Eurobestikset
Mary Lee Sjönell, M&M, 28.11.2009, 16:39Charmers,Renegades and Pioneers
Mark Chambers/Creative Social/Perfect Fools is a charmer; Tony Hogvist/Perfect
Fools is a Renegade; and Ted Persson/Great Works is just great! They
represent Creative Social, the subject in my first blog about Eurobest.
These three pioneers presenting the seminar "F*** Digital, Digital is Dead gave a focused, professional, humorous and passionate workshop. It actually felt like a workshop because they left you with things to do that might heighten your creativity and give a little insight into working with digital in the future.
The premise of the seminar was that, in the digital world, there is a gap between consumers and Marketeers. For the consumer digital has a clear function but for marketers digital is just a discipline.
These Creative Social representatives made the point that the digital world is merging with the real world, exemplified by the fact that digital creators are using real world metaphors in the digital world and digital metaphors in the real world.
But the point of the presentation was the decreasing of creativity in Digital. Who are the worst killers of digital 2008-09? Answer: themselves and everybody else.
They presented three "Suspects" that cause the lessening of creativity.
1. Herd mentally, once someone does something NEW everyone has to do it. Just because it's new like Apps and Social Media doesn't mean all brands should do it.
2. Mis-use of Technology, just because you CAN do something doesn't mean you have to do it. Car sites tend to use every kind of new technology just because they have the budget.
3. Siloed Thinking, digital can help solve marketing problems not just be a slice of the pie.
The Staff is packing down Eurobest, preparing for the closing party, so this reporter must run. I have tried to give you a sense of the seminars and workshops in Eurobest, the cozy, exciting atmosphere and the thrilling feeling of Amsterdam. If you have any questions or comments, twitter them to me.
Goodnight Finns, where ever you are!
Pia Grahn-Brikell/Storåkers and Tony Högvist/Perfect Fools
Mary Lee Sjönell
I will be updating Twitter: Bongo_ and Facebook group: Be A Bongo Friend and Presenting Mary Lee Sjönell.
Kirjoittaja on mainostoimisto Bongon luova johtaja.
Lue kaikki Eurobestis-bloggaukset osoitteesta http://www.marmai.fi/blogit/eurobestikset/.
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