Nick Vale, Global Planning Director, Maxus spoke to an enthusiastic audience on ‘What does great work look like’ in a seminar on the second day of Goafest 2013.
He started with the premise of sticking to the basics in communication and keeping in mind the essentials that communication all is about people and ideas. He also emphasised upon honing the ability to drive simplicity in a complex communication situation.
Vale went on to talk about some of the factors that he thought play an integral role in creating great work…
Movement from ‘big ideas’ to ‘long ideas’, was the first factor Vale enlisted “Anything that is big is not a measure for it being good or great. A long idea is the strategic ability to travel across medium,” he added, giving examples of the Nike Plus campaign and American Express’s creation of Facebook hub called ‘Small business Saturday’, which was a great success.
He urged marketers and agencies to use digital that lives beyond the screen. “Humanity has been trying to make technology easier to use. Media should use technology to augment humanity,” he said.
Vale urged agencies to use the best form of storytelling for brand across channels, “Storytelling is the core of our business. Smart media planning is all about understanding the medium which will tell brand story in the most engaging manner,” he said.
Lastly, he urged agencies to move from participation to scaled protagonism, “There is a difference between talking down to your consumer or talking with your consumer. Moreover, personalisation and customised communication will help unlock the creative potential of the consumer and encourage long-term engagement with the brand,” he concluded.