5 Creative Marketing Concepts That Will Reset Your Thinking

by Rosie Yakob on Apr 18, 2012

Two weeks ago I was enjoying the sights and sounds of Sydney – Well, the sights and sounds of Circus 2012, at least.

Circus is a Festival of Commercial Creativity put on by The Communications Council of Australia. In their words, “Circus explores the latest developments in the world of commercial creativity while celebrating the marketing communications sector’s outstanding work.”

The conference was divided into three days: the first day was Keynote speakers from around the world, the second day featured a ‘Battle of Big Thinking,’ and the third and final day was a day of Masterclasses (one of which I co-taught.)

Australia, while beautiful, is pretty hard to get to from the rest of the world. But you don’t have to travel down under to apply some of the speakers’ smart thinking.

Here are the 5 golden nuggets I took away from the first day of Keynotes:

1. Always On Brands

Sarah Robb O’Hagan, Gatorade

Sarah spoke about how her team was able to turn around the Gatorade brand by becoming an “Always On Brand.”

They focused on engaging passionate influencers and regularly taking pulse of the way the digital ecosystem was talking about Gatorade.

In the marketing world, we often promote the same thinking: Always On brands are able to achieve deeper engagement through relationships. And yet many brands revert back to campaign thinking.

It’s not to say you can’t celebrate an occasion or switch up your strategy – but it’s crucial to support the in between moments as well with community building and paid media.

 2. Surfaces As The New Celebs

Tom Uglow, Google Creative Labs

It’s no secret we’re all a bit overwhelmed with the amount of content out there.

Gone are the days where you’ve seen every YouTube video with 1MM views or more.

Tom maintained that while lean-forward experiences have become the digital standard, we still crave lean-back experiences as well. Brands often struggle to act as curators because, unlike people, they don’t consume content.

(Percolate is doing a great job of trying to solve this problem)

Maria Popova, author of Brain Pickings, has made her name as a curator – And I think we can all agree, she won’t be the last.

 3. Digital Darwinism

Joe Crump, Razorfish

And if you’re a brand already in the midst of this crazy world of change? Joe says you need to find and unmet need and invent.

Make something – a product, an app, an experience – and go beta. Pay attention to the world around you and make yourself useful. And once you get your next product or experience out there, promise yourself to evolve forever, and stick to it.

 4. Functional Integration

Nick Law, RGA

Nick reminded us how our iPhone is made better by iTunes and the app store, which are all made better by iCloud. And by those nifty iPhone headphones that also volume controls and song-switchers.

Apple nailed it.

Now R/GA is trying to replicate the environment with Nike – through Nike+ and now their new fuel band, which is essentially a tricked out Fitbit that syncs back to Nike+.

It’s smart, really smart. Look for more product ecosystems that plus up the overall brand experience to continue to roll out.

5. Diminishing Cultural Latency

Faris Yakob, MDC

During his talk, “The Importance of Being Awesome,” Faris Yakob spoke about awesome as the internet’s most shared emotion.

He reminded us that while brands and publishing companies used to be the only ones who had the ability to create content, now even children are able to use iMovie to create their own content.

He challenged brands and marketers to up the ante on their content: Because the difference between being able to create content – and not is infinite. But the difference between creating content and creating good content is not so large.

Post Author

Rosie is the Co-Founder of Genius Steals, an innovation consultancy helping brands, agencies and rebels with new product concepts, new communication ideas and new ways of thinking, especially about the impact of technology. She is a self-proclaimed internet enthusiast...

  • Couldn’t agree more that brands struggle as curators because they don’t consume content like individuals do. Brands can learn a lot from thinking like individuals. Would I watch/read this? Would I share this? Do I even care? If the answer to any of these is “no,” then something’s not right.

  • Thanks Rosie!  I think there is also alot more confusion over what a brand stands for!  I’ve just seen a video on smedio.com tv which was excellent that helped me to clarify the real definition of a brand! Well worth a look! The Brand – How to build it fast. Certainly sounds like this conference in Sydney had some amazing speakers – what a great experience!

  • Concerned Digital Citizen

    “Because the difference between being able to create content – and not is infinite. But the difference between creating content and creating good content is not so large”

    I would argue it may be the other way around. As was stated, “now even children are able to use iMovie to create their own content.” But the largest divide is between good content, and everything else. Personally, I believe there’s way too much of everything else. For brands and publishers alike, cutting through this divide takes real thought…and a little luck.

  • Concerned Digital Citizen

    Sorry, I guess my comment is a bit late and potentially irrelevant at this point. But thanks for the write up. Cheers.