Stories and the loop
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The document outlines the backgrounds of key personnel at ETIO, emphasizing their experience in documentary filmmaking, production, and public relations. It discusses the importance of historical context in understanding brand content and social media, referencing influential figures like John Grierson and Dziga Vertov. Recommendations for engaging audiences through relevant storytelling and innovative advertising strategies are provided, alongside case studies of successful campaigns.
Stories and the loop
- 1. Stories & The Loop 14th September 2010 www.etio.co.uk
- 3. Who we are Ashley Pollak - Founder/Creative Director Ashley was a student at the prestigious Screen Academy Scotland, and studied Documentary film making, he then went on to have a successful career in advertising & strategy for both agencies and clients alike. Ashley has worked for some of the largest UK and global brands including Marks & Spencer, P&G, The BBC, Barclays Capital, Panasonic, Novo Nordisk and Emap. Megan Price - Production Director Megan has worked as a successful television Producer and Director on a diverse range of programmes such as Horizon, Crimewatch, Live at the Apollo, & The Paul O’Grady Show. She has produced video campaigns for The New York Times, Help The Aged, M&S, The Church of England and Diva Magazine. Megan has a degree in Economics from The University of Edinburgh. Rebecca Perfect - Account Director Rebecca has had a successful career as a PR professional working on a variety of brands such as FremantleMedia, Sony, Aeroflot, Nissan, Phillips and Habanos Cigars. She has a Masters in Marketing from The Birmingham Business School and is also a working actor and presenter.
- 4. So why are you here to listen to us? www.etio.co.uk
- 5. Overview ✤ All of you use facebook, twitter, linked in, flickr, you tube and four square ✤ There is no point in analysing what you already know ✤ Look at history to understand origins of brand content and social media ✤ Apply lessons learnt to current challenges www.etio.co.uk
- 6. John Grierson Rockerfeller Fellowship - “Psychology of Propaganda” Father of documentary
- 7. ‘Documentary’ ✤ A creative treatment of actuality ✤ Moving pictures playing a key role in the democratic process ✤ A form of social and political communication. ✤ A mechanism for social reform and education. www.etio.co.uk
- 8. Dziga Vertov Experimental pioneer Capturing reality Regarded drama as “the opiate of the masses” Further the communist cause
- 9. Kino Pravda “Film Truth” The Agit Prop trains
- 10. Man with the Movie Camera 1929
- 11. Man with the Movie Camera www.etio.co.uk
- 12. Empire Marketing Board "The elect have their duty. I look on cinema as a pulpit, and use it as a propagandist." EMB - government agency Promote British world trade and unity Grierson sets up it first Film Unit
- 14. Night Mail 1936 30 minute film shown in cinemas Post train between London and Edinburgh dir - Basil Wright music - Benjamin Britten poetry - WH Auden
- 15. Night Mail www.etio.co.uk
- 16. Effectiveness www.etio.co.uk
- 17. Effectiveness Mythical status in British Cinema Saved the Post Office from Privatisation Improved morale Launched the British Documentary Movement
- 20. Norbert Weiner Famous mathematics child prodigy
- 21. Cybernetics & Feedback loops “The Art of Steering” Basis behind social media - Facebook
- 22. Feedback Loops Date www.etio.co.uk
- 24. Snow Geoffrey Jones 1963 “The Big Freeze”
- 25. Snow www.etio.co.uk
- 26. Effectiveness Academy Award 7 film festivals Global audience Funded by a brand
- 29. Howard Gossage Applying feedback loops to advertising
- 30. Eagle Shirts one ad at a time - see response
- 31. Effectiveness A book - The Postman Hardly Ever Rings 11,342 times Irish Whisky campaign An ad that started the modern environmental movement
- 32. How is this relevant? Date www.etio.co.uk
- 33. In summary ✤ Grierson - The start of ‘documentary’ - originally based in marketing ✤ Vertov - Film truth - revealing real stories ✤ Weiner - Feedback loops - the start of the theory behind social media ✤ Jones - Can a piece of brand content win an Oscar? ✤ Gossage - Applying the loop to a social, interactive form of advertising www.etio.co.uk
- 34. How do we apply those learnings today? Date www.etio.co.uk
- 35. Recommendations 1 ✤ Social media world ✤ Increasing viewership of online video ✤ Computers becoming tvs ✤ Content not broadcast ✤ How to optimise? www.etio.co.uk
- 36. Recommendations 2 ✤ How to engage ‘audiences’ on a deeper level? ✤ Thankfully the answer is quite simple ✤ Brands as content creators ✤ Working with advertising to reinforce brand campaigns www.etio.co.uk
- 37. Create videos that engage an audience with relevant and inspiring stories. www.etio.co.uk
- 38. Case studies Date www.etio.co.uk
- 39. Best Practice: End of the Line “To support the launch of such an important film was an absolute must for Waitrose. With many species on the brink of extinction there has never been a more pressing need to bring this issue to the fore. The End of the Line shows that we can all enjoy fish, but encourages viewers to think more carefully about where their fish is coming from.”
- 40. The End of the Line
- 42. Whopper Virgins
- 43. Thank you for listening Any questions please get in touch: Email - stories@etio.co.uk Phone - 07852 197398 www.etio.co.uk