Download - 3 x 3 for Global Creative in 2014
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3 X 3 For Global Creative in 2014
!Imperatives in Business, Design &
Technology for everyone in the creative business in 2014.!
!With book references and cases!
!Sami Viitamäki, TBWA\!www.samiviitamaki.com!
www.tbwa.fi!
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BUSINESS
1. Get to Your REAL Business 2. Have a System 3. Use Your (Global) Brain
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1. Get To Your REAL Business
• Ads and websites are already commoditized; building brand equity is always at a premium.
• You need to clearly differentiate creative vs. routine business models. Learn from consultancies.
• To be more relevant and truly creative, you need to understand also your client’s business in-depth.
• Instead of memorizing market share and SOV data, understand their business ecosystem & dynamics.
Further Reading: Business Model Generation
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2. Have a System
• Contrary to the ‘perfect brief’ dream, creativity flourishes under strict constraints and the right system.
• If DARPA can use a system to create microwaves, GPS and the internet, why couldn't you formulate success?
• We’ve been in transition and flux since 2008, but now’s the time to lay down the rules for your business.
• A system enables you focus on better and more profitable work, with happier employees to boot.
Further Reading: Lateral Thinking
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3. Use Your (Global) Brain
• Advertising is traditionally cultural and local. As a result, creative networks are fragmented and rigid by default.
• However, greatness in marketing is now defined by global interests, audiences and standards.
• Harness the brainpower of your people. Encourage and reward sharing, and build global practices.
• Have less fixed job descriptions. Utilize flexible, skill-based resourcing to move brainpower where needed.
Further Reading: The Future of Management
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Our Success Case
McDonald’s x Angry Birds
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DESIGN
1. Balance Help vs. Hype 2. Revive the Power of Story 3. Drive Everything with Data
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1. Balance Help vs. Hype
• Big Ideas are more and more about ongoing services or content that help and inform the audience.
• Explosive Top-of-Mind is useless if exploration and decisions are better supported by competitors.
• Proactive and innovative services cut through the clutter, even as audiences grow ever more demanding.
• Hype is necessary to get the traffic. But hype is easier to build when you’re being genuinely useful.
Further Reading: Youtility
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2. Revive The Power of Story
• In the chase of the next big thing, basic storytelling and storytellers have been left undervalued.
• Stories are an essential part of being human. We crave them, seek them – and invent them if we can't find them.
• Get back to writing a powerful brand story and delivering meaning, both in content creation and service design.
• Build on your greatest, differentiating strength instead of downplaying it. Also clients need stories to believe in.
Further Reading: The Storytelling Animal
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2. Drive Everything with Data
• With SaaS & API's, collecting data on people’s behavior is now easier, faster and more affordable than ever.
• Focus your resources to better analysis. Feed everything from Big Ideas to micro-targeting with data.
• Use data to also prove your impact beyond direct sales, from reach to loyalty and Word-of-Mouth.
• Be curious and get better at asking the right questions. Tools will only get you numbers, thinking gets you insights.
Further Reading: Data-Driven Marketing &
How to Measure Everything
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Our Success Case
Adidas WindowShopping
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TECHNOLOGY
1. Know Your Platforms 2. Get from Digital to Technology 3. Work and Test in Real Time
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1. Know Your Platforms
• As people, things, places and data become connected, it’s platforms that get them talking and interacting.
• Platforms are resisted (NYC Hotels vs. Airbnb; French Taxis vs. Uber), but they will win for they bring the value.
• Unlock this value by knowing the right platform to use for the job, and also the quirks within platforms.
• Mobile use already exceeded TV use. Know your mobile platforms well, or your content won’t exist in 2014.
Further Reading: The Age of the Platform
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2. Get from ‘Digital’ to ‘Technology’
• While moving beyond advertising and communications, you need to update your skillset.
• Bring in technologists, engineers and inventors. Empower them already in the research & creative phases.
• Wearable tech, accessories, connected products, etc. require technology and engineering skills.
• Just having tech gear and people around sparks new creative ideas, also within your existing staff.
Further Reading: What Technology Wants
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3. Work and Test in Real Time
• Today’s market is a 24/7, always-on experiment. Check your goals, milestones, test methods and criteria.
• Think about your work as an infinite process loop instead of a project. Value and sell it accordingly.
• Be curious about your content, the response in the audience, and especially the change in behavior.
• Insist on agile building and testing instead of months-long boardroom rounds and subjective guesswork.
Further Reading: Growth Hacker Marketing
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Our Success Case
Nissan NISMO Watch
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THE BOTTOM LINE
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Innovate Or Die
• Without radical innovation and disruptive work, you won’t be a creative agency in 2014.
• Storytellers need to get together with designers, entrepreneurs and inventors to unlock unprecedented value.
• As devices and people at the fringes become ever smarter, innovation happens at the edges.
• Encourage and motivate your people to innovate continuously, or lose their power and momentum.
Further Reading: Lean Startup, UX & Analytics
52 Tools to Innovate like a Startup
@ Slideshare
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Thanks for#Your Time!
Contact:
[email protected] +358 (0)44 906 6650
@samiv
www.samiviitamaki.com www.tbwa.fi