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
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