Live Blogging: The Future of Marketing Summit

Welcome to the Future of Brand Communication
Scott Goodson, Summit & European Awards. Chairman. The Founder and Chief Creative Officer of Strawberryfrog talks about the future role of agencies, the opportunities for brands and agencies in the new environment, and what it takes to drive change and win business in the new marketplace.

My take:
This is the second time I’ve seen Strawberry Frog present at a conference, and while I like the hip and cool attitude that they want to bring to the discussion, I don’t see it enough in their execution.

Scott pontificates about the future of marketing and advertising at the start of his presentation, and then he shows some ads for Heineken and Asics …

Personally, I don’t get it. What makes this so special? Why is this supposed to be “the future of marketing?” These are just TV spots. Edgy? Sure. But what is different here?

Scott closes with a feel piece basically serving as an advertisement for Strawberry Frog. I saw this in Hamburg, and it is pretty cool. That said, I don’t know what people attending a conference think about looking at a show reel …

My main problem is that they show the clips, billboards, and lots of other standard traditional advertisements, but they don’t

They talk the talk, but do they really walk the walk?

Presentation notes:

Is about marketing and not about advertising.

Opportunity

Creativity

Anything’s Possible

Jibjab: 3rd $multimillion campaign, due to some quirky viral work done out of their garage during the

You can have a monster agency, or you can have 3 guys in a garage. Take your pick. You’ve got issues. Perpetually dissatisfied clients will look to these new outlets and agencies as viable options.

We need to see advertising as a grassroots movement that marketers must take advantage of to communicate with their consumers in a

How do we get people to do something? A movement.

Total engagement.

- A better sequence for planning communications

- Align with a powerful idea on the rise to define culture

- Create actions to draw people to that idea

- Use mass communications to amplify to a wider audience

- Articultate PR

- Generate WOM

Random quotes from Scott’s Q&A:

It is very different to change the televisual industrial complex in terms of big brands’ media spending habits.

Media intervals are getting shorter. People’s media behaviour is shifting. Multitasking on TV, web, chat, email and mobile devices is now commonplace with youth culture.

CEOs get it more than line managers.

Senior management is important to establish buy-in.

A movement has to start as an idea.

Mentions the maverick characteristics of the Mistubishi CEO who personally made the decision to assign $250 million campaign to Strawberry Frog.

Involvement of the client in the creative process is critical.

Future of marketing could be simply the joining of agencies and marketing departments.