I'm a title. Click me and tell your visitors what's in your gallery.
Click me and tell your visitors what's in your gallery.
I'm a title. Click to edit me.
DAY 2 | JUNE 17, 2013ma title. Click to edit me.
WORK THAT MATTERS: COCA-COLA
If you have been dropped by an account. DON'T PITCH. Because you look like Nepolian Dynomite in a Room full of Brad Pitts.
THE LOGIC BEHIND THE MAGIC
RADICAL LISTENING
HOW TO MAKE IT WORK WHEN IT'S NOT WORKING
EVERY COMPANY IS A MEDIA COMPANY: WE CREATE MEDIA, AND THEN MEDIA SHAPES OUR LIVES
How to be a good client...
1. build trust
2. experianced clients
3. just a few people in the room
4. start upstream. know everything about the product.
5. be brutally honest. tell them when the work is not good.
How to be a good agency...
1. don't ask "do you like it or not like it"
2. yes means yes
3. sharp strategies
THEY CHALLENGE RACIAL PREJUDICE.
THEY STRADDLE BORDERS.
COKE PROMOTES REAL WORLD STORIES AND PURPOSES.
THEY ARE FEARLESS ADVERTISTERS.
THEY BREAK DOWN BOUNDARIES.
BRING PEOPLE TOGETHER AND THEY CHANGE HUMANITY.
I've realized that brands do more than just sell products (although that is always the goal), they sell social change and shape the world we live in.
This was one of my favorite seminars.
You don't realize how little you listen until you are forced to focus on it.
When we have conversations we constantly inturrupt, rush people, ask questions and give verbal feedback. By doing this we push the conversation in the direction we want it to go rather than letting the person we are talking to fully get their point across.
Not only do we direct the conversation but we also hardly listen to what they are saying, we are thinking about the next point we want to make or are trying to remember something important that they said, all of which are detramental to the connection we make with others during a conversation.
So how do we have a good conversation?
1. EYE CONTACT
2. FOCUS ON LISTENING. Don't take notes or think about anything else. just focus.
3. DON'T INTURRUPT. Let the person tell you all of the information they have to say before cutting them off or redirecting.
EXCERSIZE.
1. Stare at you partner (a random person we just met) for 1 full minute without talking...this was really awkward.
2. Have Partner 1 talk for 2 full minutes about a given topic while Partner 2 gives no feedback (other than body language), just listens. Then switch.
3. Have Partner 1 respond to Partner 2's story for a full minute. Then switch.
With just eyecontact and listening we both knew a lot about each other by the end of the excersize and had actually become friends. It was much easier to relate to one another. It surprised me what a huge difference two "common" things made.
MEET THE PARENTS
PARENTS ARE THE FIRST ONES TO NURTURE CREATIVITY AND INVENTIVNESS IN THEIR CHILDREN.
It was really fun to hear about what the CCO of JWT was like as a creative kid and then see Robby Novak, who is an incredibly cute, optimistic and energetic kid. It made me realize that I am in the perfect industry, one where I never have to let go of my creativity and "inner child."
PROTOTYPING COMMUNICATION
1. Don't just create ads, create someting USEFUL or ENTERTAINING
2. Create new tools to design and create: make new ways to put ideas into the creative process itself.
3D Photography. Click photo for website.
3. Use the right technology to bring the right idea to life.
A music video for a song about memories made with camera flashes.
4. Innovation isn't everything. Emotion is everything.
The technology you use can be as simple as a paintbrush, as long as it is effective in provoking the right emotions.
"Technology should fade into the background. It should give you just what you need as you do what you love"
- Amit Singhal
We need to move from a world where we are marketing to people to one where people are marketing to eachother on our behalf."
- Mark Earls
Lifeshare Framework.
1. Meet - provide a platform for the audience.
2. Play - provide them with an engaging experiance.
3. Share. - compel them to talk about it.
Who is the audience?
What do they do?
Where do they go?
What is the right moment to engage them?
How can we add value to their lives?
Amazing example of lifeshare. Tesco Virtual Grocery Stores. Korea.
MCKINNEY has THE MCKINNEY 10% which allows employees to spend 10% of their time creating, designing and inventing anything they want...yes please. This came out of the MCKINNEY 10%.
Chip it allows you to pick any color from the web and have it created at a Sherwin William's store.
Advertising is saving lives.