Your SlideShare is downloading. ×
0
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
"Yes. But..." (a presentation by Emma Cookson)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

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

4,002

Published on

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."

2 Comments
13 Likes
Statistics
Notes
No Downloads
Views
Total Views
4,002
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
138
Comments
2
Likes
13
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

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

×