Hello
Creative work is effective work
7x
12x
5+ =3x
Why is most advertisingunremarkable?
“Highly creative but ineffective work is extremely rare, but very noticeable because it wins awards. What’s less noticeabl...
I’m going to be  stupid enough to attempt to try andanswer that question
Make strategy more useful
1. Make better   problems
Raise awareness
Make our brand more likeable
Sell more
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 rather be right     than interesting. If I were a CEO     of a comp...
If you are interesting,  interesting things     wil happen
Convince 999 out ofa 1000 people they could never be a   Police Officer
Remind milk drinkers  of the anxiety and disappointment thatcomes when milk isn’t available at crucial       moments
Make any sandwich  more exciting
2. Be in theservice of people
Build bridges
3. Be a bit less visible
Remove friction
Elegant solutionstrump elegant things
4. Break the tyranny    of messaging
Stop communicating aproduct and start makingcommunication products
Solve the businessproblem, don’t just   make an ad
5. Change the way     we work
Big ideas aren’tso big anymore
‘From suck to non-suck’                    Pixar
Build a culture ofexperimentation  not planning
Communications    R&D
Eradicate thepointless quest for    perfection
“The show doesn’tgo on because it’s ready; it goes onbecause it’s 1130”         Lorne Michaels
Stop working dumb
Be rewarded for good behavior
Embrace change
“If you don’t like change,    you’re going to like  irrelevance even less”               Gen. Eric Shinseki
Thanks         @garethk  gplus.to/garethk
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
Nz effie deck sep 2011
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Nz effie deck sep 2011

  1. 1. Hello
  2. 2. Creative work is effective work
  3. 3. 7x
  4. 4. 12x
  5. 5. 5+ =3x
  6. 6. Why is most advertisingunremarkable?
  7. 7. “Highly creative but ineffective work is extremely rare, but very noticeable because it wins awards. What’s less noticeable, but without any doubt of fargreater cost to the business community is the amountof uncreative advertising that creates little return onits investment. We’re bombarded with it everyday of our lives. It’s the advertising we’ve grown so capable of tuning out of that we don’t even noticeanymore. The 2,998 ads you can’t recall from the last 24 hours. Clients of our industry spend billions of dollars on them each year. Call me crazy, but shouldn’t that be the problem we’re working to solve? ” James Hurman
  8. 8. I’m going to be stupid enough to attempt to try andanswer that question
  9. 9. Make strategy more useful
  10. 10. 1. Make better problems
  11. 11. Raise awareness
  12. 12. Make our brand more likeable
  13. 13. Sell more
  14. 14. Q: “If you had to choose, would you rather be interesting or right?” —Malcolm Gladwell, GQ Magazine
  15. 15. “If I were President of the United States, I would rather be right than interesting. If I were a CEO of a company, I would rather beA: right than interesting. But I am a journalist— what journalist would rather be right than interesting?” —Malcolm Gladwell, GQ Magazine
  16. 16. If you are interesting, interesting things wil happen
  17. 17. Convince 999 out ofa 1000 people they could never be a Police Officer
  18. 18. Remind milk drinkers of the anxiety and disappointment thatcomes when milk isn’t available at crucial moments
  19. 19. Make any sandwich more exciting
  20. 20. 2. Be in theservice of people
  21. 21. Build bridges
  22. 22. 3. Be a bit less visible
  23. 23. Remove friction
  24. 24. Elegant solutionstrump elegant things
  25. 25. 4. Break the tyranny of messaging
  26. 26. Stop communicating aproduct and start makingcommunication products
  27. 27. Solve the businessproblem, don’t just make an ad
  28. 28. 5. Change the way we work
  29. 29. Big ideas aren’tso big anymore
  30. 30. ‘From suck to non-suck’ Pixar
  31. 31. Build a culture ofexperimentation not planning
  32. 32. Communications R&D
  33. 33. Eradicate thepointless quest for perfection
  34. 34. “The show doesn’tgo on because it’s ready; it goes onbecause it’s 1130” Lorne Michaels
  35. 35. Stop working dumb
  36. 36. Be rewarded for good behavior
  37. 37. Embrace change
  38. 38. “If you don’t like change, you’re going to like irrelevance even less” Gen. Eric Shinseki
  39. 39. Thanks @garethk gplus.to/garethk
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