What does the industry need to do today (not tomorrow) to stay valuable and relevant? What the f**k do clients know about great advertising? How can copying make you more original? How do we ‘do’ innovation? How do you find emotional resonance in real time marketing? What’s the best way to punch procrastination in the face? And why are we so excited by the next generation of advertising?
These questions are smoothly answered in the book of the year to be “Hacker, Maker, Teacher, Thief: Advertising’s Next generation”, soon to be launched by CreativeSocial. If you’re wondering who CreativeSocial is, let us introduce you to a collective of the world’s most pioneering interactive creative directors & business owners, who aim to inspire the industry, promote the industry, educate the industry and have fun doing do so. This incredible tribe of professionals has joined forces with the biggest advertising experts, and created the book that will not be just an ordinary read, but more like your mind-switcher. Why? Because the storytelling in this book will transport you into the experts’ minds and make you see things their way.
Advertising’s Next Generation on the move
This CreativeSocial’s exclusive event will be the time and the place for launching this 2014’s most wanted marketing book, as well as for introducing some of the authors that have participated in creating it.
One of them is Scott Morrison, the Business Accelerator you’ll soon meet in Rovinj at the Weekend Media Festival this September. As we’ve already introduced you to Scott’s powerful charisma and incredible professional background, it’s no surprise that his part of the book is full of wit, humour and contagious passion, perfectly packed with great experience and knowledge. In his unique and sassy way, he explains today’s advertising biggest issues that can easily be described in 1 word – slump. And just when you thought economic crisis has all to do with it, Scott makes it clear this advertising slump has a more serious and less fixable problem:
All of the greatest ads ever have outstanding ideas at the heart of them. They challenged society, insidiously changing language, behaviour and even media consumption. They spawned a myriad playground, pub and dinner table spin offs. For fear of failure; for fear of losing business; for fear of political correctness, somewhere along the way, the advertising industry lost its balls.
Great advertising = psyche of the nation
Scott explained to us that 89% of ads are not remembered. Oh boy! 7% are remembered and not liked and only 4% are remembered and liked. Now, with stats like this, you might want to stop for a minute and ask yourself if you really want to be one of those 89%, or you’d rather start working together with your agency to become a part of those 4%. We asked Scott to define what great advertising means, but we’re not sure you’re ready for his answer:
Great advertising, like great beer, is the hallmark of a country. It mirrors, fuels and fucks up in equal measure the psyche of the nation.
Authors of Hacker, Maker, Teacher, Thief: Advertising’s Next Generation
If you get yourself to the event on September 2nd, you will have the chance to hear a few words from authors of the book. Next to Scott Morrison, there will be Alex Lavery, Partner & Creative Director, P&S, Daniele Fiandaca, Head of Innovation, Cheil and Co-founder, CreativeSocial, Dave Bedwood, Creative Director, M&C Saatchi, Mark Anderson, Co-founder and Managing Director at We Love Digital, Patrick Collister, Head of Design, Google Zoo NACE and many more. Sign up for the event and brag about being one of the rare early owners of the book.
Scott Morrison at the Weekend Media Festival 2014
In case you miss CreativeSocial’s book launching in London, make sure you grab a ticket for the biggest marketing and communication conference in CEE. Scott will be presenting at the Weekend Media Festival in Rovinj this September. You will have the chance to hear, see, inhale and experience the magic he is going to present, and also be able to get your copy of “Hacker, Maker, Teacher, Thief: Advertising’s Next Generation“. Our advice? Hack and make your way to Rovinj!