24. Channel: Websites Interactive Social/viral Mobile/Apps Search
Increase in
number of
brand
effects:
17% 15% -2% -5% -6%
digital works in different ways
Source: Binet & Field 2013, IPA dataBANK
25. is there a decrease
in commercial effectiveness?
26. is there a decrease
in commercial effectiveness?
29. hang on, let’s not
forget the ones
I’ve forgotten
kaiser chiefs the future is mediaval, met police choose
a different ending, dove ad makover, british airways
#homeadvantage, paddy power, royal borough of
greenwich, refuge , doritos etc etc etc etc etc etc etc
etc etc etc etc etc etc etc
47. communication
noun
1. the imparting or exchanging of information by speaking,
writing, or using some other medium.
"television is an effective means of communication”
50. 140characters SEO googleimages
facebook games experiential event/stunt
socialreviews adaptivedata longeformcontent
popsong programmes documentaries
Communal
Personal
modern stories are remixed
51. communication
noun
1. the imparting or exchanging of information by speaking,
writing, or using some other medium.
"television is an effective means of communication”
2. means of sending or receiving information, such as
telephone lines or computers.
"satellite communications"
54. You've got to create things
in such a way that people
will feel it in their gut.
Because if they don't feel
it, nothing will happen.
“ “
Bill Bernbach
68. the same,
done differently
what are the unmet needs?
what are the sources of friction?
what are the experiential contexts?
where are the network nodes?
where is the space & value in the idea?
TRANSFORMER
69. so, this is it
1. Thinking has got bigger, not smaller
2. Tech has set us free
3. Embrace your inner entrepreneur
Well hello
Fanscinating question: touch on 3 areas
Look the question in the eye a bit. Interrogate it until it confesses the truth
2. Ask how do modern ideas create value
3. What do modern ideas want from planners, and what does it mean for everyone in this room
Well lets look at this thing a bit as theres a lot going on.
A lot of innuendo and hidden glances.
Its got WEIRD BODY LANGUAGE this question
got the whiff of the LATE NIGHT TAXI DRIVER about it accusing, defensive, midly illogical
But it demands a reaction, so lets look it in the eye for a bit
I love the idea of crowding out – like a bouncer on a Friday night bundling out an unwanted reveller
“sorry mate, you cant come in techd out like that. It only big thinking allowed here. On your way”
As if big thinking only comes in non-tech sized packaging.
And tech is somehow dirty, beneath other ideas
For a moment, lets leave the idea that big thinking is good at the door, as that’s worthy of a whole other debate . Implicitly assumes tech is not big thinking
The question assumes a causal relationship: as tech has grown like weeds underfoot, our thinking has got smaller and smaller and is being strangled brief by brief.
Until presumably one day it will slip out view entirely It’s an easy assumption to make.
Tech doesn’t come in nicely honed endlines that shows how clever it is.
It doesn’t showboat in your living room, begging for attention… It just gets on with things.
Of course, this is absurd and downright dangerous line of thinking on a number of levels
Let’s start with the obvious
Google. A kind of oracle of human nature and intent.
A service that’s defined more than any invention since the history of mankind human intelligence – what makes us tick
Surely a kind of big thinking, no?
Can we imagine a world without it ?
Or can you imagine a world without apple?
Without an ecosystem of apps, without the iphone, without tables?
A service which has defined the architecture of modern ecosystems
Big thinking, surely?
Or can you imagine a world without apple?
Without an ecosystem of apps, without the iphone, without tables?
A service which has defined the nature of design experience and architecture of modern systems
Big thinking, surely?
Or a world without new platforms, like facebook, like twitter, like snapchat
That define nature of modern communication
That have their own behavioural ticks, languages and subcultures (#friendfriday, anyone?)
after all, if someone offered YOU £3bn for a service you’d thought of, would you turn them down:
no, sorry, the thinking’s not big enough yet….
Investors seem to think so –
after all, if someone offered YOU £3bn for a service you’d thought of, would you turn them down: no, sorry, the thinking’s not big enough yet….
We’re now well into a post digital era: 5 years since eco-drive
Sense that tech different operating model – in terms of output, inputs, thinking
Problems clients face are similar, but solutions quite different
Ways of working v.different – faster, leaner
Of course on the surface, it’s hard NOT to think our thinking has got smaller
Every hour there’s some shiny new idea in out slipstream that gets industry insiders into a tweetstorm.
Nowdays, that’s usually comes in a snack-sized format – a social this, and app that, a MEDIA FIRST!!!!
An industry which fetishises the new over the unchanging, these get unprecedented airtime.
My personal favourite
So of course it’s easy to lose sight of the big stuff we’re still doing
Because the signal to noise ratio has changed
So we need to distance ourselves, and stand back a bit to see the real picture
So let’s try and strip the question to it’s bare essence, and loot at the evidence objectively
If we’re to assume planning is about helping come up with ‘big thinking’ and has been even half useful as a catalyst for our ability to create new ideas and produce work with a powerful commercial effect,
then surely if tech has crowded out big thinking, then…
Ask them to answer
A WORLD PREMIERE of new findings
from adamandeveDDB’s Les Binet & Peter Field from IPAdatabank
Ask them to answer
Ask them to answer
Digital & tech are pretty fat words
Unhelpful in isolating the nuances of different roles and behaviours of different channels
More work needed here – especially around how to use and evaluate social
Even a cursory glance at recent APG and Cannes shows living in GOLDEN AGE OF CREATIVITY
Meercat a campaign which
JL making the nation cry and buy
Tourism Iceland promoting a country through personalised messages
BHF creating an appointment to view
VW Fun Theory using a social experiment to create behavioural change
Walkers Crowdsourcing flavours
Depaul ihobo using an App to increase donations
Sainsburys Creating a 50 minute documentary to sell a supermarket over Xmas
th
What about APG Grand Prix winners?
Columbian Ministry of Defence’s ‘operation xmas’
Objective: demobilise FARC guerillas
Idea: putting xmas lights on trees in main guerilla routes in the jungle that lit up when passed
“if xmas can come to the jungle, you can come home. Demobilise. At xmas everything is possible”
Why: great understanding of personal & behavioural context
30% uplift in guerrilla demobilisation
Banco Popular
Objective: instill hope in puerto Rico by fighting against welfare dependancy and subsequent reluctance to work
Strategy: Instill hope El Gran Combo salsa band to rerecord lyrics to its best known hit , and make it no1
Simultaneous broadcast, Facebook app, blogs, live concert, video documenatries, job fair
Evidence shows, if anything, that modern strategic thinking is more ambitious than ever
SLIPPERY QUESTION
DIFFERENT KINDS OF TECH THINKING
Of course, tech comes in different shapes in sizes, but let’s start off with the obvious
Fuelband is the current tech poster child, but it shines a light on a the beating heart of the new opportunities for agencies
To not just sell but help
To use Platforms to create a new distribution channel
Not exacltly small (INSERT PROOF/DATA)
Or the new john lewis campaign #bare and hare
Am sure you’ve all seen TV and have a point of view on it
Not as many of you might have seen the spin offs we’ve done
Created an interactive book read by Lauren Laverne>>>taking emotional connections with the story and the brand to far deeper place
“Using tech to get people to cry and buy” = Small but powerful
Tech is also starting to play complementary roles WITHIN campaigns
Here’s one I worked on: VW”s new Gold GTI campaign
Here we used a blended approach of comms + tech
Film was used to reaffirm GTI;s pioneering originality via a story (play ‘My Way’ film)
“Using tech to add a new dimension to the user experience”
Experiential enhancement of a product
Born from truth that music enhances our driving experience, takes it to another emotional level
We’ve that that to it’s natural conclusions to take one of best drivers car experience in GTI and pimp it to make it even more powerful
Working with Underworld, we’ve designed a unique experience which adapts to the way you drive.
Small but powerful.
Conclusion: little evidence planning thinking has “got small”, but has been adapting/flexing in new ways
strategic ingenuity doesn't respect channels or discipline /// now bigger & more exciting than ever
Modern thinking and ideas are made of technology.
Not oil and water, but similar elements
With a networked economy driven by internet of things, all this raises a fundamental question
What is the nature of ideas + what does it mean for planning and for planners?
Want to answer two questions
Start Pay more
We’re not (yet) in the business of logistics or M&A’s or organisational operating models
Our medium of choice is the world of communications, of expression and interaction
But the word communications exposes the divide that exists at the heart of this debate
On the one hand…
It’s about creating stories
Our classical model defining “the what” – fixate on the messaging and the response
How does that work?
Campaigns create a wave of new energy
As work from Binet, Ehrenberg and Byron Sharp shown, that creates business growth through attracting new users into a brand
But it’s a relatively quick hit that subsides unless you keep topping it up
Of course, modern comms are now not just told but RETOLD and REMIXED
Through the medium of 140 characters, and SEO
Opportunity here is to LEAVE SPACE IN THE IDEA for others
The what: Nature of distribution
More disruptive>>> opportunity is to change the business model itself
Platform tech such as games, apps and user platforms seems to work in a slightly different way
their real value lies in opening up a new paths to purchase, and in reinforcing usage and SUSTAINING energy
If that’s true, then it helps us start to define where the value in the new idea economy lies
And the different ways planning can add value
Campaigns may INCLUDE tech, but they operate in a different way to tech-based platforms
So we need to design campaigns that BLEND platforms and campaigns,
that joins up new business channels with brand strategy and unifies story content with user needs to release new energy
WHAT DO IDEAS WANT FROM PLANNERS?
Id argue we need to do what have ALWAYS done at our best
By empathising with people, knowing what makes them tick and what makes them frustrated
And helping design better solutions that get them in the gut
CATALYSTS for transforming business (just do it; we try harder; every little helps)
ideas so outrageously smart they give clients unfair advantage;
always been shaping future Vs ordinary
Be “revelationaries” (ev. element in brief)
Still a need to have HIGHER VISION for a business
A simple rallying cry to get an organisation behind. Often expressed in copy
Difference is that no longer means to create feeling
>>>need to translate this into BEHAVIOURS, ACROSS ORGANISATIONAL SYSTEMS
with CTO’s and Operations Directors/Customer Services
So I believe technology sets planners free to apply entrepeneurial skills
At our heart we need to be MORE COMMERCIAL than ever
More revelationary about where fresh opportunites lies
Bigger influence that ever, across more parts of the business
But we need new skills and behaviours
Culture – faster + more fluid/polemic/improvisational ; a parallel with music dance/beats vs melody
Need to ADAPT OUR OWN OS; resistance to change is futile (record labels) vs spotify
creators of new future AGILE
A provocation
Maybe we fetishise thinking too much
And that’s our biggest threat to adapting
Because the new OS values a different depth of collaboration
Our classic skills to synthesise, apply clarity, creativity and rigour are more valued than ever
But the practice of applying them is more fluid, faster
Producers of creativity, curating teams
In a world where we need to make complex simple
Extreme reductiveness: deciding what NOT to do in world of unlimited choices
Model PIVOTS with lower costs of production
from Think>>do>>learn to do>>learn>>think
We can now test out hypotheses more quickly
New creative context = role more 3D thinking
entrepeneural skill in identifying scale of emotional reaction/response in a given context
Traditionally good at understanding challenge in terms of brand out>>>consumer + category + culture
To elicit deep emotional respsonse
Now need to understand contextual inputs
How does it blend together?
What is used, when, how?
Need to start having more of an affair with different kinds of data
Data which explores the dynamics of user journies and customer experiences
Both hard behavioural stuff and emotional traces
We need to design experience blueprints for clients = UX should be our best friend
Huge role in helping synchronise how platforms and campaigns fit together
And orchestrating the elements WITHIN A BUSINESS
Get better at getting other people to do the extraordinary
Get better at defining roles of diff content/experiences across a user journey and ecosystem
tech = oxygen for revolutionary thinking
ie same as always been look BEYOND the Comms brief to influencing the business model, product and operations
Means = different
“not PowerPoint slave but organisational catalyst”
more entrepreneurial/likeDJ's designing overall flow of the experience
clear vision of end response, and end product
Asking different kinds of questions
Unmet needs
Sources of friction
Experiential contexts
Network nods
Space & value in the idea
What have we learnt in the last 20 mins
Context: defining roles of diff content/experiences at diff times eg converse SEO takeover;