Creative Strategy - Simon Conlin - March 2015

Creative Strategy Creative Digital Strategy (for Advertising)

@simonconlin

What is Digital Strategy Digital Strategy ...is the process of specifying

an organization's vision, goals, opportunities and related activities in order to maximize the business

benefits of digital initiatives to the organization.

http://en.wikipedia.org/wiki/Digital_strategy

@simonconlin



Who is this?@simonconlin




Advertising needs more adventure @simonconlin

Advertising needs more adventure @simonconlin

Industry Overview @simonconlin

Industry Overview THEN.

A profile of the interactive digital media sector in 2008, there were 2,960 digital media companies in Canada employing approximately 52,000 people.

Digital Advertising accounted for over $1 billion in economic activity.

@simonconlin

Industry Overview THEN.

Canada was recognized for its award winning and fast growing companies and for being home to the world!s largest video game studios.

One sub-sector of the interactive digital media sector, the game sub-sector, was ranked third behind the U.S. and Japan with nearly $2 billion in economic activity.

@simonconlin

Industry Overview NOW.

Canadian Internet Advertising Revenues (Online and Mobile)

Rose to over $3.5 billion in 2013, up 14% compared to $3.1 billion in 2012

A surge in 2013 Mobile revenue (+177%) contributed significantly to overall Internet growth in 2013, (5% up to 13% overall).

@simonconlin


2014-2015 Canada Forecast.

Respondents to IAB Canada’s 2013 Survey have forecasted that Internet Ad Revenues will grow 13% by the end of 2014, rising to $4 billion in Total.

This forecast includes 10% growth in French language ad revenues whichare budgeted to increase to $740 million

@simonconlin


Conclusive evidence to support an annual projected of growth of 17% each year.

Digital (including mobile) is not a phase or a fad, its here to stay and it is not going away anytime soon.

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Impact of digital on advertising@simonconlin

Industry Overview FUTURE.

2017 Canada Forecast. 5 key growth areas:

Connecting Canadians

Protecting Canadians

Economic Opportunities

Digital Government

Canadian Content

@simonconlin

Industry Overview FUTURE.

- 98% of Canadians, particularly remote areas, will access high-speed, services.

- The government will lead in protecting Canadians online – both in Online transactions and prevention of cyber-bullying.

- Investing in research and development, encouraging SMBs to adopt new digital technologies that improve productivity.

- Government to provide “Open Data” making the federal government easier to access for Canadians.

- Ensuring Canadian content is easily accessible online, promoting Canadian content via continued investment into the Canadian Media Fund, Canadian Music Fund, and other such initiatives.

@simonconlin

Industry Challenges + Opportunities:

• Rise of Programmatic Buying / Commoditization requires major publisher data management effort.• Premium Inventory Management is crucial to improved publisher revenue yields.• Monetizing Mobile Investment continues to be a major Publisher challenge.• More Quality Video Content needed to leverage pre-roll placements.• More Effective Publisher Positioning/Differentiation key to advancing direct buyer/seller relationships.• Digital Technology/Infrastructure Demands are High: i.e. new systems, tracking, staffing, skill sets

@simonconlin

@simonconlin

Simon Conlin Creative Strategic Communications

@simonconlin

@simonconlin

Campaigns & Results @simonconlin

Campaigns & Results Campaign: SurrenderYourSay.com

Agency: Saatchi & Saatchi Client: Tourette Syndrome Foundation Role: Senior Digital Producer / Strategist

» View Video »https://vimeo.com/98375519

Partnering with the Art Director and Copywriter, and acting as a Creative Technologist / Producer, I lead the production and was responsible for ideation, strategy, resourcing, even the legalese on the award-winning SurrenderYourSay.com awareness campaign.

@simonconlin

https://vimeo.com/98375519


Campaigns & Results Results = 8,905 people signed up reaching 3,000,000+ people in 24 hours. 1 Billion impressions + abundant press coverage and industry endorsements.

Awards: 2014 Canadian Marketing Awards = 6 Golds 2014 Atomic Awards = Grand Prix + 4 Golds 2013 Media Innovation Awards = Best of Show + 3 Golds 2014 Marketing Awards = 2 Gold2014 ADCCs Directions = Scarlet Letter • Agency of the Year + 2 Silvers2103 CASSIES = Gold 2014 Communication Arts = INTERACTIVE Winner - Social Media 2014 Cannes Lions = Shortlisted for 3 Lions - PR, Media, Promo & Activation.

@simonconlin


Campaigns & Results Campaign: 2014 Mazda 3 LaunchAgency: JWT Client: Mazda Canada Role: Senior Digital Producer / Strategist


Partnering with the Group Creative Director and acting as both Producer & Creative Technologist, we pushed the boundaries to create the world’s 1st multi-cinema driving simulation in theatres "2014 Mazda Fast Lane". I led the production on all digital media including also mobile / app development, web, digital OOH, social and experiential.

@simonconlin



Campaigns & Results Results =

8,809 Requests for test drives. 49% Activation rate among winners (27% overall). 266% Increase in social conversation.

Awards: 2014 Canadian Marketing Awards = 2 Gold 2 silver 1 bronze Cannes Lion = Shortlisted for innovative use of technologyAToMiC Awards = 2 Silver, Best Tech Breakthrough 2014 Marketing Magazine Awards - Apps/Mobile - Silver ADCC 2014 - 2 Silver + 3 Merits (Ambient, Interactive Mobile, Promo)

@simonconlin


Campaigns & Results Campaign: TheUndeading.ca

Agency: Agency59 Client: Heart & Stroke Foundation of Canada Role: Senior Digital Producer / Strategist

» View Video »http://www.youtube.com/watch?v=vOCDwN9pltA

I led ideation, strategy and production on all digital media for this groundbreaking campaign

@simonconlin

http://www.youtube.com/watch?v=vOCDwN9pltA

http://www.youtube.com/watch?v=vOCDwN9pltA

Campaigns & Results

Results=

Set N.American record for largest mass CPR training!

5,020 people simultaneously learned crucial life-saving skills.

Awards:

Best of Show at W3 + 3 Gold

Media Innovations Awards = 2 Gold + 1 Silver

Canadian Marketing Awards = 2 Gold

@simonconlin


Campaigns & Results Campaign: The Most Glorious Survey Ever

Agency: Saatchi & Saatchi / Jam3 Client: Toyota Canada Role: Senior Digital Producer / Strategist


I led strategy and production on all digital media for Toyota (Rav4 2013, Tundra 2013, Avalon 2013)

Awards: FWA Site of the Day (11/05/13)

@simonconlin




Campaigns & Results Agency: MISC Media Client: Adobe & CKF Role: Co-Producer / Co-Director


I was proud to direct, co-produce and choreograph a video for Adobe and the launch of the new Adobe 2014 Premiere.

Featured at SIGGRAPH 2014 and NAB 2014Now part of a documentary for Team Canada 2015

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Innovate or Die@simonconlin

Importance of Strategy All strategic planning deals with at least one of three key questions:

"What do we do?”

"How do we do it?"

"How do we excel?"

In business strategic planning, the third question refers more to beating or avoiding competition.which leads to …. research & development, speed to market and INNOVATION

@simonconlin

https://www.boundless.com/definition/planning/

https://www.boundless.com/definition/strategic-planning/

Implementation of StrategySo, how do we create a digital strategy?

Step 1: Do a comprehensive analysis of company, offering, business model, overall marketing strategy and existing digital initiatives.

Step 2: Define short and long term goals and uncover tactics necessary to achieve them. list KPI's (key performance indicators) that help gauge the success of efforts.

Step 3: determine opportunities and challenges where digital can provide a better solution. This usually starts by assessing unmet needs and processes that need improvement.

*Think* online banking, depositing cheques w/ mobile phone, Hailo / Uber. Netflix any service improved with digital.

@simonconlin

Implementation of StrategyStep 4: Integration of digital is crucial for successful transition in almost every category – data management, CRM, public relations, social marketing, corporate communication and the list goes on.

Step 5: Implementation – vendor and resources for implementation of all digital efforts. provide dedicated project management and strategic oversight .Make the best experience possible

Step 6: Ongoing analytics and improvement – social media reports, quarterly search engine optimization, anything that can help improve your digital strategy and evolve your online presence with the ever changing times.

@simonconlin

AdvertisingMarketingDigital & Social MediaCRM / Direct MarketingPublic RelationsCorporate CommunicationsPromotions / Experiential & Shopper MarketingSEM / SEOTechnology / Innovation

@simonconlin

Roles & Opportunities

Implementation of Strategy

Thank You

Simon Conlin

@simonconlin

@simonconlin

[email protected]

mailto:[email protected]

mailto:[email protected]

Q & A

@simonconlin