European Planning Conference Prague 2014, Robert Dysell Acne Stockholm, R&D in advertising - why every agency needs a trojan horse
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European Planning Conference Prague 2014, Robert Dysell Acne Stockholm, R&D in advertising - why every agency needs a trojan horse
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European Planning Conference Prague 2014, Robert Dysell Acne Stockholm, R&D in advertising - why every agency needs a trojan horse
- 1. R&D IN ADVERTISING WHY EVERY AGENCY NEEDS A TROJAN HORSE Robert Dysell ACNE Advertising & R&D PlannerFed. Sanity Guts Common sense Bad ideas
- 4. UTOPIA?
- 8. Planner Fed. Moodboard Worker Whizzkid Obekväm Humanist Förändring Forskning
- 11. COMMERCIAL CREATIVITY FOR COMPANIES THAT CAN’T AFFORD TO MARKET THEMSELVES BY LOWERING THEIR PRICES
- 12. THERE WERE TOO FEW PLANNER SUPERSTARS?
- 13. THE OFFER PLANNING AGENCY AD AGENCIES Cost reduction Risk reduction Assurance Growth ? Intangible value
- 14. THE OFFER PLANNING AGENCY AD AGENCIES Cost reduction Risk reduction Assurance Direction Growth Intangible value Smart enough direction Speeding up actionability Strategic creativity Growth & Margin
- 15. gyro: and DGA
- 17. Skillnaden som gör skillnaden
- 18. IDEA PILOT
- 19. B2B B2C IN 6 MONTHS
- 20. MORE BLUE PRINTS TO A NEW KIND OF AGENCY
- 21. DESIGN AGENCY DESIGNING DEFINITIONS DESIGNING BRAND ASSETS DESIGNING REALITIES
- 22. PAUL BLOOM ON EXISTENTIALISM
- 23. WHAT COLOR IS THE LOGO? Coca Cola Lacoste Spotify Starbucks Nike Facebook
- 24. WHAT COLOR IS THE LOGO
- 26. DESIGN AGENCY = THE BRAND ASSET AGENCY
- 27. SOFT INNOVATION DESIGN AGENCY DESIGNING DEFINITIONS DESIGNING SOLUTIONS DIGITAL DEVELOPMENT DESIGNING REALITY ADVERTISING HARD INNOVATION GUERILLA/ EVENT PR GUERILLA/ EVENT
- 30. 4th issue Spring—07 US $ 7.99 UK £ 2.60 EURO 7 "$/&113 CLICK ON IMAGE TO GO TO SITE
- 31. New York Paris Sydney Stockholm x4 Hamburg Los Angeles (dec) Berlin Seoul Tokyo London Copenhagen Amsterdam CLICK ON IMAGE TO GO TO SITE
- 32. Acne Paper. Bi-annual magazine.
- 33. Toys products for children CLICK ON IMAGE TO GO TO SITE
- 34. ACNE FILM TV Feature films, documentaries, tv-programs CLICK ON IMAGE TO GO TO SITE
- 35. Games for iOS, Android and web. CLICK ON IMAGE TO GO TO SITE
- 36. MISCELLANEOUS
- 42. Sofia Coppola Jack White Karl Lagerfeld Lady Gaga Pharrel Williams
- 43. Tate Modern, London MoMa, New York Guggenheim, New York Whitney, New York Centre Pompidou, Paris Reine Sofia, Madrid Stedelijk, Amsterdam Museum Ludwig, Cologne LA MOCA, Los Angeles List in formation
- 44. PingTronic
- 50. AbBbCcDdEeFfGgHhJj 123456789 PING! colours PANTONE Blue 072 CMYK C=62/M=100/Y=0/K=41 RGB R=56/G=0/B=150 PING! brand logotype symbol With and without caption PING! brand symbol seal Applied on ball application symbol. STIGA ACNE RD DEVELOPED BY STIGA ACNE RD PING!平® DEVELOPED BY Ping!OS Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce turpis leo, auctor quis erat ut, accumsan sodales nisi. Duis pellen-tesque laoreet turpis, a sollicitudin neque. Proin aliquam id urna aliquam semper. Fusce nulla purus, placerat eu vestibulum id, conval-lis sed lorem. Phasellus vehicula, metus vitae mollis dignissim, dui neque rutrum eros, tristique interdum sapien odio ut quam. Proin nec laoreet sapien. Maecenas urna felis, pellentesque vitae placerat fringilla, congue quis magna. Ut sollicitudin ac nulla in fringilla. Quisque sed suscipit turpis. Curabitur tincid-unt ipsum quis semper aliquam. Etiam sit amet porta dolor. Vivamus fermentum sed quam at rhoncus. Aliquam at volutpat massa. Sed iaculis eu lacus ac eleifend. Morbi eget sollicitudin dui. Mauris sollicitudin lorem a nisi ultricies pulvinar. PING! typeface Vitesse Sans Book, (example with 72 pt and 11 pt/13 pt) Play Plug PING!平® DEVELOPED BY STIGA ACNE RD DEVELOPED BY STIGA ACNE RD DEVELOPED BY STIGA ACNE RD PING! Logotype in sentence case PING!平 DEVELOPED BY STIGA ACNE RD WELCOME TO PING!平
- 54. ACNE RD PARTNER
- 55. Idea Learn Think Create Implement
- 56. AD BRIEF ACNE SEMANTICS RD BRIEF ADS SOLUTIONS
- 57. ACNE DR - BETA RD DR IDÈ Learn Think Create Implement IDEAS HYPOTHESIS PROTOTYPE TEST OBSERVATION ADJUSTMENT RESEARCH STRATEGY LAUNCH
- 58. CONCLUSIONS
- 59. Example from a Swedish Action Marketing Agency Trojan offer Yes Gained new business Yes Ship great work Not really Attract the best people No
- 60. PITCH EQUATION SAFETY EXCITMENT THE PLANNER’S SPHERE THE CREATORS SPHERE
- 61. YOU CAN’T SELL SOMETHING THE CLIENT DOES NOT WANT TO BUY
- 62. – BUY MY STRATEGIC ADVICES FROM THE SAME COMPANY THAT MAKES OUR LOGO DESIGN… WHY?
- 63. – BUY MY PRODUCT DEVELOPMENT FROM AN AD AGENCY, WHY?
- 64. MARKET YOUR AGENCY THROUGH RD AGENCY WE DO: CREATIVE WORK STRATEGIC WORK INNOVATIONS
- 65. Is a trojan offer Yes Gains new business Yes Ships great work Of course Attracts the best people Yes Attract different kind of people Depends Strengthen client relationship Yes Change the semantics of what we do Pretty much the whole point [AGENCY NAME] RD RESEARCH DEVELOPMENT