the brief in the post digital age
Post on 11-Aug-2014
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Hello #digiwork
Gareth KayDirector of Digital Strategy
Goodby, Silverstein & Partners@garethk
What I learnt on the interweb about yesterday
Lots of smart people talked
Knowledge was shared
Presenters were funny
It’s better than SXSWi
I gained 100lbs overnight
Don’t be late
I’m royally f***ed
1992
All very similar
A problem to be solved by advertising
‘Consumers’ to ‘target’
A message to say at them
Reasons to believe
Tone of voice
Maybe, if lucky, what space you’re filling
New technology
New technology,different culture
“This stuff is as mainstream as it can be. Google, the iPhone - these move the culture more than The Beatles did in the ’60’s. It’s shaping the human race.”
- Andy Hertzfeld
“Nobody comes out of a movie saying, “that was a really good movie. I really enjoyed it. It was really clear.”
- Russell Davies
$310 million
$220 million
$77 million
Technology has driven dramatic, and continuous, cultural changeMore participatory
More social and communal (arguably amplifying who human beings are)
More fragmented
More transparent
More playful
‘Always on’
Location increasingly important
So, obviously, the brief remains the same...
“I’m just surprised that no-one’s thought of a better idea yet”
Stephen King on Planning
This isn’t about the digital brief.
It’s about a better brief for the post-digital world.
It’s not simply about the brief.
It’s about asking having a better map of the world to ask better questions.
What we do, not what we say, matters.
We’ve only ever noticed peacocks.
Changing our behavior changes how we think.
We need to be like bowerbirds.
We now live in age of ideas that do.
Stop communicating products and start making communication products.
Useful entertaining or memorable,not interruptive, experiences.
Create, don’t fill, media space.
Not just what we dobut what people do to what we do.
We tend to design finite, complete products.
We’re not very good at designing for gaps.
From a downloading culture to an uploading culture.
Customers don’t own brands but they do want to participate.
- Charles Vallance
Slippy > sticky.
Generous ideas are bigger than big ideas.
Have a social mission, not just a commercial proposition.
Understand what people are interested in and work back from there.
Be media positive
Radiohead went out to where people are and built experiences there with partnerships like:
- iTunes for remixes- aniBoom for an animation contest- Google for 3-D video
“Media is less and less often about crafting a single message to be consumed by individuals, and more and often a way of creating an environment for convening and supporting groups.”
Small is the new big.
“The bigger a brand gets, the smaller it should act, because no one likes big.”
“Any idea is dangerous if it’s a person’s only idea”A culture full of depth and complexity
The rule of 5% requires lots of matches to start a fire
Why not when the economics have changed and the cost of failure is near zero?
Roulette isn’t responsible
“The mistake of science is to pretend everything is a clock when the world is a cloud.”
-Jonah Lehrer, referencing the work of Karl Popper
Coherency, not consistency
Provide an uplifting experience
that enriches people’s lives
language, eg ‘skinny’
specials eg frappucino
habits formation
range and options
ordering system
starbucks company
barista culture
‘my sister’ book
africa 05
social responsibility
used grounds for gardeners
fair trade coffee
cause publicity in store
sofas and ambience
hearmusic Xm
burn your own cd
music cd
in store performance
and art
book reading
starbucks salon
akelah and the bee
Source: John Grant, ‘The Brand Innovation Manifesto’
It’s about understanding distributed identity
Organize the
world’s information
and make it
universally
accessible and
useful.
Search
411 Google
Docs
labs
Shopping
Scholar
Books
Maps
sketch
Google.Org
Fossil fuel
Challenge
Youtube
Chrome
Browser
Blogspot
High frequency. Low value. Semi-predictable rewards.
So what does all this mean for the brief?
Pre-digital
Interruption
Image manipulation
Saying things at people
Intangible value
Perception
Post-digital
Participation
Value creation
Doing things for people
Tangible value
Behavior
From saying things at people to doing things with and for people
From why and whatto what and how.
Better questions
What’s the real problem?
Who is this among?
How might we best approach solving this?
Why might they talk about this idea?
How do they get involved?
What keeps the conversation going?
There are no great briefs, only great ads.
There are no great briefs, but there are a lot of bad ones.
A good brief is probably about as good as a brief gets.
The piece of paper is less important than the journey.
Communication R&D
Thank you.
http://www.garethkay.com@garethk
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