Creativity matters
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Creativity Matters From broadcast to microcast
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Transcript of Creativity matters
Creativity Matters
From broadcast to microcast
Villy Devlioti
Senior Social Strategist @ BMB - bmbagency.com
CMO, Co-founder @ We Are Social Media - wersm.com
MEng Computer Engineering, 2008
creativitykriːeɪˈtɪvɪti/noun1. the use of imagination or original ideas to
create something; inventiveness.
Creative: Who can be one?
COPY
verbal or textual content
compelling and persuasive content
ART
Visual context
Branding schemes and visual cues
Creative nucleus
Channel distribution
Media Buying
Channel distribution
MediaBuying
BEFORE DIGITAL (BD)
ANNO DIGITAL (AD)
Channel distribution
MediaBuying
Organic Diffusion
More Channels, More Information,Same Pool of Users
Who Wins? Creativity Wins!_Sort of_
creativitykriːeɪˈtɪvɪti/noun1. the use of imagination or original ideas to
create something; inventiveness.
creativitykriːeɪˈtɪvɪti/noun1. the use of imagination or original ideas to
create something; inventiveness.
AND DATA
Why Data?
Channel distribution
MediaBuying
Organic Diffusion
Channel distribution
MediaBuying
Organic Diffusion
With Data You Can...
● Target those who are really interested in your product
● Create clusters of two way conversation
● Trace affinity groups and patterns to grow audience strategically
● Close the loop between consideration and acquisition
DataTo Micro-cast
CreativityTo create experiences
Who can be a creative?
*Those who can parse and understand data and create the relevant experiences
COPY
verbal or textual content
compelling and persuasive content
SEO / blog content
Social media content
Creative: Who can be one?
ART
Visual context
Branding schemes and visual cues
UX / UI
Animations and Data visualisations
TECHNOLOGY
Platforms and Apps
AR/VR spaces
Wearables
Connected Environments
MEDIA
Content formats
User / Behaviour / Channel journeys
Retargeting
Technology
Art
Media
Copy
The Sweet Spot
Fine Examples
https://www.youtube.com/watch?v=CWClyQkA32s
https://www.youtube.com/watch?v=p2nSECWq_PE
https://youtu.be/eHC5pb_ptGM
