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Emma Cookson's presentation at The Bellwether Group in September 2010. The topic of the day was "Creativity and content creation in a digital age."
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“Yes. But…?”
Emma Cookson
BBH
September 16, 2010
A profusion of pre-existing, high quality advice…
@michaeltabtabai
“Yes. But…”
Need for a little qualification?
“Consumers control your brand”
“The power of 360º marketing”
“Creativity through collaboration”
“Just hire the best digital talent”
“The diminishing importance of execution”
“Consumers control your brand”
“The power of 360º marketing”
“Creativity through collaboration”
“Just hire the best digital talent”
“The diminishing importance of execution”
“Consumers don’t own brands, but they dowant to participate.”
Charles Vallance, VCCP
Channel-right is important, but remember brand-right too…
Tiffany Facebook landing page, Sept 2010. Tiffany ????
BMW Facebook landing page, Sept 2010. BMW ????
“Consumers control your brand”
“The power of 360º marketing”
“Creativity through collaboration”
“Just hire the best digital talent”
“The diminishing importance of execution”
“We need a 360º campaign.”
“We need a 360º campaign”
• Often the trigger for an immense volume of futile agency work– “Look, it really is a 360 degree idea - here’s the idea on
interactive kiosks, subway tickets, in a partnership with Discovery channel, as a mobile game, in a Groupon promotion…..etc”
• How often can a brand even afford full 360º activity?
• What about smart application of the minimum number of just-right channels in order to solve the business problem?– Right for the brand, the task, the idea
“We need a 36º campaign.”
“Consumers control your brand”
“The power of 360º marketing”
“Creativity through collaboration”
“Just hire the best digital talent”
“The diminishing importance of execution”
Brainstorming sessions.
c/o @saneel
c/o @saneel
c/o @saneel
Crowdsourcing =/= collaborative working
“Consumers control your brand”
“The power of 360º marketing”
“Creativity through collaboration”
“Just hire the best digital talent”
“The diminishing importance of execution”
Unpopular Experts
Diplomacy
Jennifer Gavin, Advertising Diplomat
Generosity
“Consumers control your brand”
“The power of 360º marketing”
“Creativity through collaboration”
“Just hire the best digital talent”
“The diminishing importance of execution”
“Consumers control your brand”
“The power of 360º marketing”
“Creativity through collaboration”
“Just hire the best digital talent”
“The diminishing importance of execution”
“Yes. But…”
“Consumer brand involvement, owner leadership”
“Just enough degrees marketing”
“Collaborative creativity, authoritarian quality control”
“Digital talent with great people skills”
“Execute awesomely”
Thank you
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