Creative Social Presents - Hold on, your planning's showing - Why we still need ideas

@beckypower
Wednesday, 12 June 2013

A PLANNER IN
THE WORKS

ONE
Look at the
relationship
differently

TWO
Step away from the
brief and make them talk

THREE
Ask them to mess with your head

FOUR
Learn to love the swivelling eyes

FIVE
Sell your exploding
bionic leg together.

@chrisbaylis

Some of my best friends are planners

Some of my best friends are planners
(But only the good ones)

Insert car
here

https://www.youtube.com/watch?v=xHOvyQu57cc

@samuelball

SAM BALL

“Give me six hours to chop down a
tree and I will spend the first four
sharpening the axe.”

A TECHNIQUE FOR PRODUCING IDEAS
- JAMES WEBB YOUNG

5 STEP CREATIVE PROCESS

1. The gathering of raw materials

2. The working of these materials in your mind

3. The incumbent stage.

4. The birth of the idea.

4. The birth of the idea.
5. The final shaping and development of the idea.

SPECIFIC MATERIALS & GENERAL MATERIALS

SPECIFIC MATERIALS
Those relating to the product and the people to
whom you propose to sell.

“The prize is the pleasure of finding a
thing out. The kick in the discovery, the
observation that other people can use.”
R I C H A R D F E Y N M A N

GENERAL MATERIALS
This is the knowledge you accumulate by simply
living your life.

An idea is nothing more or less than a new
combination of old elements.

@_palmer

CREATIVE
STRATEGY
OR
STRATEGIC
CREATIVE
WHERE’S
THE
LINE,
AND
WHO
CARES?

A
CREATIVE
IDEA
IS
JUST
THE
ICING
ON
THE
CAKE
OF
ADVERTISING.

STRATEGY
IS
WHAT
MAKES
IT
RIGHT.
CREATIVE
IS
WHAT
MAKES
IT
GOOD

STRATEGY
=
UNDRESSED
CELEBS

RESULT
=
125m
visits
pm.
BIGGER
THAN
BBC.
BIGGER
THAN
REUTERS.
THE
BIGGEST
ONLINE
NEWSPAPER
-‐
IN
THE
WORLD

STRATEGY
=
MAKE
MUSIC
AVAILABLE
RESULT
=
FASTEST
GROWING
DIGITAL

MUSIC
COMPANY
EVER
APPLE
PLAYING
CATCHUP
GOOGLE
PLAYING
CATCHUP

STRATEGY
=
SHOW
THE
PRODUCT
WORKING
RESULT
=
BIGGEST
SELLING
TECH

DEVICE
IN
THE
WORLD
SAMSUNG
TRAILING
WITH
3x

WORLDWIDE
MEDIA
SPEND

STRATEGY
=
SHARING
RESULT
=
1.11BILLION
USERS
NOTHING
TOUCHES
FACEBOOK
IN

TERMS
OF
SOCIAL
MEDIA


MAYBE
TOO
MUCH
‘IDEA’
CAN
BE
A
BAD
THING
IF
THE
STRATEGY
CAN’T
BE
SEEN?

STRATEGY
=
MAKE
MYSPACE
COOL
AGAIN
RESULT
=
?
TBC
(BUT
THEY
HAVE
STARTED
OFFERING

‘CLASSIC’
MYSPACE
AGAIN)

BUT
OF
COURSE
THERE
IS
THE
SWEET
SPOT

IF
THE
STRATEGY
ISN’T
SHOWING
A

LITTLE
BIT
-‐
THEN
MAYBE
THE
POINT

HAS
BEEN
LOST,
BECAUSE
IF
PEOPLE

DON’T
GET
WHAT
WE
WANT
THEM
TO

IT
HASN’T
WORKED.

AND
ANYWAY,
WHOS
CARES?

THERE
IS
ALWAYS
ROOM
FOR
A
GOOD
IDEA,
ALWAYS.
BUT
I
THINK
WE
AS
‘IDEAS
PEOPLE’,
IN
THIS
ROOM,
GET
HUNG
UP
ABOUT

THAT
MORE
THAN
THE
MOST

IMPORTANT
PEOPLE
IN
OUR
JOB,
THE
CONSUMERS.

@georgeprest

I LOVE PLANNING.
@georgeprest

I HATE PLANNING.

PLANNING CREATIVE TECHNOLOGYCREATIVE TECHNOLOGY

I LOVE STRATEGY.

STRATEGY
CREATIVE
TECHNOLOGYSTRATEGY
CREATIVE
TECHNOLOGY

YOUR STRATEGY’S
SHOWING.

YOUR STRATEGY’S
SHOWING.
GOOD.

PEOPLE ARE
PEOPLE.

IDEAS ARE GOOD.

FEEL THE
HUMANITY.

GOOD STRATEGISTS
HAVE TO BE
GOOD CREATIVES
AS WELL.

AND GOOD TECHNOLOGISTS.

A GOOD IDEA CAN
COME FROM
ANYWHERE.

A GOOD IDEA SHOULD
COME FROM
EVERYWHERE.

LATERS.

Creative Social Presents - Hold on, your planning's showing - Why we still need ideas

Recommended

Recommended

More Related Content

Similar to Creative Social Presents - Hold on, your planning's showing - Why we still need ideas

Similar to Creative Social Presents - Hold on, your planning's showing - Why we still need ideas (20)

More from Creative Social

More from Creative Social (20)

Creative Social Presents - Hold on, your planning's showing - Why we still need ideas