Patrick Collister is Head of Design at Google Northern & Central Europe. In this talk Patrick talks about the old rules and then describes the new rules - of which the most important is, of course: there are no rules.

1. Google Confidential and Proprietary
Vision Bristol
November 13th 2014
Digital Milk

2. Who is this person?

3. 25 years ago

4. Accrington Stanley

5. The idea updated

6. Bring back Ian Rush

7. Recruit young footballers

8. Through their Dads

9. Pre-roll

10. Hero, Hub, Hygiene

11. Is there a little Messi among them?

12. Boot camps

13. The coaches

14. The real McCoy

15. The squad selected

16. Hero video

17. Other channels

18. Live on YouTube

19. Then and now
•
In
1989
I
reported
on
boys
playing
football
•
In
2013
I
can
get
them
out
into
the
fields
•
From
40
secs
to
4
hours

20. Social mission

21. Issues of control

22. Dads’ groups

23. The data reveals
• 1.
Only
39%
of
kids
regularly
take
part
in
sports.
The
vast
majority
of
61%
don’t.
Urban
kids
are
more
non-­‐parBcipatory
than
rural
ones
• 2.
ParBcipaBon
in
sports
is
highest
amongst
4-­‐8
year
olds,
but
sharply
drops
down
between
12-­‐13
year
olds
• 3.
Girls
don’t
parBcipate
and
the
gender
gap
becomes
more
marked
progressively
7th
year
onwards.
Girls
do
more
dance,
gymnasBcs,
yoga
• 4.
While
football
sBll
tops
the
list,
other
games
like
tennis,
canoeing
and
archery
–
all
individual
sports
-­‐
are
gaining
popularity.
Dance
is
the
second
most
popular
acBvity
appealing
to
both
boys
and
girls
(97%
girls
and
86%
boys)
• Source:
PE
and
Sport
Survey
(DoE/
TNS
BMRB
Report),
May,
2010

24. Declining interest in football

25. Top trending sport

26. Britain’s Got Talent

27. Ian Rush

28. In Google Hangouts

29. See what Beyonce did

30. Upload and share

31. Hero video

32. Programmatic

33. That got me thinking

34. Questions

35. Who does what?
Hygiene
Hub
Hero content

36. Hero

37. Hub

38. Hygiene

39. A muddle of responsibilities

40. And muddying the water

41. The networks’ solution

42. In-house

43. Not fun being a client

44. Andrew Gillespie’s solution

45. Google’s solution

46. The Zoo’s solution

47. My job

48. In the wrong place

49. Here’s an idea

50. Innovation

51. At the point of intersection

52. Communicators

53. Thank you