The disruption of branding, advertising and campaigning

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This is a keynote I did for the marketing team of a FMCG brand. Their question was: what should we be doing to make better campaigns for our brands and products? They are overwhelmed with choices: …

This is a keynote I did for the marketing team of a FMCG brand. Their question was: what should we be doing to make better campaigns for our brands and products? They are overwhelmed with choices: Should we use digital or classic advertising? Should we engage, activate or promote? Should we build fans and followers or not? I want to argue that the real challenge is not about going digital or not. It’s about being disruptive or not. Disruptive brands or products build audiences both online, offline and through word-of-mouth. Disruptive brands have a bigger impact and are more persuasive in converting prospects into buyers.

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  • 1. THE DISRUPTION OF BRANDING, ADVERTISING AND CAMPAIGNING STRATEGIES TO WIN AS AN FMCG BRAND IN THE POST-ADVERTISING ERAWednesday, February 27, 13
  • 2. THIS IS ME I AM TOM DE BRUYNE, I CO-FOUNDED AND WORK AS CREATIVE DIRECTOR AT CAMPAIGN AGENCY SUE AMSTERDAM I TWEET AT @TOMDEBRUYNE MAIL ME: TOM@SUEAMSTERDAM.COM I spoke at TEDX: http://sue.am/tom_at_tedx My slideshares are here: http://sue.am/tdb_slides And I cofounded the lingerie webshop www.Salondesir.comWednesday, February 27, 13
  • 3. WHAT AM I GOING TO TALK ABOUT? This is a keynote I did for the marketing team of a FMCG brand. Their question was: what should we be doing to make better campaigns for our brands and products? They are overwhelmed with choices: Should we use Chapter 1: Insert heading in bold here digital or classic advertising? Should we engage, activate or promote? PutShouldsubtitlefanslight here or not? I want to argue that the real the we build in and followers challenge is not going digital or not. It’s about being disruptive or not. Disruptive brands or products build audiences both online, offline and through word-of-mouth.Wednesday, February 27, 13
  • 4. 1. WHAT IS DISRUPTION? 2. DISRUPTIVE THINKING IN MARKETING 3. DISRUPTING THE AGENCYWednesday, February 27, 13
  • 5. 1. WHAT IS DISRUPTION? 2. DISRUPTIVE THINKING IN MARKETING 3. DISRUPTING THE AGENCYWednesday, February 27, 13
  • 6. DISRUPTION / CREATIVE DESTRUCTION 1. Change doesnt come overnight. Change comes from disruptive players 2. Disruptive innovation isn’t necessarily a new technology; it’s usually a recombination of existing technologies served up in disruptive way Chapter leaders nearly never see it coming bold here 3. Market 1: Insert heading in Put4.the subtitle in light hereby adding features, disruptors find ways Market leaders always respond to solve customer problems at lower costs, while stealing market share Clayton Christensen, The innovators dilemmaWednesday, February 27, 13
  • 7. DISRUPTING MUSIC - COMPUTER - TELEPHONE Although one should always be very careful with using Apple in presentations, they are by far the most disruptive brand ever. With a smart combination of hardware, software and services, Apple disrupted the music industry, the mobile industry and the computer industry. They outsmarted record labels, computer manufacturers, and brought companies like Nokia, Dell in serious troubleWednesday, February 27, 13
  • 8. DISRUPTING AIRLINE TRAVEL (AND THE EU) Easyjet and Ryanair disrupted the Airline industry with a smart recombination of technologies that made booking super easy and traveling really cheap. Their offering is far less qualitative than the traditional players, but their pricing makes them irresistible. Easyjet has done far more for the European feeling than the EU could ever do.Wednesday, February 27, 13
  • 9. DISRUPTING THE HOTEL BUSINESS Disruption in the hotel industry comes from unexpected places: Booking.com made hotel brands obsolete by allowing people to book based on reviews, ratings, location, deals,... and there are so many city trippers who book a private room via AirBnB, that the hotel industry is seeing a rapid decline, both in the number of bookings as in the average price for a hotel room. Mediocre hotels are doomed.Wednesday, February 27, 13
  • 10. THE REAL MOBILE DISRUPTION It’s interesting to see that traditional retailers work on a mobile strategy. They wonder whether they should build an app, or have QR codes. The real disruption is that mobile makes the world hyper transparent. Bestbuy, the big electronics retailer is suffering a lot from people who use Amazon Pricecheck at the Bestbuy stores, to check whether they could find the item cheaper at Amazon.com. Amazon disrupts retail with a combination of a mobile app, sharp prices and same-day delivery.Wednesday, February 27, 13
  • 11. DISRUPTING THE TV EXPERIENCE The future of television is not television as we know it. The cable carriers are fighting for the set-top box. The real disruption in televsion is not a smart TV, but smart apps that use the TV screen for display. Apps like Wappzapp allow you to find popular video content online, content that your friends liked or shared, etc... The tablet or phone becomes both the remote control and smart apps outperform TV-broadcasters in helping people to find the content they (or their friends) like.Wednesday, February 27, 13
  • 12. IN THE FUTURE, EVERY COMPANY WILL BE A MEDIA COMPANY Richard Edelman This means that disruptive advertising on TV is eventually going to become a thing of the past. The only way to be seen will be to have interesting or relevant content.Wednesday, February 27, 13
  • 13. (Reed’s law) DISRUPTING PRICING - DEALS ARE THE NEW NORM For me, one of the most fascinating aspects of the digital and the mobile revolution is the extreme empowerment of people in getting the best deal. You will be simply not smart enough if you’re still willing to pay the premium price, given the fact that there’s always a deal available. We will see even more extreme consequences of this empowerment in the future. I predict that one day an app will connect all visitors to a pub that will allow them to collectively negotiate lower prices for beer.Wednesday, February 27, 13
  • 14. VS Link DISRUPTING THE INTERNET OF WITH THINGS The industry is obsessed with smart objects that will make your life more efficient. That’s why they always come up with idiot ideas like the smart fridge. Russell Davies argues that the real disruption comes from hackers and the maker movement, who tinker stuff for the magic and beauty of it. In this blogpost a guy shares a script that connects his Fitbit activity tracker with his fridge. If he hasn’t burned enough calories per day, his fridge will switch off. Pretty genius way to motivate yourself.Wednesday, February 27, 13
  • 15. I always think the big difference between the Makers and the corporate Internet Of Things (IOT) is that the IOT people are trying to make the world more efficient and controlled and the Makers are trying to make it more personal and magic. Theyre imagining objects that come to life like they do in Harry Potter. Russell Davies - The internet with thingsWednesday, February 27, 13
  • 16. 1. WHAT IS CREATIVE DESTRUCTION? 2. DISRUPTIVE THINKING IN MARKETING 3. DISRUPTING THE AGENCY Now that we’ve been looking at how industry after industry is being disrupted, it’s time to ask ourself where disruption could come from in both the FMCG industry as in the way the FMCG industry markets its products. More than in any other industry, FMCG brands are being build through advertising and campaigning. The question is: How can we disrupt the classic advertising campaign?Wednesday, February 27, 13
  • 17. CREATIVE DISRUPTION IN FMCG CAN COME FROM DIFFERENT ANGLES: DISRUPTIVE PRODUCTS DISRUPTIVE CAMPAIGNS DISRUPTIVE BRANDS I thinks there are different ways in which FMCG marketing can be disrupted. Disruption can be reached in the product or in the way the product or the brand is being promoted. Or - in the best scenario - through a smart combination of these three ingredients.Wednesday, February 27, 13
  • 18. BUILD SMART SERVICES IN THE PRODUCT The first disruption is building smart services into products. My favorite example is “keep the change”, a service build on top of your credit card that rounds up every payment and transfers this money to your savings account. It’s build on the idea that although people know they should save more, they can’t seem to get them to act accordingly. Keep the Change is made to design automatic saving behavior. The service turned out a huge success for Bank of America and KTC turned out to become a unique differentiating product in the gray zone of banking products.Wednesday, February 27, 13
  • 19. BUILD CONVERSATION INTO THE PRODUCT (DESIGN FOR EXCITEMENT) Mass marketing is all about promoting highly commoditized undifferentiated products through a layer of branding. But there’s so much creativity that could make commodity products incredibly conversation worthy and attractive. We call this design for excitement. TIP: see SUE Amsterdam MD Astrid Groenewegen her Pinterest wall for over 1500 examples of design for excitement ideas.Wednesday, February 27, 13
  • 20. REAL TIME CAMPAIGNING (pown or be powned) Disruption in campaigning can come from real time campaigning in stead of carefully planned media planning. Sainsbury realized that the letter by 3 year old Lilly Robinson was genius: she wondered why Sainsbury calls their bread tiger bread? It should be called Giraffe bread, given the fact that it looks more like giraffe stripes. Sainsbury changed the name of the bread and answered the girl. Massive PR and online conversation followed.Wednesday, February 27, 13
  • 21. vs CONTENT MARKETING: SERIOUS VS ENTERTAINING Albert Heijn is doing a great job in creating hundreds of instruction videos for every day recipes. They are hardly campaigning it, but you can find their videos high in the rankings with nearly every recipe query you Google. That’s a smart, long term investment in creating a digital footprint for the brand. Red Bull does they opposite by funding highly entertaining content creation (like Felix Baumgarten’s jump) or by funding interesting projects like Streetartview.com, a crowdsourced street art encyclopediaWednesday, February 27, 13
  • 22. DISRUPTIVE BRANDING: HAVE AN INTERESTING BRAND BELIEF AND A COMMITMENT The most interesting brands have a very outspoken belief and a brand commitment. When we dit the KLM Surprise campaign (at our previous agency), we simply looked for a smart way to prove KLM’s commitment to its brand promise “journeys of inspiration”. And it’s so easy to do cool stuff for Nike Running, when you have a brand that commits itself to liberate runners from boredom.Wednesday, February 27, 13
  • 23. DISRUPTIVE BRANDING: HAVE AN INTERESTING BRAND BELIEF AND A COMMITMENT Coke is doing really interesting things since they elaborate on the story of becoming a force to inspire happiness in the world. This leads to great advertising, remarkable experiments, highly interesting societal projects and overall an incredible amount of genuine attention, brand sympathy, word-of- mouth and PR. Sales increased a lot since they embraced this brand commitment.Wednesday, February 27, 13
  • 24. ADVERTISING IS NOT DEAD Advertising is not dead. A lot of digital agencies claim that advertising is dead. I don’t believe that. Tom Himpe made this really powerful slide that summarizes it perfectly. Advertising’s role has changed. In stead of promoting unremarkable products through creative communication, should i put a spotlight on remarkable products or remarkable services or remarkable behavior by the brand.Wednesday, February 27, 13
  • 25. 1. WHAT IS CREATIVE DESTRUCTION? 2. DISRUPTIVE THINKING IN MARKETING 3. DISRUPTING THE AGENCY This brings me to this final part: What will disrupt the advertising or media agency? And what can we do about it? Although I could talk for hours about this, I will limit myself to a few final remarks.Wednesday, February 27, 13
  • 26. WHERE DOES DISRUPTION COME FROM? ENTERTAINMENT COMPANIES DESIGN AGENCIES CONVERSION DRIVEN AGENCIES GOOGLE AND FACEBOOK CROWDSOURCING PLATFORMS First of all: disruption can come from unexpected angles: Entertainment companies and production houses approach brands directly and offerst them a role in the programms, in stead of in the commercials. Design agencies can disrupt us by designing smart services into products. Digital marketing agencies disrupt us heavily with a powerful conversion based offering. While our industry doesn’t take these guys serious because they don’t “get” branding, are they offering a marketing approach with highly measurable impact on sales and lead generation. Guess who will eventually win the heart and the mind of marketers. And Google / Facebook are disrupting media agencies.Wednesday, February 27, 13
  • 27. "i want to see the industry redefine itself around human understanding. ... what an agency needs to do is to use ideas and turn human understanding into business advantage for our clients. that is a big broad definition. much broader than the kind of narrow persuasive definition that most people have in their head when they think about an advertising agency". Rory Sutherland Rory Sutherland, chairman of the UK advertising industry IPA proposes this brilliant elegant idea. He compares the advertising industry with the British Empire: we’re managing slow decline. If we want to become relevant again we should stop looking at media, online, offline, direct, social, etc... In stead we should put human understand and insights in how we make choices at the heart of what we do. Creativity is not about being original, but about having a smart idea that impacts the bottomline of our clients. (watch this brilliant 10 minutes rant on Youtube)Wednesday, February 27, 13
  • 28. MY LITTLE PROPOSAL: The future agency is a campaigning agency that designs conversationworthy products and builds and converts audiences for them. This will mean the end of the media vs digital vs advertising agencies. The future of advertising is creative sellingWednesday, February 27, 13
  • 29. tom@sueamsterdam.com 06 553 60 771Wednesday, February 27, 13