Reaching, breaching,(and burning) boundariesMat Zucker,Chief Creative OfficerOgilvyOne Worldwide, New York
(keynote on creativity at the2010 Belgium Direct Marketing Association Congress)
Dank u.          Merci.(The rest of this will be in English)
1975
My brief:Take on the challengeof modern direct
Breaking boundaries.Where do we start?
It’s not exciting    to talk abouttraditional direct...
It is exciting to talk about this
The new creatives don’t like our labels, silos
The new creatives are wired to do both brand and response
Customers are hungry for more than we give them
2009An industry call to armsat the US DMA.
Story of 2 charts
This is the chart I Hate                           20%                       Creative            40%              Offer    ...
This is the chart I Love
10Heart-thumpingexamples in applyingre: direct
1Demonstrating a productbenefit
LessonDemonstrate your productbenefit, instead of describing it.
2The participatory demo
LessonSometimes the best offeris an experience in whichcustomers can participate.
3Creativity in email?
.   .   .
Lesson‘Old’ formats can still surprise
4Appealing to new customers
LessonYou can invent value
5Sexy search
DATA MINING THE HUMBLE PRODUCT REVIEW
What are people talking about:                                                 What are people not talking about:  The loc...
Lesson11-22%+ lift. Here’s forentrepreneurial thinking.
6Customers rewardbrands with beliefs
LessonInvolve customers in behaviorchange. (And document it)
7Advances from YouTube
TIPP-EXYOUTUBE.COM
LessonInteractive video may be(finally) here
8What can a rock band teachus about finding customers?
ARCADE FIRETHE WILDERNESS DOWNTOWN
LessonYour customers can find younew customers
9Integrating withthe brand effort
OLD SPICETHE MAN YOUR MAN CAN SMELL LIKE
SESAME STREETSMELL LIKE A MONSTER
LessonBudget for more, more, more.Plan for speed, speed, speed.
And the most importantlesson from America:
10Never get between a crowdand cocktails
Twitter: @matzucker
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
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Belgium Direct Marketing Association Congress Creativity Keynote

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Presentation to the Belgium Direct Marketing Association on Creativity -- burning boundaries as part of their annual congress on 18 November 2010

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Transcript of "Belgium Direct Marketing Association Congress Creativity Keynote "

  1. 1. Reaching, breaching,(and burning) boundariesMat Zucker,Chief Creative OfficerOgilvyOne Worldwide, New York
  2. 2. (keynote on creativity at the2010 Belgium Direct Marketing Association Congress)
  3. 3. Dank u. Merci.(The rest of this will be in English)
  4. 4. 1975
  5. 5. My brief:Take on the challengeof modern direct
  6. 6. Breaking boundaries.Where do we start?
  7. 7. It’s not exciting to talk abouttraditional direct...
  8. 8. It is exciting to talk about this
  9. 9. The new creatives don’t like our labels, silos
  10. 10. The new creatives are wired to do both brand and response
  11. 11. Customers are hungry for more than we give them
  12. 12. 2009An industry call to armsat the US DMA.
  13. 13. Story of 2 charts
  14. 14. This is the chart I Hate 20% Creative 40% Offer 40% Audience
  15. 15. This is the chart I Love
  16. 16. 10Heart-thumpingexamples in applyingre: direct
  17. 17. 1Demonstrating a productbenefit
  18. 18. LessonDemonstrate your productbenefit, instead of describing it.
  19. 19. 2The participatory demo
  20. 20. LessonSometimes the best offeris an experience in whichcustomers can participate.
  21. 21. 3Creativity in email?
  22. 22. . . .
  23. 23. Lesson‘Old’ formats can still surprise
  24. 24. 4Appealing to new customers
  25. 25. LessonYou can invent value
  26. 26. 5Sexy search
  27. 27. DATA MINING THE HUMBLE PRODUCT REVIEW
  28. 28. What are people talking about: What are people not talking about: The location: View of Bellagio, Center strip The Casino The rooms: Size and cleanliness The Rates The service
  29. 29. Lesson11-22%+ lift. Here’s forentrepreneurial thinking.
  30. 30. 6Customers rewardbrands with beliefs
  31. 31. LessonInvolve customers in behaviorchange. (And document it)
  32. 32. 7Advances from YouTube
  33. 33. TIPP-EXYOUTUBE.COM
  34. 34. LessonInteractive video may be(finally) here
  35. 35. 8What can a rock band teachus about finding customers?
  36. 36. ARCADE FIRETHE WILDERNESS DOWNTOWN
  37. 37. LessonYour customers can find younew customers
  38. 38. 9Integrating withthe brand effort
  39. 39. OLD SPICETHE MAN YOUR MAN CAN SMELL LIKE
  40. 40. SESAME STREETSMELL LIKE A MONSTER
  41. 41. LessonBudget for more, more, more.Plan for speed, speed, speed.
  42. 42. And the most importantlesson from America:
  43. 43. 10Never get between a crowdand cocktails
  44. 44. Twitter: @matzucker

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