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Yale School of Management 2012 Conference: “People Are More Likely To Buy Cake On Rainy Days”

February 12, 2012 — 0

This year’s annual Yale School of Management conference was entitled “The Higher Velocity Marketplace: Technology, Innovation and Engagement in the New Marketplace.”  A good topic for Scratch, since we live it. 
 
Hosted by Professor Ravi Dahr, the Director of Yale’s Center for Customer Insights, the conference featured some awesome insights and approaches from fellow keynoters Jon Iwata (CMO, IBM), Geoff Cottrill (CMO, Converse), Gina Boswell (EVP of Personal Care, Unilever) and Claire Johnson (VP, New Products, Media and Platforms, Google).
 
Some highlights:
 
- 90% of the world’s data was created in the last 2 years
 
- I was reminded how counterintuitive predictive analytics can be.  For example, people like hot drinks on hot days, and buy more cake on rainy days.  I’m going to dock myself pay next time I make a decision based solely on behaviors I deem predictably obvious. (#needmorescience)

“Converse believes unleashing the creative spirit will change the world.”

- Converse CMO, Geoff Cottrill

- Converse’s “Rubber Tracks” recording studio in Brooklyn has already enabled hundreds of artists to record their music, free.

 

“The gap between who you are and how you wish to be seen is spotted immediately.”

- IBM CMO, Jon Iwata

– IBM’s supercomputer, Watson, is going to Medical School now, should graduate in the next 2 years.

- My most powerful slide was my pie chart:
 
 

 

– Best question I got: “How will Millennials change the American education system?”

– Least favorite moment: At New Haven Starbucks, you must ask a barista for a key to use the bathroom.

Thanks to Yale School of Management — and its incredible graduate students — for inviting us.

 

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See You At RealScreen 2012

January 27, 2012 — 0

Evan Shapiro (IFC) hosted a good call today in advance of the 2012 RealScreen panel he’s moderating next week in Washington, DC.  The panel includes Bill Davenport (Weiden & Kennedy Entertainment) and Mike Duffy (Electus) and me.  My friends know the title of the session is one I’ll have trouble with: Branded Entertainment: The Pitch & The Process

Evan’s a good friend, a smart dude, and his networks always find ways to win.  You can read some of his thoughts on the industry here

We can debate what “branded entertainment” even means, but I doubt any of us on this panel care to anymore.  I’m pretty sure I’m the sole panelist at the entire conference who cringes when anyone says I do branded entertainment.  What I hope we’ll do is agree on two things in this conversation:

1) Most Branded Entertainment concepts are not good for networks and not good for marketers.  They crash into networks and brands like unidentified flying projects.  They almost never work, even when it looks like they might, despite what all the decks and trade stories tell you after the fact, and before.

2) CMO’s, producers, agencies and programmers — we all have one boss: The audience. (Also known as the consumer.)  If they don’t love what we do, it doesn’t matter what the research says, and it doesn’t matter that we think our show is fucking amazing.  They’re turning the channel, they’re closing the webpage, and they’re not picking that brand up in the aisle.

Not sure how this will go, but I have mad respect for what these guys have accomplished and the businesses they’ve built.   Even though I’m a bit of the outsider here, I kinda like it.  And, in the hands of a moderator like Evan, there’s a chance we could advance the dialogue the industry’s been stuck in for the last decade.

Branded Entertainment: The Pitch and the Process

February 1, 2012 – 10:15 AM to 11:15 AM
ROOM: RENAISSANCE BALLROOM

Here, a team of experts in the burgeoning branded entertainment realm revisit a hot-button topic covered in last October’s realscreen Branded Entertainment Forum in New York City. When it comes to bringing brand-funded content to non-fiction networks, what are the walls that become apparent in the process between brands, broadcasters and producers and how can they come down? This panel will illuminate the key issues in the discussion, with insight from advertisers, agencies, broadcasters and producers who’ve found ways to work together to bring brand-supported TV properties to life.

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Converse Created A Game Inside Google Search Bar

December 19, 2009 — 1

converse all stars

Over breakfast a few days ago, Converse CMO Geoff Cotrill and CEO Mike Spillane blew me away with this. Anomoly had the idea, and Geoff and Mike went with it. Earlier this year, they basically created a game inside Google’s search bar. It took 6 months for Google to figure out wtf was going on.

Thanks to Geoff and Mike explaining, now I understand exactly what was going on…