The document discusses where digital magical ideas come from for advertising and proposes that they stem from having the right communication team that combines digital skills, brand knowledge, and storytelling. It suggests including a digital specialist early in the creative process rather than treating digital as an afterthought or gimmick, and building relationships through dialogue about mutual interests rather than just brands.

1. Enda Nasution
Salingsilang.com
Engineer | Copywriter | Blogger
Where’s the Digital Magical Ideas
is coming from?
http://www.flickr.com/photos/bambola_world/2954265552/

2. My Information
• Enda Nasution
– Personal blog: http://enda.goblogmedia.com
– Twitter: http://twitter.com/enda
– Facebook: http://facebook.com/endanasution
– Email: enda@salingsilang.com
• Non practicing Civil Engineer
with 6 year old son
• Copywriter with Ogilvy & Mather Jakarta
• Blogging since 2001, 1st chairman to Pesta Blogger 2007
• Technical Advisor Inmark Digital (2009 – now)
• Managing Director of SalingSilang.com, Indonesian Social
Media Platfom (2011 – now)

3. Examples of Digital Magical Ideas
http://www.flickr.com/photos/vancouverfilmschool/5143625176/

4. How digital ideas can
help advertising?
Extended Channels | Social Play | Something New
http://www.flickr.com/photos/ruthhb/4174727909/

5. But where’s the magic
coming from?
http://www.flickr.com/photos/kaysha/2889635418/

6. Having the right
Communication TEAM
http://www.flickr.com/photos/snenad/2114835636/

7. Advertising
Agency
DIGI Research
TAL? Brand
Team
Activation PR
Digital as last resort?

8. Traditional
Ad Agency PR Firms
(sister comp.)
Social Media
IT Company
Persona
Digital
Agency
Everybody can do it

9. Creative Account Planning
Team Team Team
Account
Art Director Brand Planner
Director
Account
Copywriter Brand Planner
Manager/Exe.
Common Advertising
Agency Team

10. • Marketing Plan
Client Brief • Marketing Direction
• Campaign Planning
Planner • Brand Planning
Brief • Brand Direction
Creative • Creative Process
Brief • Creative Execution
Which stage should we
talk about digital?

11. Is there a place for a digital person?
Social Media Strategist | Digital Specialist
http://www.flickr.com/photos/henteaser/234909155/

12. http://www.flickr.com/photos/dunechaser/253055698/

13. THE PROPOSAL
http://www.flickr.com/photos/drmoores/5381173743/

14. A combination of stuff
Storytelling
Digital Brand
Skill Knowledge
Communi
cation
Strategy
http://www.flickr.com/photos/torley/3813317440/

15. Digital Magical Ideas
starts at the very early beginning
 Don’t treat digital as “gimmick”
 Include a “digital specialist” in the process
 Building relationship through dialog
 Talk about what interests YOU not brands
http://www.flickr.com/photos/tomahawktim/224438860/

16. http://www.flickr.com/photos/will-lion/2597608152/