Creative strategies for wine publishers

Oct 26, 20105 likes622 views

From The European Wine Bloggers Conference, 22 October, 2010 in Vienna Austria. Bloggers, journalists, wine industry professionals and social media innovators gathered to discuss the convergence between the culture of wine and the web. This presentation focused on the intersection of strategy, creativity and technology.

Creative strategies
for wine publishers
George Nimeh
22 October 2010
Vienna, Austria

“Riesenrad” Vienna 2004 George Nimeh crossprocess.com
I love Vienna.

Creativity.
Technology.
Strategy.
I also love:

http://www.flickr.com/photos/thetrial/1241596127/
Things change fast.

http://aqsasyazwanniemlc1013.wordpress.com/2010/04/30/assignment-2/
Creativity.

About 60% of CEOs polled
cited creativity as the most
important leadership quality,
compared with 52% for integrity
and 35% for global thinking.
Creative leaders are also more
prepared to break with the status
quo of industry, enterprise and
revenue models, and they are
81% more likely to rate
innovation as a "crucial
capability."
http://www.fastcompany.com/1648943/creativity-the-most-important-leadership-quality-for-ceos-study

http://www.flickr.com/photos/22257034@N00/5033170428//
It’s not publishing.

It’s an ecosystem.
http://www.flickr.com/photos/paul-in-japan/3522000608/

http://www.flickr.com/photos/erinmalone/4027927718/
A digital ecosystem.

Simple, right?
http://eeepvpsit.blogspot.com/2010/08/recently-we-see-every-one-is-hanging.html

http://www.johnmariani.com/archive/2010/100627/index.html
Not perfect.
Things go wrong.
Or worse.
Not easy.

http://www.helveticbrands.ch/blog/fail_whale_illustration/

http://www.flickr.com/photos/14506647@N02/2398551597/
So … What to do

http://www.flickr.com/photos/blackbeltjones/3365682994/

“Don Draper”, image courtesy of AMC
Adland is dead.

http://gapingvoid.com/2006/05/09/if-you-talked-to-people/

Steve Jobs, photo courtesy of Apple Computer, Inc.
100% geek?
Not quite yet.

Interconnectivity.
Honesty.
Authenticity.

http://gapingvoid.com/2008/06/08/wine-as-commodity/

See: “The Future of TV is social.”
i-boy.com/weblog
Image:http://www.steve-wilcox.co.uk

Share.
Seed.
Search.
http://www.flickr.com/photos/alejomalia/4970267331/

Fish where the fish are
http://thundafunda.com/33/underwater-animals-fish/

The future
http://www.flickr.com/photos/alejomalia/4970267331/

Location is big.
http://www.flickr.com/photos/alejomalia/4970267331/

Domaine de la Romanée-Conti, George Nimeh, 2010

http://www.flickr.com/photos/12639210@N08/2149271817/

Be the rapper, not the wrapper.
www.i-boy.com
george@i-boy.com
@iboy
George Nimeh

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Creative strategies for wine publishers

1. Creative strategies for wine publishers George Nimeh 22 October 2010 Vienna, Austria

4. “Riesenrad” Vienna 2004 George Nimeh crossprocess.com I love Vienna.

5. And wine.

6. Creativity. Technology. Strategy. I also love:

7. A nice blend.

8. http://www.flickr.com/photos/thetrial/1241596127/ Things change fast.

9. Pop quiz!

10. http://aqsasyazwanniemlc1013.wordpress.com/2010/04/30/assignment-2/ Creativity.

11. About 60% of CEOs polled cited creativity as the most important leadership quality, compared with 52% for integrity and 35% for global thinking. Creative leaders are also more prepared to break with the status quo of industry, enterprise and revenue models, and they are 81% more likely to rate innovation as a "crucial capability." http://www.fastcompany.com/1648943/creativity-the-most-important-leadership-quality-for-ceos-study

12. http://www.flickr.com/photos/22257034@N00/5033170428// It’s not publishing.

13. It’s an ecosystem. http://www.flickr.com/photos/paul-in-japan/3522000608/

14. http://www.flickr.com/photos/erinmalone/4027927718/ A digital ecosystem.

15. Simple, right? http://eeepvpsit.blogspot.com/2010/08/recently-we-see-every-one-is-hanging.html

16. http://www.johnmariani.com/archive/2010/100627/index.html Not perfect. Things go wrong. Or worse. Not easy.

17. http://www.helveticbrands.ch/blog/fail_whale_illustration/

18. http://www.flickr.com/photos/14506647@N02/2398551597/ So … What to do

20. http://www.flickr.com/photos/blackbeltjones/3365682994/

21. “Don Draper”, image courtesy of AMC Adland is dead.

22. http://gapingvoid.com/2006/05/09/if-you-talked-to-people/

23. Steve Jobs, photo courtesy of Apple Computer, Inc. 100% geek? Not quite yet.

24. Let’s expose the wizard.

25. Interconnectivity. Honesty. Authenticity.

26. http://gapingvoid.com/2008/06/08/wine-as-commodity/

27. See: “The Future of TV is social.” i-boy.com/weblog Image:http://www.steve-wilcox.co.uk

28. Share. Seed. Search. http://www.flickr.com/photos/alejomalia/4970267331/

29. Fish where the fish are http://thundafunda.com/33/underwater-animals-fish/

30. The future http://www.flickr.com/photos/alejomalia/4970267331/

32. Location is big. http://www.flickr.com/photos/alejomalia/4970267331/

33. Domaine de la Romanée-Conti, George Nimeh, 2010

34. http://www.flickr.com/photos/12639210@N08/2149271817/

35. Be the rapper, not the wrapper. www.i-boy.com george@i-boy.com @iboy George Nimeh

Editor's Notes

#23: For businesses, real-time/social media is a conversation with customers and constituents using digital media. Those conversations can take many shapes, in terms of tone and purpose, but generally speaking they are human, authentic, natural and sustained. People don’t mind talking to “brands” ... The point isn’t that there are exceptional ads that people talk about, such as the ones you mentioned. That thought, which most everyone I know tends to agree with, is that ATL advertising is not very conversational by nature and talks down to people more often than not.
#25: Our job needs to be to demystify “social media” and make it easy, approachable and effective for our clients.
#30: Our job needs to be to demystify “social media” and make it easy, approachable and effective for our clients.

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