2. OBJECTIVE
Everyone wants great, breakthrough ideas
• What are they?
• What’s the context?
• What are the rules?
• What’s a reasonable high bar?
• How do you get there?
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8. GREAT IDEAS- NOW IN MULTIPLE FLAVORS
Products
Experiences
Entertainment
Utility
Conversations
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9. IT USED TO BE SO EASY- DO BETTER THAN THIS?
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10. BUT....
Everything has gotten faster and easier
New channels
The world has opened up- not local- global
Clients and consumers want more than an ad
Brand humanization is the thing
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15. What Type of Great Idea?
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16. 5 minutes 50 years 100 years
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17. A viral A business World changing
5 minutes 30 years 50 years+
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18. WORLD CHANGING
Larry Brilliant fought a war against smallpox
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19. Viral
Entertaining
Shareable
5 minutes 1 year 3-5 years 5-50 years
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20. Viral Ad
Entertaining A one off
Shareable execution
Entertaining
5 minutes 1 year 3-5 years 5-50 years
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21. Viral Ad Campaign
Entertaining A one off Series of ads
Shareable execution under a theme
Entertaining Anticipation
Entertaining
Interesting
Digital/Social
Campaign
5 minutes 1 year 3-5 years 5-50 years
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22. Viral Ad Campaign
Entertaining A one off Series of ads
Shareable execution under a theme Digital experience
Entertaining Anticipation Personal
Entertaining Informative
Interesting
Utility
Relevant
Useful
Digital/Social
Campaign
5 minutes 1 year 3-5 years 5-50 years
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27. LAST 5 YEARS - WE ESTABLISHED CLEAR RULES
An ADD world - viral is for media snacking and
sharing- 1/100 shot- agencies and specialists
A world of entertainment-area for agencies/
Hollywood
A world of spectacle- area for agencies
A new separate world of utility and commerce-
digital shops
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28. EVERYTHING IS NOW IN PLAY THERE ARE NO RULES- BOXES ARE OUT
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37. Viral Ad Campaign
Entertaining A one off Series of ads
Shareable execution under a theme
Entertaining Anticipation
Entertaining
Interesting
Utility
Relevant
Useful
Digital/Social
Campaign Digital experience
Personal
Informative
5 minutes 1 year 3-5 years 5-50 years
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38. LEGO-IZATION AND MASH-UP- CONVERSATION, COMMERCE, UTILITY, ENTERTAINMENT...
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39. THERE’S NOW NO EXCUSE TO LET THE 30 SEC SPOT SHACKLE YOUR THINKING
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40. Conversation+
Viral+
Campaign+
Commerce+
Utility+
Ad+
Digital and Social Experience+
5 minutes 1 year 3-5 years 5-50 years
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41. Conversation+
Viral+
Campaign+
Commerce+
Utility+
Ad+
Digital and Social Experience+
A product
Relevant
Useful
New/different
Sexy
5 minutes 1 year 3-5 years 5-50 years
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43. Conversation+
Viral+
Campaign+
Commerce+ Business
Utility+
Ad+ Galvanizing
Enduring
Digital and Social Experience+
Money making
5 minutes 1 year 3-5 years 5-50 years
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45. Business
Red Bull Media
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46. Business
http://venturebeat.com/2011/02/18/the-birth-of-twitter/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Venturebeat+%28VentureBeat%29
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47. Business
Mom’s Video Camera
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48. Business
Re-define Adult Education
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49. Business
Conversation+ Entertaining and useful
Viral+ Galvanizing
Campaign+ Enduring
Money making
Commerce+
Utility+
Ad+ Changes behavior
Digital and Social Experience+
A product
Relevant
Useful
New/different
Sexy
5 minutes 1 year 3-5 years 5-50 years
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Friday, March 4, 2011
50. Business
Conversation+ Entertaining and useful
Viral+ Galvanizing
Campaign+ Enduring
Money making
Commerce+
Utility+
Ad+
? Changes behavior
Digital and Social Experience+
A product
Relevant
Useful
New/different
Sexy
5 minutes 1 year 3-5 years 5-50 years
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54. THE P.B.E.
POTENT BUSINESS EXPRESSION
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55. P.B.E.
More than a corporate vision- it’s an externalized and internalized expression- humanized for conversations
The high bar
Gets employees motivated
Big emotional construct-human truth/corporate truth that connects to the zeitgeist
Allows multiple forms and expressions and hybrids- provides an anchor/glue/cement
The un-ambitious will limit it to a campaign
The brave will use it to fundamentally transform their business
Left unactioned and without visible manifestations, it will appear shallow and hollow
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56. Conversations+
P.B.E. Business
Viral+ Galvanizing Galvanizing
Motivating Enduring
Campaign+ Money making
Generative
Commerce+ Centering
Utility+ Multiple avenues/
Ad+ Opportunities Changes behavior
Digital and Social Experience+
A product
Relevant
Useful
New/different
Sexy
5 minutes 1 year 3-5 years 5-50 years
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58. Non-Articulated PBE
“DREXLER DECIDED TO TAKE J.CREW UPSCALE—WITHOUT
ABANDONING THE COMPANY’S PREPPY-BASICS HERITAGE. THE IDEA
WAS TO APPEAL TO THE CUSTOMER WHO HAS GRADUATED FROM
THE GAP BUT WANTS SOMETHING HIPPER, AND LESS EXPENSIVE,
THAN RALPH LAUREN”
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62. P.B.E. CHECKLIST
Does it transcend the category?
Is it empowering?
Does it connect to a truth?
Can employees understand it and live by it?
Is it an instruction set for 100s of ideas?
Can it create a business?
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64. GOOD IDEA INGREDIENTS
MAGIC UNDERSTANDING
TIMING/LUCK SAVVY
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65. THE ESSENCE
Freshness + Competence + Connectivity
New Creativity Humanity
Never been done Craft Business
Current Technical chops Cultural
Zeitgeist
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66. THE “GREAT IDEAS”-TEAM
Artistry & Magic
Business
Understanding Entertainers
Chief Culture
Officer Contemporary
Human
Understanding
Intuition
Risk- Taker
Technologist
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67. YOU ALSO NEED A CLIENT WHO IS
OR ASPIRES TO BE A MIRROR IMAGE
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68. Imaginative Amplification is Essential
From: To:
Buying Broadcasting Brand Media Creation
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70. COLLABORATION IS KEY
Clear and inspiring instruction set- a brief
Egoless attitude
Ability to work together
Planners as facilitators and inspirers
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79. HOW IT WORKS
Be realistic- know your strengths- your idea space- your client’s real
goals
If you want to/need to do more- bring in the troops- recognize your
role in the team
Can’t go big without collaboration-new skill
Lack of patience and discipline can be the only barriers to the
longevity of an idea
Greatness can be iterative
For many, a P.B.E. is an achievable goal
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