Paul Burns discusses expenditure and the growth of digital. What is so fundamentally different from digital media and traditional media from a planning perspective. Why a focused brief for digital campaigns is as important, maybe more important, than traditional campaigns given the ability to measure results so accurately.

2. “Better to ask the right
questions than answer the
wrong ones”

3. Paul Burns: The Burns Unit tlc
• 26 years Account Handling experience
• AAP, KMP Partnership and 24 years at Saatchi & Saatchi
• Worked on award winning campaigns for
creativity and effectiveness
• Most awarded training and development professional in the
advertising industry

4. Why I love
advertising

5. I never saw this on TV

6. How many views on YouTube?
1.282m
12.82m
128.2m
1,282m

7. What year did Coronation Street
average 9.19m viewers per episode?
1971
1981
1991
2011

8. So why are we here today?

9. umbers in weigh
put the n hat you
2 9th 1. To
con text (It’s w you’ve lost)
Ma rch not h ow much
l Media‘
nk ‘Digitaifferent
2. Why I thi entally d
is fundam al Media’
to ‘Tradition
A g en da 3
al Media‘
ink ‘Digit he same
. Why I th entally t
is fundamonal Media’
a s ‘Traditi

10. To put the numbers in context
(It’s what you weigh not
how much you’ve lost)

11. Total advertising expenditure in local currency at current price

12. Share of adspend by medium 2011

13. Adspend by country, 2012 (f)
year-on-year % change, local currency, current prices

14. So in terms of media spend...
• UK adspend forecast to grow modestly
• Globally, biggest growth to come from internet advertising
• The UK invests proportionally more online than other
major economies
• And we spend more online than we do on TV
• Digital Britain is a reality

15. Why I think ‘Digital Media’
is fundamentally different to
‘Traditional Media’

16. If we understand the The issue is that
roles of Digital many agencies and
Media and Social their clients think
Media we will know they are one and the
they are same and end up
fundamentally doing both things
different poorly

17. Why social media is so hard
“Brands are spending a great deal of time
and energy investing in platforms to get likes
or pluses, and not really being social at all.
It's been well over 15 years since the social
era started....
But despite this outpouring of expertise,
many organisations still find marketing in the
social era ridiculously hard to do well,
if at all”
Nilofer Merchant

18. Digital Media is NOT Social Media
• The most important thing to realise about social media is
that it’s different
41% of people agree that they’re
• Most of the mistakes made in social media occur because beginning to get bored of social
organisations don’t fully appreciate this media services
• They simply drag their existing marketing and
communication ideas, campaigns and ways of thinking
into the social media space -Feb 2012

19. A social media strategy is different to
a marketing communication strategy
• Marcoms strategy has as its output a piece
of communication
• Expressed as an ad, a press release, a brochure,
a banner, a website, an email - presented to all
or part of the target audience
• A successful social media strategy has as its
output a form of behaviour or a process

20. The best way to understand the difference
• Imagine you’re in a room with 100 people who
represent your target audience
• The only way you have to engage with this
group is a 3 minute slot on a podium
• You’ll need a speech – a carefully crafted piece
of communication that conveys exactly what it
is you want to say about yourself

21. Social media is different
• You’re in the same room with the same group of
100 people, but this time you are in a social situation
• If you want to engage productively with these people,
bringing along a speech or a predetermined set of
responses to anticipated conversations, is not going
to work
• Success in this situation will depend on your behaviour –
your ability to understand the dynamics of the room, join
the right type of conversations and, critically, say the right
thing at the right time

22. Social media strategies have to be based
around the creation of forms of behaviour
• This will look very different from a strategy that is
designed to deliver a ‘thing’
• Must recognise that in a social situation you can’t talk to
everyone, all at once
• Social media is bad at doing what traditional mass
communication does well
• The benefit of social media - like conversations, comes
from the ability to talk to exactly the right people at
exactly the right time It’s just one of my
income streams

23. Social media is not about
large numbers - Facebook
likes, YouTube hits, Twitter
followers etc, but the ability to
target very specific groups
with very specific information I just got aa Tweetto say there’s a a product
I just got tweet to say there’s product
recall on MY parachute!
recall on MY parachute!

24. Why I think ‘Digital Media’
is fundamentally the same as
‘Traditional Media’

25. “The truth isn’t the truth until people
believe you, and they can’t believe
you if they don’t know what your
saying, and they can’t know what
your saying if they don’t listen to you,
and they won’t listen to you if you’re
not interesting, and you won’t be
interesting unless you say things
imaginatively, originally, freshly.”
- Bill Bernbach

26. The planning cycle
Where are we? Why are we here?
Are we getting there? Where could we be?
How do we get there?

27. “I want to see agencies improve their
awareness of the business context in which
they operate. They need to understand this
before the start of the creative process.
Too many agencies come up with an
advertising solution without
contextualising it against the client’s
business objectives”
Andrew Marsden
Ex Mkt Dir Britvic Soft Drinks
& Marketing Guru

28. The creative brief
“The bridge between smart
strategic thinking and great
communications..”
- Jon Steel: “Truth, Lies and Advertising”

29. The power of the brief
“The equation is simple,
tightly written briefs plus
passionate briefing equals
engaged agencies, impactful
campaigns and strong market
results.”
Dominic Grounsell
Marketing Director, Capital One

30. The power of the brief
“The result of a better brief is that the right
work is delivered faster
This can have a dramatic effect on efficiency
and on costs
Better briefing will produce better results
faster and at lower cost. It’s not a business
option but a business imperative.”

31. Better briefs
Better briefing
Better work
Right first time
Happier client
Happier agency

32. Wrap up and Q&A

33. Summary
1. UK adspend forecast to grow modestly 6. It’s about a specific conversation to a specific
person at a specific time
2. Globally biggest growth to come from
internet advertising 7. But having a great brief is key to
ALL communication
3. The UK invests proportionally more online
than other major economies 8. The Brief is the important thing you write
so give it time
4. And spends as much online as it does on TV
- Digital Britain is a reality 9 Be tight on the brief and easier on the execution
5. Social Media is different to Digital Media 10. Make it fun and use short words
rather than long ones!