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

Thursday, June 6, 13

CREATIVE PRODUCERIntroducing the

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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