Designer | Art director | Creative
DAY 3
Machine Learning for Everyone
Host: Google
Speakers: Jared Cohen (President of Jigsaw), David Singleton (VP of Engineering, EMEA at Google)
Machine Learning is making the world we live in smarter, providing answers to complex problems from tackling climate change to improving public health.
Doodle Data Set: You draw something and it gives you better and accurate options (auto drawing)
Music Synthesis: Combining instrument sounds that usually cannot be done
Google Assistant: Needs to connect to brands you already love and use, unlike amazon which chooses what brands it wants you to use. And in turn, create delightful and useful experiences (natural conversation).
With this new technology, Google is trying to find problems and challenges in the world and reverse them with A.I.. For instance, removing toxicity from the internet. They created a technology to not only spot toxicity on the web but also set a threshold or comfort zone for what you want to see. This scale for what you can handle can be changed at any time and it is not suppressing speech. This removes the trolls while increasing relevant comments. (PERSPECTIVE.API.COM)
Mario Testino: Beyond the Image Connection. Integrity. Impact.
Host: Edelman
Speakers: Elaine Welteroth (Editor in Chief at Teen Vougue), Mario Testino (Photographer, CD, Guest Editor, Museum Owner, MARIOTESTINO+)
As a Peruvian, Testino initially felt like an outsider in the world of fashion but was about it turn it around. After years if trying to fit in, he learned a lot about other people, which was valuable knowledge for a photographer to have.
Testino points out that we live in a world where everyone's emulating what other people are doing. He finally was accepted on the scene although he wasn't French, English, or Italian, and that took him to his primary essence - he likes sexy. At that point he started to let people be true to themselves when working with them.
Words by Mario Testino:
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Art + Commerce can creatively exist
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You must understand what the company wants to say and try to covey it in the simplest way
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You must be able to take the words out of the image and still know who the product/service is for
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When you propose something they respond with insecurity, so you must be the advocate and believe in what you are doing
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You must surround yourself with people you respect, the people who will push you and question you
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In a world where everyone tires to emulate the life of others, be true to yourself.
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Listen to your gut feelings
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Precision is the most important thing and precision is defined by details. Be as specific as you can (there are a lot of different shades of a color, you must care about which shades you want).
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Communicate through your imagery
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Elevate what you have rather than worry about what you have.
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I can be criticized by anyone but if my client is happy and the sales have gone up, I'm happy.
Mario chose to embrace Instagram and even thinks he was late to get started. But he is in some ways an "Instagram Star" now. Some people are skeptical about artists making their work that is paid for by clients and appears in magazines also freely available. But to Mario, it wasn't about selling his work, but about the product which is himself.
Towel Series
Does Brand Purpose Really Drive Great Work?
Host: Diageo
Speakers: Mark Sandys (Global Head of Beer, Baileys & Smirnoff at Diageo), Syl Saller (CMO at Diageo)
Ultimate question: Have we reached peak purpose?
The 6 things to consider that will make your creative work better than if you didn't:
1. Clarity: What is the difference that your brand can make in the world, beyond function?
2. Credibility: What brand/product truth is our purpose rooted in? Why do we have a right to play this space?
3. Collaboration: Who is the right partner for the content you're making or cause you're driving?
4. Courage: Do you have courage to try, and courage to fail?
5. Consistency: Are you willing to stick with a purpose so that it is truly what the brand stands for?
6. Commitment: Are you willing to invest in establishing what your brand stands for?
Guinness Rugby Spot
They made this campaign because they wanted to do something different amidst the money in the marketing surrounding the Rugby World Cup. They weren't the sponsors of the event, but Guinness grew more market share than all of the sponsors.
Captain Morgan Spot
Johnnie Walker Spot
This launched on the night of the American Election across all channels. Digital search for the breand went up by 40% and search for Keep Walking went up 15 times. We should be more conscious of what great brands are doing for social good and we should be encouraging one another.
Dove body-shaped bottles
We Don't Advertise; We Problem Solve
Host: Hylink Digital Solutions
Speakers: Marco Pierre White (Chef, Rudloe Hall), Delia Liu (Head of Strategic Planning at Hylink Digital Solutions)
Let's be honest, no one goes online to watch adverts or learn about brands. We go online to look for answers to questions or exciting new opportunities. Instead of using insights to tailor messages that vaguely shoehorn brands into conversations, let's focus on solving problems that really matter.
Hylink explores the unlikely but worthwhile solutions that top Chinese brands have developed to cater to the problems consumers really care about, like:
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Helping undergraduates find the right flatmate
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Reducing the worries of grandparents who want to best education for their grandchildren
If there are solutions to the bigger life problems, brand engagement will follow naturally.
What Marco had to say:
Cooking together can save a marriage. One person always doing it makes it a job or chore and it takes away the pleasure. Food is the foundation to our life. Food can give purpose to one's life. It can take you back in time (when the recipe was made, the first time you tried it). How you always love what you are introduced to as a child, even if it is quirky or imperfect. Cooking and eating together also breaks down social barriers and even language barriers because the food speaks to you.
"It is possible to refine something too much."
What the Hell Happened? What Marketers Must Learn from Politics
Host: Crispin Porter + Bogusky
Speakers: Chuck Porter (Chairman at Crispin Porter + Bogusky), Sabrina Siddiqui (National Political Reporter), Michal Kosinski (Professor at Stanford Graduate School of Business)
The Business of Persuasion: 1. Psychometrics 2. Politics
Trump and Brexit were never going to happen, but they did. Why did analytics fail in the prediction of this past election? Because people lie.
Predictive models are based on the past and don't do well with the unexpected. Data was used to sum up personality types of people who support The Donald or the Brexit movement, and then specifically targeted them.
They described that by targeting one individual and showing them a clip most others won't see, it's possible to get them to vote the other way. This tactic helps reach voters at a much lower cost. Everything you do on social media and everything you have posted, liked, shared on Facebook is being used to make statistical models. It is seemingly innocent, but this data is being used without the user's knowledge. Campaigns are now accessing this data to target certain groups of people.
Why would politicians just slap a slogan on when they can now have one-on-one conversations about topics that really matter? Even just a soundbite can influence voters in a particular area. Is this an invasion of privacy? Yes but we can't re-gain it because of the advances in technology. In approximately 5 years, there will be no privacy left.
There has always been Fake News, but now we have the ability to know immediately and discredit them. What will change is the way we access information. We are harder to deceive now after this election.