Gareth Kay: Associate Partner, Director of Brand Strategy

I H AT E D I G I TA L S T R AT E GY

S T R AT E GY F O R T H E P O S T- D I G I TA L W O R L D

P O S T- D I G I TA L?

1 9 9 2

A G O O D S T R AT E GY

1. Will the message trigger the desired response?

2. Is it simple? (“-er” good, “-est” best)

3. Is it entertaining? (what’s the sugar coating for the message ‘pill’)?

N E W T E C H N O LO GY

“This stuff is as mainstream as it can be. Google, the iPhone - these move the culture more than The Beatles did in the ’60’s. It’s shaping the human race.”

- Andy Hertzfeld

N E W T E C H N O LO GY, D I F F E R E N T C U LT U R E

“Nobody comes out of a movie saying, “that was a really good movie. I really enjoyed it. It was really clear.”

- Russell Davies

$310 million$220 million

$77 million

“We’ve moved from a downloading culture to an uploading culture.”

- Charles Vallance

Pre-digital

Narcissistic

Messaging

Perception

One way

Big

Post-digital

Interesting

Actions

Behavior

Participatory

Long

W H AT M A K E S A G O O D S T R AT E GY N O WA D AYS ?

1 . B E I N T E R E S T E D I N W H AT P E O P L E A R E I N T E R E S T E D I N

H AV E A C U LT U R A L M I S S I O N ,N OT S I M P LY A C O M M E R C I A L P R O P O S I T I O N

B U I L D A B R I D G E

2 . B E I N T E R E S T I N G N OT J U S T R I G H T

“If you had to choose, would you rather be interesting or right?”Q:

—Malcolm Gladwell, GQ Magazine

“If I were President of the United States, I would rather be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist— what journalist would rather be right than interesting?”

A:—Malcolm Gladwell, GQ Magazine

I N T E R E S T I N G & R I G H T

I F YO U A R E I N T E R E S T I N G , I N T E R E S T I N G T H I N G S H A P P E N

L E AV E G A P S

3 . D O S T U F F, D O N ’ T J U S T S AY S T U F F

W E N O W L I V E I N T H E A G E I F I D E A S T H AT D O

S TO P C O M M U N I C AT I N G P R O D U C T S A N D S TA R T M A K I N G C O M M U N I C AT I O N P R O D U C T S

U S E F U L , E N T E R TA I N I N G , M E M O R A B L E N OT I N T E R R U P T I V E E X P E R I E N C E S

C R E AT E , D O N ’ T J U S T F I L L , M E D I A S PA C E

D O N ’ T J U S T C O M M U N I C AT E A P R O D U C T

M A K E C O M M U N I C AT I O N P R O D U C T S

4 . E X P E R I M E N T W I T H S TO RY T E L L I N G

T E L L S TO R I E S A C R O S S S C R E E N S

5 . M A K E T H E E V E RY D AY P L AY F U L A N D U S E F U L

R E D U C E F R I C T I O N

6 . W O R K S M A R T E R

H I R E D I F F E R E N T LY

7 . B R E A K T H E T Y R A N N Y O F P E R F E C T I O N

“The show doesn’t go on because it’s ready; it goes on because it’s eleven thirty.”

- Lorne Michaels

E X P E R I M E N T S N OT R E S E A R C H

M I N I M U M V I A B L E P R O D U C T

C O M M U N I C AT I O N R & D

I N S U M M A RY

Pre-digital

Narcissistic

Messaging

Perception

One way

Big

Post-digital

Interesting

Actions

Behavior

Participatory

Long

—Tom Kelley, General Manager, IDEO

“Creative firms of all kinds (including ours) know that they must evolve at LEASTas fast as the world is changing around them.”