Kingston uni talk 2013
-
Upload
keko-london -
Category
Marketing
-
view
36 -
download
0
Transcript of Kingston uni talk 2013
![Page 1: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/1.jpg)
Creative Futures ‘13
‘…It’s not complicated, it’s just hard…’
June/2013 Philip Slade : Path WorldWide 1
Michael Slaby http://michaelslaby.com
![Page 2: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/2.jpg)
Today • What made me?
• 8 lessons from 30 years
• A new model of creation
• The one secret to better creativity
• Q&A
June/2013 Philip Slade : Path WorldWide 2
![Page 3: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/3.jpg)
June/2013 Philip Slade : Path WorldWide 3
![Page 4: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/4.jpg)
All the power’s in the hands of people rich enough to buy it !While we walk the street !too chicken to even try it
June/2013 Philip Slade : Path WorldWide 4
![Page 5: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/5.jpg)
Don’t be chicken
June/2013 Philip Slade : Path WorldWide 5
h"p://farm8.sta.cflickr.com
![Page 6: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/6.jpg)
June/2013 Philip Slade : Path WorldWide 6
Wearable Frictionless Delivery Health Polarisation Resources
![Page 7: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/7.jpg)
7
passion
IMP
What can I tell you after 30 years in advertising?
June/2013 Philip Slade : Path WorldWide
![Page 8: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/8.jpg)
Lesson 1. You are more than your course. You are creative
June/2013 Philip Slade : Path WorldWide 8
![Page 9: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/9.jpg)
June/2013 Philip Slade : Path WorldWide 9
![Page 10: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/10.jpg)
Lesson 2. The best thing is to join a big agency. But the worst thing you can do is stay at a big agency
June/2013 Philip Slade : Path WorldWide 10
![Page 11: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/11.jpg)
June/2013 Philip Slade : Path WorldWide 11
![Page 12: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/12.jpg)
Lesson 3. Lack of creative opportunities? It’s not the brief. It’s your attitude
June/2013 Philip Slade : Path WorldWide 12
![Page 13: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/13.jpg)
June/2013 Philip Slade : Path WorldWide 13
![Page 14: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/14.jpg)
Lesson 3a. Lack of creative opportunities? It’s not the brief. (well, actually it might be, but its your job to spot that)
June/2013 Philip Slade : Path WorldWide 14
![Page 15: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/15.jpg)
Phili
p Sl
ade
+44
7956
685
615
phi
lip@t
7flo
ndon
.co.u
k 15 June/2013 Philip Slade : Path WorldWide
![Page 16: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/16.jpg)
Lesson 4. Make work feel like play, because play is like a human superpower*. This is the fun time enjoy it.
June/2013 Philip Slade : Path WorldWide 16
* Zach Klein
![Page 17: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/17.jpg)
June/2013 Philip Slade : Path WorldWide 17
![Page 18: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/18.jpg)
Lesson 5. Working for yourself is the most fun you can have as a creative. But it can be very expensive.
June/2013 Philip Slade : Path WorldWide 18
![Page 19: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/19.jpg)
June/2013 Philip Slade : Path WorldWide 19
![Page 20: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/20.jpg)
June/2013 Philip Slade : Path WorldWide 20
![Page 21: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/21.jpg)
Lesson 6. If you start repeating yourself its time to change. This can also be very expensive.
June/2013 Philip Slade : Path WorldWide 21
![Page 22: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/22.jpg)
June/2013 Philip Slade : Path WorldWide 22
![Page 23: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/23.jpg)
Lesson 7. If people start talking about the ‘rules’. You are talking to the wrong people.
June/2013 Philip Slade : Path WorldWide 23
![Page 24: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/24.jpg)
June/2013 Philip Slade : Path WorldWide 24
![Page 25: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/25.jpg)
Lesson 8. Create depth. Not just surface gloss.
June/2013 Philip Slade : Path WorldWide 25
![Page 26: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/26.jpg)
June/2013 Philip Slade : Path WorldWide 26
![Page 27: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/27.jpg)
8 Life lessons
• Be more than your course • Don’t corporatise • Be opportunist • Be your own boss • Never repeat yourself • There are no rules • Aim to make history
June/2013 Philip Slade : Path WorldWide 27
![Page 28: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/28.jpg)
June/2013 Philip Slade : Path WorldWide 28
Now what?
![Page 29: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/29.jpg)
June/2013 Philip Slade : Path WorldWide 29
![Page 30: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/30.jpg)
June/2013 Philip Slade : Path WorldWide 30
![Page 31: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/31.jpg)
June/2013 Philip Slade : Path WorldWide 31
![Page 32: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/32.jpg)
Make people want things
June/2013 Philip Slade : Path WorldWide 32
![Page 33: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/33.jpg)
Make people want things
June/2013 Philip Slade : Path WorldWide 33
Make things people want
![Page 34: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/34.jpg)
Collaborate
June/2013 Philip Slade : Path WorldWide 34
![Page 35: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/35.jpg)
Break things
June/2013 Philip Slade : Path WorldWide 35
Flickr:ficklekni"er
![Page 36: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/36.jpg)
June/2013 Philip Slade : Path WorldWide 36
JBUlpTIkR6nWurvvPYIR_william_s_burroughs.jpgrapgenius.com
‘…when you cut into the present, the future leaks out…’
William S Burroughs
![Page 37: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/37.jpg)
June/2013 Philip Slade : Path WorldWide 37
![Page 38: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/38.jpg)
Engaging customers today requires a
redefined marketing organization.
McKinsey Quarterly
June/2013 Philip Slade : Path WorldWide 38
![Page 39: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/39.jpg)
The House Worldwide is a new idea for 2013
June/2013 Philip Slade : Path WorldWide 39
![Page 40: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/40.jpg)
What is it? § A new global communications network § Independent § Senior talent § Collaborative
June/2013 Philip Slade : Path WorldWide 40
![Page 41: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/41.jpg)
A new model A new approach
June/2013 Philip Slade : Path WorldWide 41
![Page 42: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/42.jpg)
One that won’t suit everyone
June/2013 Philip Slade : Path WorldWide 42
![Page 43: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/43.jpg)
It suits the few who seek real change
June/2013 Philip Slade : Path WorldWide 43
![Page 44: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/44.jpg)
June/2013 Philip Slade : Path WorldWide 44
Embargoed Until 12.30 GMT, Thursday, February 6 !!
!!
The$Levi’s®$Brand$Introduces$Customized$Creative$Agency$Model!
Draftfcb(Worldwide(and(The(House(Worldwide(appointed(to(deliver(tailor8made(communications(for(the(Levi’s®!Brand(
SAN$FRANCISCO,$CA!(February!6,!2014)!2!The!Levi’s®!brand!announced!today!that!it!has!chosen!a!customized!advertising!agency!model!to!address!the!ever2evolving!needs!of!its!global!business!and!marketing! landscape.!Effective! immediately,! the! Levi’s®!brand!will!transition! to! a! combined! agency! team! from! Draftfcb! Worldwide! and! The! House!Worldwide!to!deliver!global!marketing,!creative!and!strategic!support.!!
Jen!Sey,!Chief!Marketing!Officer!of!the!Levi’s®!brand!said,!“We!are!very!excited!about!this!new!model.!We’re!getting!handpicked!creative!talent!from!Draftfcb!and!The!House!networks!at!both!the!global!and!local!market!level.!This!model!will!provide!us!with!the!efficiency!and!consistency!we!need!as!a!global!brand!as!well!as!the!means!to!drive!relevance!around!the!world!by!accessing!top2notch!local!talent!when!we!need!it.!!In!doing!so,!we’ll!strive!to!reach!passionate!new!fans!in!every!market!in!which!we!operate.”!!!
Richard!Pinder,!CEO!and!Founder!of!The!House!Worldwide,!said:!“Levi’s®!is!the!brand!whose!advertising!in!the!80s!convinced!me!to!get!into!the!industry.!!To!win!this!account!is!a!dream!come!true.!We!are!honored!to!participate!in!driving!the!success!of!such!an!iconic!brand!through!our!world2class!creative!talent!put!against!this!new!customized!model.”!!!
Carter!Murray,!Global!CEO!of!Draftfcb,!said:!“To!work!again!for!a!brand!we!handled!for!nearly!70!years!starting!in!the!1920s!is!immensely!exciting.!Joining!forces!with!The!House!to!deliver!locally!and!globally!for!the!Levi’s®!brand!is!a!cutting2edge,!world2class!move!that!will!undoubtedly!yield!great!returns.!Dominic!Whittles,!who!heads!up!our!San!Francisco!operation,!deserves!immense!credit!for!bringing!this!partnership!home!with!this!unique!model.”!!
The!tailor2made!team!for!the!Levi’s®!brand!includes!a!customized!strategy!and!account!team!built!across!Draftfcb!Worldwide!and!The!House!Worldwide,!with!world2class!creative!teams!from!Draftfcb!San!Francisco,!Draftfcb!Los!Angeles!and!The!House!Worldwide’s,!ChinaMadrid!in!Spain!and!CumminsRoss!from!Australia.!Whittles!will!oversee!North!America!and!Pinder!international!markets.!
!2MORE2!
![Page 45: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/45.jpg)
Two bits of work, two lessons.
1. Always simplify 2. Don’t be afraid of causing a rumpus
June/2013 Philip Slade : Path WorldWide 45
![Page 46: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/46.jpg)
The British Pregnancy Advisory Service (BPAS) was becoming increasingly frustrated by the attitude of the Irish Government. Who continued debating legislation that does not provide the right or access to procedures that the majority of Ireland support. While turning their back on the thousands of Irish women travelling to the UK to seek medical advice and help.
BPAS asked us if we could help them spark a debate in Ireland
June/2013 Philip Slade : Path WorldWide 46
![Page 47: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/47.jpg)
June/2013 Philip Slade : Path WorldWide 47
![Page 48: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/48.jpg)
Lenovo : Just simplify
June/2013 Philip Slade : Path WorldWide 48
![Page 49: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/49.jpg)
June/2013 Philip Slade : Path WorldWide 49
![Page 50: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/50.jpg)
MEHR NEUES UNTER: LENOVO.COM
NEUNEWNOVOLENOVO
HALTE-MODUS STAND-MODUSKIPP-MODUS
1 Tablet. 3 Anwendungen. 18 Std. Akku.
June/2013 Philip Slade : Path WorldWide 50
![Page 51: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/51.jpg)
Summary
June/2013 Philip Slade : Path WorldWide 51
1. You are lucky 2. You have a chance to make history 3. Rules are from the past, opportunity makes the future
4. I did mention a secret
![Page 52: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/52.jpg)
The Secret
June/2013 Philip Slade : Path WorldWide 52
Thereisalwayshope,thereisalwayspossibili.es,justliketheuncheckedlo"ery.cket
![Page 53: Kingston uni talk 2013](https://reader034.fdocuments.in/reader034/viewer/2022052705/586f85461a28ab54768b5035/html5/thumbnails/53.jpg)
June/2013 Philip Slade : Path WorldWide 53
Thank You Any questions?
@piehead
Homeslade.com