Pencils Bubble

Creativity: TV’s new effectiveness

We all love great TV ads, but do the ones that win the awards actually work better than the rest?

The morning's event debated the fundamental topics of TV creativity and effectiveness in the light of new media developments and the recession.  Does the internet change what TV creativity needs to do? Do the new TV technologies of red/green button, sponsorship, content and online viewing demand a different approach and new creative skills?

With a fantastic line-up of speakers which included Graham Fink of M&C Saatchi, Jon Goldstone, Marketing Director of Premier Foods, Danny Brooke-Taylor, Creative Director of MCBD, Kate Stanners, Creative Partner of Saatchi & Saatchi and Flo Heiss, Creative Partner of Dare.

Creativity: TV’s new effectiveness was held on Thursday 2nd July 2009 at the Soho Hotel, London.  

Here you can navigate through to the presentations, and download them if you want to keep them for later.

Speakers' presentations

  • The case for creativity
    Tess Alps, CEO Thinkbox, looks at the evidence for the effectiveness of today’s TV, from the theories and experiments of neuroscience, to the realities of TV viewing and hard business results.
  • A great story
    Graham Fink, Creative Director of M&C Saatchi gave a passionate talk with a call for the industry to raise the creative bar. He illustrated his talk with a reel of outstanding TV ad examples from across the years. You can watch the great ads he referred to here
  • As good as it’s always been – the story of Hovis
    Jon Goldstone, Marketing Director of Premier Foods and Danny Brooke-Taylor Creative Director of MCBD talk to Lindsey Clay, Thinkbox’s Marketing Director about Hovis’ brilliant ‘Go on, lad!’ If you want to find out more about the strategy; creative idea; how it was sold in and made; and how this TV ad helped reverse the brand’s long-term sales decline, then you can do all this by watching this filmed session from “Creativity – the new effectiveness”.
  • It’s TV, Jim, but not as we know it
    People are now watching Shameless with a sarnie at work, The Wire on their Wii and Britain’s Got Talent on the bus on their Blackberry. How do these new on-demand platforms for TV affect linear broadcast TV and how can brands be part of this trend? David Brennan, Research and Strategy Director of Thinkbox, explores these issues using some of our recent studies, such as Me-TV: the Future of On-demand, and round-up all the latest creative opportunities. You can view his slides here
  • We’re all digital now
    In this filmed session from our “Creativity: TV’s new effectiveness” event, Tess Alps, CEO Thinkbox, chairs a debate with Kate Stanners, Creative Partner of Saatchi & Saatchi and Flo Heiss, Creative Partner of Dare. They take us behind the scenes of the innovative T-Mobile, Whopper and Johnny X campaigns and discuss how creativity and effectiveness might change because of new TV technologies, and what creative people should be trying out right now.

Creativity: TV’s new effectiveness

This free half-day event, was held on Thursday 2nd July 2009 at the Soho Hotel, debated the fundamental topics of TV creativity and effectiveness in the light of new media developments and the recession. A fantastic line-up of speakers included Graham Fink of M&C Saatchi, Jon Goldstone, Marketing Director of Premier Foods, Danny Brooke-Taylor, Creative Director of MCBD, Kate Stanners, Creative Partner of Saatchi & Saatchi and Flo Heiss, Creative Partner of Dare.

Viewing of the slides that were presented on the day are completely unrestricted.

Just click on the speaker below to have a look at their slides.

However, you will need to log in to download them.

Associated content

The Thinkboxes
The thinkboxes are the first awards to celebrate the UK's world-beating TV ad creativity, in all its forms, at regular way-points throughout the year. Created in association with Haymarket Brand Media (Campaign, Marketing and Brand Republic), these bi-monthly awards are judged by the Thinkbox Creative Academy; made up of over 200 advertising luminaries with Simon Clift of Unilever and Leon Jaume of WCRS as joint Academy Presidents.

Login