Results tagged “creative” from experiential thoughts
why is it that when out and wandering all sorts of ideas and concepts pop into ones head, but when tasked with a particular challenge the flow can seize up? it's a strange coincidence that can be generally broken by introducing multiple brains into a brainstorming mix, and accentuated when solo.
of course, one solution is to go out and wander... the internet, the office, the neighborhood, the world.
that often seems to work quite well.
of course, one solution is to go out and wander... the internet, the office, the neighborhood, the world.
that often seems to work quite well.
This one's been languishing, so I'm just going to post it in phases.
I've had it with the obsession in the advertising and marketing world with the "Integrated Big Idea". This barely worked when all that agencies produced was TV and/or Radio and a bit of Print. It is completely irrelevant in the land of fragmented media, prosumers and multiplatform browsing. The idea that a single idea will work in all platforms for all consumers not only demeans the user/consumer's intelligence but assumes that the agency is capable of omniscience.
Any decent idea idea may be great for one platform. It may even be great for several -- an idea based around entertaining the potential consumer can work in TV, online, long form, etc... but it will likely require a diverse group of creative people for creation -- I've met very very very few writers that are good at multiple lengths of storytelling. Most of the ones out there are very busy.
Why does the industry insist on forcing ideas to cover multiple platforms? To paraphrase Benjamin Palmer's quote in an Adweek article "you have a different brand when talking to your grandma than when with your girlfriend, why shouldn't a company?" Different people consume different media and have different expectations from their consumption, so why do agencies insist on trying to come up with ideas that cover many types of media? Oh yeah, because we've made a big deal out of the idea of "Integrated".
Let's get over it. Integrated should be about opening lines of communication across all platforms, and being consistent with your offering in those platforms. I would expect a company to talk to me differently than they talk to a 15 year old or a 50 year old. BUT I would expect them to be true to the consistency of their offering and the discussion there of. Don't tell me one thing and someone else something contradictory, because we'll find out and likely both be pissed off. But if you produce a piece of entertainment that doesn't appeal to me, that doesn't mean it will necessarily turn me off, I'll just ignore it. So don't try and make the idea that works for the 15 year old work for me, invite more creatives and come up with something else. Then do them both.
I've had it with the obsession in the advertising and marketing world with the "Integrated Big Idea". This barely worked when all that agencies produced was TV and/or Radio and a bit of Print. It is completely irrelevant in the land of fragmented media, prosumers and multiplatform browsing. The idea that a single idea will work in all platforms for all consumers not only demeans the user/consumer's intelligence but assumes that the agency is capable of omniscience.
Any decent idea idea may be great for one platform. It may even be great for several -- an idea based around entertaining the potential consumer can work in TV, online, long form, etc... but it will likely require a diverse group of creative people for creation -- I've met very very very few writers that are good at multiple lengths of storytelling. Most of the ones out there are very busy.
Why does the industry insist on forcing ideas to cover multiple platforms? To paraphrase Benjamin Palmer's quote in an Adweek article "you have a different brand when talking to your grandma than when with your girlfriend, why shouldn't a company?" Different people consume different media and have different expectations from their consumption, so why do agencies insist on trying to come up with ideas that cover many types of media? Oh yeah, because we've made a big deal out of the idea of "Integrated".
Let's get over it. Integrated should be about opening lines of communication across all platforms, and being consistent with your offering in those platforms. I would expect a company to talk to me differently than they talk to a 15 year old or a 50 year old. BUT I would expect them to be true to the consistency of their offering and the discussion there of. Don't tell me one thing and someone else something contradictory, because we'll find out and likely both be pissed off. But if you produce a piece of entertainment that doesn't appeal to me, that doesn't mean it will necessarily turn me off, I'll just ignore it. So don't try and make the idea that works for the 15 year old work for me, invite more creatives and come up with something else. Then do them both.
A article in yesterdays NY Times did a great job of illustrating to me the ingrained flaws in the way ad agencies and the people that run them think. Never mind that the article starts out with: "DECADES ago, brewers determined that television commercials were just
about the best way to sell beer..." Decades ago? and that should be relevant still now why? But the thing that really pissed me off was at the end of the article:
The article in full can be read here >>
Even so, Mr. Haven [Jim Haven, co-founder & creative director @ Creature] is demonstrating a fondness for kicking it old school. From all the film shot in Mexico for the online videos, “we cut a couple spots” in 30-second lengths, Mr. Haven said, that could become TV commercials.
“And the music is licensed for air,” he added hopefully.
The article in full can be read here >>
There's finally starting to be a lot of talk in agencies, media companies and marketing consultancies about leveraging data in optimizing campaign effectiveness. Adweek's recent article about the concept reminded me of a concept I've been thinking about on and off for some time now.
What if we not only started leveraging campaign and interaction data to optimize, update and inform creative, but also started leveraging real time market data as well? By this I'm saying -- take the Wall Street model that Adweek references, and incorporate not just the methodology but the data as well. What if your marketing analytics dashboard not only gave you insight into not just what your potential customers were doing within various media, but what related and competitive firms/products were doing in the market? Furthermore, what if you could cross compare online and offline buzz & media trends in regard to your industry/product/consumer mood with which media units were being engaged with? Seems to me like you have a hell of a lot more insight into where you and your company/product/service fit into the current and trending conversation.
Sounds like it could be one heck of a tool to build and make relevant, and probably far more complex than any agency or marketing consultancy would be willing to invest in at this point. But the one that is willing to will leap far ahead of the others. This kind of tool is much like the kinds of quant & trends tools that hedge funds have used to become the trading powerhouses that they are, and could play the same role in remaking the marketing services landscape.
I guess this brings me back to my title - what is your plan for leveraging data? As a corporate marketer, are you talking to the folks in the financials and information services side of your organization to build better dashboards that look at the bigger picture? As a marketing services firm, are you asking your clients to partner with you on the development of such dashboards? Are you willing to test not just 10s but 1000s of pieces of creative and let them auto-optimize? Are you willing to take the investment and financial risks to make this kind of change happen? And are you willing to let realtime quant systems make your least favorite creative run everywhere and your most favorite creative end in the dustbin?
I personally look forward to the growth of these kinds of systems, and hope to be part of building one and putting it to use for clients. Anyone want to help me build it?
What if we not only started leveraging campaign and interaction data to optimize, update and inform creative, but also started leveraging real time market data as well? By this I'm saying -- take the Wall Street model that Adweek references, and incorporate not just the methodology but the data as well. What if your marketing analytics dashboard not only gave you insight into not just what your potential customers were doing within various media, but what related and competitive firms/products were doing in the market? Furthermore, what if you could cross compare online and offline buzz & media trends in regard to your industry/product/consumer mood with which media units were being engaged with? Seems to me like you have a hell of a lot more insight into where you and your company/product/service fit into the current and trending conversation.
Sounds like it could be one heck of a tool to build and make relevant, and probably far more complex than any agency or marketing consultancy would be willing to invest in at this point. But the one that is willing to will leap far ahead of the others. This kind of tool is much like the kinds of quant & trends tools that hedge funds have used to become the trading powerhouses that they are, and could play the same role in remaking the marketing services landscape.
I guess this brings me back to my title - what is your plan for leveraging data? As a corporate marketer, are you talking to the folks in the financials and information services side of your organization to build better dashboards that look at the bigger picture? As a marketing services firm, are you asking your clients to partner with you on the development of such dashboards? Are you willing to test not just 10s but 1000s of pieces of creative and let them auto-optimize? Are you willing to take the investment and financial risks to make this kind of change happen? And are you willing to let realtime quant systems make your least favorite creative run everywhere and your most favorite creative end in the dustbin?
I personally look forward to the growth of these kinds of systems, and hope to be part of building one and putting it to use for clients. Anyone want to help me build it?
