Hi. I am Ana.

The Story.

In the Fall of 2005, I was a graduate student at Columbia. I was learning about technology and innovation.

I wanted to work at AKQA.

So I called Lars Bastholm.

Every day.

For three months.*

Lars finally took the call.

And here I am.

*don't worry, Lars didn't call the cops on me. We became really good friends.

Toyota

Target

Unilever

Redken

Calvin Klein

Pizza Hut

Citibank

Nokia

Burberry

DeBeers

Clarins

CNN

Kashi

Shakira

Maybelline

Ford

Boston Scientific

Universal Music Group

Coca-Cola

Along the way, people started to pay attention.

Oh, and this too:

*I stole this graph from Christoph Neimann

The thing I learned.

*Temple Grandin is a famous high-functioning autistic scientist who studies livestock' behavior and who invented the hugging machine.

I am a visual thinker.

Visual approach is holistic. It embraces the complexity of a situation

without reducing it to a causal, simple explanation.

Instead, it's looking for intuitive solutions that seamlessly fit into

people's behaviors.

It inspires thinking through associations.

It encourages "what if", not "why" and "how".

It's non-linear and allows for the unexpected.

It requires imagination and creativity.

It is perfect for the digital world.

It turned out to be a good thing.

The pillars of my thinking.

• The millenials are 40% of the car market.

• Digital gadgets are replacing cars as identity

markers.

• The millenials are very green (no pun intended).

Cultural micro-tensions.

• They are buying less cars and driving less than any previous generation.

• They view in-car technology as old-fashioned.

• Pollution

.

The brewing currents that are not yet big enough to be considered a culture and a

behavior, but that are real enough for the brands to reconsider their go-to-market

strategy.

Influence is a network.

Its structure decides whether something spreads or not.

Which is why accidental influentials are so important.

Like Amber.

Accidental influentials are easily influenced people who influence other easily influenced people.

Social Influence.

Human Irrationality.People are emotional decision-makers. They are sensitive to design of information

environments and to activities of others. Combine those two things and you get a

powerful engine for behavioral change.

Data as Marketing.Data aggregates act as a shared communication object - a story around products

use based on all individual usage patterns. These stories provide a powerful

consumption context - and a bonus marketing message.

Collaborative consumption.

Methodology.

Digital world provides solutions for it's own complexity.

Amid noise, there are a lot of signals.

All you have to do is be crafty.

Mine what's already out there for insights and creative

ideas.

Google Search Insights (similar search)

uncovers other words that people use to search

for a brand's product/service.

Google insights' keywords

are useful for mining social

media sites to find out what

people are saying about a

product/brand. The most

important thing is to look out

for common themes and to

start tagging them.

Facebook Pages

help us see how

people cluster

around these

common themes

and let us map

their relationships.

Facebook Groups help us understand what

people are agreeing on around a theme.

They uncover small everyday truths,

metaphors people use, and big life moments

they mention (birthdays, weddings,

graduations, etc.).

Running the product/brand reviews through Wordless is also useful for

uncovering the common themes and sentiment around this product/brand.

Twitter Search reveals real-time conversations & the most

popular tweets using the keywords.

GoodReads and Want! uncover how people define themselves,

what they identify with, what's important to them - all of which

provides context in which a campaign is going to be judged.

43Goals and Daytum offer insights in human motivation, different roles they are playing,

possible sources of cognitive dissonance, etc. - which helps us work out what are the triggers

for behavioral change for this target and/or how to get them to pass the campaign idea on.

Understanding how and what our target talks about and what is the wider context of their life allows us to recognize a brewing cultural micro-tension, an existing cognitive dissonance, sources of influence, data we can use for marketing, or needs that we can create an exchange market around.

It lets us capture the white space and come up with "what if."

5 Pilllars of my thinking

Use digital media to mine insights and creative ideas for the campaign.

Recognize the white space for the brand.

Come up with the insights-based concept for the campaign.

Social activation strategy

Distribution & media strategy

Evaluation against brand and communication objectives

Creating & presenting an awesome deck.

Party!

Get brief.

Interrogate brief: what is the real problem here?

Agree on campaign

objectives.

Case Studies.

andjelicaaa@gmail.com

@andjelicaaa

anaandjelic.typepad.com

http://adage.com/author/ana-

andjelic/3343

http://www.slideshare.net/

andjelicaaa

http://vimeo.com/19634070I like deer, too.