2:00 – 2:50 pm
REDEFINING CREATIVE CULTURE
Most agencies cling on to calcified creative habits. How are you planning to transform your creative culture to ensure you survive in the new consumer controlled media landscape? Nick covers why traditional agencies have the wrong idea when they talk about the Big Idea, why the whole creative process is antiquated, and how creative culture needs to change to remain relevant in today’s consumer controlled media landscape. Nick shares proven examples to help you develop strategies to deliver targeted, relevant content that adds value to the consumer experience.
Nick Law, Executive Creative Director, R/GA
Introduced by Al Lieberman, Executive Director, EMT Program, NYU Stern School of Business
Culture
Big agencies say that consumers have changed, what have the agencies not?
Technology Shift, Many Screens...from listening to interacting. Creative disciplines in "tribes" or discreet groups. More and more tribes have emerged to the point where they must converse with each other (even thought they speak very different languages).
The Misguided Leadership of Advertising/Advertising counter revolution
The restoration of the narrative in the interactive space
Consumers are looking for utility and entertainment
Advertising is talking to itself, not necessarily looking at what is effective and speaks to consumers
What is a big idea? The big idea can be routed in technology- Nike ID billboard
Bringing back to the product itself can go beyond the 30 second spot
Interactive is the hub/Technology is creative . Don't outsource it!
Stop thinking about channel, start thinking about format
Stop selling scribbles, start prototyping (jaffe- UNMTPNM)
Stop creating punch lines, start being useful
Product Experience- Nike ID
Tags: R/GA, NYU Stern, Nick Law, Al Lieberman, agencies, media, marketing, creative culture, many screens, culture, Nike plus, iPod, ID
2:50 – 3:20 pm
THE FUTURE OF EMERGING MEDIA: A LOOK AT THE LEGAL CHALLENGES AHEAD
What tools do you need to decode the legal ramifications of emerging media and nontraditional distribution platforms? How can you use technology effectively and legally to better protect and enhance your brand? What should you anticipate in terms of policy, guidelines and legislation? This discussion with a leader in advertising and new media law will help illuminate the legal issues raised by emerging media and the convergence of technology and content.
Linda Goldstein, Partner, Manatt, Phelps & Phillips
Interviewed by Matthew Belloni, Editor, The Hollywood Reporter, Esq
Tags: Linda Goldstein, Partner, Manatt, Phelps & Phillips Interviewed by Matthew Belloni, Editor, The Hollywood Reporter
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