we need a new idea about ideas
Post on 17-Oct-2014
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Presentation at New Denver Ad Club July 23 2009TRANSCRIPT
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We need to have a better idea about our
ideas
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Advertising isn’t working
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Source: TGI
“I enjoy the ads as much as the TV programmes”
%
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Source: OMD Proprietary DVR Study 2006
%
“I don’t recall seeing any commercials while watching the programme” (American Idol or Desperate Housewives)
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Images courtesy of Russell Davies
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Images courtesy of Russell Davies (above) and Wooster Collective (right)
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Hugh MacLeod – gapingvoid.org
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What we do in totality as
marketers does very little to change consumer behavior
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Some inconvenient truths
“In most categories a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
Less than 1 in 10 ads seen as different
4% response rate successful in DM; 0.5% average click-thru rate for banners
3x $ spent on price cutting as on ‘brand building’ in packaged goods
Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey
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I think we’re using the wrong map; a map that does a poor job at describing the reality of contemporary culture
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We celebrate ‘big‘ messages rather than rich or generous
ideas
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Stop looking for the loud giant stuff.
The small marvels surround us.Warren Ellis
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Frank Chimero
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Nobody comes out of a movie saying, “that was a really
good film. I really enjoyed it.
It was really clear.”Russell Davies
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We celebrate ‘big‘ messages rather than rich or generous
ideas
We are obsessed by what things do, not what people do with
them
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Text
“Our focus should not be on emerging technologies but emerging cultural practices”
“A revolution doesn't happen when a society adopts new tools. it happens when society adopts new behaviors”
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Our frame of cultural reference is movies.
Yet more Americans played a video game in
the last six months than went to the
movies.
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As agencies we are very good at producing finite,
complete products.
We’re not very good at creating an open
process and designing for gaps.
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It’s not digital that’s important.
It’s participation.
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We celebrate ‘big‘ messages rather than rich or generous
ideas
We are obsessed by what things do, not what people do with
them
We have got our grammar all wrong
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It’s not about social media, it’s about social
ideas
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Sociability lies at the heart of
what makes great ideas today different
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Great ideas today are different.
Have a point of view on the world, not a position in the category.
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Have a social mission, not just
a commercial proposition.
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“Like any company we require a profit to stay in business. But it is not the reason we are in business.
The thing that has not changed from day one is the desire to make people think about the
world we live in. This is, and always will be, why we are in business.”
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Photo: Andrew Hovells (aka Northern Planner)
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Photo: Andrew Hovells (aka Northern Planner)
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Have a point of view on the world, not a position in the category.
Understand what people are interested in and work back from there.
Great ideas today are different.
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“Nobody reads advertising. People read what they want to read and sometimes it's
an ad.”Howard Gossage
“Often our biggest mistake as managers is believing that, in general, customers care
a lot about your brand. They do not.”Patrick Barwise
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Not sure a gorilla playing a Phil Collins drum solo wins us the Dairy Milk account
A text message from Laurence Green to Richard Flintham
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5 million views in 8 weeks
Sales up 7%, 30% greater than industry average
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QuickTime™ and a decompressor
are needed to see this picture.
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Have a point of view on the world, not a position in the category.
Understand what people are interested in and work back from there.
Do stuff, don’t just say stuff.
Great ideas today are different.
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It’s about ideas that can be advertised,
not advertising ideas
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QuickTime™ and aH.264 decompressor
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Have a point of view on the world, not a position in the category.
Understand what people are interested in and work back from there.
Do stuff, don’t just say stuff.
Do lots of things, not one thing.
Great ideas today are different.
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“Any idea is dangerous if it’s a person’s only idea”*
A culture full of depth and complexity
The rule of the 5% requires lots of matches to start a fire
Why not when the economics have changed?
* George Will’s take on the American idea, Atlantic Monthly, November 2007
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DO.
Learn.
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Provide anuplifting experience
that enrichespeople’s lives
language,eg ‘skinny’
specials eg frappucino
habitsformation
rangeand options
orderingsystem
starbuckscompany
baristaculture
‘my sister’book
africa 05
socialresponsibility
used groundsfor gardeners
fair tradecoffee
causepublicityin store
sofas andambience
hearmusicXm
burn your owncd
music cd
in storeperformance
and art
book reading
starbuckssalon
akelah and the bee
Source: John Grant, ‘The Brand Innovation Manifesto’
Coherency not consistency.
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Organize the world’s information
and make it universally
accessible and useful.
It’s about understanding distributed identity.
Google Search
Google 411
Google Docs
Googlelabs
GoogleShopping
Google Scholar
Google Books
GoogleMaps
Google sketch
Google.Org
Fossil fuel Challenge
Youtube
Chrome Browser
Blogspot
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High frequency. Low value. Semi-unpredictable rewards.
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The only big idea today is not to forget the little
ones along the way.
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Thank you Ed and Influx Insights for spotting this
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All this means how you design, create and
evaluate ideas has to change.
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Does it communicate?
Is it clear?
Is it likeable?
Is it engaging?
Is it replicable?
Is it magnetic?
Has it got depth?
Is it slippy and spreadable?
Is it participatory?
Is it generative?
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Thanks.
http://www.garethkay.comhttp://www.twitter.com/garethk