Eurobest keynote, featuring Gustav von Sydow and Gustav Martner, on harnessing the idea of remix to increase impact and lower the risk for creating great advertising.

1. GUSTAV & GUSTAV
ON REMIX

2. GUSTAV MARTNER GUSTAV VON SYDOW
Executive Creative Director Founder and CEO
CP+B Europe Burt
www.cpbeurope.com www.burtcorp.com
twitter.com/martner twitter.com/vonsydow

3. CRISPIN PORTER + BOGUSKY

4. 2009 WINNER PRESENTER
COPYBOX MEME MACHINE RICH
Creative writing for Dead simple Reports people read.
creative people. dynamic ads. Metrics that matter.
Burt.

5. WHAT GUSTAV HAS
LEARNT FROM GUSTAV.

6. 1. REMIX.

7. REMIX IS NOTHING NEW.
NOT IN ADVERTISING,
OR ANYWHERE ELSE.
BUT IT’S NOW IN THE
HANDS OF THE MANY.

8. CHEAP HARDWARE
CHEAP (OR FREE) SOFTWARE
CHEAP (OR FREE) DISTRIBUTION
(back to the read and write culture)

13. REMIX USED TO BE OUR GO-TO-
MOVE TO MAKE PEOPLE
UNDERSTAND OUR MESSAGE.
NOW IT’S ALSO OUR BEST TOOL
TO MAKE THEM PARTICIPATE.

15. 2. REMIX
BUSINESS
MODELS.

16. WEB 1.0 WAS ALL ABOUT
BUILDING FROM SCRATCH.
WEB 2.0 IS ALL ABOUT
BUILDING WITH BLOCKS.
INNOVATION THRU ASSEMBLY,
RATHER THAN CLEVER CODING.

17. FROM
”THE NEW NEW”
TO
”X FOR Y”

18. THE BLOGGING/SMS REMIX

19. THE AIR-TRAIN - REMIX
The brief: Show that Scandinavian
Airlines has an environmental concern.

20. THE WEB SITE THAT BECAME A CARD.

23. 3. RELEASE
EARLY,
RELEASE
OFTEN.

24. GET VERSION 1 OUT THE DOOR.
THEN IMPROVE BASED ON
FEEDBACK. FAST.
IT’S HOW GREAT PRODUCTS
- AND COMPANIES - ARE BUILT.

25. BURT’S JOURNEY:
FROM WRITING REVOLUTIONARIES TO METRICS MANIACS
COPYBOX MEME MACHINE RICH
Where’s the Photoshop We need a new breed of Can we get creatives to
for writers? ad servers! fall in love with metrics?
Ideas are too expensive Nobody understands
or time consuming campaign analytics

26. DO MANY THINGS.
SEE WHAT STICKS AND
PUT GAS ON THE FIRE.
IMPROVE.
RINSE AND REPEAT.

27. :9D
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CE9 :

28. HOW DO WE KNOW IF WE
ARE ON THE RIGHT TRACK?

29. 4. LOVE METRICS.

30. ”I warn you against believing that
advertising is a science.”
Bill Bernbach

32. ANYONE CAN LEARN TO LOVE
RELEVANT AND ACCESSIBLE
METRICS.

33. DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH

34. DI.SE: +40% IN-VIEW, +400% VISIBLE LENGTH

35. WHAT GUSTAV HAS LEARNED
FROM GUSTAV:
1. CREATE TO BE REMIXED
2. REMIXED BUSINESS MODELS CREATES
BETTER ADVERTISING
3. CREATIVITY IS MOMENTUM
4. LOVE (THE GOOD) METRICS

36. BUT CAN ONLY GUSTAV LEARN
FROM GUSTAV?
CAN’T GUSTAV LEARN FROM
GUSTAV?

37. “Selling to people who actually “The real fact of the matter is
want to hear from you is more that nobody reads ads. People
effective than interrupting read what interest them, and
strangers who don't.” sometimes it's an ad.”
Marketing 2.0 Guru Advertising legend
Seth Godin Howard Gossage

38. "The real fact of the matter is that nobody talk
about brands. People talk about what interests
them. Sometimes it's a brand."
Howard Gossage remixed

39. THANKS!
www.cpbeurope.com
www.burtcorp.com
twitter.com/martner
twitter.com/vonsydow
gustav@cpbeurope.com
gustav@burtcorp.com