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WHY YOUR NEXT
PLANNER/STRATEGIST
SHOULD BE A TRAVELER?
DAVID SOBRINHO

#CREATIVITY #TECHNOLOGY #ADVERTISING
#MARKETING #STRATEGY #PEOPLE
#PSICOLOGY #INNOVATION #BRANDS
#CULTURE #LIFESTYLE #SPORTS
#DESIGN #TRAVELING #EVENTS
#ART #MUSIC #RETAIL
MY GOAL IN LIFE IS TO INSPIRE PEOPLE.
AS A PLANNER / STRATEGIST I DO IT USING THE
MONEY AND THE POWER OF BRANDS.
THIS STORY BEGIN 4 MONTHS AGO
WEB STANDARDS
TABLETS
SMARTPHONES
RESPONSIVE DESIGN
MOBILE FIRST
WEB EXPERIENCE
PERSONALIZATION
BIG DATA
TECH TRENDS

I WAS TIRED TO WATCH, READ AND LISTEN
ALLWAYS THE SAME
THE INDUSTRY IS CHANCHING
ONLINE/OFFLINE
AUGMENTED REALITY
GOOGLE GLASS
GAMIFICATION
SOCIAL MEDIA
3D PRINT
CLOUD
VIRAL
BLAHBLHABLHA
“ TECHNOLOGY IS A WORD THAT
DESCRIBES SOMETHING THAT DOESN’T
WORK YET ”
Bran Ferren, CCO, Applied Minds and Former President of R&D,
Walt Disney imagineering
WHY WE FOCUS SO MUCH ON TECHNOLOGY?

* From a presentation of George Bennett at "Ambidexterity," the VCU
Brandcenter's executive education program for account planning, July 2013.
WHAT TECHNOLOGY WANTS FROM
PLANNERS / STRATEGISTS?

IDEAS

STRATEGY

INNOVATION ?
TECHNOLOGY IS NOT INNOVATION
INNOVATION IS NOT TECHNOLOGY
TECHNOLOGY WANTS CHANGE
INNOVATION GIVES INFLUENCE
CAN WE INFLUENCE IF THE FOCUS IS NOT
ON THE HUMAN BEING?

* Image From a presentation of George Bennett at "Ambidexterity," the VCU
Brandcenter's executive education program for account planning, July 2013.
INNOVATION IS NOT STRATEGY
STRATEGY IS NOT INNOVATION
INNOVATION IS ABOUT POSSIBILITY
STRATEGY IS ABOUT DIRECTION
2013
THE FIRST INNOVATION GRAND PRIX AT
CANNES LIONS WENT TO THE CODING
PLATFORM “CINDER”.
The guiding principle for the jury
was to find something greater than
a campaign idea, that was
something that wasn’t just “limited
to what it is today, but could move
other things and competitors
Mr.Droga - Adage
forward.”
“Innovation isn’t everything the
goal should be emotions”
Masashi Kawamura
HOW CAN WE USE ALL THIS
INFORMATION TO CREATE SOMETHING
THAT REALLY MATTER FOR PEOPLE?
TOO MUCH QUESTIONS

IT WAS TIME TO STOP DOING WHAT OTHERS
SAID, WROTE, OR DID TO HAVE MY OWN
OPINION AND PERSPECTIVE ABOUT WHAT’S
NEXT IN

MARKETING|ADVERTSING|BRAND STRATEGY
STOP SHARING QUOTES
ON SOCIAL MEDIA AND
MOVE YOUR ASS DAVID SOBRINHO
TRAVELING VS LUXURY

I QUIT MY JOB, MY CITY AND MY COUNTRY TO DO
SOMETHING I ALWAYS WANT TO DO, TRAVEL ALONE IN A
LOW COST WAY WITHOUT PLANS UNTIL THE MONEY ENDS
WITH THE GOAL TO INSPIRE AND
BE INSPIRED BY PEOPLE, PLACES AND MOMENTS.
TRAVEL IS THE ONLY THING THAT COSTS
MONEY AND MAKES YOU RICHER
9 DIFFERENT CURRENCIES
14 NIGHTS ON HOSTELS
17 FREE BEDS/COUCH
2400 KM HITCHIKING
+50 DIFERENTS BEERS
19 EUROPEAN CITIES
6 FRIENDS VISITED
29 NEW FRIENDS
1180 PICTURES
1 PHONE LOST
3 MONTHS
9 TRAINS
1 PLANE
5 BUSES
TOTAL COST: 2000 EUR
TRAVELING HELP US
CLEAR OUR MIND

PRODUCT/
BRAND

PEOPLE

INNOVATION

CULTURAL
DIFFERENCES

STRATEGY

TECHNOLOGY COMMUNITY
#1
PLANNING IS ABOUT DAILY LIFE
NOT ADVERTSING

Foto: Ljubljana
#2
AN INSIGHT ALWAYS CAME
FROM AN HUMAN TRUTH
Foto: Barcelona
#3
PLANNERS LIKE TO SOLVE PROBLEMS
EVERYDAY

Foto: Barcelona
#4
OUR JOB SHOULD BEGIN IN THE
BUSINESS MODEL OF THE PRODUCT

Foto: Montreux
#5
TECHNOLOGY FACILITATE
CONEXIONS

Foto: Montenegro
#6
UNDERSTAND
TIME IS MONEY
MONEY IS TIME

Foto: Serbia
#7
PEOPLE DONT CARE ABOUT
ADVERTISING
CREATE SOMETHING USEFUL
AND/OR ENTRETAINING

Foto: Barcelona
#8
WE HAVE TO RISK
KNOW HOW, WHEN AND WHERE

Foto: Belgrade
#9
HAVE A NETWORK WITH PEOPLE
FROM ALL BACKGROUDS
AND UNDERSTAND
WHAT ANNOYS/MOVES THEM

Foto: Istanbul
#10
BELIEVE PEOPLE ARE SMARTER
THAN EVER AND
LIKE TO HELP OTHERS
Foto: Prague
#11
KNOW THE PLATFORMS
UNDERSTAND EACH COMMUNITY

Foto: Berlin
#12
RELATIONSHIPS
ARE NOT A QUESTION OF TIME
BUT A QUESTION OF AFFINITY

Foto: Vienna
#13
INTERNET
IS A CONVERSATION NETWORK

Foto: Budapest
#14
ONLINE YOU HAVE A PERSONALIZED
APROACH BUT IS OFFLINE WHERE
THE REAL EMOTIONS ARE

Foto: Croatia
#15
LIKE US BRANDS AREN’T BUILD BY
COMMUNICATION BUT BY
WHAT THEY ACTUALLY DO
Foto: Berlin
#16
LOOK FOR INSPIRATION TO FURTHER
YOUR OWN CREATION IN PURSUIT OF
INNOVATION

Foto: Belgrade
CREATE INTEREST

TRAVELING
HELP US

PRODUCT/BRAND

INNOVATION

FACILITATE CONNEXIONS

TECHNOLOGY

STRATEGY

CONNECT
THE DOTS

CULTURAL
DIFFERENCES

PEOPLE
COMMUNITY

TARGET TO INSPIRE
“DO INTERESTING THINGS AND
INTERESTING THINGS WILL
HAPPEN.”
- Sir John Hegarty
THANK YOU
MORE ABOUT ME

WWW.davidsobrinho.COM
CONTACTS
+351 916687604
eu@davidsobrinho.com

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