Sacred Cows Stifling Marketer Creativity

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The keynote co-presented by Tim Harris and myself at Media 2010 (January, 2010) in Sydney Australia. …

The keynote co-presented by Tim Harris and myself at Media 2010 (January, 2010) in Sydney Australia.

Here's a video if you'd rather just watch it:
http://www.media2010.com.au/?page_id=1137

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  • 1. SACRED COWS STIFLING MARKETING CREATIVITY presented by Tim Harris and Saneel Radia
  • 2. WHAT IS CREATIVITY? Frans Johansson’s 3 elements: NEW. VALUABLE. REALIZED.
  • 3. THE FUTURE DOESN’T FIT IN THE CONTAINERS OF THE PAST
  • 4. 1. ALL IDEAS ARE GOOD IDEAS
  • 5. FALSE
  • 6. NOT IN THE REAL WORLD WHERE YOU HAVE FINITE RESOURCES
  • 7. IDEA BUFFETS RARELY MAXIMIZE CREATIVITY
  • 8. ACHIEVING MARKETING OMAKASE REQUIRES FOCUS
  • 9. DIVERGENT IDEATION ? IDEA PHASE 1 IDEA PHASE 2 IDEA PHASE 3 FINAL IDEA CLIENT
  • 10. DIVERGENT IDEATION + CONVERGENT IDEATION ? IDEA PHASE 1 IDEA PHASE 2 IDEA PHASE 3 FINAL IDEA CLIENT VS IDEA PHASE 1 IDEA PHASE 2 IDEA PHASE 3 FINAL IDEA CLIENT
  • 11. ASSIGN A BOUNCER, NOT AN EDITOR Someone must focus resources — physical, mental, emotional.
  • 12. 2. AD CAMPAIGNS ARE AN ESSENTIAL MARKETING EXPENSE
  • 13. (well, for clients)
  • 14. WHAT IF
  • 15. MARKETING WAS EVERGREEN?
  • 16. MARKETING FACILITATED EXTENSION INTO NEW AREAS?
  • 17. MARKETING LIVED AT THE INTERSECTION OF PRODUCT & CONSUMER BEHAVIOR?
  • 18. MARKETING CREATED TANGIBLE VALUE?
  • 19. CREATE MARKETING ASSETS Broaden perspective of media from container to canvas.
  • 20. 3. THE BEST TEAMS ARE COLLECTIONS OF SUPERHEROES
  • 21. INTERSECTIONAL INNOVATION REQUIRES GENERALISTS AMONG SPECIALISTS
  • 22. EMPOWER GENERALISTS VIA ACCOUNTABILITY Without a generalist marketers will never know the true potential of media partners.
  • 23. 4. CREATIVE LEADERS SHOULD BE THE MOST CREATIVE PEOPLE
  • 24. (except you, Steve)
  • 25. CREATIVE ROCKSTARS STAND OUT AND STRUGGLE TO PLAY THE FOOL
  • 26. CREATIVE LEADERS CAUSE CREATIVITY, WHICH REQUIRES DIFFERENT SKILLS
  • 27. REWARD CREATIVE PEOPLE DIFFERENTLY THAN CREATIVE CATALYSTS
  • 28. 5. EACH EMPLOYEE SHOULD STRIVE FOR “PERFECTION”
  • 29. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  • 30. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  • 31. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  • 32. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  • 33. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  • 34. CREATE THE PERFECT JOB, NOT THE PERFECT PERSON
  • 35. 6. MARKETING IS A MASTERPIECE TO BE REVEALED
  • 36. TRADITIONAL LAUNCH VS. COLLABORATIVE LAUNCH
  • 37. KEEP MARKETING IN PERPETUAL BETA
  • 38. 7. INTEGRATION IS THE IDEAL
  • 39. EMBRACE THE ONE-OFF
  • 40. CONTAINERS OF THE PAST ALL IDEAS ARE AD CAMPAIGNS THE BEST TEAMS CREATIVE LEADERS GOOD IDEAS ARE AN ESSENTIAL ARE COLLECTIONS SHOULD BE MARKETING EXPENSE OF SUPERHEROES THE MOST CREATIVE PEOPLE EACH EMPLOYEE MARKETING IS INTEGRATION IS SHOULD STRIVE A MASTERPIECE THE IDEAL FOR “PERFECTION” TO BE REVEALED
  • 41. WHAT YOU DO IS THE FUTURE.
  • 42. THANK YOU Q&A presented by Tim Harris and Saneel Radia