This is the deck for a masterclass I gave at ADMA Global Forum 2013, in Sydney, Australia. As my keynote was centered around technology and creative collaboration, the masterclass involved exercises meant to spark conversation: how can ideas be more "digital"? How can an agency's structure change to encourage digital ideas?
(ADMA Global Forum, August 8th 2013)
7. A creative exercise.
Next year, OutdoorWorld is launching a completely redesigned website, with
modern features inspired by amazon.com and other leaders:
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• Collaborative filtering (“People who like this product also like...”)
• Product ratings and reviews
• Real-time product availability
Along with an increased social media presence, they want this new site to allow
them to reach a broader market and younger consumer. The new site is being
built by an internal team.
8. A creative exercise.
OutdoorWorld’s marketing budget for this initiative is large. They want ideas of all
types for a relaunch campaign - digital, tv, and OOH.
INSIGHT: OutdoorWorld’s research and experience with customers has shown
them that outdoor gear consumers value history -- and the product expertise
that comes with that history -- more than price.
INSIGHT: 30% of existing website traffic comes from mobile devices. Most
traffic (mobile and desktop) is direct, with 1/3rd from organic search.
9. A creative exercise.
Your task, should you choose to accept it, is as follows:
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1.Break into teams of two.
2.Come up with a high-level idea -- a story -- that OutdoorWorld can communicate to potential consumers.
3.Riffing off that idea, come up with as many executions as possible. Integrated
ideas are better, but separate digital / tv / OOH ideas are ok.