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A Time For True Radicals

Gareth Kay
Chief Strategy Officer, Associate Partner
Goodby, Silverstein and Partners, San Francisco
Why radical?
Time for true radicals
Professional Radicals
radical (adj.)

thoroughgoing or extreme, especially as
regards change from accepted or traditional
forms: a radical change in the policy of a
company.

favoring drastic political, economic, or
social reforms: radical ideas; radical and
anarchistic ideologues.

 Source: Merriam-Webster
radical (adj.)

of or going to the root or origin;
fundamental: a radical difference




 Source: Merriam-Webster
Let us be in no doubt,
it’s time to be radical
What we’re doing isn’t working

      “In most cateogries, a brand’s market share is
      stationary”
      Brands in 4 out of 5 categories seen as increasingly
      homogenous
      Less than 1 in 10 ads seen as different
      3 x $ spent on price cutting compared to brand
      building in CPG




Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey
Time for true radicals
We’re less valued by clients

      1 out of 4 clients don’t believe what we do boosts
      corporate profitability
      3 out of 5 clients think we don’t offer good value for
      money
      2 out of 5 think we don’t work well in a team
      1 in 10 think we are doing a good job in evolving
      our services for the digital age




Source: IPA/ISBA; CMO Council 2010
We’re finding it hard to find and
     retain the best talent
     Not just low starting salaries but ‘low degree of
     difficulty’
     Spend less on training and development per person
     than Starbucks spend on their baristas
     Less than 1 in 2 employees believe their agency is
     committed to continuous development




Source: AAAA
Yet, our response seems to be this
6
        (hopefully
        helpful)
        thoughts



TODAY
“Being realistic is
the most commonly
  traveled road to
    mediocrity.”
            - Will Smith
1
Let’s think about
what we can create,
not just what our
muscle memory
tells us to make
“Here’s the TV ad,
now what’s the problem?”
“The task of any imaginative agency, any creative
  company, is to understand and serve its client’s
  business problem. Too often, our business has
   sliced and diced its tasks in the style of a sub-
 prime mortgage bundler. A corporate task set by
 the chief executive, reframed as a comms task by
    the marketing director, refined by the brand
 consultancy and reduced by the ad agency to the
stuff advertising can do: grow awareness, nurture
   engagement. Too many links, too indirect and
       weak a connection between commercial
        possibilities and creative resolution.”

                       - Laurence Green, Founding Partner of 101
“The further backward
you can look, the farther
  forward you can see.”
            - Winston Churchill
Time for true radicals
Time for true radicals
Let’s stop defining ourself by
  output and start defining
      ourself by outcome
Let’s be rewarded
for good behavior
Time for true radicals
hack (n.)

          the most ingenious and
          effective solution to a problem




Source: Merriam-Webster
Time for true radicals
Time for true radicals
2   Stop thinking
    our work exists
    in a vacuum
Why is our reference
almost exclusively
    other ads?
The reality is what we
make exists in culture
“Creative firms of all kinds
(including ours) know that
they must evolve at LEAST
   as fast as the world is
  changing around them”
              - Tom Kelley, IDEO
While culture has changed
massively in the last 60 years,
we’ve been massively dumb
Digital ideas or
ideas for a digital world?
“Advertising can’t have
 a future if it continues
   living in the past.”

               - Steve Henry
Effective ideas demand we
 create our own culture of
  continual re-invention
3   No more
    narcissism
We are narcissists.
We create fake ‘movements’ for
things people don’t care about
“Often our biggest mistake
is believing that, in general,
  customers care a lot about
  your brand. They do not. ”
                 - Patrick Barwise
“Nobody reads advertising.
  People read what they
    want to read and
  sometimes it’s an ad.”
          - Howard Luck Gossage
We need to understand
 what people are interested
in and work back from there
Build bridges
Time for true radicals
“We’ve moved from a
downloading culture to
an uploading culture.”

           - Charles Vallance
We need to get better at
 designing for gaps
Time for true radicals
Put people at the heart
 of everything we do
4
Get out of
the messaging
business
Time for true radicals
Time for true radicals
Ideas that do
Time for true radicals
Time for true radicals
Time for true radicals
Stop communicating a
product and start making
communication products
5
    Break the
    tyranny of big
Time for true radicals
The bigger, the better
Time for true radicals
Time for true radicals
The biggest ideas disappear
Time for true radicals
"Square is elegant. The user's flow
through payment or application has been
reduced to the fewest possible steps; the
app has minimal features. He espouses a
tremendously attractive belief that good
industrial design wins customers' trust by
disappearing."
What if we thought smaller
about the things we make?
Time for true radicals
What if we stitched smaller
 ideas togther to create a
        long idea?
Time for true radicals
Time for true radicals
Google
                                                                                                     Books
                                                                      Blogspot
                                                       Youtube
                                                                                           Google
               Google              Google                                                  Scholar
                411                Search
                                                                          Google
                                                                           Docs
                                                 Organize the
                                              world’s information
                         Google                  and make it
                        Shopping                  universally
                                                accessible and               Google
                                                    useful.                   labs              Chrome
                                                                                                Browser


                                    Google
                                    Maps                     Google.org
              Google
              sketch                                                         Fossil fuel
                                                                             Challenge




Source: John Grant, ‘The Brand Innovation Manifesto’
“Like any company we require a
profit to stay in business. But it is not
 the reason we are in business. The
thing that has not changed from day
  one is the desire to make people
  think about the world we live in.
  This is, and always will be, why
          we are in business.”
                              Dave Hieatt
Time for true radicals
Time for true radicals
Time for true radicals
Time for true radicals
Photo:	
  Andrew	
  Hovells	
  
(aka	
  Northern	
  Planner)
Photo:	
  Andrew	
  Hovells	
  
(aka	
  Northern	
  Planner)
Think   small
6
    Let’s start
    learning again
Time for true radicals
‘From suck to non-suck’

                          Pixar
Eradicate the pointless
 quest for perfection
“The show doesn’t go on
because it’s ready; it goes
  on because it’s 11.30”


              Lorne Michaels
Minimum viable product
Source: Albion London
Source: Albion London
Time for true radicals
Communications R&D
70/20/10
Build a culture of
experimentation
Time for true radicals
Time for true radicals
“If you don’t like change,
    you’re going to like
  irrelevance even less”
              - Gen. Eric Shinseki
Thank you for listening

@garethk
gplus.to/garethk

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Time for true radicals

  • 1. A Time For True Radicals Gareth Kay Chief Strategy Officer, Associate Partner Goodby, Silverstein and Partners, San Francisco
  • 5. radical (adj.) thoroughgoing or extreme, especially as regards change from accepted or traditional forms: a radical change in the policy of a company. favoring drastic political, economic, or social reforms: radical ideas; radical and anarchistic ideologues. Source: Merriam-Webster
  • 6. radical (adj.) of or going to the root or origin; fundamental: a radical difference Source: Merriam-Webster
  • 7. Let us be in no doubt, it’s time to be radical
  • 8. What we’re doing isn’t working “In most cateogries, a brand’s market share is stationary” Brands in 4 out of 5 categories seen as increasingly homogenous Less than 1 in 10 ads seen as different 3 x $ spent on price cutting compared to brand building in CPG Source: Andrew Ehrenberg; Copernicus Consulting; McKinsey
  • 10. We’re less valued by clients 1 out of 4 clients don’t believe what we do boosts corporate profitability 3 out of 5 clients think we don’t offer good value for money 2 out of 5 think we don’t work well in a team 1 in 10 think we are doing a good job in evolving our services for the digital age Source: IPA/ISBA; CMO Council 2010
  • 11. We’re finding it hard to find and retain the best talent Not just low starting salaries but ‘low degree of difficulty’ Spend less on training and development per person than Starbucks spend on their baristas Less than 1 in 2 employees believe their agency is committed to continuous development Source: AAAA
  • 12. Yet, our response seems to be this
  • 13. 6 (hopefully helpful) thoughts TODAY
  • 14. “Being realistic is the most commonly traveled road to mediocrity.” - Will Smith
  • 15. 1 Let’s think about what we can create, not just what our muscle memory tells us to make
  • 16. “Here’s the TV ad, now what’s the problem?”
  • 17. “The task of any imaginative agency, any creative company, is to understand and serve its client’s business problem. Too often, our business has sliced and diced its tasks in the style of a sub- prime mortgage bundler. A corporate task set by the chief executive, reframed as a comms task by the marketing director, refined by the brand consultancy and reduced by the ad agency to the stuff advertising can do: grow awareness, nurture engagement. Too many links, too indirect and weak a connection between commercial possibilities and creative resolution.” - Laurence Green, Founding Partner of 101
  • 18. “The further backward you can look, the farther forward you can see.” - Winston Churchill
  • 21. Let’s stop defining ourself by output and start defining ourself by outcome
  • 22. Let’s be rewarded for good behavior
  • 24. hack (n.) the most ingenious and effective solution to a problem Source: Merriam-Webster
  • 27. 2 Stop thinking our work exists in a vacuum
  • 28. Why is our reference almost exclusively other ads?
  • 29. The reality is what we make exists in culture
  • 30. “Creative firms of all kinds (including ours) know that they must evolve at LEAST as fast as the world is changing around them” - Tom Kelley, IDEO
  • 31. While culture has changed massively in the last 60 years, we’ve been massively dumb
  • 32. Digital ideas or ideas for a digital world?
  • 33. “Advertising can’t have a future if it continues living in the past.” - Steve Henry
  • 34. Effective ideas demand we create our own culture of continual re-invention
  • 35. 3 No more narcissism
  • 37. We create fake ‘movements’ for things people don’t care about
  • 38. “Often our biggest mistake is believing that, in general, customers care a lot about your brand. They do not. ” - Patrick Barwise
  • 39. “Nobody reads advertising. People read what they want to read and sometimes it’s an ad.” - Howard Luck Gossage
  • 40. We need to understand what people are interested in and work back from there
  • 43. “We’ve moved from a downloading culture to an uploading culture.” - Charles Vallance
  • 44. We need to get better at designing for gaps
  • 46. Put people at the heart of everything we do
  • 47. 4 Get out of the messaging business
  • 54. Stop communicating a product and start making communication products
  • 55. 5 Break the tyranny of big
  • 57. The bigger, the better
  • 60. The biggest ideas disappear
  • 62. "Square is elegant. The user's flow through payment or application has been reduced to the fewest possible steps; the app has minimal features. He espouses a tremendously attractive belief that good industrial design wins customers' trust by disappearing."
  • 63. What if we thought smaller about the things we make?
  • 65. What if we stitched smaller ideas togther to create a long idea?
  • 68. Google Books Blogspot Youtube Google Google Google Scholar 411 Search Google Docs Organize the world’s information Google and make it Shopping universally accessible and Google useful. labs Chrome Browser Google Maps Google.org Google sketch Fossil fuel Challenge Source: John Grant, ‘The Brand Innovation Manifesto’
  • 69. “Like any company we require a profit to stay in business. But it is not the reason we are in business. The thing that has not changed from day one is the desire to make people think about the world we live in. This is, and always will be, why we are in business.” Dave Hieatt
  • 74. Photo:  Andrew  Hovells   (aka  Northern  Planner)
  • 75. Photo:  Andrew  Hovells   (aka  Northern  Planner)
  • 76. Think small
  • 77. 6 Let’s start learning again
  • 79. ‘From suck to non-suck’ Pixar
  • 80. Eradicate the pointless quest for perfection
  • 81. “The show doesn’t go on because it’s ready; it goes on because it’s 11.30” Lorne Michaels
  • 88. Build a culture of experimentation
  • 91. “If you don’t like change, you’re going to like irrelevance even less” - Gen. Eric Shinseki
  • 92. Thank you for listening @garethk gplus.to/garethk