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Prezentácia - Patrick Dry zo spoločnosti Akestam Holst na konferencii MobileRulezz 2011
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åkestam.holst
How do you engage people using mobile & social media?
tisdag, 2011 maj 24
åkestam.holst
Dobrý deň!
tisdag, 2011 maj 24
åkestam.holst
Volám sa Patrick Dry
‣ Co-founded Scandinavia’s first Mobile Marketing Agency in 2002
‣ Client experience include major domestic and international brands
‣ 60+ advertising awards in the last three years in Cannes, One show, Eurobest, LIA, NY Festivals, Clio, Epica, Webby and others
‣ Copywriter & Digital Creative
tisdag, 2011 maj 24
åkestam.holst
Agenda
‣ Briefly about Åkestam Holst
‣ Case Studies
‣ Discussion & Questions
‣ The Rules of Engagement
tisdag, 2011 maj 24
åkestam.holst
Good place to work + World class advertising = Possible?
tisdag, 2011 maj 24
åkestam.holst
According to the British ”Won Report”, Åkestam Holst was one of the top 10 digital agencies in the world both in 2009 och 2010. In innovation/alternative media the
agency was ranked 11 in 2010.
– More than 1.500 advertising agencies in the world are reviewed every year –
Creative Focus
tisdag, 2011 maj 24
åkestam.holst
Our business idea:Create conversations and
change behaviour.
tisdag, 2011 maj 24
åkestam.holst
Agenda
‣ Briefly about Åkestam Holst
‣ Case Studies
‣ Discussion & Questions
‣ The Rules of Engagement
tisdag, 2011 maj 24
åkestam.holst
Marketing is about ”meeting”
A meeting between brand and consumers.
In order to connect you need to have something in common and not be pretentious.
Like being at a cocktail party really!
tisdag, 2011 maj 24
åkestam.holst
Marketing is about meeting
BRAND CONSUMER‣ Ambition‣ Utility‣ Personality
‣ Driving force‣ Category behaviour‣ Personality
tisdag, 2011 maj 24
åkestam.holst
Marketing is about meeting
BRAND CONSUMERCOMMUNICATION CONCEPT‣ Ambition‣ Utility‣ Personality
‣ Driving force‣ Category behaviour‣ Personality
‣ Relevant‣ Unique‣ Interesting
tisdag, 2011 maj 24
åkestam.holst
Marketing is about meeting
BRAND CONSUMERCOMMUNICATION CONCEPT‣ Ambition‣ Utility‣ Personality
‣ Driving force‣ Category behaviour‣ Personality
‣ Relevant‣ Unique‣ Interesting
Activity 1
Activity 2
Activity 3
tisdag, 2011 maj 24
åkestam.holst
Marketing is about meeting
BRAND CONSUMERCOMMUNICATION CONCEPT‣ Ambition‣ Utility‣ Personality
‣ Driving force‣ Category behaviour‣ Personality
‣ Relevant‣ Unique‣ Interesting
Activity 1
Activity 2
Activity 3
SITUATION
tisdag, 2011 maj 24
www.akestamholst.se
In a more social world we help brands
tisdag, 2011 maj 24
www.akestamholst.se
In a more social world we help brands
tisdag, 2011 maj 24
www.akestamholst.se
In a more social world we help brands
1 to ”talk” (and listen)
1
tisdag, 2011 maj 24
www.akestamholst.se
In a more social world we help brands
1
2
to ”talk” (and listen)
become ”talked about”
1
2
tisdag, 2011 maj 24
www.akestamholst.se
In a more social world we help brands
1
2
3
to ”talk” (and listen)
become ”talked about”
contribute to ”talk”
1
3
2
tisdag, 2011 maj 24
www.akestamholst.se 12
These are the simple rules of engagement.Useful advertising that people want to share.
tisdag, 2011 maj 24
www.akestamholst.se 13
More and more brands are desperate for attention!
tisdag, 2011 maj 24
www.akestamholst.se 14
People don´t like advertising. They like what interests them, and sometimes it’s advertising.
tisdag, 2011 maj 24
åkestam.holst
Agenda
‣ Briefly about Åkestam Holst
‣ Case Studies
‣ Discussion & Questions
‣ The Rules of Engagement
tisdag, 2011 maj 24
www.akestamholst.se
Swedish Armed Forces - What if your advertising is excluding instead of inclusive?
tisdag, 2011 maj 24
www.akestamholst.se
Save the Children - What if your advertising isn’t advertising but an online service?
tisdag, 2011 maj 24
What if your advertising is challenging conventions?
tisdag, 2011 maj 24
www.akestamholst.se
Pause Home Entertainment - What if your advertising is just plain weird?
tisdag, 2011 maj 24
www.akestamholst.se
Carlsberg - What if your advertising can unbottle an entire nation?
tisdag, 2011 maj 24
www.akestamholst.se
Swedish Horse Racing - What if changing behaviour can change attitudes?
tisdag, 2011 maj 24
åkestam.holst
tisdag, 2011 maj 24
www.akestamholst.se
Work-In-Progress
tisdag, 2011 maj 24
åkestam.holst
Agenda
‣ Briefly about Åkestam Holst
‣ Case Studies
‣ Discussion & Questions
‣ The Rules of Engagement
tisdag, 2011 maj 24
åkestam.holst
Ďakujem vám!
www.akestamholst.se+46 8 14 11 11
tisdag, 2011 maj 24
