Thursday, March 15, 2012

Creative Data teams

Last night I was over at LBi shiny new offices for our monthly IAB Creative Social #cs, it was very inspiring and thought provoking, with our key speaker Chris Clarke the ECD from their London office, sharing his thoughts over pizza and beer with much of the talk around how digital is shaping up. One topic that we touched upon was around the subject of 'emotional storytelling' and how as clients and agencies the old model of rational responses really doesn't stack up anymore in the digital arena. (I personally never really bought into that approach from the start). Instead people will be more than likely react to something purely on an emotional level.
but what was interesting was the fact that as agencies we must as creatives embrace and harness data. For us to truly get the big slices of the pie when it comes to the marketing dollars, we need to work our ideas and thinking around the data that others collect, it will be our job to dovetail that into our thoughts, the double edge sword for all agencies is that this can be expensive, and very time consuming, just trawling through the amount of data out there is such a massive task for agencies and client, many feel they are been swapped with the data, the trick for us; is how can we decode that data, and attach our thinking around the data. It’s that moment when people are at their most receptive and have that emotional pull towards a brand. That for me is the next big challenge for many agencies. And no I don’t just mean producing infographics and doing straw polls they don’t count, but mass data analyst does.
Other points that I took out:
• People aren’t in control, platforms are the ones in control - the likes of Facebook and co dictate how you see things.
• According to Paul Adam at Facebook 70% of our conversations is talking about other people (negative and positive)
• People haven't the mass group of friends that they can influence, in fact the opposite is true, for example the average Joe, you and I have only really 5 friends that we share and can influence.

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