Omni-Channel Old Spice

H E L L 0DATA PEOPLE

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CRAIG ALLEN: Creative Director

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JASON BAGLEY: Also a Creative Director

USING SEX TO SELL

LOST MARKET SHARE TO COMPETITORS

IRRELEVENT TO YOUNG GUYS AND DESPERATELY TRYING TO APPEAL TO THEM

A BRAND WITHOUT A VOICE

WHAT IS DATA?

DATA IS A WEAPON.

IT CAN ENHANCE CREATIVITY, OR KILL IT.

TEST EARLY,TEST LATE,

NOT IN THE MIDDLE.

COLLECT DATA

BEFOREC R E A T I V E CONCEPTING.

THANKS DATA!

THANKS DATA!

COLLECT DATA

AFTERC R E AT I V E CONCEPTING.

USE DATA TO PURSUADE CLIENT TO DO MORE WORK

THANKS DATA!

USE DATA TO HELP MAKE AN ARGUMENT

THANKS DATA!

DON’T COLLECT

DATA IN THE

MIDDLE

Some people say, give the customers what they want, but that’s not my approach. Our job is to figure out what they’re going to want before they do. People don’t know what they want until you show it to them.

-Steve Jobs-Craig Allen

If I had asked people what they wanted, they would have said faster horses.

-Henry Ford-Jason Bagley

DON’T LET DATADICTATE CREATIVE

DON’T COLLECT

DATA IN THE

MIDDLE

CREATIVITY SHOULD NOT BE A SLAVE TO DATA.

DATA SHOULD BE CREATIVITY’S SLAVE.

Q

A

WE’LL TRY TO SOUND SMART AND ANSWER ANY QUESTIONS YOU HAVE

DON’T BE SHY!!!!!!!

DON’T BE SHY!!!!!!!

THANKS DATA!