The document explores how people’s changing media behaviors necessitate a shift in brand marketing strategies, emphasizing that audiences should be engaged as active participants rather than passive consumers. It discusses four significant changes in media usage: fractal, individual, volatile, and self-determined, which challenge traditional advertising models. Brands must adapt by creating valuable content and fostering conversations rather than interrupting audiences with traditional ads, ultimately focusing on building trust and meaningful connections.

1. THE AUDIENCE IS ALWAYS RIGHT
HOW PEOPLE'S BEHAVIOUR CHANGE THE WAY BRANDS WILL DO MARKETING
T BWA

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

3. “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

4. THE CHANGE IN PEOPLE’S BEHAVIOUR

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

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

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

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

9. 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

10. “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

11. “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

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

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

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

15. PEOPLE CREATE, REMIX AND WATCH.

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

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

18. 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

19. “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

20. WHAT CHANGES FOR BRANDS

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

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

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

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

25. 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

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

27. 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.

28. 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.

29. 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.

30. 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

31. ... 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.

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

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

34. 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.

35. 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.

36. 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

37. 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.

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

39. 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

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

41. 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

42. 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.

43. 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

44. 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

45. 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

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

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

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

49. 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

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

51. “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

52. WHAT BRANDS SHOULD DO

53. 13 PATHFINDING QUOTES

54. 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

55. 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.

56. 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

57. 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

58. 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

59. 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

60. 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”

61. 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

62. 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

63. 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

64. 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

65. 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”

66. 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

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

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

69. “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

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

71. 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.

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

73. PULL YOUR AUDIENCE IN VOLUNTARILY.

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

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

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

77. A NEW APPROACH

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

79. 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.

80. 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?

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

82. 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.

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

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

85. “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

86. 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) …

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

88. 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
Product
Positioning
Beliefs

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

90. 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

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

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

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

94. 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

95. 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

96. 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

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

98. CREATE TIME, DON’T TRY TO BUY TIME.

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

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

101. 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

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

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

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

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

106. 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.

107. 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.

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

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

110. ... OR BY CONNECTING LIKE-MINDED PEOPLE.

111. ... OR BY SUPPORTING A SOCIAL MISSION.

112. ... OR BY SOLVING A PROBLEM.

113. ... OR BY EDUCATING.

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

115. 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

116. 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

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

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

119. 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

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

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

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

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

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

125. CHANGE TO MEDIA ARTS

126. 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?

127. 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

128. 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

129. 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.

130. 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.

131. 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

132. 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

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

134. 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

135. This was written by
Michael Zorn, TBWA Berlin
michael.zorn@tbwa.de
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