We’ve been wrong ever since Rosser Reeves. That was the basic premise of Faris Yakob’s most recent digital dissertation. Actually it was just a keynote presentation, but let’s face it, a Faris deck is a little more thorough and thought provoking than most.
I invited Faris to speak about digital strategy and the brief and how it needs to evolve in the digital age at our recent NYC Making Digital Work workshop. What he brought to the session went far beyond the request.
In an hour-long presentation, the ex-digital ninja (some think this was about Faris, but anyone who can inspire a piece of creative this good deserves to have his own video tribute) and now chief innovation officer of MDC shared his most recent thoughts on planning and strategy. As he explains on his blog Talent Imitates, Genius Steals, Faris criticizes the fact that even though “academic research confirms that decision making is primarily emotional, we persist in structuring briefs around a core proposition.”
As you’d expect, Faris goes on to talk about: the role of brands (bringing people together and giving them things to do); how content is no longer enough (instead we may need ideas that precipitate, stimulate or even curate content); the importance of understanding that ideas flow across channels; and the simple fact that everything we do has only one ultimate purpose (making money for clients.)
Over the course of two days, Faris and I had a number of stimulating conversations, on everything from Michaelangelo and art (advertising for the Church) to Jonah Lehrer and his most recent book How We Decide. We talked about how attitudes don’t change behavior but why, as Lehrer points out, the inverse is actually true. An important fact that should affect how we think, create strategies and conceive the content and experiences that are supposed to connect brands and consumers.
I grabbed Faris after his talk for a quick video interview where we chatted even more about where planning should live inside an organization as well as about one of my new premises – the thought that we have to liberate ideas from the confines of the traditional creative department and invite more participation from strategy, technology, UX and any other discipline that wants to create.
Hope you enjoy. And as always thanks for reading. Feel free to leave a comment.
Tweet stream from BDW Making Digital Work