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We need to have a betteridea about our ideas


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Advertisingisnt working


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Source: TGI

I enjoy the ads as much as the TV

programmes

%


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Source: OMD Proprietary DVR Study 2006

%

I dont recall seeing any commercials

while watching the programme(American Idolor Desperate Housewives)


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Images courtesy of Russell Davies


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Images courtesy of Russell Davies (above) and

Wooster Collective (right)


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Hugh MacLeod gapingvoid.org


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What we do in totality

as marketers doesvery little to change

consumer behavior


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Some inconvenient truths

In most categories a brands market share is stationary

4 out of 5 categories seen as increasingly homogeneous

Less than 1 in 10 ads seen as different

4% response rate successful in DM; 0.5% average click-thru

rate for banners

3x $ spent on price cutting as on brand building inpackaged goods

Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey


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I think were usingthe wrong map; a map that

does a poor job atdescribing the reality ofcontemporary culture


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We celebrate big messages ratherthan rich or generous ideas


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Stop looking for the loud giant stuff.

The small marvels surround us.

Warren Ellis


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20Frank Chimero


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Nobody comes out of a movie

saying, that was a really goodfilm. I really enjoyed it.It was really clear.

Russell Davies


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We are obsessed by what things do,

not what people do with them


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Text

Our focus should not be on emergingtechnologies but emerging cultural practices

A revolution doesn't happen when a

society adopts new tools. it happens whensociety adopts new behaviors


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Our frame of culturalreference is movies.

Yet more Americansplayed a video game inthe last six months than

went to the movies.


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As agencies we are verygood at producing finite,complete products.

Were not very good at

creating an open processand designing for gaps.


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Its not digital thats

important.

Its participation.


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3333


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We are obsessed by what things do,not what people do with them

We have got our grammar all wrong


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Its not about social media,its about social ideas


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Sociability lies at the heart ofwhat makes great ideas

today different


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Great ideas today are different.

Have a point of view on the world, not a position in thecategory.


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Have a social mission, not justa commercial proposition.


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Like any company we require a profit

to stay in business. But it is not the

reason we are in business. The thing

that has not changed from day one isthe desire to make people think about

the world we live in.

This is, and always will be,

why we are in business.


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Photo: Andrew Hovells

(aka Northern Planner)


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Photo: Andrew Hovells

(aka Northern Planner)


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Understand what people are interested in and work backfrom there.



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Nobody reads advertising. People read whatthey want to read and sometimes it's an ad.

Howard Gossage

Often our biggest mistake as managers is

believing that, in general, customers carea lot about your brand. They do not.

Patrick Barwise


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Not sure a gorilla playing aPhil Collins drum solo winsus the Dairy Milk account

A text message from Laurence Green to Richard Flintham


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5 million views in 8 weeks

Sales up 7%, 30% greaterthan industry average


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Do stuff, dont just say stuff.



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Its about ideas thatcan be advertised,

not advertising ideas


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Do stuff, dont just say stuff.

Do lots of things, not one thing.



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Any idea is dangerous if its a persons onlyidea*

A culture full of depth and complexity

The rule of the 5% requires lots of matches to start a fire

Why not when the economics have changed?

* George Wills take on the American idea, Atlantic Monthly, November 2007


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DO.

Learn.


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Provide anuplifting experience

that enrichespeoples lives

language,eg skinny

specials egfrappucino

habitsformation

rangeand options

orderingsystem

starbuckscompany

baristaculture

my sisterbook

africa 05

socialresponsibility

used groundsfor gardeners

fair tradecoffee

causepublicityin store

sofas andambience

hearmusicXm

burn your owncd

music cd

in storeperformance

and art

bookreading

starbuckssalon

akelah andthe bee

Source: John Grant, The Brand Innovation Manifesto

Coherency not consistency.


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Organize theworlds information

and make ituniversally

accessible anduseful.

Its about understanding distributed identity.

GoogleSearch

Google411

GoogleDocs

Googlelabs

GoogleShopping

GoogleScholar

GoogleBooks

GoogleMaps

Googlesketch

Google.Org

Fossil fuelChallenge

Youtube

ChromeBrowser

Blogspot


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High frequency. Low value. Semi-unpredictable rewards.


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The only big idea today isnot to forget the littleones along the way.


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Thank you Ed and Influx Insights for spotting this


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All this means how youdesign, create and evaluate

ideas has to change.


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Does it communicate?

Is it clear?

Is it likeable?

Is it engaging?

Is it replicable?

Is it magnetic?

Has it got depth?

Is it slippy and spreadable?

Is it participatory?

Is it generative?


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Thanks.http://www.garethkay.com

http://www.twitter.com/garethk

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