Dan Monheit’s Big 5 from SXSW 2019

Article source http://www.campaignbrief.com/2019/03/dan-monheits-big-5-from-sxsw-2.html

Dan Monheit, co-founder and strategy Manager at Hardhat attended SXSW 2019 in Austin, Texas.

This Dan
shares his big five against the conference…

SXSW 2019 was gone. The following five days of attempting to drink from a fire hydrant of wisdom, driven by some of the world’s most inspirational leaders across tech, style, brand, sports, politics and health.

At the present time, it’s a constant frenzy of notice scribbling and racing between sessions. By day , my thoughts of individual talks seem to have smushed together into a single mega-presentation of tweetable quotations, superbly built slides and standing ovations.

However, a couple of days later, as things settle down, I begin to see the snippets still drifting about in my mind. The half thoughts, the
various viewpoints, the new ideas still nagging for my focus.

As opposed to a detailed account of what happened in each session every day,
here is what is still swirling about in my article SXSW haze.

1. Nick Law on who should lead

Nick
Law is undoubtedly among the best thinkers in service land. He’s had a
massive effect on the way I’ve thought about strategy, imagination and the
role of agencies throughout the past ten years. Saying anything else, Legislation was the
Creative Lead at RGA over the span where they effectively taught the
remaining portion of the promotion world how to use the net (Nike+, Nike ID and
much more).

Law, currently Global Chief Creative Officer at
Publicis Groupe, talked about the significance of owning creative
leadership at the highest levels of agencies and holding groups. He
declared an outdated Steve Jobs meeting in which Jobs discusses the significance of promoting merchandise individuals over sales people.

The
thinking goes in steady, monopolistic environments, the people who
can have the largest impact on a business are the ones in sales and
promotion. These are the men and girls who win deals, drive growth, get
promoted and end up in leadership positions. Alas , the
byproduct of this, is the inherent merchandise culture, the
invention that grew the business in the first area, withers and dies
(eg Xerox, IBM and many FMCG companies ). The companies”forget exactly what it
means to create fantastic products”.

Conversely, in dynamic, highly
aggressive environments, the people who can have the largest influence on a
provider’s success are merchandise individuals. Individuals obsessed with pushing those bounds, inventing new things, making better outcomes for
clients. In our world, these would be the creatives and strategists, who
Law believes should be operating at a bureau’s highest levels (in
contrast to fund or account people), shaping the job the
organisational structure as well as the processes for bringing greatness to
life.
2. Where growth curves intersect: Podcasts and Loneliness

annually there are unofficial themes that permeate the countless talks around SXSW. In years gone by, it had been not possible to go through an hour without hearing virtual reality, diversity and inclusion, Mars or artificial intelligence. This past season, it was about loneliness.

Whether you were in a session on tech trends, the use of brands, the demand for courage, our polarised political environment or even the inevitability of robot overlords, the growth of isolation was about the schedule. London has formally been recognised as the loneliest city in the entire world. I guess it is logical then, that in January this year Prime Minister Theresa May officially appointed a Minister of Loneliness to help undo the curve.

Throughout the pond, we’ve seen a second meteoric rise. Dubbed as the next golden era of audio, podcasts are formally exploding. This year, 90 million Americans will listen to a podcast. That’s 20 million over a year ago.

Gimlet Media, based in 2014, has been one of the greatest spouses and beneficiaries of this growth (they had been bought by Spotify for $230m before this season ). Cofounder Matt Lieber took the point with leaders from Spotify and Anchor (another current Spotify purchase ) to talk about the present condition of sound.

In this, he also outlined the three reasons people listen to podcasts, at least 2 of that any new Gimlet series should hit;

    For the joy of being told a story
    To get the chance to find something new
    For your companionship that comes from feeling as if you’re part of this conversation between hosts

whilst stage three has been a truism of radio (especially talkback radio) because the dawn of time, I couldn’t help but think that podcasts are able to scratch a climbing loneliness itch that’s being felt across the world.

3. Even the Instagram founders on expediting the inevitable

Sometimes you need to make sacrifices for the greater good. In SXSW, this may mean sitting through a semester you have zero interest in, simply to ensure you have a seat for another session occurring in exactly the identical room. Such was the situation since I endured a vacuous an hour interview with Gwyneth Paltrow, eagerly awaiting Instagram founders Kevin Systrom along with Mike Krieger, who had been doing their first interview since leaving Facebook late each year.

Along with being equal portions humble and brilliant, the guys left me with lots to consider. 1 such pearl has been their carry on adding advertisements to Instagram after the $1b purchase by Facebook. They said that while individuals outside supposed Facebook had been pushing their advertising model onto the newly purchased (nevertheless ad-free) stage, there was, in reality, a great deal of pull coming from the opposing side.

To get a start, they maintain that they desired to be able to contribute to the (financial) success of their organisation which had just given them a billion dollars (reasonable enough).

However, more interesting was their view that each and every man who combined the stage before there were ads, would be an extra person they would want to introduce advertisements to at any point down the track. Certainly it was better for advertisements to possess consistently’simply been ‘, right?

As it happens, it probably was. While 150 million existing consumers bitched and moaned about the introduction of ads, nearly a billion jumped on since. I discovered this for a gorgeous lesson in doing the tough things initially, particularly when it’s expediting the inescapable.   Read on about LinkedIn…

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