The document discusses the emergence of modern branding through collaboration among marketers, influencers, and creatives, emphasizing the importance of relevant and people-centric brands. It highlights feedback on events that foster real relationships and insightful discussions, along with case studies illustrating successful collaborations like Converse and Sonos. The text also mentions the need for improved practices in influencer marketing and stresses the evolving landscape of brand communication and content creation.

1. 12 + 13 MAY 2016
#brandsocial

2. Born out of
Collaboration

6. We believe that by providing the perfect
environment for idea exchange between
senior marketers, start-ups, influencers
and creatives, great things will happen.

7. 12 +13 MAY 2016
AN OVERVIEW OF LONDON

9. Theme
The Modern Brand

10. That’s Me That Is
Extract

11. 0 0 7
0 0 70 0 70 0 7
EDGING TAPEHANDLE BADGE
W+B - BAT BRANDING
1. 1. 2.
2.
0 0 70 0 7
0 0 7
3.
0 0 7
0 0 7

13. I wanted to change the way people
approach work in my team.
„What do you want to do?“
„Not next year. Today!“
„Build“:
- brand
- results
- relationships
Write down everyday in the morning.
Wallpapers (Screen and iPhone)
Reach of five people.
(Inspired by Dr. Bob Tobin)

16. KRONKIWONGI
16

18. An exclusive interview
looking behind #coinsofhope
goo.gl/xyJErl

23. Speakers

24. Highlights

25. “The Design of Experiences is the
Engineering of Situations as Creative
Platforms for Critical Thinking and
Social Actions”
Nelly Ben Hayoun

28. “When things are quiet or in a dip, I
start to think bigger”
Tristan Eaton

30. “The future will look more like the
past than the present”
Dr Kate Stone

39. Start-ups

43. “A modern brand NEEDS TO BE AS relevant to me as my friends”
PRIVATE INTEREST NETWORKS
FOCUSED ON REAL CONTENT
“I will find out about the modern brand myself”
TAKE ADVANTAGE OF THE FACT
THAT GEN-Z STILL CONGREGATES
“I will find out about a modern brand from those close to me”
ONLY THOSE ON THE TRUST NETWORK
CAN SHARE

44. Round-tables

45. The Modern Brand Equation =
Collaborative + Purpose Driven +
People Centric + Humble + Diverse +
Restless + Delivers ExperiencesCollaborative + Experiential + Creative + Fluidity + Culture

46. “The modern brands are the ones
that reflect and help people feeling
reflected”

47. How do we encourage great
collaborations with influencers?

48. • There needs to be more education about this industry and best
practices
• It would help to see people in the industry you respect having already
done successful campaigns
• Clients like what they already know
• Influencer marketing needs to translate to business terms - ROI
• Needs to be a better way to measure ROI
• Too much jargon - declutter the language
• There is added complexity over standard marketing because it’s a two
way deal - you’re ultimately dealing with another person not a piece of
media
• There’s a level of trust involved which makes it scary for brands as
they don’t really know the influencers
• Regulation isn’t clear enough yet
• Too much focus on one off brand deals instead of long term
relationships between brands and influencers
• Marketing is all about scale and that’s hard to do with influencers
• Make influencer marketing a category in advertising awards shows

49. Feedback

50. “A bit of warm sunshine for any used up
cynical and battered marketer's heart.”
“Excellent, thought provoking,
relevant and wonderfully curated -
great people”
“A great mix of the barking mad
provocation, laugh-out loud presenters
and genuinely inspiring conversation”
“The most refreshing event I've been
to in years. No hint of "conference" or
"networking". Just real relationships
and experiences”
“Very Inspiring. It makes you think,
actually… realy wander what the hell you
have been doing and just change”
“A day to learn from the people
shaping modern culture to understand
how to collaborate with them”

51. AVERAGE FEEDBACK SCORE
8.3

52. THANKS

53. NEXT
Brand Social London
Oct/Nov 2016
Contact jamesk@creativesocial.com
if interested in coming

54. Appendix
About Creative Social

55. Creative Social is a club for creative
and brand leaders who believe
creativity and innovation will deliver
better business and culture

56. EVENTS CONTENT CS LABS TRAINING

57. #1 Amsterdam
#2 Stockholm
#3 Barcelona
#4 New York
#5 London
#6 Berlin
#7 Sao Paolo
#8 Florence
#9 Shanghai
#10 Antwerp
#11 San Francisco
#12 Paris
#13 Amsterdam (+ London Pop-up)
#14 Montreal
#15 Las Vegas
#16 Beirut
#17 Hamburg
#18 London
#19 Tokyo
#20 Helsinki
#21 Seattle
#22 Bucharest
#23 London (CS Fresh)
#24 Los Angeles
#25 Copenhagen

59. Our Super Brand Partners

60. How Brands Can get Involved

61. CS LABS
CULTURE
SAFARI
CS
TRAINING

62. Converse - Hack-a-Chuck
Converse teamed up with Google to launch their new G+ page.
Creative Social worked with them to create an online and
offline buzz around it.
We created a brief - hack a pair of the legendary Chuck Taylor
All Star hi-tops. 21 agencies within our global network
answered, hacking together some of the most
resourceful,innovative and imaginative Chucks ever made.
We displayed the completed Hack-a-chuck’s at the Cannes
Lions international festival and we helped curate and
programme a launch event in London.
The project grew the Converse G+ page to over 1m fans while
the content generated from the hacks gained over 500,000
social actions for the brand. Google view this as the most
successful G+ brand launch of all time and continue to use it as
a best practice case study.

63. Sonos - The Listen Make Play Project
Sonos brought its Studio to New York City for a week-long
residency at Neuehouse to explore the intersection of
music, art and technology.
As part of this residency Creative Social brought together
five of the most talented creative agencies in NYC to
collaborate with Sonos engineers and interpret the music
of Brooklyn based band The Skins by hacking Sonos
hardware and software.
The project culminated in the teams presenting their
prototype projects during a live showcase event to an
audience including The Skins, the Sonos global team,
influential press and bloggers. Each of the agency’s
creative journeys were documented and shared through
the Sonos Studio hub, social and selected press.

64. Converse - Culture Safari
In September 2015 we organised a day and a half of
workshops, activities and business visits in Stockholm for
40 of the Converse European marketing team.
Activities including a Converse Hack a Chuck workshop, a
ride down the Norrstrom and visits to Teenage
Engineering, Dice Games and Absolut’s Creative Space as
well as their brand house (our first collaboration between
super members)
Totally curated, implemented and facilitated by Creative
Social in just over a month.

65. The future of
content
Hands on
Chuck Hack
Exploring early
adopters
Maintaining
relevance
Sustainable
thinking

66. HACKER, MAKER,
TEACHER, THIEF
FROM GOOD
TO GREAT
MUTATION
SESSION
PROTOTYPING
THE FUTURE
DIGITAL
DISRUPTION
DIGITAL
TRENDS

67. Thanks
creativesocial.com
@CreativeSocial