The New Native: Presentation at the Golden Drum Festival, Slovenia

I’M HERE TO TALK ABOUT
NATIVE ADVERTISING

BUT I AM ALSO HERE TO TALK ABOUT
EMPATHY

EMPATHY FOR PEOPLE WHO 
READ, CONSUME AND PROCESS 
WHAT WE — AS CREATIVES MAKE.

THERE’S A LOT OF TALK ABOUT THE FUTURE OF
MEDIA AND ADVERTISING

EMPATHY. CRAFT. 
RUTHLESS EDITING.

1. MEDIA AGENCIES ARE STILL BEING 
SILOED FROM CREATIVE

2. ATTENTION SPANS 
ARE FRAGMENTED

3. THE MODERN 
MARKETING STACK EVOLVES
QUICKLY

ALL IS CHANGING & WE CAN MAKE CHANGE
FOR THE BETTER

ALL OF THIS IS AN 
OPPORTUNITY

FIRST, THE ELEPHANT IN THE
ROOM.

AD BLOCKERS ARE THE
TOPIC DU JOUR

35% OF INTERNET USERS IN SOME COUNTRIES
ARE USING THEM

APPLE’S ANNOUNCEMENTS WILL CONTINUE TO BE
A CATALYST FOR CHANGE

THIS CAN BE A POSITIVE F0R 
CONTENT + CREATIVITY

BLOCKERS HAVE HUGE IMPLICATIONS
FOR PUBLISHERS

AND MEDIA AGENCIES THAT
ARE STILL “LONG” ON DISPLAY

STEP BACK AND THINK FOR A MINUTE ABOUT
WHAT WE ARE MAKING

WHAT IS OUR CONTENT
BRINGING TO THE TABLE?

11
IS IT
ADDITIVE?
OR INTERRUPTIVE?

ARE OUR IDEAS
HARMONIOUS WITH THEIR
ENVIRONMENTS?

WILL PEOPLE  
LOVE AND SHARE?

WHAT DO WE COMPETE WITH WHEN WE
PULL TO REFRESH?

28
WE EXIST TO INNOVATE & LEVERAGE TECH 
TO GROW BRANDS’ SHARE 
OF THE FUTURE

SUBSERVIENT
CHICKEN PDF HERE
3
IT STARTED WITH THAT WEIRD CHICKEN

MONOCLE
DOES NATIVE
WELL. WHY?
12
IT CONTINUES WITH SCI-FI RETAIL
EXPLORATIONS FOR SAMSUNG

BRANDED STORIES THAT
CREATE CULTURE
14
FOR GE

WHERE WE WORK
IS PRETTY AMAZING

LET’S TALK ABOUT MEDIA EXPERIENCE
(AND EMPATHY FOR OUR AUDIENCE)

UX PRACTITIONERS WORK DEEPLY
TO CONSIDER THE END USER

MEDIA + DISTRIBUTION
NEEDS TO DO THE SAME

THE MODERN BRAND IS 
THE AGGREGATION 
OF COUNTLESS EXPERIENCES

HOW DO WE WANT PEOPLE
TO INTERACT WITH OUR MEDIA?

LET’S CREATE THINGS
PEOPLE DON’T WANT TO BLOCK

1/IT TAKES TIME AND EFFORT TO BUILD AND CREATE CONTENT THAT FEELS
HARMONIOUS TO ITS ENVIRONMENT. DON’T BLINDLY PORT THINGS EVERYWHERE.

2/FINESSE IS REQUIRED TO MIX A BRAND MESSAGE WITH SOMETHING INTERESTING

3/YOUR AUDIENCE IS VERY SMART. DON’T DUPE THEM.

2. CRAFT
(APPLIED TO BOTH CREATIVE
AND DISTRIBUTION)

SOME GE WORK:HOW GE + THE BARBARIAN GROUP COLLABORATE ON
CONTENT & DISTRIBUTION
COLIN NAGY @CJN

SOME GE WORK:COLLABORATING FOR
MORE THAN 5 YEARS

IS THE SPIRIT OF SALTY,  
CYNICAL EDITORS
VISUALIZING COMPLEXITY

CYNICAL EDITORS

CYNICAL EDITORS
DEMONSTRATING THE POWER OF IMAGING
TECHNOLOGY

CYNICAL EDITORSMAKING REGENERATIVE BRAKING TANGIBLE

CYNICAL EDITORSTEACHING THROUGH GAMES

CYNICAL EDITORSAPPEALING TO GEEKS

CYNICAL EDITORSMAKING LOGISTICS SEXY

CYNICAL EDITORSWINNIPEG SHOTS

CYNICAL EDITORS
One more hyper cinematic shot would
be great

CYNICAL EDITORS
GE
DROP SCIENCE

CYNICAL EDITORS
WHY IS GE
INTERESTED IN SOUND?

CYNICAL EDITORS
THIS TRACK WAS MADE FROM THOUSANDS OF AUDIO EMISSIONS CAPTURED FROM
THE WORLD'S MOST POWERFUL MACHINES

CYNICAL EDITORS
WE MADE A TRACK AND A PIECE OF FILM,
SO WHAT?

CYNICAL EDITORS
WE DECIDED TO BE JUST AS CREATIVE
WITH THE DISTRIBUTION

CYNICAL EDITORS
WHZGUD2
DANCE EXTENSION

CYNICAL EDITORS
WHAT WE LEARNED
AFTER MAKING A TON OF CONTENT

SOME GE WORK:FORCE YOURSELF TO USE
LESS EXPLORED MEDIUMS
GOOD STORIES TAKE TIME TO EXCAVATE
DON’T ALWAYS GO FOR THE OBVIOUS ONES

SOME GE WORK:FORCE YOURSELF TO USE
LESS EXPLORED MEDIUMS

COUPLED WITH CREATIVE 
FINESSE AND NUANCEKNOW YOUR AUDIENCES AND
HAVE ASSETS FOR EACH

FINESSE AND NUANCEMODERN CONTENT MARKETING CAN BECOME CHAOTIC
DON’T LOSE SIGHT OF THE BRAND NARRATIVE

FINESSE AND NUANCEOVER-INVEST
IN SMALL DETAILS

FINESSE AND NUANCETHE INTERNET REWARDS
HARD WORK & ORIGINALITY

THE MOST UNDERVALUED THING
IN BRANDED CONTENT TODAY

IS THE SPIRIT OF
SALTY, CYNICAL EDITORS

THEY PROTECT US FROM
MEDIOCRITY

GREAT WORK COMES FROM 
A DEEP UNDERSTANDING 
OF THE PLATFORM

COUPLED WITH CREATIVE
FINESSE AND NUANCE

MONOCLE DOES 
NATIVE WELL.
WHY?
112

THERE’S TOO MUCH 
DIGITAL MELBA TOAST 
THESE DAYS

AND NATIVE SHOULD NOT
BE A SCALE PLAY

SOME LIGHTHOUSES
FOR THE INDUSTRY

ORANGE IS THE NEW BLACK
NEW YORK TIMES +

SB NATION +
NIKE: FIRST AND LONG

KIND +
GIMLET MEDIA MYSTERY SHOW

REMEMBER:
EMPATHY. CRAFT. 
RUTHLESS EDITING.

THANK YOU FOR YOUR TIME.
CJN@BARBARIANGROUP.COM OR @CJN

The New Native: Presentation at the Golden Drum Festival, Slovenia

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