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

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

14. (well, for clients)

15. WHAT IF

16. MARKETING WAS EVERGREEN?

17. MARKETING FACILITATED EXTENSION
INTO NEW AREAS?

18. MARKETING LIVED AT THE INTERSECTION OF
PRODUCT & CONSUMER BEHAVIOR?

19. MARKETING CREATED TANGIBLE VALUE?

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

21. 3. THE BEST TEAMS ARE
COLLECTIONS OF SUPERHEROES

23. INTERSECTIONAL INNOVATION REQUIRES
GENERALISTS AMONG SPECIALISTS

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

25. 4. CREATIVE LEADERS SHOULD BE
THE MOST CREATIVE PEOPLE

27. (except you, Steve)

28. CREATIVE ROCKSTARS STAND OUT AND
STRUGGLE TO PLAY THE FOOL

29. CREATIVE LEADERS CAUSE CREATIVITY,
WHICH REQUIRES DIFFERENT SKILLS

30. REWARD CREATIVE PEOPLE DIFFERENTLY
THAN CREATIVE CATALYSTS

31. 5. EACH EMPLOYEE SHOULD STRIVE
FOR “PERFECTION”

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

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

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

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

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

38. CREATE THE PERFECT JOB,
NOT THE PERFECT PERSON

39. 6. MARKETING IS A MASTERPIECE TO BE REVEALED

41. TRADITIONAL LAUNCH
VS. COLLABORATIVE LAUNCH

42. KEEP MARKETING IN PERPETUAL BETA

43. 7. INTEGRATION IS THE IDEAL

45. EMBRACE THE ONE-OFF

46. 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

47. WHAT YOU DO IS THE
FUTURE.

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