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The Quickfire Presentation - Revolution in Advertising

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Presented at The Project Revolution in Auckland by Mike Wilson, Former Strategic Digital Director, .99

Presented at The Project Revolution in Auckland by Mike Wilson, Former Strategic Digital Director, .99

Published in Business , News & Politics
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  • Media was really simple\nAdvertising was effective because it went through a creative renaissance\nThe 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe\nThat merger resulted in production business models\n
  • Media was really simple\n\n
  • Media was really simple\nAdvertising was effective because it went through a creative renaissance\n\n\n
  • Media was really simple\nAdvertising was effective because it went through a creative renaissance\nThe 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe\n\n
  • + Spinning off media increased the size of the pie. \n\n\n
  • + Spinning off media increased the size of the pie. \n\n\n
  • + Spinning off media increased the size of the pie. \n\n\n
  • + Spinning off media increased the size of the pie. \n\n\n
  • + Spinning off media increased the size of the pie. \n\n\n
  • + Spinning off media increased the size of the pie.\n+ Media agencies finally got a seat at the table\n\n
  • + Spinning off media increased the size of the pie.\n+ Media agencies finally got a seat at the table \n+ Digital agencies were the new hot item to have. we continue our “buy our way in mentality”\n\n\n
  • + Spinning off media increased the size of the pie.\n+ Media agencies finally got a seat at the table \n+ Digital agencies were the new hot item to have. we continue our “buy our way in mentality”\n+ Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical.\n\n\n
  • + Spinning off media increased the size of the pie.\n+ Media agencies finally got a seat at the table \n+ Digital agencies were the new hot item to have. we continue our “buy our way in mentality”\n+ Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical.\n+ Digital agencies became obsessed w/ technology because they didn’t have room at the ideation / conception table, plus the traditional agencies were executional focus, so as they entered their system, they adopted this. It’s about the execution. \n\n\n
  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection\n\\\n\n
  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection\n\\\n\n
  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection\n+ change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.\n\n\n
  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection\n+ change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.\n\n\n
  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection\n+ change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.\n\n\n
  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection\n+ change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.\n+ creative departments sat on sidelines during the most of this period. Completely removed.\n\n\n
  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection\n+ change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.\n+ creative departments sat on sidelines during the most of this period. Completely removed.\n+ consumers also control traditional media\n \n\n
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Transcript

  • 1. Revolution in Advertising @nzmikewilson
  • 2. 1. Saneel Radia’s history of advertising 2. How digital has changed advertising (agency POV)3. How digital has changed advertising (marketing POV) 4. Wind down to a conclusion @nzmikewilson
  • 3. Traditional AgencyEdit My Profile
  • 4. Traditional AgencyEdit My Profile Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like
  • 5. Traditional AgencyEdit My Profile Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like
  • 6. Traditional AgencyEdit My Profile Traditional Agency 2 Traditional Agency Looks like we have a lot of friends in common. Let’s meet for a scotch and talk merger. Q2 of 1981 Comment Like Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like
  • 7. Digital AgencyEdit My Profile Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like
  • 8. Digital AgencyEdit My Profile Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.
  • 9. Digital AgencyEdit My Profile Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.
  • 10. Digital AgencyEdit My Profile Creative Department and Media Department are no longer in a relationship. Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.
  • 11. MediaEdit My Profile Consumer I really liked that video with the surfing dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like
  • 12. MediaEdit My Profile Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surfing dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like
  • 13. MediaEdit My Profile Consumer added the Control Media application. Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surfing dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like
  • 14. The consumer has the power(advertisers are lucky that most consumers don’t know it)
  • 15. Revolution in Advertising @nzmikewilson
  • 16. Methodology of MarketingTake what we know...Apply the sameprocess...Then, we convince ourselvesdigital is no different...
  • 17. “Our challenge is that a lotof people think of TV, print and billboards and try to apply that to Facebook.”Paul Adams, Global Head of Brand Design at Facebook.
  • 18. {RESEARCH & INSIGHTS} {STRATEGY} {PLANNING} {CREATIVE} {MEDIA} {PRODUCTION}{traditional advertising followed a process}
  • 19. {RESEARCH & INSIGHTS} {STRATEGY} {PLANNING} {CREATIVE} {MEDIA} {PRODUCTION} {digital advertising requires concurrent processes}
  • 20. Traditional Marketers & Creatives Ideas = Words, pictures, stories. Digital Marketers & Creatives Ideas = Words, pictures, stories,applications, utilities & technology
  • 21. THIS IS WHERE PEOPLE SPEND THEIR ATTENTION THIS IS WHERE COMPANIES SPEND THEIR ADVERTISING **Print includes newspaper and magazine Source: Adapted from Mary Meekers Presentation On The State Of Tech excerpted by Bill Gross
  • 22. Advertisers & Marketers POVIn order for brands to succeed online & in digital two worlds need to collide. Chief Marketing Officer Chief Information Officer Understands brand (marketing and comms) Understands online (security, technical depth, process)
  • 23. Advertisers & Marketers POVIn order for brands to succeed online & in digital two worlds need to collide. Digital Marketing Specialist Chief Marketing Officer Chief Information Officer Understands both worlds Understands brand (marketing and comms) Understands online (security, technical depth, process)
  • 24. Agencies & Suppliers POVIn order for clients to truly succeed in the digital space two worlds need to collide. Creative Agency/Production Media Agency (Digital) (Digital) Client (stuck in the middle)
  • 25. Agencies & Suppliers POVIn order for clients to truly succeed in the digital space two worlds need to collide. Creative Agency/Production Media Agency (Digital) (Digital) Client (stuck in the middle) PR (Digital) Runs off with social media
  • 26. Rise of the Digital SpecialistsIf the traditional model doesn’t adapt or embrace change, others will make it happen. Digital Marketing Specialist Head of Marketing One digital partner who combines digital strategy, creative, production and media.Social Creative Mobile CRM SEO/SEM Digital Media DEV
  • 27. We are living through the disorientation thatcomes from including 4 million new participantsin a media landscape previously operated by a small group of professionals. @nzmikewilson
  • 28. "Your clients are in trouble. Theyare looking to you to save them.The ad inventory that has beensold for the last 50 years nolonger works, and marketershave started to figure that out."John Stratton CMOVerizon Wireless @nzmikewilson
  • 29. Thanks Mike Wilson @nzmikewilsonnzmikewilson@gmail.com @nzmikewilson