This is the deck for a masterclass I gave at ADMA Global Forum 2013, in Sydney, Australia. As my keynote was centered around technology and creative collaboration, the masterclass involved exercises meant to spark conversation: how can ideas be more "digital"? How can an agency's structure change to encourage digital ideas? (ADMA Global Forum, August 8th 2013)

1. EFFECTIVE CREATIVITY
Integrating creative, insight, and technology.
HUSANI S. OAKLEY
WIEDEN + KENNEDY NY
7 AUG 2013

2. Today’s agenda:
9:00am - 9:30am:
Welcome and
introductions.
9:30am - 11:00am:
Creative exercise.
! (11:00am - 11:30am)
11:30am - 1:00pm:
Concept review.
2:00pm - 3:00pm:
!
Creative +
technology.
!
3:00pm - 4:00pm:
Find the big idea.
Enhance with
technology.
"
(1:00pm - 2:00pm)
Q&A

3. who am i?

4. who is w+k?

6. who are you?

7. A creative exercise.
Next year, OutdoorWorld is launching a completely redesigned website, with
modern features inspired by amazon.com and other leaders:
!
!
• Collaborative filtering (“People who like this product also like...”)
• Product ratings and reviews
• Real-time product availability
Along with an increased social media presence, they want this new site to allow
them to reach a broader market and younger consumer. The new site is being
built by an internal team.

8. A creative exercise.
OutdoorWorld’s marketing budget for this initiative is large. They want ideas of all
types for a relaunch campaign - digital, tv, and OOH.
INSIGHT: OutdoorWorld’s research and experience with customers has shown
them that outdoor gear consumers value history -- and the product expertise
that comes with that history -- more than price.
INSIGHT: 30% of existing website traffic comes from mobile devices. Most
traffic (mobile and desktop) is direct, with 1/3rd from organic search.

9. A creative exercise.
Your task, should you choose to accept it, is as follows:
!
1.Break into teams of two.
2.Come up with a high-level idea -- a story -- that OutdoorWorld can communicate to potential consumers.
3.Riffing off that idea, come up with as many executions as possible. Integrated
ideas are better, but separate digital / tv / OOH ideas are ok.

10. idea review

11. !

12. concept review
what is the big idea?
how can each execution be
enhanced with technology?

13. "

14. creative + technology
how do you integrate?
has it been successful?

15. some ideas...

16. #
Have a hackathon.
creatives and
technologists
!
a brief
!
24 hours

17. #
Keep track of what’s happening.
find great work
write about it
!
share

18. #
Conferences are much more than
funny acronyms.
!
EYEO
!
XOXO
!
SXSW

19. #
Always be coding. Ship,
ship, ship.

20. q&a

21. thanks!