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robertogreco : wieden+kennedy   19

russell davies: a unit of delivery
"When I start telling advertising/marketing people about this stuff the same themes seem to come up. So let's address those:

This is not about a bunch of private sector digital experts parachuting in to save the day. (Although we might sometimes behave like that, which is bad.) I'm not sure of the metaphor but we're somewhere between a catalyst, the tip of the iceberg and in the right place at the right time. We've certainly been very lucky. We are civil servants, most of us long-time civil servants. We are building on years of work from fellow civil servants who haven't had the benefit of our mandate. And we're working with huge numbers of colleagues across government who are as talented, driven and imaginative as we are, they've just been stuck in systems that don't let that flourish. Part of our job is to help shift those systems.

This is not about comms. We're not the new COI. We don't spend money on marketing, even digital marketing. Personally I think GOV.UK will soon be a great example of a new way of thinking about that stuff ('the product is the service is the marketing') but that's a post for another day. When we do use traditional 'agency-type' comms and design skills (which we do ourselves) it's to help the service/product communicate about itself. (That probably doesn't make sense yet, I've still not found a way to explain that properly.)

There is no 'client'. This really messes with agency people's heads. Obviously we're accountable if we screw up, the website falls over, the facts are wrong or the site's unusable. But it's not an agency-type relationship where someone distant and important has to 'approve' everything. This is mostly because our chief responsibility is to our users - they approve our decisions by using or not using the services we offer them. Or by complaining about them, which they sometimes do. Also, because you just can't do Agile with a traditional client-approval methodology. That's going to be a thing agencies are going to have to deal with."



"But, what does this mean for BRANDS!!?

Nothing. Obviously.

Well, maybe a bit. Iain was kind enough, the other day, to point back at a post I wrote about working at W+K [http://russelldavies.typepad.com/planning/2006/07/7_things_i_lear_1.html ]. I think there's a similar post brewing after a year and a bit of GDS. I have learnt an incredible amount here and I think there are some obvious lessons for agencies and their clients in what we've been up to.

As a tantalising teaser I'd say they are:

1. The Unit of Delivery is The Team

2. The Product Is The Service Is The Marketing

3. Digital is Not Comms, And It's Not IT, It's Your Business

And a bunch of others to be named later.

Anyway. I'll try and come up with something useful."

[See also: https://medium.com/i-m-h-o/2bfa73373a9a ]

[Update 5 Feb 2014: see Dan Hon's remarks on the same: http://tinyletter.com/danhon/letters/episode-nine-everything-in-silos-forever-and-ever-amen ]
gov.uk  wieden+kennedy  russelldavies  2013  marketing  branding  government  agile  digital  business  services  teams  teamwork 
july 2013 by robertogreco
Oreo Separator Machines | Know Your Meme
"Oreo Separator Machines are devices that are designed to split Oreo cookies into two pieces and remove the cream filling, many of which were produced by Wieden + Kennedy as part of the “Cookie vs. Creme” ad campaign for the snack food company Nabisco. Sine the launch of the campaign during the Super Bowl XLVII in February 2013, the adverts have inspired numerous YouTube videos showcasing custom-designed prototypes of cookie separators."
memes  wieden+kennedy  2013  oreos  youtube  invention 
july 2013 by robertogreco
The tyranny of digital advertising — I.M.H.O. — Medium
"Let's be clear: big businesses have grown up around the availability and theory of mass media and buying attention. Any big client older than15 years old will have grown up with the reassuring ability of tv and print advertising to reach mass audiences. Those were methods of advertising predicated on guaranteed access to peoples’ attention through interruptions in mass media.

And thus the marketing and business plans and briefs for those companies assume that you market your product or service by delivering a message to a stupendously large number of people in a short amount of time.

The Product is the Service is the Marketing

At roughly the same time as my two year anniversary in advertising land, Russell Davies recently wrote up a storm explaining what the UK’s Government Digital Service does and what GOV.UK is for.

Simply, their job is to save money by making the digital provision of government services so good that the public prefers to use them.

One of the points that Russell makes in his post is that, in their case, the product is the service is the marketing: the product (a government service) is the service (the delivery and usage of that service) is the marketing (the clear communication to the target audience of the benefits of that service). The tying together of those three different items - product, service, marketing, and how GDS have achieved that aim, has implications as to why good integrated (and so digital) advertising is so difficult to achieve."



"Anything but display advertising
But then there's the whole other, other side to interactive advertising that isn't confined to formats defined by media agencies and associations. And I might be biased, but they seem way more interesting than display advertising.

Here's some examples:"



"There is a shift at the heart of this. There are new brands out there - Kickstarter, Etsy and Amazon come to mind - that got big and profitable without conventional advertising. They’re also brands built in a world reliant upon the network. They do not need advertising, at least, they don’t need advertising the way your mother’s fast moving consumer goods company needed it. Their products are services, and the way their services behave are their own marketing. Google’s own Dear Sophie and Parisian Love adverts are critically acclaimed examples of advertising letting products and services speak for themselves.

So what does an advertising agency do for them?"
danhon  advertising  digital  2013  experience  russelldavies  marketing  service  product  gov.uk  kickstarter  etsy  amazon  nike  nikefuelband  fuelband  ilovebees  jay-zdecoded  arg  oldspice  attention  chrysler  television  tv  wieden+kennedy 
july 2013 by robertogreco
Wieden+Kennedy » W+K Announces New Joint Venture Led by John C Jay, W+K Garage
"In an all-agency meeting today, Jay described W+K Garage as focusing on “expanding the definition of what a modern agency can do, and should do.” He said it will be “a strategic and entrepreneurial shop that will concept, create and invest in innovative products, experiences, content and technology that will help to redefine the idea of what a modern, global brand is.”
He added: “Simply, I want to make things. Not to make meetings, but make in new ways. Make new products, digital and analogue. I want to make new businesses. I want to make new experiences–interactive or physical, in business and in culture.”

Jay described the intersection of technology, culture, arts, science and business in our everyday lives, and noted the importance of being able to think, communicate and act globally. “We’re living in the greatest creative moment in history,” he said.

Jay also emphasized the importance of humanity and beauty to making an idea “great”.

On his decision to join W+K in 1993, he said, “I told myself, go where you can do the best work of your life–no asterisks.” In the meeting, he described W+K as a place that encourages each of its employees to become their best possible selves, leading to their best work, and said that this new venture was an opportunity to not only help W+K, but to help W+Kers achieve their creative potential, too."
wk  wieden+kennedy  2013  lcproject  openstudioproject  johnjay  technology  culture  arts  science  business  everyday  everydaylife  w+kgarage  making  meetings 
january 2013 by robertogreco
Jelly Helm Studio
""We are a communication studio in Portland, Oregon.

We work with purpose-driven people and companies to authentically and powerfully express their stories.

Our work builds community.

Clients include the Portland Timbers, Chinook Book, Oregon Humanities, Wikipedia, Imperial Woodpecker, Infectious Diseases Research Institute, Forest Ethics, Nike, Red Hat, Dell, University of California and Youth, Rights & Justice.

Jelly Helm is formerly Executive Creative Director of Wieden+Kennedy in Portland and Amsterdam, Associate Professor at Virginia Commonwealth University Adcenter, Group Creative Director at The Martin Agency, and Founder/Director of W+K 12, Wieden+Kennedy’s experimental in-house school.

I’m interested in story, artisan values, and the open/free/sharedknowledge movement.I’m interested in the role of story in the emerging culture."
design  art  film  advertising  portland  oregon  jellyhelm  wk  wk12  wieden+kennedy 
august 2011 by robertogreco
Caldera
"…started as a summer camp in the mountains. The idea was to bring kids w/ limited opportunities, both from the city & country, together to make art. Turns out it was a pretty good idea. Kids who said they couldn’t draw found out they were artists. Students who were at risk of dropping out of school kept w/ it, graduated from high school, won college scholarships & came back to work at Caldera.The artists who worked w/ the kids found the experience made them better artists, so we invited them back during the winter to work on their own projects. & because art isn’t just for summertime, we started working w/ students every week, expanding our activities into their schools & communities in Portland & Central Oregon. Today, we work year-round w/ thousands of students, & we invite artists from all over the world for month long residencies at our arts center near Sisters. Caldera’s mission is to be a catalyst for transformation through innovative art & environmental programs."
residencies  oregon  portland  sisters  wk  wieden+kennedy  lcproject  education  art  writing  youth  teens  srg  edg  glvo  caldera  creativity  arts  expression  learning  apprenticeships  mentorships  danwieden  mentorship 
august 2011 by robertogreco
Makin' Ads: 5 Rules from Wieden + Kennedy
"Act Stupid. "Our philosophy is to come in ignorant every day. The idea of retaining ignorance is sort of counterintuitive, but it subverts a lot of [problems] that come from absolute mastery. If you think you know the answer better than somebody else does, you become closed to being fresh."

Shut up. "The first thing we do when we meet with clients is listen. We try to figure out what their problems are. Then we come back with questions, not solutions. We write these out and put them on the wall. And then we circle the ones that we think are interesting. More often than not, the questions hold the answer."

Always say yes…

Chase Talent. "Find people who make you better. It's best to be the least talented person in the room. It's reciprocal. It challenges you to keep up."

Be Fearless. "Do anything, say anything. 'You're not useful to me until you've made three momentous mistakes.'…if you try not to make mistakes, you miss out on the value of learning from them."
advertising  rules  wk  wieden+kennedy  innovation  learning  danwieden  davidkennedy  ignorance  curiosity  listening  openminded  classideas  jellyhelm  optimism  failure  risktaking  mistakes 
august 2011 by robertogreco
“W+K12 is an experiment disguised as a school... - robertogreco {tumblr}
“W+K12 is an experiment disguised as a school disguised as an agency.

“Every spring since 2004 we’ve brought 12 or so creative people from outside the industry into our Portland office for a 12-month stretch to see what happens.

“The students work collaboratively on pro bono and paying client projects as well as make books, shoot films, hang art exhibitions and do whatever else they’re collectively excited about. We teach them what we believe in and how we work; they show us a fresh perspective.

More often than not the students are hired upon graduation. And frankly, having people who pay to be in the building makes the rest of us less lazy.”
lcproject  education  studioclassroom  learning  wk12  wk  perspective  motivation  collective  collaboration  making  doing  creating  schooldesign  teaching  unschooling  deschooling  realworldproblems  wieden+kennedy 
july 2011 by robertogreco
Edwin Himself is Edwin Negado » MUJI’s Kenya Hara speaks on “Emptiness” at Wieden+Kennedy Portland
“Earth and Human Being. There is nothing, yet everything”.

“Emptiness holds the possibility of being filled”.

“To create is not just to create an object or a phenomenon. Coming up with a question is also creation. In fact, a question that has huge receptive capacity doesn’t even need a definitive answer. Questioning is emptiness”.
kenyahara  muji  emptiness  questioning  questions  learning  process  products  product  glvo  lcproject  unschooling  deschooling  simplicity  possibility  wk  wieden+kennedy 
july 2011 by robertogreco
Edwin Himself is Edwin Negado » 10 lessons for young designers. By John C Jay of Wieden+Kennedy
"1: Be authentic. The most powerful asset you have is your individuality, what makes you unique. It’s time to stop listening to others on what you should do.  2: Work harder than anyone else and you will always benefit from the effort.  3: Get off the computer and connect with real people and culture. Life is visceral.  4: Constantly improve your craft. Make things with your hands. Innovation in thinking is not enough.  5: Travel as much as you can. It is a humbling and inspiring experience to learn just how much you don’t know.  6: Being original is still king, especially in this tech-driven, group-grope world.  7: Try not to work for stupid people or you’ll soon become one of them. 8: Instinct and intuition are all-powerful. Learn to trust them.  9: The Golden Rule actually works. Do good.  10: If all else fails, No. 2 is the greatest competitive advantage of any career."
education  design  creativity  johnjay  wk  wieden+kennedy  work  travel  innovation  effort  individuality  authenticity  life  cv  learning  perspective  instinct  intuition  thegoldenrule 
july 2011 by robertogreco
W+K12 Presents No Place Like Home [The boarding school of work environments?]
"In the 21st century, living is an art. Balancing home and work is just one aspect. We work to live; we live to work. The space in which that happens is ultimately changing. As houses evolve into workspaces, and workspaces become more hospitable to longer hours, we see the lines breaking down. Microwavable breakfastlunchdinner, office living rooms, wi-fi, cloud-computing, all are demanded evolutions of a space caught in crisis.

For "No Place Like Home" WK12 combines work and home by moving both into one living-breathing space. For the month of May, 12 eats, drinks, works, plays and sleeps in the lobby of Wieden + Kennedy. Our job is to create art. Our work is to design our space.

A house warming party is open to the public on the First Thursday of May."

[Lapsed domain. Here's the Wayback: http://web.archive.org/web/20110128112343/http://12noplacelikehome.com/ ]
wk12  wk  worklive  livework  work  housing  homes  balance  workspace  noplacelikehome  coworking  coliving  space  place  identity  lcproject  community  learning  working  computing  experiments  wieden+kennedy  workspaces 
may 2010 by robertogreco
Demand Satisfaction! » Slides from the Summit Now Available
"SlideShare is featuring the presentations from our fantastic “Customer Service is the New Marketing” Summit speakers as their spotlight item today."
management  marketing  experience  business  advertising  ads  branding  wk  cv  presentations  slides  via:migurski  wieden+kennedy 
february 2008 by robertogreco
Creative Generalist: What Specifically Do Generalists Do?
"5 core areas at which they excel: • Wander & Wonder - finding possibility • Synthesize & Summarize - presenting information • Link & Leap - generating ideas • Mix & Match - connecting people • Experience & Empathize - understanding worldview"
generalists  work  cv  russelldavies  wk  creativity  thinking  ideas  janejacobs  howwework  crosspollination  interdisciplinary  leadership  empathy  complexity  wieden+kennedy 
february 2008 by robertogreco
The New Advertising Outlet: Your Life - New York Times
"We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” "much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online comm
nike+  ipod  advertising  marketing  viral  change  media  consumers  experience  branding  brands  wk  future  ads  wieden+kennedy 
october 2007 by robertogreco
welcome to optimism: Words from Wieden
"But the minute you think you know, the minute you go – oh, yeah, we’ve been here before, no sense reinventing the wheel – you stop learning, stop questioning, and start believing in your own wisdom, you’re dead. You’re not stupid anymore, you are fucking dead.

Well, in 23 days, we are going to leave home. And in 36 days, when we land in the Pearl (new building), much of what we thought we knew – like where the bathrooms are – we won’t for sure. Good luck with the phones, the Xerox, the ability to ship and receive, to get your shirts laundered, to find a pool hall, a pencil, a friend, that approved script, or a moment of peace and quiet. What used to come easy will take work. All the little shit that you weren’t even aware of, but that made your life comfortable, will have vanished. Life will become a little less routine, our actions a little less unconscious. I can’t wait. See I have this addiction to chaos. I love it when I’m a bit anxious. It’s a sickness, okay. But it works for me. And the older I get, the more I need what upsets me, shocks me, makes me squirm, or get angry. The older I get, the more I value what forces me to take a second look. The more I respect people who don’t automatically respect me. I love this agency the most, when it’s off balance. Moving at 7,000 miles an hour, trying to take a sharp left turn, everybody holding their breath, laughing like hell, occasionally throwing up but smiling, and leaning right to make sure the fucking thing doesn’t trip over. Chaos does this amazing thing that order can’t: it engages you. It gets right in your face and with freakish breath issues a challenge. It asks stuff of you, order never will. And it shows you stuff, all the weird shit, that order tries to hide. Chaos is the only thing that honestly wants you to grow. The only friend who really helps you be creative. Demands that you be creative. Now, clearly, there are some disciplines in this organisation that don’t really need to have chaos as their operating policy. I’m thinking finance. I’m thinking traffic. But even in those departments that need to operate with Germanic precision, even there, we need enough uncertainty that we are forced to question how we do what we do so efficiently. And maybe, why we do it all.

The other thing chaos does is challenge authority. It cares more about truth than power. Political figures are fascinated with the agency and some have come by on a fairly frequent basis, just to share a meal, get our sense of things. I remember the first time a certain senator spent a couple of hours in our conference room with about a dozen freaks from the agency. He wasn’t there to lecture, or press the flesh, but to listen. It was a fascinating meeting, very frank, wide ranging. When I drove him back to the airport, he said, “what an amazing group of people. So young, so bright, so well informed. But I gotta tell you what was most astonishing was the complete lack of deference …. To you, to me, to anyone.” He wasn’t complaining, he was just mesmerized by the informality, the absence of authority."
entrepreneurship  learning  design  wk  creativity  advertising  ads  writing  generalists  management  creative  chaos  uncertainty  change  growth  planning  life  lcproject  authority  freedom  administration  wieden+kennedy  danwieden  gamechanging 
september 2007 by robertogreco
The Year of Learning Dangerously: Wieden + Kennedy 12 as profiled in Fast Company
""12," an advertising school launched by an ad agency, is an "incredibly messy" education in solving real-world problems."
learning  education  design  schools  advertising  creativity  innovation  wk  wk12  altgdp  wieden+kennedy 
november 2005 by robertogreco
Wieden+Kennedy 12
Alernative advertising school at Wieden+Kennedy in Portland
learning  education  schools  design  advertising  creativity  altgdp  wk  wieden+kennedy 
november 2005 by robertogreco

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