The Audience Is Always Right

THE WHY AND HOW OF MEDIA ARTS HOW PEOPLE'S BEHAVIOUR CHANGE THE WAY BRANDS WILL DO MARKETING T BWA

THE CHANGE IN PEOPLE’S BEHAVIOUR WHAT CANGES FOR BRANDS WHAT BRANDS SHOULD DO A NEW APPROACH CHANGE TO MEDIA ARTS

“We are at the beginning of the most exciting time the advertising business has ever seen. While lots of people are talking about the challenge of the multi-media future, I believe it is the biggest opportunity for creative minds since the ‘60’s.” Lee Clow, Director of Media Arts, TBWA Worldwide

THE CHANGE IN PEOPLE’S BEHAVIOUR

IT STARTED WITH DIGITALIZATION AND NETWORKING OF DEVICES, CHANNELS, PRODUCTION AND CONTENT.

THIS CHANGE IN TECHNOLOGY LED TO A CHANGE IN HOW PEOPLE USE MEDIA. whatever USE whenever wherever

MORE IMPORTANTLY THIS CHANGE ENABLED THE PEOPLE TO MAKE MEDIA. whatever MAKE whenever wherever

A NEW MOBILE-GAME-SOCIAL-MEDIA-UNIVERSE IS ON THE RISE WHILE OLD-BIG-MEDIA-WORLD STRUGGLES.

BUT THE OLD MEDIA WORLD WILL NOT DIE. IT WILL JUST SHRINK AND NEW MEDIA WILL BECOME EQUAL. “As long as there are sofas there’ll be TV.” Rupert Murdoch, Global Media Entrepreneur

“We will see neutral evaluation of all media formats. There is no primary role for linear TV any more.” “The end of advertising as we know it”, IBM Corp., 2007

“Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it‘s the people who are in control.” Rupert Murdoch, Global Media Entrepreneur

NOW THE PEOPLE CAN (AND MUST) CHOOSE THE WHAT, WHEN AND WHERE.

NOW PEOPLE HAVE THE POWER TO PRODUCE, DUPLICATE AND DISTRIBUTE THEIR OWN IDEAS.

NOW PEOPLE NO LONGER WAIT AT THE END OF THE LINE FOR SOMETHING TO HAPPEN.

PEOPLE CREATE, REMIX AND WATCH.

PEOPLE SHARE, TALK AND AGGREGATE. Publish Share Discuss Social Networks Lifestream Social Games SOCIAL MEDIA Livecast Virtual Worlds Microblog MMO Source: FredCavazza.net

AND PEOPLE DO ALL THAT FOR, WITH OR AGAINST BRANDS. FOR WITH AGAINST

SO PEOPLE TODAY ARE MORE THAN JUST CONSUMERS. THEY PLAY DIFFERENT, ACTIVE ROLES FOR BRANDS. CONSUMER CONSUMER PRODUCER PARTICIPANT MULTIPLIER COMMUNITY Source: inspired by David Armano “Micro Interactions + Direct Engagement”, 2008

“Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.” A.G. Laﬂey, CEO and Chairman, Procter & Gamble

WHAT CHANGES FOR BRANDS

SINCE THE MASS-MEDIA ERA MOST BRANDS TRIED TO BE LOUDER THAN THEIR COMPETITORS.

BRANDS ARE USED TO BUYING VISIBILITY IN MASS-MEDIA AND REPEATING A MESSAGE TO TARGET GOUPS. BRAND

FOUR CHANGES IN PEOPLE’S MEDIA BEHAVIOUR WILL LEAD TO THIS MODEL INCREASINGLY FAILING TO DELIVER. BRAND

FIRST CHANGE: FRACTAL MEDIA USAGE. Brands have to deal with BRAND people who spend more time with more media in different ways.

TODAY MORE AND MORE MEDIA POSSIBILITIES ARE AVAILABLE. ANALOGUE DIGITAL NETWORKED DIGITAL Personal Video Recorder Digital Radio Flat Screen TVs Networked DVD Players Removable Storage Notebook & Tablet PC IPTV Set-top Box PDAs eBooks Media PC Personal Video Recorder Multi-media Mobile Phones Games Consoles Portable Games Consoles Portable Media Digital Imaging Devices Player MP3 Player

POSSIBILITIES WHICH BROADEN THE MEDIA EXPERIENCE IN TWO INVOLVING DIMENSIONS. RICHNESS INTERACTIVITY

INTER MEDIA VIEW: IN GENERAL THE PEOPLE SPEND MORE TIME WITH MORE MEDIA POSSIBILITIES. Hours per week spend with media (US). Internet 60h Digital TV 40h Analogue TV 20h Games Outdoor Media Digital Radio Analogue Radio Cinema Print 1900 1920 1940 1960 1980 2000 2020 Source: Carat 2008.

BUT PEOPLE SPEND THEIR TIME WITH MEDIA DIFFERENTLY. 700 Minutes per day spend with media (US). 600 Broadcast TV 500 Playback via VCR Console Game DVD or VCR 400 Mobile Web Mobile Texting Mobile Talk 300 Any Landline Instant Messanger Computer Video 200 Email Software Web 100 Magazine Book Newspaper 0 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 Age Source: Video Consumer Mapping Study , AC Nielsen 2009.

SO IN GENERAL PEOPLE’S MEDIA-PREFERENCES BECOME MORE FRACTAL. Minutes per day spend with media (US). 30 Any Landline DVD or VCR 30 20 Console Games Mobile Talk 20 10 Playback via DVR 10 Mobile Web Mobile Texting age 20 30 40 50 60 70 80 Web 60 40 Software 30 40 Email 20 20 Books Instant Messenger Newspaper 10 Computer Video Magazine age 20 30 40 50 60 70 80 Source: Video Consumer Mapping Study , AC Nielsen 2009.

INTRA MEDIA VIEW: WITH THE GROWING OPTIONS WITHIN A CERTAIN MEDIUM... Average TV channels (in US Homes) 100 75 50 25 1940 1990 2000 2006 2008 Source: The Nielsen Company

... THE TIMESPENT PER CHOICE DROPS. 60 hrs 14 hrs Weekly Television Usage (US) Weekly set usage 10 hrs 40 hrs Weekly time per channel 6 hrs 20 hrs 2 hrs 1950 1960 1970 1980 1990 2000 2005 Sources: Media Dynamics and Bear Stearns.

SECOND CHANGE: INDIVIDUAL MEDIA USAGE. Brands have to deal with people who are using media on their BRAND own terms and schedules.

“We don’t want 1000 channels. We want the one we want to watch.” Nicolas Negroponte, MIT Media Lab

PEOPLE DECIDE INDIVIDUALLY ABOUT THE WHEN, WHAT AND HOW OF MEDIA. “People access content on their own schedule, wherever they are, in all kinds of ways.” Leslie Moonves, President and CEO of CBS Corporation. “They will be looking to consume content on their terms, and in forms and shapes and platforms that suit their needs.” Richard Halton, Controller of Business Strategy for the BBC.

WHEN: THERE IS NO LONGER A SET TIME WHEN PEOPLE CONSUME MEDIA - PRIMETIME DROPS. Percentage of U.S. homes tuned to Big Three broadcast networks 50% (ABC, CBS and NBC) in prime time. 40% 30% 20% 1970 1980 1990 2000 2004 Source: Nielsen Media Research.

WHAT: THERE IS LESS ‘BIG CONTENT’ WHICH MOST PEOPLE FIND INTERESTING - BLOCKBUSTERS DROP. Share of audience tuned Number of albums Average quarter hour in to No. 1 TV show. going gold or platinum. share of mainstream rock. 1,000 50% 16 600 30% 14 12 10% 200 ’61 ’71 ’81 ’91 ’01 ’98 ’00 ’02 ’04 Fall ‘98 Fall ‘00 Fall ‘02 Fall ‘04 Source: Nielsen Media Research Source: Recording Industry Association of America Source: Arbitron

HOW: THERE IS FEWER MEDIA THAT MOST PEOPLE PREFER USING – ONE-SIZE-FITS-ALL MEDIA DIVIDES. US Media preferences 2007 “I cannot live without …” 15 – 27 years 41– 54 years 64% 62% 52% 47% 33% 33% 23% 21% 20% 12% 8% 4% Mobile phone PC / Laptop Video games Portable Print Media TV music player Source: NBC New Media Study, USA 2007.

THIRD CHANGE: VOLATILE MEDIA USAGE. BRAND Brands have to deal with people who are using media in spontaneous ways.

REAL-TIME: PEOPLE REPLACE LOTS OF STATIC, SLOW MEDIA WITH DYNAMIC, FAST MEDIA. Where do you get most of your national and international news? 50% Newspaper 30% Internet 10% ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 Source: PEW Internet Report 2008

CONVERGENCE: DRIVES PERMANENT AVAILABILITY AND ACCESSIBILITY OF EVERY KIND OF CONTENT.

MULTI-TASKING: PARALLEL USAGE AND FAST SWITCHING BETWEEN MEDIA BECOMES THE NORM. Frequency of using other media while watching TV (UK) Use other media with TV 80% Use mobile phone 60% Talk on landline / home phone Go on the internet 40% Listen to music on CD / MP3 player / computer Listen to a radio station 20% Play computer games on a games console 16-19 20-24 25-34 35-44 45-54 55-64 65-74 75+ Source: Ofcom Research 2008

FOURTH CHANGE: SELF-DETERMINED MEDIA USAGE. Brands have to deal with people who can avoid or block content they don't BRAND want to spend time with.

PEOPLE TODAY HAVE MORE POSSIBILITIES TO AVOID OR BLOCK ADS AND UNWANTED CONTENT. “I don’t recall seeing any commercials while watching the program.” (American Idol or Desperate Housewives) 60% 40% 20% Non-DVR DVR Recorded Source: OMD Proprietary DVR Study 2006

TV: VIEWING GETS MORE SELECTIVE, TIME-INDEPENDENT AND AD-FREE. DVR and VOD-Enabled Household Penetration in the US, 2005-2010 (% of TV households) 40% Video on Demand: Watch what you want, when you want 30% 20% Digital Video Recording: Record and watch timeshifted, skip ads 10% 2005 2006 2007 2008 2009 2010 Source: emarketer 11/2006

PHONE: BLOCKING OF UNWANTED CALLS MADE POSSIBLE BY GOVERNMENT. The number of Americans registered on the National Do Not Call registry. 150 million 120 million 90 million 60 million 30 million Source: Federal Trade Commission

WEB: POP-UP BLOCKERS ARE STANDARD, AD-FILTERS ARE EASY TO GET AND INSTALL.

EMAIL: SPAM-FILTERS ARE ALSO EASY TO GET AND INSTALL.

SO: MEDIA-COMPLEXITY HAS DISRUPTED THE ABILITY TO EASILY ENFORCE THE ATTENTION OF CONSUMERS. BRAND

ALL THAT HAS LEAD TO A ROI-DECLINE OF TRADITIONAL ADVERTISING BASED ON THE SENDER-RECEIVER MODEL. 1/3 effectiveness of traditional TV advertising in 2010 compared to 1990 Source: Mc Kinsey, 2006

IT MAKES LESS AND LESS ECONOMIC SENSE TO SEND A MESSAGE TO MANY IN THE HOPE OF PERSUADING FEW.

“The traditional marketing model “Safe advertising gets ignored. is being challenged and It’s the beginning of the end for advertisers can foresee a day repetitive advertising.” when it will no longer work.” Jean Marie Dru, Chairman TBWA Worldwide McKinsey Quarterly, 2005 “The ad inventory that has been sold for “In today’s media-rich world, traditional the last 50 years no longer works …” advertising models are breaking down.” Authenticity over Exaggeration: The New Rule John Stratton, CMO, Verizon Wireless, 2006. in Advertising, HBS Working Knowledge, Dez. 2007 “The operating system for marketers is now fundamentally changing. It doesn't matter how big “Telling and selling is dead.” your market share is.” Jim Stengel, Chief Global Marketing Ofﬁcer, Procter & Gamble Seth Godin at Meatball Sunday 2008

WHAT BRANDS SHOULD DO

13 PATHFINDING QUOTES

LET’S START WITH A TRUTH: IN GENERAL PEOPLE DON’T REALLY CARE ABOUT BRANDS. “Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” Prof. Patrick Barwise, London Business School

NEITHER DO PEOPLE REALLY CARE ABOUT ADVERTISING. “People don’t trust ads. People don’t want ads. People don’t need ads. There is no shortage of places to put ads.” Eric Clemens, Professor of Operations and Information Management at The Wharton School of the University of Pennsylvania.

AND TODAY THE LACK OF INTEREST AND ATTENTION GROWS. “There’s a limited amount of attention in the world. If more of it is going to personal, non-commercial, un-advertised media, less of it will go to advertising.” Russel Davies, Strategist & Author

BRANDS MUST CHANGE THEIR VIEW ON MEDIA. “Brands that rely too heavily on mainstream media, or that are not exploring new technologies and connection points, will lose touch.” Jim Stengel, Global Marketing Ofﬁcer, Procter & Gamble

BRANDS SHOULD REMIND THEMSELVES WHAT THE ACTUAL JOB IS. “We’re not in the business of keeping the media companies alive. We‘re in the business of connecting with consumers.” Trevor Edwards, Vice President of Global Brand Management, Nike

TODAY’S POSSIBILITIES TO CONNECT ARE ENDLESS. “Everything a brand does that connects to the consumer is media.” Lee Clow, Director of Media Arts, TBWA Worldwide

BRANDS MUST FIND A DIFFERENT WAY TO OPERATE AND COMMUNICATE. “It is about attracting people in, so they can then pull out the things they want. For this you need a magnet – It is more than quality and more than service, these are assumed, they are the starting point, consumers need an emotional world – Something they can react to – Something they can reject or join.” Robert Jones, “The Big Idea”

STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN. “Every brand today has to think and act like a media company, rather than pushing stuff out there, to instead aim to pull an audience in.” Spencer Baim, Head of Virtue

STOP BORING PEOPLE BY SENDING SIMPLE MESSAGES. “The whole industry is obsessed with the idea of a simple message, endlessly repeated (...) What people actually want is stuff with some complexity, some meat, some richness (...) No-one ever came out of a movie and said I really liked that. It was really clear.” Russel Davies, Strategist & Author

WHAT BRANDS AND AGENCIES SHOULD DELIVER INSTEAD IS CONTENT. “The agency’s job is to create content so valuable and useful that consumers wouldn’t want to live without it (…) content that’s interesting and entertaining enough to invite the consumer.” Jeff Hicks, CEO, Crispin Porter Bogusky

BUT CONTENT ISN’T KING. “Conversation is king. If I sent you to a desert island and gave you the choice of taking your friends or your movies, you'd choose your friends - if you chose the movies, we'd call you a sociopath. Content is just something to talk about.” Cory Doctorow, Sci-Fi Author

BRAND COMMUNICATION MUST INCREASE THE CONVERSATIONAL CAPITAL OF A BRAND. “If it’s not worth talking about, it’s not worth doing.” Andy Sernovitz, Author of “WoM Marketing: How Smart Companies Get People Talking”

IT ALL LEADS TO A NEW MODEL OF BRAND COMMUNICATION. “The old model was informing, persuading and reminding, the new model is demonstrating, involving and empowering.” Mitch Methews, Marketing Chief, Microsoft

IN SHORT: Understand everything as media Attract an audience Produce content Create content with some richness Make stuff worth talking about

HENCE BRAND COMMUNICATION WILL BE MORE CHARACT- ERIZED BY ENTERTAINMENT THAN BY ADVERTISING. Understand everything as media Attract an audience Produce content Create content with some richness Make stuff worth talking about

“We don’t do advertising any more. (...) Advertising is all about achieving awareness, and we no longer need awareness. We need to become part of people's lives (...) Now it’s all about deciding what you want to say and how you're going to say it. There are going to be times when a TV ad is the right way to go, but that’s the exception rather than the rule.” Simon Pestridge, Nike’s UK marketing director “Brands today cannot be sustained by what in the past has been called advertising (…) perhaps the creativity of what we’ll do in the future needs a new name.” Lee Clow, Director of Media Arts, TBWA Worldwide

BRAND COMMUNICATION MUST START FOCUSING ON CREATING BRAND-GRAVITATION. BRAND

BRAND GRAVITATION IS MAINLY DRIVEN BY: If you are VALUABLE, I’m likely to engage with you. MEANING If you are MEANINGFUL, I’m likely to pay attention to you. TRUST VALUE If you are TRUSTWORTHY, I’m likely to connect with you.

SO BRANDS NEED TO GET A DEEP UNDERSTANDING OF WHAT MAKES AN AUDIENCE CONNECT. MEANING? TRUST? VALUE?

PULL YOUR AUDIENCE IN VOLUNTARILY.

DON’T JUST SAY WHAT YOU ARE AND BELIEVE. BEHAVE LIKE WHAT YOU ARE AND BELIEVE.

DON’T TRY TO MANIPULATE. TODAY EVERYBODY KNOWS IT’S MARKETING.

START TO CREATE SOME ENERGY AND LET’S JUST HAVE FUN TOGETHER.

A NEW APPROACH

The following thoughts are guidelines to ensure different creative output – not rigid rules. You cannot follow a masterplan to create something innovative.

START WITH A SIMPLE TRUTH. We can’t treat people just as consumers anymore. People are audiences ﬁrst and audiences expect to be entertained. As people today mash, tune in or ignore what they want, a brand needs to earn the engagement of its audience.

AND LET’S START WITH A SIMPLE QUESTION. Why should the audience spend their time voluntarily with a brand and not with all of the other interesting things they can choose from - anytime, anywhere?

THEREFORE, WE MUST STOP INTERUPTING WHAT THE AUDIENCE IS INTERESTED IN BY SENDING MESSAGES. BRAND AUDIENCE

WE MUST START SEEING MEDIA AS ANY SPACE BETWEEN US AND OUR AUDIENCE. ATL and BTL, old and new media are complementary. Everthing has BRAND a role to play. AUDIENCE Let the idea ﬁnd its medium.

LISTEN TO THE AUDIENCE AND UNDERSTAND WHAT THEY ARE INTERESTED IN - WHAT HAS A MEANING. BRAND AUDIENCE

“If communication is to change behaviour it must be grounded in the desire and interests of the receivers.” Aristotle

“We’ve been voted the best marketer of the 20th century. But that’s because we were the biggest shouters. In the 21st century, we want to be the best listeners.” Greg Icenhower, Procter&Gamble, director of corporate communications

UNDERSTAND WHAT IS INTERESTING AND WHERE A BRAND CAN PLAY A ROLE ON 3 DIFFERENT LEVELS. WHAT? (CONTENT) … WHEN? (CONTEXT) … WHERE? (CONTEXT) … WITH WHOM? (CONTEXT) … WITH WHAT? (CONTACT) … BY WHAT? (CONTACT) …

THE 3 LAYERS OF AN AUDIENCE INTEREST OPEN A RELEVANT PLAYGROUND FOR BRAND BEHAVIOUR. CONTACT CONTEXT CONTENT AUDIENCE BRAND INTEREST AUDIENCE

FOCUS JUST ON AUDIENCE INTERESTS THAT FIT TO THE BRAND SO IT CAN BEHAVE TRUSTWORTHILY. CONTACT Business Problem CONTEXT Rules of Media CONTENT AUDIENCE BRAND INTEREST AUDIENCE Disruption Brand Belief Brand Behaviour

AN AUDIENCE INTEREST CAN ONLY ATTRACT A PART OF THE AUDIENCE: A TRIBE. AUDIENCE BRAND INTEREST TRIBE 1 AUDIENCE

A TRIBE: PEOPLE WHO SHARE AN ENTHUSIASM ABOUT AN INTEREST AND CONNECT WITH EACH OTHER. “A group of people who form relationships over time, by interacting regularly around contexts which are of interest to all of them.” Jake McKee, communityguy.com

“Advertising is the price you pay for not realizing the value of building your passionate tribe.” Dr. Mani Sivasubramanian

AN AUDIENCE EMBRACES SEVERAL DIFFERENT TRIBES WHO NEED TO BE FED INDIVIDUALLY.

A BRAND MUST CONTRIBUTE TO DIFFERENT INTERESTS OF DIFFERENT TRIBES IN DIFFERENT MANNERS. BRAND INTEREST 1 TRIBE 1 2 A E TRIB BRAND BRAND

THE DECISION FOR AN INTEREST IS EITHER A DECISION FOR INFLUENCIALS OR FOR FOLLOWERS OF A TRIBE. AUDIENCE FEW LOTS OF BRAND INTEREST OPINION FOLLOWERS LEADERS

NOW DEVELOP A BRAND BEHAVIORAL IDEA AS A FUSION OF AUDIENCE INTEREST AND BRAND. Business Problem Rules of Media AUDIENCE BRAND IDEA INTEREST TRIBE AUDIENCE Product Positioning Beliefs

THE IDEA MUST FOLLOW A BASIC PRINCIPLE. “The key is to produce something that both pulls people together and gives them something to do.” Henry Jenkins, Director Comparative Media Studies Program, MIT

IT CAN BE ANYTHING. THINK ABOUT THE IDEA AND THE DISTRIBUTION AT THE SAME TIME.

CREATE TIME, DON’T TRY TO BUY TIME.

CREATE CONTENT AND SERVICES THE AUDIENCE CARE ABOUT AND THAT THEY FIND WORTH PASSING ON.

TELL A STORY THAT MAKES THE AUDIENCE’S CONVERSATIONS MORE INTERESTING.

TELL LOTS OF SMALL STORIES AND MAKE THEM MEAN SOMETHING TOGETHER. STOP LAUNCHING A BIG BANG. WHOPPER SACRIFICE WHOPPER: WHOPPER VIRGINS THE MOST LOVED BURGER WHOPPER FREAKOUT BLACK BK

LEAVE ROOM TO THINK AND ASK QUESTIONS BY BEING IMPERFECT, WEIRD OR CONTRADICTORY.

INVITE PEOPLE ALONG, LET THEM CONTRIBUTE AND GIVE THEM THE CHANCE TO BECOME VISIBLE.

MAKE THE IDEA EASY TO FIND (SEARCHABLE) AND EASY TO TELL (SPREADABLE).

THE IDEA MUST ALWAYS OFFER A VALUE SO THAT THE AUDIENCE WANT’S TO ENGAGE WITH IT. AUDIENCE BRAND IDEA INTEREST TRIBE AUDIENCE

NOW GIVING BECOMES CRUCIAL FOR A BRAND. “People become loyal to that what the brand is giving.” David Armano, Vice President of Experience Design, Critical Mass.

TODAY NOT ONLY THE PRODUCT MUST BE BENEFICIAL, BUT ALSO THE COMMUNICATION IDEA AROUND IT. Be additive and supportive. Deliver something useful and fun. Help people enjoy and use the product.

THE RESULT MUST BE MORE A MARKETING PRODUCT AND NOT ADVERTISING.

THE IDEA CAN DELIVER A BENEFICIAL VALUE BY INITIALIZING FUN TIMES ...

... OR BY CONNECTING LIKE-MINDED PEOPLE.

... OR BY SUPPORTING A SOCIAL MISSION.

... OR BY SOLVING A PROBLEM.

... OR BY EDUCATING.

IF THE IDEA IS INTERESTING AND VALUEABLE, IT IS LIKELY THAT IN RETURN BRANDS GET ENGAGEMENT. AUDIENCE BRAND IDEA INTEREST TRIBE AUDIENCE

ENGAGEMENT HAS MORE WORTH THAN ATTENTION. “Awareness doesn‘t really matter in a world of overchoice.” Prof. Andrew Ehrenberg, South Bank University “Engagement has a psychological component, but it will manifest behaviorally – it will lead to an action.” Robert DeSena, Director of Relationship Marketing, MARS USA

THE QUALITY OF ENGAGEMENT DEPENDS ON THE QUALITY OF THE RELATIONSHIP TO THE BRAND. INACTIVE SPECTATE CONSUME SYNTHESIZE INVEST E INTERACT E CRITIZIS PARTICIPATE COLLABORAT E ADVOCAT E CONVINC

WAYS IN WHICH ENGAGEMENT OF BRAND FRIENDS AND FANS CAN MANIFEST ITSELF. Content Creation Product Co-Creation Recommendation Rating and Commenting

ENGAGEMENT OFTEN LEADS TO WORD OF MOUTH ABOUT THE PRODUCT, NOT JUST ABOUT THE CREATIVE IDEA.

THIS MAKES ENGAGEMENT A VALUABLE ASSET TO A BRAND. “With our audience, word is spread like wildﬁre and it's much more cost effective for the client.” Spencer Baim, Head of Virtue

A NEW APPROACH: AUDIENCE-INTEREST DRIVEN BRAND COMMUNICATION. AUDIENCE BRAND IDEA INTEREST TRIBE AUDIENCE

AN APPROACH THAT FACILITATES IDEAS, FOCUSING ON THE 3 DRIVERS OF BRAND GRAVITATION. TRUST IDEA MEANING

TBWA ADRESSES THE NEW APPROACH WITH ITS TWO ESSENTIAL PRACTICES: MEDIA ARTS DISRUPTION

DISRUPTION HELPS US FIND A CONVENTION-BREAKING BRAND-BELIEF THAT ENABLES GROWTH. BRAND BELIEF: DISRUPTION IDEA AUDIENCE

MEDIA ARTS HELPS US CREATIVELY TRANSLATE A BRAND BELIEF INTO INTERESTING BRAND BEHAVIOUR. BRAND BELIEF: BRAND BEHAVIOUR: DISRUPTION IDEA MEDIA ARTS TRIBE AUDIENCE

CHANGE TO MEDIA ARTS

CHANGE THE FOCUS FROM CAMPAIGNING TO CONNECTING. Enforcing attention of target groups Creating engagement of audiences via via bought media space. interesting brand behaviour. BRAND BRAND What can I TELL about me? What can I DO that interests you?

CHANGE HOW TO CONNECT WITH THE AUDIENCE FROM MIRRORING AN INSIGHT TO CONTRIBUTING TOPICS. Mirror one big insight to reach the Contribute to different topics in different biggest possible target group. manners to get different parts of an audience interested. T V

CHANGE THE COMMUNICATION APPROACH FROM 360° TO 365 DAYS. Time limited, integrated messaging Permanent and rich brand presence by telling the same story on every making transmedia storytelling. touch-point. OUT- T V PRINT WEB POS DOOR OUT- SOCIAL POS PR DOOR MEDIA T V WEB PR T V EVENT

CHANGE THE MEDIA APPROACH FROM PIPELINES GAINING VOLUME TO PLATFORMS GAINING VALUE. Beeing media neutral, using media as Beeing media passionate, composing channels and making media stunts. any form of media brand appropriate.

CHANGE THE ROLE OF MEDIA FROM “EVERYTHING MUST DO THE JOB” TO “EVERYTHING MUST DO A DIFFERENT JOB”. TV as all-round solution: the TV as conversation starter: the commercial should do the whole job. commercial is a springboard to content.

CHANGE THE CREATIVE DEVELOPMENT PROCESS FROM STATIC TO DYNAMIC. Non-reactive development Reactive development creating creating one-big-ﬂight. lots of smaller editable ideas. TV

CHANGE THE RESEARCH FROM „PUNCTUAL AND JUST OFFLINE“ TO „ALSO ONGOING AND ONLINE“. Big research and analysis Additional small, continuous only at the ends. WoM and success tracking

CHANGE THE WAYS OF WORKING TOGETHER FROM LINEAR TO COLLABORATIVE. Working in silos with clear Exchange with overlapping responsibilities. responsibilities. TV

CHANGE THE BRIEF FROM “PREPARING TO SEND A MESSAGE” TO “PREPARING TO CREATE BRAND BEHAVIOUR”. Single minded proposition building Precise creative task building on a set of on a single consumer insight different connection opportunities ! # ! " ! ! ! " " ! " # !

This was written by Michael Zorn, TBWA Berlin michael.zorn@tbwa.de twitter.com/BoyRobot3000

The Audience Is Always Right

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