daniel stein (evb) presentation to boston university
DESCRIPTION
This presentation was given to Edward Boches' Boston University advertising class on February 13, 2012.TRANSCRIPT
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THE AGENCYWHO WE ARE
WE USE INNOVATION TO TELL BRAND STORIES FOR PROGRESSIVE COMPANIES.
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INNOVATION
5
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INNOVATION IN MARKETING IS ABOUT
NEW IDEAS.
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TECHNOLOGY, PRODUCTION, MEDIA,
STRATEGY ARE TOOLS TO GET THERE.
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the parkingmeter: circa 1940
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the parkingmeter: circa 200
not much has changed
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Streetline is introducinga radical shift in parking.
Wireless sensors...
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...and a mobile application
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RELICS OF OUR GENERATION
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ADVERTISING IS WAY BEHIND.
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WE ARE DRIVING AROUND IN CIRCLES,
HOPING TO FIND A PARKING SPOT.
THERE’S GOT TO BE A BETTER WAY.
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TRADITIONAL ADVERTISING WORKS BY INTERRUPTING A STORY WITH A LESS INTERESTING STORY.
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DIGITAL IS NO BETTER.
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UNSCIENTIFIC FACEBOOK TARGETING STUDY
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UNSCIENTIFIC FACEBOOK TARGETING STUDY
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UNSCIENTIFIC FACEBOOK TARGETING STUDY
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UNSCIENTIFIC FACEBOOK TARGETING STUDY
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UNSCIENTIFIC FACEBOOK TARGETING STUDY
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WE PUT UP WITH IT BECAUSE IT IS ALL WE KNOW.
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FROM HAND GRENADES TO HANDSHAKESAPPROACH
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THE NUMBER OF BRAND MESSAGES YOUR CONSUMER SEES IN A GIVEN DAY.
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THE NUMBER OF MESSAGE THEY ENGAGE WITH.
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THE NUMBER OF MESSAGE THEY RETAIN.
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THE NUMBER OF MESSAGE THEY ACT UPON.
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This is our goal.
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Advertising + Media won’t get us there.
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We need to starting looking at the world in terms of
Content + Context
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CONTENT
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THE AGENCYWHAT WE DO
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ENTERTAINMENT
ADVERTISING
PUBLIC RELATIONS
TECHNOLOGY
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OUR PHILOSOPHYSOCIAL BY DESIGN
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ADVERTISING
CONTENT
CONSUMERPARTICIPATION
SOCIALMEDIA
PUBLICRELATIONS
MUSIC/ENTERTAINMENT
MOBILE
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NATURE OF CONTENT
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ENTERTAINMENT UTILITY
COMMUNITY
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EVERYTHING WE DO IS ABOUT STORY-
TELLING.
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Spoken Story
Written Story
Visual Story
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WELCOME TO THE LIVING STORY
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CONTEXT
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PEOPLE ARE MEDIA
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WITH FRIENDS
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CELEBRITIES AS MEDIA OUTLETS
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DATA IS THE NEW CREATIVE BRIEF
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CLIENTS & CULTURE
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CLIENTS DEFINE AGENCIES.
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EVERY CLIENT RELATIONSHIP AS A
SOURCE OF LEARNING AND INSPIRATION.
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THE CULTURE OF YOUR CLIENTS RUBS
OFF ON YOU.
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CHOOSE WISELY.
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“WE ONLY WORK WITH CLIENTS FOR
WHOM DIGITAL IS THE MOST IMPORTANT
MEDIUM.”- Martin Brooks, Work Club
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EVB REVIEW POLICY.
ATTITUDEINNOVATIONACTIONPARTICIPATIONFEARLESSNESS
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THINGS I HAVE [UN]-LEARNED IN THE PAST TEN YEARS.
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[random] closing thoughts
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EXECUTION IS MORE IMPORTANT THAT ORIGINALITY.
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MANY OF THE IMPORTANT BRANDS OF TODAY...
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...ARE NOT ORIGINAL, JUST EXECUTED BETTER.
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HIGHER BUDGETS RARELY LEADS TO MORE CREATIVE WORK.
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YOU DON’T HAVE TO BE BIG TO BE GLOBAL.
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THERE IS NO REPLACEMENT FOR HUMAN CONTACT (VOICE OR FACE-
TO-FACE).
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MULTI-TASKING ISN’T POSSIBLE.
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CULTURE IS MORE IMPORTANT THAN STRATEGY.
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CONVENIENCE WILL ALWAYS WIN OUT OVER PRIVACY.
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