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than the classic (and unimaginative) approach of simply
replicating the same assets across every channel,
it uses each media channel for its own strengths.
In these workshops, Dave Birss, founder of Additive and presenter of the Future of Advertising podcast, will be looking more closely at the 5 principles from Transmedia thinking that
can be applied to a lot of agency briefs:
• Look for the story in a product or brand
• Think beyond media choices to creating an
experience
• Use each media channel for what it does best
• Create an experience that involves your audience
• Create an experience that evolves with your
audience
We'll be discovering the kind
of idea that needs to be at the core of a transmedia
project and spending lots of time applying the principles
to briefs, explaining the principles of Transmedia
and proposing ways of applying this approach to our
own work.
Speaker - Dave Birss
Dave Birss
has been Digital Creative Director of agencies like
Ogilvy, Poke and MRM. He now runs Additive, a consultancy
that works closely with agencies and clients to incorporate
digital thinking more effectively into their work.
And he also hosts the Future of Advertising podcast
where he tries to get inside the heads of the industry's
biggest names.
Delegate
feedback from the DBA breakfast event on 29 June:
'Understanding
the power that people who have been liberated from
the confines of traditional media have' Russ Hodgson,
Point 6
'An insight into the modern world of brand communication
with the fundamental principles to set you off on
your own journey' Michael Skipper, Honey Creative
Delegate
feedback from the DBA workshop event on 19 July:
'Enlightening and progressive thinking', Antony Harrington, OPX
'Inspiration and getting hands dirty, took me out out of my comfort zone' Anja Klüver, Prospect
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