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Creative director LBI Digital As Chief Creative Officer at DigitasLBi International, Chris Clarke is responsible for the creative output of the network and its creative staff. Chris loves to stay close to the work, developing creative ideas with teams across the network for clients including Coca Cola, Sony Xperia and Etihad. Believability is his creative religion: he is permanently on a mission to bridge the gap between promise and proof for DigitasLBi’s clients, helping them to be true to the principles they espouse. Like most people who’ve been doing this for a while, Chris stumbled into the digital industry in the late 90s. As a copywriter, he made it his mission to bring the craft of ideas to digital marketing, an ambition realised at pioneering Swedish digital advertising agency Abel & Baker and later at Wheel where he became Executive Creative Director. He was subsequently European Executive Creative Director at Modem Media, President and Executive Creative Director of Digitas UK and Chief Creative Officer of LBi. Over the years, Chris has become a regular on the speaking circuit and has picked up awards at Cannes, D&AD, LIA, Campaign Digital, Campaign Direct, Revolution, BIMA and the Webbys. Talk: For years the internet has been touted as an almost universal force for good. We hear of the “democratising” nature of a platform dedicated to openness and transparency. We have come to see the web as a place where ‘The Consumer is in Control”, and where information wants to be free. In this session, Chris will explore the darker side of the digital revolution, looking at the “winner takes all” business models, and downward pressure on quality caused by ad funded content. By understanding the dark side of the digital revolution, you will be better prepared to help your organisation stay relevant and fit for the digital future.
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HAS THE INTERNET MADE EVERYTH ING SH IT?9 T H S E P T R M B E R 2 0 1 4
C H R I S C L A R K E @ A L B I O N I C S
Chris ClarkeChief Creative Officer, International@albionics
When all you have is a hammer, everything looks like a nail
Abraham H Maslow The Psychology of Science 1966
Overview
• Internet connectivity is becoming intrinsic • The consumer is not in control• The internet has nothing to do with “democratisation” • The priority of the money behind digital disruption is fast return for cash and
the removal of salaries • We don’t live in innovative times
BUT
If we change the way we work and understand the hard truths of the digital era, we can build brands with purpose and maybe save the world.
More people use the WiFi in European hotels than use the shower
We began with a mission
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
ATOMISATION
Niche!
With constant partial attention, we cleave to the banal
Why the internet makes things shit
Amount of media
Amount of attention
Read this
"When the news is decided not by what is important but by what readers are clicking; when the cycle is so fast that the news cannot be anything else but consistently and regularly incomplete; when dubious scandals pressure politicians to resign and scuttle election bids or knock millions from market caps of publicly traded companies; when the news frequently covers itself in stories about 'how the story unfolded'--unreality is the only word for it. It is, as Daniel Boorstin, author of 1962's The Image: A Guide to Pseudo-Events in America, put it, a 'thicket ... which stands between us and the facts of life.'"
Dialogue and debate gives way to group think
The consumer is not in control
Internet is not democratic
Winner takes all
Money is dumb
We are not living in especially creative times
Breaking the language barrier? Really?
Culture eats itself
Buy this shit that’s slighter better than the other shit
We are no longer creators and consumers but rather we are all plugged into a kaleidoscope of choices, sharing and sifting, refining and disguarding
Brands should be increasingly important, not just as signifyers of stable quality and meaning, but as a focal point for purpose.
The things we will grapple with next
• Internet of things – constant monitoring, and like it or not, wearable shit
• Genuine virtual reality
These two things change who and what we are and radically alter our relationships to eachother
The end of reality as we know it
How to slip the noose and make this good?
Culture is accidental, new creative processes are needed to foster better accidents
How to make more of this….
(Reuters) - A lawmaker from Indian Prime Minister Narendra Modi's ruling party has described rape as a social crime, saying "sometimes it's right, sometimes it's wrong"
We need to find new ways of working to accommodate the new digital reality
The digital marketing envelope
Client
Conversion rate
NPS
Traffic
Loyalty
SentimentBrand equity
Call centre costs
Beyond business as usual
DIG VID
The two possibilities of marketing
Getting people to buy stuff they don’t need with money they don’t have to make themselves feel better about the fact they work all the time and aren’t famous
To add value richness and purpose to products and services, so economic dignity grows and we all get happier
The near future could be terrifying or the threshold of a saner humanity. To have any chance of a positive outcome we need purpose in our lives and jobs. Brands will be at the forefront of the changes to come. So better start understanding what’s really happening and start changing the way you think and work.
We are the music makers, we are the dreamers of dreams
Breakout session 1
1. One team member to volunteer their brand2. What are the communications “nails” in this business? (The
persistent problems you routinely tackle with the same tools)3. Given the way the internet has atomised attention, how
effective do you think you will be in the future?4. How might you approach those problems differently? Think of
ways you might motivate staff and customers by being surprising enough to compete with linkbait!
Breakout session 2
1. One team member to volunteer their brand 2. How might commitment to a “purpose” improve staff
motivation and customer loyalty?3. What persistent social problem might your brand get
behind?4. What “social currency” can you offer customers in
exchange for promoting your brand via its purpose
