Eurobest - Remixing advertising

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Eurobest keynote, featuring Gustav von Sydow and Gustav Martner, on harnessing the idea of remix to increase impact and lower the risk for creating great advertising.

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Eurobest - Remixing advertising

  1. 1. GUSTAV & GUSTAV ON REMIX
  2. 2. GUSTAV MARTNER GUSTAV VON SYDOW Executive Creative Director Founder and CEO CP+B Europe Burt www.cpbeurope.com www.burtcorp.com twitter.com/martner twitter.com/vonsydow
  3. 3. CRISPIN PORTER + BOGUSKY
  4. 4. 2009 WINNER PRESENTER COPYBOX MEME MACHINE RICH Creative writing for Dead simple Reports people read. creative people. dynamic ads. Metrics that matter. Burt.
  5. 5. WHAT GUSTAV HAS LEARNT FROM GUSTAV.
  6. 6. 1. REMIX.
  7. 7. REMIX IS NOTHING NEW. NOT IN ADVERTISING, OR ANYWHERE ELSE. BUT IT’S NOW IN THE HANDS OF THE MANY.
  8. 8. CHEAP HARDWARE CHEAP (OR FREE) SOFTWARE CHEAP (OR FREE) DISTRIBUTION (back to the read and write culture)
  9. 9. REMIX USED TO BE OUR GO-TO- MOVE TO MAKE PEOPLE UNDERSTAND OUR MESSAGE. NOW IT’S ALSO OUR BEST TOOL TO MAKE THEM PARTICIPATE.
  10. 10. 2. REMIX BUSINESS MODELS.
  11. 11. WEB 1.0 WAS ALL ABOUT BUILDING FROM SCRATCH. WEB 2.0 IS ALL ABOUT BUILDING WITH BLOCKS. INNOVATION THRU ASSEMBLY, RATHER THAN CLEVER CODING.
  12. 12. FROM ”THE NEW NEW” TO ”X FOR Y”
  13. 13. THE BLOGGING/SMS REMIX
  14. 14. THE AIR-TRAIN - REMIX The brief: Show that Scandinavian Airlines has an environmental concern.
  15. 15. THE WEB SITE THAT BECAME A CARD.
  16. 16. 3. RELEASE EARLY, RELEASE OFTEN.
  17. 17. GET VERSION 1 OUT THE DOOR. THEN IMPROVE BASED ON FEEDBACK. FAST. IT’S HOW GREAT PRODUCTS - AND COMPANIES - ARE BUILT.
  18. 18. BURT’S JOURNEY: FROM WRITING REVOLUTIONARIES TO METRICS MANIACS COPYBOX MEME MACHINE RICH Where’s the Photoshop We need a new breed of Can we get creatives to for writers? ad servers! fall in love with metrics? Ideas are too expensive Nobody understands or time consuming campaign analytics
  19. 19. DO MANY THINGS. SEE WHAT STICKS AND PUT GAS ON THE FIRE. IMPROVE. RINSE AND REPEAT.
  20. 20. :9D >C H/ :9D >C H/ E98K GJI> D : 7 D⇥D8K :N9GJI> CE9 :
  21. 21. HOW DO WE KNOW IF WE ARE ON THE RIGHT TRACK?
  22. 22. 4. LOVE METRICS.
  23. 23. ”I warn you against believing that advertising is a science.” Bill Bernbach
  24. 24. ANYONE CAN LEARN TO LOVE RELEVANT AND ACCESSIBLE METRICS.
  25. 25. DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
  26. 26. DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
  27. 27. WHAT GUSTAV HAS LEARNED FROM GUSTAV: 1. CREATE TO BE REMIXED 2. REMIXED BUSINESS MODELS CREATES BETTER ADVERTISING 3. CREATIVITY IS MOMENTUM 4. LOVE (THE GOOD) METRICS
  28. 28. BUT CAN ONLY GUSTAV LEARN FROM GUSTAV? CAN’T GUSTAV LEARN FROM GUSTAV?
  29. 29. “Selling to people who actually “The real fact of the matter is want to hear from you is more that nobody reads ads. People effective than interrupting read what interest them, and strangers who don't.” sometimes it's an ad.” Marketing 2.0 Guru Advertising legend Seth Godin Howard Gossage
  30. 30. "The real fact of the matter is that nobody talk about brands. People talk about what interests them. Sometimes it's a brand." Howard Gossage remixed
  31. 31. THANKS! www.cpbeurope.com www.burtcorp.com twitter.com/martner twitter.com/vonsydow gustav@cpbeurope.com gustav@burtcorp.com

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