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DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of...

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DEATH BY A THOUSAND CUTS NICK VALE, HEAD OF CREATIVE STRATEGY Thanks to Stuart Butler, John O’Keefe, Tom Standage and others
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Page 1: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

DEATH BY A

THOUSAND CUTSNICK VALE, HEAD OF CREATIVE STRATEGY

Thanks to Stuart Butler, John O’Keefe, Tom Standage and others

Page 2: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

WELCOME

TO THE

DARK

AGES

Page 3: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others
Page 4: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others
Page 5: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others
Page 6: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

INVISIBLE

MEDIA

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Page 8: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others
Page 9: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others
Page 10: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

SERENDIPITY

COMMON EXPERIENCE

IDEAS BRAND

Page 11: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

MICRO

MOMENTS

Page 12: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

MOMENTS

WITH MEANING

Page 13: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

MOMENTS WITH MEANING

IDEAS

BRAND VALUEPOV /PERSPECTIVE

MASS COMMUNICATIONS

ENGAGEMENT

QUALITY

MICRO MOMENTS

COMPUTERS

SALESTOOLS TECH

INDIVIDUAL

DATA DRIVEN

EFFICIENCY

0.05p £500 £50k £10m

High priced ad unitsLow priced ad units

Ad unit

price

Market £

spend

AD INVESTMENT

Page 14: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

KRAFT HEINZ

$100

$80

$60

$40

$20

2017 2018 2019

Page 15: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

NEW

RENAISSANCE

THINKING

Page 16: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

1. DELIGHT IN

PHYSICALITY

Page 17: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

2. BE UNASHAMEDLY

MASS

Page 18: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

3. COMPLEMENT THE

DIGITAL WORLD

Page 19: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

4. MAKE BEAUTIFUL

ENJOYABLE

EXPERIENCES

Page 20: DEATH BY A THOUSAND CUTS - Two Sides · 2019-11-11 · death by a thousand cuts nick vale, head of creative strategy thanks to stuart butler, john o’keefe, tom standage and others

THANK YOU


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