Utility, Agility, EquityApplying Learnings from Tech Startups
to the Creative Process
Thursday, June 6, 13
The Good News
EMOTIONALCONNECTION
Content
Technology
Marketing
Thursday, June 6, 13
Agencies existto solve creative problems.
Thursday, June 6, 13
AgilityThursday, June 6, 13
MOREMake
of less.
Thursday, June 6, 13
Agency
Tech startup
Perfect, release
Release, perfect
Thursday, June 6, 13
“If I have 100 million to spend on ads each year:
I’m spending30 million on Premium Super Bowl, Olympics, etc.
The next30 million gets me traditional TV ads.
The last 30 million gets me 1000 digital media ads andcontent, whose budgets are 20 to 30k.
I went to the AICP to emphasize the screaming need for digital vendors andthey just looked at me like I was nuts.
— Head Production Manager at P+G
4
3
2
1
Titanium Lion
YouTube videos
Thursday, June 6, 13
Agency
Tech startup
Content created in hierarchical,closed environment
Content created in free andopen networks
Thursday, June 6, 13
AGENTACTORS
STUDIOS
WRITERS
PRODUCERSMARKET PLACE
Traditional Hollywood model (vertically integrated)
STUDIO
New Hollywood model(open, decentralized marketplace)
DIRECTORS
Thursday, June 6, 13
TRADITIONAL AGENCY MODEL Highly-guarded network overseen by agency
NEW AGENCY MODEL Decentralized marketplace
AGENCY
MARKETPLACE
Illustrators
Copywriters ProducersTechnologists
Editors
Designers
Directors
Eventplanners
Developers
Bloggers
CREATIVEPRODUCER
Thursday, June 6, 13
Agency
Tech startupCreative director
Product manager
Thursday, June 6, 13
v
AgencyCreative director: sexy
Tech startupProduct manager: unsexy
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CREATIVE PRODUCERIntroducing the
Thursday, June 6, 13
UTILITY
Thursday, June 6, 13
Agency
Tech startup
Services a client’s opportunity/needin the marketplace
Services an opportunity/need in themarketplace at large
Thursday, June 6, 13
Agency
Tech startupBuy eyeballs
Earn eyeballs
Thursday, June 6, 13
EQUITY
Thursday, June 6, 13
Agency
Tech startup
Start with a budget,then seek the big idea
Begin with the big idea,then seek to monetize
Thursday, June 6, 13
Billable hours and retainersare the enemy of invention.
They incentivizeall the wrong things.
So do award shows. (Sorry.)
Thursday, June 6, 13
Billable hours and retainersare the enemy of invention
They incentivizeall the wrong things
So do award shows (Sorry)
Thursday, June 6, 13
The End of the Big Idea?
Thursday, June 6, 13
= License to makemore stuff!
Production-able Creative Dept+ Earned Engagement+ Smart Risk/Reward Ratio
Thursday, June 6, 13
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