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Reaching, breaching,
(and burning) boundaries

Mat Zucker,
Chief Creative Of鍖cer
OgilvyOne Worldwide, New York
(keynote on creativity at the
2010 Belgium Direct Marketing Association Congress)
Dank u.
          Merci.
(The rest of this will be in English)
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
1975
Belgium Direct Marketing Association Congress Creativity Keynote
My brief:
Take on the challenge
of modern direct
Breaking boundaries.
Where do we start?
Its not exciting
    to talk about
traditional direct...
It is exciting to talk about this
The new creatives dont like our labels, silos
The new creatives are wired to do both brand and response
Customers are hungry for more than we give them
2009
An industry call to arms
at the US DMA.
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Story of 2 charts
This is the chart I Hate


                           20%
                       Creative
            40%
              O鍖er



                      40%
                      Audience
This is the chart I Love
10
Heart-thumping
examples in applying
re: direct
1
Demonstrating a product
bene鍖t
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Lesson
Demonstrate your product
bene鍖t, instead of describing it.
2
The participatory demo
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Lesson
Sometimes the best o鍖er
is an experience in which
customers can participate.
3
Creativity in email?
.   .   .
Belgium Direct Marketing Association Congress Creativity Keynote
Lesson

Old formats can still surprise
4
Appealing to new customers
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Lesson

You can invent value
5
Sexy search
Belgium Direct Marketing Association Congress Creativity Keynote
DATA MINING THE HUMBLE PRODUCT REVIEW
What are people talking about:
                                                 What are people not talking about:
  The location: View of Bellagio, Center strip      The Casino
  The rooms: Size and cleanliness                   The Rates
  The service
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Lesson
11-22%+ lift. Heres for
entrepreneurial thinking.
6
Customers reward
brands with beliefs
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
Lesson
Involve customers in behavior
change. (And document it)
7
Advances from YouTube
TIPP-EX
YOUTUBE.COM
Lesson
Interactive video may be
(鍖nally) here
8
What can a rock band teach
us about 鍖nding customers?
ARCADE FIRE
THE WILDERNESS DOWNTOWN
Lesson
Your customers can 鍖nd you
new customers
9
Integrating with
the brand 艶鍖仰看姻岳
Belgium Direct Marketing Association Congress Creativity Keynote
OLD SPICE
THE MAN YOUR MAN CAN SMELL LIKE
Belgium Direct Marketing Association Congress Creativity Keynote
Belgium Direct Marketing Association Congress Creativity Keynote
SESAME STREET
SMELL LIKE A MONSTER
Lesson
Budget for more, more, more.
Plan for speed, speed, speed.
And the most important
lesson from America:
10
Never get between a crowd
and cocktails
Twitter: @matzucker

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