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

  • “ Yes. But…?” Emma Cookson BBH September 16, 2010
  •  
  • A profusion of pre-existing, high quality advice…
  •  
  • @michaeltabtabai
  •  
  • “ Yes. But…”
  • 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”
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  •  
  •  
  • “ Consumers don’t own brands, but they do want to participate.” Charles Vallance, VCCP
  • Channel-right is important, but remember brand-right too…
  • Tiffany Facebook landing page, Sept 2010. Tiffany ????
  •  
  • BMW Facebook landing page, Sept 2010. BMW ????
  •  
  •  
  •  
  •  
  •  
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • “ We need a 360 º campaign.”
  • “ 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
  • “ We need a 36 º campaign.”
  •  
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  •  
  • Brainstorming sessions.
  • c/o @saneel
  • c/o @saneel
  • c/o @saneel
  • Crowdsourcing =/= collaborative working
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • Unpopular Experts
  • Diplomacy
  •  
  • Jennifer Gavin, Advertising Diplomat
  • Generosity
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  •  
  •  
  •  
  •  
  •  
    • “ Consumers control your brand”
    • “ The power of 360 º marketing”
    • “ Creativity through collaboration”
    • “ Just hire the best digital talent”
    • “ The diminishing importance of execution”
  • “ Yes. But…”
    • “ Consumer brand involvement, owner leadership”
    • “ Just enough degrees marketing”
    • “ Collaborative creativity, authoritarian quality control”
    • “ Digital talent with great people skills”
    • “ Execute awesomely”
  • Thank you