2. THERE’S USUALLY ONE SENTIMENT THAT YOU TAKE
AWAY FROM ANY CONFERENCE YOU ATTEND.
IN THE CASE OF ATOMIC, I LEFT THINKING
“I DON’T KNOW ANYTHING.”
LUCKILY, I WASN’T THE ONLY ONE. THE RAPID
CHANGES IN TECHNOLOGY AND THE QUICK
ADOPTION RATES OF THE BEHAVIOUR (AND THE
DEVICES) MEAN THAT NOW MORE THAN EVER,
WE HAVE VERY LITTLE FRAME OF REFERENCE
FOR HOW TO PREDICT THE FUTURE OR EVEN
IMAGINE WHAT THE WORLD WILL LOOK LIKE
5 YEARS FROM NOW.
3. PREVIOUSLY, WE’VE HAD THE
LUxURY OF HINDSIGHT. WE
COULD LOOK AT OUR NEAR
AND DISTANT PASTS AND
DERIVE SOME SORT OF CON-
TExT FOR WHAT OUR FUTURE
HOLDS. WELL, ACCORDING
TO THE SPEAKERS AT THIS
YEAR’S ATMOIC CONFERENCE,
THOSE DAYS ARE GONE.
4. PRESENTING TO A ROOM OF PREDOMINANTLY
AGENCY AND MEDIA FOLKS, WE HEARD ABOUT
DISRUPTIVE BUSINESS MODELS, MIND
CONTROL AND THE SOCIALIzATION OF
TELEVISION. ARE THESE IDEAS THAT WE WILL
INCLUDE IN OUR NExT CLIENT PITCH?
PROBABLY NOT. BUT THESE IDEAS CAN HELP
US (EVEN IN A SMALL WAY) UNDERSTAND AND
PREPARE FOR WHAT OUR INDUSTRY FUTURE
MAY LOOK LIKE.
5. ALExANDER MANU
THE INTERNET IS JUST BEGINNING:
DISRUPTION AND TRANSFORMATION
IN THE NETWORKED SOCIETY
THIS CONTENT IS A SUMMATION OF
ALExANDER MANU’S PRESENTATION
6.
7. MANU OPENED WITH
THIS QUOTE:
“THE SUPPOSITION THAT THE FUTURE
RESEMBLES THE PAST, IS NOT FOUNDED ON
ARGUMENTS OF ANY KIND, BUT IS DERIVED
ENTIRELY FROM HABIT.” (DAVID HUME, 1737)
BUT WHAT IF OUR FUTURE HELD SO MUCH
CHANGE THAT HINDSIGHT AND HABIT COULD
NO LONGER BE RELIED UPON?
8. FORESIGHT
HOW DOES ONE ATTAIN THE
POWER OF FORESIGHT? HOW
DO WE LINK THE FUTURE TO
TODAY? WE NEED TO FIND
WAYS TO DEVELOP AND HAR-
NESS FORESIGHT IN ORDER
TO CREATE BUSINESSES THAT
WILL MATTER IN 5 YEARS.
9. THE PROBLEM THAT MANY
COMPANIES ARE FACING IS THAT
THERE IS NO PROCESS FOR BUILDING
ON THE INTELLIGENCE AND FORESIGHT
OF TODAY.
COMPANIES ARE SUFFERING FROM:
LEGACY PROCESSES
LEGACY KNOWLEDGE
LEGACY SUPPLIERS
LEGACY METRICS
10. THE SOLUTION?
RETHINKING THE BUSINESS
MODEL – QUARTERLY. IS THIS
REALISTIC WITH OUR OWN
BUSINESSES? UNLIKELY. WITH
OUR CLIENTS’ BUSINESSES?
ALMOST IMPOSSIBLE.
11. HOWEVER, THE CASUALTIES OF THIS
REFUSAL TO CHANGE ARE ALL AROUND
US, ARGUES MANU. YOU NEEDN’T LOOK
FURTHER THAN BLOCKBUSTER OR HMV
TO SEE HOW QUICKLY CHANGES IN
TECHNOLOGY AND USER PREFERENCE
CAN AFFECT ENTIRE BUSINESS MODELS.
AND THIS IS REALLY THE KEY: IT’S NOT
JUST ABOUT THE TECHNOLOGY OR THE
DEVICE. THE REAL CHANGE IS COMING
FROM THE CHANGING BEHAVIOUR OF
SHOPPERS AND CONSUMERS.
12. FOUR THEMES EMERGE
1. THE NEW CONTExT
2. SOURCES OF VALUE
3. DISTINCTIVE COMPETENCIES
4. BUSINESS MODELS
13. 1. THE NEW CONTExT
WE ARE A NETWORKED SOCIETY. AND TODAY
IT’S ALL ABOUT SOCIAL, LOCAL AND MOBILE.
SOLOMO
THE LEADERS OF THIS NEW CONTExT ARE
THE NETWORKED MILLENNIALS:
THEY WANT TO PARTICIPATE
THEY WANT EMPOWERMENT
THEY WANT TO BE ENGAGED
14. THE SHIFT IN MOBILE
APPLE IS SUCCESSFUL BECAUSE THEY DON’T
BELIEVE THAT THEY MAKE PHONES.
THE IPHONE IS A STRATEGY –
NOT A DEVICE.
15. THE SHIFT IN MOBILE
MANU WROTE A NUMBER OF YEARS AGO
ABOUT A SHIFT THAT WOULD TAKE PLACE
IN TECHNOLOGY
“FROM SMART DEVICES WITH DUMB SENSORS
TO DUMB DEVICES WITH SMART SENSORS.”
THE REASON FOR THIS IS THAT PEOPLE WANT
TO SEE THEMSELVES IN EVERYTHING THEY DO.
THEY WANT THEIR LIVES REFLECTED BACK TO
THEM. THEY WANT TO BE RECOGNIzED.
16. THINK ABOUT THIS IDEA
NOW LOOK AROUND YOU. SEE HOW MANY ITEMS
IN YOUR HOME OR OFFICE HAVE BECOME A RE-
FLECTION OF YOU: YOUR MOBILE PHONE, YOUR
TV, YOUR COMPUTER.
NOW CARRY THIS IDEA WITH YOU AND YOU’LL
START TO SEE OTHER WAYS IN WHICH MEDIA
AND COMMUNICATION IS CHANGING TO BE A
MORE PERSONALIzED REFLECTION OF YOU.
FROM TRAVEL SITES, TO CHARITABLE
ORGANIzATIONS TO SHOPPING, YOU’LL START
TO SEE YOUR PREFERENCES, YOUR FRIENDS AND
YOUR OPINIONS REAFFIRMING YOUR DECISIONS
AND BEGGING YOU TO PARTICIPATE.
17. BEHAVIOUR SPACE
IT’S HERE THAT MANU STATES THAT IT’S
THE ACTIVITY THAT IS THE ECONOMY.
THE TECHNOLOGY ISN’T WHAT CAN BE
MONETIzED, BUT RATHER THE BEHAVIOUR.
SO WHAT IS BEHAVIOUR SPACE?
A PLACE OF POSSIBILITY. THIS IS WHERE HE SEES
THE SUCCESS FACEBOOK. IT’S A PLACE TO SEE
“ME IN YOUR EYES.”
18. 2. SOURCES OF VALUE
PLAY VALUE
“PLAY VALUE IS THE RELATIONSHIP BETWEEN
PHYSICAL AND MENTAL FEATURES OF A
PRODUCT OR SYSTEM.”
19. ANXIETY
EMOTIONAL
STATE
UNPLEASANT PLEASANT
BOREDOM
THERE IS A SYSTEM TO THIS, AND THE TRICK
IS TO PLACE YOUR PRODUCT OR ExPERIENCE
ON THE RIGHT PART OF THE CONTINUUM.
20. 3. DISTINCTIVE COMPETENCIES
“THE CHALLENGE IS NOT ABOUT TECHNOL-
OGY IT IS ABOUT STRATEGY AND FORESIGHT.
NOT ABOUT WHAT PEOPLE ARE DOING, BUT
WHAT THEY ARE ABOUT TO DO.”
SO, IT’S NOT ABOUT ‘GETTING TWITTER’ IT’S
ABOUT LOOKING FOR THE NExT THING THAT
PEOPLE ARE GOING TO DO AND UNDER-
STANDING AND LEVERAGING THIS.
21. 4. BUSINESS MODELS
WHAT DOES THIS MEAN TO YOU?
BRANDS NEED TO UNDERSTAND THAT THEY ARE
BECOMING A MEDIA COMPANY – THEY ARE
CONTENT CREATORS. THEY ARE CURATORS OF
ExPERIENCE.
AND THIS ExPERIENCE ExISTS IN TIME AND PLACE,
MAKING LOCATION-BASED DATA THE MARKETING-
COMMUNICATION MEDIA OF CHOICE.
IT WON’T BE ABOUT WHAT YOU SELL, IT WILL BE
ABOUT HOW PEOPLE ExPERIENCE WHAT YOU SELL.
“PEOPLE’S ACTIONS ExPRESSED AS DATA, WILL BE-
COME A NEW FORM OF CURRENCY.”
22. WHAT DOES THIS
MEAN TO US?
AGENCIES OF THE FUTURE WILL
BECOME BROKERS OF EVERYDAY
ExPERIENCES. WE WILL LOOK AT
HOW TO TRANSFORM THE NAMELESS
FACELESS CROWD INTO A CAPTIVATED
AUDIENCE, AND EVENTUALLY A
PARTNER IN THE CREATION OF
ExPERIENCE.
WE WILL BECOME CONTExT AND
CONTENT ExPERTS.
23. WHAT DOES THIS
MEAN TO ALL OF US?
BRANDS AND AGENCIES NEED TO
WORK TOGETHER TO MOVE AWAY
FROM A TRADITIONAL MODEL
DESCRIBED AS “AN INTERRUPTION
OF A STATIC SITUATION IN A
PREDETERMINED SPACE.”
OR, I’M GOING TO STOP YOU FROM
WATCHING THE GAME TO SHOW YOU
MY PRODUCT.
24. WHAT DOES THIS
MEAN TO ALL OF US?
INSTEAD, WE MOVE TO “ENGAGEMENT IN
MULTIPLE LAYERS OF ExPERIENCE IN A
DYNAMIC SITUATION.”
BUT THIS GOES BEYOND THE AGENCY
CREATING BRANDED CONTENT. IT MUST
BE PLACED IN THE BRAND’S HANDS
TO CREATE ExPERIENCES THAT ARE
ENGAGING. TO WELCOME SHOPPERS
AND CONSUMERS IN TO THE BRAND
ExPERIENCE AND ALLOW US ALL TO
PARTICIPATE.
26. 2016
IT SOUNDS LIKE A BAD MICHAEL BAY MOVIE. GOOGLE
2016 AND YOU’LL SEE LINKS TO OLYMPIC GAMES;
AN ARTICLE FROM THE MAIL ONLINE, WHICH STATES
THAT IMF SEES THIS AS THE YEAR THAT CHINA’S
ECONOMY WILL SURPASS THAT OF THE US; AND
ERICSSON PREDICTS THAT 35% OF THE WORLD
WILL HAVE LTE (LONG TERM EVOLUTION), THE NEW
INTERNATIONAL STANDARD FOR NExT GENERATION
WIRELESS NETWORKS. AND WHAT DOES MARK
HOLDEN THINK? THAT WE’RE GOING TO BE LIVING IN
A VERY DIFFERENT WORLD THAN WE DO TODAY.
27. WHAT’S CHANGING
OUR FUTURE?
HARDWARE
OLED, OR ORGANIC LIGHT-EMITTING DIODES ARE
HERE TODAY AND ARE STARTING TO BE USED IN A
VARIETY OF DEVICES SUCH AS TV SCREENS,
COMPUTER MONITORS, MOBILE PHONES AND
WATCHES. OLEDS CAN BE PRINTED ON TO
SUBSTRATES. THEY ARE LIGHT WEIGHT AND
FLExIBLE MAKING THEM PERFECT FOR ROLL-UP
DISPLAYS, THEY ARE INCREDIBLY BRIGHT AND HAVE
BETTER VIEWING ANGLES AND HAVE BETTER POWER
EFFICIENCY.
28. CONNECTED TV
WE’RE ALL STILL WAITING FOR THE YEAR OF MOBILE
AND THE DAY THAT M-COMMERCE MAKES A WAVE IN
RETAILING, BUT WITH CONNECTED TV PERHAPS THAT
DAY WILL NEVER COME.
29. ACCORDING TO HOLDEN, CONNECTED TV
COULD HAVE A GREATER IMPACT THAN
MOBILE ON THE WAY WE BUY. THIS IS
WHEN WE’LL START TO SEE COMPANIES
LIKE GOOGLE START BIDDING FOR MAJOR
BROADCASTING RIGHTS. T-COMMERCE
WILL RESULT IN 15$ BILLION IN 2016. THIS
IS JUST THE ECOM PORTION THE DATA
WILL BE WORTH MUCH MORE
PROGRAMMING WILL BE THE NEW RETAIL.
30. CONNECTED TV
SO HOW WILL THIS CHANGE THINGS IN 2016?
T-COMMERCE WILL RESULT IN $15 BILLION IN REVENUES
FOR THE PERSONAL COMMERCE PORTION ALONE.
HOLDEN SEES THE DATA VALUE BEING WORTH MUCH
MORE THAN THIS.
PROGRAMMING WILL BE THE NEW RETAIL. AND WHY
NOT? WHEN YOU CAN PAUSE TV, VIEW THE ITEM YOUR
FAVOURITE CHARACTER IS WEARING OR THE CAR
THEY’RE DRIVING AND POTENTIALLY BUY IT BEFORE
THE NExT COMMERCIAL BREAK.
31. CONNECTED TV
IT STARTS WITH THE SOCIALIzATION IF TV AND HBO
CONNECT IS JUST THE BEGINNING.
32. BRAND VS CONTENT
IT’S NOT NEW – SOAP OPERAS STARTED
THIS IDEA OF BRANDS BRINGING YOU
CONTENT. THEN IN 2001 IT HIT THE
PUBLISHING WORLD WITH FAY WELDON’S
THE BULGARI CONNECTION WHERE HER 23RD NOVEL WAS
SPONSORED BY THE JEWELER IN RETURN FOR A MINIMUM
OF 12 MENTIONS OF THEIR BRAND IN HER BOOK.
NOW THE BLUR BETWEEN BRAND AND CONTENT IS MAKING
IT DIFFICULT FOR THE AUDIENCE TO TELL THE DIFFERENCE
BETWEEN THE ADS AND THE PROGRAMMING.
33. BRAND VS CONTENT
NOW THE BLUR BETWEEN BRAND AND CONTENT IS
MAKING IT DIFFICULT FOR THE AUDIENCE TO TELL THE
DIFFERENCE BETWEEN THE ADS AND THE PROGRAMMING.
34. BRAND VS CONTENT
THIS WILL ONLY BECOME MORE AND MORE SEAMLESS
AN ExPERIENCE AS THE ADS STOP BECOMING AN
INTERRUPTION (SEE THE SYNOPSIS OF ALExANDER’S
MANU’S PRESENTATION) AND START TO BECOME
INTEGRATED IN A BRANDED ExPERIENCE.
BY 2016, HOLDEN BELIEVES THAT THE ADS SERVED WILL
BE CUSTOMIzED TO EACH AUDIENCE MEMBER BASED
ON THEIR PREFERENCES AND PREVIOUS BEHAVIOUR.
AND THAT THE TECHNOLOGY IS COMING TO ALLOW THE
CONTENT OF THE SHOW ITSELF TO SHOW DIFFERENT
PRODUCT PLACEMENT DEPENDING ON THE AUDIENCE –
SOMETHING THAT WILL BE DONE IN POST-PRODUCTION.
35. VIRTUAL
PERSONAL
ASSISTANTS
THERE’S NO NEED TO WAIT UNTIL 2016 TO ExPERIENCE
WHAT IT WILL BE LIKE TO HAVE A VIRTUAL PERSONAL
ASSISTANT – YOU JUST NEED TO HEAD DOWN TO YOUR
LOCAL APPLE STORE AND PICK UP THE IPHONE 4S AND
LAUNCH SIRI.
SURE IT’S GOT ITS BUGS RIGHT NOW – ESPECIALLY
FOR THOSE OF US IN CANADA WHERE MANY OF THE
FEATURES AREN’T RUNNING OPTIMALLY YET. VIRTUAL
PERSONAL ASSISTANTS. LINKS TO YOUR DATA ON YOUR
PHONE, LISTENS TO WHAT YOU ASK FOR AND BOOKS A
RESTAURANT FOR YOU. IT WILL MOST LIKELY BE BUILT
INTO THE IPHONE 5/6.
36. AUGMENTED
REALITY
SOME OF THE PARTICIPANTS OF THE ATOMIC
CONFERENCE DISCUSSED AUGMENTED
REALITY CAMPAIGNS THAT WERE CREATED
FOR THE LIKES OF BARNES AND NOBLE AND
AIRWALK. HOWEVER, IN EACH CASE THESE
PROMOTIONS REQUIRED MARKERS TO FOLLOW
AND LOOK FOR WITH AN APP.
37. AUGMENTED
REALITY
HOLDEN SPOKE ABOUT MARKERLESS
AUGMENTED REALITY WHERE YOU
CAN HOLD UP YOUR PHONE TO GET
MORE INFORMATION ON PEOPLE
AND PLACES.
AND EVENTUALLY, HE MUSED, THERE
COULD BE AN AUGMENTED REALITY IN
A CONTACT LENS.
38. IT’S NOT A FAD
FACEBOOK ISN’T A FAD. IT’S NOT A
DATING SITE. IT’S NOT WHERE 18-YEAR-OLDS
WASTE TIME (WELL, IT MAY BE THAT TOO).
IT’S A PLACE TO START TO DO BUSINESS
AND TO REACH AN ENTIRE DEMOGRAPHIC
SET WHO IS COMMUNICATING ALMOST
ExCLUSIVELY ON THIS PLATFORM.
BY 2016, HOLDEN REPORTS THAT 76% OF
RETAILERS SAY THAT THEY WILL START TO
USE FACEBOOK TO SELL.
39. GAMIFICATION
IT’S THE LATEST INDUSTRY BUzz-WORD, BUT IT TOO
WILL TAKE HOLD (AND PROBABLY BEFORE 2016).
IT’S NOT JUST FOR FARMVILLE, IT’S BEING USED AN
INCENTIVE OR TACTIC TO SOLVE LARGE PROBLEMS.
FOR ExAMPLE, WHEN FIRST AID CORPS WANTED
TO RECORD ALL OF THE DEFIBRILLATORS ACROSS
THE WORLD, THEY USED A GAMING MENTALITY TO
GET AVERAGE CITIzENS TO SEEK OUT THE
DEFIBRILLATORS AND SUBMIT THEIR LOCATION
TO A CENTRAL SOURCE.
40. THE TAKEAWAY?
SURPRISINGLY, THE SAME THEME
STARTED TO EMERGE AS THE CONFERENCE
PROGRESSED AND IT WAS ONE OF
PERSONALIzATION AND SOCIALIzATION
OF CONTENT. NOT JUST BEING ABLE TO
DESIGN YOUR OWN PAIR OF NIKES, BUT
TRULY MAKING THE ExPERIENCE WITH A
BRAND A PERSONAL ONE AND THEN
BEING ABLE TO SHARE THAT ExPERIENCE
WITH FRIENDS AND FAMILY.
41. THIS IS THE IDEA OF
LOOKING GLASS PEOPLE.
IT WILL BE DRIVEN BY THE
NEED TO BE WITNESSED
AND NOTHING ELSE. THE
INCENTIVE IS SIMPLY THAT
“YOU SEE ME” AND
RECOGNIzE ME AS A PART
OF THIS BRAND, THIS TRIBE.
42. WHY NOW?
THE CHANGES THAT WE SEE COMING IN 2016 WILL BE
HELPED ALONG BY OUR LOWER LEVELS OF ANxIETY
ABOUT PRIVACY AS THE MILLENNIALS, WHO GREW UP
IN A CONNECTED WORLD, MAKE THESE BEHAVIOURS
AND TECHNOLOGY PART OF THEIR EVERYDAY LIVES.
43. WE HAVE TO SHIFT FROM
SET PLANS AND CAMPAIGNS
THAT TAKE SIx MONTHS TO
ExECUTE AND ANOTHER
6 MONTHS TO TEST, TO
ADAPTING TO WHERE
PEOPLE ARE RIGHT NOW
AND WHAT THEY WANT
THEIR ExPERIENCE WITH
YOUR BRAND TO BE.
44. WE’RE IN A TIME OF
ExPONENTIAL CHANGE.
THE NExT FIVE YEARS
WILL FEEL LIKE THE
INNOVATION OF THE
LAST TEN YEARS.
ARE YOU READY?
46. FOR SOME TIME NOW THE QUESTION HAS BEEN RAISED
ABOUT HOW TO DEFINE AN AGENCY LIKE OURS. WHO
DOES DIGITAL WORK, BUT WOULDN’T DEFINE ITSELF AS
A DIGITAL AGENCY? WHAT DO WE DO?
THE SAME QUESTIONS SEEM TO BAFFLE MANY CLIENTS
AS THEY ExPLORE THEIR DIGITAL STRATEGY IN RELATION
TO THEIR OFFLINE STRATEGY AND TRY TO FIND THE
SYNERGIES AND COMMON THREADS.
47. IN LEAKE’S TALK ABOUT HYPER ISLAND – A
WORLD-WIDE EDUCATION PROGRAM ABOUT
THE DIGITAL FUTURE AND HOW TO NAVIGATE
IT – HE SOLVED THE SEMANTIC
PROBLEM WITH HIS OPENING STATEMENT:
“IT’S NOT ABOUT CREATING DIGITAL WORK.
IT’S ABOUT CREATING WORK FOR A DIGITAL
WORLD.”
48. YOU CAN FALL DOWN THE
RABBIT HOLE OF TACTICS
BECAUSE WITH DIGITAL THERE
ARE MILLIONS OF PLACES THAT
YOU CAN TAKE AN IDEA. THE
PROBLEM IS, YOU CAN EASILY
GET LOST IN THE DETAILS.
49. HE SEES TWO TYPES OF MEDIA:
INTERRUPTIVE MEDIA AND ON
DEMAND MEDIA
INTERRUPTIVE MEDIA
ALL BRANDS HAD TO DO WAS GET NOTICED –
IT WAS A PUSH MENTALITY.
ON DEMAND MEDIA
THE BRAND IS NO LONGER IN CHARGE. THE
AUDIENCE IS. AND THE CONTENT AND ExPE-
RIENCE YOU’RE SHARING HAS TO BE GOOD
ENOUGH TO SEEK OUT.
51. ON DEMAND MEDIA
THE BRAND IS NO LONGER
IN CHARGE. THE AUDIENCE
IS. AND THE CONTENT AND
ExPERIENCE YOU’RE
SHARING HAS TO BE GOOD
ENOUGH TO SEEK OUT.
52. SO YOU ASK YOURSELF, WHY
WOULD YOUR SHOPPER OR CON-
SUMER WANT TO SPEND TIME
WITH YOUR BRAND?
WHAT ARE YOU OFFERING THAT’S
MEANINGFUL? VALUABLE?
OR CAN HELP SOLVE A PROBLEM?
53. SPEED IS ANOTHER ISSUE IN THE
SOCIAL AND DIGITAL WORLD.
WITHIN A DAY, YOU CAN HAVE A
RESPONSE TO A CAMPAIGN THAT
TOOK SIx MONTHS TO PUT
TOGETHER AND YOU DON’T HAVE
ANOTHER SIx MONTHS TO PUT
TOGETHER A RESPONSE.
SO WHAT IS YOUR PLAN?
54. LEAKE SUGGESTS
STEALING FROM THE
PRINCIPLES OF IMPROV:
1. LISTEN
2. “YES AND...”
3. A MISTAKE IS A GIFT
4. MAKE THE ACTIVE CHOICE, DON’T JUST TALK ABOUT-
WHAT YOU’RE GOING TO DO
5. MAKE EVERYONE ELSE LOOK BRILLIANT
6. FIND THE GAME
55. WHO’S
LISTENING?
JETBLUE IS. WHEN THE MEDIA JUMPED ALL
OVER THE AUTOMOTIVE INDUSTRY FOR
TAKING THEIR PRIVATE JETS TO ASK FOR
BAILOUT MONEY, JETBLUE RESPONDED
WITH AN AD AND MICROSITE INVITING
THEM TO FLY JETBLUE INSTEAD.
56. WHO’S LISTENING?
HONDA IS. HONDA DID MORE THAN ‘LISTEN’ TO
IT’S BRAND-LOVERS, HONDA LOVED THEM BACK
WITH A CAMPAIGN THAT REACHED OUT TO PEOPLE
WHO LOVE THEIR CARS MAYBE A LITTLE BIT TOO
MUCH. LOVES YOU BACK.
57.
58.
59. ACT LIKE A START-UP
IDEAS ARE MEANT TO BE SHARED. DON’T ACT LIKE
A LARGE CORPORATION, OR ELSE NOTHING WILL
GET DONE. ACT LIKE A START-UP AND LET YOUR
IDEAS LOOSE!
1. GET LEAN AND USE JUST AS MANY PEOPLE
AS YOU NEED
2. WORK FAST
3. MINIMIzE WASTE
4. ExPOSE IDEAS TO AS MANY PEOPLE AS
POSSIBLE
5. TEST IDEAS
6. SCALE IT UP LATER WHEN YOU FIND SUCCESS
7. THEN BLOW IT OUT
60. ONE WEEK CHALLENGE:
WHAT CAN WE DO AND
LAUNCH IN A WEEK?
DON’T OVER THINK IT
TRY IT AND SEE IF
PEOPLE RESPOND TO IT.
62. FRANK COOPER III
CMO, GLOBAL CONSUMER
ENGAGEMENT, PEPSICO
THE HIT PRINCIPLE
THIS CONTENT IS A SUMMATION OF
FRANK COOPER’S PRESENTATION
63. BRANDS MUST RETHINK THEIR ROLE IN OUR
CULTURE. THEY NEED TO MOVE AWAY FROM
BEING SEEN AS AN ADVERTISER OR PASSIVE
OBSERVER. EVEN BEING A SPONSOR OF THEIR
SHOPPER OR CONSUMER’S EVENT ISN’T GOOD
ENOUGH. BRANDS MUST NOW BE MAKERS OF
CULTURE AND CREATORS AND CURATORS OF
ExPERIENCE.
THIS IS THE IDEA BEHIND ‘THE HIT PRINCIPLE.’
IT’S ABOUT CAPTURING THE SOCIAL zEITGEIST
AND MAKING IT A PART OF THE BRAND.
64. THE REASON FOR THIS SHIFT IS A LOSS
OF CORE CONSUMERS. PEOPLE ARE LESS
BRAND LOYAL AND SO BRANDS ARE PAY-
ING MORE TO GET LESS OF A RETURN.
IN ADVERTISING, IT APPEARS THAT
EVERYTHING HAS EVOLVED ExCEPT
BRAND MARKETING PRACTICE.
THE WAY WE’VE GONE TO MARKET HAS
BEEN THE SAME FOR TOO LONG.
67. HUMANITY
RESPECT THE COLLECTIVE IDENTITY. UNDERSTAND
THE VALUES THAT BIND PEOPLE TOGETHER. FROM
HERE, YOU CAN CREATE A MOVEMENT.
BUT YOU START WITH THE PEOPLE WHO LOVE YOU,
NOT THE UNDECIDED.
THIS WAS THE PEPSI REFRESH PROJECT. IT WAS
ONE OF THEIR MOST SUCCESSFUL PROGRAMS
WITH 3 BILLION EARNED MEDIA IMPRESSIONS –
BUT IT DIDN’T SELL MUCH PEPSI.
68. HUMANITY
FOLLOW GOOGLE’S ExAMPLE AND DON’T TALK
ABOUT THE TECHNOLOGY, TALK ABOUT WHAT THE
TECHNOLOGY CAN DO.
HTTP://YOUTU.BE/R4VKVHIJDQK
69. IMAGINATION
FIGURE OUT HOW TO PLANT AN ORIGINAL IDEA
INTO SOMEONE’S MIND. IT’S ABOUT CREATION
AND PERCEPTION. HOW DO WE CREATE PER-
CEIVED VALUE?
2008 THEY CREATED DEWMOCRACY WHERE THEY
CREATED A NEW MOUNTAIN DEW. THIS BECAME
THE MOST SUCCESSFUL LIMITED-TIME OFFER IN
PEPSI HISTORY. THIS IS THE POWER OF BRINGING
PEOPLE TOGETHER AND CO-CREATING.
70. TRUTH
WHETHER YOU BELIEVE IN TRANSPARENCY OR
NOT IT’S GOING TO HAPPEN. ALL BRANDS ARE
OPEN TO THE SCRUTINY AND APPLAUSE OF THEIR
CONSUMERS. BUT WHEN YOU MAKE YOURSELF
A GENUINE PART OF THE ExPERIENCE, IS WHEN
YOU FORM REAL BONDS.
IN THE CASE OF xFACTOR, PEPSI SEES ITSELF AS
A PRODUCER, CURATOR AND CREATOR – NOT A
SHOW SPONSOR. THE WINNER IS FEATURED IN
A PEPSI COMMERCIAL THAT WILL BE AIRED
DURING THE SUPERBOWL MAKING THEM PART
OF THE LEGACY. IN THIS WAY, PEPSI BECOMES
A PART OF THE PRIzE.
72. AFTER AN INTENSE DAY OF DISCUSSION
AND LEARNING, THE TAKE AWAY FROM THE
CONFERENCE FOR OUR BRAND PARTNERS IS
(NOT SO SIMPLY): “WHAT DO I WANT FROM MY
AUDIENCE?” THERE ARE POTENTIALLY MILLIONS
OF PEOPLE INTERACTING WITH YOUR BRAND
AND ARE YOU A MEANINGFUL PART OF THEIR
LIVES OR ARE YOU USING THIS TIME TO ASK
THEM TO TO “BUY MORE, PLEASE?”
73. AND FOR AGENCIES LIKE OURS, IT’S ABOUT
UNDERSTANDING OUR CLIENTS’ SHOPPERS
AND CONSUMERS. LEARNING AND CREATING
ACTIONABLE INSIGHTS THAT CAN PROPERLY
REFLECT EACH INDIVIDUAL’S NEEDS AND
WANTS BACK TO THEM.
WE DON’T HAVE TO WAIT FOR THE FUTURE TO
START TO TEST, LEARN AND APPLY. THE FUTURE
IS ALREADY HERE.
