0
Hello #digiwork


         Gareth Kay
 Director of Digital Strategy
Goodby, Silverstein & Partners
          @garethk
What I learnt on the interweb
      about yesterday
Lots of smart people talked
Knowledge was shared
Presenters were funny
It’s better than SXSWi
I gained 100lbs overnight
Don’t be late
I’m royally f***ed
1992
All very similar

A problem to be solved by advertising

‘Consumers’ to ‘target’

A message to say at them

Reasons to bel...
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, cultural change
More participatory

More social and communal (arguably amp...
So, obviously, the brief
 remains the same...
“I’m just surprised that no-one’s
thought of a better idea yet”

                  Stephen King on Planning
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.
What we do,
not what we say,
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...
Not just what we do
but what people
do to what we do.
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
bigger than big ideas.
Have a social mission, not just a
   commercial proposition.
Understand what people are interested
    in and work back from there.
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’s only idea”
A culture full of depth and complexity



The rule of 5% requires lot...
Roulette isn’t responsible
“The mistake of science is to pretend
everything is a clock when the world
is a cloud.”
      -Jonah Lehrer, referencing t...
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 t...
There are no great briefs,
       only great ads.

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

A good b...
The piece of paper is less
important than the journey.
Communication R&D
Thank you.


http://www.garethkay.com
        @garethk
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
The brief in the post digital age
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The brief in the post digital age

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Presentation from Boulder Digital Works 'Making Digital Workshop' on April 15th, 2010. Video is here http://www.ustream.tv/recorded/6201530

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Transcript of "The brief in the post digital age"

  1. 1. Hello #digiwork Gareth Kay Director of Digital Strategy Goodby, Silverstein & Partners @garethk
  2. 2. What I learnt on the interweb about yesterday
  3. 3. Lots of smart people talked
  4. 4. Knowledge was shared
  5. 5. Presenters were funny
  6. 6. It’s better than SXSWi
  7. 7. I gained 100lbs overnight
  8. 8. Don’t be late
  9. 9. I’m royally f***ed
  10. 10. 1992
  11. 11. 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
  12. 12. New technology
  13. 13. New technology, different culture
  14. 14. “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
  15. 15. “Nobody comes out of a movie saying, “that was a really good movie. I really enjoyed it. It was really clear.” - Russell Davies
  16. 16. $77 million $220 million $310 million
  17. 17. Technology has driven dramatic, and continuous, cultural change More participatory More social and communal (arguably amplifying who human beings are) More fragmented More transparent More playful ‘Always on’ Location increasingly important
  18. 18. So, obviously, the brief remains the same...
  19. 19. “I’m just surprised that no-one’s thought of a better idea yet” Stephen King on Planning
  20. 20. This isn’t about the digital brief. It’s about a better brief for the post-digital world.
  21. 21. It’s not simply about the brief. It’s about asking having a better map of the world to ask better questions.
  22. 22. What we do, not what we say, matters.
  23. 23. We’ve only ever noticed peacocks.
  24. 24. Changing our behavior changes how we think.
  25. 25. We need to be like bowerbirds.
  26. 26. We now live in age of ideas that do.
  27. 27. Stop communicating products and start making communication products. Useful entertaining or memorable, not interruptive, experiences. Create, don’t fill, media space.
  28. 28. Not just what we do but what people do to what we do.
  29. 29. We tend to design finite, complete products. We’re not very good at designing for gaps.
  30. 30. From a downloading culture to an uploading culture.
  31. 31. Customers don’t own brands but they do want to participate. - Charles Vallance
  32. 32. Slippy > sticky.
  33. 33. Generous ideas are bigger than big ideas.
  34. 34. Have a social mission, not just a commercial proposition.
  35. 35. Understand what people are interested in and work back from there.
  36. 36. Be media positive
  37. 37. 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
  38. 38. “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.”
  39. 39. Small is the new big.
  40. 40. “The bigger a brand gets, the smaller it should act, because no one likes big.”
  41. 41. “Any idea is dangerous if it’s a person’s 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?
  42. 42. Roulette isn’t responsible
  43. 43. “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
  44. 44. Coherency, not consistency specials eg language, frappucino eg ‘skinny’ habits formation ‘my sister’ book range and options book barista Provide an reading culture 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’
  45. 45. 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
  46. 46. High frequency. Low value. Semi-predictable rewards.
  47. 47. So what does all this mean for the brief?
  48. 48. Pre-digital Post-digital Interruption Participation Image manipulation Value creation Saying things at people Doing things for people Intangible value Tangible value Perception Behavior
  49. 49. From saying things at people to doing things with and for people
  50. 50. From why and what to what and how.
  51. 51. 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?
  52. 52. 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.
  53. 53. The piece of paper is less important than the journey.
  54. 54. Communication R&D
  55. 55. Thank you. http://www.garethkay.com @garethk
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