EFFECTIVE CREATIVITYIntegrating creative, insight, and technology.

7 AUG 2013HUSANI S. OAKLEY WIEDEN + KENNEDY NY

Today’s agenda:

9:30am - 11:00am:

Creative exercise.

11:30am - 1:00pm:

Concept review. !

Find the big idea. !

Enhance with technology.

2:00pm - 3:00pm:

Creative + technology.

3:00pm - 4:00pm:

Q&A

9:00am - 9:30am:

Welcome and introductions.

(11:00am - 11:30am)! (1:00pm - 2:00pm)"

who am i?

who is w+k?

who are you?

A creative exercise.Next year, OutdoorWorld is launching a completely redesigned website, with modern features inspired by amazon.com and other leaders: !• Collaborative filtering (“People who like this product also like...”) • Product ratings and reviews • Real-time product availability

!Along with an increased social media presence, they want this new site to allow them to reach a broader market and younger consumer. The new site is being built by an internal team.

A creative exercise.

INSIGHT: OutdoorWorld’s research and experience with customers has shown them that outdoor gear consumers value history -- and the product expertise that comes with that history -- more than price.

INSIGHT: 30% of existing website traffic comes from mobile devices. Most traffic (mobile and desktop) is direct, with 1/3rd from organic search.

OutdoorWorld’s marketing budget for this initiative is large. They want ideas of all types for a relaunch campaign - digital, tv, and OOH.

A creative exercise.Your task, should you choose to accept it, is as follows: !1.Break into teams of two. 2.Come up with a high-level idea -- a story -- that OutdoorWorld can communi-

cate to potential consumers. 3.Riffing off that idea, come up with as many executions as possible. Integrated

ideas are better, but separate digital / tv / OOH ideas are ok.

idea review

!

concept review what is the big idea?

how can each execution be enhanced with technology?

"

creative + technology how do you integrate? has it been successful?

some ideas...

creatives and technologists

!

a brief !

24 hours

Have a hackathon.#

find great work write about it !

share

Keep track of what’s happening.#

!

EYEO !

XOXO !

SXSW

#

Conferences are much more than funny acronyms.

Always be coding. Ship, ship, ship.

#

q&a

thanks!