what do i know?
DESCRIPTION
Something I threw together during my days in Adland.TRANSCRIPT
![Page 1: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/1.jpg)
things i learned so far after 5 years in advertising
![Page 2: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/2.jpg)
what do i think i know ���[non-exhaustive]
• short term campaigns are moving to long term initiatives
• successful communication is a process
• simplicity should be standard
• people disguise bad thinking with long words
• businesses should have a noble purpose that motivates, galvanises [& makes money]
• lots of small things are better than one big one
• creative collaboration is key
• data, data everywhere but not a drop to drink
• entertainment meets utility + commerce
• brands are increasingly behaving like media
• good ads solve advertising problems, good agencies solve business problems
• gaming is mega
• brand humanisation
![Page 3: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/3.jpg)
short term campaigns are moving ���to long term initiatives
• WE NEED TO THINK BEYOND EXECUTION & SOLVE THE PROBLEM INSTEAD
• LETS GET CREATIVE UPSTREAM BEFORE GETTING CREATIVE DOWNSTREAM
![Page 4: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/4.jpg)
successful communication is a process
• WE SHOULD KNOW WHY PEOPLE WILL BELIEVE BEFORE COMMUNICATING IMPACT-FULLY
• “THE TRUTH ISN’T TRUTH UNTIL PEOPLE BELIEVE YOU, AND THEY CAN’T BELIEVE YOU IF THEY DON’T KNOW WHAT YOU’RE SAYING, AND THEY CAN’T KNOW WHAT YOU’RE SAYING IF THEY DON’T LISTEN TO YOU, AND THEY WON’T LISTEN TO YOU IF YOU’RE NOT INTERESTING, AND YOU WON’T BE INTERESTING UNLESS YOU SAY THINGS IMAGINATIVELY, ORIGINALLY, FRESHLY”���William Bernbach
![Page 5: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/5.jpg)
simplicity should be standard
• “EVERYTHING SHOULD BE MADE AS SIMPLE AS POSSIBLE. BUT NOT SIMPLER” ���Einstein.
![Page 6: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/6.jpg)
people disguise bad thinking with long words
• LETS TALK IN ‘PEOPLE’ LANGUAGE NOT IN CORPORATE / BUZZWORD SPEAK
![Page 7: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/7.jpg)
businesses should have a noble purpose ���that motivates, galvanises [& makes money]
• THE NOBLE PURPOSE IS A HUMAN TRUTH THAT TRANSCENDS CATEGORY
• PERSPECTIVE FOR INTERNAL & EXTERNAL PEOPLE TO CONNECT WITH
• IT SHOULD BE EXPRESSED IN MANY WAYS & TRANSFORM THE WAY YOU DO BUSINESS
• HUMAN UTILITIES CAN ENCOURAGE AND REWARD USER BEHAVIOUR AND PROVE OUR BRANDS PURPOSE IN THE WORLD
VW
![Page 8: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/8.jpg)
lots of small things are better ���than one big one
• WHY PLACE ALL OUR EGGS IN ONE BIG BASKET IN A WORLD THAT RELIES ON EXPERIMENTING & DIVERSIFYING TO SURVIVE?
• LETS TRY LOTS OF SMALL THINGS ALIGNED WITH THE NOBLE PURPOSE OF THE BUSINESS
• IT CAN MAKE BIG COMPANIES SEEM SMALL & HELP IDEAS SPREAD
W+K London - Nike Grid
![Page 9: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/9.jpg)
creative collaboration is key
• LIFE IS A TEAM-SPORT
• BRAND MONOLOGUES ARE SO OVER
• COMMUNITY CENTRED DESIGN MEANS 1+1=3
via BBH LDN BBDO Proximity - Doritos - The End
![Page 10: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/10.jpg)
data, data everywhere ���but not a drop to drink
• DATA IS NEVER JUST DATA; IT HAS A HUMAN CONTEXT SO SHOULD BE DESIGNED FOR IT.
• DATA DOESN’T STOP, IT KEEPS GOING AS SHOULD ITS MEASUREMENT.
• GOOD RESEARCH IS A MUCH NEEDED AND SOMETIMES UNDERVALUED ASSET
![Page 11: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/11.jpg)
entertainment meets utility + commerce
• MASH-UPS THAT CREATE CONVERSATION, COMMERCE, UTILITY & ENTERTAINMENT ARE THE WAY FORWARD
Droga5 NY - Jay-Z Decoded book launch
![Page 12: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/12.jpg)
brands are increasingly behaving like media
• BRANDS HAVE BECOME CONTENT CREATORS & CURATORS
• THEY SHOULD OWN THE MEDIA [BESIDES PAYING FOR & EARNING IT]
Toyota’s Prius Projects
![Page 13: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/13.jpg)
gaming is mega
• GAMING CAN CREATE BEHAVIOUR CHANGE & IS A MEGA GROWING TREND
• ITS ALSO ADDICTIVE
![Page 14: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/14.jpg)
great ideas transform
• THEY PUT A STAKE IN THE GROUND
• MAKE THEIR OWN MEDIA
• THEY’RE ENGAGING & REMARKABLE
W+K Portland - Old Spice
![Page 15: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/15.jpg)
brand humanisation
• PEOPLE DON’T FALL IN LOVE WITH BRICKS
• EVERYTHING BUSINESSES DO COMMUNICATES WHO THEY ARE
• TECHNOLOGY ALLOWS BRANDS TO ARTICULATE THEIR PERSONALITY THROUGH BEHAVIOUR & CONVERSATION
Fiat teaching people how to drive efficiently
![Page 16: What do I know?](https://reader034.vdocuments.mx/reader034/viewer/2022051013/5487d9e0b4af9f9b0d8b556b/html5/thumbnails/16.jpg)
good ads solve advertising problems, ���good agencies solve business problems
• THE SOLUTION TO A PROBLEM IS NOT ALWAYS AN ADVERTISING ONE
Amazon used it advertising budget to offer free delivery