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The world is a dashboard: How big data is shaping a new breed of digital creatives and a new society

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Gustav Martiner, Chief Innovation Officer, SP+B Scandinavia; Co-founder, Burt Corp.

#DMC2014

Published in: Marketing
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The world is a dashboard: How big data is shaping a new breed of digital creatives and a new society

  1. 1. Gustav Martner gmartner@cpbgroup.com
  2. 2. Miami, Boulder, Los Angeles, London, Gothenburg, Stockholm, Copenhagen, Sao Paolo and Shanghai (soon)
  3. 3. 4
  4. 4. TODAY I WILL TALK ABOUT What is creaKvity’s worst enemy Why provocaKve art is good for businesses Why most adverKsing is crap – decade aQer decade
  5. 5. “The real fact of the maSer is that nobody reads ads. People read what interest them, and someKmes it's an ad.”
  6. 6. If we have known this for such a long Kme, why is most adverKsing sKll crap? Why do so many people think it is just painful and intrusive?
  7. 7. EXPECTATIONS ON MEDIA – CONSUMERS/ADVERTISERS CONSUMER GOALS: U.lity Informa.on Entertainment ADVERTISER GOALS: Reducing risk for other investment Aligning conflic.ng goals creates: GREAT ADVERTISING GREAT MEDIA
  8. 8. Ekosystem Aldrig förr har de potentiella kontaktytorna mellan en idé och en konsument varit så många och så olika. Och dubbelriktade. Vilket gör att idén om den heltäckande 360- kampanjen tål att ifråasättas. Idag kan en handfull välkoordinerade kontaktytor skapa större effekt än ett försök till “bombmatta”. 10
  9. 9. EXPECTATIONS ON MEDIA – CONSUMERS/ADVERTISERS CONSUMER GOALS: U.lity Informa.on Entertainment ADVERTISER GOALS: Reducing risk for other investment Aligning conflic.ng goals creates: GREAT ADVERTISING GREAT MEDIA
  10. 10. Useful! Thanks.
  11. 11. Low risk! Perfect.
  12. 12. Digital vs Magazine 11% ads versus 50% ads S6ll people find the magazine’s ads less intrusive and annoying. It’s lack of “product development”
  13. 13. “The buying of Kme or space is not the taking out of a hunKng license on someone else's private preserve but is the renKng of a stage on which we may perform.”
  14. 14. THE FUTURE.
  15. 15. The future is already here, it’s just unequally distributed.
  16. 16. "Wireless telephone and telegraph circuits will span the world. A husband in the middle of the Atlan6c will be able to converse with his wife siJng in her boudoir in Chicago. We will be able to telephone to China quite as readily as we now talk from New York to Brooklyn."
  17. 17. No more C, X or Q Everybody will walk 10 miles a day No more cars in large ci6es No wildlife No mosquitoes or flies
  18. 18. Future is unequally distributed between: Individuals OrganizaKons Companies Bransches Countries GeneraKons
  19. 19. Volvo Cars is one company from Sweden, and the headquarters are in Gothenburg.
  20. 20. Another company from Sweden: Mojang who makes MinecraQ.
  21. 21. Recently the company Mojang which makes MinecraQ was sold to MicrosoQ for 2,5 billion USD (which is 95 770 267 579 RUB)
  22. 22. @ulrikagood Hard for grandpa to understand: How a company that makes something like MinecraQ can be valued to more than Volvo Cars.
  23. 23. @martner Hard for my son to understand: How a company that makes something our family don’t even own (cars) can be almost as valuable as a company that makes something half of our family loves.
  24. 24. Unsold cars in Russia
  25. 25. Unsold cars in the US
  26. 26. Unsold cars in… whatever.
  27. 27. I don’t own a car. I have access to cars.
  28. 28. Business has always been about adding value. About opening up opportuniKes. Today most value is added through: SoQware Service design User Experience Design Data insights
  29. 29. Not owning a car, but to have access to different cars with an app, is opening up new opportuniKes for me and my family. And for businesses. And this is only the beginning.
  30. 30. Please steal this idea (I don’t have Kme to execute it)
  31. 31. This makes markeKng having a potenKal to transcendend ”markeKng”. The product can contain the markeKng. And the markeKng can become the product.
  32. 32. TECH DRIVEN IDEAS
  33. 33. BUSINESS DRIVEN IDEAS
  34. 34. HUMAN CENTRIC IDEAS
  35. 35. To make great adverKsing or innovate in a human centric way you have to really understand other people’s emoKons, hopes, dreams and fear (or at least your own). You have to be able to have an open mind. A tolerant view of the world. And you have to combine that with an ability to analyse data.
  36. 36. Data help us understand a world that is increasingly complex.
  37. 37. But if we are narrow minded, we will not accept the data insights, and we will make the wrong decisions anyway.
  38. 38. Here is a story about two data points. Data point 1: Ultra sound detecKon Data point 2: StaKsKcs about psycological health.
  39. 39. Data point 1: Ultra sound detecKon: ”you will have a slightly disabled child” Data point 2: StaKsKcs about psycological health: ”your child will have slightly bigger chances to be happy” Why did only data point 1 register with this family?
  40. 40. WE SOMETIMES MAKE OURSELVES STUPID TO FIT IN.
  41. 41. WE NEED DATA TO UNDERSTAND THE WORLD. AND WE NEED SOMEONE WHO CHALLENGES OUR VALUES TO THINK CLEARLY ABOUT IT.
  42. 42. Konstnärer versus programmerare
  43. 43. Konstnärer versus programmerare
  44. 44. HOW WOULD I THINK IF I WAS NOT AFRAID?
  45. 45. TODAY I WILL TALK ABOUT What is creaKvity’s worst enemy Why provocaKve art is good for businesses Why most adverKsing is crap – decade aQer decade
  46. 46. FEAR IS CREATIVITY’S WORST ENEMY.

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