Up where we belong March 30, 2009Posted by David Gillespie in creativity, digital strategy.
Since the demise of social media (in my head) I’ve been struggling to get excited about something again. I was sitting thinking about opportunities for a client this morning, and I was reminded of the enthusiasm I talked about the potential of browsers with. This stems from a beautiful execution last year by Poke London on behalf of Orange called Balloonacy, which purported to be (and who is going to argue) the first Internet balloon race (I just noticed they won an award for it too, as it should be!).
The (thoroughly sexy) idea here is Balloonacy didn’t quite exist anywhere, rather it played out over the pages of people who took part, and, flying left to right over the screen you would land on new web pages when you went off the right-hand side. It was an app that didn’t require Facebook or an iPhone, it was a campaign that didn’t require a media buy. It was in fact an execution that could only have been done online, and there is so little work out there we can really say that about.
I don’t know if I’ll actually be able to get something in the browser off the ground for this client, let’s be honest there’s a barrier to entry, not to mention compatability issues, but in the same way processing is getting faster, the walls around technology are getting lower, which means more people participate, which means we get where we’re going faster than we did before.
As I said over at Socialized when the web was abuzz with Skittles nonsense, we’re all leveraging each other’s work, and getting there together.
Intent = stuff white people like March 13, 2009Posted by David Gillespie in digital strategy, intent, philosophy.
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“People have a really good ability to see through you projects on the Internet that are just done to try and make you famous.”
Great quote. This is why I bang on about INTENT!
Watch this Google talk, from Christian Lander, author of brilliant blog Stuff White People Like.
Strategy | Intent | Persistence (and tigers and bears OH MY!) December 8, 2008Posted by David Gillespie in advertising, business strategy, digital strategy, industry news, intent, philosophy, work/life.
Tags: advertising, Advertising agency, Advertising and Marketing, BBDO, business, Dr. Michael Hewitt-Gleeson, etch group, Julian Cole, Seth Godin
Digital strategy is a business decision, not a marketing decision. That doesn’t mean your marketing team shouldn’t be in the room, it means everyone else should be there with them.
Don’t trust an agency with your digital strategy.” It does then beg the question (if I may, for a moment, speak client-side) “Then whom shall I trust in your festering cesspool of sharks, narcissists and hopeless egomaniacs?wrote a piece a few months back saying “
A single unit needs to own a company’s strategy, and they need to be able to talk about each channel with authority. That sounds like a no-brainer I know, so I’m going to put this out there and see how it feels: you won’t find it anywhere where the last name of an ad giant from yester-year hangs their name on the front door. That isn’t because they don’t have intelligent folk from all disciplines working for them, that is because their business models and internal practices will not permit the structural changes required to achieve genuine innovation and next-generation creativity for their client’s businesses, let alone their own.
If anyone is hearing that for the first time, I promise I’m not the first.
I can’t say I know all of the answers, or even any of them. But not enough people are asking the question. Or questions; you can phrase them in a myriad of ways, let’s maybe start with something like this: why does Clemenger BBDO in Melbourne now have four people in its planning department, none of them digital natives? Tim, who worked there as a member of the planning team up until a week ago, had this to say:
I’ve been arguing for a long time now that as product, advertising, sales and service, all get closer together, advertising agencies really need to become creative marketing consultancies…some drastic restructuring needs to take place.
Drastic restructuring then did take place, though perhaps not along the lines he was thinking.
talked about a move away from the silver bullet, much like Tim has. I took a personality test recently that told me I rated close to 0 when it came to perfectionism, but was a polar opposite when it came to creativity and a love of thinking. Call me biased (I won’t argue), but that sounds like something very different to where we’re currently at, and given that test it is no wonder I’m a fan of this new direction. I’m also a fan of offering substance, something advertising doesn’t do very well at all.has
I’ve talked a lot about intent, and I think this chart speaks to the heart of the same thing I’m on about. It is also the same thing he says the following:means when
Persistence isn’t using the same tactics over and over. That’s just annoying.
Persistence is having the same goal over and over.
My friend Michael Hewitt-Gleeson calls it SDNT: Start Do Notice Think.
I call it intent, and when I talk about it, I talk about constanty refining the work we’re doing to ensure the outcome is matching the intent; if it isn’t we change it until it is.
Intent is at the heart of everything we do, and the group that owns your strategy should have it etched onto their brains, directing nothing less than strategy that delivers the intended result tomorrow better than it did today. Starting here I’m advocating a move away from the single-minded proposition to the statement of intent; it is fluid and flexible, and it ensures the goal is forever just over the horizon. It will keep you and your organisation passionate and motivated and restless.
And that is how it should be.
I know what you’re about to say like your hype man October 12, 2008Posted by David Gillespie in branding, conversation, digital strategy, marketing.
Tags: business, candour, intent, marketing, Marketing and Advertising, Marketing Magazine
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I was going to spend the week talking about story-telling in interactive mediums and the ways brands can leverage it, and I’l get to that, but I’ve woken up with something on my mind that I want to get to first.
Over the weekend when not lying in the park or dining with friends I was working on my latest (overdue) column for Marketing Magazine. It will be out in their December/January issue and I was talking about brands finding their voice online, which I’m quite excited about, I look forward to hearing everyone’s thoughts when it comes out.
I feel though like that’s the running part, and we’re struggling to get the walking right; we’re doing that because the fundamentals of success in business and marketing are shifting and we’re not keeping pace with it. I harp on about it, but only because I think it is important enough to do so: intent. Intent, intent, intent, intent, intent, intent, intent, intent.
While you’re at your desk this week, in each situation I want you to ask yourself “What’s my intent here?”. We make sales calls under the guise of building relationships, we dump on other agencies under the guise of offering advice. We put energy into things that distract us from our main purpose in the hopes that people won’t really get what we’re on about.
And then we go do it with the brands we’re supposed to be building.
Let’s all agree, week beginning Monday October 13th, 2008 to gut-check what the intent is in the work we do this week. Let’s not discuss “new ways to talk to our customers” when the reality is we need email addresses added to a database. By stripping away the stuff we cloak our actions with, we get to the heart of the matter much faster.
And I promise, the campaigns you run are going to be all the more effective for it.
I’m a rocker, baby I’m a rocker September 9, 2008Posted by David Gillespie in business strategy, digital strategy, marketing, work/life.
Tags: Apple, Coke, Facebook
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“Marketing must be one of those professions where salaries give you the best bang for buck as an employer.”
He was saying most marketers aren’t all that bright.
I can’t say I disagreed with him at the time.
The above quote was delivered to me yesterday at breakfast from a friend who heads up international business development at a company any Australian who reads this blog would be familiar with. I’d just finished telling him how a client had recently said to me “We don’t know about that technology stuff, we’re just marketers.”
When she said “that technology stuff”, she meant the Internet.
Give me strength.
I said last week marketing isn’t rocket science, and it isn’t. Unfortunately it’s also almost completely devoid of the courage required to alter the markets these people exist in (As an aside, they say no one is so sanctimonious as a reformed smoker, I wonder if the same can be said for anyone who walks away from jobs in marketing and advertising to something a little less transient?).
Of course the flip side of that is agencies who have those ideas clearly need to get better at articulating the more strategic paths forward, and in order to get there we need to prove we’re good for more than just the last campaign. I spoke to someone last night from the company responsible Coke’s new bottle debacle and reiterated my point: someone should have been fired for that nonsense.
Regardless, let’s forget all that marketing stuff today, go read this fantastic post by Umair Haque, What Apple Knows That Facebook Doesn’t. Be warned, it is loaded with “that technology stuff”.
Ok, almost 9am, time to give her a call. Serenity now…serenity now…