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What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
What is happening to the advertising industry?
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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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Transcript

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

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