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Archive for the ‘psfklondon’ Category

Some of y’all will remember reading about the absolutely awesome time I had at the PSFK London conference earlier this summer (my notes are here and here), well the PSFK tour bus is on the move again and this time the next stop is LA. PSFK LA is scheduled to go down on the 18th of September, you can read about it and buy tickets here. I would strongly strongly strongly suggest if you’re around Los Angeles that day go. Just go. It will be, without doubt one of the best ways to spend time that day.

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And if that wasn’t enough incentive to go, the AdLads have a discount to the tune of $100 to give away to someone, so their ticket will come in at $200. BUT this discount is only valid until the 18th of August (this Saturday). So if you want it email us, telling us why you should have it. If you can convince us, it’s yours. But make sure you go.

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(This is a continuation from my post yesterday about my musings from the PSFK conference in London)

Jeremy Ettinghausen – Penguin Books
Marketing now is at the heart of the publishing process, saying the product is too linear has been proven wrong.
The internet is more than just a sales channel.
Your product can do the marketing, if you open up opportunities for it do so.
Penguin are about enabling conversations about books, authors and stories.

(It was a real eye opener for me to hear about how Penguin have almost completely rebuilt their communications strategy to embrace all that the Internet and web 2.0 is about – really refreshing and inspiring for an admitted book junkie).

Dan Hon – Mind Candy
Humans are intrinsically a social species, we crave regular interaction.
Never underestimate or demean the power of good narrative.
Immersion breeds passion – narrative builds ties…
People yearn for a feeling of togetherness, an identity that binds them to others yet still lets them express themselves individually.

(How amazing and mind boggling is the reach of alternate reality games? Breathtakingly ipic and terrifying at the same time).

Iain TaitPoke
Iain’s post on the 10 reasons why digital is better than advertising can be found on his blog, it’s better you hear it straight from him rather than have me make a mess of his excellent talk. The 10 main points he made are below.

1. You don’t have to do ‘Advertising’
2. You can just do things
3. A ‘just do it’ culture fosters entrepreneurialism – you can fail fast and cheap
4. Egos are (marginally) smaller in digital
5. Online audiences are great – they get ‘it’
6. You can be an inventor
7. There’s less to lose
8. You don’t have to work at a place with 4 middle aged guys’ names on the door
9. You get to work with people who live digital everyday
10. The rules change everyday

Panel: Are Planners the New Creatives? – Jessica Greenwood, Flo Heiss, Liz Sivell, Amelia Torode, Harry Fowler
Be useful to people.
Intelligent ideas are key, regardless of their origin.
Consumers don’t see online and offline as two worlds, they see the world.
We are all creating things, refining them to make them relevant is key.
Think about where your ideas are going, and where they are needed.
An idea is not always a good idea.
Share. Always.

(I felt sorry for Amelia on this panel, she was the only planner and held her own but the discussion often retreated into labels and making boxes to fit people into, rather than people defining their own roles. An unexpected surprise was running into Laurence Parkes when he was asked for his opinion by Jessica – I did work experience at BBH last year and did some work with Laurence, a great guy who’s always willing to listen).

Hugh MacLeod – Gaping Void
A brand should be seen as a social object.
If you wanna have a cool product, you gotta do cool shit.
Smarter conversations = better products.
Harness the power of Viral Mojo.

(Make sure you check out Gaping Void, Hugh’s cartoons are rockin’).

Martin Cole – WPP
Society is profoundly visual and always has been.
We spend more and more time in front of screens, but never really look at them, we scan.
Become a visual expert, make everything you do simple and elegant.
Beauty is key in everything, we gravitate towards beauty in all its forms.

Panel: Change The World – Piers Fawkes, George Parker, Stan Stalnaker, Johnny Vulkan, Russell Davies
The traditional buy/sell model is dead.
Marketing is a failed science.
Middle management at clients use agencies as a crutch.
Consume less, contribute more.
The internet has made the world a greenhouse, be genuine and don’t be a dick.
Creativity, by and large is not applied to business, when it is, everyone knows it.
After the next nuclear holocaust there’ll be cockroaches and ad people.
90% of agencies were always crap. It’s not like something has been changed by the arrival of the Internet.
Working faster is working smarter.
Believe in what you do. Always.
Be honest with yourself. Always.
Take responsibility for what you do. Always.

So there you have it, that’s the words from my notebook typed onto my notebook. Big thanks to Piers for inviting Anton and I to come and blog about the day, we definitely got the better end of the deal and met a bunch of great people and heard some great stuff. If you didn’t make it on the day, I hope this gives you a little flavor of what it was like. And make sure you go whenever the PSFK roadshow rolls into your town next. As the immortal words go, thank you and goodnight.

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My scrawls..

After a week of procrastination followed by one of steadily increasing hayfever, I’m finally getting down to giving you the goods on the superb PSFK conference in London Friday before last (June 1st). Before I launch into my notes, I have to let y’all know that there were many, many, fantastically intelligent people present on the day and I would advise that as a starter, you read Amelia’s, Charles’, George’s, Helen’s, I-Boy’s, NP’s, Peter’s, The Pirate Geek’s and Will’s (for a fantastic shot of the wannabe ad man in the flesh, check out my pictures from PSFK, he’s the one in the camera’s headlights) posts on the day before commencing takeoff here.

Having taken my sweet time, and having read everyone’s excellent recaps of the day, I don’t think it would be best if I set off on long stretches of prose about every session for a number of reasons mainly because a) You’d get bored, b) Others have written about it better than I will and c) I’ve had way too much to eat due to the homemade authentically Texan burgers (whatever that means) I had with friends over lunch. So I’ve decided to take every session and distill it down to what I thought was cool / important / relevant / most worth remembering. Hopefully some of you will agree. So let’s get this partay started.

Timo Veikkola, Futures Specialist at Nokia
Nothing technology can produce will ever compare to the intimacy of face to face communication.
Trends are manifestations of values, attitudes and behaviors.
Can the human mind master what it has made?
Ubiquitous connections are the ones that we must strive for, but also the ones most difficult to pinpoint.
The future will be utterly fantastic.

(Timo had without question, the coolest job title, if Doc Brown from Back To The Future ever had an official job title it would definitely be Futures Specialist).

Regine Debatty – We Make Money Not Art
Science can make the impossible and distasteful palatable with time.
Artists are crazy people.
Technology doesn’t always deliver.
Perfect can be borne from the imperfect.

I’d take Regine’s statement that all artists are crazy a little further and say that everyone is crazy on some level, it’s embracing your inner insanity that is the key.

Panel: The Marketing Gap In Green – Karen Fraser, Tamara Giltsoff, John Grant, Diana Verde Niet
We need to embrace sustainability.
Every client/product/brand wants to be seen to be doing something green, but most don’t know what to do.
We live in an era where the macro-economical environment dictates changes that are almost being thrust upon advertisers.
To be successful in communicating the message of green, the product must use itself to communicate a bigger issue, and please, please don’t patronize me.
Being green can be broadly seen as a 3 step process, set new standards, collaborate with the consumer and help them live and feel better.

Niku Banaie – Naked Communications
We all have the needs to Love, to learn, to give back, for simplicity, to play. Our ideas in particular and our lives in general should try to embrace as many of these as possible.
Ideas should Shrink, Hide and Embody (Maeda’s law of simplicity).
Promote the spirit of curiosity, it’s that same spirit that allows us to grow into the adults we do.
Take open source to everyone.
Grow your own future.

Mike Butcher – Journalist
Digital media is a smaller, cheaper competitor to traditional media and can undermine it.
Digital media is the pamphlet from the Pentrich Revolution of our era.
Media owners must change their practices in the face of cheaper digital startups and user-centric publishers.

Panel: Turning Trends Into Ideas – Steven Overman, Beeker Northam, Simon Sinek, Faris Yakob
Jumping at trends is a dangerous game.
If something is not interesting or useful, it has no value
Inspiration is the most powerful tool in the history of humankind. You can either inspire or manipulate, if you manipulate, eventually the effect will wear off. If you inspire, your message will multiply exponentially.
The majority of marketing communication attempts to manipulate and is intrinsically destined to fail.
Words are dangerous because of their power.
Belief, inspiration and the truth create a cult of belief that is the most powerful tool a brand can have (I think one of my favorite TV ads ever, Apple’s Think Different is a great example of this).
Challenge the status quo, and use humor to take the edge of contentious issues.
Tell the truth. Always.

Part two is on the way, come back Thursday, June 14th for the goods.

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