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GUSTAV & GUSTAV
   ON REMIX
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
CRISPIN PORTER + BOGUSKY
2009 WINNER                 PRESENTER




  COPYBOX              MEME MACHINE                     RICH
Creative writing for     Dead simple             Reports people read.
 creative people.        dynamic ads.             Metrics that matter.




                                                     Burt.
WHAT GUSTAV HAS
LEARNT FROM GUSTAV.
1. REMIX.
REMIX IS NOTHING NEW.

 NOT IN ADVERTISING,
 OR ANYWHERE ELSE.

 BUT IT’S NOW IN THE
 HANDS OF THE MANY.
CHEAP HARDWARE

 CHEAP (OR FREE) SOFTWARE

CHEAP (OR FREE) DISTRIBUTION
  (back to the read and write culture)
Eurobest - Remixing advertising
Eurobest - Remixing advertising
Eurobest - Remixing advertising
Eurobest - Remixing advertising
REMIX USED TO BE OUR GO-TO-
   MOVE TO MAKE PEOPLE
 UNDERSTAND OUR MESSAGE.

NOW IT’S ALSO OUR BEST TOOL
 TO MAKE THEM PARTICIPATE.
Eurobest - Remixing advertising
2. REMIX
BUSINESS
MODELS.
WEB 1.0 WAS ALL ABOUT
  BUILDING FROM SCRATCH.

   WEB 2.0 IS ALL ABOUT
  BUILDING WITH BLOCKS.

 INNOVATION THRU ASSEMBLY,
RATHER THAN CLEVER CODING.
FROM
”THE NEW NEW”
       TO
   ”X FOR Y”
THE BLOGGING/SMS REMIX
THE AIR-TRAIN - REMIX

  The brief: Show that Scandinavian
Airlines has an environmental concern.
THE WEB SITE THAT BECAME A CARD.
Eurobest - Remixing advertising
Eurobest - Remixing advertising
3. RELEASE
   EARLY,
 RELEASE
   OFTEN.
GET VERSION 1 OUT THE DOOR.

  THEN IMPROVE BASED ON
     FEEDBACK. FAST.

  IT’S HOW GREAT PRODUCTS
- AND COMPANIES - ARE BUILT.
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
DO MANY THINGS.

SEE WHAT STICKS AND
PUT GAS ON THE FIRE.

     IMPROVE.

 RINSE AND REPEAT.
:9D
  >C
   H/      :9D
            >C
             H/
E98K
GJI>
 D :    7 D⇥D8K
        :N9GJI>
          CE9 :
HOW DO WE KNOW IF WE
ARE ON THE RIGHT TRACK?
4. LOVE METRICS.
”I warn you against believing that
advertising is a science.”
                           Bill Bernbach
Eurobest - Remixing advertising
ANYONE CAN LEARN TO LOVE
RELEVANT AND ACCESSIBLE
        METRICS.
DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
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
BUT CAN ONLY GUSTAV LEARN
      FROM GUSTAV?

CAN’T GUSTAV LEARN FROM
        GUSTAV?
“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
"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
THANKS!

 www.cpbeurope.com
  www.burtcorp.com

  twitter.com/martner
 twitter.com/vonsydow
gustav@cpbeurope.com
 gustav@burtcorp.com

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Eurobest - Remixing advertising

  • 1. GUSTAV & GUSTAV ON REMIX
  • 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
  • 4. 2009 WINNER PRESENTER COPYBOX MEME MACHINE RICH Creative writing for Dead simple Reports people read. creative people. dynamic ads. Metrics that matter. Burt.
  • 5. WHAT GUSTAV HAS LEARNT FROM GUSTAV.
  • 7. REMIX IS NOTHING NEW. NOT IN ADVERTISING, OR ANYWHERE ELSE. BUT IT’S NOW IN THE HANDS OF THE MANY.
  • 8. CHEAP HARDWARE CHEAP (OR FREE) SOFTWARE CHEAP (OR FREE) DISTRIBUTION (back to the read and write culture)
  • 13. REMIX USED TO BE OUR GO-TO- MOVE TO MAKE PEOPLE UNDERSTAND OUR MESSAGE. NOW IT’S ALSO OUR BEST TOOL TO MAKE THEM PARTICIPATE.
  • 16. WEB 1.0 WAS ALL ABOUT BUILDING FROM SCRATCH. WEB 2.0 IS ALL ABOUT BUILDING WITH BLOCKS. INNOVATION THRU ASSEMBLY, RATHER THAN CLEVER CODING.
  • 17. FROM ”THE NEW NEW” TO ”X FOR Y”
  • 19. THE AIR-TRAIN - REMIX The brief: Show that Scandinavian Airlines has an environmental concern.
  • 20. THE WEB SITE THAT BECAME A CARD.
  • 23. 3. RELEASE EARLY, RELEASE OFTEN.
  • 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.
  • 27. :9D >C H/ :9D >C H/ E98K GJI> D : 7 D⇥D8K :N9GJI> CE9 :
  • 28. HOW DO WE KNOW IF WE ARE ON THE RIGHT TRACK?
  • 30. ”I warn you against believing that advertising is a science.” Bill Bernbach
  • 32. ANYONE CAN LEARN TO LOVE RELEVANT AND ACCESSIBLE METRICS.
  • 33. DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
  • 34. DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH
  • 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
  • 39. THANKS! www.cpbeurope.com www.burtcorp.com twitter.com/martner twitter.com/vonsydow gustav@cpbeurope.com gustav@burtcorp.com