SlideShare une entreprise Scribd logo
1  sur  49
NEXT11Using data to make advertising more human,[object Object],Glyn Britton,[object Object],Managing Partner,  Albion London,[object Object]
Excite but don’t Ambush: Advertising that engages instead of forcing us to listen.,[object Object]
WE STARTED DOING IT INSTINCTIVELY,NINE YEARS AGO,[object Object]
Russell M Davies,[object Object],Urban Spam... the last desperate interruptive marketing arms race, which is just going to annoy every consumer on earth before the industry learns that attention needs to earned not bought.,[object Object],http://alb.io/nUrbanSpam,[object Object]
Hugh McLoud,[object Object],http://alb.io/nPunchFace,[object Object]
We want to make communications that are meaningful, involving, human and honest.,[object Object]
Isn’t it easy?,[object Object],Talk like real people do,[object Object]
Glyn's Next11 talk
Glyn's Next11 talk
Glyn's Next11 talk
UR STILL INTERUPTING PEOPLE.,[object Object],WE NEEDZA WHOLE NEW MARKETING MODEL.,[object Object]
The new marketing model?,[object Object],Talk like real people do,[object Object],Make the business interesting,[object Object],Find your community,[object Object],Open up,[object Object],Become part of culture,[object Object],Create useful content,[object Object],Demonstrate, don’t tell,[object Object],Design your own media,[object Object],Do lots,[object Object],CAVEAT:THIS IS JUST WHAT HAS WORKED FOR US,[object Object]
2. Make the business     interesting,[object Object]
Gareth Kay,[object Object],‘Ad ideas’,[object Object], vs.,[object Object],‘Ideas that can be advertised',[object Object],people want to share,[object Object],http://alb.io/nIdeasThatDo,[object Object]
A mobile network based on mutuality...,[object Object],The customers do some of the work that is traditionally done by the company.,[object Object],This helps keep our costs lowand we pass the savings onto them.,[object Object]
3. Find your community,[object Object]
MOBILE FANS WHO WERE TREATED AS AVERAGE BY THE BIG NETWORKS,[object Object]
4. Open up,[object Object]
Glyn's Next11 talk
Glyn's Next11 talk
Glyn's Next11 talk
Glyn's Next11 talk
5. Become    part of culture,[object Object]
Glyn's Next11 talk
Glyn's Next11 talk
Glyn's Next11 talk
Glyn's Next11 talk
Glyn's Next11 talk
Glyn's Next11 talk
6. Create    useful content,[object Object]
Glyn's Next11 talk
Glyn's Next11 talk
7. Demonstrate,    don’t tell,[object Object]
8. Design your    own media,[object Object]
9. Do lots,[object Object]
Mark Earls,[object Object],Light lots of small fires and pour petrol on those that take.,[object Object],http://alb.io/nLightFires,[object Object]
Mutuality,[object Object],Free data,[object Object],goodybags,[object Object],Unlocking,[object Object],,[object Object],Coherent and dynamic brand experienceacross hundreds of ‘little’ activities,[object Object],Coherence, not consistency,[object Object],Illegal Theatre,[object Object]
From...,[object Object],Broadcast,[object Object],Target audience,[object Object],Generic product,[object Object],Mainstream brand,[object Object],Brand, then CTA,[object Object],Brand broadcasting messages at a target audience,[object Object],AMBUSH,[object Object],To...,[object Object],Relationship,[object Object],Fans,[object Object],Specialist product,[object Object],Interesting brand,[object Object],Brand response,[object Object],Fans sharing interesting content of value with likeminded people,[object Object],EXCITE,[object Object]
OK. But where is the...,[object Object]
Oh, alright then...,[object Object],10. Data datadata,[object Object]
Everything is designed to gathers data,and we’re optimising everything in response to it.,[object Object]
Martin Bailie,[object Object],Planning is just guessing.,[object Object],From ad hoc insight toalways-on collaboration with audiences, responsive marketing on the fly. ,[object Object],http://alb.io/nPlanningGuessing,[object Object]
Iterate,[object Object],MinimumViableProduct,[object Object],Builtto scale,[object Object]
“Advertising is becoming an engineering discipline”,[object Object],BasemNayfeh, CTO, AudienceScience,[object Object],Speaking @GigaOm #bigdataconf,[object Object]
Glyn's Next11 talk
Real-time bidding /Retargetting /Dynamic ,[object Object],Scary.,[object Object],Annoying.,[object Object],A bit stupid, really.,[object Object]
DATA+INTUITION= HUMAN,[object Object]
More,[object Object],Links to references & deck:,[object Object],http://alb.io/nNext11,[object Object],www.glyndot.com,[object Object],@glyndot,[object Object],www.albionlondon.com,[object Object],@albionlondon,[object Object]
Danke,[object Object]

Contenu connexe

Similaire à Glyn's Next11 talk

Creative Disruption - A Visual Résumé
Creative Disruption - A Visual RésuméCreative Disruption - A Visual Résumé
Creative Disruption - A Visual RésuméThomas Fiehn
 
The Incite Summit 2013 eBook
The Incite Summit 2013 eBookThe Incite Summit 2013 eBook
The Incite Summit 2013 eBookNick Johnson
 
Organizing Ideas
Organizing IdeasOrganizing Ideas
Organizing IdeasDion Hughes
 
The Rise of the Brand Newsroom - Mynewsdesk redpaper
The Rise of the Brand Newsroom - Mynewsdesk redpaperThe Rise of the Brand Newsroom - Mynewsdesk redpaper
The Rise of the Brand Newsroom - Mynewsdesk redpaperRamya Chandrasekaran
 
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...Peter Bray
 
Hhcl how to write a creative brief
Hhcl how to write a creative briefHhcl how to write a creative brief
Hhcl how to write a creative briefRob Campbell
 
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Justin Kirby
 
Sej content marketing white paper
Sej content marketing white paperSej content marketing white paper
Sej content marketing white paperdebojit kundu
 
B2B Summit 2016 - Manufacturing industry
B2B Summit 2016 - Manufacturing industry B2B Summit 2016 - Manufacturing industry
B2B Summit 2016 - Manufacturing industry B2B Marketing
 
7 essentials of adverising
7 essentials of adverising7 essentials of adverising
7 essentials of adverisingadnanz01
 
"A presentation about common sense." for Opera Forum London
"A presentation about common sense." for Opera Forum London"A presentation about common sense." for Opera Forum London
"A presentation about common sense." for Opera Forum LondonPolle de Maagt
 
Agency Future - One Year On
Agency Future - One Year OnAgency Future - One Year On
Agency Future - One Year Onaaron78
 
Marketing in the Social Age
Marketing in the Social AgeMarketing in the Social Age
Marketing in the Social AgeAdam Lee
 
B2B Summit 2016 - Finance industry
B2B Summit 2016 - Finance industry B2B Summit 2016 - Finance industry
B2B Summit 2016 - Finance industry B2B Marketing
 
David report communication
David report communicationDavid report communication
David report communicationTrendtail
 
Eric Bradlow: 10 Paradoxes of Social Media
Eric Bradlow: 10 Paradoxes of Social MediaEric Bradlow: 10 Paradoxes of Social Media
Eric Bradlow: 10 Paradoxes of Social MediaLIFT Summit 2009
 

Similaire à Glyn's Next11 talk (20)

Creative Disruption - A Visual Résumé
Creative Disruption - A Visual RésuméCreative Disruption - A Visual Résumé
Creative Disruption - A Visual Résumé
 
The Incite Summit 2013 eBook
The Incite Summit 2013 eBookThe Incite Summit 2013 eBook
The Incite Summit 2013 eBook
 
The Incite Summit 2013 eBook
The Incite Summit 2013 eBookThe Incite Summit 2013 eBook
The Incite Summit 2013 eBook
 
Organizing Ideas
Organizing IdeasOrganizing Ideas
Organizing Ideas
 
The Rise of the Brand Newsroom - Mynewsdesk redpaper
The Rise of the Brand Newsroom - Mynewsdesk redpaperThe Rise of the Brand Newsroom - Mynewsdesk redpaper
The Rise of the Brand Newsroom - Mynewsdesk redpaper
 
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...
 
Hhcl how to write a creative brief
Hhcl how to write a creative briefHhcl how to write a creative brief
Hhcl how to write a creative brief
 
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
 
Sej content marketing white paper
Sej content marketing white paperSej content marketing white paper
Sej content marketing white paper
 
B2B Summit 2016 - Manufacturing industry
B2B Summit 2016 - Manufacturing industry B2B Summit 2016 - Manufacturing industry
B2B Summit 2016 - Manufacturing industry
 
7 essentials of adverising
7 essentials of adverising7 essentials of adverising
7 essentials of adverising
 
"A presentation about common sense." for Opera Forum London
"A presentation about common sense." for Opera Forum London"A presentation about common sense." for Opera Forum London
"A presentation about common sense." for Opera Forum London
 
Agency Future - One Year On
Agency Future - One Year OnAgency Future - One Year On
Agency Future - One Year On
 
4 e of marketing
4 e of marketing4 e of marketing
4 e of marketing
 
Marketing in the Social Age
Marketing in the Social AgeMarketing in the Social Age
Marketing in the Social Age
 
B2B Summit 2016 - Finance industry
B2B Summit 2016 - Finance industry B2B Summit 2016 - Finance industry
B2B Summit 2016 - Finance industry
 
Ignite advertising
Ignite advertisingIgnite advertising
Ignite advertising
 
David report communication
David report communicationDavid report communication
David report communication
 
Eric Bradlow: 10 Paradoxes of Social Media
Eric Bradlow: 10 Paradoxes of Social MediaEric Bradlow: 10 Paradoxes of Social Media
Eric Bradlow: 10 Paradoxes of Social Media
 
BuzzMarketing
BuzzMarketingBuzzMarketing
BuzzMarketing
 

Dernier

MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 

Dernier (20)

MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 

Glyn's Next11 talk

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 23.
  • 30.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 46.
  • 47.
  • 48.
  • 49.

Notes de l'éditeur

  1. 2006-2008
  2. Meaningful. That demonstrate, don’t tell. That add value rather than annoying people. That are useful ‘products’ in their own right. That tap into current culture.Involving. That have a memorable ‘hook’ that draws people in. That are rich, and work at different levels. With content that people want to interact with, and share with each other.Human: With real people, who care, being themselves (not a faceless corporate voice). Being real, open and conversational.Honest: We don’t kid ourselves that we’re making art or entertainment. We’re trying to sell things for our clients, and we think it’s better to be honest about that to consumers.
  3. Interesting and communicable.Interesting enough that you don’t need advertising?Or the ads write themselves (Apple).
  4. This is our thing.We’re an advertising agency, with a strategy consultancy hidden inside.
  5. ‘A Plan' is a blockage. Set the vision but allow the route there to be flexible (a 'journey' rather than a campaign).