Glyn's Next11 talk

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My talk from the Next11 conference in Berlin on the topic 'Excite but don’t ambush: Advertising that engages instead of forcing us to listen.;

My talk from the Next11 conference in Berlin on the topic 'Excite but don’t ambush: Advertising that engages instead of forcing us to listen.;

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  • 2006-2008
  • Meaningful. That demonstrate, don’t tell. That add value rather than annoying people. That are useful ‘products’ in their own right. That tap into current culture.Involving. That have a memorable ‘hook’ that draws people in. That are rich, and work at different levels. With content that people want to interact with, and share with each other.Human: With real people, who care, being themselves (not a faceless corporate voice). Being real, open and conversational.Honest: We don’t kid ourselves that we’re making art or entertainment. We’re trying to sell things for our clients, and we think it’s better to be honest about that to consumers.
  • Interesting and communicable.Interesting enough that you don’t need advertising?Or the ads write themselves (Apple).
  • This is our thing.We’re an advertising agency, with a strategy consultancy hidden inside.
  • ‘A Plan' is a blockage. Set the vision but allow the route there to be flexible (a 'journey' rather than a campaign).

Transcript

  • 1. NEXT11Using data to make advertising more human
    Glyn Britton
    Managing Partner, Albion London
  • 2. Excite but don’t Ambush: Advertising that engages instead of forcing us to listen.
  • 3. WE STARTED DOING IT INSTINCTIVELY,NINE YEARS AGO
  • 4. Russell M Davies
    Urban Spam... the last desperate interruptive marketing arms race, which is just going to annoy every consumer on earth before the industry learns that attention needs to earned not bought.
    http://alb.io/nUrbanSpam
  • 5. Hugh McLoud
    http://alb.io/nPunchFace
  • 6. We want to make communications that are meaningful, involving, human and honest.
  • 7. Isn’t it easy?
    Talk like real people do
  • 8.
  • 9.
  • 10.
  • 11. UR STILL INTERUPTING PEOPLE.
    WE NEEDZA WHOLE NEW MARKETING MODEL.
  • 12. The new marketing model?
    Talk like real people do
    Make the business interesting
    Find your community
    Open up
    Become part of culture
    Create useful content
    Demonstrate, don’t tell
    Design your own media
    Do lots
    CAVEAT:THIS IS JUST WHAT HAS WORKED FOR US
  • 13. 2. Make the business interesting
  • 14. Gareth Kay
    ‘Ad ideas’
    vs.
    ‘Ideas that can be advertised'
    people want to share
    http://alb.io/nIdeasThatDo
  • 15. A mobile network based on mutuality...
    The customers do some of the work that is traditionally done by the company.
    This helps keep our costs lowand we pass the savings onto them.
  • 16. 3. Find your community
  • 17. MOBILE FANS WHO WERE TREATED AS AVERAGE BY THE BIG NETWORKS
  • 18. 4. Open up
  • 19.
  • 20.
  • 21.
  • 22.
  • 23. 5. Become part of culture
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30. 6. Create useful content
  • 31.
  • 32.
  • 33. 7. Demonstrate, don’t tell
  • 34. 8. Design your own media
  • 35. 9. Do lots
  • 36. Mark Earls
    Light lots of small fires and pour petrol on those that take.
    http://alb.io/nLightFires
  • 37. Mutuality
    Free data
    goodybags
    Unlocking

    Coherent and dynamic brand experienceacross hundreds of ‘little’ activities
    Coherence, not consistency
    Illegal Theatre
  • 38. From...
    Broadcast
    Target audience
    Generic product
    Mainstream brand
    Brand, then CTA
    Brand broadcasting messages at a target audience
    AMBUSH
    To...
    Relationship
    Fans
    Specialist product
    Interesting brand
    Brand response
    Fans sharing interesting content of value with likeminded people
    EXCITE
  • 39. OK. But where is the...
  • 40. Oh, alright then...
    10. Data datadata
  • 41. Everything is designed to gathers data,and we’re optimising everything in response to it.
  • 42. Martin Bailie
    Planning is just guessing.
    From ad hoc insight toalways-on collaboration with audiences, responsive marketing on the fly.
    http://alb.io/nPlanningGuessing
  • 43. Iterate
    MinimumViableProduct
    Builtto scale
  • 44. “Advertising is becoming an engineering discipline”
    BasemNayfeh, CTO, AudienceScience
    Speaking @GigaOm #bigdataconf
  • 45.
  • 46. Real-time bidding /Retargetting /Dynamic
    Scary.
    Annoying.
    A bit stupid, really.
  • 47. DATA+INTUITION= HUMAN
  • 48. More
    Links to references & deck:
    http://alb.io/nNext11
    www.glyndot.com
    @glyndot
    www.albionlondon.com
    @albionlondon
  • 49. Danke