Harnessing technology to create new words Gaston Legorburu,Digiday Agency Summit, October 2016
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Gaston Legorburu presentation at DAS October 2016
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Harnessing technology to create new words Gaston Legorburu,Digiday Agency Summit, October 2016
- 1. Harnessing Technology TO CREATE New Worlds THE ART OF STORYSCAPING TM
- 3. WE LEVERAGE STORIES to change perceptions & drive behavior As marketers,
- 4. THE MOST MEMORABL E stories come from our own experiences Yet Often Overlook the Simple Fact,
- 5. 5 GROW THEIR BUSINESS. We create value by helping our clients PART OF PEOPLE’S EVERYDAY LIVES. We do this by creatively making their brands OUR WHY OUR HOW
- 6. 6 Social Biological Cultural Economic PROG RESS let’s talk We are at the very beginning of the most transformative revolution ever. We Uber to the airport. We Amazon the soap. We Netflix the show. We Skype the family. We Yelp the restaurant. We even Google the symptoms.
- 7. STORY TOLD to a Shifting from a STORY LIVED
- 9. 9 THREE THINGS#1 Actions Speak Louder Than Words, customers don't care what you say #2 The customer should be the hero of the story, the brand is only a supporting actor #3 Technology is key to shifting this paradigm, and should not be misused as a means to preserve it
Editor's Notes
- Stories are important to what we do - TALK ABOUT “WHAT DO WE DO” - “HOW DO WE CREATE VALUE” “CONNECTING BRANDS AND CUSTOMERS”
- TALK ABOUT MAKING BRANDS PART OF “YOUR” STORY
- We swab with a Q-Tip, throw a Frisbee, cook in a Crock Pot, work with an X-acto, and put Band-Aids our children’s knees. Our creativity was most successful when we were able to drive share of MARKET by making our clients’ brands part of everyday life and when we were lucky enough, part of the language.
- Good afternoon… The story of people and technology can be boiled down to one concept - progress. Exciting? Scary? Both? Like many of you, I’ve been fortunate enough to make my living as a “Creative Something” for most of my life. For me this has always been more about who I am than what I do, but lately Ive started to question what that really means. I recently turned 46.. which has me a bit freaked out. Lot’s on introspection. I used to have a hard time explaining to my parents what i did for a living (they get it now) - just the other day i found myself stumbling to explain it to my 18 year old sons’s friends. Am I old? Out of touch? Shit I always considered myself to be progressive, anti establishment a maverick even. I wear jeans to work, and i get in late. I want to talk to you about progress, about transformation, about staying relevant and ensuring you still create value as a creative. scary, exciting, both? Don’t let the accent fool you. I’m not originally from America, but I might as well be since I grew up on American Television. That said I hope you don't mind me enlisting the help of my friends the Flintstones and the Jetsons to help illustrate one of my points today. Although I have a hard accepting this… I’m a now a middle aged man who has a ton in common with Fred & George. I struggle with work life balance, I have fears and ambitions, and yes sometime my wife drives me to drink. These human elements of their story are essentially the same. The big differences lie in their context and culture. I use this slide with my students.. learn as much as you can about people, and continue to be fascinated with technology and you So all this talk about story and technology can be better understood when you boil it down to the idea of “progress”. scary, exciting, both?