ZZ blog in English.

The Art of Persuasion @ Google Zeitgeist 2010

All leaders are marketers at heart, striving to influence behaviour and win hearts and minds. In this session we look beyond the gloss at the nuts and bolts of great communication, to understand what works (and what doesn't) and how this is changing in today's media-literate world. What can business leaders learn from these masters of persuasion - in terms of getting noticed, communicating ideas, and sparking creativity?

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Very valuable discussion no how communication and persuasion (including commercial and political communication and persuasion) is changing in the age of technological revolution. Or in the "Age of Monumental Change" quoting Sir John Hegarty (Worldwide Creative Director, Bartle Bogle Hegarty) in the very beginning of the discussion.   

via @bbh_labs

From Work as a Play to Brand Systems - web video interview with Alex Bogusky

Quite an extensive web-video interview with new (!!!) Chief Creative Insurgent of MDC Group (holding company that owns also CP+B) and one of all time best Creative Directors Alex Bogusky in almost one hours:

1. On moving (up) to MDC
2. On work as a play and play as a play
3. On the future of capitalism
4. On translating "traditional ideas" to new platforms
5. On mechanics behind of one his best campaigns
6. On how do they pick ideas and imperative of quantity of ideas;
7. On what he would do with $1bn (for the campaign, of course); - how he would approach it?
8. On why and how he looks for Cultural Conventions
9. On his new role and the role of brands
10. On the brand systems
11. On legendary Ford Fiesta campaign
12. On start-ups 
13. On phenomena of Twitter
14. On focusing on successes, not failures

If Carlsberg did Team Talks

World Cup is almost there. Like few hours of SuperBowl in US these undoubtely will also be four weeks of celebrating great ads. 

Carlsberg comes out one of first (next to Nike Rooney teaser last week) with an epic Team Talk for Team England full of iconic references. 

Linked to it there is also short "Making of" video: 

One more interesting aspect of building campaign ecosystem - besides of official Twitter account and Official Fan Page on FaceBook, the official webpage of "EnglandTeamTalk.com" is build on (is redirecting to) the platform of YouTube. Seems to be more good example of smart use of existing social platforms. 

 

Andrew Robertson, CEO of BBDO on 2010

Nike Chalkbot - one more digital award (2010)

After getting several awards at Webby Awards 2010 Wieden+Kennedy and theirs Nike Chalkbot campaign just has got the main prize, called "The Best Show", also at "One Show Interactive". 

Innovative, positive, meaningful, encouraging everybody to join. And both using (building) their own digital ecosystem and smartly ecouraging the coverage in unpaid mass media to help the message spread. 

Socionomics: the State of Social Platforms 2010 (v5 or v6)

Another version of animated story about the state of social platfroms and media again. I have lost the count already for the number of versions of it. But things are changing and developing fast.

Prayer of TV in the Digital Age (the Real Face of Television)

Great portrait of the real face of TV and the role of TV in the Digital Age. 

Via Vimeo.com Staff Picks

Two presentations from ADC*R Digital Campus

Monday was quite an intense and exhaustive but still great second day in Art Directors Club Russia  (ADC*R) campus "Evolution at A to @" devoted to communication in digital platforms -  with two presentations and Webby Awards Case discussion with everybody followed by intensive work-session with "Instinct Group"As you can guess it was "Strategy Day". Presentations are attached. First one rather is a compilation (summary) from few of my previous presentations and  slides are just a suppor a broader story - to understand whats going on we first were step more than few steps back to look on what prerevious four media revolutions brought to the societies and economy, what are main fundamental changes brought by "digital revolution" and why it requires fundamentally different approach in many aspects. 

Second presentation is beta version of a bit broader and deeper set of materials in the development on the role of Strategic Planning (Account) planning in the age of total decentralization of media, abundance of information and emerging dominance of digital platforms. "Account Planning in Digital Age", to make it short. 

We took a short trip from the historal to current role of Account Planning, main competences in and comppetences of Account Planner (Strategic Planner) work to qualities than in my mind makes great (not just good) Account Planner, what makes great "Advertising Man". 

In the third part we have taken a look on and discussed almost a dozen of cases for this year Webby Awards shortlist. The winners will be announced tomorrow, but all shortlisted cases of 2010 already are available in Webby Awards site. 

An blog entry on my choices in Webby Awards Peoples Voice vote will follow in approximately week followed and following more than few questions on good Account Planning books and sources I probably will make also entry on that. Feel free to subcribe to get notice to your e-mail.