The document discusses the evolution of creativity from big ideas originating from large agencies to a more collaborative approach. It notes ideas now come from anywhere as creativity has become democratized through technology. The qualities of great creative work are described as speed, cultural values, technology enabling rather than replacing creativity, and brands serving as storytelling platforms. The future of creativity will involve defining it in terms of occasions, audiences, and types of ideas including franchises, campaigns, and moments. Creativity will be content-driven and contextual, moving from top-down, one-size-fits-all approaches to bottom-up customization for local audiences.

1. THE NEXT GENERATION OF
SOCIAL CREATIVITY
25.09.14

2. 2
THE EVOLUTION OF CREATIVITY

3. 3
THE EVOLUTION OF CREATIVITY

4. 4
THE EVOLUTION OF CREATIVITY
WAS

5. 5
CREATIVE AS “THE BIG IDEA”

6. 6
“THE BIG IDEA” CAME FROM A BIG AGENCY

7. 7
IT WAS INSTANCED ACROSS ALL PLATFORMS

8. 8
THE EVOLUTION OF CREATIVITY
IS

9. 9
CREATIVITY IS STILL SEEN AS “THE BIG IDEA”

10. 10
BUT NOW, IT COMES FROM INTER-AGENCY
PLANNING AND COLLABORATION

11. 11
AND IT IS STILL INSTANCED ACROSS ALL PLATFORMS

12. YES
IDEAS CAN (AND DO) COME FROM
ANYWHERE
12

13. 13
IDEAS HAVE BECOME
THE NEW COMMODITY

14. 14
IT’S NO LONGER THE
ACT OF HAVING AN IDEA
THAT DEFINES SUCCESS

15. SUCCESS IS ABOUT THE
REDEFINITION
OF WHAT AN IDEA IS

16. SUCCESS IS ABOUT THE
REDEFINITION
OF WHAT AN IDEA IS

17. 17
THE END OF THE BIG IDEA

18. 18
THE EVOLUTION OF CREATIVITY
GOING TO BE

19. CREATIVITY
AS CONTENT
DRIVEN BY A BRAND PURPOSE / WITH CONTEXT AS EMPEROR
19

20. 20
AN EXPLOSION OF
CREATIVITY
MANY IDEAS / THE MAKER REVOLUTION /
THE DEMOCRATIZATION OF CONTENT

21. 21
3
THERE ARE THINGS TO
UNDERSTAND ABOUT WHERE
CREATIVITY IS GOING

22. 22
THREE THINGS TO CONSIDER
3
HOW TO
EXECUTE
GREAT SOCIAL
CREATIVITY
2
HOW TO
SHIFT
OUR
THINKING
1
HOW WE
DEFINE
GREAT SOCIAL
CREATIVITY

23. 23
THREE THINGS TO CONSIDER ABOUT THE FUTURE OF CREATIVITY
1
DEFINE

24. 24
DEFINE GREAT SOCIAL CREATIVITY
QUALITIES OF GREAT CREATIVE

25. 25
QUALITIES OF GREAT CREATIVE
SPEED
IS THE NEW BLACK

26. 26
SPEED IS THE NEW BLACK

27. 27
QUALITIES OF GREAT CREATIVE
CULTURAL VALUES
ARE THE NEW SPARK

28. 28
CULTURAL VALUES ARE THE NEW SPARK

29. 29
QUALITIES OF GREAT CREATIVE
TECHNOLOGY
FUELS CREATIVITY, BUT DOES NOT REPLACE IT

30. 30
TECHNOLOGY ENABLES CREATIVITY, BUT DOES NOT REPLACE IT

31. 31
QUALITIES OF GREAT CREATIVE
BRANDS ARE STORIES
AND PLATFORMS FOR STORYTELLING

32. 32
BRANDS ARE STORIES, AND PLATFORMS FOR STORYTELLING

33. 33
THREE THINGS TO CONSIDER ABOUT THE FUTURE OF CREATIVITY
2
SHIFT

34. 34
SHIFT OUR THINKING

35. 35
SHIFT HOW WE APPROACH
from
TOP-DOWN
ONE IDEA WITH ADVERTISING
AS THE DRIVER
to
BOTTOM-UP
ADVERTISING AS JUST A CONTENT
TYPE AMONG MANY IDEAS

36. 36
from
ONE AUDIENCE
ONE TARGET
to
MANY AUDIENCES
MANY TARGETS THAT ARE
HYPER-SPECIFIC AND HYPER-LOCAL
SHIFT HOW WE

37. 37
SHIFT HOW WE
from
BIG TO SMALL
to
SMALL TO BIG

38. from
EXECUTIVE CREATIVE
DIRECTOR CURATES
to
COMMUNITY
CURATES
38
SHIFT HOW WE

39. 39
SHIFT HOW WE
from
SOCIAL MEDIA
IDEAS
to
SOCIALLY-CONNECTED
IDEAS

40. 40
SHIFT HOW WE
from
A FOCUS ON
WHAT YOU DO
to
A FOCUS ON
HOW YOU DO IT

41. 41
THREE THINGS TO CONSIDER ABOUT THE FUTURE OF CREATIVITY
3
EXECUTE

42. 42
EXECUTE
CONTENT
PLATFORM
THE MEDIUM FOR SHARING THE IDEA
What should we do for our
Super Bowl spot?
What content can we create in
Facebook?

43. 43
CONTENT PLATFORMS
target
purpose
objective
target
purpose
objective
target
purpose
objective
target
purpose
objective
target
purpose
objective
target
purpose
objective
target
purpose
objective

44. 44
EXECUTE
CONTENT
PLATFORM
THE MEDIUM
What should we do for our
Super Bowl spot?
What content can
Facebook?
CONTENT
TYPE
THE FORMAT IN WHICH THE IDEA COMES TO LIFE
What is our
big video idea?
How can we
best use infographics?

45. 45
CONTENT TYPES
slideshow
type treatment
static infographic
cartoon
illustration
micro photo
caption
icon
animated gif
multiple choice q/a
macro photo
album
song
video bit
short-form video
long-form video
interactive video
spoken word
playlist
list
free response q/a
multiple choice q/a
fill-in-the-blank
meme

46. 46
EXECUTE
CONTENT
PLATFORM
THE MEDIUM
What should we do for our
Super Bowl spot?
What content can
Facebook?
CONTENT
OCCASION
THE REASON FOR CREATING THE IDEA
How can we best
launch this product?
How can we support
this event?
CONTENT
TYPE
THE FORMAT IN WHICH THE IDEA
What is our
big video idea?
How can we
best use infographics?

47. 47
TYPES OF CONTENT OCCASIONS
unplanned
MENTIONS OR ENDORSEMENTS
TIMELY EVENTS
planned
PRODUCT LAUNCHES
DRIVE PERIODS EVENTS

48. 48
CREATE CONNECTIONS AROUND
CONTENT OCCASION
AUDIENCE
CONTENT PLATFORMS CONTENT TYPES

49. 49
CREATE A CONNECTION WITH YOUR AUDIENCE
OCCASION
PLATFOR TYPE
AUDIENCE

50. 50
AUDIENCE
WHAT NEVER CHANGES IS THE
ANCHOR AROUND THE HUMAN CONDITION:
NEEDS, WANTS, TRUTHS

51. NEED WAS IS GOING TO BE
TO BE
SEEN & HEARD Portrait Selfie Dronie
TO BE
RECOGNIZED High five Like Yo
TO CHRONICLE
ACHIEVEMENTS Scrapbook Check-in iBeacon
51
AUDIENCE

52. 52
3 TYPES OF IDEAS DELIVER ON CONTENT OCCASIONS
FRANCHISES CAMPAIGNS MOMENTS

53. 53
TYPES OF IDEAS FROM CONTENT OCCASIONS
FRANCHISES FOUNDATIONAL CONTENT THAT IS ADAPTABLE ACROSS ALL OCCASIONS

54. 54
FRANCHISE

55. 55
TYPES OF IDEAS FROM CONTENT OCCASIONS
CAMPAIGNS PROGRAMMATIC CONTENT THAT LEVERAGES PLANNED CONTENT OCCASIONS

56. 56
CAMPAIGNS

57. 57
TYPES OF IDEAS FROM CONTENT OCCASIONS
MOMENTS TIMELY CONTENT THAT LEVERAGES UNPLANNED CONTENT OCCASIONS

58. 58
MOMENTS

59. 59
3 TYPES OF IDEAS DELIVER ON CONTENT OCCASIONS
FRANCHISES CAMPAIGNS MOMENTS
FOUNDATIONAL CONTENT THAT IS
PROGRAMMATIC CONTENT THAT
ADAPTABLE ACROSS ALL OCCASIONS
LEVERAGES PLANNED CONTENT OCCASIONS
TIMELY CONTENT THAT LEVERAGES
UNPLANNED CONTENT OCCASIONS

60. 60
KEY TAKEAWAYS

61. 61
KEY TAKEAWAYS
1. THE END OF THE BIG IDEA
2. THE DEMOCRATIZATION OF CONTENT
3. HUMAN TRUTHS/NEEDS WILL ALWAYS
ANCHOR THE WORLD'S BEST CREATIVITY
4. PLAN FOR OCCASIONS
5. IF CONTENT IS KING, CONTEXT IS EMPEROR

62. thank you!
@marclandsberg

63. 63
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