Future of Advertising     Spring 2011 • Mondays, 1-6 PM • Room 416               Instructor: Zach PentelClass 1: Introduct...
TodayIntroductionsCourse description + discussionWhat is Advertising?Why does it need a future?Interaction + Relevant Data...
TodayGo to foa2011.posterous.com                              Future of Advertising - January
Course DescriptionAdvertising is still very much about the primacy and supremacy of ideas. But the industry and its craft ...
ObjectiveThis course should practically and philosophically prepare students for the realities of advertising as itevolves...
Attendance + Grading40% major (semester long assignment)40% class blog assignments20% attendance/class participationAdvert...
1. Intro + Ideas First2. Re-thinking the ad agency3. Building your portfolio for the future4. Strategy and Content plannin...
Conversations About the Future of      Advertising (CATFOA)Specific Mondays, per the Syllabus6:00 - 8:00 pmFreeFine Line M...
What is the future of advertising?                             Future of Advertising - January
Well, first... what was Advertising?                               Future of Advertising - January
Well, first... what was Advertising?Art. Copy. Distribution.                                    Future of Advertising - Ja...
Well, first... what was Advertising?Art. Copy. Distribution.A one way transfer of information from brand to consumer.     ...
Well, first... what was Advertising?Art. Copy. Distribution.A one way transfer of information from brand to consumer.A lin...
Well, first... what was Advertising?Art. Copy. Distribution.A one way transfer of information from brand to consumer.A lin...
Now, it’s different.                       Future of Advertising - January
Now, it’s different.It’s not replicable. People don’t like ads, but they crave information.                               ...
Now, it’s different.It’s not replicable. People don’t like ads, but they crave information.The consumer can often control ...
Now, it’s different.It’s not replicable. People don’t like ads, but they crave information.The consumer can often control ...
Now, it’s different.It’s not replicable. People don’t like ads, but they crave information.The consumer can often control ...
So what is advertising today?                           Future of Advertising - January
“I define it as a conversation starter.Interruption doesn’t cut it anymore...you either get        people talking...or not...
“I still think it’s about finding a big idea. You justhave more ways to (express) it now.”                       —Woody Ka...
“Seems like when it’s annoying it’s advertising,and when it’s not annoying it’s called something else.”                   ...
“You get the sense that agencies talk a good game,”said Jim Nail, chief marketing and strategy officer atTNS Media Intelli...
“The quid pro quo between the marketer and theaudience, for several centuries, has been free orsubsidized media in exchang...
So now what?               Future of Advertising - January
“The possibilities for this industry are limitlessif we stop focusing on making ads—and bring big,bold, game-changing busi...
“Advertising going forward is about turning bigideas into personal experiences that change/reinforce both perceptions and ...
Marketing ThenBrand                    Consumer                            Future of Advertising - January
Marketing NowBrand                   Consumer                           Future of Advertising - January
Marketing NowBrand                                    Consumer        An expectation of interaction.                      ...
Interaction is...An expectationReciprocityCourtesyConversationResponseMeasurementResearchUnderstandingDynamicInvolving(Abo...
Interaction takes its form as...SharingCrowd sourcingBloggingMicro bloggingCommentingEmbeddingLinkingTaggingRating(Above a...
It says, “your opinion is valued and necessary.”Big idea...                                            Future of Advertisi...
It says, “your opinion is valued and necessary.”Big idea...                                            Future of Advertisi...
It says, “your opinion is valued and necessary.”Big idea...                                    ... personal experience    ...
Secondly, data is more important than                 ever.                              Future of Advertising - January
Secondly, data is more important than                 ever.Offline interactions are now online. Your tweets can be measure...
Secondly, data is more important than                 ever.Offline interactions are now online. Your tweets can be measure...
Secondly, data is more important than                 ever.Offline interactions are now online. Your tweets can be measure...
Secondly, data is more important than                 ever.Offline interactions are now online. Your tweets can be measure...
Future of Advertising - January
Data creates value.                 source: Ogilvy’s Jan Leth                                   Future of Advertising - Ja...
Data creates value.Data = Better stories                                         source: Ogilvy’s Jan Leth                ...
Data creates value.Data = Better storiesData = “Value exchange” beyond entertainment                                      ...
Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performance          ...
Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Mas...
Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Mas...
Data creates value.                      Future of Advertising - January
Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Mas...
Third, it empowers the audience.                            Future of Advertising - January
Third, it empowers the audience.                            Future of Advertising - January
Future of Advertising - January
Future of Advertising - January
Brands don’t have control over    everything anymore.                           Future of Advertising - January
Brands don’t have control over        everything anymore.This is a terrifying state for advertisers.                      ...
Brands don’t have control over        everything anymore.This is a terrifying state for advertisers.It re-defines the valu...
Brands don’t have control over        everything anymore.This is a terrifying state for advertisers.It re-defines the valu...
Ideas first.The best ideas, even in the digital space, should cause you tosay, “I hadnt thought of it that way before.”The...
Let’s get startedGo to www.posterous.comSign up for a new accountUpload a photo and your elevator pitch to the Bio section...
Monday, February 24thNo class next week.2 blog posts due before our next class. 400 wordsminimum, more credit for citing e...
Monday, February 24thPost #1: Write a post to the course blog by answering thisquestion: “What is the future of advertisin...
Monday, February 24thPost #2: Write a post to the course blog by answering thisquestion, based on the assigned readings: “...
Thank you.             Future of Advertising - January
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MCAD - FOA 2011 - Session #1

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  • At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. \n
  • At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. \n
  • At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. \n
  • At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. \n
  • \n
  • At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. \n
  • At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. \n
  • At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. \n
  • At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. \n
  • MCAD - FOA 2011 - Session #1

    1. 1. Future of Advertising Spring 2011 • Mondays, 1-6 PM • Room 416 Instructor: Zach PentelClass 1: Introduction + Ideas in the Age of Interaction Future of Advertising - January
    2. 2. TodayIntroductionsCourse description + discussionWhat is Advertising?Why does it need a future?Interaction + Relevant Data + Empowered ConsumersIdeas first.Next steps: Homework assignment (group blog, login/check) Future of Advertising - January
    3. 3. TodayGo to foa2011.posterous.com Future of Advertising - January
    4. 4. Course DescriptionAdvertising is still very much about the primacy and supremacy of ideas. But the industry and its craft are rapidly evolving.Technology, media and the consumer are dramatically effecting financial, strategic, creative and production decisions. Think of thisclass as preparation for a trip abroad. What’s absolutely critical to know in order to survive? What do you need to be fluent in?Where and who should you visit? What’s your place in the grand scheme?The Future of Advertising is as much about you—the future advertising practitioners, clients and consumers—as it is about cuttingedge techniques and practices. This semester-long course will arm advertising students for a career in the era of digital as well aselicit their thoughts and opinions about the trip we’re all taking together. We’ll study and develop online ads and campaignwebsites.We’ll participate and see how social media (blogs, microblogging, social news, social bookmarking, crowdsourcing) can play aneffective role in new marketing. We’ll delve into the inescapable role of metrics and analysis. And content strategy. We’ll immerseourselves in gaming and mobile. We’ll talk about how public relations, customer service and HR are becoming marketing. We’llhear from and meet the new advertising leaders to learn what they think your portfolio should say, be and do. Above all, we’ll focuson the power of ideas in a digital age. Future of Advertising - January
    5. 5. ObjectiveThis course should practically and philosophically prepare students for the realities of advertising as itevolves from traditional to digital.Portfolios will be enhanced and broadened with integrated ideas that include online ads, campaign sitesand other digital tactics.We’ll encourage empathy and passion for these newer forms, as well as provide direct experience withcutting-edge examples and personal experience. Future of Advertising - January
    6. 6. Attendance + Grading40% major (semester long assignment)40% class blog assignments20% attendance/class participationAdvertising is a service industry.Service = Respect Future of Advertising - January
    7. 7. 1. Intro + Ideas First2. Re-thinking the ad agency3. Building your portfolio for the future4. Strategy and Content planning5. Media and Distribution6. Having advertising ideas in 20107. Defining the modern ad campaign8. Building blocks: Paid search + banner ads9. Building blocks: digital systems and ecosystems10. Building blocks: Empowering data11. Touring the agencies of the future12. Portfolio review13. The future of the past14. Mobility15. Ideas first, redux Future of Advertising - January
    8. 8. Conversations About the Future of Advertising (CATFOA)Specific Mondays, per the Syllabus6:00 - 8:00 pmFreeFine Line Music Cafe, Minneapoliscatfoa.blogspot.com Future of Advertising - January
    9. 9. What is the future of advertising? Future of Advertising - January
    10. 10. Well, first... what was Advertising? Future of Advertising - January
    11. 11. Well, first... what was Advertising?Art. Copy. Distribution. Future of Advertising - January
    12. 12. Well, first... what was Advertising?Art. Copy. Distribution.A one way transfer of information from brand to consumer. Future of Advertising - January
    13. 13. Well, first... what was Advertising?Art. Copy. Distribution.A one way transfer of information from brand to consumer.A linear, replicable process. Future of Advertising - January
    14. 14. Well, first... what was Advertising?Art. Copy. Distribution.A one way transfer of information from brand to consumer.A linear, replicable process.What else? Future of Advertising - January
    15. 15. Now, it’s different. Future of Advertising - January
    16. 16. Now, it’s different.It’s not replicable. People don’t like ads, but they crave information. Future of Advertising - January
    17. 17. Now, it’s different.It’s not replicable. People don’t like ads, but they crave information.The consumer can often control whether or not they are exposed to advertising.Technology lets them skip it. Future of Advertising - January
    18. 18. Now, it’s different.It’s not replicable. People don’t like ads, but they crave information.The consumer can often control whether or not they are exposed to advertising.Technology lets them skip it.The consumer controls the conversation. Future of Advertising - January
    19. 19. Now, it’s different.It’s not replicable. People don’t like ads, but they crave information.The consumer can often control whether or not they are exposed to advertising.Technology lets them skip it.The consumer controls the conversation.Information is ubiquitous. Advertisers don’t have the access that they used to. Future of Advertising - January
    20. 20. So what is advertising today? Future of Advertising - January
    21. 21. “I define it as a conversation starter.Interruption doesn’t cut it anymore...you either get people talking...or nothing happens.” —Marshall Ross, CCO, Cramer-Krasselt Future of Advertising - January
    22. 22. “I still think it’s about finding a big idea. You justhave more ways to (express) it now.” —Woody Kay, Managing Partner, Chief Creative Officer, Arnold Future of Advertising - January
    23. 23. “Seems like when it’s annoying it’s advertising,and when it’s not annoying it’s called something else.” —Harvey Marco, CCO, JWT NY Future of Advertising - January
    24. 24. “You get the sense that agencies talk a good game,”said Jim Nail, chief marketing and strategy officer atTNS Media Intelligence/Cymfony. “But...(agencies’)day-to-day management skills are not meetingmarketers’ expectations.” Future of Advertising - January
    25. 25. “The quid pro quo between the marketer and theaudience, for several centuries, has been free orsubsidized media in exchange for inundation with admessages. In the Brave New World, the valueproposition will be similar but the barter itemsvery different. A marketer needn’t pay for episodesof ‘24’; it need only provide value—whether inentertainment, information, discount or utility.” —Bob Garfield, AdAge Future of Advertising - January
    26. 26. So now what? Future of Advertising - January
    27. 27. “The possibilities for this industry are limitlessif we stop focusing on making ads—and bring big,bold, game-changing business ideas to our clients.” —Jeff Graham, Account Director Crispin Porter + Bogusky Future of Advertising - January
    28. 28. “Advertising going forward is about turning bigideas into personal experiences that change/reinforce both perceptions and behavior.” —Jan Leth, Vice Chairman/Global Digital Creative Ogilvy & Mather Future of Advertising - January
    29. 29. Marketing ThenBrand Consumer Future of Advertising - January
    30. 30. Marketing NowBrand Consumer Future of Advertising - January
    31. 31. Marketing NowBrand Consumer An expectation of interaction. Future of Advertising - January
    32. 32. Interaction is...An expectationReciprocityCourtesyConversationResponseMeasurementResearchUnderstandingDynamicInvolving(Above all) Human Future of Advertising - January
    33. 33. Interaction takes its form as...SharingCrowd sourcingBloggingMicro bloggingCommentingEmbeddingLinkingTaggingRating(Above all) Participating Future of Advertising - January
    34. 34. It says, “your opinion is valued and necessary.”Big idea... Future of Advertising - January
    35. 35. It says, “your opinion is valued and necessary.”Big idea... Future of Advertising - January
    36. 36. It says, “your opinion is valued and necessary.”Big idea... ... personal experience Future of Advertising - January
    37. 37. Secondly, data is more important than ever. Future of Advertising - January
    38. 38. Secondly, data is more important than ever.Offline interactions are now online. Your tweets can be measured; your in-personconversations can’t. Future of Advertising - January
    39. 39. Secondly, data is more important than ever.Offline interactions are now online. Your tweets can be measured; your in-personconversations can’t.More communication = more data. Future of Advertising - January
    40. 40. Secondly, data is more important than ever.Offline interactions are now online. Your tweets can be measured; your in-personconversations can’t.More communication = more data.More data = more knowledge (when we use it right). Future of Advertising - January
    41. 41. Secondly, data is more important than ever.Offline interactions are now online. Your tweets can be measured; your in-personconversations can’t.More communication = more data.More data = more knowledge (when we use it right).More knowledge = more relevance. Future of Advertising - January
    42. 42. Future of Advertising - January
    43. 43. Data creates value. source: Ogilvy’s Jan Leth Future of Advertising - January
    44. 44. Data creates value.Data = Better stories source: Ogilvy’s Jan Leth Future of Advertising - January
    45. 45. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainment source: Ogilvy’s Jan Leth Future of Advertising - January
    46. 46. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performance source: Ogilvy’s Jan Leth Future of Advertising - January
    47. 47. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Massively distributed personalization of brand experience. source: Ogilvy’s Jan Leth Future of Advertising - January
    48. 48. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Massively distributed personalization of brand experience. source: Ogilvy’s Jan Leth Future of Advertising - January
    49. 49. Data creates value. Future of Advertising - January
    50. 50. Data creates value.Data = Better storiesData = “Value exchange” beyond entertainmentData = Optimized performanceData = Massively distributed personalization of brand experience.Data = ability to monitor audience behavior as a marketing competency source: Ogilvy’s Jan Leth Future of Advertising - January
    51. 51. Third, it empowers the audience. Future of Advertising - January
    52. 52. Third, it empowers the audience. Future of Advertising - January
    53. 53. Future of Advertising - January
    54. 54. Future of Advertising - January
    55. 55. Brands don’t have control over everything anymore. Future of Advertising - January
    56. 56. Brands don’t have control over everything anymore.This is a terrifying state for advertisers. Future of Advertising - January
    57. 57. Brands don’t have control over everything anymore.This is a terrifying state for advertisers.It re-defines the value of an ad agency. Future of Advertising - January
    58. 58. Brands don’t have control over everything anymore.This is a terrifying state for advertisers.It re-defines the value of an ad agency.And as a result, it re-defines the ideas that you and I areexpected to come up with. Future of Advertising - January
    59. 59. Ideas first.The best ideas, even in the digital space, should cause you tosay, “I hadnt thought of it that way before.”They should change our perceptions. Future of Advertising - January
    60. 60. Let’s get startedGo to www.posterous.comSign up for a new accountUpload a photo and your elevator pitch to the Bio section (4-5 sentences)Email me a link to your site - zpentel@mcad.edu Future of Advertising - January
    61. 61. Monday, February 24thNo class next week.2 blog posts due before our next class. 400 wordsminimum, more credit for citing examples via links. Future of Advertising - January
    62. 62. Monday, February 24thPost #1: Write a post to the course blog by answering thisquestion: “What is the future of advertising?” Base youranswer on your own viewpoints, and consider how you agreeor disagree with the viewpoints expressed in the FastCompany article “Mayhem on Madison Avenue.”Due Sunday, January 16th at noon. Future of Advertising - January
    63. 63. Monday, February 24thPost #2: Write a post to the course blog by answering thisquestion, based on the assigned readings: “What is amodern brand?” How can an agency create a modernbrand? Can all brands become modern?Due Sunday, January 23rd at noon. Future of Advertising - January
    64. 64. Thank you. Future of Advertising - January

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