Presentation to the Belgium Direct Marketing Association on Creativity -- burning boundaries as part of their annual congress on 18 November 2010

1. Reaching, breaching,
(and burning) boundaries
Mat Zucker,
Chief Creative Officer
OgilvyOne Worldwide, New York

2. (keynote on creativity at the
2010 Belgium Direct Marketing Association Congress)

3. Dank u.
Merci.
(The rest of this will be in English)

11. 1975

13. My brief:
Take on the challenge
of modern direct

14. Breaking boundaries.
Where do we start?

15. It’s not exciting
to talk about
traditional direct...

16. It is exciting to talk about this

17. The new creatives don’t like our labels, silos

18. The new creatives are wired to do both brand and response

19. Customers are hungry for more than we give them

20. 2009
An industry call to arms
at the US DMA.

23. Story of 2 charts

24. This is the chart I Hate
20%
Creative
40%
Offer
40%
Audience

25. This is the chart I Love

26. 10
Heart-thumping
examples in applying
re: direct

27. 1
Demonstrating a product
benefit

30. Lesson
Demonstrate your product
benefit, instead of describing it.

31. 2
The participatory demo

36. Lesson
Sometimes the best offer
is an experience in which
customers can participate.

37. 3
Creativity in email?

38. . . .

40. Lesson
‘Old’ formats can still surprise

41. 4
Appealing to new customers

44. Lesson
You can invent value

45. 5
Sexy search

47. DATA MINING THE HUMBLE PRODUCT REVIEW

48. What are people talking about:
What are people not talking about:
The location: View of Bellagio, Center strip The Casino
The rooms: Size and cleanliness The Rates
The service

51. Lesson
11-22%+ lift. Here’s for
entrepreneurial thinking.

52. 6
Customers reward
brands with beliefs

55. Lesson
Involve customers in behavior
change. (And document it)

56. 7
Advances from YouTube

57. TIPP-EX
YOUTUBE.COM

58. Lesson
Interactive video may be
(finally) here

59. 8
What can a rock band teach
us about finding customers?

60. ARCADE FIRE
THE WILDERNESS DOWNTOWN

61. Lesson
Your customers can find you
new customers

62. 9
Integrating with
the brand effort

64. OLD SPICE
THE MAN YOUR MAN CAN SMELL LIKE

67. SESAME STREET
SMELL LIKE A MONSTER

68. Lesson
Budget for more, more, more.
Plan for speed, speed, speed.

69. And the most important
lesson from America:

70. 10
Never get between a crowd
and cocktails

71. Twitter: @matzucker