Contagious is highlighting the key shifts in tech, consumer culture and marketing.
The rise of virtual reality. The report takes a closer look at visual culture: increasing importance of image-led social sites. The importance of mobile video: Periscope, Snapchat. Read the full report: Most_Contagious_2015_Report
The ‘why’ of ID&T: the search of who you are, to give something in return, giving meaning. A very good example of Simon Sinek’s why, how what.
The movie ‘Creating Relevance by Design’ illustrates the changing rol of design agencies from designers of ‘good products’ towards ‘creating value for their clients’.
Rory Sutherland knows how to save marketing. A very good article published in Wired where he discusses important business and behaviour issues. The human is far less a rational calculating machine than a kind of anxious, moralising, herd-like, reciprocating, image-conscious, story-telling game theorist. While facing an influx of data presented to us in everyday situations, we adopt cognitive short-cuts.
#1 The mere availability effect – mental proximity
#2 Habituation and defaults – “If nothing bad happened last time, do what I did last time.”
#3 Social proof and contagion – herd heuristic
#4 To a game theorist customer loyalty is not irrational
His recommendation: It is not to the next Steve Jobs or Bill Gates that we should look for the next great revolution in economic life, but rather to thinkers such as Daniel Kahneman, Robert Kurzban, Dan Ariely, Robert Trivers, Gerd Gigerenzer, Timothy D Wilson and John Tooby.
Watch here the story of the Inverted Bike Shop http://vimeo.com/36258512. A unique approach to business.
Oreo ad ‘Whisper Fights’ shown during super bowl 2013. And the story continues online with great faux storytelling. For decades, consumers have been separating Oreo cookies from their cream… And then you get this.
A new interesting presentation by Helge Tenno on positioning.
The term “archetypes”, as it is used in marketing today, has its origins in Carl Gustav Jung’s theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. There are 12 archetypes which symbolizes a basic human need, aspiration or motivation. In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits.
Top tips for being a great planner :
1) LISTEN: Listen to your clients, listen to your account team, listen to your creative team. No one listens enough and yet all the answers and opportunities are there if you listen. Advertising people are notoriously bad at listening to clients and really hearing what they have to say. Creative people are not always just being defensive when telling you why they don’t accept the client’s view.
2) BE BRAVE: Tell people what you really think — what your heart tells you is true. Don’t be swayed by the intellectual arguments because they sound good, when you know deep down they are flawed.
3) ALWAYS BE GREAT: Never hear yourself say ‘that will do.’ Average work always starts somewhere. Make everything you do be the best it can be.
4) RELAX: Be comfortable with uncertainty and imprecision. Half formed ideas are the bread and butter of creativity. Don’t try to understand or grasp the whole too early. When working with creative people make sure there is space around ideas.
5) BE DIFFERENT: Always try things you haven’t done before. New ideas and insight are more likely to come when you are experimenting. Look for insights in unexpected places.
6) BE A TEAM PLAYER: Recognize that developing creative ideas is a team process. It is not just down to the planner and the creative team. Involve people. Seek lots of opinions as this will help feed your imagination and increase the chances of success.
7) HONESTY: Tell your creative team the truth. Tell it to them straight and make sure they hear it from you and not anyone else. Tell them as soon as you walk back to the agency. If they are not there leave a note and go back later.
8) FAMILIAR FACE: Get to know your creative team. Don’t only turn up for meetings. Pop in and see how they are doing. Tell them something you have thoughts about that could be useful.
9) BE VISUAL: We live in a world that is over loaded with information. Make your mantra to be a picture can say 1000 words. Use images, videos and pictures to express feelings and emotions. After all, as planners, you work in the creative industry.
10) MAKE IT FUN: We all learn through experience and being involved. Find ways to involve your account team, your client and your creative team. Work should be fun. The best work comes more easily when it is fun.
Source: Account Planning Group -Vanella Jackson
Media neutral model
A single idea or thought is spread across the different touchpoints. This is believed to be more effective as the same idea is represented in various media, which reinforces the impact on the consumer. This is illustrated in the media neutral planning model. The main question here is ‘what is the right media mix?’.
Transmedia narrative – a story that unfolds across different platforms. Question here is ‘how do we create fans who talk and share their experiences with their friends and social networks’? The model underneath illustrates that thought. Although the consumer experiences the brand narrative in a non-linear way, as a planner you still need to know (in a linear way) what to communicate when and how. That is the challenge.
SPARK IDEAS 