eurobest - remixing advertising
DESCRIPTION
Eurobest keynote, featuring Gustav von Sydow and Gustav Martner, on harnessing the idea of remix to increase impact and lower the risk for creating great advertising.TRANSCRIPT
GUSTAV & GUSTAV ON REMIX
GUSTAV MARTNERExecutive Creative Director
CP+B Europe
www.cpbeurope.comtwitter.com/martner
GUSTAV VON SYDOWFounder and CEO
Burt
www.burtcorp.comtwitter.com/vonsydow
CRISPIN PORTER + BOGUSKY
COPYBOXCreative writing for
creative people.
Burt.
MEME MACHINEDead simple dynamic ads.
RICHReports people read.Metrics that matter.
PRESENTER2009 WINNER
WHAT GUSTAV HAS LEARNT FROM GUSTAV.
1. REMIX.
REMIX IS NOTHING NEW.
NOT IN ADVERTISING, OR ANYWHERE ELSE.
BUT IT’S NOW IN THE HANDS OF THE MANY.
CHEAP HARDWARE
CHEAP (OR FREE) SOFTWARE
CHEAP (OR FREE) DISTRIBUTION
(back to the read and write culture)
REMIX USED TO BE OUR GO-TO-MOVE TO MAKE PEOPLE
UNDERSTAND OUR MESSAGE.
NOW IT’S ALSO OUR BEST TOOL TO MAKE THEM PARTICIPATE.
2. REMIX BUSINESS MODELS.
WEB 1.0 WAS ALL ABOUT BUILDING FROM SCRATCH.
WEB 2.0 IS ALL ABOUT BUILDING WITH BLOCKS.
INNOVATION THRU ASSEMBLY, RATHER THAN CLEVER CODING.
FROM ”THE NEW NEW”
TO ”X FOR Y”
THE BLOGGING/SMS REMIX
THE AIR-TRAIN - REMIX
The brief: Show that Scandinavian Airlines has an environmental concern.
THE WEB SITE THAT BECAME A CARD.
3. RELEASE EARLY,
RELEASE OFTEN.
GET VERSION 1 OUT THE DOOR.
THEN IMPROVE BASED ON FEEDBACK. FAST.
IT’S HOW GREAT PRODUCTS- AND COMPANIES - ARE BUILT.
COPYBOXWhere’s the Photoshop
for writers?
MEME MACHINEWe need a new breed of
ad servers!
RICHCan we get creatives to fall in love with metrics?
BURT’S JOURNEY:FROM WRITING REVOLUTIONARIES TO METRICS MANIACS
Ideas are too expensive or time consuming
Nobody understands campaign analytics
DO MANY THINGS.
SEE WHAT STICKS ANDPUT GAS ON THE FIRE.
IMPROVE.
RINSE AND REPEAT.
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HOW DO WE KNOW IF WE ARE ON THE RIGHT TRACK?
4. LOVE METRICS.
”I warn you against believing that advertising is a science.”
Bill Bernbach
ANYONE CAN LEARN TO LOVE RELEVANT AND ACCESSIBLE
METRICS.
DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
WHAT GUSTAV HAS LEARNED FROM GUSTAV:
1. CREATE TO BE REMIXED
2. REMIXED BUSINESS MODELS CREATES BETTER ADVERTISING
3. CREATIVITY IS MOMENTUM
4. LOVE (THE GOOD) METRICS
BUT CAN ONLY GUSTAV LEARN FROM GUSTAV?
CAN’T GUSTAV LEARN FROM GUSTAV?
“The real fact of the matter is that nobody reads ads. People read what interest them, and
sometimes it's an ad.”
Advertising legendHoward Gossage
“Selling to people who actually want to hear from you is more
effective than interrupting strangers who don't.”
Marketing 2.0 GuruSeth Godin
"The real fact of the matter is that nobody talk about brands. People talk about what interests them. Sometimes it's a brand."
Howard Gossage remixed
THANKS!
www.cpbeurope.comwww.burtcorp.com
twitter.com/martnertwitter.com/vonsydow
[email protected]@burtcorp.com