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Kingston uni talk 2013

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Careers talk I gave to MA students at Kingston University in 2013.

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Kingston uni talk 2013

  1. 1. Creative Futures ‘13 ‘…It’s not complicated, it’s just hard…’ June/2013 Philip Slade : Path WorldWide 1 Michael Slaby http://michaelslaby.com
  2. 2. Today •  What made me? •  8 lessons from 30 years •  A new model of creation •  The one secret to better creativity •  Q&A June/2013 Philip Slade : Path WorldWide 2
  3. 3. June/2013 Philip Slade : Path WorldWide 3
  4. 4. All the power’s in the hands of people rich enough to buy it ! While we walk the street ! too chicken to even try it June/2013 Philip Slade : Path WorldWide 4
  5. 5. Don’t be chicken June/2013 Philip Slade : Path WorldWide 5 h"p://farm8.sta.cflickr.com
  6. 6. June/2013 Philip Slade : Path WorldWide 6 Wearable Frictionless Delivery Health Polarisation Resources
  7. 7. 7 passion IMP What can I tell you after 30 years in advertising? June/2013 Philip Slade : Path WorldWide
  8. 8. Lesson 1. You are more than your course. You are creative June/2013 Philip Slade : Path WorldWide 8
  9. 9. June/2013 Philip Slade : Path WorldWide 9
  10. 10. Lesson 2. The best thing is to join a big agency. But the worst thing you can do is stay at a big agency June/2013 Philip Slade : Path WorldWide 10
  11. 11. June/2013 Philip Slade : Path WorldWide 11
  12. 12. Lesson 3. Lack of creative opportunities? It’s not the brief. It’s your attitude June/2013 Philip Slade : Path WorldWide 12
  13. 13. June/2013 Philip Slade : Path WorldWide 13
  14. 14. Lesson 3a. Lack of creative opportunities? It’s not the brief. (well, actually it might be, but its your job to spot that) June/2013 Philip Slade : Path WorldWide 14
  15. 15. 47956685615philip@t7flondon.co.uk 15June/2013 Philip Slade : Path WorldWide
  16. 16. Lesson 4. Make work feel like play, because play is like a human superpower*. 
 This is the fun time enjoy it. June/2013 Philip Slade : Path WorldWide 16 * Zach Klein
  17. 17. June/2013 Philip Slade : Path WorldWide 17
  18. 18. Lesson 5. Working for yourself is the most fun you can have as a creative. But it can be very expensive. June/2013 Philip Slade : Path WorldWide 18
  19. 19. June/2013 Philip Slade : Path WorldWide 19
  20. 20. June/2013 Philip Slade : Path WorldWide 20
  21. 21. Lesson 6. If you start repeating yourself its time to change. This can also be very expensive. June/2013 Philip Slade : Path WorldWide 21
  22. 22. June/2013 Philip Slade : Path WorldWide 22
  23. 23. Lesson 7. If people start talking about the ‘rules’. 
 You are talking to the wrong people. June/2013 Philip Slade : Path WorldWide 23
  24. 24. June/2013 Philip Slade : Path WorldWide 24
  25. 25. Lesson 8. Create depth. 
 Not just surface gloss. June/2013 Philip Slade : Path WorldWide 25
  26. 26. June/2013 Philip Slade : Path WorldWide 26
  27. 27. 8 Life lessons •  Be more than your course •  Don’t corporatise •  Be opportunist •  Be your own boss •  Never repeat yourself •  There are no rules •  Aim to make history June/2013 Philip Slade : Path WorldWide 27
  28. 28. June/2013 Philip Slade : Path WorldWide 28 Now what?
  29. 29. June/2013 Philip Slade : Path WorldWide 29
  30. 30. June/2013 Philip Slade : Path WorldWide 30
  31. 31. June/2013 Philip Slade : Path WorldWide 31
  32. 32. Make people want things June/2013 Philip Slade : Path WorldWide 32
  33. 33. Make people want things June/2013 Philip Slade : Path WorldWide 33 Make things people want
  34. 34. Collaborate June/2013 Philip Slade : Path WorldWide 34
  35. 35. Break things June/2013 Philip Slade : Path WorldWide 35 Flickr : ficklekni"er
  36. 36. June/2013 Philip Slade : Path WorldWide 36 JBUlpTIkR6nWurvvPYIR_william_s_burroughs.jpg rapgenius.com ‘…when you cut into the present, the future leaks out…’ William S Burroughs
  37. 37. June/2013 Philip Slade : Path WorldWide 37
  38. 38. Engaging customers today requires a redefined marketing organization. McKinsey Quarterly June/2013 Philip Slade : Path WorldWide 38
  39. 39. The House Worldwide is a new idea for 2013 June/2013 Philip Slade : Path WorldWide 39
  40. 40. What is it? §  A new global communications network §  Independent §  Senior talent §  Collaborative June/2013 Philip Slade : Path WorldWide 40
  41. 41. A new model A new approach June/2013 Philip Slade : Path WorldWide 41
  42. 42. One that won’t suit everyone June/2013 Philip Slade : Path WorldWide 42
  43. 43. It suits the few who seek real change June/2013 Philip Slade : Path WorldWide 43
  44. 44. June/2013 Philip Slade : Path WorldWide 44 Embargoed Until 12.30 GMT, Thursday, February 6 ! ! ! ! The$Levi’s®$Brand$Introduces$Customized$Creative$Agency$Model! Draftfcb(Worldwide(and(The(House(Worldwide(appointed(to(deliver(tailor8made( communications(for(the(Levi’s®!Brand( SAN$FRANCISCO,$CA!(February!6,!2014)!2!The!Levi’s®!brand!announced!today!that!it!has! chosen!a!customized!advertising!agency!model!to!address!the!ever2evolving!needs!of!its! global!business!and!marketing!landscape.!Effective!immediately,!the!Levi’s®!brand!will! transition! to! a! combined! agency! team! from! Draftfcb! Worldwide! and! The! House! Worldwide!to!deliver!global!marketing,!creative!and!strategic!support.! ! Jen!Sey,!Chief!Marketing!Officer!of!the!Levi’s®!brand!said,!“We!are!very!excited!about! this!new!model.!We’re!getting!handpicked!creative!talent!from!Draftfcb!and!The!House! networks!at!both!the!global!and!local!market!level.!This!model!will!provide!us!with!the! efficiency!and!consistency!we!need!as!a!global!brand!as!well!as!the!means!to!drive! relevance!around!the!world!by!accessing!top2notch!local!talent!when!we!need!it.!!In! doing!so,!we’ll!strive!to!reach!passionate!new!fans!in!every!market!in!which!we! operate.”!! ! Richard!Pinder,!CEO!and!Founder!of!The!House!Worldwide,!said:!“Levi’s®!is!the!brand! whose!advertising!in!the!80s!convinced!me!to!get!into!the!industry.!!To!win!this!account! is!a!dream!come!true.!We!are!honored!to!participate!in!driving!the!success!of!such!an! iconic!brand!through!our!world2class!creative!talent!put!against!this!new!customized! model.”!! ! Carter!Murray,!Global!CEO!of!Draftfcb,!said:!“To!work!again!for!a!brand!we!handled!for! nearly!70!years!starting!in!the!1920s!is!immensely!exciting.!Joining!forces!with!The! House!to!deliver!locally!and!globally!for!the!Levi’s®!brand!is!a!cutting2edge,!world2class! move!that!will!undoubtedly!yield!great!returns.!Dominic!Whittles,!who!heads!up!our!San! Francisco!operation,!deserves!immense!credit!for!bringing!this!partnership!home!with! this!unique!model.”! ! The!tailor2made!team!for!the!Levi’s®!brand!includes!a!customized!strategy!and!account! team!built!across!Draftfcb!Worldwide!and!The!House!Worldwide,!with!world2class! creative!teams!from!Draftfcb!San!Francisco,!Draftfcb!Los!Angeles!and!The!House! Worldwide’s,!ChinaMadrid!in!Spain!and!CumminsRoss!from!Australia.!Whittles!will! oversee!North!America!and!Pinder!international!markets.! ! 2MORE2!
  45. 45. Two bits of work, two lessons. 1.  Always simplify 2.  Don’t be afraid of causing a rumpus June/2013 Philip Slade : Path WorldWide 45
  46. 46. The British PregnancyAdvisory Service (BPAS) was becoming increasingly frustrated by the attitude of the Irish Government. Who continued debating legislation that does not provide the right or access to procedures that the majority of Ireland support. While turning their back on the thousands of Irish women travelling to the UK to seek medical advice and help. BPAS asked us if we could help them spark a debate in Ireland June/2013 Philip Slade : Path WorldWide 46
  47. 47. June/2013 Philip Slade : Path WorldWide 47
  48. 48. Lenovo : Just simplify June/2013 Philip Slade : Path WorldWide 48
  49. 49. June/2013 Philip Slade : Path WorldWide 49
  50. 50. MEHR NEUES UNTER: LENOVO.COM NEU NEW NOVO LENOVO HALTE-MODUS STAND-MODUSKIPP-MODUS 1 Tablet. 3 Anwendungen. 18 Std. Akku. June/2013 Philip Slade : Path WorldWide 50
  51. 51. Summary June/2013 Philip Slade : Path WorldWide 51 1.  You are lucky 2.  You have a chance to make history 3.  Rules are from the past, opportunity makes the future 4.  I did mention a secret
  52. 52. The Secret June/2013 Philip Slade : Path WorldWide 52 There is always hope, there is always possibili.es, just like the unchecked lo"ery .cket
  53. 53. June/2013 Philip Slade : Path WorldWide 53 Thank You Any questions? @piehead Homeslade.com

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