Lcc

A THOUSAND CHANNELS

TRADITIONAL MEDIA50 YEARS IN THE MAKING.

TV 30 SECONDS

PRINT

1.5 SECONDS

OUT OF HOME

0.3 SECONDS

IT’S ALL ABOUT REDUCTION OF THE

MESSAGE

DIGITAL

0.3 SECONDS-10 HOURS

WATCHING A 30 SECOND CLIP ON YOUTUBE IS COMPARABLE TO WATCHING A 30 SECOND CLIP ON TV.EXCEPT THAT YOU DO IT VOLUNTARILY ON YOUTUBE.

AND THE SAME RULES APPLY FOR PRINT AND BANNERS.

DIGITAL IS NOT THE LOWEST COMMON DENOMINATOR,IT’S THE BIGGEST POSSIBLE COMMUNICATOR.

PLAYING DOODLE JUMP ON YOUR iPhone IS NOTHING LIKE FLAT HUNTING ON GUMTREE.SHARING A PLAYLIST ON SPOTIFY,ISN’T THE SAME AS LIKING THE HOT GIRL’S STATUS UPDATE.TRANSFERRING MONEY ON YOUR INTERNET BANK,IS NOTHING LIKE RETWEETING YOUR FAVOURITE AGENCY.

BEHAVIOUR

DIGITAL IS

NOT 1 CHANNELSO THERE’S

NOT 1 BEHAVIOUR

AND A THOUSANDBEHAVIOURS

DIGITAL IS A THOUSAND CHANNELS

THE ONE WHO SAYS IT’S TRADITIONAL VS. DIGITAL

WILL LOOSETHE BATTLE

CREATIVITY STILL APPLIES

BUT WE NEED TO UNDERSTAND PEOPLE,BEHAVIOURS& CHANNELS

PEOPLEBEHAVIOUR

CHANNELRELEVANCE

THIS IS HOW TO WRITE A NEW

CREATIVE BRIEFBUT ALSO A NEW MODEL OF THE

CREATIVE PROCESS

CALL IT CREATIVE STRATEGY

ENOUGH TALKING

S O M E G O O D E X A M P L E S

SOME GOOD EXAMPLES OF BAD STUFF

ENCORESO CAN I GET AN

RELEVANCE

PEOPLE

CHANNEL

BEHAVIOUR

PRODUCT

CREATIVITY

LET’S TRY

ALL TOGETHER NOW

PRODUCT?

PEOPLE?

CHANNEL?

BEHAVIOUR?

= IDEA

THANKS