A Talk & A Workshopwith Josh Sklar, President, CD and Chief Hereticof Heresy – heresy.co / josh@heresy.co

Understanding Why Creatives Ignore the Data Staring Them in the Face& How to Help Them Embrace it

Advertising Heresies

Media channels should not be put into independent silos.

televisionprintdigital

© Steve (Maxx) Landeros

The “red thread” that runs through all marketing strategy in our

new, obsessively connected world is Digital.

Advertising Heresies

If you work in Digital you really are an adman, not just a nerd that isn’t good enough for TV and Print.

Advertising Heresies

© Carmen S

You do not have to be a developer, engineer or

technologist to know what the possibilities are.

Advertising Heresies

© Joshua Cripps

Turning 40 does not mean you’re “out of touch” and

can’t possibly understand new media and new audiences.

It means you have invaluable insights

in the form of something called experience.

Advertising Heresies

Clients should be considered and act as integral, contributing

team members all the way through.

Instead of decision makers to pitch ideas to

at scheduled milestones.

Advertising Heresies

You do not need to heavily invest in a BIG IDEA® –instead you can try many directions via small trialsin real environments and iterate those that work.

Advertising Heresies

© Pedro Salaverría

To be profitable,agencies do not need to:

• build complicated team structures• demonstrate success through

costly overhead• build up custom infrastructure• or, in other words, bill like lawyers

Advertising Heresies

© Yuri Barichivich

We shouldn’t give away the research, strategy,

and creative ideas.

We should be paid for our thinking;

not only media buys and execution of

“deliverables.”

Advertising Heresies

People should be given time to think and become inspired before committing to an expensive and defining strategy.

Being able to move fast is good. Having time for thinking things through is much better.

© Javier Fenoll

Advertising Heresies

Loyalty can be rewarded instead of abused.Quality of life and profitability can co-exist.

© Thirada Srinil

Advertising Heresies

Ad agencies can create “new” revenue streamsby owning and licensing

creative technology and content.

Advertising Heresies

Brands can bring creative strategy

in house.

Advertising Heresies

Creative ideas can be stronger if they rely on

insights gleaned from real data…

…instead of only gut and experience

in story-telling.

Advertising Heresies

Why Creatives Ignore© Dimitri Androutsos

• Damn it, Jim, I’m an imagineer not a statistician!

• Not given enough time to do the assignment, let alone absorb so much input.

• Planners and analysts tend to read endless data points at the creative team.

• Past experiences deemed useless and a waste of time.

© Taylor Beseda

The Creative Process

• Internalize the creative problem, the client’s goals and who the audience is.

• Empathize with the target audience’s pain points.

• Imagine what that individual will positively respond to.

• Absorb the assignment’s USP vs. those of the competition.

• Think of creative ways to tell a story that are tone appropriate and on message.

© Dimitri Androutsos

How to Help Them Embrace it

• Paint the data as insights, then portray the insights as scenarios.

• Help them distill what’s important.

• Write up a list of bulleted findings, categorized by insight or touchpoint as a handy reference — never simply leave behind a binder full of facts

• Be sure to share campaign results during and post, if you want them to care about applying data findings. Have a conversation about them.

© Fajar Andriyanto

A Day in the Life of Your Audience.From the time they get up until they go to bed…

list all of your opportunities for Reaching your primary audience and

brainstorm how to develop a relationship with them

via desirable and appropriate digital, social, and mobile approaches.

(Focus on: entertainment, information, and utility.)

Exercise

josh@heresy.co / @chiefhereticheresy.co / heresy.me

+1 (512) 415-1698

Digital Doesn’t Matter (and other advertising heresies)http://facebook.com/digitaldoesntmatter