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A New Model for Creative Campaigns: Open Source

Date post: 13-Dec-2014
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The digitization of advertising hasn’t just changed the work that we do. It has also changed the way that we work and the kind of talent needed to succeed. There is no such thing as a standard unit anymore. It takes a team of specialists to develop a campaign that 20 years ago took a handful of people. Agencies can’t use the same model and expect to be successful. The best teams are made up of those who invite others in to make their ideas bigger and better. To succeed in this environment, campaigns must be developed as open source so that other team members can add to and improve ideas.
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october 23, 2013 Open Source 1 Pete Imwalle EVP, Chief Digital & Integration Officer @PeteImwalle Monday, October 28, 13
Transcript
Page 1: A New Model for Creative Campaigns: Open Source

october 23, 2013

Open Source

1

Pete ImwalleEVP, Chief Digital & Integration Officer@PeteImwalle

Monday, October 28, 13

Page 2: A New Model for Creative Campaigns: Open Source

Traditional creative development

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Page 3: A New Model for Creative Campaigns: Open Source

Nincompoop Forest

3

Monday, October 28, 13

Page 4: A New Model for Creative Campaigns: Open Source

4

Marketing in a digital world.

Monday, October 28, 13

Page 5: A New Model for Creative Campaigns: Open Source

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The big ideais just the start.

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Page 6: A New Model for Creative Campaigns: Open Source

Never Been Done Before vsNew Configurations.

Monday, October 28, 13

Page 7: A New Model for Creative Campaigns: Open Source

Honda:Matthew’s Day Off

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Page 8: A New Model for Creative Campaigns: Open Source

Intuit:Small Business.Big Game.

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Page 9: A New Model for Creative Campaigns: Open Source

Listening Cloud9

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Page 10: A New Model for Creative Campaigns: Open Source

Lessons Learned

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Page 11: A New Model for Creative Campaigns: Open Source

lessons learned

Embrace “open source.”

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Page 12: A New Model for Creative Campaigns: Open Source

lessons learned

Champion the collaborators.

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Page 13: A New Model for Creative Campaigns: Open Source

lessons learned

Share early & often.

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Page 14: A New Model for Creative Campaigns: Open Source

lessons learned

Involve SMEs.

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Page 15: A New Model for Creative Campaigns: Open Source

lessons learned

Idea-Diluters live in groups.

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Page 16: A New Model for Creative Campaigns: Open Source

lessons learned

Align measurements of success.

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Page 17: A New Model for Creative Campaigns: Open Source

october 23, 2013

Thank you.

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Pete ImwalleEVP, Chief Digital & Integration Officer@PeteImwalle

Monday, October 28, 13


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