Clark Kokich - The View From The Corner Office - SIC2012

•Transferir como PPT, PDF•

1 gostou•818 visualizações

The View From The Corner Office Why client CEO’s are terrified of all your new digital technology and what to do about it.

Tecnologia

Marketing

Specialty Commodity

Force of Nature

Our job for 50
years:
Change
perceptions.

Three key challenges:
• Redefine the definition of a “Big Idea.”

• Reverse the process, from “Channel Up”
to “Idea Down.”

• Master the art of collabortion.

Ask a different question.
•What do customers hate about our
category?

•What are the top three items on our
c.e.o.’s agenda?

•What deeper need can we satisfy?

Engage on Facebook:
Facebook.com/doordiebook

Follow on Twitter:
@clarkkokich

Mais conteúdo relacionado

Semelhante a Clark Kokich - The View From The Corner Office - SIC2012

Dave Parker and Joel Espelien lay out what founders can expect from a Founder Institute program. Additionally, they lay out a solid set of criteria for judging whether or not an idea for a startup is adequate and if that idea may need repackaging or tweaking. This content was produced for the 2013 Seattle Winter semester of the Founder Institute by Founder Institute director and CEO of Code Fellows Dave Parker and Joel Espelien, startup counseling expert. Follow them on Twitter to learn more: https://twitter.com/daveparkersea https://twitter.com/espelienjb

Ideation Bootcamp - Week 1 - Big Idea, Markets and Problems

The Founder Institute

Rebranding to increase funds

Natalie Blackburn

Do or Die - Clark Kokich, Razorfish Chairman

Razorfish

Copywriting Fall 2018 Week 2

Kevin O'Doherty

Why corporations will save the world with a little help from creative agencies Answer: in order to to save themselves from losing relevance and preference with consumers. WE ARE Pi co-founder Alex Bennett Grant and Strategy Director Jessica Perri present a vision for how corporations will save the world and themselves by adopting brand purpose that benefits the world as a differentiator in order to engage Millennial consumers. Bennett Grant and Perri address the topic with a proposition based on three pillars: Culture, Future, Good. Culture: How sustainable is brand communication that leverages popular culture and memes to borrow equity and become salient with consumers in a social era? Some brands realise this approach has its limits and are instead opting for leveraging brand purpose based on social and societal good. Is this a winning strategy for large corporate brands? Future: what are the new ways to organising a corporation and its brand to stay competitive as markets are flooded with newer, nimble competition founded with brand purpose and usefulness at their core? In an era of 21st century ’Benefit Corporations’, will the 20th century mass market corporate dinosaurs evolve by disrupting their own models, or die at the hands of dwindling relevance? Good: how can placing social and societal benefit be applied as a brand differentiator, not only for the younger corporations, but the big slow older brands too? How can creative agencies the world over help nurture and educate corporate clients to think differently about ways in which they can stay relevant, by reflecting their consumers millennial values and desire to purchase brand purpose with their products? This presentation is a call to arms for marketers and agencies to join the conversation in an effort to create a RACE FOR GOOD among corporate brands

Why Corporations Will Save The World (with help from Creative Agencies)

Trevor Bennett Grant

We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload. Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer. So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base? The answer is content marketing. More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve. At the Content Marketing Master Class, you’ll have a chance to learn from and interact with many of today’s top content strategists who have had a hand in shaping the industry into what it is today.

Content Marketing Master Class - New York

Content Marketing Institute

Pat Hopkins, Imaginasium, Social Media and Branding

Social Media Rockstar

Cultivating Employee Engagement

dkovacovich

Final=combined analyst presentation

chicosfasinvestor

Back End of Innovation - Why Purpose Matters

Shannon Lucas

9 immutable laws presentation Direct Marketing Association #dma13 in Chicago.

Gilbert Direct Marketing, Inc.

9 Immutable Laws

Vivastream

9 Immutable Laws of Social Media Marketing for 2013

Vivastream

Social Media Marketing - Viral Video Success Stories

David Alpern

Lecture 3 industry studies student

moduledesign

20 objectives, mission, vision

jcpichardo

Your logo's great. How's your brand? | David Kelbaugh | PrintHustlers Conf 2019

Printavo

Official #PRSL16 keynote by Ben Bisco, Head of Digital at JD Williams - delivered at PR & Social Leaders Masterclass in Manchester on Tuesday 24th May 2016. The explosion of digital and social media has seen the lines between PR, Brand, SEO, Social & Content Marketing becoming more blurred, with the integration of the differing processes, cultures & objectives of these channels and their teams becoming more difficult. Many brands and agencies are struggling to get everyone to work together harmoniously in communicating their brand story and customer proposition. In this session Ben will reveal the successful approach implemented by the N Brown Group, which not only changed the way in which their internal teams work more collaboratively, but through the award-winning ‘Simply Be Real Campaign’ transformed their ability to communicate the brand proposition in an ever-changing digital age.

Setting The Trend in Campaign Development: A Collaborative Approach

John McCambley

The Love Story Between Open Innovation and the Lean Startup

Crowdsourcing Week

Build Your Brand: Make A Name For Yourself Through Effective Communication

Joe Barnes

Semelhante a Clark Kokich - The View From The Corner Office - SIC2012 (20)

Ideation Bootcamp - Week 1 - Big Idea, Markets and Problems

Rebranding to increase funds

Do or Die - Clark Kokich, Razorfish Chairman

Copywriting Fall 2018 Week 2

Why Corporations Will Save The World (with help from Creative Agencies)

Content Marketing Master Class - New York

Pat Hopkins, Imaginasium, Social Media and Branding

Cultivating Employee Engagement

Final=combined analyst presentation

Back End of Innovation - Why Purpose Matters

9 immutable laws presentation Direct Marketing Association #dma13 in Chicago.

9 Immutable Laws

9 Immutable Laws of Social Media Marketing for 2013

Social Media Marketing - Viral Video Success Stories

Lecture 3 industry studies student

20 objectives, mission, vision

Your logo's great. How's your brand? | David Kelbaugh | PrintHustlers Conf 2019

Setting The Trend in Campaign Development: A Collaborative Approach

The Love Story Between Open Innovation and the Lean Startup

Build Your Brand: Make A Name For Yourself Through Effective Communication

Mais de Seattle Interactive Conference

Connect is both the lifeblood of capitalism, and its most volatile competitive field. In this Arena, the mightiest of brands compete – in a state of near permanent transformation – to be the primary point of connection between people, between things, and between people and things. Over the next 100 years, humans will experience the equivalent of 20,000 years of technological advancement. In the Decade of Possibility, changes that once took decades will happen in years – or even months, driving a revolution in the ways people and things Connect. What does this mean for brands? Everything…

Everything Connect: Helping brands survive the web’s next big evolution by An...

Seattle Interactive Conference

Experience may be the best teacher, but how does a team experience accessibility? We generally learn best by doing or feeling for ourselves. An accessibility workshop has the power to bring that immediate sense of understanding to teams – and personal understanding results in better solutions. In this session, Jess Vice outlines why accessibility is a strategic investment. With her expertise in UX and design responsibility, she will walk the audience through a framework for a tactical accessibility workshop to make equitable design a priority for every team.

Experiencing Extremes: A Design Team's Guide to Accessibility by Jess Vice, S...

Seattle Interactive Conference

The Metaverse and blockchain-based tokens sound like nerdy buzzwords but they represent the bleeding edge of new opportunities for brands to cultivate relationships with their audience, from creating new product experiences to building real communities. Luis will share his entirely subjective view on what's possible here based on nearly two years of immersion in the space (which feels like seven years in web3 world). You'll hear about: + Tapping into an emerging wellspring of creativity + Harnessing technology to empower the audience + Nurturing environments of authenticity and fascination + Leveraging new kinds of data for programmability and insights

Creativity Meets Technology: Framing web3 for Brands by Luis Antezana, CROWN ...

Seattle Interactive Conference

The cobbler’s children and their lack of shoes is an overused reference but so handy as a quaint way to say, ‘we’re too busy doing work for other people to focus on ourselves.’ When Tether was founded more than fourteen years ago, a temporary logo and website was hastily created in order to have something to make Tether look legitimate. And, you guessed it, that temporary logo and website became permanent for way too long. In this presentation, Steve will reveal the process and results of being a good client to ourselves as we created a new face for Tether, including a sneak peek of the new website that will go live in November.

When It’s Time to Treat Yourself Like a True Client by Steve Barrett, Tether ...

Seattle Interactive Conference

There is a massive shift happening in the social and media space as GenZ and Younger Millennials are shifting their time and attention away from traditional social platforms and leaning into healthier, community-based options. The trust in news and influencers is on the decline, and this is changing the landscape quickly. From a brand perspective, all of the iOS and Android changes are forcing marketers to rethink targeting, audiences and shift toward interests, passions and other signals. These two forces (consumer and marketer shifts), along with the economy, are creating the most important inflection point for businesses and people in over a decade.

Shifting from Me to We: The Rise of Online Community by Paul Peterman, Reddit...

Seattle Interactive Conference

So some scientists mapped thousands of brain cells....why should you care? Rachel and Jenny tell the crazy cool stories behind the complicated science of the Allen Institute. In this session, you’ll learn marketing, communications, and SEO tips to promote complex topics to your audience. From building relationships with subject matter experts to finding surprising angles that make technical topics approachable, you’ll walk away with new ideas to make any tricky topic shine and to grow your audience beyond just the experts.

Communicating Clickable Complexities: From Nuclei to AI by Jenny Burns & Rach...

Seattle Interactive Conference

As we are in a global market, there’s more to win over international audiences than just translate text into another language or simply updating UI components. Localizing your user experience design is to adapt international products for a specific region to create relevant and appropriate experiences for users. With extensive experience in UX/UI design and visual design for the global audience, Shantelle Liu will share the the matters, the definition, and best practices of localizing user experience design.

UX Localization: Design for the global audience by Shantelle Liu, Zoom

Seattle Interactive Conference

History is not simply a chronology of events that happened in a particular order. History is a meticulously curated phenomenon of power. How history is created -and who gets to tell that story- has one of the most significant impacts on our society. But we never talk about it. In this talk, we’re going to! We will explore how history is constructed and how we can use that knowledge to create the legacy for which we want to be remembered. We will learn about the roles of presence and absence in history-making and how those who leverage those roles often control power. We will also discuss practical ways in which we can all reclaim our personal agency and drive the narrative that will become our lives, our families, and our society. Learning Objectives: + Discover the secrets to history-making that have remained unchanged for centuries. + Learn how to actively write your own story in the way you’d wish to be remembered. + Take-away four techniques to help harness the power of your own story."

How the Story of You Gets Created and Told by Dominique Luster, The Luster Co...

Seattle Interactive Conference

Photography In the Metaverse by Bryan O'Neil Hughes, Adobe | SIC 2022

Seattle Interactive Conference

Getting people to your website is just the first step. Once they're there, your content needs to keep them engaged long enough to get them to the call to action. The best way to engage readers is through stories, so in this presentation, Alison Ver Halen will provide actionable tips you can use to include stories in your content that demonstrate the value your business provides so your target audience is primed to take your call to action.

What Does Cinderella Have to Do with Blogging by Alison Ver Halen, AV Writing...

Seattle Interactive Conference

The constant pressure on marketers to prove return on ad spend (ROAS) is receiving particular emphasis heading into 2023. Economic headwinds are signaling uncertainty, retail is transforming rapidly as shoppers return to stores after over two years of quarantine and a mainstay of digital advertising — third-party cookies — are continuing to collapse. The good news is that marketers don’t have to navigate these challenges (and opportunities) alone. Learn how this fast-evolving digital landscape can remake programmatic advertising to benefit marketers and consumers alike. Heading into next year, what trends can marketers expect in digital advertising, and how can they leverage the power of people-based advertising to succeed in the evolving landscape?

A Renaissance for the Web: Moving on from Cookies by Ruben Ayala, Viant | SIC...

Seattle Interactive Conference

Your superpower is developing strategic copy that's grounded in rationale. But when it comes to writing creative headlines, it might not come easy. From left brain to right brain, Brianne will share her journey to enhanced creativity and share four frameworks you can use to get out of your head and write headlines that stick. You won't explore your typical 'how-to' and listicle headlines in this session. Go beyond the surface and walk away with immediately actionable strategies and the confidence to generate a sea of creative headlines for your next copywriting project.

Craft Killer Headlines: Embracing Creativity as an Analytical Copywriter by B...

Seattle Interactive Conference

When you started your business you probably didn’t think about all the day-to-day marketing and promotion you’d be doing. You’re not a marketer but you know you need marketing. Outsourcing your social media marketing is great way to establish consistency in your online presence, while allowing you to focus on what you do best — your business. However, a company’s marketing strategy should be integrated into every part of your business to be more effective. Learn how you can bring marketing in-house and build a social media team that can thrive over time.

How to Bring Social Media In-House and Make it thrive! by Marisa Peacock, The...

Seattle Interactive Conference

Website marketing has an altruism problem. While forward-thinking professionals are beginning to understand that successful websites are built for humans, too many of us are still trying to ""game the system"" to stay in Google's good graces. Decision-makers have been burnt by cookie-cutter agencies and frustrated by strategies that don't seem to spark movement. The key to accelerating and future-proofing your online presence is in rethinking your SEO program to involve more teams, inform more decisions, and bring the focus back to your users. In this session, you'll learn: + How to think beyond page titles and meta descriptions to design a modern, sophisticated website strategy + How to tell whether your SEO agency is worth the price tag + How to maximize your investment in SEO by removing silos and adopting a 360-degree perspective" Kavi Kardos Corporate Finance Institute / Director of SEO

Websites for Humans: Holistic SEO in 2022 by Kavi Kardos, Director of SEO | S...

Seattle Interactive Conference

Are you still manually managing granular campaigns, but your ROAS are dropping? With the progress of Artificial Intelligence over the past few years, machines can now predict trends and make automated decisions in real-time. With this, it is crucial for advertisers to explore this new modern approach. By making the shift from overly segmented targeting and using too many keywords, to a simplified and more efficient account structure, you’re allowing machine learning to work to its best ability. In this session, Ashley Royalty, Director of Add3SHOP, will discuss modern practices and full-funnel activations that helped transform brands like IT Cosmetics, Nuun, and Elemis into million-dollar assets.

Modern Marketing by Ashley Royalty, Add3 | SIC 2022

Seattle Interactive Conference

As the market has become saturated with advertisements for consumers, leaning into pop culture has proved to be the key to standing apart, especially since 38% of people consider brand involvement in pop culture either important or very important. Still, many brands opt to stay on the conservative side and avoid taking big (albeit culturally relevant) risks. When The Narrative Group took a seemingly “boring” product like yogurt and made it bold by championing the sometimes controversial “cannabis holiday” with Harmless Harvest’s “Harmless Hits Different” Pack a Bowl campaign for 4/20, they were met with 168M earned media impressions, 11M influencer impressions, and record-breaking sales. The success continued with their “thirstiest summer” campaign promoting their coconut water, tapping into “thirst traps” and recognizing “the thirst is real” with their consumers, and logging over 3M impressions in the first 3 months alone. Rebecca can share why bold, culturally relevant, and sometimes “risky” ideas can lead to the most successful campaigns. At the end of this session, the audience will be able to: + Understand what “brand swagger” is and how you can use that confidence and boldness to boost your brand and campaigns + Navigate and find the right threshold for trying new ideas that still align with the brand + Develop a strategy to connect to an audience who “gets it” - building trust with your current audience but also expanding to new ones

Pushing the Boundaries: How the Wildest Ideas Make the Best Campaigns by Rebe...

Seattle Interactive Conference

The Metaverse will require more content than we can realistically build manually, and it will need to be dynamically generated, personalised and completely interactive. This talk focuses on two groundbreaking projects: Creating an entirely AI-generated and interactive TV show and our inevitable future of 3D streamed media, specifically interactive streamed volumetric sports broadcasts. Adam will show how both projects work under the hood with live demos of the technology and breakdowns of the key points. Components include procedural cinematography, shot evaluation, ML pose estimation, dialogue and narrative synthesis, touch interactivity, intuitive UX and the challenges of streaming huge amounts of content to mobile devices. You’ll see what will hopefully be the very first, fully AI-generated TV show running 24 hours a day and never before presented versions of the latest Metacast technology, transforming how media is broadcast.

From AI-Generated Stories to Interactive Volumetric Content by Adam Myhill, U...

Seattle Interactive Conference

Growing as a Designer: How to Master a Craft in 100 Days | Seattle Interactive

Seattle Interactive Conference

As the amount of personal data we produce continues to grow, so does the sophistication of the technology used to collect it. However, this ever-expending ecosystem of customer data is becoming so complex that few people actually understand how it all works, creating a widening divide between the data haves and haven-nots. To level the playing field, we’ll explain how customer data is used for personalization and targeted marketing in words that even a 5-year-old can understand—literally. In this session, we’ll tell the story of Parker, a data manifestation who travels through the strange world of the digital information on a journey to find his way home. Along the way, we’ll explain concepts like Customer Data Platforms (CDPs), predictive modeling, data on-boarding and more. It’s a story the whole family can enjoy, including technologists, marketers and privacy advocates.

Parker's Big Adventure in the Land of Digital Data | Seattle Interactive 2019

Seattle Interactive Conference

Grant Munro (Speaker) Senior Vice President, Shutterstock Custom, Shutterstock With increased digital media consumption, comes increased expectations. Brands are challenged on a daily basis to share engaging visual media across all social channels. In this imagery-driven environment, we have seen video come out on top as the most valued type of content. While video is expected to continue to grow, another major consideration is the increased importance of personalization. Personalization requires brands to look at content differently. How do you scale the required content while meeting the personalization needs that brands are looking for? This talk will discuss strategies that brands are using to localize and personalize content as it becomes an increasingly crucial element of consumer engagement and loyalty.

Future of Content | Seattle Interactive 2019

Seattle Interactive Conference

Mais de Seattle Interactive Conference (20)