Under the Influence
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Transcript of Under the Influence
Better to ask ‘what is integration?’
No one really knows – but it’s supposed to mean bigger ideas,
media‐neutral
The present is the demented child of integration
What it all really comes down to is not just creating genuine
value for clients…
But it is all about creatively interpreting what the consumer needs
How can what we do actually benefitthe consumer?
It’s about getting right to the heart of the companies we work for
And understanding that what the consumer needs or wants
is the new focus
ie: Harley Davidson ‘Hog Club’
Companies will become their own marketing*
Judged by their behaviour
* Some already are: Apple, Innocent, Google
Be fanatical about customers
Google – actively pursuing ideas that will make things better for people –firms like this represent the real
danger to advertising
From Nestle to Starbucks
No longer a sell‐to industry
About consumer needs – how much of what we actually spend benefits
the consumer directly?
Recruit consumer activists
Why marginalise our creativity to advertising?
Creativity has gone ‘freestyle’
A different TV script is not differentiating enough
Ideas spread faster than ever
If an idea works it should be very obvious!
But, the mind can tend to reject new ideas – we should be
more childlike
‘Gorilla’, ‘Skoda’(not really a mention of ‘Trucks’)
David McCandless
Picture and a short line
Author of ‘The Internet: Now in Handy Book Form’
http://www.theinternetnowinhandybookform.com/
‘We don’t really read any more’
We want answers quick – that’s why visualisation could be
a big trend
The Information Atlas
Infographics
Information visualisation is the future of information
Touch screens, Microsoft Surface
Our visual memory is highly accurate
Gapminder, Google spreadsheets, Microsoft PhotoSynth
George Parker – AdScamblogger, ex‐Ogilvy ex‐pat
Moaning about the ‘Big Dumb Agencies’
MySpace – ‘Art Director’s nightmare’
Young creatives should be forced to make great ads from tough products – not global
power brands
More ranting and controversy …