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A brief provocation that today's advertisers are failing sufficiently to prioritize the qualities of difference and distinctiveness.
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THE ANTI WIND TUNNEL
MARKETING MOVEMENT
22
WHEN DID ALL THE ADSSTART LOOKING THE SAME?
SAME SCENARIOS…
SAME NARRATIVES…
6
SAME CASTING..…
7
8
THE CLASSIC COMMUNICATIONS
MODEL
RELEVANT
DIFFERENT
BEHAVIORALCHANGE
9
THE DOMINANT COMMUNICATIONS
MODEL
BEHAVIORALCHANGE
RELEVANT
DIFFERENT
WE HAVE FORGOTTE
N THE POWER OF DIFFERENC
E
11
SO WHAT?
12
IT ALL BECOMES A GAME OF RESOURCE –BIGGEST MEDIA BUDGET, DISTRIBUTION, NETWORK OR SALES TEAM WINS
13
“Marketplace clutter takes 5 forms.
Product clutter.Feature clutter.
Advertising clutter.Message clutter.Media clutter.”
“The human mind deals with clutter in the best way it can –
by blocking most of it out”
1414
WE’RE IN DANGER OF
RE-LIVING OUR
ERRORS
SAME OLA.....
16
SAME UGC....
SAME TOOLS…
SAME CONTENT…
19
2020
21
GENERAL QUESTIONS
How long did it take to compile this FAQ?
I have another question what email address do I use to contact you?
Is it true that Teux Deux is the 16th greatest invention of all time?
What are the other 15 greatest inventions?
A long time. So read it.
Before you email us, read this FAQ and give our demo videos a watch. If you ask a question that is already available here, you won’t get a response.
Yes.
We can’t go into detail, but we can say that #6 is Nutella.
22
INSANITY: ”DOING THE SAME THING OVER AND OVER AGAIN, AND EXPECTING DIFFERENT RESULTS”
WHY HAS THIS HAPPENED?
GLOBALIZATION
THE PROFESSIONALISATIONOF MARKETING
CODIFICATION OF BEST
PRACTICE
26
CONSUMER GROUPS – INSIGHT
DISCOVERY
STRATEGIC & CREATIVE
DEVELOPMENT
CONSUMER GROUPS – CREATIVE TESTING
CONSUMER SURVEY – CREATIVE TESTING
SAME CREATIVE DEVELOPMENT MODEL = SAME OUTPUT
27
SO WHERE DO WE GO
FROM HERE?
1. HIRE DIFFERENCE
Spencer Stuart 2010 data shows < 30% CMOs hired from outside their current industry
‘I know you’ve got experience in the baked goods and bread category … but do you have any in sliced bread?’
Account Man at interview with potential
new boss (New York Circa 1972)
Client inquiry, Singapore
30
2. BUDGET FOR EXPERIMENTATION
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3. REWARD RISK
4. VALUE IGNORANCE
33
5. JUDGEMENT-BASED DECISION MAKING
34
‘I love this work. It’s on
brief, on brand and really engaging.
Let’s move straight to research.’
Client -Anon
ANALYSIS PARALYSIS?
‘In business we value most highly that which we can measure most precisely...
...consequently we ofteninvest huge amounts in being precisely wrong rather than seeking to be approximately right.’
Sir John BanhamPresident of the CBI
37
6. HURRY UP
Too much time creates room for caveats, committees and complacency. Speed can be liberating, exciting, invigorating.
THE 40/70 RULE‘Don’t take action if you onlyhave enough information togive you less than 40% chanceof being right. But don’t waituntil you have enough facts to be 100% sure, because by thenit is almost always too late. Once the information is in the 40 to 70 range , go with your gut.’
Gen (Ret) Colin Powell, Secretary of State
THANK YOU