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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.
    Are you sure you want to
    Your message goes here
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  • 1. WHAT IS HAPPENING TO THE ADVERTISING INDUSTRY? @Ezra802 Digitas [email_address] Created for Howard University October 18, 2010
  • 2.  
  • 3. NOTHING REACHES A SCALE AUDIENCE BETTER THAN TV
  • 4. FROM:
  • 5. TO:
  • 6. THINGS ARE MOVING FASTER THAN EVER BEFORE
  • 7. IN EIGHT DAYS
  • 8. TROPICANA - 46 DAYS NEW COKE - 78 DAYS
  • 9. YOUR BRAND IS ALWAYS ON
  • 10. CONSUMERS DON’T THINK DIGITAL IS DIFFERENT. NEITHER SHOULD YOU
  • 11. EMBRACE CONNECTED CONSUMERS
  • 12. 2009 Razorfish Feed report – www.feed.razorfish.com
  • 13. 2009 Razorfish Feed report – www.feed.razorfish.com
  • 14. CREATE EXPERIENCES WORTH SHARING
  • 15. KNOW YOUR COMMUNITY Via Mike Arauz
  • 16. UNDERSTAND THEIR DESIRES Via Mike Arauz
  • 17. GIVE THEM THE TOOLS TO SHARE THE EXPERIENCE Via Mike Arauz
  • 18. WHAT THIS MEANS FOR YOU
  • 19. DEVELOP NEW SKILLS Via Francois Groullier
  • 20.
    • DEVELOP
    • NEW
    • SKILLS
    • BE MULTIFACETED
    Via Francois Groullier
  • 21.
    • DEVELOP
    • NEW
    • SKILLS
    • BE MULTIFACETED
    • GET YOUR HANDS DIRTY
    Via Francois Groullier
  • 22.
    • DEVELOP
    • NEW
    • SKILLS
    • BE MULTIFACETED
    • GET YOUR HANDS DIRTY
    • BE STORYTELLERS
  • 23. “ 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
  • 24. ASK NEW QUESTIONS
  • 25.
    • ASK NEW QUESTIONS
    • WHAT’S THE REAL PROBLEM?
    Via Gareth Kay
  • 26.
    • ASK NEW QUESTIONS
    • WHAT’S THE REAL PROBLEM?
    • WHO IS THIS AMONG?
    Via Gareth Kay
  • 27.
    • ASK NEW QUESTIONS
    • WHAT’S THE REAL PROBLEM?
    • WHO IS THIS AMONG?
    • HOW MIGHT WE BEST APPROACH SOLVING THIS?
    Via Gareth Kay
  • 28.
    • 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
  • 29.
    • 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
  • 30.
    • 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
  • 31. HAVE A POINT OF VIEW
  • 32. “ If I’d asked my customers what they wanted, they would have said a faster horse . ” - Henry Ford