nz effie deck sep 2011
Post on 17-Oct-2014
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Presentation in NTRANSCRIPT
Hello
Creative work is effective work
7x
12x
5+=
3x
Why is most advertising
unremarkable?
“Highly creative but ineffective work is extremely rare, but very noticeable because it wins awards.
What’s less noticeable, but without any doubt of far
greater cost to the business community is the amount of uncreative advertising that creates little return on its investment. We’re bombarded with it everyday of
our lives. It’s the advertising we’ve grown so capable of tuning out of that we don’t even notice
anymore. The 2,998 ads you can’t recall from the last 24 hours. Clients of our industry spend billions of
dollars on them each year.
Call me crazy, but shouldn’t that be the problem we’re working to solve? ”
James Hurman
I’m going to be stupid enough to attempt to try and
answer that question
Make strategy more useful
1. Make better problems
Raise awareness
Make our brand more likeable
Sell more
“If you had to choose, would you rather be interesting or right?”Q:
—Malcolm Gladwell, GQ Magazine
“If I were President of the United States, I would rather be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist— what journalist would rather be right than interesting?”
A:
—Malcolm Gladwell, GQ Magazine
If you are interesting, interesting things
wil happen
Convince 999 out of a 1000 people they
could never be a Police Officer
Remind milk drinkers of the anxiety and
disappointment that comes when milk isn’t
available at crucial moments
Make any sandwich more exciting
2. Be in the service of people
Build bridges
3. Be a bit less visible
Remove friction
Elegant solutions trump elegant things
4. Break the tyranny of messaging
Stop communicating a product and start making communication products
Solve the business problem, don’t just
make an ad
5. Change the way we work
Big ideas aren’t so big anymore
‘From suck to non-suck’
Pixar
Build a culture of experimentation
not planning
Communications R&D
Eradicate the pointless quest for
perfection
“The show doesn’t go on because it’s ready; it goes on
because it’s 1130”Lorne Michaels
Stop working dumb
Be rewarded for good behavior
Embrace change
“If you don’t like change, you’re going to like
irrelevance even less”Gen. Eric Shinseki
Thanks
@garethkgplus.to/garethk