SACRED COWSSTIFLING MARKETING CREATIVITY

presented by Tim Harris and Saneel Radia

Frans Johansson’s 3 elements:

WHAT IS CREATIVITY?

NEW. VALUABLE. REALIZED.

THE FUTURE DOESN’T FITIN THE CONTAINERS OF THE PAST

1. ALL IDEAS ARE GOOD IDEAS

FALSE

NOT IN THE REAL WORLDWHERE YOU HAVE FINITE RESOURCES

IDEA BUFFETS RARELY MAXIMIZE CREATIVITY

ACHIEVING MARKETING OMAKASEREQUIRES FOCUS

CLIENTIDEA PHASE 1 IDEA PHASE 2 IDEA PHASE 3 FINAL IDEA

?

DIVERGENT IDEATION

DIVERGENT IDEATION + CONVERGENT IDEATION

CLIENTIDEA PHASE 1 IDEA PHASE 2 IDEA PHASE 3 FINAL IDEA

?

CLIENTIDEA PHASE 1 IDEA PHASE 2 FINAL IDEAIDEA PHASE 3

VS

ASSIGN A BOUNCER, NOT AN EDITORSomeone must focus resources — physical, mental, emotional.

2. AD CAMPAIGNS ARE AN ESSENTIAL MARKETING EXPENSE

(well, for clients)

WHAT IF

MARKETING WAS EVERGREEN?

MARKETING FACILITATED EXTENSION INTO NEW AREAS?

MARKETING LIVED AT THE INTERSECTION OF PRODUCT & CONSUMER BEHAVIOR?

MARKETING CREATED TANGIBLE VALUE?

CREATE MARKETING ASSETSBroaden perspective of media from container to canvas.

3. THE BEST TEAMS ARE COLLECTIONS OF SUPERHEROES

INTERSECTIONAL INNOVATION REQUIRES GENERALISTS AMONG SPECIALISTS

EMPOWER GENERALISTS VIA ACCOUNTABILITYWithout a generalist marketers will never know the true potential of media partners.

4. CREATIVE LEADERS SHOULD BE THE MOST CREATIVE PEOPLE

(except you, Steve)

CREATIVE ROCKSTARS STAND OUT ANDSTRUGGLE TO PLAY THE FOOL

CREATIVE LEADERS CAUSE CREATIVITY, WHICH REQUIRES DIFFERENT SKILLS

REWARD CREATIVE PEOPLE DIFFERENTLYTHAN CREATIVE CATALYSTS

5. EACH EMPLOYEE SHOULD STRIVE FOR “PERFECTION”

TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE

TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE

TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE

TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE

TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE

CREATE THE PERFECT JOB, NOT THE PERFECT PERSON

6. MARKETING IS A MASTERPIECE TO BE REVEALED

TRADITIONAL LAUNCHVS. COLLABORATIVE LAUNCH

KEEP MARKETING IN PERPETUAL BETA

7. INTEGRATION IS THE IDEAL

EMBRACE THE ONE-OFF

CONTAINERS OF THE PAST

ALL IDEAS ARE GOOD IDEAS

AD CAMPAIGNS ARE AN ESSENTIAL MARKETING EXPENSE

THE BEST TEAMS ARE COLLECTIONS OF SUPERHEROES

CREATIVE LEADERS SHOULD BE THE MOST CREATIVE PEOPLE

EACH EMPLOYEE SHOULD STRIVE FOR “PERFECTION”

MARKETING IS A MASTERPIECETO BE REVEALED

INTEGRATION IS THE IDEAL

WHAT YOU DO IS THE FUTURE.

THANK YOU

presented by Tim Harris and Saneel Radia

Q&A