A presentation I held for London College of Communication's 1st and 2nd year students at their BA in Creative Advertising Strategy about how the creative process must reflect digital's evolution.

1. A THOUSAND CHANNELS

2. TRADITIONAL
MEDIA
50 YEARS IN THE MAKING.

3. TV
30 SECONDS

4. PRINT
1.5 SECONDS

5. 0.3 SECONDS
OUT OF HOME

6. IT’S ALL ABOUT
REDUCTION OF THE
MESSAGE

7. 0.3 SECONDS-
10 HOURS
DIGITAL

8. WATCHING A 30 SECOND CLIP ON YOUTUBE IS
COMPARABLE TO WATCHING A 30 SECOND CLIP ON TV.
EXCEPT THAT YOU DO IT VOLUNTARILY ON YOUTUBE.

9. AND THE SAME RULES APPLY
FOR PRINT AND BANNERS.

10. DIGITAL IS NOT THE LOWEST
COMMON DENOMINATOR,
IT’S THE BIGGEST POSSIBLE
COMMUNICATOR.

11. BEHAVIOUR
PLAYING DOODLE JUMP ON YOUR iPhone
IS NOTHING LIKE FLAT HUNTING ON GUMTREE.
SHARING A PLAYLIST ON SPOTIFY,
ISN’T THE SAME AS LIKING THE HOT GIRL’S STATUS UPDATE.
TRANSFERRING MONEY ON YOUR INTERNET BANK,
IS NOTHING LIKE RETWEETING YOUR FAVOURITE AGENCY.

12. DIGITAL IS
NOT 1 CHANNEL
SO THERE’S
NOT 1 BEHAVIOUR

13. DIGITAL IS A THOUSAND CHANNELS
AND A
THOUSAND
BEHAVIOURS

14. THE ONE WHO SAYS IT’S TRADITIONAL VS. DIGITAL
WILL LOOSE
THE BATTLE

15. CREATIVITY STILL APPLIES

16. BUT WE NEED TO UNDERSTAND PEOPLE,
BEHAVIOURS
& CHANNELS

17. PEOPLE
BEHAVIOUR RELEVANCE
CHANNEL

18. THIS IS HOW TO WRITE A NEW
CREATIVE BRIEF
BUT ALSO A NEW MODEL OF THE
CREATIVE PROCESS

19. CALL I
T CREA
TIVE S
TRATE
GY

20. ENOUGH
TALKING
SOME G OO D EX A M P LE S

25. SOME
GOOD
EXAMPLES
OF
BAD
STUFF

29. SO CAN I GET AN
ENCORE

30. PRODUCT
PEOPLE
CREATIVITY RELEVANCE
CHANNEL
BEHAVIOUR

31. LET’S TRY

32. ALL TOGETHER NOW

33. PRODUCT?

34. PEOPLE?

35. CHANNEL?

36. BEHAVIOUR?

37. =
IDEA

38. THANKS