Daniel Stein (EVB) presentation to Boston University

Wednesday, February 15, 12

2.13.12 - BOSTON UNIVERSITY PAGE 2



THE AGENCYWHO WE ARE

WE USE INNOVATION TO TELL BRAND STORIES FOR PROGRESSIVE COMPANIES.


2.13.12 - BOSTON UNIVERSITY PAGE

INNOVATION

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INNOVATION IN MARKETING IS ABOUT

NEW IDEAS.



TECHNOLOGY, PRODUCTION, MEDIA,

STRATEGY ARE TOOLS TO GET THERE.



the parkingmeter: circa 1940



the parkingmeter: circa 200

not much has changed



Streetline is introducinga radical shift in parking.

Wireless sensors...



...and a mobile application



RELICS OF OUR GENERATION



ADVERTISING IS WAY BEHIND.



WE ARE DRIVING AROUND IN CIRCLES,

HOPING TO FIND A PARKING SPOT.

THERE’S GOT TO BE A BETTER WAY.



TRADITIONAL ADVERTISING WORKS BY INTERRUPTING A STORY WITH A LESS INTERESTING STORY.



DIGITAL IS NO BETTER.



UNSCIENTIFIC FACEBOOK TARGETING STUDY



WE PUT UP WITH IT BECAUSE IT IS ALL WE KNOW.



FROM HAND GRENADES TO HANDSHAKESAPPROACH



THE NUMBER OF BRAND MESSAGES YOUR CONSUMER SEES IN A GIVEN DAY.



THE NUMBER OF MESSAGE THEY ENGAGE WITH.



THE NUMBER OF MESSAGE THEY RETAIN.



THE NUMBER OF MESSAGE THEY ACT UPON.



This is our goal.



Advertising + Media won’t get us there.



We need to starting looking at the world in terms of

Content + Context



CONTENT

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THE AGENCYWHAT WE DO

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ENTERTAINMENT

ADVERTISING

PUBLIC RELATIONS

TECHNOLOGY



OUR PHILOSOPHYSOCIAL BY DESIGN

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ADVERTISING

CONTENT

CONSUMERPARTICIPATION

SOCIALMEDIA

PUBLICRELATIONS

MUSIC/ENTERTAINMENT

MOBILE



NATURE OF CONTENT

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ENTERTAINMENT UTILITY

COMMUNITY



EVERYTHING WE DO IS ABOUT STORY-

TELLING.



Spoken Story

Written Story

Visual Story



WELCOME TO THE LIVING STORY



CONTEXT

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2.13.12 - BOSTON UNIVERSITY PAGE3 42

PEOPLE ARE MEDIA



WITH FRIENDS

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CELEBRITIES AS MEDIA OUTLETS

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2.13.12 - BOSTON UNIVERSITY PAGE3 45

DATA IS THE NEW CREATIVE BRIEF



CLIENTS & CULTURE

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CLIENTS DEFINE AGENCIES.



EVERY CLIENT RELATIONSHIP AS A

SOURCE OF LEARNING AND INSPIRATION.



THE CULTURE OF YOUR CLIENTS RUBS

OFF ON YOU.



CHOOSE WISELY.



“WE ONLY WORK WITH CLIENTS FOR

WHOM DIGITAL IS THE MOST IMPORTANT

MEDIUM.”- Martin Brooks, Work Club



EVB REVIEW POLICY.

ATTITUDEINNOVATIONACTIONPARTICIPATIONFEARLESSNESS



THINGS I HAVE [UN]-LEARNED IN THE PAST TEN YEARS.

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[random] closing thoughts



EXECUTION IS MORE IMPORTANT THAT ORIGINALITY.

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MANY OF THE IMPORTANT BRANDS OF TODAY...



...ARE NOT ORIGINAL, JUST EXECUTED BETTER.



HIGHER BUDGETS RARELY LEADS TO MORE CREATIVE WORK.

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YOU DON’T HAVE TO BE BIG TO BE GLOBAL.

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THERE IS NO REPLACEMENT FOR HUMAN CONTACT (VOICE OR FACE-

TO-FACE).

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MULTI-TASKING ISN’T POSSIBLE.

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CULTURE IS MORE IMPORTANT THAN STRATEGY.

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CONVENIENCE WILL ALWAYS WIN OUT OVER PRIVACY.

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Daniel Stein (EVB) presentation to Boston University

Business

Transcript of Daniel Stein (EVB) presentation to Boston University