ADVERTISING IS INCREASINGLY LESS EFFECTIVEConsumers are avoiding advertising, creatingpersonal ﬁrewalls: PVRs, internet ad-blockers etc.It’s harder than ever to reach them: In 1965, 80%of 18-49 year olds could be reached with 3, 60second TV spots. In 2002, it required 117 prime-time commercials to do the sameAnd when we do reach them, they are cynical:76% of consumers don’t believe companies tell thetruth in advertising (Yankelovich)
Sean Parker: Facebook is coolthats what its got going for it.Mark Zuckerberg: Yeah.Eduardo Saverin: You dont wantto ruin it with ads because adsarent cool.Mark Zuckerberg: Exactly
IDEAS THAT ‘DO’ DEMAND NEW TEAM STRUCTURES & PROCESSES
GENIUS IS STILL AREQUIREMENTBut a single genius isincapable of conceivingthese sorts of ideas alone
From Creative Teams to Teams of Creators Art Director Copywriter Art Director Copywriter Design Technology UX Media
TEAMS WORKINGTOGETHER MOREITERATIVELYCo-working sessions &frequent check-ins
SOME THOUGHTS ON HOW WE DELIVER IDEAS THAT ‘DO’
IDEAS THAT ‘DO’ PHASE 1. PROBLEM SOLVING Deﬁning the client’s problem and conceiving creative solutions to it. Solutions may be products and services, digital utilities, games, movements, sales tactics…
PROBLEM SOLVING EXAMPLEProblem: A woman dies from Solution - No Mother’s Day:complications related to Stimulate a conversation aboutpregnancy and childbirth every maternal mortality amongst90 seconds but the people moms by asking them towhose advocacy and money forego their Mother’s Day as awe need to help (American show of solidarity with familiesmoms) are unaware that the around the world unable toissue exists. celebrate.
IDEAS THAT ‘DO’ PHASE 2. PUBLICITY & PARTICIPATION Publicizing these ideas and deﬁning how people will participate with them. This will be a combination of traditional and non-traditional comms tactics
PUBLICITY & PARTICIPATION EXAMPLEPublicity: A viral video featuring regular and Participation: A Facebook page providing pre-celebrity moms explaining the initiative and written status updates for participants to spreadsending people to Facebook to participate. around their social networks
PROCESS**Flexible dependent on project requirements
STAGE 1. PROBLEM-SOLVING WORKSHOP PREP Planning deﬁnes the client’s problem and pulls together materials to stimulate a Problem- brainstorm that will answer it. These solving Brief materials will be distilled into the problem- solving brief and shared in advance of the workshop.
STAGE 2. PROBLEM-SOLVING WORKSHOP Small group workshop will discuss the problem and the stimulus and brainstorm solutions. The group will decide which of the ideas from the workshop (+ others that bubble up in the days following) have the most promise.
STAGE 3. PUBLICITY & PARTICIPATION BRIEF A few days after the workshop, the ‘chosen’ ideas will be written up as publicity & Publicity & participation briefs – briefs setting out the user Participation experience / customer journey, the channels Brief ideas need to be executed in and how we intend to stimulate consumer participation. Different briefs will be assigned to different creative teams.
STAGE 4. LEARN AND IMPROVE Once we have completed the process we will discuss whether or not we feel it worked and how we feel it can be reﬁned / improved