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Mumbrella360 video: Life begins at the end of your comfort zone

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.

Simon Williams, national head of strategy and product at Columbus discusses how to activate and energise your teams, how to think outside the square, how to use your company’s strengths and your own imagination to innovate, entertain, win and keep business. And why you should write-off 10% of annual spend on mistakes, trials, adaptations and change in order to remain competitive.

Timeline:
  • 0:00 Introduction: my first job was to disrupt the media landscape
  • 2:30 Since 2000 52% of Fortune 500 companies are either bankrupt or cease to exist
  • 3:30 BitCoins, Airbnb, Uber: businesses built from disruption
  • 4:00 Eclipsing and disruption
  • 5:00 130 years to build the music industry; 6 years since apps to eclipse
  • 9:00 Rachel Botsman’s “collaborative economy”
  • 10:00 Automation, dematerialisation and trying new things
  • 12:00 Draw the person next to you (audience exercise)
  • 14:00 Challenge your comfort zone: too much self-control can kill creativity
  • 16:58 Reinvent strategy for digitally disrupted moments that matter: the 1-2-3 rule
  • 21:00 Why do people do what they do? What makes us ‘us’?
  • 25:00 Rational vs highly emotional viewers
  • 26:50 A brand is a memory
  • 27:00 Your brain and Jennifer Aniston
  • 30:00 Don’t try to solve business problems with advertising-shaped solutions
  • 31:00 Mr Kipling and the flour conundrum (JWT)
  • 31:55 Customer service is not a department it’s an attitude
  • 33:00 Truth is our client
  • 33:58 Taking the piss out of advertising (Kellogg’s Special K parody video)
  • 35:25 Bodyform customer complaint Facebook letter & Carat’s ground-breaking response (video)
  • 39:00 Accept that you should show your client work when it’s not 100% “finished”
  • 40:00 Allow 10% spend to “go down the toilet” – trying new things and adapting to change
  • 46:00 Presentation ends
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