InDigital Connect - Erica Klegg

1. Erika Clegg @ecjc erika@agencyforchange.co.uk
HOW DIGITAL HAS
LIBERATED CREATIVITY
ERIKA CLEGG

2. Erika Clegg @ecjc erika@agencyforchange.co.uk
“Creativity challenges
technology, technology
inspires creativity”

3. Erika Clegg @ecjc erika@agencyforchange.co.uk
THE OLD WORLD
BIG AGENCY
BIG CLIENT
BIG PROJECTS
BIG AUDIENCE
BIG BUDGET
RESEARCH
PRODUCTION
MEDIA

4. Erika Clegg @ecjc erika@agencyforchange.co.uk
THE NEW WORLD
NIMBLE AGENCY
ENLIGHTENED CLIENT
LEAN BUDGET
GROUND-BREAKING PROJECT
BIG, VARIED AUDIENCE OF INDIVIDUALS

5. Erika Clegg @ecjc erika@agencyforchange.co.uk
HOW IT BEGAN
C O P Y W R I T E R

6. Erika Clegg @ecjc erika@agencyforchange.co.uk
THEN, BILL BERNBACH…
+
C O P Y W R I T E R A R T D I R E C T O R

7. Erika Clegg @ecjc erika@agencyforchange.co.uk
AND NOW WE…
+ +
C O P Y W R I T E R A R T D I R E C T O R G E E K

8. Erika Clegg @ecjc erika@agencyforchange.co.uk
ONE THING HAS NOT CHANGED…

9. Erika Clegg @ecjc erika@agencyforchange.co.uk
“A lot of blood,
sweat and tears
around the small things”

10. Erika Clegg @ecjc erika@agencyforchange.co.uk
BRAND
OBJECTIVE
SCATTERED AUDIENCE
DISPARATE CHANNELS
VARIED MESSAGES
BIG DATA
£ %

11. Erika Clegg @ecjc erika@agencyforchange.co.uk
“A highly targeted message that’s
poor will be out-performed
by a great creative message
with no targeting”

12. Erika Clegg @ecjc erika@agencyforchange.co.uk
“the small things”
+

13. Erika Clegg @ecjc erika@agencyforchange.co.uk
IDEA
+
TECHNOLOGY
+
PEOPLE
=

14. Erika Clegg @ecjc erika@agencyforchange.co.uk
“Magic first, logo second”

15. Erika Clegg @ecjc erika@agencyforchange.co.uk

16. Erika Clegg @ecjc erika@agencyforchange.co.uk

17. Erika Clegg @ecjc erika@agencyforchange.co.uk

18. Erika Clegg @ecjc erika@agencyforchange.co.uk
Blog
Pinterest

19. Erika Clegg @ecjc erika@agencyforchange.co.uk
AWARENESS
ACTION

20. Erika Clegg @ecjc erika@agencyforchange.co.uk

21. Erika Clegg @ecjc erika@agencyforchange.co.uk

22. Erika Clegg @ecjc erika@agencyforchange.co.uk
I N V E S T
•
D E P LO Y
•
M A I N T A I N A U T H E N T I C I T Y
•
A D A P T

23. Erika Clegg @ecjc erika@agencyforchange.co.uk

24. Erika Clegg @ecjc erika@agencyforchange.co.uk
THE FUTURE…

25. Erika Clegg @ecjc erika@agencyforchange.co.uk

26. Erika Clegg @ecjc erika@agencyforchange.co.uk

27. Erika Clegg @ecjc erika@agencyforchange.co.uk
2004
20,000,000
18,000,000
16,000,000
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
Source: Gartner, IDC, Strategy Analytics, Machina Research, company filings, BW estimates
Numberofdevicesinuse(inthousands)
Personal Computers
Internet of Things
Smart TV’s
Wearables
Smartphones
Tablets
Global Internet Device Installed Base Forecast
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

28. Erika Clegg @ecjc erika@agencyforchange.co.uk
…MORE POSSIBILITIES
to see big ideas come to life.

29. Erika Clegg @ecjc erika@agencyforchange.co.uk
THANK YOU.