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Creative Strategy

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Die Digitalisierung hat uns verändert, doch unsere Strukturen sind noch die alten. Unternehmen müssen sich dem Wandel stetig anpassen. Was bedeutet das für die Arbeit von Agenturen? Wir zeigen auf warum Strategie eng mit Kreation verzahnt sein sollte.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Creative Strategy

  1. 1. Die Digitalisierung hat uns verändert, doch unsere Strukturen sind noch die alten. Unternehmen müssen sich dem Wandel stetig anpassen. Was bedeutet das für die Arbeit von Agenturen? Wir zeigen auf warum Strategie eng mit Kreation verzahnt sein sollte. Eine Präsentation von The Main, eine Strategieberatung für digitales Marketing. CREATIVE STRATEGY
  2. 2. THE MAIN HANNES LEY Kaospilot Seit zwei Tagen 40 Ex-Planner / Creative Strategist Kommunikations- und Digitalstratege Workshop Designer und Moderator Change Maker Unternehmensberater Gesellschafter und GF Strategie bei The Main Speaker und Facilitator bei Hyper Island, Good School, Kaospiloten Freund des Hauses. 10... 9... 8... 7... 6... 5... 4... 3... 2... 1...
  3. 3. THE MAIN BÄÄÄÄÄÄÄÄÄÄÄÄÄÄM!
  4. 4. THE MAIN “CHANGE WILL NEVER BE AS SLOW AS IT IS TODAY.“
  5. 5. THE MAIN WIR HABEN UNS VERÄNDERT, ABER UNSERE STRUKTUREN SIND NOCH DIE ALTEN.
  6. 6. WIR TEILEN WIEDER GERNE. 2013 2005
  7. 7. THE MAIN WIR PRAKTIZIEREN GRENZENLOSE LIEBE.
  8. 8. MYTAXI | WIR FAHREN WIEDER GERNE TAXI.
  9. 9. THE MAIN WIR FÜHLEN UNS JETZT IN DER GANZEN WELT ZUHAUSE.
  10. 10. HEUTE MORGEN IN MEINEM POSTFACH.
  11. 11. WIR SCHAUEN SERIEN OMU UND FILME ONLINE OHNE WERBUNG.
  12. 12. THE MAIN NICHT MEHR DER STÄRKSTE GEWINNT, SONDERN DERJENIGE, DER SICH AM SCHNELLSTEN AN DIE VERÄNDERUNGEN ANPASSEN KANN.
  13. 13. AWARENESS INVOLVEMENT ACTIVE CONSIDERATION PURCHASE CONSUMPTION RELATIONSHIP BUILDING ADVOCACY Früher wurde das Budget in die Kampagne gesteckt. Heute wird dasselbe Budget in alle Medien gesteckt, die Menschen zum Kauf verführen. JA.... AUCH IHR SEID DAVON BETROFFEN. Kreativagenturen Interactive Agenturen PR Agenturen Social Media Agenturen Media Agenturen SEM Agenturen SEO Agenturen PR Agenturen PR Agenturen Social Media Agenturen DM Agenturen Inhouse Marketing Digital Agenturen eCommerce Agenturen App Developer Mobile Startups
  14. 14. WAS HEISST DENN DAS? WIRD DON ARBEITSLOS?
  15. 15. DAS FUELBAND. EINE IDEE AUS DEM NICHTS?
  16. 16. THE MAIN DIE WAHRE GESCHICHTE.
  17. 17. DIGITAL BUSINESS. NIKE TREIBT DIE DIGITALISIERUNG AUF ALLEN EBENEN DES UNTERNEHMENS VORAN.
  18. 18. NIKE DIGITAL SPORTS – 200 VORDENKER, DESIGNER, INGENIEURE UND MARKETEERS ENTWICKELN GEMEINSAM DIGITALE SERVICES.
  19. 19. DAS OHR AUF DER STRASSE MIT SOCIAL MEDIA INHOUSE.
  20. 20. $800 Millionen 600 400 200 0 NEUE MEDIEN DIRECT MARKETING, INTERNET PAID SEARCH, SOCIAL MEDIA ... KLASSISCHE MEDIEN TV, PRINT, RADIO ... 2000 2005 2010 2011 $113 2010 $771 15 10 5 0 $20 Milliarden NIKE UMSATZ + GEWINN 2001 2005 ´11 UMSATZ: $20.9 NETTOGEWINN: $2.1 NIKE U.S. WERBESPENDINGS WENIGER KLASSIK, MEHR DIGITAL UND NOCH MEHR UMSATZ.
  21. 21. NIKE IST EIN MEISTER DER FRÜHERKENNUNG. QUANTIFIED SELF WEARABLE DEVICES 2006 2010 2013
  22. 22. DAS FUELBAND IST TEIL EINER KONTINUIERLICHEN ENTWICKLUNG. Magneto Sonnenbrille NIKE+ Website NIKE+ iPod Sport Kit NIKE+ Sportband Fitbit Classic Jawbone UP
  23. 23. Magneto Sonnenbrill e NIKE+ Website & iPod Sport Kit NIKE DIGITAL SPORT NIKE+ Fuelban d 1994 2006 20102008 2012 NIKE WEARABLE DEVICES. NIKE+ Sportband
  24. 24. DER ZENTRALE STRATEGISCHE GEDANKE HINTER DEM FUELBAND: DATA-DRIVEN CUSTOMER LOYALTY.
  25. 25. THERE‘S AN APP FOR THIS... EINE GLOBALE COMMUNITY VON MEHR ALS 18 MIO. MITGLIEDERN.
  26. 26. “WE‘VE NOW CREATED AN ENTIRE [DIGITAL] ECOSYSTEM OF SERVICES THAT COMPLEMENT THE PRODUCT“ STEFAN OLANDER, VICE PRESIDENT NIKE DIGITAL SPORT
  27. 27. JULIAN, UNSER TRAINEE, SIEHT DAS GANZE SO:
  28. 28. DAS ZIEL VON NIKE IST NICHT, MEHR UMSATZ MIT DEM FUELBAND ZU MACHEN, SONDERN EINE NACHHALTIGE BEZIEHUNG ZU KUNDEN AUFZUBAUEN.
  29. 29. • XBOX GAME (2012) • WORKOUT TRAINING • ACTIVITY TRACKING • NIKE+ INTEGRATION • SENSOR & APP (2012) • BASKETBALL TRAINING • PERFORMANCE TRACKING • NIKE+ INTEGRATION • MOBILE APP (2012) • WORKOUT TRAINING • PERFORMANCE TRACKING • NIKE+ INTEGRATION UND DIE IDEE WÄCHST.
  30. 30. R/GA Advertising: Digital Services, UI/UX Design & Marketing WHIPSAW & SYNAPSE Technologie & Engineering: Entwicklung einer Lithium Batterie In Armbandform, Implementierung von 120 LEDs UNI ARIZONA Tracking-Technologie „Oxygen Kinetics“ ASTRO Design Armband NIKE Idea, Coach, Traffic Cop ... UND WER HAT ES WIE GEMACHT?
  31. 31. THE MAIN WAS BEDEUTET DAS FÜR UNSERE ARBEIT?
  32. 32. MEINE ARBEIT HEISST JETZT NICHT MEHR PLANNING, SONDERN STRATEGIE & BERATUNG. UNTERNEHMENS- STRATEGIE TRENDS & INSIGHTS MARKT- UND WETTBEWERBS- ANALYSEN BIG DATA EVALUATION & OPTIMIERUNG MARKEN- UND CONTENT- STRATEGIE MEDIA STRATEGIE CONSUMER INSIGHTS KOMMUNIKATIONS- STRATEGIE PRODUKT- STRATEGIE & SERVICE DESIGN VERTRIEBS- STRATEGIE ORGANISATION & PROZESSE DIGITALSTRATEGIE DIALOG & SOCIAL MEDIA PLANNING
  33. 33. DAS GEHT EINFACH GAR NICHT MEHR. CREATIVE DIRECTOR HEAD OF STRATEGY
  34. 34. INTEGRATION = CREATIVE STRATEGY.
  35. 35. THE MAIN MEINE VISION FÜR DIE STRATEGIE.
  36. 36. THE MAIN DANKE SCHÖN!
  37. 37. THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 info@themain.de

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