Creative conversations in Vegas: What two young creatives can still remember of Day 1 on Day 3

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Creative-Conversations-illustration.jpgPsembi Kinstan and Joe Sibley from GPY&R Melbourne are a culturally confused team of Australians attending the London International Creative Conversations in Las Vegas this week. Here’s their first impressions.

Nick Law, Emma Wilkie, Sheridan Thomas and Faris Yakob . Nick Law was the highlight, here’s some of what he had to say.

Law started his presentation by drawing the comparison between most speakers at ad conventions and marketing for fridge magnets. Both just use the same ten words rearranged differently. He then proceeded to trash five of the most popular words currently doing the rounds, big data, storytelling and big ideas.

1. Nick’s Law of Advertising.

Do nice things for people in real time at a large scale.

2. There’s more to ads than storytelling.

Hollywood, HBO and babies on YouTube create stories that people choose to watch. Most agencies don’t. Agencies need new ways to provide service and utility to brands, beyond traditional stories.

3. Big simple ideas aren’t everything.

Nike Fuel is great for its simplicity. But it’s effective because it is also a platform that allows people to participate in dozens of different  ways. It’s a complex mix of traditional ads, apps, products, social media and events.

4. Make people create their own big data.

The most effective way to collect info on your market is to give them a reason to collect it for you. Nike Plus  allows you to track your running progress. That’s useful for the individual, but that same data is even more useful to the brand. It allows them to know what you’re doing, and what products you’ll need to do it.