Nz effie deck sep 2011

Creative work is effective work

5+ =3x

Why is most advertisingunremarkable?

“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

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 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

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

http://luismiranda.posterous.com	148
http://humanlyrelevant.tumblr.com	26
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http://paper.li	7
http://twitter.com	5
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Nz effie deck sep 2011

by Gareth Kay on Sep 06, 2011

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Nz effie deck sep 2011 — Presentation Transcript