1:30 - 3:30
Media: The New Creative. How to Develop Creative Media Ideas for Memorable Consumer Experiences
Jane Lacher, EVP Strategy, Zenith
Whoever said Media wasn’t creative isn’t working in a consumer experience driven agency. In today’s world, creative media executions and programs are as important as getting the copy right. Media is among the most powerful creative and strategic tools we have to connect with consumers and leave a lasting impression. So how do you generate the ideas that become memorable experiences for your client’s customers? It takes focus and the belief that with Media, you can deliver creative and engaging ideas, campaigns and executions that win awards and make clients happy.
Jane Lacher has run hundreds of ideation sessions at creative agencies, media agencies and with client teams. In this workshop Jane will share the building blocks of designing and implementing a Creative Media Powered Brainstorm, from who to invite, how to prepare and what needs to happen in the room to produce winning ideas. When you get back to your agency, you will be able to impress your boss with your new skills and ability to generate great ideas that deliver on your client’s objectives.
This session is for: Intermediate and junior level strategists and marketers. It will involve individual and small group activities.
Creating People-Centric Brands
Andrea Ring, Chief Strategy Officer, Big Spaceship
People expect a lot from brands. They expect real value, to be moved emotionally, to be surprised and delighted, and to be respected. So, simply lobbing a video, app or TV spot out there and hoping it sticks just won't cut it.
Come join us as we explore a new way of People Mapping that helps us decide exactly what brands should make for people, when, and where. This process combines user experience principles, with data science, and good-old planning instinct.
Planning through Paradox
Brandon Murphy, Chief Strategy Officer, 22squared
We work in an industry full of paradox. In fact, the field of planning is struggling to make sense of many dichotomies at present. We have an abundance of data that haven’t translated into clearer and more inspiring strategies. We are brand experts that have a difficult time branding our discipline. The list goes on. The planning discipline is driven by choice, distillation, consistency and focus. But today’s marketing challenges demand a more sophisticated approach to handling issues, which at face value, seem like competing opposites. In this session, we’ll examine how to strategically lead our clients through paradox, and hopefully, create a new brand for planning by doing it.
Data for Storytellers
Tom Morton, SVP Strategy, R/GA
The world is rich in data. Clients and CEOs are demanding a more data-driven approach to marketing. So where does this leave the more creative, right-brain brand thinkers? This session explores four practical ways to use data to build more inventive, human-friendly brand strategies.
Copy Copy Copy
Mark Earls, HerdMeister, Herd Consultancy
How did the much-missed David Bowie create such a huge body of original and influential work? Simple: he was a great copycat. He borrowed and repurposed from everywhere. From books (Ziggy was based on the Burroughs novel, The Wild Boys and Diamond Dogs on 1984); from theatre (not just Lindsay Kemp's mime school); and from the music he heard around him (his first Billboard #1, Young Americans was conceived on a long coast to coast tour of Last Glam Show and for many his greatest work, The Berlin Trilogy, was rooted in the early 70s Krautrock he found in...Berlin.
Indeed he 'fessed up that "the only art he was interested in was art he could steal.” Being a copycat didn’t stop him being original and fresh at every turn. Right until the end of his life he was making art that was fresh and confounding but using existing materials in new way.
So why do we planners and strategists insist on making new strategies each and every time? New ideas when there are so many good ones out there beyond the immediate thinking of the category? Why make it harder for yourself to make a great one by doing it all on your own? As the artist Grayson Perry puts it, "originality is for people with short memories."
This workshop will show you how to make new from old - using the tools, ideas and practices at the heart of Mark Earls' Bestseller #CopyCopyCopy. You'll learn how to ask the big questions that make strategy easier, faster and more fun.
If it's good enough for David, for Elvis, for Picasso, for the British Olympic Cycling team, for Steve Jobs and James Watt, the guy who invented the steam engine, isn't it good enough for you?