Fallon's Director of Brand Innovation, John King, talks at Barkley's Creativity Symposium about Generosity in advertising.

1. GENEROSITY
LEARNING TO GIVE INSTEAD OF TAKE
we are fallon

2. Platform creativity
Game changing strategies in commoditized categories
Forcing reappraisal
Creating a category of ONE
Challenger branding
Return on imagination

3. social currency solution neutral disruption

8. VALUE

9. entertainment social brand
VALUE

10. Right Idea. Wrong Word.
• It’s about building an idea in the world.
• It’s about leaving something behind.
• It’s about creating win-win scenarios.
• It’s about making sure the audience is getting as much as the brand.

11. Give a little bit.
Give a little bit of your love to me.
I’ll give a little bit of my life for you.
Now’s the time that we need to share.
So find yourself,
we’re on our way back home.

12. It’s about
GENEROSITY

13. Generosity Goes Beyond Paid Messaging.
Brand Brand
Idea Behavior
Account Planning Connection Planning
ideas
involvement
experience

14. Generosity Builds Ideas In The World And
Leaves Something Behind.

15. Generosity Shifts How We Define Big Ideas.
Then: Now:
Ideas about brands. Brands about ideas.

16. It Makes People And Companies
Happy To See Each Other.

17. This Isn’t Charity.
Generous Brands Are Thriving Globally.

18. It Scales.

19. Tate Tracks we are fallon

21. Generosity Means Doing More.

31. Generosity Is About Letting Go.
“Nothing chillin at the Holidae Inn
(Who you wit?) Me and my peeps won’t
you bring four of your friends”.
Chingy

33. Generosity Changes Planning.

34. Street Magician.

35. Author To Editor.

36. Generosity Requires New Metrics.

39. Trust Identification Social Participation Ownership

40. Generosity Is Better For Us.

42. “Music can change the world
because it can change people.”
Bono