Learn, Unlearn, Relearn
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Learn, Unlearn, Relearn, will take you through a brief history of advertising demonstrating what has changed, what is new, and what has fundamentally remained the same from day one. We also share some of our thinking and our approach to addressing modern marketing and communication challenges. The talk was given by Chris Rawlinson (Group Digital Innovations), Chris Gotz (Executive Creative Director and Creative Circle Chairman), Luca Gallarelli (Deputy Managing Director).
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Learn, Unlearn, Relearn
- 2. @OgilvyCT “The illiterates of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn” Alvin Toffler
- 3. @OgilvyCT “IT’S NOT THE STRONGEST OF THE SPECIES THAT SURVIVE, NOR THE MOST INTELLIGENT, BUT THOSE MOST ADAPTIVE TO CHANGE.” CHARLES DARWIN
- 4. @OgilvyCT “Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience to continue or take some new action.” Wikipedia
- 6. @OgilvyCT 40,000BC Art A history of advertising in 5 minutes
- 7. @OgilvyCT 40,000BC - Chauvet Cave Painting
- 8. @OgilvyCT 40,000BC Art 30,000BC Animation The beginning of advertising
- 9. @OgilvyCT 30,000 BC - Animation(See http://tinyurl.com/caveanimation )
- 11. @OgilvyCT 2000 BC – Outdoor ads from Egypt
- 12. @OgilvyCT 40,000BC Art 30,000BC Animation 2000BC Outdoor 750 BC Sound The beginning of advertising
- 13. @OgilvyCT 750BC – Audio messages Greek ladies of the night tap nails into their shoes to produce “come hither” sound effects
- 14. @OgilvyCT Not much happened for a while in ad land
- 15. @OgilvyCT 1140 Printing Press A brief history of advertising as we know it
- 16. @OgilvyCT 1140 - Gutenberg Printing Press
- 17. @OgilvyCT 1140 Printing Press 1661 Branding A brief history of advertising as we know it
- 18. @OgilvyCT 1661 – 1st Branding (for a very early Toothpaste)
- 19. @OgilvyCT 1140 Printing Press 1661 Branding A brief history of advertising as we know it Industrial Revolution
- 20. @OgilvyCT 1750-1850 - Industrial Revolution 3 key Shifts • Physical Link between buyer and seller breaks • Manufactures market products long distances from their factories • Advertising needed
- 21. @OgilvyCT 1140 Printing Press 1661 Branding 1786 First Agency A brief history of advertising as we know it Industrial Revolution
- 22. @OgilvyCT 1786 1st Agency Born - William Taylor
- 23. @OgilvyCT 1140 Printing Press 1661 Branding 1786 First Agency 1941 First TVC A brief history of advertising as we know it Industrial Revolution
- 24. @OgilvyCT 1941 – TV advertising
- 25. @OgilvyCT 1140 Printing Press 1661 Branding 1786 First Agency 1941 First TVC A brief history of advertising as we know it Industrial Revolution 1st Creative Revolution 1950’s & 60’s
- 26. @OgilvyCT 50s & 60s Mad Men Bill Bernbach David Ogilvy
- 28. @OgilvyCT 1964 - Snowplough Volkswagen Snowplough
- 29. @OgilvyCT 1970 - Rabbits Volkswagen Two Bunnies (How to tell a story in 10 seconds)
- 30. @OgilvyCT Nothing much changed for the next 40 years
- 32. @OgilvyCT Source: http://www.baekdal.com/analysis/market-of-information Information sources over time
- 33. @OgilvyCT Source: http://www.baekdal.com/analysis/market-of-information Information sources over time (linear)
- 34. @OgilvyCT Thought Leaders – The Rebels Sir Tim Berners Lee invented the www
- 35. @OgilvyCT The rise of the digital brand September 4, 1998 May 27, 2003 February 2005 February 2004 March 2006
- 36. @OgilvyCT Exponential growth in content / data
- 37. @OgilvyCT
- 38. @OgilvyCT Dance Have fun Live the experience Check in Tweet Share Capture the experience
- 39. @OgilvyCT Things have changed forever
- 41. @OgilvyCT “Every day is a School day”
- 42. @OgilvyCT To gear Ogilvy for an increasingly digital future by inspiring, educating and upskilling our staff in the ways of the social web.
- 43. @OgilvyCT OLD NEW Advertise to many Intervene with a few. Amplify to many. Positioning Take a position Marketers have power Consumers have power Notional persuasion New news, Fun, Utility or die. Competing with brands Competing with content Brands have structure Brands as Cloud
- 44. @OgilvyCT Be Interesting, People are just not that into you.
- 45. @OgilvyCT Be Interesting, People are just not that into you. No one is waiting for your brand post. If you want it to work be interesting Parody of content marketing from The Onion (NSFW Language) http://tinyurl.com/Onioncontent
- 46. @OgilvyCT WTF is big data?
- 47. @OgilvyCT Data is the new oil
- 49. @OgilvyCT Write the press release not the ad
- 51. @OgilvyCT Context is everything “Contextual marketing is about delivering the right message to the right person, via the right medium at the right time.”
- 52. @OgilvyCT Create ecosystems, not campaigns
- 53. @OgilvyCT Stories are still stories, ideas are still ideas
- 54. @OgilvyCT
- 55. @OgilvyCT Thanks @ChrisRawlinson / @Gallarelli @MrChristiffa / @OgilvyCT
Editor's Notes
- Now more than ever its important to adapt and keep up with the changes – particularity if your in tv/media/advertising
- Interesting they use Persuade , Manipulate, and Encourage… three words that elicit a similar outcome but are accomplished by very different means(I would say when advertising was invented it was passive and helpful, then it became Persuasive, that quickly turned to manipulation, now it is turning more toward encouraging through participation)
- Advertising and is a type of communication could say it all started a long time ago
- Behind the paintings is a simple message: food location, method of hunting... We can consider that, as Pierre Clastres said for others societies, that this sort of society or community is subsistence society. So the paintings at this moment in time, is as useful / important as a map indicating the next McDonald or the trendy and new Burger King.
- A study in France shows that cave in which animals appear to have multiple limbs, heads...found that these cave paintings were actually primitive attempts at animation from around 30,000 years ago (the first Pixar) - When the images are viewed under moving flames, the images appear to move. Amazing!
- The Egyptians had a fine eye for carving, in around 2000 BC Egyptian invent outdoor adverting, carving public notices in steel
- Greek ladies of the night tap nails into their shoes to produce “come hither” sound effects
- Took over 400 years to get the first newspaper - La Gazette 1631, first French newspaper
- 1661 First product branding is developed for an early form of toothpaste
- 3 important shifts happened
- First agency founded, about 14 years later London agency James 'Jem' White was started in Fleet Street, London, 1800, eventually evolved into White Bull Holmes, a recruitment advertising agency, that went out of business in the late 1980s.
- Took 5 years to get from the first tv broadcast to the first commercial - First tv broadcast by the BBC in 1936
- 21 years after vw entered the us market they created this – brilliant ad and only told in 10 seconds
- If you look at the different mediums and their popularity over time you will see we are in an ever more complex spaceThe timeline on this graph is not linear though
- If you look at these sources of info over time though you see a very interesting story, we are going though a media revolution, I think large companies have 2 year from now to get it right or become irrelevant
- Steve Job, Bill Gates, and Sir Tim Berners Lee invented the www in October 1994 It was founded at the Massachusetts Institute of Technology Laboratory for Computer Science (MIT/LCS) with support from the European Commission and the Defense Advanced Research Projects Agency (DARPA).
- Revolution has happened fast – potentially this is the biggest shift in culture and society since the industrial revolution.
- Its all a bit too much (think of all the more reasons to procrastinate )Information used to be a commodity, now attention is
- Too much data , people have fundamentally changed.Humans have adapted really well, we just have evolved create filters (favourite sites/ aggregators /social influencers-tribe leaders)
- People used to just dance and live the experience, now we try and capture and share the experience and later re-live it
- In 2006 Time declared You as the person of the year
- We wish davidogilvy had said this – but he didn’t, we did it anyway though.
- Every day is a school day – this is our intervention – all staff are trained in mobile/web/ and integrated marketing + we have constant learning courses with how to Fridays and more
- Because things have changed – brands / agencies behave differently because people behave differently
- Think about what you put out there, just because you can doesn’t mean you should
- Onion video
- ask what words spring to mind
- WTF Big Data is for making peoples life's easier – its essentially really smart media planning Track behavior, see what people browse/search and optimize as you go aheadAgencies are hiring anylistsGoogle track everything but make your life easierBe transparent and open with the info you hold – allow people to do allow / disallow what they do with their data.Technology works best when people don’t realise it’s there. Use big data to help this happen easier.
- When you interact with people that’s when real magic happens. Do things with and for people
- An interesting way to test new work - Google don’t make a product unless it looks good as a case study first – Google Glass is an example.
- Concentrating on the small things can have a hugely disproportionate results – In NY city the sharpest drop in crime came from cleaning the streets and tackeling litter. Putting a fly on urinals reduced spills by 80% saving on cleaning.
- Be consistent with your story across all mediums
- Stories are still stories, ideas are still ideas – You don’t need to throw the baby out with the bathwater, great messaging can still be told with a simple story.
- Remember everything is going to be ok,