9. ADVERTISING IS INCREASINGLY LESS EFFECTIVE
Consumers are avoiding advertising, creating
personal firewalls: PVRs, internet ad-blockers etc.
It’s harder than ever to reach them: In 1965, 80%
of 18-49 year olds could be reached with 3, 60
second TV spots. In 2002, it required 117 prime-
time commercials to do the same
And when we do reach them, they are cynical:
76% of consumers don’t believe companies tell the
truth in advertising (Yankelovich)
10. Sean Parker: Facebook is cool
that's what it's got going for it.
Mark Zuckerberg: Yeah.
Eduardo Saverin: You don't want
to ruin it with ads because ads
aren't cool.
Mark Zuckerberg: Exactly
23. IDEAS THAT ‘DO’ PHASE 1. PROBLEM SOLVING
Defining the client’s problem
and conceiving creative
solutions to it. Solutions may
be products and services,
digital utilities, games,
movements, sales tactics…
24. PROBLEM SOLVING EXAMPLE
Problem: A woman dies from Solution - No Mother’s Day:
complications related to Stimulate a conversation about
pregnancy and childbirth every maternal mortality amongst
90 seconds but the people moms by asking them to
whose advocacy and money forego their Mother’s Day as a
we need to help (American show of solidarity with families
moms) are unaware that the around the world unable to
issue exists. celebrate.
25. IDEAS THAT ‘DO’ PHASE 2. PUBLICITY & PARTICIPATION
Publicizing these ideas and
defining how people will
participate with them. This will
be a combination of traditional
and non-traditional comms
tactics
26. PUBLICITY & PARTICIPATION EXAMPLE
Publicity: A viral video featuring regular and Participation: A Facebook page providing pre-
celebrity moms explaining the initiative and written status updates for participants to spread
sending people to Facebook to participate. around their social networks
28. STAGE 1. PROBLEM-SOLVING WORKSHOP PREP
Planning defines the client’s problem and
pulls together materials to stimulate a
Problem- brainstorm that will answer it. These
solving Brief materials will be distilled into the problem-
solving brief and shared in advance of the
workshop.
29. STAGE 2. PROBLEM-SOLVING WORKSHOP
Small group workshop will discuss the
problem and the stimulus and brainstorm
solutions.
The group will decide which of the ideas
from the workshop (+ others that bubble up
in the days following) have the most promise.
30. STAGE 3. PUBLICITY & PARTICIPATION BRIEF
A few days after the workshop, the ‘chosen’
ideas will be written up as publicity &
Publicity & participation briefs – briefs setting out the user
Participation experience / customer journey, the channels
Brief
ideas need to be executed in and how we intend
to stimulate consumer participation. Different
briefs will be assigned to different creative teams.
31. STAGE 4. LEARN AND IMPROVE
Once we have completed
the process we will
discuss whether or not we
feel it worked and how we
feel it can be refined /
improved