HELLO #DIGIWORK
THE BRIEF IN THE POST-DIGITAL AGE




                                    Gareth Kay
                     ...
This isn’t really about the brief or digital...


It’s about the long, slow stuff of culture,
not the tech du jour
It’s ab...
1992
All very similar


A problem to be solved by advertising
‘Consumers’ to ‘target’
A message to say at them
Reasons to belie...
New technology
New technology, different culture
“This stuff is as mainstream as it
can be. Google, the iPhone -
these move the culture more
than The Beatles did in
the ’6...
“Nobody comes out of a movie
saying, “that was a really good
movie. I really enjoyed it. It
was really clear.”
           ...
$77 million
              $220 million
                             $310 million
Technology has driven dramatic, and
continuous, change
More participatory
More social and communal (arguably amplifying wh...
So, obviously, the brief
 remains the same...
“I’m just surprised that no-one’s
thought of a better idea yet”
                           - Stephen King
This isn’t about the digital brief.

  It’s about a better brief for
     the post-digital world.
It’s not simply about the brief.

  It’s about asking having a
   better map of the world
   to ask better questions.
It’s what we do,
not what we say,
that matters
We’ve only ever noticed peacocks.
Changing our behavior
changes how we think.
We need to be like bowerbirds.
We now live in age of ideas that do.
Stop communicating products and
start making communication products.

  Useful entertaining or memorable,
    not interrup...
Ideas that can be advertised,
    not advertising ideas
It’s not what we do;
it’s what people do
to what we do that
matters
We tend to design finite,
  complete products.

We’re not very good at
 designing for gaps.
From a downloading culture
  to an uploading culture.
Customers don’t own
 brands but they do
 want to participate.
              - Charles Vallance
Slippy > sticky.
Generous ideas
are better than
big ideas
Have a social mission,
not just a commercial proposition.
Understand what people are interested in
      and work back from there.
Idea as bridge
Be media positive
Radiohead went out to
where people are and built
experiences there with
partnerships like:

- iTunes for remixes
- aniBoom...
“Media is less and less
often about crafting a
single message to be
consumed by
individuals, and more
and often a way of
c...
Small is the new big
“The bigger a brand
gets, the smaller it
should act, because
no one likes big.”
“Any idea is dangerous if it’s a person
 only idea”

A culture full of depth and complexity


The rule of 5% requires lots...
Roulette isn’t responsible
“The mistake of science is to
 pretend everything is a clock
 when the world is a cloud.”
-Jonah Lehrer, referencing the w...
Coherency, not consistency


                                                                                             ...
It’s about understanding
distributed identity

                                                                           ...
High frequency. Low value.
Semi-predictable rewards.
So what does all this mean
      for the brief?
Pre-digital               Post-digital
     Interruption              Participation

 Image manipulation           Value c...
From saying things at people to
doing things with and for people
From why and what
 to what and how.
Better questions


What’s the real problem?
Who is this among?
How might we best approach solving this?
Why might they tal...
There are no great briefs,
        only great ads.

   There are no great briefs,
 but there are a lot of bad ones.

A goo...
The piece of paper is less
important than the journey.
Communication R&D
In conclusion
It’s less about the brief and digital;
  more about how we think about
    modern communication ideas
From ‘high concept’ to rich,
generous multi-platform ideas
Modern communication ideas are different


They are more about what they do and how they feel, not what they say

They com...
But at their heart, there is simplicity



GET the audience

TO do, feel or think something

BY the power of an idea
And if all else fails....
#digiworkwinsor
Thank you.


http://www.garethkay.com
        @garethk
Postdigitalbriefs2 - August 2010
Postdigitalbriefs2 - August 2010
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Postdigitalbriefs2 - August 2010

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Tweaked, revised deck from the second Making Digital Work session at BDW

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Postdigitalbriefs2 - August 2010

  1. 1. HELLO #DIGIWORK THE BRIEF IN THE POST-DIGITAL AGE Gareth Kay Director of Brand Strategy August 9, 2010
  2. 2. This isn’t really about the brief or digital... It’s about the long, slow stuff of culture, not the tech du jour It’s about digital as a type of idea, not a channel It’s about ideas and planning, not just briefs All that being said....
  3. 3. 1992
  4. 4. All very similar A problem to be solved by advertising ‘Consumers’ to ‘target’ A message to say at them Reasons to believe Tone of voice Maybe, if lucky, what space you’re filling
  5. 5. New technology
  6. 6. New technology, different culture
  7. 7. “This stuff is as mainstream as it can be. Google, the iPhone - these move the culture more than The Beatles did in the ’60’s. It’s shaping the human race.” - Andy Hertzfeld
  8. 8. “Nobody comes out of a movie saying, “that was a really good movie. I really enjoyed it. It was really clear.” - Russell Davies
  9. 9. $77 million $220 million $310 million
  10. 10. Technology has driven dramatic, and continuous, change More participatory More social and communal (arguably amplifying who human beings are) More fragmented More transparent More playful ‘Always on’ Location increasingly important
  11. 11. So, obviously, the brief remains the same...
  12. 12. “I’m just surprised that no-one’s thought of a better idea yet” - Stephen King
  13. 13. This isn’t about the digital brief. It’s about a better brief for the post-digital world.
  14. 14. It’s not simply about the brief. It’s about asking having a better map of the world to ask better questions.
  15. 15. It’s what we do, not what we say, that matters
  16. 16. We’ve only ever noticed peacocks.
  17. 17. Changing our behavior changes how we think.
  18. 18. We need to be like bowerbirds.
  19. 19. We now live in age of ideas that do.
  20. 20. Stop communicating products and start making communication products. Useful entertaining or memorable, not interruptive, experiences. Create, don’t fill, media space.
  21. 21. Ideas that can be advertised, not advertising ideas
  22. 22. It’s not what we do; it’s what people do to what we do that matters
  23. 23. We tend to design finite, complete products. We’re not very good at designing for gaps.
  24. 24. From a downloading culture to an uploading culture.
  25. 25. Customers don’t own brands but they do want to participate. - Charles Vallance
  26. 26. Slippy > sticky.
  27. 27. Generous ideas are better than big ideas
  28. 28. Have a social mission, not just a commercial proposition.
  29. 29. Understand what people are interested in and work back from there.
  30. 30. Idea as bridge
  31. 31. Be media positive
  32. 32. Radiohead went out to where people are and built experiences there with partnerships like: - iTunes for remixes - aniBoom for an animation contest - Google for 3-D video
  33. 33. “Media is less and less often about crafting a single message to be consumed by individuals, and more and often a way of creating an environment for convening and supporting groups.”
  34. 34. Small is the new big
  35. 35. “The bigger a brand gets, the smaller it should act, because no one likes big.”
  36. 36. “Any idea is dangerous if it’s a person only idea” A culture full of depth and complexity The rule of 5% requires lots of matches to start a fire Why not when the economics have changed and the cost of failure is near zero?
  37. 37. Roulette isn’t responsible
  38. 38. “The mistake of science is to pretend everything is a clock when the world is a cloud.” -Jonah Lehrer, referencing the work of Karl Popper
  39. 39. Coherency, not consistency specials eg language, frappucino eg ‘skinny’ habits formation ‘my sister’ book range and options book barista Provide an culture reading uplifting experience ordering that enriches system akelah and used grounds people’s lives the bee for gardeners in store starbucks sofas and performance company social ambience and art starbucks responsibility salon africa 05 hearmusic fair trade Xm coffee music cd cause burn your own publicity cd in store Source: John Grant, ‘The Brand Innovation Manifesto’
  40. 40. It’s about understanding distributed identity Google Books Blogspot Youtube Google Google Google Scholar 411 Search Google Docs Organize the world’s information Google and make it Shopping universally accessible and Google useful. labs Chrome Browser Google Maps Google.Org Google sketch Fossil fuel Challenge
  41. 41. High frequency. Low value. Semi-predictable rewards.
  42. 42. So what does all this mean for the brief?
  43. 43. Pre-digital Post-digital Interruption Participation Image manipulation Value creation Saying things at people Doing things for people Intangible value Tangible value Perception Behavior
  44. 44. From saying things at people to doing things with and for people
  45. 45. From why and what to what and how.
  46. 46. Better questions What’s the real problem? Who is this among? How might we best approach solving this? Why might they talk about this idea? How do they get involved? What keeps the conversation going?
  47. 47. There are no great briefs, only great ads. There are no great briefs, but there are a lot of bad ones. A good brief is probably about as good as a brief gets.
  48. 48. The piece of paper is less important than the journey.
  49. 49. Communication R&D
  50. 50. In conclusion
  51. 51. It’s less about the brief and digital; more about how we think about modern communication ideas
  52. 52. From ‘high concept’ to rich, generous multi-platform ideas
  53. 53. Modern communication ideas are different They are more about what they do and how they feel, not what they say They come from culture, not commerce, first (it’s about how you can make a positive contribution to culture; be interested in what people are interested in, not yourself) They are participatory and need to be designed with gaps They are always on They are liquid or linked They might not be ‘ads as we know them’ They create, don’t fill, media space; media positive not media neutral
  54. 54. But at their heart, there is simplicity GET the audience TO do, feel or think something BY the power of an idea
  55. 55. And if all else fails....
  56. 56. #digiworkwinsor
  57. 57. Thank you. http://www.garethkay.com @garethk
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