Cannes 2013 Presentation

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Presentation by Adam Glickman, CEO of The IdeaLists

Published in: Marketing, Business, Technology
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Cannes 2013 Presentation

  1. 1. Utility, Agility, Equity Applying Learnings from Tech Startups to the Creative Process Thursday, June 6, 13
  2. 2. The Good News Content Marketing EMOTIONAL CONNECTION Technology Thursday, June 6, 13
  3. 3. Agencies exist to solve creative problems. Thursday, June 6, 13
  4. 4. Agility Thursday, June 6, 13
  5. 5. Make MORE of less. Thursday, June 6, 13
  6. 6. Agency Perfect, release Tech startup Release, perfect Thursday, June 6, 13
  7. 7. Titanium Lion “If I have 100 million to spend on ads each year: I’m spending 30 million on Premium Super Bowl, Olympics, etc. 4 The next 30 million gets me traditional TV ads. 3 2 The last 30 million gets me 1000 digital media ads and content, whose budgets are 20 to 30k. 1 I went to the AICP to emphasize the screaming need for digital vendors and they just looked at me like I was nuts. YouTube videos Thursday, June 6, 13 — Head Production Manager at P+G
  8. 8. Agency Content created in hierarchical, closed environment Tech startup Content created in free and open networks Thursday, June 6, 13
  9. 9. Traditional Hollywood model (vertically integrated) STUDIO New Hollywood model (open, decentralized marketplace) ACTORS MARKET PLACE Thursday, June 6, 13 DIRECTORS AGENT STUDIOS WRITERS PRODUCERS
  10. 10. TRADITIONAL AGENCY MODEL Highly-guarded network overseen by agency AGENCY NEW AGENCY MODEL Directors Decentralized marketplace Bloggers Event planners MARKET PLACE Thursday, June 6, 13 Designers CREATIVE PRODUCER Developers Illustrators Copywriters Editors Technologists Producers
  11. 11. Agency Creative director Tech startup Product manager Thursday, June 6, 13
  12. 12. v Agency Creative director: sexy Tech startup Product manager: unsexy Thursday, June 6, 13
  13. 13. Introducing the CREATIVE PRODUCER Thursday, June 6, 13
  14. 14. UTILITY Thursday, June 6, 13
  15. 15. Agency Services a client’s opportunity/need in the marketplace Tech startup Services an opportunity/need in the marketplace at large Thursday, June 6, 13
  16. 16. Agency Buy eyeballs Tech startup Earn eyeballs Thursday, June 6, 13
  17. 17. EQUITY Thursday, June 6, 13
  18. 18. Agency Start with a budget, then seek the big idea Tech startup Begin with the big idea, then seek to monetize Thursday, June 6, 13
  19. 19. Billable hours and retainers are the enemy of invention. They incentivize all the wrong things. So do award shows. (Sorry.) Thursday, June 6, 13
  20. 20. Billable hours and retainers are the enemy of invention They incentivize all the wrong things So do award shows (Sorry) Thursday, June 6, 13
  21. 21. The End of the Big Idea? Thursday, June 6, 13
  22. 22. Production-able Creative Dept + Earned Engagement + Smart Risk/Reward Ratio = Thursday, June 6, 13 License to make more stuff!

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