Few dis­agree that tech­nol­ogy has changed the way people inter­act with the world. For brands, “Digital” is a req­ui­site (but ill-defined) com­pe­tency. To suc­ceed in a world of con­sumers tuned-out to tra­di­tional adver­tis­ing — a world of con­nected devices and frag­mented expe­ri­ences — mar­keters are devel­op­ing skills more akin to soft­ware and prod­uct devel­op­ment than adver­tis­ing. “Making” has become a ral­ly­ing cry for agen­cies. But is build­ing robots, mobile apps and prod­ucts really the future of mar­ket­ing? Let’s explore the oppor­tu­ni­ties, pit­falls and mis­con­cep­tions of ‘mar­keter as maker.’

1. MIMA 2012
MARKETER AS MAKER?
10 October 2012
#MIMAmake

2. Robbie Whiting
Co-founder of [TBD]
@robbiew

4. UNCERTAINTY

5. UNCERTAINTY
MEET YOUR MAKERS

6. UNCERTAINTY
MEET YOUR MAKERS
SO IS ADVERTISING DEAD?

7. UNCERTAINTY
MEET YOUR MAKERS
SO IS ADVERTISING DEAD?
MAKING INVOLVES DESTROYING

8. UNCERTAINTY
MEET YOUR MAKERS
SO IS ADVERTISING DEAD?
MAKING INVOLVES DESTROYING
WHAT I’VE LEARNED FROM MAKING + MARKETING

9. UNCERTAINTY
MEET YOUR MAKERS
SO IS ADVERTISING DEAD?
MAKING INVOLVES DESTROYING
WHAT I’VE LEARNED FROM MAKING + MARKETING
INTIMATE RELATIONS WITH MYTHICAL CREATURES

10. UNCERTAINTY

11. image: http://www.donnymiller.com

13. THIS IS F***ING TERRIFYING

14. “THE MISTAKE IS THINKING THAT THERE CAN
BE AN ANTIDOTE TO THE UNCERTAINTY.”
― DAVID LEVITHAN, THE LOVER'S DICTIONARY

16. MARKETERS ARE MAKING THINGS
THAT DON’T RESEMBLE ADS

17. MARKETERS ARE MAKING THINGS
THAT DON’T RESEMBLE ADS
NEW PRODUCTS AND SERVICES

18. MARKETERS ARE MAKING THINGS
THAT DON’T RESEMBLE ADS
NEW PRODUCTS AND SERVICES
ROBOTS?

21. I KNOW WHAT YOU’RE THINKING.

22. “WE ALL LOVE ROBOTS.
BUT HOW USEFUL IS THIS?”

23. “I SWEAR, I WILL GET UP AND WALK
OUT OF THIS PRESENTATION IF IT’S
JUST ABOUT FRIGGIN’ ROBOTS.”

30. MEET YOUR MAKERS

32. Maker Culture - art by Conal Pierse

33. The Mondo Spider. Yes, but...

34. Not just soldering irons and circuit boards.

35. 7/12 - http://blogs.smithsonianmag.com/

36. ‘MAKING’ IS SECOND NATURE TO A NEW
GENERATION OF CREATIVE THINKERS

48. MAKING = THINKING

50. SO, IS ADVERTISING DEAD?

53. "IT IS DIFFICULT TO GET A MAN TO
UNDERSTAND SOMETHING WHEN HIS
SALARY DEPENDS UPON HIS NOT
UNDERSTANDING IT."
-UPTON SINCLAIR

54. (Graphic or stat showing the user behavior
moves away from traditional TV and into
digital activites)

59. NO MASS AUDIENCE = NO MASS MEDIA

60. NO MASS AUDIENCE = NO MASS MEDIA
NO MASS MEDIA = NO MASS ADVERTISING

61. NO MASS AUDIENCE = NO MASS MEDIA
NO MASS MEDIA = NO MASS ADVERTISING
NO MASS ADVERTISING = OH SH!T

63. BRANDS THAT MADE TWO TV SPOTS A
YEAR MUST NOW MAKE FIVE PIECES
OF CONTENT PER DAY

65. ADVERTISING IS NOT DEAD
BUT IT’S NOT THE FUTURE OF MARKETING

67. MAKING NEW THINGS INVOLVES
DESTROYING OLD THINGS

68. MAKING NEW THINGS INVOLVES
DESTROYING OLD THINGS
LIKE ADVERTISING AGENCIES

71. “BUILD A BOX THAT DELIVERS ALL THE RELEVANT
INFORMATION AND PERFECTLY SORTS THROUGH IT IN
AN EASILY MANAGEABLE WAY AND ANY FORM OF
ADVERTISING STARTS TO LOOK LIKE LAUGHABLE
SHUCKSTERISM. WHO ARE YOU TRYING TO FOOL?
WHY AREN’T YOU CONTENT TO LET YOUR PRODUCT
SPEAK FOR ITSELF?”
- WILLIAM GILLIS, HUMANITERATIONS.NET

72. AWESOME PRODUCTS ARE THE BEST ADS

73. IT DOESN’T MATTER HOW MANY
PEOPLE SAW YOUR AD

75. “JUST BECAUSE WE'RE IN THE BUSINESS OF
ADVERTISING DOESN'T MEAN WE ALWAYS
HAVE TO MAKE ADS.”
- WINSTON BINCH, PARTNER/CHIEF DIGITAL OFFICER AT DEUTSCH LA

76. 6 10 THINGS I’VE LEARNED ABOUT MAKING

77. 1
IT WILL BE A CONTINUAL STRUGGLE TO KEEP UP

78. “THERE ARE PEOPLE [AT OUR COMPANY] WHO
DON’T KNOW WHAT AN INSTAGRAM IS OR HOW
THE NEW ADVERTISING ON FACEBOOK WORKS.”
“What Brands Really Think of Agencies” Digiday 8/13/12

80. TV Radio Print OOH
Object-oriented
Paid media-driven
Fixed Deliverable
Emphasis on ‘big ideas’

81. TV Radio Print OOH
Object-oriented
Paid media-driven
Fixed Deliverable
Emphasis on ‘big ideas’

82. TV Radio Print OOH
Object-oriented System-oriented
Paid media-driven Consumer-driven
Fixed Deliverable Continuous updates
Emphasis on ‘big ideas’ Emphasis on design

83. TV Radio Print OOH
Object-oriented System-oriented
Paid media-driven Consumer-driven
Fixed Deliverable Continuous updates
Emphasis on ‘big ideas’ Emphasis on design

84. 2
WE NEED MORE MAKERS IN OUR INDUSTRY

85. “THE FIRST THING I LOOK FOR ON AN ACCOUNT
PLANNER OR DIGITAL STRATEGIST’S RESUME IS
PROOF OF WHAT THAT PERSON HAS DONE AND
MADE OF THEIR OWN ACCORD IN THE PAST –
OUTSIDE OF ADVERTISING. AND, WHAT THEY
ARE DOING NOW – OUTSIDE OF ADVERTISING.”
“WHY STRATEGISTS SHOULD MAKE STUFF” - MARK POLLARD, VP BRAND STRATEGY @
BIGSPACESHIP AND FOUNDER, STEALTH MAGAZINE

87. Broad empathy
Deep skill

88. 3
MAKE SOMETHING

89. 4
KILL THE CREATIVE DEPARTMENT

90. Client
Strategist
Technologist
Conceptual Designer
Comms Planner
Big Data Strategist

91. 5
IF YOU WANT TO MAKE STUFF, HIRE ENGINEERS

92. 6
PAY ATTENTION TO WHAT YOUR COMPETITORS
ARE MAKING, AND HOW THEY’RE MAKING IT

93. 7
LEARN THE RIGHT LESSONS FROM START-UPS

94. http://www.thinkwithgoogle.com/insights/featured/agile-creativity/

98. “RIGHT NOW THE DECK IS BEING RESHUFFLED.
THOSE PLAYERS WHO ARE THE CHIP LEADERS
MAY BE TAKEN DOWN BY THOSE WHO LEARNED
THE GAME IN THE DIGITAL AGE.”
-ERIC JOHNSON, CEO IGNITED

102. 8
GIVE PEOPLE REASONS (AND TIME) TO MAKE

103. GOOGLE’S 20 PERCENT TIME

104. GOOGLE’S 20 PERCENT TIME

105. VALVE’S 100 PERCENT TIME

106. 9
DON’T UNDERESTIMATE THE ROLE OF DATA
IN MAKING NEW THINGS

108. 10
WE MAKE BECAUSE DIGITAL WILL CONTINUE
TO TRANSFORM HUMAN BEHAVIOR

109. “Digital transformation enables new
types of innovation and creativity, rather
simply enhancing traditional methods.”
-Wikipedia

111. Don’t get f****d
by a unicorn

113. THANK YOU
@ROBBIEW
ROBBIEW@GMAIL.COM