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IKRa NY Campus 2014 - Overview

Date post: 02-Dec-2014
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My vision of NY advertising industry. Lectures reviews, links to documents and cases, conclusions and findings from discussions. Please see full version if you interested in notes and schedule (http://d.pr/f/1aS34/4Pfn7h7m).
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Page 1: IKRa NY Campus 2014 - Overview
Page 2: IKRa NY Campus 2014 - Overview
Page 3: IKRa NY Campus 2014 - Overview
Page 4: IKRa NY Campus 2014 - Overview

Why did I goTo improve personal

background

a. 7+ years in media, research and strategy. Evident gap in knowledge of creative process.

b. To know technics and tools of the process.

c. To meet people.

To know how people see the industry

a. Ideal agency as business and as community.

b. Digital is no more just channel in a plan.

c. Market moves to shops & boutiques.

d. Ways to drive the market.

Page 5: IKRa NY Campus 2014 - Overview

Nota bene:all impressions shared are extremely personal. Author can be crazy and have a weak memory. However,there’s a chance he speaks from position of media agency.

Page 6: IKRa NY Campus 2014 - Overview

17 days of deep dive

14+ people from different areas

7 tours to foremost agencies

21 lectures on ~10 directions

Page 7: IKRa NY Campus 2014 - Overview

Terms

a. Prototypingb. Agile. Lean. Scrum. Sprintc. Retainer budgetd. Proactive pitches

Page 8: IKRa NY Campus 2014 - Overview

Operations

a. Sharing and education for team inspiration

b. Brainstormingc. Educating clientsd. Freelance on hiree. 20% margin at least

Page 9: IKRa NY Campus 2014 - Overview

Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun Mon Tue Wed Thu Fri15 16 aug 17 aug 18 aug 19 aug 20 aug 21 aug 22 aug 23 aug 24 aug 25 aug 26 aug 27 aug 28 aug 29 aug

Arriving

Introduction/ Meeting

(Going inside of English language)

Lana

New Business Development/

Strategy

Digital Out of Home

Day OFFDesign

thinking/User experience

Digital production/innovativ

e prototyping

Creative technology,

presentations

Digital production (team,process

General Overview of Creative Process

Day OFF

New Media Solutions

Start Up and Company

Collaboration

Trends in digital advertising industry

Day 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

10-00

JWT tour, 466 Lexington Ave #6

New York, NY 10017, 9:30-11 AM

11-00

12-00

Сrown Victoria, Introduction, basic

NYC FAQ's, schedule, directions

13-00 LUNCH LUNCH LUNCH LUNCH LUNCH LUNCH LUNCH

14-00

Daniel Murphy(Co-Founder at

VendorDBpformer BBDO

producer) - Startup

15-00

16-00

Matilda Kahl/Sophie

Isherwood(Creative Director at

Saatchi&Saatchi/C

17-00Андрей Габисов,

Global PointПерерыв

18-00

Daniil Krivoruchko, Charlex, "NY ad industry - POV of

the Russian Proffessional"

Chris GorgesHavas WorldwideSenior Strategist

Jeremy Adirim (JWT) - Goals and KPI of production

19.00

Introductory

Meeting

Xavier Gallego(Art director at R/GA)

Benjamin Zoll( Strategist at Bartle

Bogle Hegarty)

Caitlin Burns (Business

Strategist for Media Companies,

Producer, Freelance

Consultant at Caitlin Burns &

Associates)

Flavio Vidigal CD at firstborn - From Creative Tactics to

Transmedia Storytelling

Scott Wells - startup business

development

Patrick Keyes,The Bounce

groupPrincipal

Lana Voynova, Sapient Nitro, UX designer - User

Experience presentation

Zeh Fernando(Senior

Developer at Firstborn)

Prototyping, user testing, and development

Rebecca Sharma (Senior Digital Producer at

Victoria's Secret)David Vale (ass cd

at Firstborn) - Creating and selling the unknown

English language lesson 1, Lana

Voynova, Sapient Nitro

English language lesson 2, Lana

Voynova, Sapient Nitro

Josh Horowitz, Fake Love, Head

Of Creative Development | Founder- Fake

Love best campaigns

Elena Melendy, Senior Content

Strategist at Ogilvy

Jeff Scardino (sr.copywriter at

Ogivly) -Proactive Pitching with the underlying theme

of prototyping

Bruno Perotto (art director from

firstborn) - How to build an effective mood board + Moodboarding

workshop

Clemens Brandt, director of digital

operations at BBDO,

Collaborate, Iterate, Prioritize,

Create

BBDO, 10:30-1 PM, 1285 Avenue of the AmericasNew York, NY

10019

HUGE, 1030-1, 45 Main St #220Brooklyn, NY

11201

ADC (tour+speaker)Igna

cio Oreamuno, Executive Director , 106 W 29th StNew York, NY

10001 , 10:30-1 pm

Sapient Nitro tour, 40 Fulton St

New York, NY 10038 , 1030- 1

PM

Museum of motion picture

Firstborn tour 1130-2pm

Let’s take a look

Page 10: IKRa NY Campus 2014 - Overview

Lana Voynova.English. Biz ethics.

Presentation 1Presentation 2

a. Don’t blame anybody.b. Be easy and be positive.c. Don’t go straightforward to a

problem, use fillers & buffers.d. Don’t decline anything w/o

walkabouts. It’s dead-end.e. Thank people.f. Give feedback.

Page 11: IKRa NY Campus 2014 - Overview

Danil Krivoruchko.NY ad industry.

Presentation

a. People not being late.b. Very wide planning horizon. 3-days

pitches are not usual thing.c. Your English doesn’t matter. Your

skills do.d. Overtime is paid (not common thing).e. Multi-skill is rare and therefore

valued.

Page 12: IKRa NY Campus 2014 - Overview

Patrick Keyes.New agencies.

Presentation

a. Agency brand got to stand for something.b. Sell clients what they need not what you

need to sell.c. Digital agencies becoming “Brand Agencies”.d. CMOs need 10 mini-campaigns /Y vs. 1/Qe. Marketers need partners not pitchesf. Cold callingcreating beacons to help find

youg. Integration drives faster growth

Page 13: IKRa NY Campus 2014 - Overview

Fakelove.We’ll love u if u let us.

Page 14: IKRa NY Campus 2014 - Overview

Fakelove.We’ll love u if u let us.

Presentation

a. fakelove.tvb. Don’t pursuit a client with idea.

Clients just buy.c. Always experimenting. Do what drives

them.d. 20% margin is nothing.

Jaguar case100K+ views a day / 2.3 unique reach+230% increased dealership traffic

Page 15: IKRa NY Campus 2014 - Overview

Elena Melendy.Content strategy.

Presentation

a. Young discipline. No SEO.b. No any evident effects to be

measured. (?)c. Selling model is fee.d. Only account managers are

responsible for commercial.e. Richard Ingram

Page 16: IKRa NY Campus 2014 - Overview

Lana Voynova.Crash course in UX.

Presentation

Clear and useful presentation. Just read it.

a. Project is always a risk. The same problems like we have.

b. Use tools for testing and prototyping.c. usertesting.comd. omtimalworkshop.com

Page 17: IKRa NY Campus 2014 - Overview

Huge.Ideal large agency.a. Yes, market moves to shops.b. R&D doesn’t make profit, but

they want to.c. Work by teams. Mix experience.d. Campaign used to be just TV

spot. It’s digital now and it’s complicated.

e. Both education and hiring.f. Let a client test and see interim.

Page 18: IKRa NY Campus 2014 - Overview
Page 19: IKRa NY Campus 2014 - Overview

Jeff Scardino.Proactive pitching.

Presentation

Owning oppsCreating opps

Knowing opps

jeffscardino.com

Ou

r ro

uti

ne

Mis

sin

g

op

port

un

itie

s

Page 20: IKRa NY Campus 2014 - Overview

Jeff Scardino.Proactive pitching.

Presentation

a. You deal with people.b. Prototype. You have only chance.c. Research. Springwise, PSFK.d. Mobile is next big thing.e. Big idea is harder to sell, but it does

exist.f. Creative technologists are extremely

trendy.g. Future is networks go down.h. In shop you can’t hide.

jeffscardino.com

Page 21: IKRa NY Campus 2014 - Overview

Zeh Fernando.Prototyping, ut & dev.a. pepsispire.com. @vimeob. Cynder framework

Page 22: IKRa NY Campus 2014 - Overview

Jeremy Adirim.Producers’ goals&KPI

Presentation

a. Money and timings person.b. Master of nothing and the champion

of everything.c. Split by teams and try to negotiate.

Page 23: IKRa NY Campus 2014 - Overview

Bruno Perotto.Moodboarding.a. Research & predictive thinking.b. Windows of New Yorkc. Case for local biz owners (AmEx

event):a. 3d modelb. Personal Instagram for bizc. Socializingd. Map development

Page 24: IKRa NY Campus 2014 - Overview

David Vale.Create&sell unknown.

Presentation

a. Research.b. Split to teams. Have developers!c. Mind maps.d. Idea ≠ execution.e. Protect, name and explain ideas.f. Leave space for client to contribute.g. inVision for prototypingh. Rolex case: how to communicate w

luxury

Page 25: IKRa NY Campus 2014 - Overview

Clemens Brandt.Agile.

Presentation

a. 80% estimated wrong.b. Experience maps.c. Scrum master gets everything

together. 10 mins meeting every morning. Solve tasks softly.

d. Freelancers are ok, but it is better mindset to have them in the team

e. Prioritize.

Page 26: IKRa NY Campus 2014 - Overview

Clemens Brandt.Agile.

Presentation

a. Do small things and learn from customers.

b. Don’t think about how complicated things are. Think about product via sprints.

c. Expectation management.d. pop app - prototyping on paper.

Page 27: IKRa NY Campus 2014 - Overview

JWT.

Page 28: IKRa NY Campus 2014 - Overview

JWT.

+

Page 29: IKRa NY Campus 2014 - Overview

Flavio Vidigal.Creative Tactics & TM.a. Brainstorms.b. Sharing ideas inspires and educates staff.c. Educate your clients. Talk to them!d. Build relationships w client. Go face-to-

face.e. No matter how boring and

straightforward the briefing is there’s always a way to push your ideas to a better spot.

PresentationFull doc with videos

Page 30: IKRa NY Campus 2014 - Overview

Xavier Gallego.Creative process.

Presentation

a. Debrief is important.b. Prototype. Use paper.c. Be versatile.d. Remote is next big thing.e. Reddit / drivel / behance.f. If you stuck go whiteboard.

Page 31: IKRa NY Campus 2014 - Overview

Benjamin Zoll.Comm planning.

Presentation

a. Social won’t beat TV. TV is TV.b. 3 social media rules:

a. Social is means not an end.b. Don’t control everything. You can’t.c. Quality above quantity.

c. Mobile will grow.d. Research.e. Selling via numbers.

Page 32: IKRa NY Campus 2014 - Overview

Rebecca Sharma.New media in retail.

Presentation

a. Brands are into technology.b. Brands try to raise the experience.c. Storytelling. All touch points.d. Stay close to marketing team and

customer care center

Page 33: IKRa NY Campus 2014 - Overview

Sapient Nitro.

a. War rooms & adaptive teams.b. Briefs are majority. PP mainly for new biz.c. Creative agencies trying to bring analytics

ind. Don’t tell the whole secret. Have an idea

which others can’t execute.e. No researchers. Use client’s data. No data

driven decisions.f. Tell CEO/CMOs why they need a project.

Page 34: IKRa NY Campus 2014 - Overview

Daniel Murphey.Startup collaboration.

Presentation

a. Don’t get stuff approve.b. Lean method = MVP + tests.c. Trinity of interactive: functionality, UX,

design.d. Retainer budget.e. 1 cocktail party vs. 1000 likes.f. VendorDB.g. Producthunt.com.

Page 35: IKRa NY Campus 2014 - Overview

Scott Wells.Biz development.

Presentation

h. eventbright / garysguide

i. no pdfs or ppts on 1st contact

j. Have statisticsk. Prof. casuall. sales ≠ marketingm. People buy things

from people they trust

a. Short lettersb. Rapportive / ColdIDc. salesforce/sugarcrmd. Be assertive.

Propose.e. bcc FollowUpThenf. Leads are not leads

till you call. Make lists.

g. SEE PPT!

Page 36: IKRa NY Campus 2014 - Overview

Matilda & Sophie.Creative collaborationa. Personify. Mr. Wind. Allstate Mayhem.b. Spokesperson.c. Personal story:

a. Misty Copeland, Duracellb. Derrick Coleman, Trust your power

d. Trust via facts. Prove it. Dove evolution.e. Heritage. Back to start.

a. Chipotle gets avocado out during off-season to show they do care.

Page 37: IKRa NY Campus 2014 - Overview

Ignacio Oreamuno.Art Directors Club.a. Changes are happening. Future is now.b. Everybody's frustrated. Improve yourself.c. Titles are dying. You can be like anyone.d. Billings system should be reviewed.

Agencies should invent. No campaigns but solutions.

e. Everybody's creative. You are creative.f. You reform the industry.

Page 38: IKRa NY Campus 2014 - Overview

Agile.Prototype.

Go out of the box.Storm, educate &

share.

Page 39: IKRa NY Campus 2014 - Overview

Learn. Improve yourself.

Compete with industry.Invent the industry.

Meet people.

Page 40: IKRa NY Campus 2014 - Overview

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