A Talk & A Workshopwith Josh Sklar, President, CD and Chief Hereticof Heresy – heresy.co / josh@heresy.coUnderstanding Why...
Advertising HeresiesMedia channels should notbe put into independent silos.televisionprintdigital© Steve (Maxx) Landeros
The “red thread” that runsthrough all marketing strategy in ournew, obsessively connected world is Digital.Advertising Her...
If you work in Digital you really are an adman,not just a nerd that isn’t good enough for TV and Print.Advertising Heresie...
You do not have to bea developer, engineer ortechnologist toknow what the possibilities are.Advertising Heresies© Joshua C...
Turning 40 does not mean you’re“out of touch” andcan’t possibly understandnew media and new audiences.It means you haveinv...
Clients should be considered andact as integral, contributingteam members all the way through.Instead of decision makersto...
You do not need to heavily invest in a BIG IDEA® –instead you can try many directions via small trialsin real environments...
To be profitable,agencies do not need to:• build complicated team structures• demonstrate success throughcostly overhead• ...
We shouldn’t give awaythe research, strategy,and creative ideas.We should be paidfor our thinking;not only media buysand e...
People should be given timeto think and become inspiredbefore committing toan expensive and defining strategy.Being able t...
Loyalty can be rewarded instead of abused.Quality of life and profitability can co-exist.© Thirada SrinilAdvertising Heres...
Ad agencies can create “new” revenue streamsby owning and licensingcreative technology and content.Advertising Heresies
Brands can bringcreative strategyin house.Advertising Heresies
Creative ideascan be strongerif they rely oninsights gleanedfrom real data……instead of onlygut and experiencein story-tell...
Why Creatives Ignore© Dimitri Androutsos• Damn it, Jim, I’m animagineer not a statistician!• Not given enough time to doth...
The Creative Process• Internalize the creativeproblem, the client’s goalsand who the audience is.• Empathize with the targ...
How to Help Them Embrace it• Paint the data as insights, thenportray the insights as scenarios.• Help them distill what’s ...
A Day in the Life of Your Audience.From the time they get up until they go to bed…list all of your opportunities forReachi...
josh@heresy.co / @chiefhereticheresy.co / heresy.me+1 (512) 415-1698Digital Doesn’t Matter (and other advertising heresies...
"Understanding Why Creatives Ignore the Data Staring Them in the Face – & How to Help Them Embrace it"
"Understanding Why Creatives Ignore the Data Staring Them in the Face – & How to Help Them Embrace it"
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"Understanding Why Creatives Ignore the Data Staring Them in the Face – & How to Help Them Embrace it"

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"Understanding Why Creatives Ignore the Data Staring Them in the Face – & How to Help Them Embrace it"

  1. 1. A Talk & A Workshopwith Josh Sklar, President, CD and Chief Hereticof Heresy – heresy.co / josh@heresy.coUnderstanding Why Creatives Ignorethe Data Staring Them in the Face& How to Help Them Embrace it
  2. 2. Advertising HeresiesMedia channels should notbe put into independent silos.televisionprintdigital© Steve (Maxx) Landeros
  3. 3. The “red thread” that runsthrough all marketing strategy in ournew, obsessively connected world is Digital.Advertising Heresies
  4. 4. If you work in Digital you really are an adman,not just a nerd that isn’t good enough for TV and Print.Advertising Heresies© Carmen S
  5. 5. You do not have to bea developer, engineer ortechnologist toknow what the possibilities are.Advertising Heresies© Joshua Cripps
  6. 6. Turning 40 does not mean you’re“out of touch” andcan’t possibly understandnew media and new audiences.It means you haveinvaluable insightsin the form ofsomething called experience.Advertising Heresies
  7. 7. Clients should be considered andact as integral, contributingteam members all the way through.Instead of decision makersto pitch ideas toat scheduled milestones.Advertising Heresies
  8. 8. You do not need to heavily invest in a BIG IDEA® –instead you can try many directions via small trialsin real environments and iterate those that work.Advertising Heresies© Pedro Salaverría
  9. 9. To be profitable,agencies do not need to:• build complicated team structures• demonstrate success throughcostly overhead• build up custom infrastructure• or, in other words, bill like lawyersAdvertising Heresies© Yuri Barichivich
  10. 10. We shouldn’t give awaythe research, strategy,and creative ideas.We should be paidfor our thinking;not only media buysand execution of“deliverables.”Advertising Heresies
  11. 11. People should be given timeto think and become inspiredbefore committing toan expensive and defining strategy.Being able to move fast is good.Having time for thinking things through is much better.© Javier FenollAdvertising Heresies
  12. 12. Loyalty can be rewarded instead of abused.Quality of life and profitability can co-exist.© Thirada SrinilAdvertising Heresies
  13. 13. Ad agencies can create “new” revenue streamsby owning and licensingcreative technology and content.Advertising Heresies
  14. 14. Brands can bringcreative strategyin house.Advertising Heresies
  15. 15. Creative ideascan be strongerif they rely oninsights gleanedfrom real data……instead of onlygut and experiencein story-telling.Advertising Heresies
  16. 16. Why Creatives Ignore© Dimitri Androutsos• Damn it, Jim, I’m animagineer not a statistician!• Not given enough time to dothe assignment, let aloneabsorb so much input.• Planners and analysts tend toread endless data points atthe creative team.• Past experiences deemeduseless and a waste of time.© Taylor Beseda
  17. 17. The Creative Process• Internalize the creativeproblem, the client’s goalsand who the audience is.• Empathize with the targetaudience’s pain points.• Imagine what that individualwill positively respond to.• Absorb the assignment’s USPvs. those of the competition.• Think of creative ways totell a story that are toneappropriate and on message.© Dimitri Androutsos
  18. 18. How to Help Them Embrace it• Paint the data as insights, thenportray the insights as scenarios.• Help them distill what’s important.• Write up a list of bulletedfindings, categorized by insightor touchpoint as a handyreference — never simply leavebehind a binder full of facts• Be sure to share campaignresults during and post, if youwant them to care aboutapplying data findings. Have aconversation about them.© Fajar Andriyanto
  19. 19. A Day in the Life of Your Audience.From the time they get up until they go to bed…list all of your opportunities forReaching your primary audience andbrainstorm how to developa relationship with themvia desirable and appropriatedigital, social, and mobile approaches.(Focus on: entertainment, information, and utility.)Exercise
  20. 20. josh@heresy.co / @chiefhereticheresy.co / heresy.me+1 (512) 415-1698Digital Doesn’t Matter (and other advertising heresies)http://facebook.com/digitaldoesntmatter

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