thought leadership one pager March 31, 2008Posted by nicholas gill in account planning, five by five, presentations, thought leadership, web 2.0.
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In response to a recent new biz request from the good folk at Five by Five, I came up with this. The brief: “I want an agency that can help me with thought leadership for the next 3-5 years”. A chance to say our piece and inject my own thoughts and build on some recent activity from some splendid world wide webbers. I blatantly stole the headline from the recent AdAge Power 150 bloggers article too (see a few posts back). I’m enjoying the freedom to come up with this type of stuff. More to come soon. What do you think?
Crystal Ball 2.0
We could talk to you for hours about how we’ve evolved from web 1.0 to web 2.0 and what cool and funky new things you should be involved in. We could even start to blind you with the black art that is the semantic web, or web 3.0 as some unimaginative web folk have termed it.
Or we could just say this…
If you think in three years that you’ll start with the intent of having 60% of your budget on TV, 20% on Press, 18% on PR and sponsorships and a generous 2% on digital (up from current 1% of total spend), then we’ll happily work with that 2% and magic up some digital greatness.
… your starting point tomorrow should really be the same as today.
Strategy and ideas.
The best idea always wins.
That will never change. Whatever new-fangled digital technology comes our way in the next three to five years, if we set out to “do a You Tube channel” or “have a group on Facebook” then we’re missing the point entirely. Chasing after the next big thing (or Big Shiny Object Syndrome) pushes you toward tactical execution rather than strategy.
Digital will never be about one piece of technology or ad format. It will never be about a destination site alone. Or just banners driving to it. Great brand strategy is and will continue to be delivered by utilising the world of digital marketing opportunities. Detaching it. And then having your brand advocates distributing the message, rippling it through their social network.
Great strategy and execution is, and always will be, under-pinned by great insight.
As the digital world evolves, so must the process for garnering these insights. No longer just pontificating and navel gazing, digital planners need to listen. And observe. Using a variety of emerging methods beyond the focus group: Facebook, Twitter, Pownce, Utterz etc. You’ve probably heard of Facebook. If you have no clue about the rest, better come talk to us now.
As we evolve, so will our digital marketing opportunities, especially co-creation. We need to let go of the legal and corporate reins and allow our consumers into our world. Collaboration leads to innovative experiences. And brand engagement.
Just talking (advertising) and having a destination site is not enough today. Certainly not tomorrow. Experiences, participation, being personal and attentive, continuous learning and evolving is.
Evolve with us.
future trends in advertising March 26, 2008Posted by nicholas gill in account planning, advertising, futurology, innovation, internet, leo burnett, matt dickman, presentations, thought leadership, trends, video, you tube.
Here’s a great presentation from the Techno//Marketer himself, Matt Dickman. Definitely worth 40 minutes fo your time. A really well structured presentation with neat examples and good brain food to start the day.
And here’s 8 future trends from Leo Burnett in London. Nice to hear a British voice too.
If these three things can’t help me pull together a “what’s next” point of view then nothing will.
stuff and things 21.12.07 December 21, 2007Posted by nicholas gill in advertising, coffee, iformation architecture, physics, presentations, religion, star wars, TV, web 2.0, website, you tube.
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A sackful of stuff and things today as will be away for Christmas.
God bless your brand (thanks to Bo Hellberg)
Fancy attending a Jedi bootcamp? These people exist.
Star in a soap by uploading your photo to check if you’re hot or not. (source: popbitch)
Get fed up with those inane, circular questions about having content above the fold? Use this as ammo to wipe the floor with ‘em. And this as a fabulous creative example to put the knife in. (thanks to Karen Gwyer)
Fabulously weird story about coffee bukkake.
Physics get all web 2.0 and funky (thanks to Mel Ferguson)
Not content with advertising Snickers, Mr . T turns his mohawk to World of Warcraft
stuff and things 07.11.07 November 7, 2007Posted by nicholas gill in blog, presentations.
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Balls. Lots of them. For free. And lots more stuff too. Liven up your powerpoint today. Like I did. Better still, get Keynote. Like I did. And although it’s for free, donate something. Like I did – a coffee.
Are blogs reaching the final frontier before Man? Blog in space. I can’t tell if this is for real or not.
Yet another form to fill in to claim your online identity. I won’t as patience is running low.