Make things people want > Make people want things
A genuinely new way of working with brands and people to keep them alive.
Thursday 19th June
08:30 to 10:00
The Merrion Hotel, Upper Merrion Street, Dublin 2
Free of charge to IAPI member employees.
Shifts in comms brought about by digital and globalisation have obliged brand owners to think more than ever about what their brand is worth.The main responses from brand owners have been to look at additional data inputs from new media sources, but this reliance on data doesn’t always help brands to refresh themselves and to continue to command a premium. Larger questions about the real human (and economic) value of your brand, and its relative contribution to the quality of life of consumers, still remain.
Creative, media, and digital agencies have seen their power to shape brands reduced in this new digital age. Many brand owners are searching for something ‘different’ without always being able to articulate what that difference might be.
We are delighted to welcome John Willshire, founder of Smithery, a rising London innovation agency. John’s maxim of ‘make things people want > make people want things’ encapsulates a genuinely new way of working with brands and people to keep them alive. In this session, John will talk about his approach and how it relates to brand owners’ everyday work. The Q&A will be chaired by Kenneth McKenzie, Strategic Planning Director, Publicis Dublin.
John Willshire founded Smithery to help companies making things people want rather than making people want things. He helps companies and agencies with strategy and structure, ideas and implementation, words and pictures, community, communications, and the creation of ground-breaking ideas. It’s about marketing that starts at the factory gate on the way in, not the way out.
So far Smithery has helped the likes of Carlsberg, The Huffington Post, Royal Mail, Samsung, Google, Channel 4 and Skype.
The first Smithery in-house product is Artefact cards, which are blank playing cards for designing better ideas faster. They’ve been covered by the Financial Times and Maria Popova’s Brainpickings.
John regularly speaks quite quickly in a Scottish accent at conferences and gatherings around the world. Prior to founding Smithery, John spend seven years at PHD Media in London, as Head of Innovation and as Chief Innovations Officer.
‘John is the single most creatively fertile person I have met in the last five years’
Adam Moran, Eat Big Fish
‘Thinking without doing is as pointless as doing without thinking. John is one of the best of a new breed of strategists who actually do things. I learn a lot from him every time we collaborate’
Mark Earls, HERD