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What is happening to the advertising industry?

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This is a presentation I gave to an "Intro to Advertising" class at Howard University on October 18th, 2010. ...

This is a presentation I gave to an "Intro to Advertising" class at Howard University on October 18th, 2010.

I borrowed style elements and content from Dave Nottoli , Francois Grouiller (http://slidesha.re/ajAPZY), Gareth Kay (http://slidesha.re/dwfOPU) and Mike Arauz (http://slidesha.re/bALR9v) who are all planning/strategy rock stars. I also grabbed some slides from this year's Razorfish Feed report (http://feed.razorfish.com/), which is always a source of inspiration.

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  • This is a presentation I gave to an 'Intro to Advertising' class at Howard University on October 18th, 2010.

    I borrowed style elements and content from Dave Nottoli , Francois Grouiller (http://slidesha.re/ajAPZY), Gareth Kay (http://slidesha.re/dwfOPU) and Mike Arauz (http://slidesha.re/bALR9v) who are all planning/strategy rock stars. I also grabbed some slides from this year's Razorfish Feed report (http://feed.razorfish.com/), which is always a source of inspiration.
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What is happening to the advertising industry? What is happening to the advertising industry? Presentation Transcript

  • WHAT IS HAPPENING TO THE ADVERTISING INDUSTRY? @Ezra802 Digitas [email_address] Created for Howard University October 18, 2010
  •  
  • NOTHING REACHES A SCALE AUDIENCE BETTER THAN TV
  • FROM:
  • TO:
  • THINGS ARE MOVING FASTER THAN EVER BEFORE
  • IN EIGHT DAYS
  • TROPICANA - 46 DAYS NEW COKE - 78 DAYS
  • YOUR BRAND IS ALWAYS ON
  • CONSUMERS DON’T THINK DIGITAL IS DIFFERENT. NEITHER SHOULD YOU
  • EMBRACE CONNECTED CONSUMERS
  • 2009 Razorfish Feed report – www.feed.razorfish.com
  • 2009 Razorfish Feed report – www.feed.razorfish.com
  • CREATE EXPERIENCES WORTH SHARING
  • KNOW YOUR COMMUNITY Via Mike Arauz
  • UNDERSTAND THEIR DESIRES Via Mike Arauz
  • GIVE THEM THE TOOLS TO SHARE THE EXPERIENCE Via Mike Arauz
  • WHAT THIS MEANS FOR YOU
  • DEVELOP NEW SKILLS Via Francois Groullier
    • DEVELOP
    • NEW
    • SKILLS
    • BE MULTIFACETED
    Via Francois Groullier
    • DEVELOP
    • NEW
    • SKILLS
    • BE MULTIFACETED
    • GET YOUR HANDS DIRTY
    Via Francois Groullier
    • DEVELOP
    • NEW
    • SKILLS
    • BE MULTIFACETED
    • GET YOUR HANDS DIRTY
    • BE STORYTELLERS
  • “ A human being should be able to change a diaper, plan an invasion , butcher a hog, conn a ship, design a building, write a sonnet , balance accounts, build a wall, set a bone, comfort the dying, take orders , give orders, cooperate, act alone, solve equations , analyze a new problem, pitch manure, program a computer , cook a tasty meal, fight efficiently, die gallantly . Specialization is for insects.” - Robert A. Heinlein Via Francois Groullier
  • ASK NEW QUESTIONS
    • ASK NEW QUESTIONS
    • WHAT’S THE REAL PROBLEM?
    Via Gareth Kay
    • ASK NEW QUESTIONS
    • WHAT’S THE REAL PROBLEM?
    • WHO IS THIS AMONG?
    Via Gareth Kay
    • ASK NEW QUESTIONS
    • WHAT’S THE REAL PROBLEM?
    • WHO IS THIS AMONG?
    • HOW MIGHT WE BEST APPROACH SOLVING THIS?
    Via Gareth Kay
    • ASK NEW QUESTIONS
    • WHAT’S THE REAL PROBLEM?
    • WHO IS THIS AMONG?
    • HOW MIGHT WE BEST APPROACH SOLVING THIS?
    • WHY MIGHT THEY TALK ABOUT THIS IDEA?
    Via Gareth Kay
    • ASK NEW QUESTIONS
    • WHAT’S THE REAL PROBLEM?
    • WHO IS THIS AMONG?
    • HOW MIGHT WE BEST APPROACH SOLVING THIS?
    • WHY MIGHT THEY TALK ABOUT THIS IDEA?
    • HOW DO THEY GET INVOLVED?
    Via Gareth Kay
    • ASK NEW QUESTIONS
    • WHAT’S THE REAL PROBLEM?
    • WHO IS THIS AMONG?
    • HOW MIGHT WE BEST APPROACH SOLVING THIS?
    • WHY MIGHT THEY TALK ABOUT THIS IDEA?
    • HOW DO THEY GET INVOLVED?
    • WHAT KEEPS THE CONVERSATION GOING?
    Via Gareth Kay
  • HAVE A POINT OF VIEW
  • “ If I’d asked my customers what they wanted, they would have said a faster horse . ” - Henry Ford