Matt Bagwell at Brighton Strategy & Planning meetup #2

1. From Goose Pimples
to Poppies.

2. A brand will always pay
for attention.
The question is when?

4. Moments.

5. Vying for
attention.

6. Attention seeking.

7. Seamless.

8. “On average it takes 1.8 seconds
to close a car door but in that
time you’re witnessing a strange
kind of symphony composed by
engineers and designers whose
goal is to reassure you that it’s
rock solid.””
!”
!”
Humans Invent

10. Within 6 years, the ‘crowd’
will overtake your in-house
R&D as the primary
source of new product and
service ideas.
Matthew Bagwell
Executrive Director AKQA Walt Disney

11. “I am interested in
imperfections, quirkiness,
insanity, unpredictability.
That's what we really pay
attention to anyway. We don't
talk about planes flying; we talk
about them crashing.”
Tibor Kalman - Designer.

12. Paying Attention?

13. Full
Disclosure.

14. “Marketing is a contest for
people's attention.””
!”
!”
Seth Godin - Author.
All Marketers Are Liars

15. “Advertising
is the tax you pay for being
unremarkable”
Robert Stephens - Founder of Geek Squad

16. Stealth.

20. Spectacle.

21. Within 6 years, the ‘crowd’
will overtake your in-house
R&D as the primary
source of new product and
service ideas.
Matthew Bagwell
Executrive Director AKQA Red Bull

23. Known to
Liked.

24. Paid to
Earned.

25. #Vodafonefirsts.

26. North star.

28. Season 1/Taking Flight.

30. Film replaced.
See it at firsts.com.

31. Otto.

32. Film replaced.
See it at firsts.com.

33. Ria & An.

36. Film replaced.
See it at firsts.com.

37. Season 2/The Science.

38. 3° > 2° > 1° > 0°
Inspired
By the content
and stories.
Engaged
To find out more
about Firsts and
shares content.
Immersed
To take part in
a First or First
experience.
Advocate
To champion
and hero the
Firsts campaign.

39. Season 3/Gaining
attention.

40. Courage.

42. 1.Ben is a courageous character and one
which we’d all love to rally
behind.
2.We all want to feel part of
something bigger than ourselves.
3.Vodafone matched all donations to
the Royal British Legion.

43. Film replaced.
See it at firsts.com.

45. Closing thoughts for your
Attention.

46. 1. Delight in the seams.

47. 1. Delight in the seams.
2. Be fascinated with
ordinary.

48. 1. Delight in the seams.
2. Be fascinated with
ordinary.
3. A brand will always
pay for attention. The
question is when?

49. “People generally
pay attention to what they
already know about and what
they care about.”
!”
Ethan Zuckerman - Scholar and Internet Activist.
Rewire: Digital Cosmopolitans in the Age of Connection.

50. Thank you.
!
!
@mattbagwell
firsts.com