A New Model for Creative Campaigns: Open Source

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The digitization of advertising hasn’t just changed the work that we do. It has also changed the way that we work and the kind of talent needed to succeed. There is no such thing as a standard unit anymore. It takes a team of specialists to develop a campaign that 20 years ago took a handful of people. Agencies can’t use the same model and expect to be successful. The best teams are made up of those who invite others in to make their ideas bigger and better. To succeed in this environment, campaigns must be developed as open source so that other team members can add to and improve ideas.

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A New Model for Creative Campaigns: Open Source

  1. 1. Open Source october 23, 2013 Pete Imwalle EVP, Chief Digital & Integration Officer @PeteImwalle 1 Monday, October 28, 13
  2. 2. Traditional creative development 2 Monday, October 28, 13
  3. 3. Nincompoop Forest 3 Monday, October 28, 13
  4. 4. Marketing in a digital world. 4 Monday, October 28, 13
  5. 5. The big idea is just the start. 5 Monday, October 28, 13
  6. 6. Never Been Done Before vs New Configurations. Monday, October 28, 13
  7. 7. Honda: Matthew’s Day Off 7 Monday, October 28, 13
  8. 8. Intuit: Small Business. Big Game. 8 Monday, October 28, 13
  9. 9. Listening Cloud 9 Monday, October 28, 13
  10. 10. Lessons Learned 10 Monday, October 28, 13
  11. 11. lessons learned Embrace “open source.” 11 Monday, October 28, 13
  12. 12. lessons learned Champion the collaborators. 12 Monday, October 28, 13
  13. 13. lessons learned Share early & often. 13 Monday, October 28, 13
  14. 14. lessons learned Involve SMEs. 14 Monday, October 28, 13
  15. 15. lessons learned Idea-Diluters live in groups. 15 Monday, October 28, 13
  16. 16. lessons learned Align measurements of success. 16 Monday, October 28, 13
  17. 17. Thank you. october 23, 2013 Pete Imwalle EVP, Chief Digital & Integration Officer @PeteImwalle 17 Monday, October 28, 13

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