The Royals are hanging out at SXSW and blogging for B&T.
Check out what they’ve said below, and read others by clicking here.
SXSW: Bridge the Gap, Bringing Together Code & Creativity
Today Ben Malbon and Aman Govil from Google Marketing revisited and updated their perspectives on Art, Copy and Code. Although this project was launched at last year’s SXSW, the guys provided additional tales about how to use data and human insight to bring creativity and code together. Much of this was about using search as a database of intent as creative fuel in the planning and insight phase of campaign development.
One example they used was inspired by the (legendary) Dove “Real Beauty” campaign. They had decided to pull search data that evidenced changing levels of self esteem over time and place in the US. The process simply aggregated volumes of search terms like “how to be more pretty”, “how to be more popular” and more. They found that this kind of search had increased by five times over the last five years. There was no suggestion that this was a particularly scientific part of a potential planning process, but hunts like this can be indicative of a potential creative opportunity.
One of the other key themes was that there is plenty of opportunity to innovate in art and code with some of less recent technology. Search, YouTube and location data can all be mined effectively without needing to mess with Google Glass or self driving cars. It’s just that sometimes it’s tempting to gaze into the future rather than look at what we can do cleverly today. Sometumes we fetishize the ‘new’ and miss the forrest for the trees.
Finally, Ben barely contained his cynacism for the current marketing trend du jour, ‘real time marketing’. He reminded us all put our ideas through a filter of “people don’t car about your brand or your ads”. This is of course good advice in general, but in real-time activity it’s particularly pertinent as you try and find pride of place in people’s stream. The lads suggested that what people want in this context is emotional reward, immediacy and relevance and snackability.
The discussion wandered away from the promise of understanding code vs. art better, but I think the potential insights from data fuelling creative concepts, was a great reminder. Over the next month, I’ll certainly be exploring a range of techniques to better achieve this.
Please login with linkedin to comment
Matt Cooney has extended his chief growth officer role in the Publicis Groupe to take on national growth and marketing for the Saatchi & Saatchi Australia brand. Cooney, who has led his own Sydney-based consultancy as well as previously running new business at Host, is a seasoned operator having also served on management teams at […]
Australia’s growing list of in-house agencies now have access to a connected community with the launch of the In-House Agency Council (IHAC) steered by founder and chairman CEO Chris Maxwell. Established with the objective to help marketers maximise their in-house agencies by attracting the best talent, building capability along with benchmarking and sharing industry best […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]