Session Description: Leading Left Coast creative directors showcase a cross section of innovative digital and integrated work for multiple clients including the strategy behind each campaign and the related pieces that supported the work. Learn from these master class creative directors about how to inspire and harness the big idea in an increasingly digital world dominated by fragmenting media and attention spans. What customer insights and trends spark new ideas and how do leading creative directors factor in evolving trends such as on-demand media and user-generated content when developing campaigns? This is the place to be to see the latest examples of strategic and tactical creative thinking and execution.
This session took place Wednesday, April 22, 2009. The speakers:
- Conor Brady, Chief Creative Officer, Organic (Moderator)
- Niels Aillaud, Senior Manager Digital Marketing, LG Electronics
- Scott Briskman, VP, Executive Creative Director, Agency.com San Francisco
- Jared Cluff, VP, User Acquisition, Ask.com
- John Rabasa, Executive VP, Managing Director, Publicis Modem West
Unfortunately this sessions was really a long brag session from LG and Ask.com. While the television media they showed was funny and entertaining, I expected this “master class workshop” to actually teach me a few things. Maybe some tips on creating engaging creative? Nope. So I was pretty let down and I only have a few notes for you.
Bullet Point Review! LG Electronics:
- Markets may be conversations, but make sure you are invited.
- Social media is about two things: context and people.
- Participation is good but creative participation is better.
- A good campaign is organic and will want to keep going.
- If your brand is befriended (e.g. on Facebook or Twitter), be a friend back.
Ask.com:
- Positioned Ask.com as an answer engine.
- Video ads delivered an 80% reduction in CPC.
- Crawls were 4 times better – higher traffic than traditional 15 second spots.
- They were surprised by the top performing question they asked – Who is Kim Kardashian?
- The agency is not bringing ideas that are exciting to them just because they’re exciting – they’re bringing them because they make sense for their business.
