Sacred Cows Stifling Marketer Creativity

SACRED COWS STIFLING MARKETING CREATIVITY presented by Tim Harris and Saneel Radia

WHAT IS CREATIVITY? Frans Johansson’s 3 elements: NEW. VALUABLE. REALIZED.

THE FUTURE DOESN’T FIT IN THE CONTAINERS OF THE PAST

1. ALL IDEAS ARE GOOD IDEAS

NOT IN THE REAL WORLD WHERE YOU HAVE FINITE RESOURCES

IDEA BUFFETS RARELY MAXIMIZE CREATIVITY

ACHIEVING MARKETING OMAKASE REQUIRES FOCUS

DIVERGENT IDEATION ? IDEA PHASE 1 IDEA PHASE 2 IDEA PHASE 3 FINAL IDEA CLIENT

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

ASSIGN A BOUNCER, NOT AN EDITOR Someone must focus resources — physical, mental, emotional.

2. AD CAMPAIGNS ARE AN ESSENTIAL MARKETING EXPENSE

(well, for clients)

WHAT IF

MARKETING WAS EVERGREEN?

MARKETING FACILITATED EXTENSION INTO NEW AREAS?

MARKETING LIVED AT THE INTERSECTION OF PRODUCT & CONSUMER BEHAVIOR?

MARKETING CREATED TANGIBLE VALUE?

CREATE MARKETING ASSETS Broaden perspective of media from container to canvas.

3. THE BEST TEAMS ARE COLLECTIONS OF SUPERHEROES

INTERSECTIONAL INNOVATION REQUIRES GENERALISTS AMONG SPECIALISTS

EMPOWER GENERALISTS VIA ACCOUNTABILITY Without a generalist marketers will never know the true potential of media partners.

4. CREATIVE LEADERS SHOULD BE THE MOST CREATIVE PEOPLE

(except you, Steve)

CREATIVE ROCKSTARS STAND OUT AND STRUGGLE TO PLAY THE FOOL

CREATIVE LEADERS CAUSE CREATIVITY, WHICH REQUIRES DIFFERENT SKILLS

REWARD CREATIVE PEOPLE DIFFERENTLY THAN CREATIVE CATALYSTS

5. EACH EMPLOYEE SHOULD STRIVE FOR “PERFECTION”

TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE

CREATE THE PERFECT JOB, NOT THE PERFECT PERSON

6. MARKETING IS A MASTERPIECE TO BE REVEALED

TRADITIONAL LAUNCH VS. COLLABORATIVE LAUNCH

KEEP MARKETING IN PERPETUAL BETA

7. INTEGRATION IS THE IDEAL

EMBRACE THE ONE-OFF

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

WHAT YOU DO IS THE FUTURE.

THANK YOU Q&A presented by Tim Harris and Saneel Radia

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Sacred Cows Stifling Marketer Creativity

by Saneel Radia

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