The document discusses moving away from optimizing traditional media placements and focusing on building stories and campaigns that intrigue audiences and get them talking. It emphasizes designing plans to hijack trends and leverage social tensions to produce earned media and make audiences entertained, intrigued and curious about the brand. The goal is to have clients be surprised by non-traditional campaigns that generate unexpected results and recognition.

1. The story our stories

2. ( … )
should you be expecting
the magic solution today,
this might not be it 

3. But here are a few moments
from our journey

4. we acknowledged that
things have changed.

5. good news for the media people
their architect role
just became clearer…

6. it was no longer about the excel
guys optimizing placement
for 2,364 TV spots/week

7. but about building stories
that work

8. understand
brand values vs.
category occasions
exploit the
social tensions
dramatize,
instigate

10. and we got even bolder
.

12. we realized we have to go for
CAMPAIGNS
PEOPLE WANT
TO TALK
ABOUT.

13. MAKE SURE THAT
OUR AUDIENCES ARE
ENTERTAINED,
INTRIGUED,
CURIOUS.

14. so our campaigns didn’t look at
optimizing GRPs and impressions
first…

15. …but searched for opportunities
to make people chase the brand

17. … made teens connect to the
brand at a higher level

19. … trolled trending topics

21. … and hijacked big names when
having little money

23. Most importantly, made our
stories produce earned media

25. Just remember

26. We are not fancy painters, we are architects. We need to
design a plan, this is probably what most clients are
expecting from us. If they are not, let’s surprise them!
And it is increasingly our role to make sure that our
audiences are entertained, intrigued, curious

27. SPECIAL
THANKS
to our cool shiny CLIENTS who took steps into the unknown to bring back unexpected results and
recognition; our McCann creative colleagues, lead by Botzi, for involving us early in discovering new
grounds of results oriented creativity; our indulgent MEDIA PARTNERS for allowing us to break some
of the rules in our quest for buzz and response, our PR team, for helping us harvest the recognition
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