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UNDERSTAND TODAY. SHAPE TOMORROW.
BY JOANNA BAKAS
GOLDEN HAMMER 2015
THE POWER OF
UNLEARNING
A BIT OF A BACKGROUND AND
RETROSPECTION
3
in case you haven’t
heard apparently
we’re all doomed
creative ad agencies
must adapt or die in
digital age
are digital agencies
the new dinosaurs
are search agencies
becoming dinosaurs
advertising must
learn from reality
stars
8
change and
learning have
become the new
imperative
our fundamental
issue is not with
learning...
our fundamental issue is with the
difficulty of unlearning...
11https://www.youtube.com/watch?v=wxaZxpNTm8A
we’re not so well wired
to unlearn
"When a medium first appears, it
uses the content of a previous
medium exclusively until users have
learned to exploit the...
14
this is so true in our
industry because
media is at the
epicenter of our
industry
15
we use new tools
using old paradigms
TV emerged as the dawn of audio
visual media
so we put radio on TV
18
and then we put print on TV
20
it took a while to realize we had a
whole new stage for theater and
stories
http://www.share-tube.eu/convert/36505263
and in case you don’t think the digital
guys are guilt free...
24
we continued and we put billboards
in the internet
27
over 60 years after
the invention of the
TV remote
control...
28
that being said...banner ads didn’t
always suck
Modern Media. AT&T Campaign.
this came from a team in 1994 that
wondered...
32
“How can we help
people?” rather
than, “What can we
sell people?”
Modern Media. AT&T Campaign. - www.horwired.com
44%
click rate
that started a journey
of a virtual tour of the
world’s greatest
museums from AT&T
... how AT&T could
transport people
through space and
time via the
Internet
so...
38
A BIT OF FOOD FOR THOUGHT
AND CONSIDERATION
what might we
consider unlearning
beyond channel or channel
planning
!
the ‘internet’ or
digital space can be
so much more than
ad space
“Customer service
is the killer app of
the Web”
1998
content + utility reach + frequency
>
“Content marketing is a marketing technique of
creating and distributing valuable, relevant and
coherent content to attrac...
The key word is “valuable.” It’s what changes this
definition from one that could describe almost any
form of advertising ...
“execution become
content in a work
of genius”
Bill Bernbach
48
big audacious stuff
that inspire
https://www.youtube.com/watch?v=XpaOjMXyJGk
49
and educate
https://www.youtube.com/watch?v=XjJQBjWYDTs
50
that address our
passion points
http://www.beinggirl.com/
51http://www.makeup.com/
and interests
52
https://www.youtube.com/watch?v=JatjOy_2QNE
https://www.youtube.com/watch?v=uacEzudprn0
53
but also drive us
dircetly to the
products
http://www.wholefoodsmarket.com/
it’s all about managing creative
assets
with useful platforms
source: YouTube
Large-scale, tent-pole events or ‘go big’ moments
‘push’ content to raise broad awareness
Regularly scheduled ‘pull and bo...
HELP HUB HERO
pull pull & bond push
58
VOLVO HERO
The brand pushes out ‘epic’
content that is desirable to see and
motivates shares because of its
uniqueness ...
59
VOLVO HUB
Brian’s Trucks series pulls in
audiences by appealing to a
specific passion, trucks. Audiences
actively seek ...
60
VOLVO HUB
Brian’s Trucks series pulls in
audiences by appealing to a
specific passion, trucks.
Audiences actively seek ...
61
NIKE HERO
At over four minutes long
“Winners Stays” is more of a short
film than a commercial, and with its
star-studde...
62
NIKE HUB
To incentivize fans and subscribers
to keep coming back to the channel,
Nike Football has also been creating
“...
63
NIKE HYGIENE
Hygiene videos acts as hooks to
pull viewers into the channel –
something Nike Football does very
well wit...
64
hero campaigns hero campaigns hero campaigns
hub campaigns
hygiene campaigns
awarenessandreach
time
365 vs. 360
it’s about content
serving commerce
IN CONCLUSION
In case of any questions, regarding
this presentation please do not
hesitate to get in touch with us.
LET´S GET IN TOUCH
6...
UNDERSTAND TODAY. SHAPE TOMORROW.
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentu...
The Power of Unlearning by Joanna Bakas at Golden Hammer 2015
The Power of Unlearning by Joanna Bakas at Golden Hammer 2015
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The Power of Unlearning by Joanna Bakas at Golden Hammer 2015

Our industry has become obsessed with learning over the last few years. We love to talk about the age of acceleration, complexity and the need to learn new tricks. But what is holding us back is our inability to unlearn some generally accepted paradigms, ways of doing and thinking.

"The illiterate of the 21st century will not be those that cannot read and write, but those who cannot learn, unlearn and relearn."

—Alvin Toffler

Joanna Bakas, Managing Director at LHBS Consulting Berlin had the opportunity to speak at the Golden Hammer 2015 in Riga and was also part of the festival jury.

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The Power of Unlearning by Joanna Bakas at Golden Hammer 2015

  1. UNDERSTAND TODAY. SHAPE TOMORROW. BY JOANNA BAKAS GOLDEN HAMMER 2015 THE POWER OF UNLEARNING
  2. A BIT OF A BACKGROUND AND RETROSPECTION
  3. 3 in case you haven’t heard apparently we’re all doomed
  4. creative ad agencies must adapt or die in digital age
  5. are digital agencies the new dinosaurs
  6. are search agencies becoming dinosaurs
  7. advertising must learn from reality stars
  8. 8 change and learning have become the new imperative
  9. our fundamental issue is not with learning...
  10. our fundamental issue is with the difficulty of unlearning...
  11. 11https://www.youtube.com/watch?v=wxaZxpNTm8A
  12. we’re not so well wired to unlearn
  13. "When a medium first appears, it uses the content of a previous medium exclusively until users have learned to exploit the new medium to develop new forms of expression.”
  14. 14 this is so true in our industry because media is at the epicenter of our industry
  15. 15 we use new tools using old paradigms
  16. TV emerged as the dawn of audio visual media
  17. so we put radio on TV
  18. 18
  19. and then we put print on TV
  20. 20
  21. it took a while to realize we had a whole new stage for theater and stories
  22. http://www.share-tube.eu/convert/36505263
  23. and in case you don’t think the digital guys are guilt free...
  24. 24
  25. we continued and we put billboards in the internet
  26. 27 over 60 years after the invention of the TV remote control...
  27. 28
  28. that being said...banner ads didn’t always suck
  29. Modern Media. AT&T Campaign.
  30. this came from a team in 1994 that wondered...
  31. 32 “How can we help people?” rather than, “What can we sell people?”
  32. Modern Media. AT&T Campaign. - www.horwired.com
  33. 44% click rate that started a journey of a virtual tour of the world’s greatest museums from AT&T
  34. ... how AT&T could transport people through space and time via the Internet
  35. so...
  36. 38 A BIT OF FOOD FOR THOUGHT AND CONSIDERATION
  37. what might we consider unlearning
  38. beyond channel or channel planning !
  39. the ‘internet’ or digital space can be so much more than ad space
  40. “Customer service is the killer app of the Web” 1998
  41. content + utility reach + frequency >
  42. “Content marketing is a marketing technique of creating and distributing valuable, relevant and coherent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action.” http://contentmarketinginstitute.com/what-is-content-marketing/
  43. The key word is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. You can tell if a piece of content could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it. http://contentmarketinginstitute.com/what-is-content-marketing/
  44. “execution become content in a work of genius” Bill Bernbach
  45. 48 big audacious stuff that inspire https://www.youtube.com/watch?v=XpaOjMXyJGk
  46. 49 and educate https://www.youtube.com/watch?v=XjJQBjWYDTs
  47. 50 that address our passion points http://www.beinggirl.com/
  48. 51http://www.makeup.com/ and interests
  49. 52 https://www.youtube.com/watch?v=JatjOy_2QNE https://www.youtube.com/watch?v=uacEzudprn0
  50. 53 but also drive us dircetly to the products http://www.wholefoodsmarket.com/
  51. it’s all about managing creative assets
  52. with useful platforms source: YouTube
  53. Large-scale, tent-pole events or ‘go big’ moments ‘push’ content to raise broad awareness Regularly scheduled ‘pull and bond’ content designed for your prime prospect’s passions and interests Always-on ‘pull’ content designed for your core target and category related search Hero Help Hub
  54. HELP HUB HERO pull pull & bond push
  55. 58 VOLVO HERO The brand pushes out ‘epic’ content that is desirable to see and motivates shares because of its uniqueness and quality https://www.youtube.com/watch?v=M7FIvfx5J10
  56. 59 VOLVO HUB Brian’s Trucks series pulls in audiences by appealing to a specific passion, trucks. Audiences actively seek out the content and keep returning to the channel to view more from the brand. https://www.youtube.com/watch?v=krQEinPk1ds&feature=share&list=PLKFJ3tQvdojSny9VMFeTfrh6Pv0logxmR
  57. 60 VOLVO HUB Brian’s Trucks series pulls in audiences by appealing to a specific passion, trucks. Audiences actively seek out the content and keep returning (bond) to the channel to view more from the brand. https://www.youtube.com/watch?v=krQEinPk1ds&feature=share&list=PLKFJ3tQvdojSny9VMFeTfrh6Pv0logxmR VOLVO HYGIENE On the Brian’s Trucks channel, the brand interacts with viewers and direct them to specific product information vis links
  58. 61 NIKE HERO At over four minutes long “Winners Stays” is more of a short film than a commercial, and with its star-studded cast and high-quality production values, it’s an iconic piece of “hero” content. http://www.google.de/imgres?imgurl=http%3A%2F%2Fi.ytimg.com%2Fvi%2F3XviR7esUvo%2Fmaxresdefault.jpg&imgrefurl=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv %3D3XviR7esUvo&h=1080&w=1920&tbnid=k6IF56BzsyqEHM%3A&zoom=1&docid=tSWmZ2dP6BedGM&ei=0pdMVcmRHoG2sAHM7YEw&tbm=isch&iact=rc&uact=3&dur=3303&page=1&start=0&ndsp=12&ved=0CCEQrQMwAA
  59. 62 NIKE HUB To incentivize fans and subscribers to keep coming back to the channel, Nike Football has also been creating “hub” content for their channel. Nike Football’s most recent implementation of this strategy comes in the form of its animated #AskZlatan series. https://www.youtube.com/watch?v=yWErpnR1FN8
  60. 63 NIKE HYGIENE Hygiene videos acts as hooks to pull viewers into the channel – something Nike Football does very well with it’s “Nike Academy” series and ‘how to’ videos such as ‘How To Keep In Shape Over the Holidays” https://www.youtube.com/watch?v=DQnDVmOnLO0
  61. 64 hero campaigns hero campaigns hero campaigns hub campaigns hygiene campaigns awarenessandreach time 365 vs. 360
  62. it’s about content serving commerce
  63. IN CONCLUSION
  64. In case of any questions, regarding this presentation please do not hesitate to get in touch with us. LET´S GET IN TOUCH 68 Joanna Bakas Managing Director LHBS jb@lhbs.com +49 151 6462 0741 www.lhbs.com
  65. UNDERSTAND TODAY. SHAPE TOMORROW. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   www.lhbs.com THANK YOU
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Our industry has become obsessed with learning over the last few years. We love to talk about the age of acceleration, complexity and the need to learn new tricks. But what is holding us back is our inability to unlearn some generally accepted paradigms, ways of doing and thinking. "The illiterate of the 21st century will not be those that cannot read and write, but those who cannot learn, unlearn and relearn." —Alvin Toffler Joanna Bakas, Managing Director at LHBS Consulting Berlin had the opportunity to speak at the Golden Hammer 2015 in Riga and was also part of the festival jury.

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