Eurobest keynote, featuring Gustav von Sydow and Gustav Martner, on harnessing the idea of remix to increase impact and lower the risk for creating great advertising.
2. GUSTAV MARTNER GUSTAV VON SYDOW
Executive Creative Director Founder and CEO
CP+B Europe Burt
www.cpbeurope.com www.burtcorp.com
twitter.com/martner twitter.com/vonsydow
24. GET VERSION 1 OUT THE DOOR.
THEN IMPROVE BASED ON
FEEDBACK. FAST.
IT’S HOW GREAT PRODUCTS
- AND COMPANIES - ARE BUILT.
25. BURT’S JOURNEY:
FROM WRITING REVOLUTIONARIES TO METRICS MANIACS
COPYBOX MEME MACHINE RICH
Where’s the Photoshop We need a new breed of Can we get creatives to
for writers? ad servers! fall in love with metrics?
Ideas are too expensive Nobody understands
or time consuming campaign analytics
26. DO MANY THINGS.
SEE WHAT STICKS AND
PUT GAS ON THE FIRE.
IMPROVE.
RINSE AND REPEAT.
35. WHAT GUSTAV HAS LEARNED
FROM GUSTAV:
1. CREATE TO BE REMIXED
2. REMIXED BUSINESS MODELS CREATES
BETTER ADVERTISING
3. CREATIVITY IS MOMENTUM
4. LOVE (THE GOOD) METRICS
36. BUT CAN ONLY GUSTAV LEARN
FROM GUSTAV?
CAN’T GUSTAV LEARN FROM
GUSTAV?
37. “Selling to people who actually “The real fact of the matter is
want to hear from you is more that nobody reads ads. People
effective than interrupting read what interest them, and
strangers who don't.” sometimes it's an ad.”
Marketing 2.0 Guru Advertising legend
Seth Godin Howard Gossage
38. "The real fact of the matter is that nobody talk
about brands. People talk about what interests
them. Sometimes it's a brand."
Howard Gossage remixed