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"Yes. But..." (a presentation by Emma Cookson)

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Emma Cookson's presentation at The Bellwether Group in September 2010. The topic of the day was "Creativity and content creation in a digital age."

"Yes. But..." (a presentation by Emma Cookson)

  1. 1. “ Yes. But…?” Emma Cookson BBH September 16, 2010
  2. 3. A profusion of pre-existing, high quality advice…
  3. 5. @michaeltabtabai
  4. 7. “ Yes. But…”
  5. 8. Need for a little qualification? <ul><li>“ Consumers control your brand” </li></ul><ul><li>“ The power of 360 º marketing” </li></ul><ul><li>“ Creativity through collaboration” </li></ul><ul><li>“ Just hire the best digital talent” </li></ul><ul><li>“ The diminishing importance of execution” </li></ul>
  6. 9. <ul><li>“ Consumers control your brand” </li></ul><ul><li>“ The power of 360 º marketing” </li></ul><ul><li>“ Creativity through collaboration” </li></ul><ul><li>“ Just hire the best digital talent” </li></ul><ul><li>“ The diminishing importance of execution” </li></ul>
  7. 12. “ Consumers don’t own brands, but they do want to participate.” Charles Vallance, VCCP
  8. 13. Channel-right is important, but remember brand-right too…
  9. 14. Tiffany Facebook landing page, Sept 2010. Tiffany ????
  10. 16. BMW Facebook landing page, Sept 2010. BMW ????
  11. 22. <ul><li>“ Consumers control your brand” </li></ul><ul><li>“ The power of 360 º marketing” </li></ul><ul><li>“ Creativity through collaboration” </li></ul><ul><li>“ Just hire the best digital talent” </li></ul><ul><li>“ The diminishing importance of execution” </li></ul>
  12. 23. “ We need a 360 º campaign.”
  13. 24. “ We need a 360 º campaign” <ul><li>Often the trigger for an immense volume of futile agency work </li></ul><ul><ul><li>“ Look, it really is a 360 degree idea - here’s the idea on interactive kiosks, subway tickets, in a partnership with Discovery channel, as a mobile game, in a Groupon promotion…..etc” </li></ul></ul><ul><li>How often can a brand even afford full 360 º activity? </li></ul><ul><li>What about smart application of the minimum number of just-right channels in order to solve the business problem? </li></ul><ul><ul><li>Right for the brand, the task, the idea </li></ul></ul>
  14. 25. “ We need a 36 º campaign.”
  15. 27. <ul><li>“ Consumers control your brand” </li></ul><ul><li>“ The power of 360 º marketing” </li></ul><ul><li>“ Creativity through collaboration” </li></ul><ul><li>“ Just hire the best digital talent” </li></ul><ul><li>“ The diminishing importance of execution” </li></ul>
  16. 29. Brainstorming sessions.
  17. 30. c/o @saneel
  18. 31. c/o @saneel
  19. 32. c/o @saneel
  20. 33. Crowdsourcing =/= collaborative working
  21. 34. <ul><li>“ Consumers control your brand” </li></ul><ul><li>“ The power of 360 º marketing” </li></ul><ul><li>“ Creativity through collaboration” </li></ul><ul><li>“ Just hire the best digital talent” </li></ul><ul><li>“ The diminishing importance of execution” </li></ul>
  22. 35. Unpopular Experts
  23. 36. Diplomacy
  24. 38. Jennifer Gavin, Advertising Diplomat
  25. 39. Generosity
  26. 40. <ul><li>“ Consumers control your brand” </li></ul><ul><li>“ The power of 360 º marketing” </li></ul><ul><li>“ Creativity through collaboration” </li></ul><ul><li>“ Just hire the best digital talent” </li></ul><ul><li>“ The diminishing importance of execution” </li></ul>
  27. 46. <ul><li>“ Consumers control your brand” </li></ul><ul><li>“ The power of 360 º marketing” </li></ul><ul><li>“ Creativity through collaboration” </li></ul><ul><li>“ Just hire the best digital talent” </li></ul><ul><li>“ The diminishing importance of execution” </li></ul>
  28. 47. “ Yes. But…” <ul><li>“ Consumer brand involvement, owner leadership” </li></ul><ul><li>“ Just enough degrees marketing” </li></ul><ul><li>“ Collaborative creativity, authoritarian quality control” </li></ul><ul><li>“ Digital talent with great people skills” </li></ul><ul><li>“ Execute awesomely” </li></ul>
  29. 48. Thank you

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