0
GUSTAV & GUSTAV
   ON REMIX
GUSTAV MARTNER                GUSTAV VON SYDOW
Executive Creative Director     Founder and CEO
     CP+B Europe           ...
CRISPIN PORTER + BOGUSKY
2009 WINNER                 PRESENTER




  COPYBOX              MEME MACHINE                     RICH
Creative writing fo...
WHAT GUSTAV HAS
LEARNT FROM GUSTAV.
1. REMIX.
REMIX IS NOTHING NEW.

 NOT IN ADVERTISING,
 OR ANYWHERE ELSE.

 BUT IT’S NOW IN THE
 HANDS OF THE MANY.
CHEAP HARDWARE

 CHEAP (OR FREE) SOFTWARE

CHEAP (OR FREE) DISTRIBUTION
  (back to the read and write culture)
REMIX USED TO BE OUR GO-TO-
   MOVE TO MAKE PEOPLE
 UNDERSTAND OUR MESSAGE.

NOW IT’S ALSO OUR BEST TOOL
 TO MAKE THEM PAR...
2. REMIX
BUSINESS
MODELS.
WEB 1.0 WAS ALL ABOUT
  BUILDING FROM SCRATCH.

   WEB 2.0 IS ALL ABOUT
  BUILDING WITH BLOCKS.

 INNOVATION THRU ASSEMBLY...
FROM
”THE NEW NEW”
       TO
   ”X FOR Y”
THE BLOGGING/SMS REMIX
THE AIR-TRAIN - REMIX

  The brief: Show that Scandinavian
Airlines has an environmental concern.
THE WEB SITE THAT BECAME A CARD.
3. RELEASE
   EARLY,
 RELEASE
   OFTEN.
GET VERSION 1 OUT THE DOOR.

  THEN IMPROVE BASED ON
     FEEDBACK. FAST.

  IT’S HOW GREAT PRODUCTS
- AND COMPANIES - ARE...
BURT’S JOURNEY:
   FROM WRITING REVOLUTIONARIES TO METRICS MANIACS




    COPYBOX               MEME MACHINE             ...
DO MANY THINGS.

SEE WHAT STICKS AND
PUT GAS ON THE FIRE.

     IMPROVE.

 RINSE AND REPEAT.
:9D
  >C
   H/      :9D
            >C
             H/
E98K
GJI>
 D :    7 D⇥D8K
        :N9GJI>
          CE9 :
HOW DO WE KNOW IF WE
ARE ON THE RIGHT TRACK?
4. LOVE METRICS.
”I warn you against believing that
advertising is a science.”
                           Bill Bernbach
ANYONE CAN LEARN TO LOVE
RELEVANT AND ACCESSIBLE
        METRICS.
DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
WHAT GUSTAV HAS LEARNED
     FROM GUSTAV:

     1. CREATE TO BE REMIXED

2. REMIXED BUSINESS MODELS CREATES
         BETTE...
BUT CAN ONLY GUSTAV LEARN
      FROM GUSTAV?

CAN’T GUSTAV LEARN FROM
        GUSTAV?
“Selling to people who actually    “The real fact of the matter is
want to hear from you is more     that nobody reads ads...
"The real fact of the matter is that nobody talk
about brands. People talk about what interests
them. Sometimes it's a bra...
THANKS!

 www.cpbeurope.com
  www.burtcorp.com

  twitter.com/martner
 twitter.com/vonsydow
gustav@cpbeurope.com
 gustav@b...
Eurobest - Remixing advertising
Eurobest - Remixing advertising
Eurobest - Remixing advertising
Eurobest - Remixing advertising
Eurobest - Remixing advertising
Eurobest - Remixing advertising
Eurobest - Remixing advertising
Eurobest - Remixing advertising
Upcoming SlideShare
Loading in...5
×

Eurobest - Remixing advertising

786

Published on

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.

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
786
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×