Is tech crowding out big thinking?APG Noisy Thinking Event

when did planning get so small?

when did planning get so small?

is new tech crowding out big thinking?

when did planning get so small?

is new tech crowding out big thinking?

no

no

no

a new OS

what’s the evidence?

{sigh}

more noise

hypotheses1. we should expect to see a decrease in commercial effectiveness 2. we should expect to see a decrease in creative inventiveness

is there wisdom in the crowd?

commercial impact has increased

1980-2002 2004-20100.0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

Annu

alis

ed E

SOV

ef-

ficie

ncy

Source: Binet & Field 2013, IPA dataBANK

question 2what happens when digital runs with tv?

1998 - 2004 2006 - 20100.00.20.40.60.81.01.21.41.6

combined TV + Digital campaignsAnnu

alis

ed E

SOV

effici

ency

atl/digital impact has increased

Source: Binet & Field 2013, IPA dataBANK

question 3what about tv in isolation?

1980-2002 2004-20100.00.10.20.30.40.50.60.70.80.9

TV cases

Annu

alis

ed E

SOV

effici

ency

tv solus impact has increased too

Source: Binet & Field 2013, IPA dataBANK

Channel: Websites Interactive

Social/viral

Mobile/Apps Search

Increase in number of brand effects:

17% 15% -2% -5% -6%

digital works in different ways

Source: Binet & Field 2013, IPA dataBANK

is there a decrease in commercial effectiveness?

is there a decrease in commercial effectiveness? no

has creative work got less ambitious?

hang on, let’s not forget the ones I’ve forgottenkaiser chiefs the future is mediaval, met police

choose a different ending, dove ad makover, british airways #homeadvantage, paddy power, royal borough of greenwich, refuge , doritos etc etc etc etc etc etc etc etc etc etc etc etc etc etc

no

what about APG winners then?

Pause(play film)

http://www.youtube.com/watch?v=F31Bqpz0r6o

no

is tech thinking small thinking?

Not small

just different

how do ideas create value?

what do ideas want from us?

how do ideas create value?

we’re in the business of getting people to do stuff

start stopcontinuepay more

communicationnoun1. the imparting or exchanging of information by

speaking, writing, or using some other medium.

"television is an effective means of communication”

campaigns create energy

140 characters SEO google imagesfacebook games experiential event/stunt

social reviews adaptive data longeform contentpop song programmes documentaries

Communal

Personal

modern stories are remixed

communicationnoun1. the imparting or exchanging of information by speaking, writing, or using some other medium.

"television is an effective means of communication”

2. means of sending or receiving information, such as telephone lines or computers.

"satellite communications"

tech sustains energy

SYSTEMS(PLATFORMS)Owned/earned mediaSystems for utilityEngage, amplifyOngoing integration

STORIES (CAMPAIGNS)Paid mediaDrive awarenessRecruitCreate momentsAu

dien

ce

Use

a creative value map

You've got to create things in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.

“ “Bill Bernbach

the futurebelongs toentrepeneurs

thinking too much may be a limitatio

n

it’s no longer enough to do the

thinking, it’s now about

doing the doing

minimumviable

strategy

do

learnthink

executeA B

executeA B

CULTURAL CONTEXT

executePLATFORM CONTEXTS

A B

CULTURAL CONTEXT

intimateuser behaviour

synchronisebusiness

brand

digital

content

service

the same, done differently

the same, done differently

what are the unmet needs?

what are the sources of friction?

what are the experiential contexts?

where are the network nodes?

where is the space & value in the idea?

TRANSFORMER

so, this is it1. Thinking has got bigger, not smaller 2. Tech has set us free 3. Embrace your inner entrepreneur

thx