6. TODAY
I
WILL
TALK
ABOUT
What
is
creaKvity’s
worst
enemy
Why
provocaKve
art
is
good
for
businesses
Why
most
adverKsing
is
crap
–
decade
aQer
decade
7. “The
real
fact
of
the
maSer
is
that
nobody
reads
ads.
People
read
what
interest
them,
and
someKmes
it's
an
ad.”
8. If
we
have
known
this
for
such
a
long
Kme,
why
is
most
adverKsing
sKll
crap?
Why
do
so
many
people
think
it
is
just
painful
and
intrusive?
9. EXPECTATIONS
ON
MEDIA
–
CONSUMERS/ADVERTISERS
CONSUMER
GOALS:
U.lity
Informa.on
Entertainment
ADVERTISER
GOALS:
Reducing
risk
for
other
investment
Aligning
conflic.ng
goals
creates:
GREAT
ADVERTISING
GREAT
MEDIA
10. Ekosystem
Aldrig förr har de potentiella kontaktytorna
mellan en idé och en konsument varit så
många och så olika. Och dubbelriktade.
Vilket gör att idén om den heltäckande 360-
kampanjen tål att ifråasättas. Idag kan en
handfull välkoordinerade kontaktytor skapa
större effekt än ett försök till “bombmatta”.
10
11.
12. EXPECTATIONS
ON
MEDIA
–
CONSUMERS/ADVERTISERS
CONSUMER
GOALS:
U.lity
Informa.on
Entertainment
ADVERTISER
GOALS:
Reducing
risk
for
other
investment
Aligning
conflic.ng
goals
creates:
GREAT
ADVERTISING
GREAT
MEDIA
15. Digital
vs
Magazine
11%
ads
versus
50%
ads
S6ll
people
find
the
magazine’s
ads
less
intrusive
and
annoying.
It’s
lack
of
“product
development”
16.
17. “The
buying
of
Kme
or
space
is
not
the
taking
out
of
a
hunKng
license
on
someone
else's
private
preserve
but
is
the
renKng
of
a
stage
on
which
we
may
perform.”
19. The
future
is
already
here,
it’s
just
unequally
distributed.
20.
21. "Wireless
telephone
and
telegraph
circuits
will
span
the
world.
A
husband
in
the
middle
of
the
Atlan6c
will
be
able
to
converse
with
his
wife
siJng
in
her
boudoir
in
Chicago.
We
will
be
able
to
telephone
to
China
quite
as
readily
as
we
now
talk
from
New
York
to
Brooklyn."
22. No
more
C,
X
or
Q
Everybody
will
walk
10
miles
a
day
No
more
cars
in
large
ci6es
No
wildlife
No
mosquitoes
or
flies
23. Future
is
unequally
distributed
between:
Individuals
OrganizaKons
Companies
Bransches
Countries
GeneraKons
24. Volvo
Cars
is
one
company
from
Sweden,
and
the
headquarters
are
in
Gothenburg.
26. Recently
the
company
Mojang
which
makes
MinecraQ
was
sold
to
MicrosoQ
for
2,5
billion
USD
(which
is
95
770
267
579
RUB)
27. @ulrikagood
Hard
for
grandpa
to
understand:
How
a
company
that
makes
something
like
MinecraQ
can
be
valued
to
more
than
Volvo
Cars.
28. @martner
Hard
for
my
son
to
understand:
How
a
company
that
makes
something
our
family
don’t
even
own
(cars)
can
be
almost
as
valuable
as
a
company
that
makes
something
half
of
our
family
loves.
33. Business
has
always
been
about
adding
value.
About
opening
up
opportuniKes.
Today
most
value
is
added
through:
SoQware
Service
design
User
Experience
Design
Data
insights
34. Not
owning
a
car,
but
to
have
access
to
different
cars
with
an
app,
is
opening
up
new
opportuniKes
for
me
and
my
family.
And
for
businesses.
And
this
is
only
the
beginning.
44. To
make
great
adverKsing
or
innovate
in
a
human
centric
way
you
have
to
really
understand
other
people’s
emoKons,
hopes,
dreams
and
fear
(or
at
least
your
own).
You
have
to
be
able
to
have
an
open
mind.
A
tolerant
view
of
the
world.
And
you
have
to
combine
that
with
an
ability
to
analyse
data.
45.
46.
47. Data
help
us
understand
a
world
that
is
increasingly
complex.
48. But
if
we
are
narrow
minded,
we
will
not
accept
the
data
insights,
and
we
will
make
the
wrong
decisions
anyway.
49. Here
is
a
story
about
two
data
points.
Data
point
1:
Ultra
sound
detecKon
Data
point
2:
StaKsKcs
about
psycological
health.
50.
51.
52.
53. Data
point
1:
Ultra
sound
detecKon:
”you
will
have
a
slightly
disabled
child”
Data
point
2:
StaKsKcs
about
psycological
health:
”your
child
will
have
slightly
bigger
chances
to
be
happy”
Why
did
only
data
point
1
register
with
this
family?