Erika Clegg @ecjc erika@agencyforchange.co.uk

HOW DIGITAL HAS LIBERATED CREATIVITYERIKA CLEGG

Erika Clegg @ecjc erika@agencyforchange.co.uk

“Creativity challenges technology, technology

inspires creativity”

Erika Clegg @ecjc erika@agencyforchange.co.uk

THE OLD WORLD

BIG AGENCY

BIG CLIENT

BIG PROJECTS

BIG AUDIENCE

BIG BUDGETRESEARCH

PRODUCTION MEDIA

Erika Clegg @ecjc erika@agencyforchange.co.uk

THE NEW WORLD

NIMBLE AGENCY

ENLIGHTENED CLIENT

LEAN BUDGET

GROUND-BREAKING PROJECT

BIG, VARIED AUDIENCE OF INDIVIDUALS

Erika Clegg @ecjc erika@agencyforchange.co.uk

HOW IT BEGAN

C O P Y W R I T E R

Erika Clegg @ecjc erika@agencyforchange.co.uk

THEN, BILL BERNBACH…

+

C O P Y W R I T E R A R T D I R E C T O R

Erika Clegg @ecjc erika@agencyforchange.co.uk

AND NOW WE…

+ +

C O P Y W R I T E R A R T D I R E C T O R G E E K

Erika Clegg @ecjc erika@agencyforchange.co.uk

ONE THING HAS NOT CHANGED…

Erika Clegg @ecjc erika@agencyforchange.co.uk

“A lot of blood, sweat and tears around the small things”

Erika Clegg @ecjc erika@agencyforchange.co.uk

BRAND

OBJECTIVE

SCATTERED AUDIENCE

DISPARATE CHANNELS

VARIED MESSAGES

BIG DATA

£ %

Erika Clegg @ecjc erika@agencyforchange.co.uk

“A highly targeted message that’s

poor will be out-performed

by a great creative message

with no targeting”

Erika Clegg @ecjc erika@agencyforchange.co.uk

“the small things”

+

Erika Clegg @ecjc erika@agencyforchange.co.uk

IDEA+

TECHNOLOGY+

PEOPLE

=

Erika Clegg @ecjc erika@agencyforchange.co.uk

“Magic first, logo second”

Erika Clegg @ecjc erika@agencyforchange.co.uk

Erika Clegg @ecjc erika@agencyforchange.co.uk

Erika Clegg @ecjc erika@agencyforchange.co.uk

Erika Clegg @ecjc erika@agencyforchange.co.uk

Blog

Pinterest

Erika Clegg @ecjc erika@agencyforchange.co.uk

AWARENESS

ACTION

Erika Clegg @ecjc erika@agencyforchange.co.uk

Erika Clegg @ecjc erika@agencyforchange.co.uk

Erika Clegg @ecjc erika@agencyforchange.co.uk

I N V E S T•

D E P LO Y•

M A I N T A I N A U T H E N T I C I T Y•

A D A P T

Erika Clegg @ecjc erika@agencyforchange.co.uk

Erika Clegg @ecjc erika@agencyforchange.co.uk

THE FUTURE…

Erika Clegg @ecjc erika@agencyforchange.co.uk

Erika Clegg @ecjc erika@agencyforchange.co.uk

Erika Clegg @ecjc erika@agencyforchange.co.uk

2004

20,000,000

18,000,000

16,000,000

14,000,000

12,000,000

10,000,000

8,000,000

6,000,000

4,000,000

2,000,000

0

Source: Gartner, IDC, Strategy Analytics, Machina Research, company filings, BW estimates

Num

ber

of d

evic

es in

use

(in

tho

usan

ds)

Personal Computers

Internet of Things

Smart TV’s

Wearables

Smartphones

Tablets

Global Internet Device Installed Base Forecast

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Erika Clegg @ecjc erika@agencyforchange.co.uk

…MORE POSSIBILITIESto see big ideas come to life.

Erika Clegg @ecjc erika@agencyforchange.co.uk

THANK YOU.