Video Clips From The Idea Conference
Philip Rosedale, David Jones, Steven Heyer, David Rockwell, David Verklin and Alex Bogusky
Published: November 05, 2006
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NEW YORK (AdAge.com) -- Below are six video excerpts from the proceedings of Advertising Age and Creativity's day-long Idea Conference. The sold-out event, which explored the latest trends and developments in marketing communications creativity, took place at the New World Stages in the heart of Manhattan's theater district.
Ad Age Videography by Steve Raddock
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PHILIP ROSEDALE: LIVING A SECOND LIFE AS AN AVATAR
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Philip Rosedale, CEO of Linden Lab and creator of Second Life, a public virtual-reality space where people live a parallel existence as avatars, said his users enjoy "this tremendous sense that they are collectively building a new world. When you do something like a charity event in Second Life, people are really engaged ... charitable organizations are realizing a higher dollars per return on their event than in the real world."
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DAVID JONES: CONSUMER-GENERATED ADS A BAD IDEA
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A prevelant trend with lazy agencies over the last two years is to let consumers come up with the ideas, said David Jones, global chief executive officer of Euro RSCG Worldwide. "But if you look at YouTube and MySpace, whilst there's a few entertaining things there, there's so much utter crap. Firstly, consumers aren't actually that brilliant at it, and secondly, what they will do is not necsessarily that relevant."
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STEVEN J. HEYER: REINVENTING WHAT A HOTEL IS
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"We, the industry, have basically taught people to sleep in the hotel and spend all their elective time and money somewhere else," said Starwood Hotels CEO Steven J. Heyer. "We want to reverse that. And you can't reverse that by building a prettier room or a more comfortable bed. It's much more complicated then that."
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DAVID ROCKWELL: TELLING STORIES WITH ARCHITECTURE
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In his stage discussion with Starwood's Steve Heyer, renowned New York architect and designer David Rockwell, CEO of the Rockwell Group, spoke of the rituals of public space and the interior "theater" of hotel design. "The thing about theater that's powerful and humbling enough for a designer isn't the design," he said. "It's the design connecting you to a story. If you don't have a story, you just have 'stuff.'"
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DAVID VERKLIN: 30-SECOND SPOT NOT DEAD
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"The 30-second TV commercial is not dead," said David Verklin, chairman, Carat Asia Pacific and CEO, Carat Americas, "nor is it going to die. We're going to need more creative work than we ever needed before because with highly targeted media, [marketers] who have never been able to use TV can use TV."
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ALEX BOGUSKY: A NEW WORLD OF CREATIVE COLLABORATION
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"Creatives talk about this all the time," said Alex Bogusky, chief creative officer, Crispin, Porter & Bogusky. "Change is good, we'd all sign up for it and abide by change being good and destruction being part of creativity. But when the changes comes from the client, it's like a whole different world. And suddenly, changes sucks. Change is a really bad thing."
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