Creating Digital Magical Ideas for Advertising Agencies

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Presented at Pinasthika Advertising Seminar 2011, Yogyakarta, Indonesia

Presented at Pinasthika Advertising Seminar 2011, Yogyakarta, Indonesia

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  • 1. Enda Nasution Salingsilang.comEngineer | Copywriter | BloggerWhere’s the Digital Magical Ideasis coming from?http://www.flickr.com/photos/bambola_world/2954265552/
  • 2. My Information• Enda Nasution – Personal blog: http://enda.goblogmedia.com – Twitter: http://twitter.com/enda – Facebook: http://facebook.com/endanasution – Email: enda@salingsilang.com• Non practicing Civil Engineer with 6 year old son• Copywriter with Ogilvy & Mather Jakarta• Blogging since 2001, 1st chairman to Pesta Blogger 2007• Technical Advisor Inmark Digital (2009 – now)• Managing Director of SalingSilang.com, Indonesian Social Media Platfom (2011 – now)
  • 3. Examples of Digital Magical Ideashttp://www.flickr.com/photos/vancouverfilmschool/5143625176/
  • 4. How digital ideas can help advertising? Extended Channels | Social Play | Something Newhttp://www.flickr.com/photos/ruthhb/4174727909/
  • 5. But where’s the magic coming from?http://www.flickr.com/photos/kaysha/2889635418/
  • 6. Having the right Communication TEAMhttp://www.flickr.com/photos/snenad/2114835636/
  • 7. Advertising AgencyDIGI ResearchTAL? Brand Team Activation PR Digital as last resort?
  • 8. Traditional Ad Agency PR Firms (sister comp.) Social MediaIT Company Persona Digital Agency Everybody can do it
  • 9. Creative Account Planning Team Team Team Account Art Director Brand Planner Director Account Copywriter Brand Planner Manager/Exe. Common Advertising Agency Team
  • 10. • Marketing Plan Client Brief • Marketing Direction • Campaign Planning Planner • Brand Planning Brief • Brand Direction Creative • Creative Process Brief • Creative ExecutionWhich stage should we talk about digital?
  • 11. Is there a place for a digital person?Social Media Strategist | Digital Specialisthttp://www.flickr.com/photos/henteaser/234909155/
  • 12. http://www.flickr.com/photos/dunechaser/253055698/
  • 13. THE PROPOSALhttp://www.flickr.com/photos/drmoores/5381173743/
  • 14. A combination of stuff Storytelling Digital Brand Skill Knowledge Communi cation Strategyhttp://www.flickr.com/photos/torley/3813317440/
  • 15. Digital Magical Ideas starts at the very early beginning  Don’t treat digital as “gimmick”  Include a “digital specialist” in the process  Building relationship through dialog  Talk about what interests YOU not brandshttp://www.flickr.com/photos/tomahawktim/224438860/
  • 16. http://www.flickr.com/photos/will-lion/2597608152/