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.

Makes you think

I will leave you with a truly inspiring read that was read out at the IAB Creative Social last night. This is for all you creative's who sometimes need reminding why we do what we do- if you feel the urge to read out aloud at a client meeting then feel free.

We are the music-makers,
And we are the dreamers of dreams,
Wandering by lone sea-breakers,
And sitting by desolate streams.
World-losers and world-forsakers,
Upon whom the pale moon gleams;
Yet we are the movers and shakers,
Of the world forever, it seems.

With wonderful deathless ditties
We build up the world's great cities,
And out of a fabulous story
We fashion an empire's glory:
One man with a dream, at pleasure,
Shall go forth and conquer a crown;
And three with a new song's measure
Can trample an empire down.

We, in the ages lying
In the buried past of the earth,
Built Nineveh with our sighing,
And Babel itself with our mirth;
And o'erthrew them with prophesying
To the old of the new world's worth;
For each age is a dream that is dying,
Or one that is coming to birth. T

William Edgar O'Shaughnessy

What happened to the Super heros?

Even superheros need to keep fit- kids keep active

I love stats and not take life to seriously

Not a single one of your ancestors has ever failed in getting laid (Most people on tumblr will probably break the chain)

I love this stat as it makes me laugh and here's some more:

If you are 80 years old, you have lived through over 1/3 of America’s history

At one point, you were the youngest person in the world.

If a woman who is an only child has all boys (or no children at all), they are ending a chain of women that has been going since we were single-celled organisms.

The average human is a 28 year old Chinese man.

Dinosaurs were alive for longer than they have been extinct.

You breathe using just one nostril, then switch to the other 30 minutes later. Repeats for life. (After reading this pay attention)

In 30 or 40 years, people will be having 2000s parties. Just like now people throw “dress like the 70s” parties.

John Lennon is part of a group that has sold more CD’s than anyone else in the history of human life, and he never knew what a CD even was.

Grossness and morals define each other. For example, you won’t spit in the mouth of your girlfriend, yet you will kiss her.

You spend years seeing the same people often and you’ll never exchange words with them.

People hundreds of years from now will stumble upon your image without thought or emotion.

Everyone dies within six months of their birthday.

50% of all doctors graduated in the lower half of their class.

Mammals are just containers water uses to move itself from one place to another.

Many peoples most cherished beliefs come from 1st century writers and religious fanatics whose understanding of the natural world was below the level of a modern 5 year old.

The “food pyramid” that most of us grew up with was published by the US dept of agriculture. Their job is to promote agriculture, not to promote healthy eating.

80% of the images on the internet are of naked women.

If we ever meet superior aliens they will simply classify us under “violent, irrational apes” and will not be amazed by our art or philosophies, the same way we boringly classify newly discovered animals every year.

When the sun goes out, our descendants that watch it go out won’t be human.

When you’re about to die, you’ll regret all the days you took for granted.

The youngest mother in medical history was 5 years old. It makes you wonder about the generation gap for the people around you. Your best friend could be a thousand generations ahead of you. Your boss could be a hundred generations behind you. Makes sense considering he’s an asshole.

We magnify the differences between us, instead of the things that make us similar. You are not really any different than anyone else on earth that is your age, yet you feel like you are just because they speak a different language, eat different food, worship a different imaginary creature, or live somewhere else. In reality, we are all the same species living on the same planet. To bears, we probably look exactly the same.

(Source: iampitchforkmedia http://iampitchforkmedia.tumblr.com/post/4680491655/things-youve-probably-never-thought-about

Scratching the hand that feeds you

As you may know or not know I have recently joined an agency called Sputnik they have offices in Melbourne and Sydney, and I will be based in Sydney I've only been here a week but I wanted to share something the guy sitting opposite me emailed me, say hello to Barry Saunders (A UX gun) it was a memo that was written in '58 by Leo Burnett.

Yes it was written in '58 but still holds true today, and in the digital age to me even more so. The reason the connection with joining Sputnik Sydney and this memo from Leo Burnett is; before I joined Sputnik Sydney, I have a Westpac account, my kids eat Weet-Bix and they have done the Weet-bix TRYathon and I use Google apps- and yes they're three of Sputnik Sydney's major clients.

It also reminds me of a time when I worked on Blackmores as their digital CD one of the designers was not a subscriber to the Blackmores database and he was working on their sign up process, the designs looked all very nice but they didn't work, why do I know that? Not because I was their CD but because I was a Blackmores subscriber.

How can you possibly understand your audience if you aren't the audience. FULL MEMO HERE

Vinnie CPR staying alive

I laughed out loud when I saw this viral from The British Heart Foundation, great casting using Vinnie Jones and his two henchmen are wonderful. The writing, performances to the way it is shot is spot on. The choice of sound track from those disco kings the Bee Gees again is a stroke of genius.

One thing as a Surf Life saver is the fact that the BHF did not encourage 2 rescue breaths in between compressions. Apparantly many people felt uncomfortable doing rescue breaths and when they did, they did it wrong (Not the correct head tilt)

Anyway as the motto goes; Whatever it takes' is my view.

What's your thoughts, good education or misleading?

All agencies and marketing directors take note

Top 10 Ways Marketers Waste Money

View more presentations from Darren Woolley

Thanks for Trinty P3 in sharing and @timBuesing for posting