dmc 2013. tor myhren. Как создавать рекламу, которая станет...
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Как создавать рекламу, которая станет частью поп-культуры. Автор: Tor Myhren, Worldwide Chief Creative Officer, Grey Group; President, Grey NYTRANSCRIPT
A culture of creativity.
Creatively digging up human Insights.
© MOTIVEQUEST 1/7/13 54
The topographical map shows clusters of
conversations.
The higher the peak the more
people are involved in the conversation.
HUNTING CONVERSATIONS: The hunting conversations deal not just with the retailers and goods, but also the emotional component.
Goods: Shoes, purses, jewelry, clothes
Source: Treasure Hunting, 5/1/2008 - 4/30/2009
Retailers
Emotional Component: Love, high, excited Budget, costs
YOU ARE HERE
You can close your eyes. But you can’t turn off your nose.
Amplify a hit.
Create a universal language.
The Healing Powers of Creativity.
It only takes one.
THE ONLY AGENCYFEATURED IN FAST COMPANY MAGAZINE’S
“50 MOST INNOVATIVE COMPANIESIN THE WORLD” ISSUE
IN 2010 AND 2011.
“For surprising, clever,
story-driven marketing that penetrates the
culture”
2011
Grey New York
2010“Grey built up a cost-efficient in-house production depart-
ment that helped it win business from brands such as BMW, DirecTV, and the NFL.
While ad spending industry-wide plummeted 11%, Grey’s
operating profits were up 44% due to the once staid agency’s
new-found DIY scrapiness.”