Our industry has become obsessed with learning over the last few years. We love to talk about the age of acceleration, complexity and the need to learn new tricks. But what is holding us back is our inability to unlearn some generally accepted paradigms, ways of doing and thinking. "The illiterate of the 21st century will not be those that cannot read and write, but those who cannot learn, unlearn and relearn." —Alvin Toffler Joanna Bakas, Managing Director at LHBS Consulting Berlin had the opportunity to speak at the Golden Hammer 2015 in Riga and was also part of the festival jury.

1. UNDERSTAND TODAY. SHAPE TOMORROW.
BY JOANNA BAKAS
GOLDEN HAMMER 2015
THE POWER OF
UNLEARNING

2. A BIT OF A BACKGROUND AND
RETROSPECTION

3. 3
in case you haven’t
heard apparently
we’re all doomed

4. creative ad agencies
must adapt or die in
digital age

5. are digital agencies
the new dinosaurs

6. are search agencies
becoming dinosaurs

7. advertising must
learn from reality
stars

8. 8
change and
learning have
become the new
imperative

9. our fundamental
issue is not with
learning...

10. our fundamental issue is with the
difficulty of unlearning...

11. 11https://www.youtube.com/watch?v=wxaZxpNTm8A

12. we’re not so well wired
to unlearn

13. "When a medium first appears, it
uses the content of a previous
medium exclusively until users have
learned to exploit the new medium
to develop new forms of expression.”

14. 14
this is so true in our
industry because
media is at the
epicenter of our
industry

15. 15
we use new tools
using old paradigms

16. TV emerged as the dawn of audio
visual media

17. so we put radio on TV

18. 18

19. and then we put print on TV

20. 20

21. it took a while to realize we had a
whole new stage for theater and
stories

22. http://www.share-tube.eu/convert/36505263

23. and in case you don’t think the digital
guys are guilt free...

24. 24

25. we continued and we put billboards
in the internet

27. 27
over 60 years after
the invention of the
TV remote
control...

28. 28

29. that being said...banner ads didn’t
always suck

30. Modern Media. AT&T Campaign.

31. this came from a team in 1994 that
wondered...

32. 32
“How can we help
people?” rather
than, “What can we
sell people?”

33. Modern Media. AT&T Campaign. - www.horwired.com

34. 44%
click rate
that started a journey
of a virtual tour of the
world’s greatest
museums from AT&T

36. ... how AT&T could
transport people
through space and
time via the
Internet

37. so...

38. 38
A BIT OF FOOD FOR THOUGHT
AND CONSIDERATION

39. what might we
consider unlearning

40. beyond channel or channel
planning
!

41. the ‘internet’ or
digital space can be
so much more than
ad space

42. “Customer service
is the killer app of
the Web”
1998

43. content + utility reach + frequency
>

44. “Content marketing is a marketing technique of
creating and distributing valuable, relevant and
coherent content to attract and acquire a clearly
defined audience - with the objective of driving
profitable customer action.”
http://contentmarketinginstitute.com/what-is-content-marketing/

45. The key word is “valuable.” It’s what changes this
definition from one that could describe almost any
form of advertising or marketing. You can tell if a
piece of content could be part of a content marketing
campaign if people seek it out, if people want to
consume it, rather than avoiding it.
http://contentmarketinginstitute.com/what-is-content-marketing/

47. “execution become
content in a work
of genius”
Bill Bernbach

48. 48
big audacious stuff
that inspire
https://www.youtube.com/watch?v=XpaOjMXyJGk

49. 49
and educate
https://www.youtube.com/watch?v=XjJQBjWYDTs

50. 50
that address our
passion points
http://www.beinggirl.com/

51. 51http://www.makeup.com/
and interests

52. 52
https://www.youtube.com/watch?v=JatjOy_2QNE
https://www.youtube.com/watch?v=uacEzudprn0

53. 53
but also drive us
dircetly to the
products
http://www.wholefoodsmarket.com/

54. it’s all about managing creative
assets

55. with useful platforms
source: YouTube

56. Large-scale, tent-pole events or ‘go big’ moments
‘push’ content to raise broad awareness
Regularly scheduled ‘pull and bond’ content
designed for your prime prospect’s passions
and interests
Always-on ‘pull’ content designed
for your core target and category
related search
Hero
Help
Hub

57. HELP HUB HERO
pull pull & bond push

58. 58
VOLVO HERO
The brand pushes out ‘epic’
content that is desirable to see and
motivates shares because of its
uniqueness and quality
https://www.youtube.com/watch?v=M7FIvfx5J10

59. 59
VOLVO HUB
Brian’s Trucks series pulls in
audiences by appealing to a
specific passion, trucks. Audiences
actively seek out the content and
keep returning to the channel to
view more from the brand.
https://www.youtube.com/watch?v=krQEinPk1ds&feature=share&list=PLKFJ3tQvdojSny9VMFeTfrh6Pv0logxmR

60. 60
VOLVO HUB
Brian’s Trucks series pulls in
audiences by appealing to a
specific passion, trucks.
Audiences actively seek out the
content and keep returning
(bond) to the channel to view
more from the brand.
https://www.youtube.com/watch?v=krQEinPk1ds&feature=share&list=PLKFJ3tQvdojSny9VMFeTfrh6Pv0logxmR
VOLVO HYGIENE
On the Brian’s Trucks channel, the
brand interacts with viewers and
direct them to specific product
information vis links

61. 61
NIKE HERO
At over four minutes long
“Winners Stays” is more of a short
film than a commercial, and with its
star-studded cast and high-quality
production values, it’s an iconic
piece of “hero” content.
http://www.google.de/imgres?imgurl=http%3A%2F%2Fi.ytimg.com%2Fvi%2F3XviR7esUvo%2Fmaxresdefault.jpg&imgrefurl=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv
%3D3XviR7esUvo&h=1080&w=1920&tbnid=k6IF56BzsyqEHM%3A&zoom=1&docid=tSWmZ2dP6BedGM&ei=0pdMVcmRHoG2sAHM7YEw&tbm=isch&iact=rc&uact=3&dur=3303&page=1&start=0&ndsp=12&ved=0CCEQrQMwAA

62. 62
NIKE HUB
To incentivize fans and subscribers
to keep coming back to the channel,
Nike Football has also been creating
“hub” content for their channel. Nike
Football’s most recent
implementation of this strategy
comes in the form of its
animated #AskZlatan series.
https://www.youtube.com/watch?v=yWErpnR1FN8

63. 63
NIKE HYGIENE
Hygiene videos acts as hooks to
pull viewers into the channel –
something Nike Football does very
well with it’s “Nike Academy”
series and ‘how to’ videos such
as ‘How To Keep In Shape
Over the Holidays”
https://www.youtube.com/watch?v=DQnDVmOnLO0

64. 64
hero campaigns hero campaigns hero campaigns
hub campaigns
hygiene campaigns
awarenessandreach
time
365 vs. 360

65. it’s about content
serving commerce

66. IN CONCLUSION

68. In case of any questions, regarding
this presentation please do not
hesitate to get in touch with us.
LET´S GET IN TOUCH
68
Joanna Bakas
Managing Director LHBS
jb@lhbs.com
+49 151 6462 0741
www.lhbs.com

69. UNDERSTAND TODAY. SHAPE TOMORROW.
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