mobile competitive advantage scale accessible community owned contentWednesday, April 27, 2011
  32. 32. useful short long term term entertainingWednesday, April 27, 2011
  33. 33. appsWednesday, April 27, 2011
  34. 34. iAdsWednesday, April 27, 2011
  35. 35. socialWednesday, April 27, 2011
  36. 36. micrositesWednesday, April 27, 2011
  37. 37. Wednesday, April 27, 2011
  38. 38. live eventsWednesday, April 27, 2011
  39. 39. gaming dynamicsWednesday, April 27, 2011
  40. 40. videoWednesday, April 27, 2011
  41. 41. what they all have in common experiences invite participation defined by user sharing is essential leverage community content/utility is productWednesday, April 27, 2011
  42. 42. what has to change: mindset audience messages target media plan penetrateWednesday, April 27, 2011
  43. 43. what has to change: mindset audience community messages experiences target invite media plan interest plan penetrate collaborateWednesday, April 27, 2011
  44. 44. what has to change: definition of creative user experience and engagement are the new art and copyWednesday, April 27, 2011
  45. 45. “ Ive worked for some of the best creative shops in north america, and the biggest issues regarding digital integration that Ive run into are: idea recognition and experience design. Many creative-lead shops have established methodologies for coming up with great ideas, and have senior creative directors who might not have the experience to understand/ recognize good digital ideas. (That said, it often doesnt stop the creative-lead shop at coming up with original ideas that work within the digital space.) If traditional agencies want to be the future of digital, I think they need to invest in experience design & experience strategy. Learning how to do this, and effectively integrating “ those UX evangelists throughout the agency will ultimately determine those agencies that move the industry forward. Jordan Julien Digital & social strategy consultant & UX Architect for BMW, Coke, Telus, Dove, Canadian Tire, AT&T, Microsoft, Cineplex, VISA, Toyota, GE, P&GWednesday, April 27, 2011
  46. 46. what has to change: the brief from: who is our target? what is our insight? what is our message? where do we reach them? how do we measure success?Wednesday, April 27, 2011
  47. 47. what has to change: the brief to: who is our community? where do they hang out? what value can we add? what should our content be? how will people get involved? what platforms, tech, APIs should we use? what will make it ongoing? how will we measure success?Wednesday, April 27, 2011
  48. 48. what has to change: the brief interactive useful shareable participatoryWednesday, April 27, 2011
  49. 49. what has to change: the team CW CW CW Design AD Design AD UX UX Social Tech Social Mobile MobileWednesday, April 27, 2011
  50. 50. what has to change: skillsets copywriter art director web designer IA/UX programmer video producer content strategist connection planner PR/social media media analyticsWednesday, April 27, 2011
  51. 51. what has to change: skillsets copywriter art director web designer IA/UX programmer video producer content strategist connection planner PR/social media media analyticsWednesday, April 27, 2011
  52. 52. what has to change: the processWednesday, April 27, 2011
  53. 53. what has to change: the processWednesday, April 27, 2011
  54. 54. where do you start: organization pressure from the top buy-in from everyone commitment of resources actionable steps measurementWednesday, April 27, 2011
  55. 55. where do you start: as an individual new sources of content actively use social media learn what you can do with an api partner with someone different don’t be afraid of tech (go one step beyond)Wednesday, April 27, 2011
  56. 56. expect mistakes how we sold encouraging offline ae’s to think and sell digital with no training or supervision – neglected to put digital-savvy person in new business role – arrogant enough to think we knew what we were talking about how we scoped refused to acknowledge true costs of digital - gave team leftover money squeezed from offline budgets – failed to train clients on actual value – brought message rather than experience mentality to the space – gave digital work away to “get” the business – perpetuated the diminished worth of digital how we staffed continued to hire legacy talent l focused on usage rather than future when downsizing – assumed traditional talent could lead digital efforts - believed project management could compensate for digitally naïve account people – defined integration as offline people could try digital (but not the other way around) how we delivered collapsed all project management into one group, allowing key online pm to leave – assumed a “brand” creative brief was enough despite lack of details to do effective digital work - allowed traditional creative teams to present ideas before including UX and technology – failed to unite different groups physically delayed integrating digital media, creative, Technical Support – neglected to invest in collaborative technology, depending too much on IT instead of developers how we rewarded assumed digital people would put learning on hold while they spent time cleaning up after offline colleagues – under invested in training (formal and informal) – didn’t mandate digital skill expansion as part of performance evaluation for allWednesday, April 27, 2011
  57. 57. iterateWednesday, April 27, 2011
  58. 58. #bdwboulder post@makingdigitalwork.posterous.comWednesday, April 27, 2011
  59. 59. thank youWednesday, April 27, 2011
  60. 60. stuffWednesday, April 27, 2011
  61. 61. social stateWednesday, April 27, 2011
  62. 62. social stateWednesday, April 27, 2011
  63. 63. define the job differentlyWednesday, April 27, 2011
  64. 64. after all that, keep upWednesday, April 27, 2011
  65. 65. expect mistakes how we sold - encouraging offline ae’s to think and sell digital with no training or supervision - neglected to put digital-savvy person in new business role - arrogant enough to think we knew what we were talking about how we scoped - refused to acknowledge true costs of digital - gave team leftover money squeezed from offline budgets - failed to train clients on actual value - brought message rather than experience mentality to the space - gave digital work away to “get” the business - perpetuated the diminished worth of digital how we staffed - continued to hire legacy talent l focused on usage rather than future when downsizing - assumed traditional talent could lead digital efforts - believed project management could compensate for digitally naïve account people - defined integration as offline people could try digital (but not the other way around) how we delivered - collapsed all project management into one group, allowing key online pm to leave - assumed a “brand” creative brief was enough despite lack of details to do effective digital work - allowed traditional creative teams to present ideas before including UX and technology - failed to unite different groups physically l delayed integrating digital media, creative, Technical Support - neglected to invest in collaborative technology, depending too much on IT instead of developers how we rewarded - assumed digital people would put learning on hold while they spent time cleaning up after offline colleagues - under invested in training (formal and informal) - didn’t mandate digital skill expansion as part of performance evaluation for allWednesday, April 27, 2011
  66. 66. expect mistakes how we sold - encouraging offline ae’s to think and sell digital with no training or supervision - neglected to put digital-savvy person in new business role - arrogant enough to think we knew what we were talking about how we scoped - refused to acknowledge true costs of digital - gave team leftover money squeezed from offline budgets - failed to train clients on actual value - brought message rather than experience mentality to the space - gave digital work away to “get” the business - perpetuated the diminished worth of digital how we staffed - continued to hire legacy talent l focused on usage rather than future when downsizing - assumed traditional talent could lead digital efforts - believed project management could compensate for digitally naïve account people - defined integration as offline people could try digital (but not the other way around) how we delivered - collapsed all project management into one group, allowing key online pm to leave - assumed a “brand” creative brief was enough despite lack of details to do effective digital work - allowed traditional creative teams to present ideas before including UX and technology - failed to unite different groups physically l delayed integrating digital media, creative, Technical Support - neglected to invest in collaborative technology, depending too much on IT instead of developers how we rewarded - assumed digital people would put learning on hold while they spent time cleaning up after offline colleagues - under invested in training (formal and informal) - didn’t mandate digital skill expansion as part of performance evaluation for allWednesday, April 27, 2011
  67. 67. expect mistakes how we sold – encouraging offline ae’s to think and sell digital with no training or supervision – neglected to put digital-savvy person in new business role – arrogant enough to think we knew what we were talking about how we scoped – refused to acknowledge true costs of digital - gave team leftover money squeezed from offline budgets – failed to train clients on actual value – brought message rather than experience mentality to the space – gave digital work away to “get” the business – perpetuated the diminished worth of digital how we staffed – continued to hire legacy talent l focused on usage rather than future when downsizing – assumed traditional talent could lead digital efforts - believed project management could compensate for digitally naïve account people – defined integration as offline people could try digital (but not the other way around) how we delivered – collapsed all project management into one group, allowing key online pm to leave – assumed a “brand” creative brief was enough despite lack of details to do effective digital work - allowed traditional creative teams to present ideas before including UX and technology – failed to unite different groups physically delayed integrating digital media, creative, Technical Support – neglected to invest in collaborative technology, depending too much on IT instead of developers how we rewarded – assumed digital people would put learning on hold while they spent time cleaning up after offline colleagues – under invested in training (formal and informal) – didn’t mandate digital skill expansion as part of performance evaluation for allWednesday, April 27, 2011
  68. 68. expect mistakes how we sold - encouraging offline ae’s to how we delivered - collapsed all project think and sell digital with no training or management into one group, allowing key supervision - neglected to put digital-savvy online pm to leave - assumed a “brand” person in new business role - arrogant enough creative brief was enough despite lack of to think we knew what we were talking about details to do effective digital work - allowed traditional creative teams to present ideas how we scoped - refused to acknowledge before including UX and technology - failed to true costs of digital - gave team leftover unite different groups physically l delayed money squeezed from offline budgets - failed integrating digital media, creative, Technical to train clients on actual value - brought Support - neglected to invest in collaborative message rather than experience mentality to technology, depending too much on IT the space - gave digital work away to “get” instead of developers the business - perpetuated the diminished worth of digital how we staffed - continued to hire how we rewarded - assumed digital people legacy talent l focused on usage rather would put learning on hold while they spent than future when downsizing - assumed time cleaning up after offline colleagues - traditional talent could lead digital under invested in training (formal and efforts - believed project management informal) - didn’t mandate digital skill could compensate for digitally naïve expansion as part of performance account people - defined integration as offline people could try digital (but not evaluation for all the other way around)Wednesday, April 27, 2011
  69. 69. expect mistakes how we sold - encouraging offline ae’s to how we delivered - collapsed all project think and sell digital with no training or management into one group, allowing key supervision - neglected to put digital-savvy online pm to leave - assumed a “brand” person in new business role - arrogant enough creative brief was enough despite lack of to think we knew what we were talking about details to do effective digital work - allowed traditional creative teams to present ideas before including UX and technology - failed to how we scoped - refused to acknowledge unite different groups physically l delayed true costs of digital - gave team leftover integrating digital media, creative, Technical money squeezed from offline budgets - failed Support - neglected to invest in collaborative to train clients on actual value - brought technology, depending too much on IT message rather than experience mentality to instead of developers the space - gave digital work away to “get” the business - perpetuated the diminished worth of digital how we staffed - continued to hire how we rewarded - assumed digital people legacy talent l focused on usage rather would put learning on hold while they spent than future when downsizing - assumed time cleaning up after offline colleagues - traditional talent could lead digital under invested in training (formal and efforts - believed project management informal) - didn’t mandate digital skill could compensate for digitally naïve expansion as part of performance account people - defined integration as evaluation for all offline people could try digital (but not the other way around)Wednesday, April 27, 2011
  70. 70. chair twitter marty st g trueblue OOH website experientialWednesday, April 27, 2011
  71. 71. sour videoWednesday, April 27, 2011
  72. 72. eight trends consumers want to participate we have complex relationships with media community is our new source of content we want to do business with human brands we join forces to exert influence there is no such thing as perfect we have a new definition of quality attention is the new scarcityWednesday, April 27, 2011
  1. Gostou de algum slide específico?

    Recortar slides é uma maneira fácil de colecionar informações para acessar mais tarde.

×