Gustav Martnergmartner@cpbgroup.com

TODAY I WILL TALK ABOUT

What is creativity’s worst enemy

Why provocative art is good for businesses

Why most advertising is crap – decade after decade

“The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it's an ad.”

If we have known this for such a long time, why is most advertising still crap?

Why do so many people think it is just painful and intrusive?

CONSUMER GOALS:

UtilityInformation

Entertainment

ADVERTISER GOALS:

Reducing risk for other investment

Aligning conflicting goals creates:

GREAT ADVERTISING

GREAT MEDIA

EXPECTATIONS ON MEDIA – CONSUMERS/ADVERTISERS

Useful!Thanks.

Low risk!Perfect.

Digital vs Magazine11% ads versus 50% adsStill people find the magazine’s ads less intrusive and annoying.

It’s lack of “product development”

“The buying of time or space is not the taking out of a hunting license on someone else's private preserve but is the renting of a stage on which we may perform.”

THE FUTURE.

The future is already here, it’s just unequally distributed.

"Wireless telephone and telegraph circuits will span the world. A husband in the middle of the Atlantic will be able to converse with his wife sitting in her boudoir in Chicago. We will be able to telephone to China quite as readily as we now talk from New York to Brooklyn."

No more C, X or QEverybody will walk 10 miles a dayNo more cars in large citiesNo wildlifeNo mosquitoes or flies

Future is unequally distributed between:

IndividualsOrganizationsCompaniesBranschesCountriesGenerations

Volvo Cars is one company from Sweden, and the headquarters are in Gothenburg.

Recently the company Mojang which makes Minecraft was sold to Microsoft for 2,5 billion USD (which is 95 770 267 579 RUB)

@ulrikagoodHard for grandpa to understand: How a company that makes something like Minecraft can be valued to more than Volvo Cars.

@martnerHard for my son to understand: How a company that makes something our family don’t even own (cars) can be almost as valuable as a company that makes something half of our family loves.

Business has always been about adding value.

About opening up opportunities.

Today most value is added through:SoftwareService designUser Experience DesignData insights

Not owning a car, but to have access to different cars with an app, is opening up new opportunities for me and my family. And for businesses.

And this is only the beginning.

Please steal this idea (I don’t have time to execute it)

This makes marketing having a potential to transcendend ”marketing”.

The product can contain the marketing.

And the marketing can become the product.

To make great advertising or innovate in a human centric way you have to really understand other people’s emotions, hopes, dreams and fear (or at least your own).

You have to be able to have an open mind. A tolerant view of the world.

And you have to combine that with an ability to analyse data.

Data help us understand a world that is increasingly complex.

But if we are narrow minded, we will not accept the data insights, and we will make the wrong decisions anyway.

Here is a story about two data points.

Data point 1: Ultra sound detection

Data point 2: Statistics about psycological health.

Data point 1: Ultra sound detection: ”you will have a slightly disabled child”

Data point 2: Statistics about psycological health: ”your child will have slightly bigger chances to be happy”

Why did only data point 1 register with this family?

WE SOMETIMES MAKE OURSELVES STUPID TO FIT IN.

WE NEED DATA TO UNDERSTAND THE WORLD. AND WE NEED SOMEONE WHO

CHALLENGES OUR VALUES TO THINK CLEARLY ABOUT IT.

HOW WOULD I THINK IF I WAS NOT AFRAID?

FEAR IS CREATIVITY’S WORST ENEMY.