2

We need to have a better idea about our

ideas

3

Advertising isn’t working

Source: TGI

“I enjoy the ads as much as the TV programmes”

%

Source: OMD Proprietary DVR Study 2006

%

“I don’t recall seeing any commercials while watching the programme” (American Idol or Desperate Housewives)

7

Images courtesy of Russell Davies

Images courtesy of Russell Davies (above) and Wooster Collective (right)

Hugh MacLeod – gapingvoid.org

11

What we do in totality as

marketers does very little to change consumer behavior

Some inconvenient truths

“In most categories a brand’s market share is stationary”

4 out of 5 categories seen as increasingly homogeneous

Less than 1 in 10 ads seen as different

4% response rate successful in DM; 0.5% average click-thru rate for banners

3x $ spent on price cutting as on ‘brand building’ in packaged goods

Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey

13

I think we’re using the wrong map; a map that does a poor job at describing the reality of contemporary culture

We celebrate ‘big‘ messages rather than rich or generous

ideas

15

1616

17

18

Stop looking for the loud giant stuff.

The small marvels surround us.Warren Ellis

19

20

Frank Chimero

21

Nobody comes out of a movie saying, “that was a really

good film. I really enjoyed it.

It was really clear.”Russell Davies

We celebrate ‘big‘ messages rather than rich or generous

ideas

We are obsessed by what things do, not what people do with

them

24

Text

“Our focus should not be on emerging technologies but emerging cultural practices”

“A revolution doesn't happen when a society adopts new tools. it happens when society adopts new behaviors”

2525

26

2727

28

Our frame of cultural reference is movies.

Yet more Americans played a video game in

the last six months than went to the

movies.

29

As agencies we are very good at producing finite,

complete products.

We’re not very good at creating an open

process and designing for gaps.

30

It’s not digital that’s important.

It’s participation.

31

32

3333

We celebrate ‘big‘ messages rather than rich or generous

ideas

We are obsessed by what things do, not what people do with

them

We have got our grammar all wrong

36

It’s not about social media, it’s about social

ideas

Sociability lies at the heart of

what makes great ideas today different

Great ideas today are different.

Have a point of view on the world, not a position in the category.

Have a social mission, not just

a commercial proposition.

40

“Like any company we require a profit to stay in business. But it is not the reason we are in business.

The thing that has not changed from day one is the desire to make people think about the

world we live in. This is, and always will be, why we are in business.”

Photo: Andrew Hovells (aka Northern Planner)

Photo: Andrew Hovells (aka Northern Planner)

4747

Have a point of view on the world, not a position in the category.

Understand what people are interested in and work back from there.

Great ideas today are different.

“Nobody reads advertising. People read what they want to read and sometimes it's

an ad.”Howard Gossage

“Often our biggest mistake as managers is believing that, in general, customers care

a lot about your brand. They do not.”Patrick Barwise

Not sure a gorilla playing a Phil Collins drum solo wins us the Dairy Milk account

A text message from Laurence Green to Richard Flintham

5 million views in 8 weeks

Sales up 7%, 30% greater than industry average

QuickTime™ and a decompressor

are needed to see this picture.

54

Have a point of view on the world, not a position in the category.

Understand what people are interested in and work back from there.

Do stuff, don’t just say stuff.

Great ideas today are different.

58

It’s about ideas that can be advertised,

not advertising ideas

60

QuickTime™ and a decompressor

are needed to see this picture.

QuickTime™ and aH.264 decompressor

are needed to see this picture.

65

Have a point of view on the world, not a position in the category.

Understand what people are interested in and work back from there.

Do stuff, don’t just say stuff.

Do lots of things, not one thing.

Great ideas today are different.

“Any idea is dangerous if it’s a person’s only idea”*

A culture full of depth and complexity

The rule of the 5% requires lots of matches to start a fire

Why not when the economics have changed?

* George Will’s take on the American idea, Atlantic Monthly, November 2007

DO.

Learn.

Provide anuplifting experience

that enrichespeople’s lives

language,eg ‘skinny’

specials eg frappucino

habitsformation

rangeand options

orderingsystem

starbuckscompany

baristaculture

‘my sister’book

africa 05

socialresponsibility

used groundsfor gardeners

fair tradecoffee

causepublicityin store

sofas andambience

hearmusicXm

burn your owncd

music cd

in storeperformance

and art

book reading

starbuckssalon

akelah and the bee

Source: John Grant, ‘The Brand Innovation Manifesto’

Coherency not consistency.

Organize the world’s information

and make it universally

accessible and useful.

It’s about understanding distributed identity.

Google Search

Google 411

Google Docs

Googlelabs

GoogleShopping

Google Scholar

Google Books

GoogleMaps

Google sketch

Google.Org

Fossil fuel Challenge

Youtube

Chrome Browser

Blogspot

High frequency. Low value. Semi-unpredictable rewards.

The only big idea today is not to forget the little

ones along the way.

Thank you Ed and Influx Insights for spotting this

All this means how you design, create and

evaluate ideas has to change.

Does it communicate?

Is it clear?

Is it likeable?

Is it engaging?

Is it replicable?

Is it magnetic?

Has it got depth?

Is it slippy and spreadable?

Is it participatory?

Is it generative?

Thanks.

http://www.garethkay.comhttp://www.twitter.com/garethk