Slide 1: Under The Influence
Iris / Contagious Event, 17th April ‘08
Slide 4: Iris ECD Shaun McIlrath
What is the future of integration?
Slide 5: Better to ask ‘what is integration?’
No one really knows – but it’s supposed to mean bigger ideas, media‐neutral
Slide 6: Not ‘matching luggage’
ie: A TV campaign with a website
Slide 7: The present is the demented child of integration
What it all really comes down to is not just creating genuine value for clients…
Slide 8: But it is all about creatively interpreting what the consumer needs
How can what we do actually benefit the consumer?
Slide 9: It’s about getting right to the heart of the companies we work for
And understanding that what the consumer needs or wants is the new focus ie: Harley Davidson ‘Hog Club’
Slide 10: Companies will become their own marketing*
Judged by their behaviour * Some already are: Apple, Innocent, Google
Slide 11: From Deference To Reference
From “do as you’re told” To Internet, peers, connected
Slide 12: Be fanatical about customers
Google – actively pursuing ideas that will make things better for people – firms like this represent the real danger to advertising From Nestle to Starbucks
Slide 13: No longer a sell‐to industry
About consumer needs – how much of what we actually spend benefits the consumer directly?
Slide 14: Old‐fashioned persuasion is dead in the era of reference
Ocado – put the consumer in control
Slide 15: Recruit consumer activists
Why marginalise our creativity to advertising? Creativity has gone ‘freestyle’ A different TV script is not differentiating enough
Slide 16: Creatively integrate a customer’s need into the company …
Fallon – Tate Modern
Slide 17: How – ask consumers!
Workshops w/client and consumer Put them in charge of the company
Slide 19: Lawrence Green, Fallon
Ideas – Salvation by imagination The new power of ideas
Slide 20: Ideas spread faster than ever
If an idea works it should be very obvious! But, the mind can tend to reject new ideas – we should be more childlike ‘Gorilla’, ‘Skoda’ (not really a mention of ‘Trucks’)
Slide 22: David McCandless
Picture and a short line Author of ‘The Internet: Now in Handy Book Form’
http://www.theinternetnowinhandybookform.com/
Slide 24: ‘We don’t really read any more’
We want answers quick – that’s why visualisation could be a big trend The Information Atlas Infographics
Slide 25: Information visualisation is the future of information
Touch screens, Microsoft Surface Our visual memory is highly accurate Gapminder, Google spreadsheets, Microsoft PhotoSynth
Slide 28: George Parker – AdScamblogger, ex‐Ogilvy ex‐pat
Moaning about the ‘Big Dumb Agencies’ MySpace – ‘Art Director’s nightmare’ Young creatives should be forced to make great ads from tough products – not global power brands More ranting and controversy …
Slide 29: That’s all folks
