Learning on the job By Jessica Brookes

www.jectaspecta.com

successful communication is a process

We should know why people will believe before communicating impact-fully

“The truth isn’t truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly” William Bernbach

VOLKSWAGEN BEETLE

data, data everywhere but not a drop to drink

Data is never just data; it has a human context so should be designed for it. Data doesn’t stop, it keeps going as should its measurement.

Good research is a much needed and sometimes an undervalued asset

simplicity should be standard “Everything should be made as simple as possible. But not simpler” �

Einstein.

people disguise bad thinking with long words Lets talk in ‘people’ language not in corporate / buzzword speak

businesses should have a noble purpose that motivates, galvanises [& makes money]

The noble purpose is a human truth that transcends category Perspective for internal & external people to connect with It should be expressed in many ways & transform the way you do business Human utilities can encourage and reward user behaviour and prove our brands purpose in the world

VW Create good behvaiour in a fun way

good ads solve advertising problems, good agencies solve business problems

The solution to a problem is not always an advertising one

Amazon used its advertising budget to offer free delivery to its customer

short term campaigns are moving toward long term initiatives

We need to think beyond execution & solve the problem instead Lets get creative upstream before getting creative downstream

lots of small things can be better than one big one

Why place all our eggs in one big basket in a world that relies on experimenting & diversifying to survive? Lets try lots of small things aligned with the noble purpose of the business It can make big companies seem small & help ideas spread

W+K London - Nike Grid

creative collaboration is key

Life is a team-sport Brand monologues are so over Community centred design means 1+1=3 BBDO Proximity - Doritos - The End

Nike ID

brands humanisation

People don’t fall in love with bricks Everything businesses do communicates who they are Technology allows brands to articulate their personality through behaviour & conversation Fiat teaching people how to drive efficiently

entertainment meets utility + commerce

Mash-ups that create conversation, commerce, utility & entertainment are the way forward

Droga5 NY - Jay-Z Decoded book launch

brands are increasingly behaving like media

Brands have become content creators & curators They should own the media [besides paying for & earning it]

Toyota’s Prius Projects

gaming is mega

Games are an effective tool for behaviour change It is a mega growing trend Its also addictive

great ideas transform

They put a stake in the ground Make their own media They’re engaging & remarkable

W+K Portland - Old Spice

BBDO Toronto – Skittles

where businesses go from here?

Put people & business first, then advertising Know your noble purpose and articulate it in what you do Have a personality & relate on a human level Look at the numbers & keep looking at them Get in to gaming Straight talk – less jargon Understand that collaboration is where great ideas are born Keep it simple not simpler