Hello FALMOUTH

The triumph of digital means the DEATH of good design

AGREE

Lowest common denominator typefaces

No kerning control (or even line break)

No ownership of designs

DISAGREE

Freedom of expression

Communication on a massive scale

Multi-media team collaborations

Global ‘open’ design community

BOTHERED?Changing landscape – changing expectations of grads

WHO am I?WHY should I know?

BECKY McOwen-WilsonCreative DirectorGeronimowww.geronimo.co.uk

Foundation: Middlesex Uni

HELLO !

HELLO !

TVRADIOONLINEEVENTS/EXPERIENTIALPRESSOUTDOORDMSALES PROMOTIONCRM

Above the line?Through the line?

WHAT line.

Silver ISP(2 x bronze)IDM Award

GlobesBronze DMA

The triumph of digital means the DEATH of good design

DIGITAL

DIGITAL

Online • banners• search• websites• social media & WOM

Mobile

Touch-screen and ‘surface’ technology

Interactive television

‘GOOD design’”Good design” in relation to graphic design must ACHIEVE certain outcomes.A design is nothing more than visual noise if it fails to COMMUNICATE the intended marketing statement to the specific target audience. The design should MAXIMISE COMPREHENSION,retention and action, with minimal effort from its audience, while utilising only those resourcesand timeframes allocated to its production.”dzinemonkey

Relationship BETWEEN the two

‘Big ideas’ presented to client

Design Digital (ideas and tech)

Creative brief

Copywriter Art Director

Brief to agency

Account team Planning dept

GOOD NEWS Design now higher up process

SEAT Cupra launch

Poetry in motion

BACKGROUND• Racing car now available on the road• Male 20-40 yr old petrol-heads

(love to drive and the feeling of power)• Digital natives

BUSINESS CHALLENGE• Build anticipation to the launch • Maximise every opportunity to talk… and ‘shift metal’

HOWEVERSEATs are not very well known (less than 3.5% market share)so had to stand out from more well known (and bigger spending) marques

Could the combination of design and digital give us the EDGE…

ENGAGE the fans - online

Joining the conversations online

Seeding ‘leaked’ footage

ENGAGE the fans – at home

ENGAGE the fans – at home

ENGAGE the fans – at home

DISAGREE:Digital allowed the design to FLOURISH and move naturally from an in-home to online experience

It’s all UFOs and no skill

After initial seduction of online, the pendulum is now swinging back…

HAND-FINISHING element to the designs – getting your hands dirty & craft skills are still vital

Getting the BASICS right - typography and layout

Know the rules in order to break the rules

Using SPECIALISTs to augment your own skills

DISAGREE:Digital is doing offline comms a FAVOUR

As more mass market, low cost stuff is going online, paper-based comms become a higher value, targetted, bespoke channeli.e. with more £s per pack

Digital is the ONLY answer – everything else is dead

W.O.M. is the new HOLY GRAIL – surely that leaves design out in the cold?

Emails

Articles and tips websites

Weekly blog

Single campaign INCLUDED:search facility, reward programme, product packaging, website, blogs, email

Our designs reached over 7.5million people!All driven by WOM as media spend = 0

DISAGREE:Great campaigns are where all channels pull TOGETHER to create a story The CHALLENGE for a designer is to consider how you can translate an idea across many media

Idea EVERYTHINGChannel ANYTHING

The triumph of digital means the DEATH of good design

SUMMATION• Digital can allow the design to FLOURISH

• Digital is doing offline comms a FAVOUR

• Design SURPASSES all channels and is the lifeblood that connects all of the different elements

CONCLUSIONDigital is NOT a threat to good design but thinking it’s the only answer IS.

The internet and digital technology have been so INSTRUMENTAL in the changing ad environment, that digital capability has become the glue of integrated thought.

Good design TRANCENDS channelsDigital helps it live and breathe

Other factors that AFFECT us (particularly design in the world of advertising)

TRENDS

News/culture/events

Fashion

Film

Music

Advertising& design

Arts

News/culture/events

Fashion

Film

Music

Advertising& design

Arts

From deference to REFERENCE

Brands can no longer dictate - it’s all about conversations, with others and the brand itself

We look to other people for definitions and verification NO LONGER to the brands themselves

EXPERIENCEeconomy

It’s not just what brands cost any more – it’s ‘What else they can give me?’We’re an adventurous lot and ‘MONEY CAN’T BUY’ is what we’re after.

eg O2 treats

blue room

priority

‘the dome’Orange

WednesdaysBacardi rooms

Badge ofHONOUR

It’s no longer ‘cheap’ to search for the best deal – it’s something we’re proud of

Haggling, research – all things we may have hidden in the past are now shows of how astute you are… and when you find a bargain you now want to tell everyone!

INSTANT gratification

Everything is ‘NOW’Facebook, Twitter, Flickr, IM, Google Wave etc

We want to know everything NOWWe want everyone to see what we’re doing NOW‘Look how clever, funny, caring, socially responsible I am’

But there is a down side – will anywhere be NEW again?

Alan the day before he lost his Law placement

SIMPLIFY and purify

Faced with fast-paced modern living we are looking for convenience AND simplicity

As we take control of our lives we demand OPEN and HONEST communicationFrom understandable ingredients to CLEAR company practices, we want complete transparency

Lastminute.comhave respondedto this trend:MAXIMISERS v’s SATIFICERSActive LIMITATION of behaviour and choiceOther examplesFreedom – limits time on internet to specified amount/dayVeg boxes – frees you from selection options

SUMMATION

5 From deference to REFERENCE4 EXPERIENCE economy3 Badge of HONOUR2 INSTANT gratification1 SIMPLIFY and purify

Where to FIND trend reports

• trendhunter.com (and on twitter)• mintel.com• springwise.com (sign up for weekly email)• trade press

OBSESSIONThe DARK SIDE of being a professional creative

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Where else would you find so many CHALLENGES, so much VARIETY, doing something you LOVE (that also drives you NUTS) and they pay you for!

ENJOY!

THANKS

Becky McOwen-Wilsonbecky.mcw@geronimo.co.uk@Beckymcb