Creative writer!
zlaan_
mar21weekend.pdf
There are no notes from the 22 as the presenter didn’t allow laptops Entertainment Management 403 21 March 2014 Noah Brier “The smartest digital marketing guy in the world” 200 Stupidest people you will ever meet go work for any accounting firm, anywhere in the world. You’re competing against $10/hr in India Headline in the Kaimin the week I left “The goon is finally gone” (nickname was the goon) At the end of six months at accounting firm, senior partner showed up and said “Is Mr. McGinley here” knew he wasn’t getting fired since HR would be firing. Rambles on about highest review of any new junior. Raised from $13k to $16k a year working 80 hours a week. Starts talking about how juniors could advance quickly, etc. Didn’t understand why he was being called Marshall instead of Mr. Said “see you later Marshall” and walked out a door. Two months at another firm, when brought in to an entertainment business by Styx because they didn’t trust tour manager. Took that opportunity. Went to London… then Ivy League. Started interviewing kids. Harvard MBA’s didn’t work, interviewed undergrads borrowed clothes to come and meet. Hired him because he spoke French. Literally walked into Sting’s dressing room “I’ve been flying around a couple years, I’m done with it” Next found a drug dealer just out of prison from Thailand, came up to him at a party… all I knew is he just got out of prison. Then found himself setting up meetings… learned about “The Internet” Taken that year of learning about the Interent, shifted gears, “what you’re doing today is probably not what you’re going to be doing 5 or 15 years from now in today’s world” Study: 1. Foreign Language 2. Philosophy
The biggest problem with this generation of kids you don’t know how to solve problems and you don’t know how to think, 3. English literature gotta know how to write and communicate 4. Maths/Design need one side of the brain or the other
5. Code Social Media Platform Infrastruction: Owned Media radio, TV, newspaper Facebook you have owned pages Earned Media Paid ecosystem Second presenter 3 of 4 major requirements Mike gave What’s contagious now? Critical skill How the most hated brands in the world got people to stop hating the? Contagious is an early warning system for the global communications industry As a marketer you need to be able to understand what’s good or beautiful or special or creative and what isn’t Our brand beliefs: 1. Marketing language places barriers between us and them 2. Creativity or scale? Or both? “Over the 16 years of campaigns examined in this study, creativelyawarded campaigns were seven times more efficient than nonawarded ones” IPA “America’s most popular painting” made a painting that was based on surveys, had everything that people wanted in a painting. (you gotta see it) Opportunity to test marketing to death You will never be creative by being a collaborationist People live in a world where brands are much more fuzzy entities marketing has to fight for every second of your attention it gets Meerkatting ducking up and down with TV How do we fit in with this behaviour and pull people out Reality TV and what it means? BBC study of people watching TV
Video of baby trying to use magazine as touch screen “for my one year old daughter a magazine is an ipad that does not work” DisneyCollectorBR likely views from small kids marketing about the marketing clicks off charts ad adobe making fun of encyclopaedia britannica money going to things tehy didn’t know it was going to Banks are most dispised Mr Burns of brands Barclays has been the lowest of the low barclay bikes with fuck barclays and barclays took you for a ride barclays pingit been a long time Extremely brazen ad 80% of people who receive a payment register £70 average transaction £10 million first year transaction vol. Anaesthesia witheld from women giving birth because they were supposed to suffer “quietchel” (sp?) view of childbirth pain should be shared string attached to man’s testicles and woman pulled strong with painful contractions to force empathy Avatar made by same people who made siri igaranti in turkey would NEVER fly in western europe or us Paul Young from Facebook said the future of advetising will be based on dots from all around to make a larger picture Helly Hansen first tracks. Set an early alarm if there’s fresh snow Lots of great ad examples. Skoda Hostel, Sony Xperia Z phone swap, Molson scan your canadian passport to open fridge rewarded canadianness
vodafone india kumbh mela expect brands to do things for them as they come out of poverty vodafone musical earmuff devotional song with much needed winter accessory reached inaccessible portions of indian society at a fraction of the cost at first hesitant to feature
Skullcandy Last thing connected experiences Morton Heilig Cinematography inventor created a simulator apparatus Simulate a buggy ride Sprayed scents in movie/simulator forward thinking spectaculator failure not discouraged. highly interested in sensory experiences Disney magic bands, aireal, revel tactile technology disneyresearch.com http://www.disneyresearch.com/project/revelprogrammingthesenseoftouch/ Budweiser red go lights sold 500 in toronto in 2 days. ultimate branded push notification Durex app connected underwear to shock lovers Australian has 20% of condom market in Australia “lets think about what the future of sex might be” GS&P touch rooms productcentric experiences heineken heineken ignite xylobands amplifying live experiences Dan Deacon phone syncs to the music with live app doesn’t use wifi or data uses phones microphone to listen to msuic performer has special keyboard to control all their phones 1 is when everyone fires up app, 2 when everyones led goes off
Budweiser red lights on peoples heads Price gaps $2.4billion due to pricing gap in used cars. Posting internship announcements Live Nation Internship Mashable Internship More internships… Technology is now the bottom of the pyramid. Now, you have to manage up, not down, because of technology Everyone on the bottom of the pyramid is now in power. A lot of you kids are on snapchat? Why it’s private One short video Kevin Spacey hourse of cards “Kevin Spacey urges TV channels to give control to viewers” Networks wanted a pilot first, but we didn’t want to because the story took so long. Give customers what they want fix piracy How do we define film vs TV show watched all at once For kids growing up now there’s no difference it’s all content, it’s just story https://www.youtube.com/watch?v=P0ukYf_xvgc “I hate television, I hate it as much as peanuts, but I just can’t stop eating peanuts” Orson Wells Introducing seasons all at once “Hiya” Percolate Noah Brier @HeyItsNoah
