Cannes 2013 Presentation
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This document discusses applying lessons from tech startups to creative processes. It advocates for more agile and equitable approaches. Specifically, it argues agencies should move from closed, hierarchical models to open networks that empower diverse contributors. Rather than focusing first on budgets, agencies should prioritize big ideas and monetizing engagement. This helps incentivize invention over billable hours and rewards. The goal is combining production-ready creativity with earned engagement for a sustainable "license to make more stuff."
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Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
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- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
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Cannes 2013 Presentation
- 1. Utility, Agility, Equity Applying Learnings from Tech Startups to the Creative Process Thursday, June 6, 13
- 2. The Good News Content Marketing EMOTIONAL CONNECTION Technology Thursday, June 6, 13
- 3. Agencies exist to solve creative problems. Thursday, June 6, 13
- 5. Make MORE of less. Thursday, June 6, 13
- 6. Agency Perfect, release Tech startup Release, perfect Thursday, June 6, 13
- 7. Titanium Lion “If I have 100 million to spend on ads each year: I’m spending 30 million on Premium Super Bowl, Olympics, etc. 4 The next 30 million gets me traditional TV ads. 3 2 The last 30 million gets me 1000 digital media ads and content, whose budgets are 20 to 30k. 1 I went to the AICP to emphasize the screaming need for digital vendors and they just looked at me like I was nuts. YouTube videos Thursday, June 6, 13 — Head Production Manager at P+G
- 8. Agency Content created in hierarchical, closed environment Tech startup Content created in free and open networks Thursday, June 6, 13
- 9. Traditional Hollywood model (vertically integrated) STUDIO New Hollywood model (open, decentralized marketplace) ACTORS MARKET PLACE Thursday, June 6, 13 DIRECTORS AGENT STUDIOS WRITERS PRODUCERS
- 10. TRADITIONAL AGENCY MODEL Highly-guarded network overseen by agency AGENCY NEW AGENCY MODEL Directors Decentralized marketplace Bloggers Event planners MARKET PLACE Thursday, June 6, 13 Designers CREATIVE PRODUCER Developers Illustrators Copywriters Editors Technologists Producers
- 11. Agency Creative director Tech startup Product manager Thursday, June 6, 13
- 12. v Agency Creative director: sexy Tech startup Product manager: unsexy Thursday, June 6, 13
- 13. Introducing the CREATIVE PRODUCER Thursday, June 6, 13
- 14. UTILITY Thursday, June 6, 13
- 15. Agency Services a client’s opportunity/need in the marketplace Tech startup Services an opportunity/need in the marketplace at large Thursday, June 6, 13
- 16. Agency Buy eyeballs Tech startup Earn eyeballs Thursday, June 6, 13
- 17. EQUITY Thursday, June 6, 13
- 18. Agency Start with a budget, then seek the big idea Tech startup Begin with the big idea, then seek to monetize Thursday, June 6, 13
- 19. Billable hours and retainers are the enemy of invention. They incentivize all the wrong things. So do award shows. (Sorry.) Thursday, June 6, 13
- 20. Billable hours and retainers are the enemy of invention They incentivize all the wrong things So do award shows (Sorry) Thursday, June 6, 13
- 21. The End of the Big Idea? Thursday, June 6, 13
- 22. Production-able Creative Dept + Earned Engagement + Smart Risk/Reward Ratio = Thursday, June 6, 13 License to make more stuff!