THE DAY IN QUOTES

DAY 2 June 16th

JIM STENGEL FOUNDER/PRESIDENT/CEO, THE JIM STENGEL COMPANY. FORMER GMO, PROCTER & GAMBLE.

IDEALS: WHY THE BEST BRANDS & COMPANIES ARE LEADING WITH PURPOSE & IDEALS

- Jim Stengel

“ITERATE! BE VULNERABLE!”

- Jim Stengel

“VULNERABILITY IS THE BEST MEASURE OF COURAGE, AND THE BIRTHPLACE OF

CREATIVITY, INNOVATION, & CHANGE.”

- Jim Stengel

“THE BEST BRANDS ARE BUILT ON IDEALS. HAVING AN INSPIRATIONAL REASON FOR

BEING IMPACTS BRAND EQUITY & PURCHASE INTENT.”

- Jim Stengel

“The factor connecting the core beliefs of the people inside a

business with the fundamental human values of the

people they serve.”

AN IDEAL IS:

- Jim Stengel

“BRANDS WITH HIGHER IDEALS & MORE CONSISTENCY, EVOKE STRONGER

EMOTIONS.”

- Jim Stengel

“The 50 brands identified as having the highest ideals in 2000, collectively

outperformed Standard & Poor’s 500 by almost 400%.”

- Jim Stengel

“WE NEED TO HAVE AN INSPIRING IDEAL FOR ALL THE BRANDS WE MANAGE. BE

INTERNALLY INSPIRED, TO INSPIRE OTHERS.”

- Jim Stengel

“WE NEED A NEW FRAMEWORK:”

- Jim Stengel

“SPEND TIME WITH CONSUMERS. SEE YOUR BRANDS’ ROLES IN THEIR LIVES.

BE INTUITIVE. FIND THEIR TENSIONS.”

- Jim Stengel

“LOOK AT YOUR BRAND’S HISTORY. GET DIFFERENT PEOPLE WHO’S LIVES

DEPEND ON YOUR BRAND, AND ASK WHY! WHAT WOULD HAPPEN IF WE WEREN’T

THERE?”

James Hurman Founder & Principle, Previously Unavailable

ORIGINALITY: WHY ORIGINALITY IS IMPORTANT TO ADVERTISING & MARKETING

- James Hurman

“WHY DO WE CONSIDER ORIGINALITY SO IMPORTANT?”

- James Hurman

“WE ARE MORE LIKELY TO PERSUADE PEOPLE WITH AN ORIGINAL ARGUMENT.”

- James Hurman

“GET A GREAT DEFINITION OF THE PROBLEM & ITS CAUSES. THIS SHOULD BE OUR POINT

OF OBSESSION.”

- James Hurman

“GET CLIENTS TO TAKE A RISK, APPEAL TO THEIR PERSONAL NEED FOR ACHIEVEMENT.”

SCOTT BELSKY

VP , PRODUCTS COMMUNITY & HEAD , BEHANCE FOUNDER & CEO , FUSEPROJECT CO-FOUNDER & CCO, PEREIRA & O’DELL

THE NEW CREATIVES

YVES BEHAR

PJ PEREIRA

- Scott Belsky

“THE NEW CREATIVES ARE VERSATILE & OPTIMISTIC.”

- Scott Belsky

“THE NEW CREATIVES RECOGNIZE (AND WELCOME) A FAST-CHANGING INDUSTRY.”

- Scott Belsky

“WE ARE NOW STUDENTS FOREVER, AND THAT IS JUST THE NEW WORLD.”

- Scott Belsky

“NEW CREATIVES WANT TO MAKE AN IMPACT ON WHAT MATTERS MOST.”

- Scott Belsky

“CREATIVES ARE CORE TO THE BUSINESS. THEY ARE NOT HIRED GUNS.”

- Scott Belsky

“WE WANT GREAT WORK. WE WANT GREAT OPPORTUNITIES. WE WANT TO WIN GREAT CLIENTS BASED ON THE QUALITY OF THE

WORK THAT WE’VE DONE, NOT BECAUSE OF WHO WE KNOW.”

- Scott Belsky

“NOW MORE THAN EVER BEFORE, CREATIVITY IS NOT JUST AN OPPORTUNITY,

IT IS A RESPONSIBILITY.”

- Yves Behar

“DESIGNERS HAVE TO START FROM THE INSIDE OUT. FROM WHAT’S INSIDE THE COMPANY – ITS REASON FOR BEING. NOT JUST A NEED TO COMMUNICATE;

A NEED TO BE.”

- Yves Behar

“MEANING CREATES STORY.”

- Yves Behar

“IN ORDER TO CREATE MEANING, DESIGNERS NEED TO BE CLOSE TO BUSINESS.”

- Yves Behar

“WE’RE DESIGNING CONTENT.”

- Yves Behar

“DESIGN IS COMBINING MEANING, STORIES, EXPERIENCE & IN DOING SO IT BECOMES THE

WAY BRANDS, PRODUCTS & COMPANIES CONNECT TO PEOPLE DIRECTLY.”

- Yves Behar

“two things bring people together: success & incredible challenges.”

- Yves Behar

“IF WE ARE NOT PARTICIPATING (GIVING OUR OPINION),

WE ARE RELEGATED TO IMPLEMENTING SOMEBODY ELSES IDEA.”

- PJ Pereira

“IF WE WERE INVENTING ADVERTISING TODAY, WOULD WE DO THINGS THE WAY WE

DO THEM NOW?”

- PJ Pereira

“CONSUMERS ARE DIFFERENT NOW THAN THEY WERE IN THE PAST. THEY HAVE SO

MUCH CONTROL. BUT WE STILL KEEP PRESERVING THE STRUCTURE IN THE

INDUSTRY.”

- PJ Pereira

“WHEN YOU LOOK AT THE ESSENCE OF THE ENTIRE CREATIVE INDUSTRY, YOU FIND THAT

THERE ARE 3 FUNCTIONS.”

THE STORY – THE APPLICATION – THE DISTRIBUTION

- PJ Pereira

“THE QUESTIONS MATTER MORE THAN ANY ANSWER.”

- PJ Pereira

“INTEGRATED TECHNIQUES. NOT THE FORMATS.”

- PJ Pereira

“IN THE AGE OF CONTENT: THINK LIKE A MARKETER.

BEHAVE LIKE AN ENTERTAINER. MOVE LIKE A TECH STARTUP.”

- PJ Pereira

“WE NEED TO THINK FROM THE BUSINESS STANDPOINT. WHAT IS THE PROBLEM THAT

WE’RE TRYING TO SOLVE?”

- PJ Pereira

“IF YOU LISTEN EVERY DAY & WATCH HOW PEOPLE USE IDEAS, THEY BECOME PART OF

THE PROCESS.”

- PJ Pereira

“diversity is the mother of creativity.”

SPIKE JONZE

DIRECTOR, PRODUCER, SCREENWRITER, ACTOR WORLDWIDE CCO, SAPIENTNITRO

MEET THE DISRUPTORS: ON BUILDING WORLDS WITH TECHNOLOGY & STORY

GASTON LEGORBURU

- Gaston Legorburu

“There is ‘story’. There is ‘technology’. But at the heart of it all is

‘humanity’.”

- Gaston Legorburu

“THERE IS A POWERFUL CONNECTION BETWEEN A STORY TOLD & A STORY LIVED.”

- Gaston Legorburu

“A LOT OF ADVERTISING IS NOT STORY-TELLING AS MUCH AS IT IS

STORY-YELLING.”

- Spike Jonze

“TECHNOLOGY IS AN ENDS TO THE MEANS. AN IDEA IS AN IDEA.”

- Spike Jonze

“EVERY TIME WE MAKE SOMETHING WE DON’T REALLY KNOW WHAT WE’RE DOING,

AND WE’RE FIGURING IT OUT AND TRYING TO COME UP WITH HOW WE’RE DOING IT.”

- Spike Jonze

“THE PEOPLE YOU COLLABORATE WITH ARE THE PEOPLE YOU LIVE WITH.”

- Spike Jonze

“WE MADE WHAT WE THOUGHT WAS EXCITING.”

- Spike Jonze

“AS SOON AS SOMEBODY ELSE IS IN THE ROOM, YOU SEE IT THROUGH THEIR EYES,

AND YOU’RE EMBARRASSED AT THE PARTS THAT DON’T WORK. YOU CAN JUST FEEL

WHAT WORKS AND WHAT DOESN’T WORK.”

ABOUT THE VALUE OF SCREENINGS:

- Spike Jonze

“THE MOVIES I’M MOST INTERESTED IN ARE THOSE THAT I HAVE A RELATIONSHIP WITH.

THEY’RE NOT TELLING ME: THINK THIS, FEEL THIS. THEY’RE GIVING ME ROOM TO

INTERPRET MYSELF INTO.”

- Spike Jonze

“‘HER’ WAS CONCIEVED FROM A PLACE OF QUESTIONS THAT I HAD AND THINGS I WAS

ANXIOUS ABOUT OR TRYING TO UNDERSTAND.”

- Spike Jonze

“EVERY PROJECT STARTS WITH A FEELING. In the midst of chaos, when I don’t

know if something is working or not, I go back to that feeling.”

- Spike Jonze

“(THE MEDIUM) DOESN’T MATTER AS LONG AS YOU’RE PUTTING YOURSELF INTO IT

AUTHENTICALLY AND HONESTLY.”

- Spike Jonze

“BE WILLING TO GET FIRED ON A GOOD IDEA.”

JOANNA COLES

EDITOR IN CHIEF, COSMOPOLITAN ACTRESS

FASHION, SEX, CELEBRITY & CHARACTER: A CANDID CONVERSATION

SARAH JESSICA PARKER

- Joanna Coles

“WE LIVE IN A WORLD WHERE, SUCCESS NOW IS EXPECTED TO BE INSTANT.”

- Sarah Jessica Parker

“A LOT HAS TO DO WITH TIME & PLACE.”

- Sarah Jessica Parker

“IF THERE IS NO SUBSTANCE, IT DOESN’T STICK.”

- Sarah Jessica Parker

“WHEN YOU HAVE THE OPPORTUNITY TO BE COLLABORATIVE, YOU’RE THAT MUCH MORE

INVESTED IN THE PROCESS.”

- Sarah Jessica Parker

“FEELINGS ARE COMPLEX AND IT’S VERY INTERESTING TO WATCH PEOPLE SORT

THEM ALL OUT.”

- Sarah Jessica Parker

“BEING NATURALLY A VERY CURIOUS PERSON, I LEARNT A HUGE AMOUNT ABOUT

BUILDING, & THE PROCESS, & THE TECHNOLOGY, & WHAT IT TAKES.”

- Sarah Jessica Parker

“I TOOK ON PROJECTS THAT I FELT I COULD CONTRIBUTE SOMETHING TO AND WORK

WITH PEOPLE THAT I COULD CONTINUE TO LEARN FROM.”

- Sarah Jessica Parker

“WE ARE ASKING FOR HARD-EARNED DOLLARS FROM PEOPLE.”

James Hurman Founder & Principle, Previously Unavailable

HOW TO BE EFFECTIVE FIRST… AND THEN WRITE IT IN A PAPER

- James Hurman

“WINNING ISN’T ABOUT CLAIMING EFFECTIVENESS, IT’S ABOUT PROVING

EFFECTIVENESS.”

- James Hurman

“WE MUST PROVE THAT THE RESULTS ARE OUTSTANDING FOR THE BRAND, AND THAT

THE RESULTS ARE DUE TO THE CAMPAIGN.”

- James Hurman

“CREATE A CLEAR LINE OF SIGHT – SHOWING THE CAMPAIGN LEADING TO THE RESULTS.

PRESENT IN CHRONOLOGICAL ORDER. DISCOUNT OTHER FACTORS – CONSIDER

EVERYTHING!”

- James Hurman

“WELL WRITTEN RESULTS DEMONSTRATE AN UNDERSTANDING THAT ADVERTISING

CAUSES A SEQUENCE OF EVENTS.”

- James Hurman

“COMMERCIAL RESULTS ARE WHAT MATTER. BRAND AWARENESS & SOCIAL METRICS ARE

ONLY RELEVANT IN CONTEXT OF THE COMMERCIAL RESULTS.”

- James Hurman

“SHOW A GENUINE COMMERCIAL RESULT. INCLUDE SALES RESULTS OVER A LONG

PERIOD OF TIME, MARKET SHARE TO GIVE THE CONTEXT OF MARKET GROWTH, &

HIGHLIGHT BEHAVIOUR CHANGE.”

- James Hurman

“THE BEST WORK IS WORK THAT CHANGES BEHAVIOUR.”

BEN ESSEN

HEAD OF PLANNING, IRIS ECD, IRIS

LIFESTYLE HACKING: THE QUESTION IS THE ANSWER

CHRIS BAYLIS

- Ben Essen & Chris Baylis

“WE BUILD PARTICIPATION BRANDS THAT ARE PART OF THE CULTURE, NOT JUST

MARKETING.”

- Ben Essen & Chris Baylis

“OUR GOAL IS TO PROVOKE PEOPLE INTO THINKING THOUGHTS THEY MAY NOT HAVE.”

- Ben Essen & Chris Baylis

“DISRUPT THE RELATIONSHIP.”

- Ben Essen & Chris Baylis

“DATA IS MOST VALUABLE WHEN WE USE IT TO SEEK NEW QUESTIONS. THIS IS WHERE

INNOVATION COMES FROM.”

- Ben Essen & Chris Baylis

“DATA HELPS US UNDERSTAND WHAT CONTENT WORKS AND TRAVELS.”

- Ben Essen & Chris Baylis

“DATA HELPS US FIND NEW WAYS TO ADD VALUE.”

- Ben Essen & Chris Baylis

“DATA SHOULD INFORM YOUR THINKING, NOT YOUR DECISIONS.”

- Ben Essen & Chris Baylis

“DATA IS GOOD AT PAST & PRESENT. CREATIVITY SHAPES WHAT WILL HAPPEN.”

- Ben Essen & Chris Baylis

“IT ALL STARTS WITH A QUESTION.”

- Ben Essen & Chris Baylis

“OUR JOB IS TO MAKE NEW CONNECTIONS BY ASKING QUESTIONS.”

- Ben Essen & Chris Baylis

“JUXTAPOSE & COLLIDE DATA. FIND STORIES IN IT.”

- Ben Essen & Chris Baylis

“LOOK AT THE FRINGES. EMBRACE UNCOMFORTABLE DATA.

DON’T IGNORE THE OUTLIER. CHASE IT! IT’S THE ANOMALIES THAT MATTER.”

- Ben Essen & Chris Baylis

“SYNTHESIZE DATA INTO CREATIVE WORK. SYNTHESIZE DISRUPTION.”

- Ben Essen & Chris Baylis

“AN IDEA IS THE MESHING OF UNRELATED THINGS.”

- Ben Essen & Chris Baylis

“EMBRACE UNCERTAINTY. ADD SOME NOISE.

KEEP ASKING THOSE QUESTIONS!”

Thank you!

@amrsalt @amrsalt

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