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Beautifully orchestrated: Creativity and integration

Talk on Creativity and Integration given at DMA Zedtalks in Bristol (May '15).

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Beautifully orchestrated: Creativity and integration

  1. 1. Beautifully orchestrated Creativity and integration bray leino yucca
  2. 2. I. The nature of integration 2. Steps to creativity and integration 3. The possible future of integration
  3. 3. The nature of integration
  4. 4. I. Aclvertising—lecl 2. Brand iclea-lecl 3. Participation—led 4!. No integration
  5. 5. 90% A 3 80% 2 70% 3 60% ~ 3 50% § 40% § 30% §20°/ I t 0 I-4 10% 0% Source: IPA, New models of marketing afiedivenoss, 2011
  6. 6. 90% - — — 79°/ o '= ’*50°/ on 0 ‘ §40% I g 30% §20% « ll: I-410% « 0% « 38°/ o E 70% §60% — ‘Advertising-led Brand idea-led Participation-led No integration l Integrated Source: IPA, New models of marketing effectiveness, 2011
  7. 7. “We challenge the assertion that integration is always best; campaigns that are not integrated, but for which each channel is planned and executed separately, can be extremely effective, and since they may take much less marketing resource to manage, should be considered a useful route to pursue. ” 1.1% Source: IPA, New models of marketing effectiveness, 2011
  8. 8. 74% Advertising-led I Brand idea-led I Participation-led No integration I Integrated I R - - - - - D Source: IPA, New models 0/ marketmg effectiveness, 2011
  9. 9. ‘Story-telling’ Position your brand with your communications VS. ‘Story doing’ Position your brand with your product, experience and generally the way you act Source: http: //wwwxacollectrve. cam/
  10. 10. ‘Story-doing’ brands: - Grow revenue faster - Lower rate of investment in paid media - Have a more positive social media presence - Higher operating incomes - Higher share price growth Source: http: //www. cacoIlecrrve. com/
  11. 11. Brand‘ ’ ' ig; §ches'trl£lti 0 . T . V. /ix’; R ‘
  12. 12. Steps to creativity and integration
  13. 13. BOTTOM-UP
  14. 14. a‘ ll 1 . r L . - . — — ~ - - , f‘, —;? :‘. “ g ; . ’ 3 - I ’ 97-. ‘. 4". ’-'l‘>'—'. ~ 0:1‘ ‘I’. ‘V Vt: . - «' '. , I ' I , H I x», 1,. - I
  15. 15. Have a clear creative and strategic lead. ..
  16. 16. .. .b u t p re m ote and measure collaboration on o = ° a>~1~: U| OU| 993939 Agency penormance 8 a9 55% on o $ NI ‘2 a N C 39 cllent pertorrnance O3 O? 0 cl $ a9 55% Without collaboration UK UK US US With collaboration Rest of the world Rest of the Approval. .. world Strategic pla nning Briefing. ..
  17. 17. Define a clear brand idea and behaviour. ..
  18. 18. I —— ~-—~ »: . -but let ‘the expe. L; . ‘.| ‘, _, . -_l X I. _|“iL-Ila LI IIFIC; ”AN SEO EXPERT WALKS INTO A BAR, BARS, PUB, PUBLIC HOUSE, IRISH PUB, DRINKS, BEER, WINE, LIQUOR, GREY GOOSE, CRISTAL. .."
  19. 19. i_. >e/ use X *~ I si i: as ‘-Inf :4
  20. 20. Increasing potential for impacting non-user behaviour . ..but keep the message simple Increasing demand on consumer attention
  21. 21. ‘ -Z’ , ’ I is i. . . . The possible future of integration
  22. 22. I am 1 -5:‘ - 4 . . :35- ‘In- E“No new ideas” - Russell Davies The S'IIl’3II3‘? rgy is delivery . ‘V _ ‘L
  23. 23. I No integration I _ I Matching luggage I Orchestration around the brand idea I *9 I. 5 mt 5 gs _ _; : :4. Qvdfi ___, ,_, __, .___: é.. = ‘ — UT 7 ? ??
  24. 24. Orchestration around the individual
  25. 25. Want to get orchestrating? Nick Barthram nbarthram@brayleinqco: u‘k @plan_nerd_ —. ‘ bray leino yucca

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