Creative Director’s Media Strategy

15TH ABC MEDIA WORKSHOP Presentation by Encik Sa’ad Hussein

Transcript

1. hello! Wednesday, March 7, 12
2. hello! are there any creatives out there? Wednesday, March 7, 12
3. Wednesday, March 7, 12
4. World’s first powerpoint presentation with advertising space Wednesday, March 7, 12
5. World’s first powerpoint presentation with advertising space Wednesday, March 7, 12
6. Wednesday, March 7, 12
7. Wednesday, March 7, 12
8. ECDSAYS... A Creative Director’s Media Strategy???? Wednesday, March 7, 12
9. ECD SAYS... 1 2 3 4 5 6 7 Wednesday, March 7, 12
10. ECD SAYS... “We’re no media experts” 1 2 3 4 5 6 7 Wednesday, March 7, 12
11. ECD SAYS... Wednesday, March 7, 12
12. ECD SAYS... • Creatives don’t read briefs Wednesday, March 7, 12
13. ECD SAYS... • Creatives don’t read briefs • Creatives just want to do tvcs Wednesday, March 7, 12
14. ECD SAYS... • Creatives don’t read briefs • Creatives just want to do tvcs • Creatives hate numbers; love pictures Wednesday, March 7, 12
15. ECD SAYS... • Creatives don’t read briefs • Creatives just want to do tvcs • Creatives hate numbers; love pictures • Creatives fall asleep when media presents Wednesday, March 7, 12
16. ECD SAYS... • Creatives don’t read briefs • Creatives just want to do tvcs • Creatives hate numbers; love pictures • Creatives fall asleep when media presents • Regardless, we have ideas. Lots of it. Wednesday, March 7, 12
17. ECD SAYS... • Creatives don’t read briefs • Creatives just want to do tvcs • Creatives hate numbers; love pictures • Creatives fall asleep when media presents • Regardless, we have ideas. Lots of it. Summary: Wednesday, March 7, 12
18. ECD SAYS... • Creatives don’t read briefs • Creatives just want to do tvcs • Creatives hate numbers; love pictures • Creatives fall asleep when media presents • Regardless, we have ideas. Lots of it. Summary: Creatives are actually interested in media touchpoints and are open to explore and push media ideas. Wednesday, March 7, 12
19. ECD SAYS... 1 2 3 4 5 6 7 Wednesday, March 7, 12
20. ECD SAYS... “It’s in the thinking and the great idea” 1 2 3 4 5 6 7 Wednesday, March 7, 12
21. ECD SAYS... Wednesday, March 7, 12
22. ECD SAYS... • Not exclusive to the creative agency Wednesday, March 7, 12
23. ECD SAYS... • Not exclusive to the creative agency • Allow creative agency to enhance, craft & execute Wednesday, March 7, 12
24. ECD SAYS... • Not exclusive to the creative agency • Allow creative agency to enhance, craft & execute • Rise in Media & Digital agency winning awards Wednesday, March 7, 12
25. ECD SAYS... • Not exclusive to the creative agency • Allow creative agency to enhance, craft & execute • Rise in Media & Digital agency winning awards • Media entries in 2011 Cannes had increased by 34% from 2010. It makes up 10% of all entries. Wednesday, March 7, 12
26. ECD SAYS... • Not exclusive to the creative agency • Allow creative agency to enhance, craft & execute • Rise in Media & Digital agency winning awards • Media entries in 2011 Cannes had increased by 34% from 2010. It makes up 10% of all entries. Summary: Wednesday, March 7, 12
27. ECD SAYS... • Not exclusive to the creative agency • Allow creative agency to enhance, craft & execute • Rise in Media & Digital agency winning awards • Media entries in 2011 Cannes had increased by 34% from 2010. It makes up 10% of all entries. Summary: Anyone can have ideas, even media owners and media agency. But ideas need to be fresh and pushed to the limit. And executed well. Wednesday, March 7, 12
28. ECD SAYS... HomePlus Virtual Store Wednesday, March 7, 12
29. ECD SAYS... 1 2 3 4 5 6 7 Wednesday, March 7, 12
30. ECD SAYS... “Traditional media still works” 1 2 3 4 5 6 7 Wednesday, March 7, 12
31. Wednesday, March 7, 12
32. Wednesday, March 7, 12
33. Interactive TV Idea Wednesday, March 7, 12
34. VW Talking Ad in Times of India Wednesday, March 7, 12
35. Scented Ink for Spin Detergent Wednesday, March 7, 12
36. Nissan Cinema Ad Wednesday, March 7, 12
37. Wednesday, March 7, 12
38. Summary: Wednesday, March 7, 12
39. Summary: Traditional media works well if the idea is fresh and impactful. Think harder and laterally and traditional media won’t look traditional anymore. Wednesday, March 7, 12
40. Wednesday, March 7, 12
41. Wednesday, March 7, 12
42. ECD SAYS... 1 2 3 4 5 6 7 Wednesday, March 7, 12
43. ECD SAYS... “Media owners must take the lead” 1 2 3 4 5 6 7 Wednesday, March 7, 12
44. SPH undertook a campaign to prove that press was a better medium than television. Wednesday, March 7, 12
45. Comfort DelGro Rewards Advertisers and Agency for Creative Taxi Top Ideas Wednesday, March 7, 12
46. BFM 89.9 Wednesday, March 7, 12
47. ASTRO CELESTIAL MOVIES Wednesday, March 7, 12
48. Wednesday, March 7, 12
49. Summary: Wednesday, March 7, 12
50. Summary: Media owners must show passion to change and evolve more importantly walk the talk. They must demonstrate change by re-looking at product, Wednesday, March 7, 12
51. Summary: Media owners must show passion to change and evolve more importantly walk the talk. They must demonstrate change by re-looking at product, the way they brand themselves and inspire others. Wednesday, March 7, 12
52. ECD SAYS... 1 2 3 4 5 6 7 Wednesday, March 7, 12
53. ECD SAYS... “We need to be brave” 1 2 3 4 5 6 7 Wednesday, March 7, 12
54. Wednesday, March 7, 12
55. Wednesday, March 7, 12
56. Wednesday, March 7, 12
57. Summary: Wednesday, March 7, 12
58. Summary: Fear of change, to do the unexpected and to get out of our comfort zone Wednesday, March 7, 12
59. Summary: Fear of change, to do the unexpected and to get out of our comfort zone will always be there. But if we don’t fight our fears and brave the Wednesday, March 7, 12
60. Summary: Fear of change, to do the unexpected and to get out of our comfort zone will always be there. But if we don’t fight our fears and brave the consequences, be it good or bad, we will never improve. Wednesday, March 7, 12
61. ECD SAYS... 1 2 3 4 5 6 7 Wednesday, March 7, 12
62. ECD SAYS... “Everything is media” 1 2 3 4 5 6 7 Wednesday, March 7, 12
63. Nivea Cellulite Chair Wednesday, March 7, 12
64. Ikea Malaysia creating new media in their own store Wednesday, March 7, 12
65. Wednesday, March 7, 12
66. Heineken Walk-in Fridge Follow up Wednesday, March 7, 12
67. HBO Voyeur Projection Wednesday, March 7, 12
68. Sudah Potong Wednesday, March 7, 12
69. Sponsor Mass “Potong” Wednesday, March 7, 12
70. Guerilla Kompang Boys Hijack Weddings Wednesday, March 7, 12
71. Wednesday, March 7, 12
72. Summary: Wednesday, March 7, 12
73. Summary: Everything is media if we take the effort to make it a touchpoint. Let’s somehow find a metrics to quantify these new touchpoints. The impact may be greater than traditional media. We’ve been too comfortable with what Nielsen feeds us. Wednesday, March 7, 12
74. Wednesday, March 7, 12
75. ECD SAYS... 1 2 3 4 5 6 7 Wednesday, March 7, 12
76. ECD SAYS... “Let’s work together again” 1 2 3 4 5 6 7 Wednesday, March 7, 12
77. Agency Client Media In the past Wednesday, March 7, 12
78. Agency Client Media the present Wednesday, March 7, 12
79. Agency Client Media the future Wednesday, March 7, 12
80. Wednesday, March 7, 12
81. Summary: Wednesday, March 7, 12
82. Summary: Let’s make ourselves relevant again. Let’s work together again to expand our offerings and beef up on our dwindling revenue. Let’s look at building the clients business rather than answering a communications problem. Idea is our currency. Make sure this is not devalued. Wednesday, March 7, 12
83. Wednesday, March 7, 12
84. thank you. Wednesday, March 7, 12