Kingston uni talk 2013

Creative Futures ‘13

‘…It’s not complicated, it’s just hard…’

June/2013 Philip Slade : Path WorldWide 1

Michael Slaby http://michaelslaby.com

Today •  What made me?

•  8 lessons from 30 years

•  A new model of creation

•  The one secret to better creativity

•  Q&A


All the power’s in the hands of people rich enough to buy it !While we walk the street !too chicken to even try it


Don’t be chicken


h"p://farm8.sta.cflickr.com


Wearable Frictionless Delivery Health Polarisation Resources

7

passion

IMP

What can I tell you after 30 years in advertising?

June/2013 Philip Slade : Path WorldWide

Lesson 1. You are more than your course. You are creative


Lesson 2. The best thing is to join a big agency. But the worst thing you can do is stay at a big agency


Lesson 3. Lack of creative opportunities? It’s not the brief. It’s your attitude


Lesson 3a. Lack of creative opportunities? It’s not the brief. (well, actually it might be, but its your job to spot that)


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k 15 June/2013 Philip Slade : Path WorldWide

Lesson 4. Make work feel like play, because play is like a human superpower*. This is the fun time enjoy it.


* Zach Klein

Lesson 5. Working for yourself is the most fun you can have as a creative. But it can be very expensive.


Lesson 6. If you start repeating yourself its time to change. This can also be very expensive.


Lesson 7. If people start talking about the ‘rules’. You are talking to the wrong people.


Lesson 8. Create depth. Not just surface gloss.


8 Life lessons

•  Be more than your course •  Don’t corporatise •  Be opportunist •  Be your own boss •  Never repeat yourself •  There are no rules •  Aim to make history



Now what?

Make people want things


Make people want things


Make things people want

Collaborate


Break things


Flickr:ficklekni"er


JBUlpTIkR6nWurvvPYIR_william_s_burroughs.jpgrapgenius.com

‘…when you cut into the present, the future leaks out…’

William S Burroughs

Engaging customers today requires a

redefined marketing organization.

McKinsey Quarterly


The House Worldwide is a new idea for 2013


What is it? §  A new global communications network §  Independent §  Senior talent § Collaborative


A new model A new approach


One that won’t suit everyone


It suits the few who seek real change



Embargoed Until 12.30 GMT, Thursday, February 6 !!

!!

The$Levi’s®$Brand$Introduces$Customized$Creative$Agency$Model!

Draftfcb(Worldwide(and(The(House(Worldwide(appointed(to(deliver(tailor8made(communications(for(the(Levi’s®!Brand(

SAN$FRANCISCO,$CA!(February!6,!2014)!2!The!Levi’s®!brand!announced!today!that!it!has!chosen!a!customized!advertising!agency!model!to!address!the!ever2evolving!needs!of!its!global!business!and!marketing! landscape.!Effective! immediately,! the! Levi’s®!brand!will!transition! to! a! combined! agency! team! from! Draftfcb! Worldwide! and! The! House!Worldwide!to!deliver!global!marketing,!creative!and!strategic!support.!!

Jen!Sey,!Chief!Marketing!Officer!of!the!Levi’s®!brand!said,!“We!are!very!excited!about!this!new!model.!We’re!getting!handpicked!creative!talent!from!Draftfcb!and!The!House!networks!at!both!the!global!and!local!market!level.!This!model!will!provide!us!with!the!efficiency!and!consistency!we!need!as!a!global!brand!as!well!as!the!means!to!drive!relevance!around!the!world!by!accessing!top2notch!local!talent!when!we!need!it.!!In!doing!so,!we’ll!strive!to!reach!passionate!new!fans!in!every!market!in!which!we!operate.”!!!

Richard!Pinder,!CEO!and!Founder!of!The!House!Worldwide,!said:!“Levi’s®!is!the!brand!whose!advertising!in!the!80s!convinced!me!to!get!into!the!industry.!!To!win!this!account!is!a!dream!come!true.!We!are!honored!to!participate!in!driving!the!success!of!such!an!iconic!brand!through!our!world2class!creative!talent!put!against!this!new!customized!model.”!!!

Carter!Murray,!Global!CEO!of!Draftfcb,!said:!“To!work!again!for!a!brand!we!handled!for!nearly!70!years!starting!in!the!1920s!is!immensely!exciting.!Joining!forces!with!The!House!to!deliver!locally!and!globally!for!the!Levi’s®!brand!is!a!cutting2edge,!world2class!move!that!will!undoubtedly!yield!great!returns.!Dominic!Whittles,!who!heads!up!our!San!Francisco!operation,!deserves!immense!credit!for!bringing!this!partnership!home!with!this!unique!model.”!!

The!tailor2made!team!for!the!Levi’s®!brand!includes!a!customized!strategy!and!account!team!built!across!Draftfcb!Worldwide!and!The!House!Worldwide,!with!world2class!creative!teams!from!Draftfcb!San!Francisco,!Draftfcb!Los!Angeles!and!The!House!Worldwide’s,!ChinaMadrid!in!Spain!and!CumminsRoss!from!Australia.!Whittles!will!oversee!North!America!and!Pinder!international!markets.!

!2MORE2!

Two bits of work, two lessons.

1.  Always simplify 2.  Don’t be afraid of causing a rumpus


The British Pregnancy Advisory Service (BPAS) was becoming increasingly frustrated by the attitude of the Irish Government. Who continued debating legislation that does not provide the right or access to procedures that the majority of Ireland support. While turning their back on the thousands of Irish women travelling to the UK to seek medical advice and help.

BPAS asked us if we could help them spark a debate in Ireland


Lenovo : Just simplify


MEHR NEUES UNTER: LENOVO.COM

NEUNEWNOVOLENOVO

HALTE-MODUS STAND-MODUSKIPP-MODUS

1 Tablet. 3 Anwendungen. 18 Std. Akku.


Summary


1.  You are lucky 2.  You have a chance to make history 3.  Rules are from the past, opportunity makes the future

4.  I did mention a secret

The Secret


Thereisalwayshope,thereisalwayspossibili.es,justliketheuncheckedlo"ery.cket


Thank You Any questions?

@piehead

Homeslade.com

Kingston uni talk 2013

Marketing

Transcript of Kingston uni talk 2013