Masterclass

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This is the deck for a masterclass I gave at ADMA Global Forum 2013, in Sydney, Australia. As my keynote was centered around technology and creative collaboration, the masterclass involved exercises meant to spark conversation: how can ideas be more "digital"? How can an agency's structure change to encourage digital ideas?

(ADMA Global Forum, August 8th 2013)

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Masterclass

  1. 1. EFFECTIVE CREATIVITY Integrating creative, insight, and technology. HUSANI S. OAKLEY WIEDEN + KENNEDY NY 7 AUG 2013
  2. 2. Today’s agenda: 9:00am - 9:30am: Welcome and introductions. 9:30am - 11:00am: Creative exercise. ! (11:00am - 11:30am) 11:30am - 1:00pm: Concept review. 2:00pm - 3:00pm: ! Creative + technology. ! 3:00pm - 4:00pm: Find the big idea. Enhance with technology. " (1:00pm - 2:00pm) Q&A
  3. 3. who am i?
  4. 4. who is w+k?
  5. 5. who are you?
  6. 6. A creative exercise. Next year, OutdoorWorld is launching a completely redesigned website, with modern features inspired by amazon.com and other leaders: ! ! • Collaborative filtering (“People who like this product also like...”) • Product ratings and reviews • Real-time product availability Along with an increased social media presence, they want this new site to allow them to reach a broader market and younger consumer. The new site is being built by an internal team.
  7. 7. A creative exercise. OutdoorWorld’s marketing budget for this initiative is large. They want ideas of all types for a relaunch campaign - digital, tv, and OOH. INSIGHT: OutdoorWorld’s research and experience with customers has shown them that outdoor gear consumers value history -- and the product expertise that comes with that history -- more than price. INSIGHT: 30% of existing website traffic comes from mobile devices. Most traffic (mobile and desktop) is direct, with 1/3rd from organic search.
  8. 8. A creative exercise. Your task, should you choose to accept it, is as follows: ! 1.Break into teams of two. 2.Come up with a high-level idea -- a story -- that OutdoorWorld can communicate to potential consumers. 3.Riffing off that idea, come up with as many executions as possible. Integrated ideas are better, but separate digital / tv / OOH ideas are ok.
  9. 9. idea review
  10. 10. !
  11. 11. concept review what is the big idea? how can each execution be enhanced with technology?
  12. 12. "
  13. 13. creative + technology how do you integrate? has it been successful?
  14. 14. some ideas...
  15. 15. # Have a hackathon. creatives and technologists ! a brief ! 24 hours
  16. 16. # Keep track of what’s happening. find great work write about it ! share
  17. 17. # Conferences are much more than funny acronyms. ! EYEO ! XOXO ! SXSW
  18. 18. # Always be coding. Ship, ship, ship.
  19. 19. q&a
  20. 20. thanks!

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