when the readers become writers (or the evolution of advertising creative)
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The evolution of advertising advertising creativity.TRANSCRIPT
when the readers become writers,
what do the writers become?
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Finding out what to say is the beginning of the communication process. How you say it makes people look and listen and believe.
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a brand is what a brand says it is.
1960 - 2000
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creativity attention-getting
original
unexpected
entertaining
emotional
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Great advertising expresses what a brand stands
for and invites you to share in its beliefs.
Good advertising tells what a product
does and why you should buy it.
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a brand isn’t what a brand says.
a brand is what a brand does.
2000 - Beyond
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Creative is no longer about
good advertising or bad advertising.
It’s may not even be about advertising.
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Creative is no longer about
good advertising or bad advertising.
It’s may not even be about advertising.
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Consumers don’t want to watch and read and consume.
They want to participate, share and respond.
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Consumers don’t want to watch and read and consume.
They want to participate, share and respond.
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Once we were in the
business of telling stories.
Now we are in the business of
getting others to tell stories for us.
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create stories with us
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become the story themselves
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building platforms that earn attention
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creating utility rather than messages
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finding new ways to deliver service
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helping customers make decisions
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including them in the marketing
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providing collaborative advantages
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owning the media
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understanding context
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old questions who is our target audience?
what is the problem we are trying to solve?
what differentiates us?
what is our main communication point?
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new questions Who is our community?
Where do they hang out?
What is their relationship to media,
technology and community?
What value are we providing?
What is our content?
Why will people share it?
How can they get involved?
What will keep it going?
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attention-getting
original
unexpected
entertaining
emotional
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attention-getting
original
unexpected
entertaining
emotional
shareable
interactive
participatory
useful
ongoing
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Instead of having advertising ideas, we need
to have ideas that are worth advertising.
Gareth Kay
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create content that generates more content
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learn to leverage the network effect
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let’s embrace a new definition of creative and story telling
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the future of advertising is story telling
and software working together
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it calls for a new kind of person
content strategist
copywriter
art director
web designer
IA/UX
programmer
video producer
connection planner
PR/social media
media
analytics
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be curious
embrace collaboration
seek collisions
stay unbound
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