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MIMA 2012MARKETER AS MAKER?       10 October 2012        #MIMAmake
Robbie WhitingCo-founder of [TBD]@robbiew
UNCERTAINTY
UNCERTAINTYMEET YOUR MAKERS
UNCERTAINTYMEET YOUR MAKERSSO IS ADVERTISING DEAD?
UNCERTAINTYMEET YOUR MAKERSSO IS ADVERTISING DEAD?MAKING INVOLVES DESTROYING
UNCERTAINTYMEET YOUR MAKERSSO IS ADVERTISING DEAD?MAKING INVOLVES DESTROYINGWHAT I’VE LEARNED FROM MAKING + MARKETING
UNCERTAINTYMEET YOUR MAKERSSO IS ADVERTISING DEAD?MAKING INVOLVES DESTROYINGWHAT I’VE LEARNED FROM MAKING + MARKETINGINTIM...
UNCERTAINTY
image: http://www.donnymiller.com
THIS IS F***ING TERRIFYING
“THE MISTAKE IS THINKING THAT THERE CAN  BE AN ANTIDOTE TO THE UNCERTAINTY.”         ― DAVID LEVITHAN, THE LOVERS DICTIONARY
MARKETERS ARE MAKING THINGS  THAT DON’T RESEMBLE ADS
MARKETERS ARE MAKING THINGS  THAT DON’T RESEMBLE ADSNEW PRODUCTS AND SERVICES
MARKETERS ARE MAKING THINGS  THAT DON’T RESEMBLE ADSNEW PRODUCTS AND SERVICES         ROBOTS?
I KNOW WHAT YOU’RE THINKING.
“WE ALL LOVE ROBOTS.BUT HOW USEFUL IS THIS?”
“I SWEAR, I WILL GET UP AND WALK OUT OF THIS PRESENTATION IF IT’S   JUST ABOUT FRIGGIN’ ROBOTS.”
MEET YOUR MAKERS
Maker Culture - art by Conal Pierse
The Mondo Spider. Yes, but...
Not just soldering irons and circuit boards.
7/12 - http://blogs.smithsonianmag.com/
‘MAKING’ IS SECOND NATURE TO A NEW GENERATION OF CREATIVE THINKERS
MAKING = THINKING
SO, IS ADVERTISING DEAD?
"IT IS DIFFICULT TO GET A MAN TOUNDERSTAND SOMETHING WHEN HIS  SALARY DEPENDS UPON HIS NOT         UNDERSTANDING IT."     ...
(Graphic or stat showing the user behaviormoves away from traditional TV and intodigital activites)
NO MASS AUDIENCE = NO MASS MEDIA
NO MASS AUDIENCE = NO MASS MEDIANO MASS MEDIA = NO MASS ADVERTISING
NO MASS AUDIENCE = NO MASS MEDIANO MASS MEDIA = NO MASS ADVERTISINGNO MASS ADVERTISING = OH SH!T
BRANDS THAT MADE TWO TV SPOTS A YEAR MUST NOW MAKE FIVE PIECES       OF CONTENT PER DAY
ADVERTISING IS NOT DEADBUT IT’S NOT THE FUTURE OF MARKETING
MAKING NEW THINGS INVOLVES  DESTROYING OLD THINGS
MAKING NEW THINGS INVOLVES  DESTROYING OLD THINGSLIKE ADVERTISING AGENCIES
“BUILD A BOX THAT DELIVERS ALL THE RELEVANTINFORMATION AND PERFECTLY SORTS THROUGH IT IN   AN EASILY MANAGEABLE WAY AND AN...
AWESOME PRODUCTS ARE THE BEST ADS
IT DOESN’T MATTER HOW MANY     PEOPLE SAW YOUR AD
“JUST BECAUSE WERE IN THE BUSINESS OF ADVERTISING DOESNT MEAN WE ALWAYS          HAVE TO MAKE ADS.”    - WINSTON BINCH, PA...
6 10 THINGS I’VE LEARNED ABOUT MAKING
1IT WILL BE A CONTINUAL STRUGGLE TO KEEP UP
“THERE ARE PEOPLE [AT OUR COMPANY] WHODON’T KNOW WHAT AN INSTAGRAM IS OR HOWTHE NEW ADVERTISING ON FACEBOOK WORKS.”       ...
TV Radio Print OOHObject-orientedPaid media-drivenFixed DeliverableEmphasis on ‘big ideas’
TV Radio Print OOHObject-orientedPaid media-drivenFixed DeliverableEmphasis on ‘big ideas’
TV Radio Print OOHObject-oriented           System-orientedPaid media-driven         Consumer-drivenFixed Deliverable     ...
TV Radio Print OOHObject-oriented           System-orientedPaid media-driven         Consumer-drivenFixed Deliverable     ...
2WE NEED MORE MAKERS IN OUR INDUSTRY
“THE FIRST THING I LOOK FOR ON AN ACCOUNTPLANNER OR DIGITAL STRATEGIST’S RESUME ISPROOF OF WHAT THAT PERSON HAS DONE AND M...
Broad empathy  Deep skill
3MAKE SOMETHING
4KILL THE CREATIVE DEPARTMENT
Client     Strategist   TechnologistConceptual Designer  Comms PlannerBig Data Strategist
5IF YOU WANT TO MAKE STUFF, HIRE ENGINEERS
6PAY ATTENTION TO WHAT YOUR COMPETITORS ARE MAKING, AND HOW THEY’RE MAKING IT
7LEARN THE RIGHT LESSONS FROM START-UPS
http://www.thinkwithgoogle.com/insights/featured/agile-creativity/
“RIGHT NOW THE DECK IS BEING RESHUFFLED. THOSE PLAYERS WHO ARE THE CHIP LEADERSMAY BE TAKEN DOWN BY THOSE WHO LEARNED     ...
8GIVE PEOPLE REASONS (AND TIME) TO MAKE
GOOGLE’S 20 PERCENT TIME
GOOGLE’S 20 PERCENT TIME
VALVE’S 100 PERCENT TIME
9DON’T UNDERESTIMATE THE ROLE OF DATA        IN MAKING NEW THINGS
10WE MAKE BECAUSE DIGITAL WILL CONTINUE   TO TRANSFORM HUMAN BEHAVIOR
“Digital transformation enables newtypes of innovation and creativity, rather simply enhancing traditional methods.”      ...
Don’t get f****d by a unicorn
THANK YOU    @ROBBIEWROBBIEW@GMAIL.COM
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
Marketer as Maker? MIMA 2012 presentation by Robbie Whiting
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Marketer as Maker? MIMA 2012 presentation by Robbie Whiting

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Few dis­agree that tech­nol­ogy has changed the way people inter­act with the world. For brands, “Digital” is a req­ui­site (but ill-defined) com­pe­tency. To suc­ceed in a world of con­sumers tuned-out to tra­di­tional adver­tis­ing — a world of con­nected devices and frag­mented expe­ri­ences — mar­keters are devel­op­ing skills more akin to soft­ware and prod­uct devel­op­ment than adver­tis­ing. “Making” has become a ral­ly­ing cry for agen­cies. But is build­ing robots, mobile apps and prod­ucts really the future of mar­ket­ing? Let’s explore the oppor­tu­ni­ties, pit­falls and mis­con­cep­tions of ‘mar­keter as maker.’

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Marketer as Maker? MIMA 2012 presentation by Robbie Whiting

  1. 1. MIMA 2012MARKETER AS MAKER? 10 October 2012 #MIMAmake
  2. 2. Robbie WhitingCo-founder of [TBD]@robbiew
  3. 3. UNCERTAINTY
  4. 4. UNCERTAINTYMEET YOUR MAKERS
  5. 5. UNCERTAINTYMEET YOUR MAKERSSO IS ADVERTISING DEAD?
  6. 6. UNCERTAINTYMEET YOUR MAKERSSO IS ADVERTISING DEAD?MAKING INVOLVES DESTROYING
  7. 7. UNCERTAINTYMEET YOUR MAKERSSO IS ADVERTISING DEAD?MAKING INVOLVES DESTROYINGWHAT I’VE LEARNED FROM MAKING + MARKETING
  8. 8. UNCERTAINTYMEET YOUR MAKERSSO IS ADVERTISING DEAD?MAKING INVOLVES DESTROYINGWHAT I’VE LEARNED FROM MAKING + MARKETINGINTIMATE RELATIONS WITH MYTHICAL CREATURES
  9. 9. UNCERTAINTY
  10. 10. image: http://www.donnymiller.com
  11. 11. THIS IS F***ING TERRIFYING
  12. 12. “THE MISTAKE IS THINKING THAT THERE CAN BE AN ANTIDOTE TO THE UNCERTAINTY.” ― DAVID LEVITHAN, THE LOVERS DICTIONARY
  13. 13. MARKETERS ARE MAKING THINGS THAT DON’T RESEMBLE ADS
  14. 14. MARKETERS ARE MAKING THINGS THAT DON’T RESEMBLE ADSNEW PRODUCTS AND SERVICES
  15. 15. MARKETERS ARE MAKING THINGS THAT DON’T RESEMBLE ADSNEW PRODUCTS AND SERVICES ROBOTS?
  16. 16. I KNOW WHAT YOU’RE THINKING.
  17. 17. “WE ALL LOVE ROBOTS.BUT HOW USEFUL IS THIS?”
  18. 18. “I SWEAR, I WILL GET UP AND WALK OUT OF THIS PRESENTATION IF IT’S JUST ABOUT FRIGGIN’ ROBOTS.”
  19. 19. MEET YOUR MAKERS
  20. 20. Maker Culture - art by Conal Pierse
  21. 21. The Mondo Spider. Yes, but...
  22. 22. Not just soldering irons and circuit boards.
  23. 23. 7/12 - http://blogs.smithsonianmag.com/
  24. 24. ‘MAKING’ IS SECOND NATURE TO A NEW GENERATION OF CREATIVE THINKERS
  25. 25. MAKING = THINKING
  26. 26. SO, IS ADVERTISING DEAD?
  27. 27. "IT IS DIFFICULT TO GET A MAN TOUNDERSTAND SOMETHING WHEN HIS SALARY DEPENDS UPON HIS NOT UNDERSTANDING IT." -UPTON SINCLAIR
  28. 28. (Graphic or stat showing the user behaviormoves away from traditional TV and intodigital activites)
  29. 29. NO MASS AUDIENCE = NO MASS MEDIA
  30. 30. NO MASS AUDIENCE = NO MASS MEDIANO MASS MEDIA = NO MASS ADVERTISING
  31. 31. NO MASS AUDIENCE = NO MASS MEDIANO MASS MEDIA = NO MASS ADVERTISINGNO MASS ADVERTISING = OH SH!T
  32. 32. BRANDS THAT MADE TWO TV SPOTS A YEAR MUST NOW MAKE FIVE PIECES OF CONTENT PER DAY
  33. 33. ADVERTISING IS NOT DEADBUT IT’S NOT THE FUTURE OF MARKETING
  34. 34. MAKING NEW THINGS INVOLVES DESTROYING OLD THINGS
  35. 35. MAKING NEW THINGS INVOLVES DESTROYING OLD THINGSLIKE ADVERTISING AGENCIES
  36. 36. “BUILD A BOX THAT DELIVERS ALL THE RELEVANTINFORMATION AND PERFECTLY SORTS THROUGH IT IN AN EASILY MANAGEABLE WAY AND ANY FORM OF ADVERTISING STARTS TO LOOK LIKE LAUGHABLE SHUCKSTERISM. WHO ARE YOU TRYING TO FOOL? WHY AREN’T YOU CONTENT TO LET YOUR PRODUCT SPEAK FOR ITSELF?” - WILLIAM GILLIS, HUMANITERATIONS.NET
  37. 37. AWESOME PRODUCTS ARE THE BEST ADS
  38. 38. IT DOESN’T MATTER HOW MANY PEOPLE SAW YOUR AD
  39. 39. “JUST BECAUSE WERE IN THE BUSINESS OF ADVERTISING DOESNT MEAN WE ALWAYS HAVE TO MAKE ADS.” - WINSTON BINCH, PARTNER/CHIEF DIGITAL OFFICER AT DEUTSCH LA
  40. 40. 6 10 THINGS I’VE LEARNED ABOUT MAKING
  41. 41. 1IT WILL BE A CONTINUAL STRUGGLE TO KEEP UP
  42. 42. “THERE ARE PEOPLE [AT OUR COMPANY] WHODON’T KNOW WHAT AN INSTAGRAM IS OR HOWTHE NEW ADVERTISING ON FACEBOOK WORKS.” “What Brands Really Think of Agencies” Digiday 8/13/12
  43. 43. TV Radio Print OOHObject-orientedPaid media-drivenFixed DeliverableEmphasis on ‘big ideas’
  44. 44. TV Radio Print OOHObject-orientedPaid media-drivenFixed DeliverableEmphasis on ‘big ideas’
  45. 45. TV Radio Print OOHObject-oriented System-orientedPaid media-driven Consumer-drivenFixed Deliverable Continuous updatesEmphasis on ‘big ideas’ Emphasis on design
  46. 46. TV Radio Print OOHObject-oriented System-orientedPaid media-driven Consumer-drivenFixed Deliverable Continuous updatesEmphasis on ‘big ideas’ Emphasis on design
  47. 47. 2WE NEED MORE MAKERS IN OUR INDUSTRY
  48. 48. “THE FIRST THING I LOOK FOR ON AN ACCOUNTPLANNER OR DIGITAL STRATEGIST’S RESUME ISPROOF OF WHAT THAT PERSON HAS DONE AND MADE OF THEIR OWN ACCORD IN THE PAST – OUTSIDE OF ADVERTISING. AND, WHAT THEYARE DOING NOW – OUTSIDE OF ADVERTISING.” “WHY STRATEGISTS SHOULD MAKE STUFF” - MARK POLLARD, VP BRAND STRATEGY @ BIGSPACESHIP AND FOUNDER, STEALTH MAGAZINE
  49. 49. Broad empathy Deep skill
  50. 50. 3MAKE SOMETHING
  51. 51. 4KILL THE CREATIVE DEPARTMENT
  52. 52. Client Strategist TechnologistConceptual Designer Comms PlannerBig Data Strategist
  53. 53. 5IF YOU WANT TO MAKE STUFF, HIRE ENGINEERS
  54. 54. 6PAY ATTENTION TO WHAT YOUR COMPETITORS ARE MAKING, AND HOW THEY’RE MAKING IT
  55. 55. 7LEARN THE RIGHT LESSONS FROM START-UPS
  56. 56. http://www.thinkwithgoogle.com/insights/featured/agile-creativity/
  57. 57. “RIGHT NOW THE DECK IS BEING RESHUFFLED. THOSE PLAYERS WHO ARE THE CHIP LEADERSMAY BE TAKEN DOWN BY THOSE WHO LEARNED THE GAME IN THE DIGITAL AGE.” -ERIC JOHNSON, CEO IGNITED
  58. 58. 8GIVE PEOPLE REASONS (AND TIME) TO MAKE
  59. 59. GOOGLE’S 20 PERCENT TIME
  60. 60. GOOGLE’S 20 PERCENT TIME
  61. 61. VALVE’S 100 PERCENT TIME
  62. 62. 9DON’T UNDERESTIMATE THE ROLE OF DATA IN MAKING NEW THINGS
  63. 63. 10WE MAKE BECAUSE DIGITAL WILL CONTINUE TO TRANSFORM HUMAN BEHAVIOR
  64. 64. “Digital transformation enables newtypes of innovation and creativity, rather simply enhancing traditional methods.” -Wikipedia
  65. 65. Don’t get f****d by a unicorn
  66. 66. THANK YOU @ROBBIEWROBBIEW@GMAIL.COM

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