The briefing document to our two week Create Meaning program in cooperation with the Miami Ad School.
All results will be published on createmeaning.com
Feel free to follow-up Q&A on twitter @createmeaning.com or our blog.
How to kill a creative process : An Advertising guide on managing creativity Maurice C. Ugwonoh
With the snap-like emergence of mobile technology and social media proliferation, advertising practitioners and marketers alike are experienceing a compression of the traditional approach to managing creativity.
This short guide reappraises the effective and effecient processes to creativity in the age of Mobile.
From Good to Great: Smart strategies for successful creative campaignsShannon Flowerday
What makes a campaign really great—even remarkable—and what it takes to get there. A look at some successful campaigns across all mediums, discuss what we can learn from them, and then review the creative process to get there.
An insider's view of creative agency - principles, agency roles, big ideas, brainstorming, beliefs.
Part of Saatchi Circle - online advertising academy - http://in.thecamp.me/camp/Saatchi-Circle/4Z2SvK0B/campcollections
* ad agency self-promos are used in the presentation
Every marketer and adverting agency have one great creative idea. This presentation highlights the creativity and execution of great Integrated Marketing Communications campaigns. The execution of great ideas is a collaboration between client and adverting agency.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
The importance of creative strategy in online advertisingITDogadjaji.com
Prezentacija "The importance of creative strategy in online advertising" koju je Toni Došen održao na ABC Seminaru o Internet oglašavanju 8. aprila 2010. godine u Beogradu.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Workshop for a non-profit organization, interested in improving collaboration skills to campaign successfully together with a creative agency.
Intention
● The intention is to improve the partnership skills of NGO staff, who work - or would like to work - in collaboration with external creative agencies on campaigns.
● The session lead, who has experience both from the client-side at Greenpeace and from working for 3 agencies, gives insights on mutual concerns and addressing them.
● Attendees exchange valuable know-how on how to successfully collaborate with a creative agency, from an adequate agency briefing documents and productive meetings with well-organized decision-making, to sufficient budgeting and agreeable timelines.
Desired Outcome
● Attendees have learned how to efficiently harness the creative power of an external agency - what’s expected from them as a client, and what they can expect from an agency.
● Attendees receive a copy of the Clients Checklist created in the workshop, which they may use as a memory aid to ease their future collaboration with creative agencies.
Presentation & Workshop by Veera Juvonen https://www.slideshare.net/veerajuvonen
This week we attended the CharityComms Communications on a Shoestring conference, giving some practical advice on how charities can best tackle their communications challenges on a tight budget.
Our workshop centred on the branding process – guiding people from the development of a strong brand proposition to the creation of a ‘big idea’ that brings it all to life. And we also explored brand personality, taking a look at some key brand role models to uncover the importance of a distinct identity that engages with the world in an interesting way.
The CharityComms event resonated really well with our core values at Neo – to help some of the world’s smallest, but best voices become some of its most powerful ones. As Nick, our Managing Director explains, “Neo is all about amplifying the voices of those organisations who are doing something good and interesting in the world. That’s why we believe workshops like these are so important – helping charities who might not have the budget to clearly articulate their offer, and breathe some life into their brand.”
We really enjoyed the running the workshop, and would like to thank all those who joined us.
How to kill a creative process : An Advertising guide on managing creativity Maurice C. Ugwonoh
With the snap-like emergence of mobile technology and social media proliferation, advertising practitioners and marketers alike are experienceing a compression of the traditional approach to managing creativity.
This short guide reappraises the effective and effecient processes to creativity in the age of Mobile.
From Good to Great: Smart strategies for successful creative campaignsShannon Flowerday
What makes a campaign really great—even remarkable—and what it takes to get there. A look at some successful campaigns across all mediums, discuss what we can learn from them, and then review the creative process to get there.
An insider's view of creative agency - principles, agency roles, big ideas, brainstorming, beliefs.
Part of Saatchi Circle - online advertising academy - http://in.thecamp.me/camp/Saatchi-Circle/4Z2SvK0B/campcollections
* ad agency self-promos are used in the presentation
Every marketer and adverting agency have one great creative idea. This presentation highlights the creativity and execution of great Integrated Marketing Communications campaigns. The execution of great ideas is a collaboration between client and adverting agency.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
The importance of creative strategy in online advertisingITDogadjaji.com
Prezentacija "The importance of creative strategy in online advertising" koju je Toni Došen održao na ABC Seminaru o Internet oglašavanju 8. aprila 2010. godine u Beogradu.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Workshop for a non-profit organization, interested in improving collaboration skills to campaign successfully together with a creative agency.
Intention
● The intention is to improve the partnership skills of NGO staff, who work - or would like to work - in collaboration with external creative agencies on campaigns.
● The session lead, who has experience both from the client-side at Greenpeace and from working for 3 agencies, gives insights on mutual concerns and addressing them.
● Attendees exchange valuable know-how on how to successfully collaborate with a creative agency, from an adequate agency briefing documents and productive meetings with well-organized decision-making, to sufficient budgeting and agreeable timelines.
Desired Outcome
● Attendees have learned how to efficiently harness the creative power of an external agency - what’s expected from them as a client, and what they can expect from an agency.
● Attendees receive a copy of the Clients Checklist created in the workshop, which they may use as a memory aid to ease their future collaboration with creative agencies.
Presentation & Workshop by Veera Juvonen https://www.slideshare.net/veerajuvonen
This week we attended the CharityComms Communications on a Shoestring conference, giving some practical advice on how charities can best tackle their communications challenges on a tight budget.
Our workshop centred on the branding process – guiding people from the development of a strong brand proposition to the creation of a ‘big idea’ that brings it all to life. And we also explored brand personality, taking a look at some key brand role models to uncover the importance of a distinct identity that engages with the world in an interesting way.
The CharityComms event resonated really well with our core values at Neo – to help some of the world’s smallest, but best voices become some of its most powerful ones. As Nick, our Managing Director explains, “Neo is all about amplifying the voices of those organisations who are doing something good and interesting in the world. That’s why we believe workshops like these are so important – helping charities who might not have the budget to clearly articulate their offer, and breathe some life into their brand.”
We really enjoyed the running the workshop, and would like to thank all those who joined us.
Elizabeth Quintanilla, Marketing Gunslinger, gave this presentation: "Social Media Marketing what business owners should know .." to business owners considering social media as part of their Marketing Mix.
Presentation includes a discusion of social media monitoring tools, 101 ways to measure Social Media Return on Investment (ROI), the ABC's of Social Media, and more!
Setting Course: Design Research to Experience RoadmapJason Ulaszek
Presented by Jason Ulaszek and Brian Winters at Interactions '13 on January 28th, 2013.
Have you ever been enlisted by your company or client to create a consumer “vision” for the evolution of their product or service? As design-thinking principles and activities continue to become centerstage in transforming business models, creating new products and services to meet consumer and market demand, we'll be counted on to leverage our skill to help inform business direction.
So, how do you do it?
Design research is critical. Creating foundational, living documentation about the needs, beliefs and behaviors of your customer is of the utmost importance. And, being able to identify needs, opportunities and the future direction for the business, based on both sound process and analytical thought, will be your keys to short and long-term success.
In this session you'll learn how to turn design research activities into a mental model, identify potential new business opportunities and derive business and experience direction from your newly found consumer insight. And, you'll look like a freakin' rockstar in your company doing it.
Weekend Web Workshop
Simple, visual, interactive and fun user experience workshops to help you get digital.
What your get in this workshop:
- What is User Driven Design?
How to incorporate Brand Strategy into User Experience
How to Prioritize Website Features
How to Create Site Maps and Wireframes
Why should I attend?
- If you are looking to get a job in the digital space
- If you are a start up looking to “get it right”
- If you are looking to advance your career
- If you are a print designer and are curios what “the fuss is all about”
For more information and a schedule of the two days please visit:
Groopskool.net or contact us at skool@thegroop.net
PR 101 - Communications for Startups and EntrepreneursLars Voedisch
1) How to tell your story and why anybody should actually listen
2) Knowing your audiences is everything
3) Social media isn't the holy grail - are you sure you wanna go viral
I gave this presentation at the International Programs Office of the City of Austin on Feb 24, 2012. It combines several previous presentations and Thank you to the CIty of Austin for t
Gain relevant insights from Fallon attendees of the Mashable Media Summit 2010 about Creating and Choreographing Engaging Content in the Modern Age, enjoy a lunch of mashed potatoes and food for thought.
Presenters: Chris Campbell, Erin Simle, Marty Wetherall, and Julianna Simon with Aki Spicer as Moderator.
*Brainfood is Fallon agency food for thought that stimulates lively discussion and provides valuable insights and applications for you and your clients.
Previous Brainfoods: http://www.slideshare.net/group/we-are-fallon
This is our Design to Client Process
& our award winning Portfolio e-book.
CREATIVE ENERGY INC. helps our clients
identify, develop and communicate
the unique value of your company, products and services.
VISIT US at: www.creativeenergydesign.weebly.com
The presentation explains what is design thinking, what ways an entrepreneur could use design thinking to solve problems or validate their ideas. The presentation also includes a brief overview of attributes of design thinking, methods and the six stages of design thinking process.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Empowering NextGen Mobility via Large Action Model Infrastructure (LAMI): pav...
Old School vs. New School Brief
1. www.createmeaning.com @createmeaning
RETHINK ADVERTISING
CREATE IDEAS THAT CHALLENGE THE STATUS QUO
2. INTRODUCTION:
Sure, youʻre still young and just about to learn this profession. You may not fill the pages
of advertising annuals. And you have only little experience when it comes to working in
advertsing agencies and what it really means to handle big accounts.
But, you do know how to create ideas. You know how to use the web and new
technologies. Plus you have a special gift. Something that is desperately needed
in this industry: A fresh new perspective on everything!
„We canʻt solve problems using the same kind of thinking when we created them.“
This is a famous quote of Albert Einstein and it is at the core of this project. We believe
that it is time to rethink and redevine how advertising works in the 21th century.
Be part of a creative movement and help to transform an industry for the better.
VIVA LA REVOLUTION!
6. Transform OlD SCHOOL into NEW SCHOOL
OLD SCHOOL vs. NEW SCHOOL
The Process:
1) Pick a „old school“ campaign
2) Identify the problem
3) Create a new solution to it
Print ad for running shoes NIKE plus
Pick an „old school“ ad-campaign thatʻs currently running in the
US and transform it into something new. Your challenge is to
create a better and more meaningful solution to the same
problem the original campaing is trying to solve.
* the example of an old ad vs. nike plus is a little exaggerated to make the point
7. THE PROJECT MASTERPLAN
STEP ONE STEP TWO STEP THREE
Pick a campaign Research and Develop a proper
to transform identify potential strategy
HOMEWORK:
• Research all background- • Use your newly learned research • Consolidate your findings into a
methods to digg deeper and identify compelling strategy.
information about the campaign.
real customer or market insights.
(Media used / Target audience / • Use it as a guideline throughout
the brand & company etc.) the entire project.
• Put your findings into a short
presentation (max. 5 slides)
8. THE PROJECT MASTERPLAN
STEP FOUR STEP FIVE STEP SIX
Create Meaning Execution Pitch your idea
• Instead of an ordinary advertising • Execute your idea together. Reach • Craft your ideas into a pitch
campaign your challenge is to out for help and advice from fellow presentation. We will upload all
create something meaningful. students and experts from different results to slideshare.
disciplines (i.e. programmer)
An Idea that helps the brand to • Write a blogpost about your concept
and publish it on createmeaning.com
succeed and ads substantial value • Use all the possibilities out there
to peopleʻs lifes. from digital, mobile to classical
media - everything is allowed.
• Spread the word!
10. APPLY A PEOPLE CENTRIC MINDSET
• Start with the user
in mind
• Digg for insights
• Find out what really
matters to them
We can no longer buy attention, so understand what people
are interested in and work backwards from there. !
inspired by Gareth Kay
11. USE POST-DIGITAL STRATEGY:
OLD: NEW:
Messages Conversations
Static Dynamic
Saying Doing
Look & Feel Experience
Posing Authenticity
Simplicity Complexity
Touch Points Engagements
Audience Community
Transactions Relationships
Itʻs what we do, not what we say, that matters. So focus on
doing things for people instead of just saying things at them. !
inspired by Gareth Kay
12. EXPLORE NEW DIGITAL POSSIBILITIES
• Social Media
• Mobile / Apps
Technology
6
•
• Digital Media
• Games
Think digital first. Explore new ways to engage, inspire and
connect people and brands using the possibilities the internet
and new technologies have to offer.
!
13. TRY NEW WAYS TO WORK
•
1) Understand what people are interested in Collaborate and
and work backwards from there
share your ideas
2) Create don´t fill media space
• Apply Design Thinking
3)
• Appriciate everyone‘s
perspective
• Think like a Start-Up
The rules of advertising have changed. So why stick to the
old way of doing things? Try something new, get inspired by
different sectors and define your own creative process.
!
15. DELIVERY
Pitch Presentation Blog Post
• Put together a presentation that contains all important • Tell the world about your concept and the process of
informations. From your insights and strategy to the ideas creating it. Share your key learnings about what worked
and the final execution. and what didnʻt.
• And last but not least, outline your vision for the future
of advertising.
17. CREATE MEANING ASSESSMENT CRITERIA
• Does the idea create positive
momentum for the brand
• Does it connect the brand
to its customers and foster
a long lasting relationship
• Is the idea really relevant /
does it serve an unmet need
We donʻt focus on glossy execution or creative headlines.
Weʻre looking for new ideas that challenge the status quo and
redefine the category. So don´t create adʻs, create meaning.
!
21. ABOUT CREATE MEANING
CreateMeaning is an open initiative to rethink and actively redefine the role
of the creative industry in today´s business world.
Our goal is to connect like minded people from various backgrounds and start
a discussion about how we can do things differently. By sharing knowledge and
prototyping new ideas we want to explore innovative models to challenge the
status quo.
Want to get involved?
CreateMeaning is open to everybody. No matter if your a designer, writer,
planner, photographer or any other kind of creative thinker. And there are plenty
ways to contribute: from giving feedback to writing a blog post, or simply by
helping to spread the word. We are looking forward to collaborate and to change
the world with you!
Feel free to get in touch. Just send an Email to: hello@createmeaning.com
or visit our blog: www.createmeaning.com