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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Belgium Direct Marketing Association Congress Creativity Keynote
- 1. Reaching, breaching, (and burning) boundaries Mat Zucker, Chief Creative Officer OgilvyOne Worldwide, New York
- 2. (keynote on creativity at the 2010 Belgium Direct Marketing Association Congress)
- 3. Dank u. Merci. (The rest of this will be in English)
- 11. 1975
- 13. My brief: Take on the challenge of modern direct
- 14. Breaking boundaries. Where do we start?
- 15. It’s not exciting to talk about traditional direct...
- 16. It is exciting to talk about this
- 17. The new creatives don’t like our labels, silos
- 18. The new creatives are wired to do both brand and response
- 19. Customers are hungry for more than we give them
- 20. 2009 An industry call to arms at the US DMA.
- 23. Story of 2 charts
- 24. This is the chart I Hate 20% Creative 40% Offer 40% Audience
- 25. This is the chart I Love
- 26. 10 Heart-thumping examples in applying re: direct
- 30. Lesson Demonstrate your product benefit, instead of describing it.
- 36. Lesson Sometimes the best offer is an experience in which customers can participate.
- 38. . . .
- 40. Lesson ‘Old’ formats can still surprise
- 41. 4 Appealing to new customers
- 44. Lesson You can invent value
- 45. 5 Sexy search
- 47. DATA MINING THE HUMBLE PRODUCT REVIEW
- 48. 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
- 51. Lesson 11-22%+ lift. Here’s for entrepreneurial thinking.
- 52. 6 Customers reward brands with beliefs
- 55. Lesson Involve customers in behavior change. (And document it)
- 58. Lesson Interactive video may be (finally) here
- 59. 8 What can a rock band teach us about finding customers?
- 60. ARCADE FIRE THE WILDERNESS DOWNTOWN
- 61. Lesson Your customers can find you new customers
- 62. 9 Integrating with the brand effort
- 64. OLD SPICE THE MAN YOUR MAN CAN SMELL LIKE
- 67. SESAME STREET SMELL LIKE A MONSTER
- 68. Lesson Budget for more, more, more. Plan for speed, speed, speed.
- 69. And the most important lesson from America:
- 70. 10 Never get between a crowd and cocktails