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"Yes. But..." (a presentation by Emma Cookson)

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Emma Cookson's presentation at The Bellwether Group in September 2010. The topic of the day was "Creativity and content creation in a digital age."

Emma Cookson's presentation at The Bellwether Group in September 2010. The topic of the day was "Creativity and content creation in a digital age."

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Transcript

  • 1. “ Yes. But…?” Emma Cookson BBH September 16, 2010
  • 2.  
  • 3. A profusion of pre-existing, high quality advice…
  • 4.  
  • 5. @michaeltabtabai
  • 6.  
  • 7. “ Yes. But…”
  • 8. Need for a little qualification?
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • 9.
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • 10.  
  • 11.  
  • 12. “ Consumers don’t own brands, but they do want to participate.” Charles Vallance, VCCP
  • 13. Channel-right is important, but remember brand-right too…
  • 14. Tiffany Facebook landing page, Sept 2010. Tiffany ????
  • 15.  
  • 16. BMW Facebook landing page, Sept 2010. BMW ????
  • 17.  
  • 18.  
  • 19.  
  • 20.  
  • 21.  
  • 22.
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • 23. “ We need a 360 º campaign.”
  • 24. “ We need a 360 º campaign”
    • Often the trigger for an immense volume of futile agency work
      • “ Look, it really is a 360 degree idea - here’s the idea on interactive kiosks, subway tickets, in a partnership with Discovery channel, as a mobile game, in a Groupon promotion…..etc”
    • How often can a brand even afford full 360 º activity?
    • What about smart application of the minimum number of just-right channels in order to solve the business problem?
      • Right for the brand, the task, the idea
  • 25. “ We need a 36 º campaign.”
  • 26.  
  • 27.
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • 28.  
  • 29. Brainstorming sessions.
  • 30. c/o @saneel
  • 31. c/o @saneel
  • 32. c/o @saneel
  • 33. Crowdsourcing =/= collaborative working
  • 34.
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • 35. Unpopular Experts
  • 36. Diplomacy
  • 37.  
  • 38. Jennifer Gavin, Advertising Diplomat
  • 39. Generosity
  • 40.
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • 41.  
  • 42.  
  • 43.  
  • 44.  
  • 45.  
  • 46.
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • 47. “ Yes. But…”
    • “ Consumer brand involvement, owner leadership”
    • “ Just enough degrees marketing”
    • “ Collaborative creativity, authoritarian quality control”
    • “ Digital talent with great people skills”
    • “ Execute awesomely”
  • 48. Thank you