TedxKEA 2015

Pictures from TedxKEA 2015. For TEDxKEA 2015 articles, click here

Speakers: Christian Stadil, Selina Juul, Eske Willerslev, Jan Gehl, Anja Cetti Andersen, Vigga Svensson, Sophie Trelles Tvede, Mathias Lundø Nielsen, Simon Prahm, Khaterah Parwani, Rob Scotland, Sune Urth

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Denmark’s First University TEDx Inspires & Educates

Original Article for The Local Denmark, available here

 

Skærmbillede 2014-12-19 kl. 21.56.24
Technology, Entertainment, Design; TED – an acronym that many readers are no doubt familiar with. Founded in 1984, the TED brand operates on the maxim “ideas worth sharing” and usually consists of elaborate, well -prepared talks that are often filmed and unleashed to an eager online public. A powerful communication platform, it has branched off into numerous worldwide franchises operating under the TEDx banner, with the “X” denoting events that fit under the TED umbrella but are independently organized.
Paradigm shifts
TEDx KEA, Scandinavia’s first ever university TEDx franchise, brought a wave of inspiration and knowledge to the city on Thursday at the Nørrebro campus of the Copenhagen School of Design and Technology (KEA).
Featuring a main event at the adjacent Empire cinema and a live stream inside the campus (and to a worldwide audience) TEDx KEA ‘Emerge’ aimed to unite businesses and local leaders in the fight for a better tomorrow, provoked and emboldened by the up and coming talent of our generation.
Within this frame, speakers ranging from industry heavyweights such as author and serial entrepreneur Lars Tvede to Syrian refugee and women’s rights activist Noura Bittar Søborg gave TED talks that touched on a broad spectrum of topics. The latter received a standing ovation at the end of a compelling talk that told the epic tale of a struggle against violence in a war-torn nation, proposing a change to the status quo with verve and indefatigable emotion.
Others took a less serious, albeit compelling form – as was the case with sports marketing guru Stefan Pflug, who decried the short attention spans of internet-based information consumption. From fashion psychology (Manou Messman) to the need for a better understanding of social entrepreneurship (Lars Hulgård), each of the ten talks given during the course of the day told a personal story that merged with a call to arms within various subject material, asking questions of the manner in which we as a society operate.
More to come
For franchise holder Doug Costello and a massive crew involved in everything from speaker scouting to live stream recording and rhetorical training, the day represented the culmination of many months of hard work and a learning experience for future events of the same kind under the TEDx KEA banner.
The ten talks from the day will be edited and put online at some point, in itself a demanding task, but one that prolongs its longevity as a source of knowledge and inspiration for years to come.

Read Through This For More Than Six Seconds

Original article written for TEDxKea, available here: http://tedxkea.com/altering-digital-consumption-paradigm/

Skærmbillede 2014-10-24 kl. 01.38.09

Illustration : Dovile Montvydaite

 

Sports fan, brand activation manager and digital marketing ace Stefan Pflug is of the impression that ”When you offer fans something they truly consider valuable, you earn commercial airtime.”

This should be relatively straightforward. After all, businesses tailoring their products and services to the tastes of their customers is nothing new, and is especially evident in the digital age of the limitless possibilities of customer-advertiser interactions. Within this epoch, features such as site analytics and search engine optimisation functions allow advertisers to form a realistic frame of the nature of their consumers and their behavioral traits. Within the frames of this digital abundance, it would seem that possibilities are seemingly endless for consumers and producers of content alike.

Denmark is among the top five countries with the highest number of broadband users per capita, according to statistics from the World Bank. 90 % of our citizens are classified as “active internet users”. We are a connected country, to say the least.

But there is something missing in this world wide web of connectedness. “Nowadays, people consume digitally for six seconds before moving on […] This is not healthy, not for the consumer, nor for the advertiser,” remarks Simon Pflug. From our own lives as students and young, throbbing hearts in a pulsating city, we can all draw parallels with this statement. Yes, it is true that we are surrounded by a wide range of media through which to express ourselves and to access content – Facebook, Twitter, Snapchat, LinkedIn, RSS feeds, etc. are all examples of this. Hardly a day goes by without the development and launch of a new mobile application that changes the manner in which we view and consume information.

We are merely a click away from being able to trigger online actions that reflect who we are and the way we think as consumers. Clicktivism is but one example of this: the act or habit of using the Internet as a primary means of influencing public opinion on matters of politics, religion or other social concerns has become a widespread norm of the digitally native society.

However, with the flood of such platforms comes inundation with little immersion. Hyperchoice is the buzzword that the marketing lingo has chosen to brand this phenomenon – a condition where the large number of available options forces us to make repeated choices that may drain psychological energy and diminish our abilities to make smart decisions. Whilst the implications of hyperchoice areyet to be properly and documented, one can suggest that too much of a good thing is not always positive. For instance, one critique of clicktivism could be that a lot of it is purely symbolic – “Liking” brands, causes and affiliations on social media is a virtual version of a truth that does not necessarily reflect a social reality. The web is littered with virtual manifestations of this sort – whether they are apparent in Facebook likes or in the six-second attention span theory that Stefan Pflug refers to. There is little sustainability within a frame of digital consumption of this sort – for advertisers and consumers alike, and this needs to change.

We need a new consumption paradigm. It is important that we look into why the attention spans of digital natives on their web pilgrimages are as brief and as short-term as they are. Can we forge better links between content and those accessing it? All of this, and more, will be discussed at TEDxKEA’s EMERGE event on December 11th, where you will witness TED talks that will both captivate, entertain and get you to pose critical questions regarding your views on digital media.

Speaker Announcment : Stefan Pflug

Original article written for TEDxKEA, available here :  http://tedxkea.com/speaker-announcement-stefan-pflug/

Skærmbillede 2014-10-20 kl. 22.49.31

Speaker Announcement: Stefan Pflug

We live in a world of unprecedented connectivity. As the next generation of digital natives rises to the challenges of digital consumerism and presence, there are countless possibilities for both advertisers and society alike. But perhaps this in itself is problematic.

Meet Stefan Pflug, an extraordinarily impassioned sports marketing manager who has risen through the ranks of the industry like a hot knife through butter. Still only in his late twenties, Stefan currently manages the sponsorship portfolio of Unibet and has an enviable track record within digital marketing, spanning successful stints with companies like telecommunications giant “3” and “Tvguide.dk.”

His talent for activating consumers via digital platforms has earned him various awards, including that of “industry rising star” from Partnership Activation, and the prize for the strongest mobile platform in the Danish football league, Superligaen.

But there is more to Stefan Pflug than an impressive resume and a beaming smile. At the heart of his ethos as a professional within an increasingly important digital age lies a deep-seeded passion for what he does, a passion that burns through every aspect of his life. As a former college American football player who had to retreat from the sport due to an unfortunate series of injuries, Stefan is well aware of the power of passion (and of having to fight hard in life).

Similarly, Stefan is aware of the challenges that the information overload of the digital age poses: “Fans follow their team on a million different platforms and micro moments online are obliterating the original experience […] Watching sports used to be a uniting experience that you would enjoy with your buddies, but now we are more interested in high-speed updates on our mobile phones – instead of actually watching the game! […] This is not healthy for the consumer nor advertisers […] We need to go back to the core experience and find out what we as viewers are triggered by” he says.

Essentially, these sensory bombardments across varied digital platforms are challenging the way in which we consume sports and interact with each other.

The micro moment paradigm that Stefan is so strongly against is but one area that needs to be addressed, not merely in fields such as sports marketing, but also in the broader narrative of the way advertisers view their consumers. Stefan believes that our attention spans can last more than six seconds and we therefore should aim for more quality over quantity when it comes to the manner in which we interact with content and vice-versa.

The answers to the challenges of the digital age are not set in stone. However, a critical view of the way we consume is needed.

Prepare yourselves for a TED talk by a young man with limitless drive that will both challenge and inspire the way you view digital media!

 

Fact file:

2008 – 2010: Portal composer / project manager, 3
June 2011 – November 2011 : Media consultant, Tvguide.dk ltd
2011 – present: Marketing co-ordinator, Unibet
July 2013: Award received for “Industry Rising Star,” Partnership Activation inc
June 2014: Nominated for “Best Social Marketing Campaign,”  eGR Operator Marketing & Innovation Awards
2014: Brand activation manager, Unibet
July 2014: Award received for “Strongest Mobile Platform in Denmark,” Superligaen A / S