Thoughts shared as part of Game Changers Conf at Onassis Cultural Center, on the impact of the birth and development of Digital ad industry on Creativity.

1. @vareloglou
CREATIVITY
1 - 0
DIGITAL
MARKETING
INDUSTRY
Giorgos Vareloglou 10.10.2017 #GC17gr

2. @vareloglouSource: https://www.naturalworldsafaris.com/wildlife/african-elephants

3. @vareloglou
“The birth and development of Digital ad industry has
been a major setback for creativity in advertising.
-Me

4. @vareloglou
It all started from the kind of people that gave birth to this industry.

5. @vareloglou
Admen

6. @vareloglou
Admen
A bunch of geeks knowing stuff
about the internet, having no idea about
marketing, consumers or creativity.

7. @vareloglou
Admen
including myself.

8. @vareloglou
Copywriter
Source https://500px.com/photo/87873779/lettera-by-copywriter-with-camera?ctx_page=1&from=search&ctx_type=photos&ctx_q=copywriter
It was only during the past 3 years digital
agencies understood the necessity of
hiring copywriters.

9. @vareloglou
MEDIUM MESSAGE
>

10. @vareloglou
KNOW THE PLATFORMS, UNDERSTAND THE TOOLS,
SUGGEST TACTICS, CHASE THE LATEST GIMMICK,
BUILD A FACEBOOK APP, COME UP WITH A
CAMPAIGN ON INSTAGRAM, SUGGEST AN
INSTAGRAM INFLUENCER IDEA.
WE NEED AN IDEA.
>

11. @vareloglou
CRAPPY CONTENT
DIGITAL READY

12. @vareloglou
4 OUT OF 10.000 USERS
MIGHT CLICK ON A BANNER AD.
Source: Google / Greece
2.32 in 10.000 - probability to be hit by a car
https://www.reference.com/math/odds-getting-hit-car-8153e02f5ac36140#

13. @vareloglou
GREECE COMES
#2 IN THE WORLD*
IN AD-BLOCKING.
Source: e-marketer / *26 select countries
36% of Greeks don’t see any ads online.

14. @vareloglou

15. @vareloglou
YET WE, AS AN INDUSTRY, AUTISTICALLY INSIST ON
PUTTING ALL OUR EFFORTS IN MULTIPLYING ZERO
INSTEAD OF INVESTING IN CREATIVITY.
Source: TEDxAthens 2011 commercial - Bold Ogilvy

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22. @vareloglou
ALL THESE ADS SOMEHOW BROKE THE INTERNET GOING VIRAL.

23. @vareloglou
Unsurprisingly, none of them was created by a digital agency.
ALL THESE ADS SOMEHOW BROKE THE INTERNET GOING VIRAL.

24. @vareloglou
DOUBLE DIGIT INCREASE IN SALES.
11x EFFICIENCY IN MEDIA METRICS.

25. @vareloglou
It seems to me that creativity is the most efficient media strategy.

26. A CRAPPY MESSAGE WILL ALWAYS BE A CRAPPY MESSAGE,
REGARDLESS THE AD TECH WE USE TO DELIVER IT.

27. @vareloglou
THANK YOU.