1.
APPROACHING
THE BIG
IDEA

2.
IN TODAY’S
DIGITAL
WORLD?

3.
IN TODAY’S
DIGITAL
WORLD?

4.
FUEL IT
DEFINE IT
AWESIFY IT
COLLABORATE

5.
THE FRAMEWORK
The Context
Fueling The People
The Insight
The Message
Defining The Platform
The Execution
The Engagement Strategy
Awesifying
The Ecosystem

6.
THE PEOPLE
Clients
Fueling Account
Strategy
Defining
Creative
Awesifying Production
Media

7.
THE FRAMEWORK
The Context
Fueling The People
The Insight

8.
YESTERDAY
FUELING THE BIG IDEA
What’s the problem to be solved?
Who are we targeting?
What is the message we say at them?
Reasons to believe
Tone
Other mandatory information

9.
HOW THINGS HAVE CHANGED: TODAY
The rapid pace of new & emerging technology
• 2006 Facebook opens platform to everyone, launching the era of
social networking
• 2007 the first iPhone is sold changing idea of “mobile” as a truly
engaging user experience
• 2007 Twitter changes the way in which people consume and report
on news: 140 characters or less
• 2008 Hulu launches & Netflix offers streaming video making high
quality video via the internet on demand, mainstream
• 2009 Foursquare users the era of local-social-mobile networking
• 2010 Apple launches iAds making rich mobile marketing experiences
mainstream
• 2011 Spotify hits the US enabling social-shared streaming music
• 2012 Facebook buys Instagram & adds Android app launching the
era of the mobile photographer

10.
HOW THINGS HAVE CHANGED: TODAY
The rise of new technologies changes behaviors
• By 2015, Mobile internet usage expected to outpace
Desktop internet usage
• Device interfaces have gone from text to touch
• Device usage has gone from content creation to content
consumption
• Social networking time spent has outpaced email
• Connected devices empower connected consumers

11.
HOW HAS CULTURE CHANGED: TODAY?
• More participatory
• More social & communal
• More fragmented
• More transparent
• Always on
• Location increasingly important

12.
HOW DOES THAT
CHANGE
THE CREATIVE BRIEF?

13.
IT’S NOT SIMPLY ABOUT THE CREATIVE BRIEF
• Its about having a better map of the today’s world
Pre-Digital Post-Digital
Interruption Participation
Saying things at people Doing things for people
Image Manipulation Value creation
Owned Shared
Perception Behavior

14.
TODAY?
THE CREATIVE BRIEF
What’s the real problem to be solved?
Amongst whom?
How do we approach solving this?
Why do they care?
How do they participate?
What keeps the conversation going?

15.
THE FRAMEWORK
The Message
Defining The Platform
The Executions

16.
YESTERDAY
DEFINE THE BIG IDEA
What best illustrates the brand’s driving proposition?
What do people really want that the brand can really do?
What is the unifying thread throughout the campaign?
Does the idea entertain, evoke emotion, or provide utility?

17.
HOW THINGS HAVE CHANGED: TODAY
Ideas can define “platforms” not just campaigns
• A platform is not a TV campaign with matching luggage
but rather a long term commitment that lives on
– Nike+/Fuel
– Chipotle “Cultivate”
– Pepsi Refresh
– Old Spice The Man Your Man Could Be
– Kickstarter
• A good platform must be:
– Generous
– Multifaceted
– Responsive
– Propagated

18.
HOW THINGS HAVE CHANGED: TODAY
New technologies & behaviors define brilliant tactics
• T-Mobile Flashmob in Liverpool Station
• Amex Sync
• Intel’s Museum of Me
• Gillette’s London 2012 Boston Harbor Hologram
• Skittles Touch the Rainbow
• Coca-Cola Project Rebrief
• Google YouTube Symphony

19.
HOW HAS THE BIG IDEA CHANGED: TODAY?
• More participatory
• More social & communal
• More fragmented
• More transparent
• Always on
• Location increasingly important

20.
IT’S NOT SIMPLY ABOUT THE BIG IDEA
• Its about asking better questions to understand today
Pre-Digital Post-Digital
What can we say? What can we do?
How can we interrupt? How can we retain?
What spaces do we fill? What spaces can we create?
What’s our proposition? What’s our mission?
Where is the TV script? Where does the idea fit best?
How does the idea look? How does the idea behave?

21.
TODAY
THE BIG IDEA
What is the executional core of the idea?
Where does the idea best manifest itself?
Does the idea connect on a culturally relevant human level?
Does it start conversations and stories on behalf of a brand?

22.
THE FRAMEWORK
The Engagement Strategy
Awesoming
The Ecosystem

23.
AWESIFY THE BIG IDEA
Define the ecosystem, the behaviors, & the media canvas:
• Where are people interacting?
• What are the cultures of these channels?
• How should the idea behave in each space?
Build the ecosystem, the engagement strategy, the channels
• How do we disrupt yet honor the ecosystem?
• How do we uniquely interact at the right engagement level?

24.
HOW THINGS HAVE CHANGED: TODAY
The rise of new technology fuels new media channels
• Can’t just build to channels by how they work:
– TV: Broadcasters transmitting video to individual receivers in
peoples homes through channels featuring tailored content to
people’s interests that advertisers can buy space on
– Twitter: A microblogging platform where people have handles to
contribute & consume information in the form of tweets from any
digital device
• Must understand the cultures & the behaviors of each
channel ecosystem
– Amex Sync - Foursquare, Twitter, Facebook
– Old Spice The Man Your Man Could Be – YouTube
– Nike+/Fuel - Mobile

25.
HOW HAS CULTURE CHANGED: TODAY?
• More participatory
• More social & communal
• More fragmented
• More transparent
• Always on
• Location increasingly important

26.
IT’S NOT SIMPLY ABOUT MAKING IT AWESOME
• Its about understanding the cultural behaviors of
ecosystems
Pre-Digital Post-Digital
Broadcast Social TV
Radio Social Music
WOM Social Conversations
Brand Image Social Persona
Friends Social Networks
Print Interactive
Events Experiential
Mobile Phones Smartphones

27.
SO HOW DO WE
AWESIFY
THE BIG IDEA?

28.
BE SOCIAL BY DESIGN
RECRUIT ENGAGE SUSTAIN
Earned Media The Idea Keep people coming back
Paid Media Community Management
Content/Incentives/Rewards
INSPIRE
Share
Participate
Excite

29.
R.I.S.E THE BIG IDEA
Recruit:
• Activate the right audience to generate as much awareness
and attention to your ecosystem as possible.
Engage:
• Create the most exciting, participatory, and buzz-worthy
activation platform that lives across channels.
Sustain:
• Identify incentives that motivate consumers to return &
engage repeatedly.
Inspire:
• Build so much excitement that consumers must share with
their own ecosystems.

30.
RISE APPLIED: CANON PROJECT IMAGIN8ION

31.
RISE APPLIED: CANON PROJECT IMAGIN8ION

32.
RISE APPLIED: K-SWISS TUBES

33.
RISE APPLIED: K-SWISS TUBES

34.
RISE APPLIED: K-SWISS TUBES

35.
RISE APPLIED: AT&T BLINK 182

36.
RISE APPLIED: AT&T BLINK 182
RECRUIT EDUTAIN SUSTAIN
Created a montage of fan-
Marketing Activation, Partner with Blink 182 to
promote the launch of new created videos set to blink-
Onsite, Social Media, Brand devices by showing how they 182’s newest single & award
Ambassador/Blogger can help Youth get closer to the ceremony video for best
music and artists they love. content
OutreachPaid Media
INSPIRE
AT&T gave an aspiring
filmmaker/blink-182 fan the
opportunity to go on tour
with the band and to
document life on the road
36

37.
RISE APPLIED: L’OREAL DESTINATION BEAUTY

38.
RISE APPLIED: L’OREAL DESTINATION BEAUTY

39.
RISE APPLIED: BEST BUY TWELP FORCE

40.
RISE APPLIED: BEST BUY TWELP FORCE