Yes. Big data has a lot in common with Space Invaders. And that’s what’s so exciting.
How do I know? Well, I’ll be telling that story to the WFA soon.
The World Federation of Advertisers (WFA) is a formidable body who put on conferences and a forum or two each month across the globe for their members who are top, international companies who have big advertising budgets.
What a delight to be invited to speak at their Integrated Marketing and Communications Forum in Singapore next week.
My topic is about data-driven marketing, a subject close to my heart as I’ve been helping advertisers and their creative agencies get closer to some of the data normally closely guarded by their media agency trading desk. Ah the brave new world of programmatic buying (more…)
Do you remember the Walt Disney film that was on the goggle box every Christmas? You know, the film where Snow White awoke from her eternal sleep after being kissed by the handsome prince. Oh, sorry. Spoiler alert.
Earlier, when she fled to the forest fearing for her life she encountered seven little chairs that belonged to the seven dwarfs.
Well, I was in Shanghai recently and I encountered there six other happy ‘dwarfs’ at a dinner in town. I was lucky number seven. And having the seven dwarfs is a good thing. You see a dinner party should always have a few characters round the table. And at the regular event that started in Sydney and is now across Singapore and Shanghai, The Next Dinner Party (“TNDP, because adland needs another bloody abbreviation”) we often encounter some of the dwarfs. But this time we had all seven.
I don’t think I should call them dwarfs as they’re all running really interesting businesses. But it works for me. Does it work for you?
Doc was the first to arrive. He was there before any others. He was half way through a martini when we did eventually get there.
“Stop me at martini number three” Doc said, “I’m on “four” right now.”
Well that didn’t make any sense. Not until he admitted he’d started at number ten and was working his way down. At “three” he switched to red.
Doc is a VC in tech land. One of the smart ones, building businesses “often before their time” as he confesses. Some make money when time catches up. Some don’t. He’s a successful man. And he can drink. (more…)
So, Monday 21st October and Tuesday 22nd October, I’m the Chairman of a two-day event. Time to write a few ‘ice-breakers’; time to think of some cunning questions to put to each of the speakers. A smart bunch of people.
Oh and I’m collaborating once again with my ol’ chum from the land of UX. Also from the land of Oz, at it happens.
We’re talking on (more…)
At Spikes – the big ad conference in Singapore that is created by the Cannes Lions team – all sorts of weird and wonderful people speak. Including me !
Well, the Ogilvy team had invited Sir Jackie Stewart, the Formula 1 hero – who is known for his charm and arrogance, his fast driving and racing safety advocacy and for being a story teller.
He gave us his top tips for success… after he’d told us how he “made” famous ad man, Sir Martin Sorrell, “he used to carry my bags.”
His top tips were preceded with (more…)
This is a the intro to a SPIKES.ASIA presentation about seeing the world from your consumers’ point of view.
New technologies allow us to watch people more closely and in real time…
In this multi-media presentation, James Breeze and James Welch, will show off some gadgetry, tell a few stories and create some magic. The key gadgets that the two Jameses will show are new ways to carefully understand online – and (more…)
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…)