kingston uni talk 2013
TRANSCRIPT
Creative Futures ‘13
‘…It’s not complicated, it’s just hard…’
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Michael Slaby http://michaelslaby.com
Today • What made me?
• 8 lessons from 30 years
• A new model of creation
• The one secret to better creativity
• Q&A
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All the power’s in the hands of people rich enough to buy it !While we walk the street !too chicken to even try it
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Don’t be chicken
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h"p://farm8.sta.cflickr.com
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Wearable Frictionless Delivery Health Polarisation Resources
7
passion
IMP
What can I tell you after 30 years in advertising?
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Lesson 1. You are more than your course. You are creative
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Lesson 2. The best thing is to join a big agency. But the worst thing you can do is stay at a big agency
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Lesson 3. Lack of creative opportunities? It’s not the brief. It’s your attitude
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Lesson 3a. Lack of creative opportunities? It’s not the brief. (well, actually it might be, but its your job to spot that)
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Lesson 4. Make work feel like play, because play is like a human superpower*. This is the fun time enjoy it.
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* Zach Klein
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Lesson 5. Working for yourself is the most fun you can have as a creative. But it can be very expensive.
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Lesson 6. If you start repeating yourself its time to change. This can also be very expensive.
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Lesson 7. If people start talking about the ‘rules’. You are talking to the wrong people.
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Lesson 8. Create depth. Not just surface gloss.
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8 Life lessons
• Be more than your course • Don’t corporatise • Be opportunist • Be your own boss • Never repeat yourself • There are no rules • Aim to make history
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Now what?
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Make people want things
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Make people want things
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Make things people want
Collaborate
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Break things
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Flickr:ficklekni"er
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JBUlpTIkR6nWurvvPYIR_william_s_burroughs.jpgrapgenius.com
‘…when you cut into the present, the future leaks out…’
William S Burroughs
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Engaging customers today requires a
redefined marketing organization.
McKinsey Quarterly
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The House Worldwide is a new idea for 2013
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What is it? § A new global communications network § Independent § Senior talent § Collaborative
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A new model A new approach
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One that won’t suit everyone
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It suits the few who seek real change
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Embargoed Until 12.30 GMT, Thursday, February 6 !!
!!
The$Levi’s®$Brand$Introduces$Customized$Creative$Agency$Model!
Draftfcb(Worldwide(and(The(House(Worldwide(appointed(to(deliver(tailor8made(communications(for(the(Levi’s®!Brand(
SAN$FRANCISCO,$CA!(February!6,!2014)!2!The!Levi’s®!brand!announced!today!that!it!has!chosen!a!customized!advertising!agency!model!to!address!the!ever2evolving!needs!of!its!global!business!and!marketing! landscape.!Effective! immediately,! the! Levi’s®!brand!will!transition! to! a! combined! agency! team! from! Draftfcb! Worldwide! and! The! House!Worldwide!to!deliver!global!marketing,!creative!and!strategic!support.!!
Jen!Sey,!Chief!Marketing!Officer!of!the!Levi’s®!brand!said,!“We!are!very!excited!about!this!new!model.!We’re!getting!handpicked!creative!talent!from!Draftfcb!and!The!House!networks!at!both!the!global!and!local!market!level.!This!model!will!provide!us!with!the!efficiency!and!consistency!we!need!as!a!global!brand!as!well!as!the!means!to!drive!relevance!around!the!world!by!accessing!top2notch!local!talent!when!we!need!it.!!In!doing!so,!we’ll!strive!to!reach!passionate!new!fans!in!every!market!in!which!we!operate.”!!!
Richard!Pinder,!CEO!and!Founder!of!The!House!Worldwide,!said:!“Levi’s®!is!the!brand!whose!advertising!in!the!80s!convinced!me!to!get!into!the!industry.!!To!win!this!account!is!a!dream!come!true.!We!are!honored!to!participate!in!driving!the!success!of!such!an!iconic!brand!through!our!world2class!creative!talent!put!against!this!new!customized!model.”!!!
Carter!Murray,!Global!CEO!of!Draftfcb,!said:!“To!work!again!for!a!brand!we!handled!for!nearly!70!years!starting!in!the!1920s!is!immensely!exciting.!Joining!forces!with!The!House!to!deliver!locally!and!globally!for!the!Levi’s®!brand!is!a!cutting2edge,!world2class!move!that!will!undoubtedly!yield!great!returns.!Dominic!Whittles,!who!heads!up!our!San!Francisco!operation,!deserves!immense!credit!for!bringing!this!partnership!home!with!this!unique!model.”!!
The!tailor2made!team!for!the!Levi’s®!brand!includes!a!customized!strategy!and!account!team!built!across!Draftfcb!Worldwide!and!The!House!Worldwide,!with!world2class!creative!teams!from!Draftfcb!San!Francisco,!Draftfcb!Los!Angeles!and!The!House!Worldwide’s,!ChinaMadrid!in!Spain!and!CumminsRoss!from!Australia.!Whittles!will!oversee!North!America!and!Pinder!international!markets.!
!2MORE2!
Two bits of work, two lessons.
1. Always simplify 2. Don’t be afraid of causing a rumpus
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The British Pregnancy Advisory Service (BPAS) was becoming increasingly frustrated by the attitude of the Irish Government. Who continued debating legislation that does not provide the right or access to procedures that the majority of Ireland support. While turning their back on the thousands of Irish women travelling to the UK to seek medical advice and help.
BPAS asked us if we could help them spark a debate in Ireland
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Lenovo : Just simplify
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MEHR NEUES UNTER: LENOVO.COM
NEUNEWNOVOLENOVO
HALTE-MODUS STAND-MODUSKIPP-MODUS
1 Tablet. 3 Anwendungen. 18 Std. Akku.
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Summary
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1. You are lucky 2. You have a chance to make history 3. Rules are from the past, opportunity makes the future
4. I did mention a secret
The Secret
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Thereisalwayshope,thereisalwayspossibili.es,justliketheuncheckedlo"ery.cket
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Thank You Any questions?
@piehead
Homeslade.com