Campaign Brief Article: Creating value exchange ideas

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15th June, 2009

I was asked by Campaign Brief to write an article for the June addition. Below is the story that was published.

‘CREATING VALUE EXCHANGE IDEAS’

I’m convinced that digital thinking has found a true home and place in the advertising agency world. Digital has now become the preferred toolkit to help create and deliver compelling involving brand stories. I’m now seeing blade running creative’s, looking deeper into what digital offers, exploring the outer limits and always running risks into things they don’t understand.

Creative’s are finding that using digital platforms and channels at the heart of their campaigns enables the opportunity to create ideas that have participation and conversations with consumers. I call this a value exchange.

A value exchange is the added components and features of the idea or to the idea that allows for involvement with the brand. Ideas that have a value exchange can use and embrace digital technology and use the connected network to give consumers and their social communities a message, a conversation, an experience that can influence how the brand is accepted and adapted into consumers lives.

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Campaign Brief – June Edition 

Why create ideas with a value exchange I hear you ask. Technology devices combined with varies digital platforms, broadband and wireless is driving audience change as they drift away from just viewing fixed media channels into spending considerable time in networked channels. This means people are now connected to media and actually become the media itself. It would seem people are truly embodying digital technology, giving it structure in their lives and becoming co-dependent on it.

Before you think I have jumped into the Matrix, stay with me. Because of this consumer embodiment of digital technology it is now offers brand’s their biggest opportunity. Advertising is no longer the intruder it once was asking for your time. Brands can now be relevant, timely and personalized. They can be introduced to you via your trusted circle. Brands can jump past and through thirty seconds of introduction into what is in its raw form can be described as a digital advertising program that is an immersive personalized television like experience enhanced with interactivity.

While digital gives creative’s a no rules creative canvas to play on, it is a complex environment. Creativity involves a large number of people from different disciplines working effectively together to solve many problems to get to a true interactive program. Great digital innovation marketing usually contains thousands of ideas and techniques to come off the big value exchange idea. It requires extra layers of content and at the Clemenger Group of agencies we have found that sprinkling our digital experts throughout the planning and creative agency teams focused on three key areas of digital storytelling helps create ideas that have participation and a value exchange with the audience.

The first thing we look at is the mechanics, and in digital planning terms this describes nourishing the idea with particular components to the digital experience. It might mean telling the pre story, the back story. It might mean going deeper into one component, element or character or place. Telling what happens next or before. Maybe we develop the idea or story a completely different way in a different channel or platform. I always ask the question why do I care about this idea and what is the value exchange on this idea for me.

The second is the dynamics, in technology terms this describes the run-time behavior of the agreed mechanics you have crafted acting on consumer inputs and each other’s outputs over time. Sorry if I have lost you but I mean what is the input and output you expect the consumer to have with your idea in digital channels, how much involvement, what do they do now and next. How do you want your audience to be involved and how often?

The last key area we look at is the aesthetics, in digital creative terms this describes the desirable emotional responses evoked in the consumer, when they interact with the program experience across multiple digital devices and channels. So often the look and feel is done too early when you use digital. Concentrate on what feeling you want to create in the people using the digital experience.

So as you use these value exchange techniques it becomes clear the advertising communication moves from storytelling to story supplying. With more digital innovation in ideas I can see some changes in the advertising agency structure will be required to produce the best programs.

Creative agencies will move away from a produce and deploy advertising campaign approach, to a structure much closer aligned to the content world of create, manage, monitor and respond. I also believe it will also move to a real time delivery. With this I see the new successful advertising mangers and leaders as people who can manage large collaborative groups focused to deliver ideas with value exchange and then program audience involvement. Great creative agencies will be the ones to build brands with many more layers to create conversation points. They will craft programs that build intrigue, interest and deliver personalities across multiply digital devices and access channels that is managed and monitored daily.

Monitoring communication daily offers suits and clients some great benefits. It gives the addressability and accountability of advertising that is difficult to deliver in the traditional world of marketing. It enables the targeting of individuals, the ability to personalize messages, track each event of value and give much more accurate measurement of an advertisement’s impact. So while the creative’s are going to be busy developing value exchange ideas, agency planning groups will require a supporting data strategy to monitor and learn from each customer interaction. It will be important to plan a brand’s data strategy up front to measure what success looks like as the results will be there in real time to evaluate.

In closing brands will always be about big ideas, but it’s important to note with more digital programs being created with value exchange and deployed to a connected audience it means agencies will need to make some adjustments to how they are structured. The accountable creative idea that lives and breath’s based on the daily audience ratings will dictate brand communication direction. It’s certainly is the most exciting time to be a creative in the advertising agency business.

Marketing Magazine Article: Don’t lose your roots

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14th June, 2009

I was asked by Marketing Magazine Australia to write an article for the June addition. Below is the story that was published.

‘DON’T LOSE YOUR ROOTS’

Executive Director of digital innovation Clemenger Group, Adam Good, implores direct marketers not to lose their hard working discipline when thinking digital.

With the dramatic rise of digital in marketing both as a standalone communication idea and as the central plank of an integrated campaign, it’s important that hard working direct discipline is not lost out to the flirtatious marketing planning called engagement. Direct marketers please stand up and listen your clients need you.

Direct marketing is defined as marketing that is focused on driving purchases that can be attributed to a specific call to action. This marketing discipline includes any medium that allows you to communicate directly with customers via a variety of channels both online and off.

Engagement marketing on the other hand is a strategy that invites and encourages consumers to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement thinking is that consumers should be actively involved in the production and co-creation of marketing programs.

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Marketing Magazine Australia June Edition

Ultimately, engagement marketing attempts to connect more strongly consumers with brands by "engaging" them in a dialogue and two-way, cooperative interaction.
While you could say, and direct marketers do, that direct requires engagement planning. I on the other think it’s important that the main focus of any good direct marketer is to increase the number of customers that respond to your client’s marketing campaign or "response rate".

If engagement planning helps to do this than fine, but don’t let it cloud your primary objectives or your discipline, or your clients might wonder what you are doing on their business as part of an integrated agency team.

While digital has now become the preferred toolkit to help create and deliver compelling involving marketing programs at both brand and direct agencies. It has caused some confusion with clients on who owns digital thinking when working with both direct or brand focused agencies?

In my mind digital is now becoming disciplined and by that I mean it has stopped being owned by any particular agency and is absorbed into and applied for engagement (brand), customer experience (events both online and off), relationship management (direct) retail (ecommerce/point of sale) reputation management (PR) and so on.

With this digital trend I have seen blade running innovative direct marketers, looking much deeper into what digital offers, exploring the outer limits of finding ways to move messages to sales. Good direct marketers are finding that expanding their digital channel usage beyond email and web sites it has enabled the opportunity to create ideas that have conversations with consumers that lead to a sale. Is this engagement, no it’s good direct thinking.

Creative direct market professional are now adding components and features to the idea that embrace digital technology and use the connected network to give consumers and their social communities a message, a conversation, an experience that can influence how the brand is accepted and adapted into consumer’s lives and then lead them to a sale or an event of value that is measured.

While digital gives marketers a no rules creative canvas to play on, it is a complex environment. So it’s best to have some creative people focused on direct and data thinking, and other creative people focused on engagement and experience thinking. If you try to have a brand or direct agency do both more often than not something becomes unstuck in the crafting or worse dropped as key piece of a successful marketing program.

I personally feel designing a successful direct marketing campaign means developing a marketing campaign that speaks directly to your potential customer’s wants and needs will mean the difference between creating quality sales leads for your client’s business or utter frustration at a lack of customer responsiveness. Client’s want someone in an integrated team to understand this and be accountable for the sale.

Direct agencies are best positioned to deliver sales and to continue the growth of digital data as marketing moves away from a produce and deploy campaign approach, to a structure much closer aligned to a world of create, manage, monitor and respond. I also believe it will also move to a real time delivery within the next five years so again direct agencies need to work out how this can be done.

With this I see the new successful direct mangers and leaders as people who can manage audience involvement to get to a sale. Great direct agencies of the future will be the ones to create more layers and conversation points. They will craft programs that build intrigue, interest and deliver targeted messages across multiply digital devices and access channels that is managed and monitored daily.

Monitoring communication daily offers clients some great benefits that give’s the addressability and accountability of marketing all key discipline traits that direct agencies need to focus on with clients. It enables the targeting of individuals, the ability to personalize messages, track each event of value and give much more accurate measurement of an advertisement’s impact.

Brands will always be about big ideas, but it’s important to note with more digital programs being created and deployed to a connected audience requires focus. It means direct agencies will need to make some adjustments to how they are structured and what parts of the digital pie they focus on in the marketing mix. It’s certainly the most exciting time to be a direct marketing professional so stay firm to the direct discipline and you will become extremely important to your clients.

Clemenger Group Digital Summit

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MEDIA RELEASE

DIGITAL INNOVATION KEY TO DEVELOPING ENGAGING CONSUMER EXPERIENCES

Leading digital experts speak at Summit in Auckland

1 May, 2009

Digital creative innovation offers brands their biggest marketing opportunities as a result of the internet dramatically changing the way consumers receive and consume content, the audience at a Clemenger Group Digital Summit was told this week.

The Summit – Embracing Digital Innovation in New Zealand – was hosted by the Clemenger Group which owns advertising agencies Colenso BBDO, .99 and BrandWorld, direct marketing firm Aim Proximity, PR agency Porter Novelli and media buying agency OMD – among others.

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Key note speaker, digital expert Adam Good, told the full house of 400 people that since the year 2000, digital media consumption had grown by over 40% year on year with weekly media consumption worldwide expected to reach 90 hours per week by 2020.

Mr Good is the Executive Director of Digital Innovation for the Clemenger Group Australasia and a pioneering executive in the digital media, content, advertising industry with over 20 years experience.

He said as a result of the extraordinary growth in digital media consumption, marketers need to completely change their thinking about media and advertising.

“Digital innovation is the new – or everlasting- Holy Grail for nations, economies, businesses and brands across the globe. It allows businesses to create an immersive brand experience to pull a consumer in, lean forward and participate.

“We are in the business of connecting with consumers. Big ideas are essential to connect to people. It is critical we put digital innovation at the centre of our thinking and use it as the glue to craft a 360 extraordinary consumer brand experience.

“Advertising is no longer just about the display ad or the TV commercial or the banner; it’s about creating meaningful tools and architecting user experiences

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Mr Good told the audience that the web was only going to get smarter, more personalised and more ubiquitous and that marketers needed to “believe the impossible”.

“As advertising evolves it will need to provide real answers to real questions, not canned information. It must create communities that actually speak to one another, that are not just content with aspirations.”

He said technology had enabled consumers to become involved in the content and participate alongside it.

“We are all connected to each other via multitude of channels. Therefore creative agencies, technology groups, media and publishers all need to collaborate with each other and within themselves to develop outstanding communications products,” said Mr Good.

He said media like social networks and personal web properties were a highly important and measurable component of the communications ecosystem demanding the same kind of message management and optimisation as other channels.

“Today we have to find a home for messaging in channels which consumers use in anything but a passive fashion and work out how to drive engagement that moves them through the purchase funnel.

“Equally we have to consider that the empowered consumer can be either the most powerful advocate or enemy of a brand and to find roles for commercial engagement in those channels of advocacy recognizing the high risks and rewards that this entails,” he said.

Speakers at the summit were;

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For full summit presentations visit http://www.clemengerdigitalsummit.co.nz/

PRESS RELEASE: Adam Good Named Executive Director of Digital Innovation Clemenger Group

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Clemenger Communications group, today announced the appointment of Adam Good to the newly creative role of Executive Director of Digital Innovation.

Prior to this Adam was one of the founders and President of Asia Pacific, Tribal DDB Worldwide based in Hong Kong.

Adam said: “I enjoyed my eight years establishing and leading Tribal DDB in Australia, China and Asia Pacific. I’m proud to have led an interactive group that developed effective and award winning work across a diverse and sophisticated region. The time is right for an exciting new challenge.

Roger MacDonnell, Chairman and CEO of Clemenger Group New Zealand said: “This is a huge hire for us. I am very excited about getting someone of Adam’s calibre to join our group. We want digital to be part and parcel of our mainstream offer across all our agencies and we believe the leadership, expertise and proven approach that Adam brings will only add to the substantial resource we already have.

Adam said: “Clemenger are Australia and New Zealand’s leading communication group. They have very strong creative and effectiveness credentials and I look forward to continuing my association with Omnicom in my new role. I plan to use both online and real world as an interactive marketing platform. I want to deliver to client’s rigor in benchmarking interactive, while continuing to develop strategic and creative engagement programs that are both participatory and personal.

About Clemenger Communications Group

Clemenger Communication Group is the largest communications group in Australia and New Zealand. 53.33% of the shares are held by Clemenger Communications staff and 46.67% by BBDO Worldwide. BBDO Worldwide is in turn part of the OMNICOM Group.

The world is what you think of it. So think of it differently and your life will change.

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An email to my friends at DDB and Tribal DDB

The world is what you think of it. So think of it differently and your life will change.

Today I say goodbye and leave Tribal DDB after a wonderful eight years in the DDB Worldwide network. This decision to leave the tribe was the toughest of my life but ultimately I felt it was time for a new challenge.I will continue my Omnicom association in a newly created position as Executive Director of Digital Innovation, Clemenger Communications Group (BBDO Network aligned group).

In a small and connected world, I look forward to seeing you all either virtually or in person as the years roll forward. My contact details are listed below.I have tried to get around and individually say goodbye to everyone in Tribal and DDB during my hand-over to Amanda. After eight years I feel you become entitled to write a paragraph for each year of service and to say thank you to those people who have made the time with DDB such a memorable and enjoyable one. So here goes……..

Firstly and most importantly, I want to thank Matt for being such an inspirational leader, boss, colleague and mate. Matt has so many wonderful creative talents as we all know, but he truly is the smartest and most passionate communications individually I have ever met and worked with. He has a wonderful rhythm in his ability to listen, read, and then articulate to a client a brand vision and a path to possibilities. Under Matt’s leadership, the Tribal culture flourishes, and with that comes the exceptional performance the network has enjoyed. I am truly proud to have worked with Matt and been one of the original Tribal elders to have taken Keith Reinhard’s brief ‘to become the DDB of the digital age’. I thank Matt for his support, his steady hand and for giving me the most amazing opportunity to establish and lead Tribal in Australia, China and Asia Pacific.

It has been a wonderful experience to be tribal during the digital revolution, or as Bono sings ‘when new media was the big idea’. I wish Amanda and Dirk all the best in their regional Tribal roles. I look forward to seeing Tribal and DDB grow to even greater heights.

I would also like to say thanks to the Tribal Worldwide Management team of Stephan, Paul and Liz. You all know how much I will miss this place. A thank you also goes to the amazing Tribal Asia Pacific Tribal managers, firstly the tribal girl power; Diana, Jenny, Lisa and Meera, the boys Turkey, Michie, William, Kevin, Mike, Mr Jung, Leroy and Greg. Go Tribal!

A thank you goes to Chuck, John, Keith, Mark and Bob for the opportunities and support you have given me over the years. It is truly wonderful be part of an organization that has created and believes in the four freedoms. A thank you must also go to James and Douglas for the wonderful support and mentoring I have received over the years, People, Product, Performance.

Lastly, I thank all the Asia Pacific DDB Country leaders for always making me feel most welcome in each of your markets. I wore my Tribal DDB colours with pride and passion and as Bill Bernbach said ‘Nobody counts the number of ads you run; they just remember the impression you make.’

My family, Janelle, Braedon, Edina and Callum will move from Hong Kong to Auckland in early 2008 to enjoy beautiful New Zealand. While, we look forward to having a house with a backyard under some blue sky again, we certainly have enjoyed Asia, and thus look forward to returning to China for another working stint further down the road. Now however I’m excited to experience the enticing New Zealand creative and vibrant zing this market has to offer, or is this the description for the world’s best Sauvignon blanc. It’s definitely both reasons, so do look me up when you are in town so I can take you out for dinner and open a bottle or two and catch up.

That is it, take care and all the best for the future. Who is to say where the wind will take you.

Best

Adam

PRESS RELEASE: Adam Good named president of Tribal DDB Asia-Pacific

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Tribal DDB Worldwide announces that Adam Good has been promoted to the post of president of Asia-Pacific. Good, who was posted to the China region in January of 2006, has since launched the successful Shanghai office and modified the current Hong Kong office to lead the regional strategy.

"Adam has been a huge part of Tribal DDB Worldwide’s success and has been a terrific partner to me over the last seven years," said Matt Freeman, CEO of Tribal DDB Worldwide. "I can’t think of a better person to lead Tribal’s growth in Asia Pacific — and to help take our worldwide network to even greater heights."

Tribal DDB’s Asia offices have been experiencing rapid growth in the past year with client wins that include McDonald’s, Philips, Centrum, Unilever, Disney Hong Kong and Dior Perfume, among others.

Most recently McDonald’s named Tribal Shanghai agency of record for all of China. At Tribal Hong Kong the agency has just completed a highly successful online campaign for the McDonald’s Shake Shake Fries promotion. The campaign has seen wonderful success of consumers co-creating with the brand, producing consumer-generated content. In addition, next month Tribal Singapore will launch an online ordering web site for McDonald’s as a new innovative customer experience for the brand.

Other successes in the Asia-Pacific region include the selection of Tribal in Korea to launch global web sites for the new Prada Phone and Black Label Shine Phone for LG Electronics. Tribal Australia, the six-year-old operation, also closed out 2006 with five new client wins, including Macquarie Bank.
As one of the original founders of Tribal DDB, Good previously set up and oversaw Tribal DDB Australia’s offices Sydney and Melbourne. Under his leadership, Tribal Australia became the leading interactive agency in Australia, winning more new business, effectiveness and creative awards than any other Australian interactive agency. In 2005 Tribal Australia won the AdNews and B&T Interactive Agency of the Year award titles for 2005.

As president, Good will oversee the entire region, which currently has ten offices in six countries. "The digital space is redefining the relation between media, brands and consumers. Tribal has grown the agency operation during this time with this understanding. We have a good balanced agency operation in Asia-Pacific in terms of integration with DDB while also growing to be big and bold enough to lead clients on a regional level that require brands to be customer centric rather then product centric," said Good. "Our standing in each market is only a result of a unique collaborative and entrepreneurial culture, true passion and the ‘always questioning spirit’ that we share with our clients."

ABOUT TRIBAL DDB
Tribal DDB Worldwide (www.tribalddb.com) is a full-service interactive agency that consistently ranks as one of the largest and most award-winning networks in the world. Headquartered in New York, Tribal DDB Worldwide includes 39 offices spanning 22 countries throughout the Americas, Europe and Asia Pacific. The firm’s multinational clients include American Airlines, ExxonMobil, ING, Johnson & Johnson, McDonald’s, Microsoft, PepsiCo, and Volkswagen. Tribal DDB Worldwide is part of Omnicom Group’s (NYSE: OMC) DDB Worldwide

PRESS RELEASE: Tribal DDB Appoints Asia Pacific New Business Development Director/President Greater China

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New York, January 18, 2006— Adam Good, 36, currently Managing Director of Tribal DDB Australia, has been appointed Asia Pacific New Business Development Director and President of Tribal DDB Greater China, effective February 1, 2006.

In his new position based in Hong Kong, Mr. Good will be responsible for establishing a stronger interactive presence in Greater China with particular focus on Hong Kong, Shanghai and Taiwan. He also will be responsible for Tribal DDB Asia Pacific interactive business development for the world’s sixth-largest Interactive agency network.

In light of growing client demand for interactive marketing support, and the rapid pace of technological development in Greater China, Mr. Good aims to strengthen the interactive product offering across the Asia region. "Moving to Hong Kong and working in the Greater China region offers plenty of challenges and mountains to climb. The market is moving so fast, and as such I’m excited to embrace Asia’s contrasting colors and fast moving advertising environment. I’m excited about where Asia, especially China, is regarding their exposure to media and digital communication. The next couple of years should see some wonderful developments in how brands can develop engaging interactions with consumers," he said.

Matt Freeman, CEO, Tribal DDB Worldwide, said, "Asia is a significant part of Tribal’s growth strategy and Adam is the ideal leader for the region. We will look for Adam to build on the success he has already demonstrated in turning Tribal Australia into the ‘Agency of the Year’ and to help lead our multinational clients’ efforts throughout the region."

Mr. Good has more than 15 years’ experience in digital and multimedia communications. A film and television graduate, he began his career in the Australian film and television and entertainment industry before assuming roles at Microsoft Network Australia as Entertainment Producer, and then Newscorp as Executive Producer of News Interactive.

He joined DDB Australia in 1999 and in early 2000, he set up the Tribal DDB Sydney agency and subsequently the Tribal DDB Melbourne operation in March 2003. Tribal DDB Australia is the leading interactive agency in Australia, winning more new business, effectiveness and creative awards than any other Australian interactive agency over the past two years. Tribal DDB Australia currently holds both the AdNews and, more recently, the B&T Interactive Agency of the Year award titles.

ABOUT TRIBAL DDB

Tribal DDB Worldwide (www.tribalddb.com) is a full-service interactive agency that consistently ranks as one of the largest and most award-winning networks in the world. Headquartered in New York, Tribal DDB Worldwide includes 31 offices spanning 19 countries throughout the Americas, Europe and Asia Pacific. The firm’s multinational clients include American Airlines, ExxonMobil, ING, Johnson & Johnson, McDonald’s, Microsoft, PepsiCo, and Volkswagen. Tribal DDB Worldwide is part of Omnicom Group’s (NYSE: OMC) DDB Worldwide.