Art, Copy, & Code: Google @ Future M

Google came to Future M to present on their project, Art, Copy & Code: A Series of Experiments to Re-imagine Advertising.

Their argument is 2-fold, and makes the case for a happy merger of (you guessed it) art, copy, and code:

1. The best technology in the world isn't enough for a groundbreaking marketing campaign - you need to have  truly creative idea, and understand how the technology might be able to activate it.

2. You can't just bring in the "code" at the end (and that's in quotations because it includes everyone from coders to creative technologists to digital strategists). If you bring them a fully-formed  campaign and ask them to "put it online," you're going to have a bad time. They need a seat at the table from the very start.

They brought the story to life by sharing case studies - they worked with brands to create innovative campaigns focused on what they see as  three of the most interesting themes in digital marketing today:

1. Collaborative Storytelling with Burberry Kisses

2. Connected Objects with the Talking Shoe 

3. Useful Marketing with the VW Smiledrive

The experiment is on-going - they're also working with brands on campaigns that involve the emotional life of data and the re-imagining traditional ad spaces with creative approaches. Another code quirk they think has huge potential is the ability to customize advertising to an audience of one - like you. Yes, you! Right here + right now. 

So what were my key takeaways? Well, most importantly: we all need to learn to code. Maybe not a lot, maybe not even very well - but understanding the potentials and limitations of the medium is critical.

Secondly, preconceptions about the costs and resources involved in marketing need to shift dramatically. There will always be a place for huge TV spots (the Superbowl sure isn't going away any time soon). However, thinking about smarter spending, and actually making things that can scale, and adapt , and that have utility and intrinsic value, is the shift to watch. And it will be where more & more creative accolades (and sales numbers) will be originating.

See you in the coding classroom! For inspiration check out Jennifer Dewalt's project: she wanted to learn code so she made herself create 180 websites in 180 days.

Building a Creative Process: Lessons from Future M

A couple weeks ago I attended the Future M conference in  Boston - here are some of the highlights and my key takeaways. 

One of the standout sessions was Where Marketing's Next Best Ideas Will Come From, by Chris Penn, VP of Shift Communications. It was a bit of a bait & switch - there's obviously no book/website/listserv/crystal ball you should be consulting every time you need a creative boost. Instead, Chris went through his thoughts on how to foster and discover your own creative process.

Step 1: Prepare by reading & learning.  You can't create without consuming. In fact...

Step 2: Now that you're up to speed, it's time to look at your problem/industry/brand in different ways in order to spark some insight. We created an easy crib sheet to refer to the next time you're hitting the wall:

By getting outside of your bubble in one of those ways (or create your own boundary breaker!), you start to see things in a new light.

And finally, step 3, after you've generated some ideas/insights: Incubation. Take a break and do something non-verbal. Go for a run. Take a shower. Cook dinner. Allow things to marinate and give your brain the space to make new connections.

So, let's say you go through all of that, and you end up with...bupkis. It happens more often than we'd like! So it's time to go back to your process. However,  you might not have to throw the baby out with the bathwater - try to identify the biggest problem with your output, and refer back to the appropriate step to fine-tune:And repeat. And repeat. Add coffee. And repeat!

Of course, there isn't a fool-proof method to generating amazing insights that will transform marketing - but the biggest takeaway from the presentation is that everyone has creative abilities. These steps are one way to try and foster that ability, and (hopefully) more productive than banging your head against a wall. Everyone's process will be slightly different, so make sure to analyze as you go - what works for you, and what doesn't? There may always be an element of serendipity, but there's probably some order and pattern in the mix as well.

Good luck!