Creative Disruption - A Visual Résumé

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The following presentation highlights a few interesting aspects of the current disruptive zeitgeist and is rather meant to be a ‘tango with the terminology’ than a complete discourse on the topic. As a former copywriter, creative director and entrepreneur in Germany, Austria and in South Africa, I want to kick off a conversation with you around creative disruption, change, giants, misfits, implications for advertising, and how I fit into the big picture to serve and benefit your business. Enjoy the ride!

Creative Disruption - A Visual Résumé

  1. 1. Creative Disruption AVisual Résumé
  2. 2. Disruption is a peculiar word. Some perceive it as rather negative in the traditional dictionary definition of ‘throwing into confusion or disorder’, in marketing reality it’s often confused with plain ‘interruption’, SiliconValley labels almost every innovation as ‘disruptive’, and futurists proclaim a whole new ‘age of disruption’ for us to come. Introduction The following presentation highlights a few interesting aspects and is rather meant to be a ‘tango with the terminology’ than a complete discourse on the topic.As a former copywriter, creative director and entrepreneur in Germany, Austria and in South Africa, I want to kick off a conversation with you around creative disruption, change, giants, misfits, implications for advertising, and how I fit into the big picture to serve and benefit your business. Enjoy the ride!
  3. 3. Preview
  4. 4. Creative Disruption 1. Definition & Evolution 2. Implications for Advertising 3. Disruptions in my professional life 4. What I bring to the table
  5. 5. Definition Creative Disruption is a phrase that has been used in the marketing world for more than a decade to describe the desired break in existing patterns of behavior of the target audience in response to a highly creative product and/or message.
  6. 6. Evolution Today we are facing a massive increase in disruptive brands, products and services - turning frequent patterns of behavior into new habits and lifestyles. Constantly challenging and changing established industries and markets.
  7. 7. Permanent Beta First there were millions, thousands, hundreds of years for adaption to change. Today we are talking about months, weeks, days.
  8. 8. Evolution 2.0 Disruptive innovations are accelerating at the fastest pace in history.
  9. 9. “I do. If you think about the original story of David and Implications for Advertising * Malcom Gladwell in an interview on his book “David and Goliath: Underdogs, Misfits, and the Art of Battling Giants” “So do you feel that the speed at which Goliath, David has audacity, speed, the element of surprise, expertise, and an unusual weapon.All of those are—in an economy that moves virtually—huge advantages, much bigger than they would have been otherwise. So I do think maybe we are entering a sort of golden age of the David.” * our modern digital age operates is beneficial to the people in the David position?”
  10. 10. In other words:
  11. 11. Wait a minute... Does that mean we have to rethink EVERYTHING?
  12. 12. Few mega-trends show a larger gap between consumer desire and business reality: Despite clear and consistent evidence that consumers crave HUMAN BRANDS (by lavishing love and attention on brands that ‘get it’), in 2014 too many brands will continue to fail to be on the right side of the epic shift towards a more open, authentic,‘human’ business environment. When asked about ‘meaningful brands’, most people said they wouldn’t care if 73% of brands ceased to exist. (Havas, June 2013)* * Trend Report 2014, trendwatching.com
  13. 13. 25+ Mind Blowing Stats About Business Today - CTRL ALT Delete
  14. 14. So, where are our new role models? Leaders? Icons?
  15. 15. Humans trust humans. Not superhumans. “All too often, disruption is portrayed as a mysterious process that requires almost superhuman abilities. We look to people like Henry Ford, Steve Jobs and Elon Musk to lead us or, alternatively, seek out softheaded theories of influence to explain it. Make no mistake - it’s not the nodes, but the network that creates disruption.”* *forbes.com - How Disruption Happens
  16. 16. The crowd has changed business forever.
  17. 17. Any ideas on monetization?
  18. 18. businessinsider.com - The Future of Digital
  19. 19. 1. The good news: There’s one thing that will never change: * “Man, that’s crazy! Now even disruptions are being disrupted by disruptions?” “Get over it. It’s just screen fragmentation.”
  20. 20. *The distinction, the one that people constantly miss, is that real disruption is almost impossible to see until it’s too late, because the technology or business is so different from what already exists. It's usually not some spectacular new technique. It's often a small and underpowered alternative. That's what makes it so dangerous and fascinating. The fine print:
  21. 21. So how do we disrupt the ad industry? “Blow up your creative department. Literally. Tear walls down, orient your space around collaboration, and introduce new thinkers. Build a culture of creative misfits. The definition of the word “creative” in advertising is way too narrow for the times. Technologists or internet creatives are creatives. Make room for idea people of all types, even if they don’t write copy or art direct.” Winston Binch, Partner/Chief Digital Officer at Deutsch LA - www.deutschinc.com
  22. 22. “Wieden+Kennedy aspires to be more than just an ad agency. As proof, several distinctly different experiments created by W+K allow us to build new relationships with the communities we reside in as well as help transform our ever-evolving industry. Our incubators create environments for entrepreneurial partnership and mentorship that drive culture and innovation. There is no blueprint for building a W+K incubator; each has evolved out of a need to adapt in a dynamic world and to engage with people at the forefront of technology, arts and commerce.” www.wk.com/incubator is already #incubating...
  23. 23. Early digital marketing evangelist, Joseph Jaffe, has built a whole new agency model around this: www.startupsforbrands.com
  24. 24. Growth Hacking? Growth Hackers are a hybrid of marketer and coder. They have a mindset of data, creativity, and curiosity.
  25. 25. Growth hackers build the product's potential growth, including user acquisition, on-boarding, monetization, retention, and virality, into the product itself.
  26. 26. “Are the foundations of the ad industry being dis- rupted the same way that the start-up world was? I think the answer is clearly “yes.” Let’s face it. They will beat us. So it’s time to join ‘em.” Ryan Holiday, former director of marketing at American Apparel (at the age of 25), today a best- selling author and adviser to many brands focusing on the untraditional tactics behind a new class of thinkers who disrupted the marketing industry.
  27. 27. So Where are you in this game? Where is your team? And what can I do to contribute to your success?
  28. 28. Disruptions in my professional life [You can’t preach Disruption unless you’re willing to live by it. - Lee Clow,TBWA ]
  29. 29. Trained as an advertising merchant during the recession, I worked 4 years as a copywriter at Saatchi & Saatchi in the industry’s heydays towards the end of the decade. Sounds pretty linear? Well, ... Disruption #1: Instead of going to university after school I moved from Hamburg to the city that should become the world capital of urban chill sounds in the 90s.* *Image: Kruder & Dorfmeister World Domination
  30. 30. Memories of a time when mobile phones and the internet were just starting to become our new darlings. Until then, we had insane love affairs with cars... This print ad twisted a quote by Confucius, which is best translated into “The way is the goal”. By leaving out the article, the message turns into “Away is the goal”, implying that you forget about your destination while you’re in the TT driving experience.
  31. 31. By the end of the 90s the internet had significantly disrupted our economy, so I decided to move from traditional advertising to Germany’s most renowned digital media agency at that time...
  32. 32. I started in 2000 as e7’s youngest creative director with my first six figure salary - yay! Greenpeace: The ABC of Resistance. A new navigation concept to help activists and users dive deeper into the Greenpeace world. Deutsche Post: Love letter buildings. One in Berlin, one in NewYork.A massive online staging around two buildings covered with love.
  33. 33. Heinemann Episode with Gerald After the internet bubble burst in 2001, I had the honor of working on a number of projects with Germany’s copywriting legend, Gerald Heinemann, in Hamburg.
  34. 34. Besides a lot of intensive work on new business and pitches, we created a very successful grand opening of René Lezard’s new flagship store at Hamburg’s prestigious Jungfernstieg. Flagship Store Opening
  35. 35. Probably the most striking disruption wave in my life. Starting out as an experiment at the end of 2002, South Africa turned into a rich source of experience over the course of a decade.
  36. 36. In the first 2 years, I have worked as a freelancer for ad agencies in Europe, developing various ideas, concepts and copy for brands such as Saturn, Mercedes-Benz, Escada Sport, Hugo Boss, Lufthansa, Davidoff, Philips,Thomas Cook, and Procter & Gamble. Freelancer
  37. 37. In 2005, my business partner and I had a disruptive moment of enlightenment:There were no advertising matches in the country yet! So we founded our first South African start-up and provided the hospitality industry with branded matchboxes and bookmatches... Firestarter
  38. 38. After 3 years of igniting restaurants, bars and hotels one by one, we had a decent list of some of the most renowned clients in SA to show off. Despite new smoking regulations, tobacco advertising bans, and tough import restrictions for dangerous goods, Smatch Media became soon SA’s most creative supplier for branded matches. In winter 2008, we launched an online campaign based on a massive energy crisis in South Africa...
  39. 39. Animated banners and online PR on South Africa’s leading digital platform for the marketing industry encouraged brands to support people who were suffering from power outages in their cold and dark homes.A great opportunity to rekindle the passion for brands with a warm message at the right time.
  40. 40. Another 3 years into the financial crisis, we’ve lost our major clients and the business was simply not viable anymore.We signed off.
  41. 41. “In today’s economy, you will not only have different jobs, but different careers.” Mitch Joel,Twist Image
  42. 42. Standing On The Shoulders Of Giants After I’d digested the meltdown of our business, I chose to go back to school.The idea was to learn from “the earth’s most customer-centric company” in becoming. So I started working for Amazon, Cape Town, in 2011, specialising in customer service for Kindle and Digital Contents.A versatile experience.
  43. 43. Standing On The Shoulders Of Giants In 2012, the squiggly road towards valuable insights from giants led me to a Google Certified Partner in Hamburg. As a “Google Marketing Evangelist”, my mission was to convince lawyers all over Germany of their benefits from using Google marketing tools to generate more business.
  44. 44. Next Disruption Management
  45. 45. Adapt or die. The following images are from Jimmy Nelson’s photographic journey on endangered tribes: “Before they pass away” - www.beforetheypass.com
  46. 46. It’s not just a threat! Take the opportunity to invent the unexpected.
  47. 47. edge. Refine your competitive Constantly challenge your status quo and create a captivating narrative for your tribe.
  48. 48. No gurus required. A disruptive mindset needs to be internalized by all members of your business ecosystem, not only by a Chief Disruption Officer.
  49. 49. So what do you expect of your creatives today?
  50. 50. Big ideas, engaging crossmedia orchestration, relevant content, successful conversion strategies, and the like?
  51. 51. Creative Expertise Disruptive Mindset Entrepreneurial Spirit Expect more. We need a broader understanding of creativity in today’s economy.
  52. 52. “We are still very much in the ideas business. Despite how much more sophisticated the algorithms get at search, contextual and behavioral ad serving, advertising still has to move you.” Alan Schulman,Vice President and CCO of North America’s largest digital agency, SapientNitro, NY. Harvard Business Review Insight Center:“The Future of Advertising” And keep in mind:
  53. 53. Find me on: Xing, LinkedIn, Facebook,Twitter, Google+ Or contact me directly via email or phone: fiehn.thomas@gmail.com +49 (0) 157 - 804 91 233 Thank you.

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