Mark Johnstone - Better Content Ideas

While many believe the future is digital, they often dismiss the big ad agencies. Why not learn from those who have been doing this for years? Mark will talk us through what he has learned from others, his own experiences in Creative over the last few years, and how these lessons can help us in our own work.

Transcript

1. the elements of a good idea by mark johnstone
2. how do you come up with ideas? they just come to you, right?
3. a little bit of background…
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15. the 4 things you need to know about ideas
16. an idea is a novel combination of previously unconnected elements in a way that adds value
17. what they are and where to find them what they look like and how to make them the elements: the connections:
18. the elements: what they are
20. customer insight product truth competitor insight
22. customer insight competitor insight product truth
23. the elements: how to find them
24. focus groups
25. use the internet as your focus group
26. “love [your brand]” “hate [your brand]” “love [your competitor]” “hate [your competitor]” “love [category]” “hate [category]”
27. it’s not about the product
28. Dove soap dove soap simplicity Italy song opera split ends flowers iris lily scent bubbles lather flying bird hair care presentation finish hair olive branch peace pond strands power tangled
29. “of course, I’ve always taken a lot of notes… I mean you never know what the things going to be, do you? a little detail, somewhere down the line, makes you say [gasps]… …cracks the case wide open.” Rust, True Detective
30. stories are misleading about the path actually taken
31. the connections: what they look like
34. customer insight competitor insight product truth
35. wolf in wolf’s clothing
36. competitor insight product truth customer insight
38. the connections: how to make them
40. information saturation incubation illumination verification
41. saturation
42. incubation
43. illumination illumination
44. verification
45. start small
46. product truth customer insight competitor insight
47. but, isn’t it just luck?
49. 10 steps to better ideas
50. 1. learn about the thinking behind the ads
51. 2. mine the web for insight
52. Dove soap dove soap simplicity Italy song opera split ends flowers iris lily scent bubbles lather bird hair care presentation finish hair olive branch peace pond strands 3. think laterally about your brand
53. 4. try to force connections
54. 5. actively disengage
55. 6. jump start the light bulb
56. 7. verify your ideas
57. information saturation incubation illumination verification 8. iterate
58. 9. smart small
59. 10. practise
60. thank you
61. p.s. you should read these books @epicgraphic