Branding strategies
in an ever changing
digital world..
David Pugh-Jones
Creative Strategist EMEA, Microsoft Advertising
Seismic Shift
Content, Advertiser & Consumer
Passive Engaged>
Interrupt Relevant>
Mass Targeted>
Broadcast Interactive>
30...
“Time isbeing created
that didn‟t exist before.”
- farfar, Stockholm, Sweden
Where I want it,
When I want it, How I want it.
Publisher Control
Consumer Control
‘If you talked to
consumers the way
advertising talked to
consumers, they’d
punch you in the face’
Hugh Macleod, gapingvoi...
Attract
Engage
Excite
The Essence of True Creative Marketing
How do we bring advertising to life?
Creativity is the key to..
...consumer engagement
‘The trade of advertising
is now so near perfection
that it is not easy to
propose any improvement’
Samuel Johnson, 1759
The world‟s longest ad!?
Use Brand Advocates
IM: talktofrankbot@hotmail.co.uk
The results so far..
500,000 people have added FRANK
to their buddy list
Over 3 million c...
„Entertain Me‟ Advertising
Exclusivity
For Mums, By Mums, About Mums
http://kirill.uk.msn.com/
Leveraging their network99% of web sites are
not socially enabled
„Tell me and I‟ll forget.
Show me and I might remember.
Involve me and I will understand‟
Benjamin Franklin
Every brand is unique
Everyone is Creative!
If you‟re not you can‟t work here
The Power of Brand Advocates
Using Brand Advocates
Take the Plunge..
Real vs Virtual World
Tom Clancy’s Rainbow Six Vegas
Can we predict the future?
When a TV spot airs,
half the audience
leaves the room.
Another 35% change
the channel.
When a magazine ad
appears, most j...
The evolution of the www.
Microsoft
Is this the year of Mobile?!Every year is the year of Mobile!
„We always overestimate the change that will occur in the
the change that will occur in the next ten‟
next two years and u...
Next Generation Behavioural Advertising
Immersive Digital Video Content
Virtual EarthVirtual Earth 3D
Virtual Earth with Deep Zoom Technology
Darwin‟s Digital Evolution
this will change forever the way you think about digital photos..
Picture the Future
Photosynth
‘When the total brandscape is
evolving so fast, brands that are
sitting still risk looking out of touch
and out of energy....
I can‟t afford to take risks
‘The biggest risk of all is
to do nothing and
continue to follow the
paths of the past’
- Dav...
Talk doesn’t cook rice
(Old Chinese Proverb)
The digital era’s creative
possibilities are endless..
© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be...
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN
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Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

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Oι νέες τεχνολογίες και τα ψηφιακά μέσα και κανάλια απελευθερώνουν τη δημιουργικότητα και μπορούν να συμβάλλουν αποτελεσματικά στο χτίσιμο ενος ισχυρού brand, που διασκεδάζει, φέρνει σε επικοινωνία, προκαλεί το διάλογο, ενθαρύνει τη συμμετοχή, και τελικά δημιουργεί μια μοναδική εμπειρία στον καταναλωτή.

Στην κεντρική παρουσίαση του συνεδρίου, ο κ. David Pugh-Jones, Creative Strategist και evangelist της MSN Advertising Solutions θα εστιάσει στην ψηφιακή δημιουργικότητα και την εξέλιξη των online διαφημιστικών ευκαιριών σήμερα και στο μέλλον, εξηγώντας γιατί τα brands οφείλουν σε διαρκή βάση να αναθεωρούν τον τρόπο που επικοινωνούν και αγγίζουν τους καταναλωτές.

Στην παρουσίαση θα γίνει επίδειξη rich interactive εφαρμογών με παραδείγματα του πως πελάτες, agencies και δημιουργικοί μεταφέρουν το innovation και τη δημιουργικότητα σε ενα νέο επίπεδο. Επιδείξεις καινούριων, συναρπαστικών τεχνολογιών παράλληλα με διαφημιστικές εξελίξεις στο mobile, το gaming και την επόμενη γενιά online video περιεχομένου.

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Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

  1. Branding strategies in an ever changing digital world.. David Pugh-Jones Creative Strategist EMEA, Microsoft Advertising
  2. Seismic Shift Content, Advertiser & Consumer Passive Engaged> Interrupt Relevant> Mass Targeted> Broadcast Interactive> 30 Seconds Extended time> Advertiser Control Consumer Control> Publisher Timetable My Timetable> Single platform Multiple Media Platforms>
  3. “Time isbeing created that didn‟t exist before.” - farfar, Stockholm, Sweden
  4. Where I want it, When I want it, How I want it.
  5. Publisher Control
  6. Consumer Control
  7. ‘If you talked to consumers the way advertising talked to consumers, they’d punch you in the face’ Hugh Macleod, gapingvoid.com
  8. Attract Engage Excite The Essence of True Creative Marketing
  9. How do we bring advertising to life?
  10. Creativity is the key to.. ...consumer engagement
  11. ‘The trade of advertising is now so near perfection that it is not easy to propose any improvement’ Samuel Johnson, 1759
  12. The world‟s longest ad!?
  13. Use Brand Advocates
  14. IM: talktofrankbot@hotmail.co.uk The results so far.. 500,000 people have added FRANK to their buddy list Over 3 million conversations and 35 million individual questions Lasting five minutes on average The Agent is accessible 24 hours a day, seven days a week.
  15. „Entertain Me‟ Advertising
  16. Exclusivity
  17. For Mums, By Mums, About Mums
  18. http://kirill.uk.msn.com/
  19. Leveraging their network99% of web sites are not socially enabled
  20. „Tell me and I‟ll forget. Show me and I might remember. Involve me and I will understand‟ Benjamin Franklin
  21. Every brand is unique
  22. Everyone is Creative! If you‟re not you can‟t work here
  23. The Power of Brand Advocates
  24. Using Brand Advocates
  25. Take the Plunge..
  26. Real vs Virtual World
  27. Tom Clancy’s Rainbow Six Vegas
  28. Can we predict the future?
  29. When a TV spot airs, half the audience leaves the room. Another 35% change the channel. When a magazine ad appears, most just turn the page. PVR Owners delete 88% of all commercials. Most web banners have less than 1% click thru. At 65mph, most billboards are never read. Brand Engagement is paramount to survival
  30. The evolution of the www.
  31. Microsoft Is this the year of Mobile?!Every year is the year of Mobile!
  32. „We always overestimate the change that will occur in the the change that will occur in the next ten‟ next two years and underestimate ‘Brand-Headed’
  33. Next Generation Behavioural Advertising
  34. Immersive Digital Video Content
  35. Virtual EarthVirtual Earth 3D
  36. Virtual Earth with Deep Zoom Technology
  37. Darwin‟s Digital Evolution
  38. this will change forever the way you think about digital photos.. Picture the Future Photosynth
  39. ‘When the total brandscape is evolving so fast, brands that are sitting still risk looking out of touch and out of energy. For most brands whether in technology, media or entertainment slow is dangerous’ Next Now: Trends for the Future 2007 Marian Salzman & Ira Matathia
  40. I can‟t afford to take risks ‘The biggest risk of all is to do nothing and continue to follow the paths of the past’ - David Pugh-Jones, I just said it!
  41. Talk doesn’t cook rice (Old Chinese Proverb)
  42. The digital era’s creative possibilities are endless..
  43. © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. dpughj@microsoft.com http://advertising.microsoft.com/europe

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