This document discusses whether new technologies are crowding out big thinking in planning. It presents three hypotheses: 1) commercial effectiveness has decreased and 2) creative inventiveness has decreased. However, the evidence shows that commercial impact and efficiency have actually increased for TV, digital, and combined campaigns over time. While digital works in different ways than traditional channels, creative work does not appear to be less ambitious. The document argues that thinking has not gotten smaller, but rather different, as technologies sustain ideas in new ways. It encourages embracing an entrepreneurial spirit and doing the work of getting people to take action.
From Hype to Impact: Applying This Year's SXSW Highlights to Business Transfo...Publicis Sapient
Three of our global thought leaders explore the most coveted topics at SXSW, practical applications to our clients’ business (and our own), and how SapientRazorfish takes these highlights from hype to reality.
Whether you were in Austin or not, top trends are not difficult to find. Which is why we’re taking it a step further. Not only have we shared our takeaways from this year’s sessions, but we've also examined how the conversations at SXSW relate to business reimagined for a connected world.
DigitasLBi - Exploring Ideas that Shake, rattle and Rock IndustriesDigitasLBi Nordics
With the 47-hour virtual sell-out of the all-new XC90, we saw that people were ready to buy a car online without physically experiencing it. In this What's Next session, we’ll look beyond technology itself, to the behavioral transformation taking place now and in the future. We’ve handpicked cases from across sectors to show what’s next in creative innovation. Get ready to explore groundbreaking ideas that shape behavior and create new marketplaces. Welcome to the DigitasLBi Breakfast Club.
Digital Transformation? Put People First and Tech Will FollowGerrie Smits
Keynote given at annual web company conference FeWeb2015 (together with Pieter Baert). We talked about how strategy for a digital world starts with understanding people, their behaviours and their needs.
WTF - What's The Future Impact of Disruptive Technology on Communications?Stephenie Rodriguez
Presented at the IABC World Conference in San Francisco this presentation reviews the four trends that are causing disruption, articulates the Axis of Relevance and how we can use available data to create contextual intelligence. We review the growth in the internet of things, and how sensors Ibeacons, wearable technology and social media are disruptive and review dynamic data models to help business gain real time insights and solve complex business problems. #bigdata #Communication
Why Social is key to drive your Digital Innovation StrategyGerrie Smits
My talk at Social Media Summit 2015. Social is a Canary in the Coalmine. We can learn from the effects it has had on communications as well as from the culture that the social media companies cultivate.
CityBugs is a social platform to enable solutions for critical issues affecting the environment, health, education, public services and more. Using a participatory approach – “Let’s make our city a better place to live in,” citizens report the “bug” in their community to municipal authorities, while tracking and validating the solution. Committed citizens can access CityBugs using the web platform or a mobile application, reporting any relevant issue whether garbage removal, health care problems, missing zebras and street lighting, or infrastructure for the disabled. Using Community Action Groups, CityBugs activates youth to overcome apathy, low self-esteem and meaningless participation in doubtful associations to learn volunteerism & e-volunteerism, open up career paths and discover the value of action for the common good, while improving services.
From Hype to Impact: Applying This Year's SXSW Highlights to Business Transfo...Publicis Sapient
Three of our global thought leaders explore the most coveted topics at SXSW, practical applications to our clients’ business (and our own), and how SapientRazorfish takes these highlights from hype to reality.
Whether you were in Austin or not, top trends are not difficult to find. Which is why we’re taking it a step further. Not only have we shared our takeaways from this year’s sessions, but we've also examined how the conversations at SXSW relate to business reimagined for a connected world.
DigitasLBi - Exploring Ideas that Shake, rattle and Rock IndustriesDigitasLBi Nordics
With the 47-hour virtual sell-out of the all-new XC90, we saw that people were ready to buy a car online without physically experiencing it. In this What's Next session, we’ll look beyond technology itself, to the behavioral transformation taking place now and in the future. We’ve handpicked cases from across sectors to show what’s next in creative innovation. Get ready to explore groundbreaking ideas that shape behavior and create new marketplaces. Welcome to the DigitasLBi Breakfast Club.
Digital Transformation? Put People First and Tech Will FollowGerrie Smits
Keynote given at annual web company conference FeWeb2015 (together with Pieter Baert). We talked about how strategy for a digital world starts with understanding people, their behaviours and their needs.
WTF - What's The Future Impact of Disruptive Technology on Communications?Stephenie Rodriguez
Presented at the IABC World Conference in San Francisco this presentation reviews the four trends that are causing disruption, articulates the Axis of Relevance and how we can use available data to create contextual intelligence. We review the growth in the internet of things, and how sensors Ibeacons, wearable technology and social media are disruptive and review dynamic data models to help business gain real time insights and solve complex business problems. #bigdata #Communication
Why Social is key to drive your Digital Innovation StrategyGerrie Smits
My talk at Social Media Summit 2015. Social is a Canary in the Coalmine. We can learn from the effects it has had on communications as well as from the culture that the social media companies cultivate.
CityBugs is a social platform to enable solutions for critical issues affecting the environment, health, education, public services and more. Using a participatory approach – “Let’s make our city a better place to live in,” citizens report the “bug” in their community to municipal authorities, while tracking and validating the solution. Committed citizens can access CityBugs using the web platform or a mobile application, reporting any relevant issue whether garbage removal, health care problems, missing zebras and street lighting, or infrastructure for the disabled. Using Community Action Groups, CityBugs activates youth to overcome apathy, low self-esteem and meaningless participation in doubtful associations to learn volunteerism & e-volunteerism, open up career paths and discover the value of action for the common good, while improving services.
THoMers Dennis, Inge, Laetitia, Pieter and Thomas attended Web Summit, the largest tech conference in the world, hosted in Lisbon, Portugal. Web Summit equals 22 conferences connecting different industries, from AutoTech and MoneyConf to SaaS Monster and Talk Robot. The keyword across all conferences? Artificial Intelligence!
Ik werd uitgenodigd bij de mensen van het opleidingscentrum Cevora om te spreken over Digitale Transformatie en de invloed op jobs, opleiding en de toekomst van leren.
Siri and Cortana have applied for your role: The rise of AI in MarketingMando
Jonathan Seal, Strategy Director at Mando presents the key headlines from Mando's recent whitepaper, compiling findings from senior marketers from British and global brands.
Presentation given to Australian Interactive Media Industry Association breakfast. Broadly covered the theme of what would be the key topics in digital in Australia over the next years. Also has information from the Digital Services Index (stats on Australian Digital use)
I got the delightful opportunity to speak to the graduating students in communication and marketing. Introducing them into the world of the Internet of Things and the impact on them and society!
Harness Digital Disruption to Create 2022’s Workplace TodayIntel IT Center
As the modern workplace evolves, modern devices play a critical role in simplifying work and creating an immersive, seamless experience. This session offers guidance on things to consider as you update your workplace into the secure, managed, collaborative environment employees demand and you require.
How to Make Wearable Tech that People Won't Want to Take Off #OgilvyMWCOgilvy
By all accounts, 2014 is the year of the wearables. At CES in Las Vegas last month, wearables stole the show with the roll-out a slew of new devices alongside updates to existing ones. Wearables are being featured prominently at Mobile World Congress, happening now in Barcelona, with both Sony and Huawei unveiling their new wearable devices on day one of the show. SXSW Interactive will jump into the wearables fray next week in Austin, with sessions dedicated to the future of wearable technology and giving a platform to early stage technology startups to pitch their wearable products. Enthusiasm for wearable technology is growing, and technological capability is growing along with it. Longevity, however, will hinge on consumer adoption.
THoMers Dennis, Inge, Laetitia, Pieter and Thomas attended Web Summit, the largest tech conference in the world, hosted in Lisbon, Portugal. Web Summit equals 22 conferences connecting different industries, from AutoTech and MoneyConf to SaaS Monster and Talk Robot. The keyword across all conferences? Artificial Intelligence!
Ik werd uitgenodigd bij de mensen van het opleidingscentrum Cevora om te spreken over Digitale Transformatie en de invloed op jobs, opleiding en de toekomst van leren.
Siri and Cortana have applied for your role: The rise of AI in MarketingMando
Jonathan Seal, Strategy Director at Mando presents the key headlines from Mando's recent whitepaper, compiling findings from senior marketers from British and global brands.
Presentation given to Australian Interactive Media Industry Association breakfast. Broadly covered the theme of what would be the key topics in digital in Australia over the next years. Also has information from the Digital Services Index (stats on Australian Digital use)
I got the delightful opportunity to speak to the graduating students in communication and marketing. Introducing them into the world of the Internet of Things and the impact on them and society!
Harness Digital Disruption to Create 2022’s Workplace TodayIntel IT Center
As the modern workplace evolves, modern devices play a critical role in simplifying work and creating an immersive, seamless experience. This session offers guidance on things to consider as you update your workplace into the secure, managed, collaborative environment employees demand and you require.
How to Make Wearable Tech that People Won't Want to Take Off #OgilvyMWCOgilvy
By all accounts, 2014 is the year of the wearables. At CES in Las Vegas last month, wearables stole the show with the roll-out a slew of new devices alongside updates to existing ones. Wearables are being featured prominently at Mobile World Congress, happening now in Barcelona, with both Sony and Huawei unveiling their new wearable devices on day one of the show. SXSW Interactive will jump into the wearables fray next week in Austin, with sessions dedicated to the future of wearable technology and giving a platform to early stage technology startups to pitch their wearable products. Enthusiasm for wearable technology is growing, and technological capability is growing along with it. Longevity, however, will hinge on consumer adoption.
Le meilleur des vitrines de Noël - Décembre 2016Beausoleil
Si cette sélection vous a inspiré, l'agence de fabrication Beausoleil est à votre disposition pour réaliser tous vos projets de vitrines et PLV. Pour plus d'informations sur notre agence, rendez-vous sur notre site web www.beausoleilfrance.com
In our current social and political landscape, ‘Fake News’ has dominated the global conversation, but how do we recognize what is mis- and disinformation? And how can we contain it?
In this webinar, we take a closer look at this pressing issue, and how to use technology to mitigate the effects of misinformation and fight distrust.
7 top technology trends and what they mean for brand experienceJack Morton Worldwide
Technology drastically impacts every aspect of the world around us these days, but it's harder than ever to integrate technology into live experiences in ways that are relevant, effective and above all seamless.
Discover our top technology trends and what they mean for brands, marketers and brand experience.
In the digital age, good design doesn’t just result in products, it results in new relationships.
What does it really mean to be “digital”? How do non-software organisations thrive in today’s disruptive landscape? What are the key components that make for a digital transformation?
In his keynote, Alvaro introduces the necessary components for today's organisations to thrive through Strategic Design and Experience Strategy.
CES Rewind
Fallon Creative Technologist Jacob Abernathy presents 10 trends you and your brands need to know about the gadgets revealed at this year's Consumer Electronic Show – ground zero for the future of consumer electronics and technology!
Jacob will put perspective on everything you missed in an engaging multimedia demonstration that details trends ranging from the rise of tablet computing, and gaming everywhere, to the explosion of car technologies powering our everyday driving.
Trends: Unlocking The Door To Future Growth!Anja Hoffmann
The slides from my lecture on disruptive innovations, strategy and new technologies in a business perspective. I hope you get lots of ideas from the presentation and I hope it will inspire you to expand your normal thought process. Enjoy and Think the Unthinkable!
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
Curiosity Stop Special: Techcrunch Disrupt 2016We Are Social
Techcrunch Disrupt is where some of the world’s most game-changing technologies and tech innovations are first revealed. Didn’t get a chance to go? Fear not. We've identified six of the most interesting themes and talks from this year to keep you in the know of what’s going to be big over the coming months.
Digital and Social Strategy for Microsoft Australia, this is a response to a fictional brief.
Here we cover the full scope of a social/digital plan countrywide rollout.
**Sections**
Objectives
Target
Social Activity
Insight
Strategy
Tactics
Can we offer value exchange?
Measurement
Summary
Including:
Program Calendar
Tactics
Inovation
Full cicle
Methodologies
Full ownership of ideas and concepts. Some methodologies/data and imagery might relate to third parties.
With advances in data, technology and inventory, along with strong growth, OOH remains in great health. And that’s great news, but what we’re really excited about is what’s yet to come.
Posterscope has gazed into the future to unearth what will help shape the 2020 OOH landscape, in what promises to be another thrilling year.
Now Next Beyond v2: Making Sense of ChangeArena UK
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
We take a short, medium and long-term view to quantify how and when key developments in the industry are going to impact what customers - and therefore brands - do.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
24. Channel: Websites Interactive Social/viral Mobile/Apps Search
Increase in
number of
brand
effects:
17% 15% -2% -5% -6%
digital works in different ways
Source: Binet & Field 2013, IPA dataBANK
25. is there a decrease
in commercial effectiveness?
26. is there a decrease
in commercial effectiveness?
29. hang on, let’s not
forget the ones
I’ve forgotten
kaiser chiefs the future is mediaval, met police choose
a different ending, dove ad makover, british airways
#homeadvantage, paddy power, royal borough of
greenwich, refuge , doritos etc etc etc etc etc etc etc
etc etc etc etc etc etc etc
47. communication
noun
1. the imparting or exchanging of information by speaking,
writing, or using some other medium.
"television is an effective means of communication”
50. 140characters SEO googleimages
facebook games experiential event/stunt
socialreviews adaptivedata longeformcontent
popsong programmes documentaries
Communal
Personal
modern stories are remixed
51. communication
noun
1. the imparting or exchanging of information by speaking,
writing, or using some other medium.
"television is an effective means of communication”
2. means of sending or receiving information, such as
telephone lines or computers.
"satellite communications"
54. You've got to create things
in such a way that people
will feel it in their gut.
Because if they don't feel
it, nothing will happen.
“ “
Bill Bernbach
68. the same,
done differently
what are the unmet needs?
what are the sources of friction?
what are the experiential contexts?
where are the network nodes?
where is the space & value in the idea?
TRANSFORMER
69. so, this is it
1. Thinking has got bigger, not smaller
2. Tech has set us free
3. Embrace your inner entrepreneur
Well hello
Fanscinating question: touch on 3 areas
Look the question in the eye a bit. Interrogate it until it confesses the truth
2. Ask how do modern ideas create value
3. What do modern ideas want from planners, and what does it mean for everyone in this room
Well lets look at this thing a bit as theres a lot going on.
A lot of innuendo and hidden glances.
Its got WEIRD BODY LANGUAGE this question
got the whiff of the LATE NIGHT TAXI DRIVER about it accusing, defensive, midly illogical
But it demands a reaction, so lets look it in the eye for a bit
I love the idea of crowding out – like a bouncer on a Friday night bundling out an unwanted reveller
“sorry mate, you cant come in techd out like that. It only big thinking allowed here. On your way”
As if big thinking only comes in non-tech sized packaging.
And tech is somehow dirty, beneath other ideas
For a moment, lets leave the idea that big thinking is good at the door, as that’s worthy of a whole other debate . Implicitly assumes tech is not big thinking
The question assumes a causal relationship: as tech has grown like weeds underfoot, our thinking has got smaller and smaller and is being strangled brief by brief.
Until presumably one day it will slip out view entirely It’s an easy assumption to make.
Tech doesn’t come in nicely honed endlines that shows how clever it is.
It doesn’t showboat in your living room, begging for attention… It just gets on with things.
Of course, this is absurd and downright dangerous line of thinking on a number of levels
Let’s start with the obvious
Google. A kind of oracle of human nature and intent.
A service that’s defined more than any invention since the history of mankind human intelligence – what makes us tick
Surely a kind of big thinking, no?
Can we imagine a world without it ?
Or can you imagine a world without apple?
Without an ecosystem of apps, without the iphone, without tables?
A service which has defined the architecture of modern ecosystems
Big thinking, surely?
Or can you imagine a world without apple?
Without an ecosystem of apps, without the iphone, without tables?
A service which has defined the nature of design experience and architecture of modern systems
Big thinking, surely?
Or a world without new platforms, like facebook, like twitter, like snapchat
That define nature of modern communication
That have their own behavioural ticks, languages and subcultures (#friendfriday, anyone?)
after all, if someone offered YOU £3bn for a service you’d thought of, would you turn them down:
no, sorry, the thinking’s not big enough yet….
Investors seem to think so –
after all, if someone offered YOU £3bn for a service you’d thought of, would you turn them down: no, sorry, the thinking’s not big enough yet….
We’re now well into a post digital era: 5 years since eco-drive
Sense that tech different operating model – in terms of output, inputs, thinking
Problems clients face are similar, but solutions quite different
Ways of working v.different – faster, leaner
Of course on the surface, it’s hard NOT to think our thinking has got smaller
Every hour there’s some shiny new idea in out slipstream that gets industry insiders into a tweetstorm.
Nowdays, that’s usually comes in a snack-sized format – a social this, and app that, a MEDIA FIRST!!!!
An industry which fetishises the new over the unchanging, these get unprecedented airtime.
My personal favourite
So of course it’s easy to lose sight of the big stuff we’re still doing
Because the signal to noise ratio has changed
So we need to distance ourselves, and stand back a bit to see the real picture
So let’s try and strip the question to it’s bare essence, and loot at the evidence objectively
If we’re to assume planning is about helping come up with ‘big thinking’ and has been even half useful as a catalyst for our ability to create new ideas and produce work with a powerful commercial effect,
then surely if tech has crowded out big thinking, then…
Ask them to answer
A WORLD PREMIERE of new findings
from adamandeveDDB’s Les Binet & Peter Field from IPAdatabank
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Digital & tech are pretty fat words
Unhelpful in isolating the nuances of different roles and behaviours of different channels
More work needed here – especially around how to use and evaluate social
Even a cursory glance at recent APG and Cannes shows living in GOLDEN AGE OF CREATIVITY
Meercat a campaign which
JL making the nation cry and buy
Tourism Iceland promoting a country through personalised messages
BHF creating an appointment to view
VW Fun Theory using a social experiment to create behavioural change
Walkers Crowdsourcing flavours
Depaul ihobo using an App to increase donations
Sainsburys Creating a 50 minute documentary to sell a supermarket over Xmas
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What about APG Grand Prix winners?
Columbian Ministry of Defence’s ‘operation xmas’
Objective: demobilise FARC guerillas
Idea: putting xmas lights on trees in main guerilla routes in the jungle that lit up when passed
“if xmas can come to the jungle, you can come home. Demobilise. At xmas everything is possible”
Why: great understanding of personal & behavioural context
30% uplift in guerrilla demobilisation
Banco Popular
Objective: instill hope in puerto Rico by fighting against welfare dependancy and subsequent reluctance to work
Strategy: Instill hope El Gran Combo salsa band to rerecord lyrics to its best known hit , and make it no1
Simultaneous broadcast, Facebook app, blogs, live concert, video documenatries, job fair
Evidence shows, if anything, that modern strategic thinking is more ambitious than ever
SLIPPERY QUESTION
DIFFERENT KINDS OF TECH THINKING
Of course, tech comes in different shapes in sizes, but let’s start off with the obvious
Fuelband is the current tech poster child, but it shines a light on a the beating heart of the new opportunities for agencies
To not just sell but help
To use Platforms to create a new distribution channel
Not exacltly small (INSERT PROOF/DATA)
Or the new john lewis campaign #bare and hare
Am sure you’ve all seen TV and have a point of view on it
Not as many of you might have seen the spin offs we’ve done
Created an interactive book read by Lauren Laverne>>>taking emotional connections with the story and the brand to far deeper place
“Using tech to get people to cry and buy” = Small but powerful
Tech is also starting to play complementary roles WITHIN campaigns
Here’s one I worked on: VW”s new Gold GTI campaign
Here we used a blended approach of comms + tech
Film was used to reaffirm GTI;s pioneering originality via a story (play ‘My Way’ film)
“Using tech to add a new dimension to the user experience”
Experiential enhancement of a product
Born from truth that music enhances our driving experience, takes it to another emotional level
We’ve that that to it’s natural conclusions to take one of best drivers car experience in GTI and pimp it to make it even more powerful
Working with Underworld, we’ve designed a unique experience which adapts to the way you drive.
Small but powerful.
Conclusion: little evidence planning thinking has “got small”, but has been adapting/flexing in new ways
strategic ingenuity doesn't respect channels or discipline /// now bigger & more exciting than ever
Modern thinking and ideas are made of technology.
Not oil and water, but similar elements
With a networked economy driven by internet of things, all this raises a fundamental question
What is the nature of ideas + what does it mean for planning and for planners?
Want to answer two questions
Start Pay more
We’re not (yet) in the business of logistics or M&A’s or organisational operating models
Our medium of choice is the world of communications, of expression and interaction
But the word communications exposes the divide that exists at the heart of this debate
On the one hand…
It’s about creating stories
Our classical model defining “the what” – fixate on the messaging and the response
How does that work?
Campaigns create a wave of new energy
As work from Binet, Ehrenberg and Byron Sharp shown, that creates business growth through attracting new users into a brand
But it’s a relatively quick hit that subsides unless you keep topping it up
Of course, modern comms are now not just told but RETOLD and REMIXED
Through the medium of 140 characters, and SEO
Opportunity here is to LEAVE SPACE IN THE IDEA for others
The what: Nature of distribution
More disruptive>>> opportunity is to change the business model itself
Platform tech such as games, apps and user platforms seems to work in a slightly different way
their real value lies in opening up a new paths to purchase, and in reinforcing usage and SUSTAINING energy
If that’s true, then it helps us start to define where the value in the new idea economy lies
And the different ways planning can add value
Campaigns may INCLUDE tech, but they operate in a different way to tech-based platforms
So we need to design campaigns that BLEND platforms and campaigns,
that joins up new business channels with brand strategy and unifies story content with user needs to release new energy
WHAT DO IDEAS WANT FROM PLANNERS?
Id argue we need to do what have ALWAYS done at our best
By empathising with people, knowing what makes them tick and what makes them frustrated
And helping design better solutions that get them in the gut
CATALYSTS for transforming business (just do it; we try harder; every little helps)
ideas so outrageously smart they give clients unfair advantage;
always been shaping future Vs ordinary
Be “revelationaries” (ev. element in brief)
Still a need to have HIGHER VISION for a business
A simple rallying cry to get an organisation behind. Often expressed in copy
Difference is that no longer means to create feeling
>>>need to translate this into BEHAVIOURS, ACROSS ORGANISATIONAL SYSTEMS
with CTO’s and Operations Directors/Customer Services
So I believe technology sets planners free to apply entrepeneurial skills
At our heart we need to be MORE COMMERCIAL than ever
More revelationary about where fresh opportunites lies
Bigger influence that ever, across more parts of the business
But we need new skills and behaviours
Culture – faster + more fluid/polemic/improvisational ; a parallel with music dance/beats vs melody
Need to ADAPT OUR OWN OS; resistance to change is futile (record labels) vs spotify
creators of new future AGILE
A provocation
Maybe we fetishise thinking too much
And that’s our biggest threat to adapting
Because the new OS values a different depth of collaboration
Our classic skills to synthesise, apply clarity, creativity and rigour are more valued than ever
But the practice of applying them is more fluid, faster
Producers of creativity, curating teams
In a world where we need to make complex simple
Extreme reductiveness: deciding what NOT to do in world of unlimited choices
Model PIVOTS with lower costs of production
from Think>>do>>learn to do>>learn>>think
We can now test out hypotheses more quickly
New creative context = role more 3D thinking
entrepeneural skill in identifying scale of emotional reaction/response in a given context
Traditionally good at understanding challenge in terms of brand out>>>consumer + category + culture
To elicit deep emotional respsonse
Now need to understand contextual inputs
How does it blend together?
What is used, when, how?
Need to start having more of an affair with different kinds of data
Data which explores the dynamics of user journies and customer experiences
Both hard behavioural stuff and emotional traces
We need to design experience blueprints for clients = UX should be our best friend
Huge role in helping synchronise how platforms and campaigns fit together
And orchestrating the elements WITHIN A BUSINESS
Get better at getting other people to do the extraordinary
Get better at defining roles of diff content/experiences across a user journey and ecosystem
tech = oxygen for revolutionary thinking
ie same as always been look BEYOND the Comms brief to influencing the business model, product and operations
Means = different
“not PowerPoint slave but organisational catalyst”
more entrepreneurial/likeDJ's designing overall flow of the experience
clear vision of end response, and end product
Asking different kinds of questions
Unmet needs
Sources of friction
Experiential contexts
Network nods
Space & value in the idea
What have we learnt in the last 20 mins
Context: defining roles of diff content/experiences at diff times eg converse SEO takeover;
