"understanding why creatives ignore the data staring them in the face – & how to help...
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A Talk & A Workshopwith Josh Sklar, President, CD and Chief Hereticof Heresy – heresy.co / [email protected]
Understanding Why Creatives Ignore the Data Staring Them in the Face& How to Help Them Embrace it
Advertising Heresies
Media channels should not be put into independent silos.
televisionprintdigital
© Steve (Maxx) Landeros
The “red thread” that runs through all marketing strategy in our
new, obsessively connected world is Digital.
Advertising Heresies
If you work in Digital you really are an adman, not just a nerd that isn’t good enough for TV and Print.
Advertising Heresies
© Carmen S
You do not have to be a developer, engineer or
technologist to know what the possibilities are.
Advertising Heresies
© Joshua Cripps
Turning 40 does not mean you’re “out of touch” and
can’t possibly understand new media and new audiences.
It means you have invaluable insights
in the form of something called experience.
Advertising Heresies
Clients should be considered and act as integral, contributing
team members all the way through.
Instead of decision makers to pitch ideas to
at scheduled milestones.
Advertising Heresies
You do not need to heavily invest in a BIG IDEA® –instead you can try many directions via small trialsin real environments and iterate those that work.
Advertising Heresies
© Pedro Salaverría
To be profitable,agencies do not need to:
• build complicated team structures• demonstrate success through
costly overhead• build up custom infrastructure• or, in other words, bill like lawyers
Advertising Heresies
© Yuri Barichivich
We shouldn’t give away the research, strategy,
and creative ideas.
We should be paid for our thinking;
not only media buys and execution of
“deliverables.”
Advertising Heresies
People should be given time to think and become inspired before committing to an expensive and defining strategy.
Being able to move fast is good. Having time for thinking things through is much better.
© Javier Fenoll
Advertising Heresies
Loyalty can be rewarded instead of abused.Quality of life and profitability can co-exist.
© Thirada Srinil
Advertising Heresies
Ad agencies can create “new” revenue streamsby owning and licensing
creative technology and content.
Advertising Heresies
Brands can bring creative strategy
in house.
Advertising Heresies
Creative ideas can be stronger if they rely on
insights gleaned from real data…
…instead of only gut and experience
in story-telling.
Advertising Heresies
Why Creatives Ignore© Dimitri Androutsos
• Damn it, Jim, I’m an imagineer not a statistician!
• Not given enough time to do the assignment, let alone absorb so much input.
• Planners and analysts tend to read endless data points at the creative team.
• Past experiences deemed useless and a waste of time.
© Taylor Beseda
The Creative Process
• Internalize the creative problem, the client’s goals and who the audience is.
• Empathize with the target audience’s pain points.
• Imagine what that individual will positively respond to.
• Absorb the assignment’s USP vs. those of the competition.
• Think of creative ways to tell a story that are tone appropriate and on message.
© Dimitri Androutsos
How to Help Them Embrace it
• Paint the data as insights, then portray the insights as scenarios.
• Help them distill what’s important.
• Write up a list of bulleted findings, categorized by insight or touchpoint as a handy reference — never simply leave behind a binder full of facts
• Be sure to share campaign results during and post, if you want them to care about applying data findings. Have a conversation about them.
© Fajar Andriyanto
A Day in the Life of Your Audience.From the time they get up until they go to bed…
list all of your opportunities for Reaching your primary audience and
brainstorm how to develop a relationship with them
via desirable and appropriate digital, social, and mobile approaches.
(Focus on: entertainment, information, and utility.)
Exercise
[email protected] / @chiefhereticheresy.co / heresy.me
+1 (512) 415-1698
Digital Doesn’t Matter (and other advertising heresies)http://facebook.com/digitaldoesntmatter