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8/6/2019 Lessons from the One Show Creative Unconference
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Lessonsfrom the One ShowCreative unConference
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First, you begin with absolutely nothing.
A blank agenda sits on a wall, with
one-hour time slots down the side and
six to eight session slots across the top.
Anyone who wants to convene a session
writes the topic on a piece o paper
and posts it, adding some color and
personality to an otherwise barren space.
Almost immediately, the agenda springs
to lie.
Second, you never know which way
its going to go. Completely participant
driven, every unConerence is dierent
rom the one o year that precedes it,
welcoming a diverse group o leaders
rom traditional and interactive agencies
and clients rom a broad range o
industries. There are no rigid ormalities
or expectations.
Since one can only attend a limited
number o sessions, the task is
to choose those that sound most
compelling. The result is a string o the
most unique presentations you could
ever encounter rom ones highlighting
the latest groundbreaking mobile trends
to those promising that, at some point,
the presenter will set himsel on fre.
This is no ordinary conerence.
What puts the unin the unConerence?
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This year, the One Show Creative
unConerence had as many as 54
sessions drawn rom assembled
participants. Favoring a collective o
interactive discussions over talking
head presentations, the unConerence
prompted conversations on a wide range
o subjects, rom the interplay between
social networking and media to the
cutting-edge ways that creatives are
bridging their work into the real world.
BBDO is happy to share with you the
key takeaways rom this special event.
Hopeully, these rereshing paradigms
will open your imagination to the ways
in which we can fnd meaning in media
platorms and technologies. Let these
insights challenge you to generate some
discourse o your own.
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Set yoursel on re.(Presenter: JD Michaels, SVP, Director o Creative Engineering at BBDO)
I theres one thing that JD Michaels
learned when he was a six-year-old
budding stuntman, it was to bring
unmatched passion or fre toeverything you do.
The same fre that JD brought to
his childhood desire to become a
stuntman (a passion that eventually led
him to learn how to saely set himsel
on fre), he brings to his passionate
approach as a SVP, Director o Creative
Engineering at BBDO New York.
In his talk at the OneShow Creative
UnConerence, JD delivered
his homegrown lessons on the
importance o bringing passionor fre to the creative proession
o advertising. Although he initially
drew a big audience at his session by
promising to set himsel on fre, JD
actually brought the heat by sharing
the ollowing sparks o inspiration
with all the creative proessionals in
attendance:
Think backwards.Most people think, What can we do
and how can we make it creative?But innovative people think, Whats
the coolest thing ever and how can we
actually do that?
Earn their trust.Otentimes, clients are uneasy with the
thought o handing over thousands odollars or a campaign. When pitching
to a client, it is not enough to just
explain a good idea and leave it at that.
You have to hold their hands or the
entire journey beore, during and ater
the idea is sold, continually reminding
them why the concept remains
consistent and cool.
Take the risk beore
they do.
Though the outcome is uncertain, you
have to be the person to take the idea
and move it orward. They have to
believe that you yoursel are willing to
take that risk frst and make it work.
Set yoursel on re.Fire is not just enthusiasm, but the
drive to get something done. JDs
fre recently helped bring to lie a new
Autism Speaks campaign executed by
BBDO. The project, a product o bothinspiration and perspiration, sought to
recreate the heartbreaking experience
o talking to an autistic child through
an interactive platorm. Using cutting-
edge Kinect technology, BBDO was
able to captivate and educate people
on the truths o the disorder.
(Writers note: JD did, in act, set himsel on fre or
demonstrative purposes during his UnConerence
session, proving that he can both talk the talk and
walk the walk. Neither JD nor conerence goers
were harmed during this particularly hot session.)
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What is Facebook orTwitter worth?
Facebook and Twitter are platorms or
delivering news and inormation as well
as or ostering ongoing conversation.
But these outlets can also be magic
or brands. By allowing brands to
communicate with ans and audiences
everywhere, social media provides an
invaluable channel to oster the best in
customer relationship management.
Here are what brands need to keep in
mind to ully maximize their return rom
investments in social media:
People are sellingyour brandsmessage.Facebook makes it easy because
people are already there. People can
post instantly to share their experiences
with brands, whether they be good
or bad. Social media users have the
potential to become advocates or the
brand. When that happens, brands
thrive.
Build sentiment.Customers are used to conversing,
listening, and having a point o view.The key or brands is not to give a
lecture, but to join a conversation with
the consumers. Brands should join in
on the discussion, listen and engage.
Make an ethereal brand into a tangible
one, and you can maintain positive
sentiment.
Its a question o
value.You need something bigger than a
promotion to bring in your audience. Its
not just about short-term sales lit: there
needs to be a strategic, creative and
smart reason behind using social media.
Extend theexperience.
Facebook likes are useless unless youknow exactly what you are going to do
with them. Connect the real world with
online eedback. American Airlines, or
instance, exchanges likes or miles.
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Photo by Flowtown 9
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Mobile matters.(Presenter: Jesse Haines, Head o Marketing, Google Display Media)
Mobile is revolutionizing our lives. The
physical and digital worlds are colliding,
with mobile serving as the connective
tissue that brings these worlds together.
Some interestingacts: 400,000 Android devices are being
activated everyday three times the
number o newborn babies!
One in our searches on Android is a
voice search.
Mobile users search with urgency.
According to Priceline.com, 85% o thosebooking a hotel searched it the day beore.
Tablets are exploding.People are at ease with tablets and enjoy
using them. Their increased adoption will
bring about new business models, services
and market opportunities or commerce
that didnt exist beore.
Mobile helps youlearn about the worldaround you.Google Goggles is an app that lets you
conduct a visual search. Ater taking a
picture o a real object or place, you can
use Google Goggles to retrieve inormation
rom the Web on what was photographed,
unlocking a dynamic interactive experience.
For mobile sites, fash
is not the uture.There is currently a lot o activity around
building mobile apps, but less eort
being put into creating mobile websites.
Eventually that will change. Although the
unctionality o mobile sites is still limited at
the present, HTML5 will soon up the ante
and help a new, dynamic wave o mobile
sites be introduced.
Mobile changes thein-store shoppingexperience.
The bricks to clicks phenomenon
suggests that we go into stores to touch
and eel products that we later buy online.
With mobile, on-the-spot price comparisons
and online purchases can happen instantly.
Retailer search queries can range rom 50%
to 60% o all search queries.
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Photo by Square
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Creating time, notbuying time(Presenter: Mark Sabec, Product Marketing Manager at Youtube)
Brands dont sellbrands, people do.With todays digital ecosystem, people are
now more vocal about the brands they
patronize and co-op branded content to
reshape as they wish. It is scary or brands
to give away that control and put the
power into consumers hands. But you
need to let consumers take a part in the
brand experience. Trust them, and you will
reap the benefts.
Traditional advertisingno longer works alone.Print, TV, radio and billboards are no longer
the end-all, be-all. Various other media
are now used to catch peoples attention.
YouTube alone gets 2.5 billion video views
per day.
A lot o great campaigns employ specifc
types o content on each platorm, so
the user can choose their own adventure.Tipp-Ex is one such example they made
paper corrective solution sexy by creating
a un and unexpected interactive campaign
on YouTube. They aggregated 40 dierent
videos that can be unlocked depending on
what the user chooses to do.
Dont put mediaplatorms in silos.For clients who have a Facebook page
and a Twitter page, fnd a way to have
each platorms content eed o each
other. Think about the digital behavior o
an audience and how you can make that a
core part o your strategy.
The Internet isdemocratic, and so
should campaigns be.Turn the campaign into a participatory
vehicle to drive a story by letting users
comment, parody, and actively participate.
Instead o orcing them to watch
something, fnd an invigorating way that
will make them happy to be involved.
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Increase digital literacyacross all teams.
Attaining digital literacy is the frst step
any company needs to take in addressing
the ull spectrum o opportunities that the
space has to oer. There are some guiding
principles that should be ollowed in trying
to get everyone in your organization on the
same page rom a digital perspective.
Digital is a movingtarget.Each person, whether a client or someone
in the agency, has a dierent perception
o digital. Create your own defnition andstandardize it, investing time in educating
all levels o sta.
Fill in theseknowledge gaps.Inorm people o the opportunities made
possible by new digital developments.
Bring in a tech vendor, not with the
intention o a sales pitch but simply to
generate awareness o the product.
Dont use technologyor the sake otechnology.Not every campaign needs an app. The
cool idea created around a technology
just because the technology makes it
possible might not always be the most
eective way to meet clients needs.
Collaborate with othercompanies.Invite over another company in your
industry and discuss what is working and
not working.
Come up withincentives to getpeople excited.Challenge everyone to get 200 ollowers on
Twitter. Use Foursquare around the ofce.And let the mayor o any conerence room
boot anyone out o their seat!
Set up a digitalplayground.Create a break room, a place where people
can collaborate, experiment, and become
inspired. Introduce an app o the week,
and have the sta play around with it.
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Photo by eboy
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WWW.BBDO.COM
WWW.PROXIMITYWORLD.COM
WRITTEN BY
ALEXANDRA ATILANO
TAO DONG
EDITED BY
EDWIN PHILOGENE