eurobest - remixing advertising

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.

:9>HDC/

7:NDC9⇥EGD9J8I>K:

:9>HDC/

EGD9J8I>K:

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

gustav@cpbeurope.comgustav@burtcorp.com