James Bond’s gadget guru, Q, describes how he adds technology to Bond’s armory in the latest movie, Skyfall:
“I can do more damage on my laptop
sitting in my pajamas before my first cup of Earl Grey,” Q says to Bond,
“than you can do in a year in the field.”
At Cannes this week you’ll see all those wannabe-Bonds, without Q; storytellers without data; digital agencies without (more…)
The futures of data and creativity are fundamentally connected. While this eventuality seems inevitable and the statement may be even something of a platitude nowadays, the stark abyss between data and creativity is present across many industries – but none more than the advertising industry.
It has been noted by close observers of the many famous advertising awards ceremonies that effectiveness is now key to success, but still there are too few examples of data-driven creativity.
There are five reasons that data – for the moment – might be removed from the creative process:
First, data mining is often too arduous and complex. As a result, it’s expensive to make data useful, hence there are many sophisticated data analysts who can charge like a wounded bull. Their outputs might be impressive, but their hourly rates scare off too many potential clients.
Second, data mining teams are often unglamorous and lack the cool-factor found in creative agencies. Or so the creative agencies believe. One creative director recently used the oil and water analogy, saying “we’re better off at opposite ends of the creative engine”. (more…)
Taken from the intro to our presentation to the Market Research Society of Singapore to be held on 20th November.
Data represents a big business opportunity for the creative industries. In this presentation James and Graham examine how and why data should be embraced.
Just as the old saying goes, “What’s the best way to eat an elephant? One bite at a time”, we will look at some cases where data has been used to build business and drive communications.
Many brands are now feeding data-driven stories to consumers who are hungry for relevant content. We will discuss just three examples. (more…)
James Welch, new business consultant, shopper marketing consultant, author of the “occasional blog” listeningtostories.com and host of The (slightly elitist) Next Dinner Party (TNDP) has moved on…
Moved on. Not passed on.
Moved on. Not moved away.
Hell, no! My new world is not even removed from my past. Indeed, it’s geographically and figuratively in the middle of everything I hold dear.
Singapore is a hub for a reason. It is easy to get to around the region. Hey, it’s only 8 hours from Sydney. It is a vibrant opportunity to relocate to a place which plays host to many a multinational business. From Singapore, I’ll conduct my business as Regional Director, APAC. (Let me know when you are passing through Singapore!)
It’s still an adland role. The business I’m joining entails me using the skills and expertise that I’ve built up over the years. Media planner turned brand consultant turned path-to-purchase advocate. And it builds on this, by adding a cutting edge technology platform created over the last few years under the awning of a big advertising group. This business is all about getting the best level of engagement with an online audience, whether the audience is at home, at work or out shopping. And it’s about getting more sales for ever tightening budgets. It’s about great acquisition rates. (Let me know if you want your digital media budgets to go further, smarter, brighter. And that’s everyone, I believe.)
Goodbye, Sydney. Thank you for being gorgeous.
PS. An announcement regarding the APAC launch of this business will be made mid July.
At the Communication Council’s Circus, Tom Uglow, (@tomux, Creative Labs, Google Sydney) told a good story. It’s a self proclaimed non-linear story, so let’s jump to the middle:
A nice metaphor, as he points out. A bloke sitting near me said, “wish someone would show that to Gerry Harvey.” Harvey Norman, the TV, DVD and gadget retailer, still sees the internet as a crisis point. (more…)
With inspiration comes perspiration. And not always your own perspiration. This could be the mantra of an event organiser as much as a presenter at a conference. If nobody has sweated to make the event great – and each presentation within – inspiration is unlikely to follow.
At Circus2012, an event put on by The Communications Council*, Faris Yakob was the first to speak. From the energy that he put into his presentation, he might well have been perspiring! On this occasion, with perspiration came inspiration. There was a lot to be inspired by in Faris’ talk.
Many shopper marketing consultants are wrong. The path-to-purchase is not linear. The path-to-purchase in days gone by was just a tool “to drive consumers from the couch to the shopping mall to the aisle.” The line was:
we’ll turn consumers into shoppers and shoppers into buyers
…often where “integration” meant a “matching luggage approach” to the creative work by a range of agencies.
Putting the matching luggage issue aside, this Path-to-Purchase, which we might call “yesteryear’s p2p” only works now for TOTALLY NEW products. You see, for the majority of products – from recognised brands – social media has changed the path-to-purchase for ever.
Today, we’re all familiar with the idea that there exists a myriad of new channels for consumers to communicate to each other. Brands now can thrive or die because of these interactions.
New channels should be considered as springboards for conversations, for the frequent, lightweight interactions that are vital in today’s socially networked society.
The path-to-purchase now starts with your current, engaged audience. Your current buyers. (more…)