Posts Tagged ‘Philosophy’
How True. It’s not about Digital, Stupid.
März 7th, 2010 • Comments Allgemein
Tags: Agencies, Cool, Philosophy, Prediction, Trends, Truth, World
I found this convincing mission statement by Sidekick Studios UK on Neil Perkin’s (fantastic) blog. It’s just a well written piece of PR for a digital conference in the first place. But it is so right.
Audi’s Green Police. Didn’t They say Hitler?
Januar 30th, 2010 • Comments Ads, Brands
Tags: Ads, Audi, Brands, Fail, Germany, Ideas, Philosophy, PR, Social Influence Marketing, Strategy
Let’s start an intellectual experiment.
Think about e.g. an ex-spouse in your life and now think about any object in your appartment. Can you associate it with him or her somehow? You probably can. Take the old vase in your living room and you will probably find a connection to your ex who loved flowers so much. Most likely you will be able to link the TV set to her preferences for ‘Grey’s Anatomy’ and so on…But why should you do that? Especially since you will be able to link pretty much anything to pretty much anything after thinking about it for a while. Plus, simply put, while you actually might not want to think about your ex-spouse anymore at all?
Well, that’s what self-proclaimed guardians of Political Correctness do on the web 24/7. They love to think about all kinds of connections because there is not one thing which makes them as happy as making up a good old PR disaster.
One information in advance: I am German and I work for a digital agency with Audi International on the client list (not PR, not Audi USA). This is just accidental and not the rationale behind this article. I am professionally not at all engaged in any Audi project even though I like the cars. I simply react on this article by Danny Brown, entitled “Audi and the Super Bowl Social Media Shit Storm“. This is the story: In an attempt to spearhead a social media intiative, Audi USA (keep that in mind, it is important) had invented the so-called ‘Green Police’. It comes with a Super-Bowl ad, a Youtube channel and the inevitable twitter account. This is the more or less entertaining ad:
Did you realize it? No? Audi has just committed a major act of Political Incorrectness, according to Danny.
Transmedia. An introduction to diversity in storytelling.
Dezember 12th, 2009 • Comments Ads, Brands, Social, Strategy
Tags: Ads, Brands, Cool, Philosophy, Presentation, Social Influence Marketing, Storytelling, Strategy, transmedia
In a world in which old and new media collide, Transmedia storytelling becomes a functional necessity in brand communication. The term was defined by Henry Jenkins in his 2006 book Convergence Culture:
Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.
It is storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player’s understanding of the story world (see Henry Jenkin’s blog). Even though I disagree with the word storytelling as THE defining factor for in this brave new media world, I agree with it being an important asset.
Digital Strategist Gunther Sonnenfeld has summarized the topic in this deck to Miami Ad School. It’s a deck that talks to advertisers in the first place, but I like it, nevertheless 
.
Time. Much more than the Present.
November 15th, 2009 • Comments Strategy
Tags: Adaptation Marketing, Agencies, Bud Caddell, Business, Cool, Creativity, Fast, Future, Philosophy, Prediction, Presentation, Strategy, Time, Trends, Undercurrent, World
Bud CaddelI is a strategist the awesomest strategist ever at Undercurrent NYC and I read his blog for quite some time. This deck by Bud is about time. Basically about the question how we design experiences around how humans perceive time. I am not quite sure if you gave an answer to this question, Bud, but I love the way you tell your story (especially the Austronaut Allen part). By the way, I found this deck on Griffin Farley’s blog which I hereby recommend to my readers as well.
Trillions. A tale of many, many, many nods.
November 10th, 2009 • Comments We like
Tags: Nodes, Philosophy, We like, World
A trillion? This is 1,000,000,000,000 – or quite a bunch of stuff. This beautiful short film by MAYA Design puts some perspective on the invisible but fast approaching challenges and opportunities in the pervasive computing age. An age in which a trillion nodes continually interact, update or do stuff of some kind. Clever and beautiful to watch…
Trillions from MAYAnMAYA on Vimeo.
(thx to Thorsten)
TED. Stefan Sagmeister on leaving everything behind.
Oktober 3rd, 2009 • Comments Allgemein
Tags: Cool, Creativity, Design, Ideas, Philosophy, Presentation, Sabbatical, Sagmeister, TED, visual, World
The most recent TED session features design god Stefan Sagmeister talking about his time off. Every seven years, designer Stefan Sagmeister closes his New York studio for a yearlong sabbatical to rejuvenate and refresh their creative outlook. Pretty cool, but why does he remind me of Arnold Schwarzenegger?
Madmen. An interview with David Ogilvy.
August 12th, 2009 • Comments Brands, Classics
Tags: Agencies, Brands, Business, Classics, David Ogilvy, Ideas, Interview, Ogilvy, Philosophy, Strategy
I admit, this is a rather classic ad week. Apart from M&As such as the network I work for being bought by another network, and of course Friendfeed being eaten by Facebook there was not too much going on in the social web last week. So why not take the time to get back to the classics? David Ogilvy for example. One of the fathers of modern advertising and a Madman whose voice will stay relevant in this industry for ages to come. Watch this great interview with the master himself being interviewed by John Crichton in 1977.
The video was realized by the American Association of Advertising Agencies AAAA. Thank you.
Trends. Post Digital Marketing 2009.
August 1st, 2009 • Comments Allgemein
Tags: Brands, Business, Ideas, Media, Philosophy, Prediction, Presentation, Reports, Strategy, Trends, World
The following deck is a good example of a rapidly changing understanding of what we’re doing. I admit, you stumble over “Everything is changing”-decks pretty much every other day. But this one is a little bit different.
“Post Digital Marketing 2009″ takes everything you might expect one step further. Helge Tennø, strategic director of Norwegian agency screenplay has put it together. Tennø comments that
this last year has seen logarithmic changes in marketing, fueled by different concepts like Utilities, AR, The Collective Exchange of Ideas, Transmedia, Digital becoming ubiquitous, Mobility and more.What I wanted to do before leaving on a short summer vacation was recombine all the best ideas, into ONE Post Digital Marketing 2009 presentation. Summarizing all the major thoughts finding its way to my “ideas”-folder this last year.
Well done. Interesting read, great thoughts and (last but not least) visually appealing…
Germany. Why we struggle with 2.0.
Juli 25th, 2009 • Comments Allgemein
Tags: Brands, Burda, Business, Germany, Media, Philosophy, Strategy, Vodafone, World
It’s never been easy to be German. Who would think that the people who were among the first to invent big machinery of any kind and…well…the Blitzkrieg (one more idea which doesn’t make it exactly easy to be German) might have certain issues with their ability to lead in innovation nowadays? But in fact we are stressed. Simply because we’re a bit slow. Why?
Because 19th century heavy machinery world was our kind of planet, the social web isn’t…Social Influence Marketing redefines pretty much everything. It redefines how brands relate to their consumers, what agencies have to deliver and it redefines how products become products. But this isn’t exactly a German sphere. It’s too fast for us, too beta…too non-institutional.
Germany – An Internet Tale
A couple of weeks ago, readwriteweb published an article entitled:
‘Social Media in Germany: 5 Years Behind – Still Lots to Learn‘. This article revolved around the status of the social sphere in Germany. Marcel Weiß, editor of the German blog netzwertig.com gets quoted:
Germany is at least five years behind the U.S. when it comes to social media and its adoption by a larger part of society. Blogs are still considered to be suspect by a large part of the German public and have very little influence, and social news sites and aggregators attract very little attention. With regards to Germany’s Internet startup scene, Weiß argues that, with very few exceptions, most companies are also years behind the U.S. and just aren’t innovative enough to compete.
Personally I don’t think we’re that far behind. But when it comes to Social Influence Marketing it’s at least 2-3 years. Germany is a rather corporatist state, which means:
We believe in a strong state run by parties, social welfare, car manufacturers and a more or less fixed order in which everyone and everything has its special place. Sounds 16th century? Well sometimes it is. The German spirit seems stressed with the liberal intention behind Web 2.0. No one there to tell us how the world’s supposed to be. No institutions. Just us and our personal creativity. And this difference between our ideal and the world’s reality makes us rather slow. We’re unsure how to behave in this individualistic world anymore. A world in which no overall truth seems to be right anymore. And this is why we don’t move at all.
Ideas. Rethinking the process.
Juli 12th, 2009 • Comments Ideas
Tags: Business, Creativity, Ideas, Philosophy, Process
As an agency guy much of your work revolves around ideas. Thinking about new and unseen ways how to promote good products and brands is our business. The key question is, what is an idea and how do I get one? My dad (who is 60) thinks we just sit around all day and get ideas.
In fact, by now most agencies try to work that way. But the classic waterfall model of idea generation doesn’t take anybody very far… except by mistake. Forcing people to sit together and to make them them think about how to solve a problem through brainstorming is plain and simple wrong. Nobody can just sit in a meeting room and create great ideas that work instantly. The classic approach simply won’t do the job anymore. Especially not in a time of 24/7/365 idea-driven activation.
Friday and Saturday last week I had the pleasure to take part in a workshop with Mario Pricken, one of the most succesful German-speaking creative coaches who was guest at Neue Digitale / Razorfish . Pricken has published two very succesful books on how to catch ideas (especially the great “Creative Advertising“) and he really gave me/us a great insight on what ideas are and on how to structure creative processes. Pricken’s basic assumptions
- Ideas are result of a multi step approach, they don’t just ‘come’
- Structuring this process and integrating different players in each level is essential
- The process takes you from ugly, unapplicable ‘idea material’ to beautiful, working concepts
- Generating material is not the same as assembling an idea
- You need different people for every step of the process, nobody really ‘owns’ an idea. It’s teamwork
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