Future of Advertising  Spring 2011 • Mondays, 1-6 PM • Room 416            Instructor: Zach Pentel     Class 2: Re-Thinkin...
TodayAny blog problems?Blog assignment discussion - #1 and #2Brief history of advertising + ad agency and roles inside itS...
A brief review...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.                      ...
Re-thinking the ad agency                        Future of Advertising - January
Structure :: Then
Structure :: Then*Account   *Creative      *AgencyService                   Leadership
Structure :: Then*Account            *Creative      *AgencyService                            Leadership           *Produc...
Culture :: Then1. Male
Then :: Culture2. Alone. Singular. Mysterious. Glamorous.
Then :: Culture3. Difficult to quantify effectiveness and value.
TodayAny blog problems?Blog assignment discussion - #1 and #2Brief history of advertising + ad agency and roles inside itS...
[Culture changes]
[Advertising changes]
Future of Advertising - January
Future of Advertising - January
Future of Advertising - January
Future of Advertising - January
Let this situation ferment for 30+ years...                                   Future of Advertising - January
“The truth of the matter is ... much of the ad worldis still out of step with reality. These argumentsabout ‘the work’ bet...
Structure :: Now?
*Lead generation                                  *Application development     *Paid Search        *Digital reputation man...
Culture :: Now?
Most executives aren’t rethinking anything.                                      Future of Advertising - January
Most executives aren’t rethinking anything.Fostering a “digital” department, even though their coreideas about the role of...
Most executives aren’t rethinking anything.Fostering a “digital” department, even though their coreideas about the role of...
Most executives aren’t rethinking anything.Fostering a “digital” department, even though their coreideas about the role of...
“"When the ecosystem stops rewarding complexity, it is thepeople who figure out how to work simply in the present, rathert...
You’re entering the ad industry at a time of vast cultural andinstitutional change, not unlike 1960. Once again, long held...
What opportunities do we have?                                 Future of Advertising - January
...what about challenges?                            Future of Advertising - January
We all need to be generalists.                                  (with specialties)A generalist species is able tothrive in...
Example: Victors & SpoilsAn agency built on crowdsourcing.Each project is completed by manyindividuals - the best idea win...
Future of Advertising - January
Cultural relevance, new ideas,Strategy, direction, and expertiseof grizzled industry veterans                             ...
Final Project                Future of Advertising - January
Final ProjectOne Show College Competition                                          Future of Advertising - January
Final ProjectOne Show College CompetitionClient: Second Harvest                                          Future of Adverti...
Final ProjectOne Show College CompetitionClient: Second HarvestCategories:                                          Future...
Final ProjectOne Show College CompetitionClient: Second HarvestCategories:  • Non-traditional Advertising                 ...
Final ProjectOne Show College CompetitionClient: Second HarvestCategories:  • Non-traditional Advertising  • Online Ad    ...
Final ProjectOne Show College CompetitionClient: Second HarvestCategories:  • Non-traditional Advertising  • Online Ad  • ...
Mapping your audience                        Future of Advertising - January
Mapping your audienceThree audience groups:                                           Future of Advertising - January
Mapping your audienceThree audience groups:Food Industry                                           Future of Advertising -...
Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awareness                        ...
Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividuals             ...
Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in...
Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in...
Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in...
Mapping your audienceFor each audience group:                                            Future of Advertising - January
Mapping your audienceFor each audience group:•   Where they are and what they are doing online                            ...
Mapping your audienceFor each audience group:•   Where they are and what they are doing online•   Online tactics          ...
Mapping your audienceFor each audience group:•   Where they are and what they are doing online•   Online tactics•   Where ...
Mapping your audienceFor each audience group:•   Where they are and what they are doing online•   Online tactics•   Where ...
Mapping your audienceFor each audience group:•   Where they are and what they are doing online•   Online tactics•   Where ...
Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in...
Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in...
Mapping your audienceThree audience groups:                                                        trade showFood Industry...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                                                                  networkThree audience groups:      ...
Mapping your audience                        Future of Advertising - January
Mapping your audienceOur end goal is to understand where they go andwhat they do, both online and offline, so that we cani...
Next week            Future of Advertising - January
Next weekBlog assignment will be posted to Posterous                                              Future of Advertising - ...
Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).         ...
Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:...
Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:...
Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:...
Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:...
Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:...
Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:...
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MCAD - FOA 2011 - Session #2

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  • Walk through each role, come up with fake project and describe what happens as we walk through the process. Where do the ideas come from? Creative. All creative.\n
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  • We can easily disregard old customs - we never knew them.\nWe understand the internet\nWe understand the CULTURE of the internet\nWe understand the culture CAUSED by new forms of communication\n
  • Not an assembly line anymore - each challenge must be approached differently\nThere are MANY more ways to execute a creative idea (geotargeting, video, search, gaming, collaborative creation, billboards, mobile apps)\nthere are MANY more types of media that can distribute that creative idea (TV, pre-roll, YouTube, iPad ads, Display ads, Guerilla marketing)\n
  • If you think you can be a successful art director because you’re good at concepting and designing, you’re wrong. You need to understand everything.\n
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  • MCAD - FOA 2011 - Session #2

    1. 1. Future of Advertising Spring 2011 • Mondays, 1-6 PM • Room 416 Instructor: Zach Pentel Class 2: Re-Thinking the Ad Agency Future of Advertising - January
    2. 2. TodayAny blog problems?Blog assignment discussion - #1 and #2Brief history of advertising + ad agency and roles inside itSeismic shifts + Panic = OpportunityBreakIntroduction to One Show Student Competition + Work TimeBreakGuest Speaker: Adrian Ho, Zeus Jones Future of Advertising - January
    3. 3. A brief review...So now what? Future of Advertising - January
    4. 4. “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
    5. 5. “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
    6. 6. Marketing ThenBrand Consumer Future of Advertising - January
    7. 7. Marketing NowBrand Consumer Future of Advertising - January
    8. 8. Marketing NowBrand Consumer An expectation of interaction. Future of Advertising - January
    9. 9. Re-thinking the ad agency Future of Advertising - January
    10. 10. Structure :: Then
    11. 11. Structure :: Then*Account *Creative *AgencyService Leadership
    12. 12. Structure :: Then*Account *Creative *AgencyService Leadership *Production *Administration *Media *New Business *Studio *Research
    13. 13. Culture :: Then1. Male
    14. 14. Then :: Culture2. Alone. Singular. Mysterious. Glamorous.
    15. 15. Then :: Culture3. Difficult to quantify effectiveness and value.
    16. 16. TodayAny blog problems?Blog assignment discussion - #1 and #2Brief history of advertising + ad agency and roles inside itSeismic shifts + Panic = OpportunityBreakGuest Speaker: Adrian Ho, Zeus Jones Future of Advertising - January
    17. 17. [Culture changes]
    18. 18. [Advertising changes]
    19. 19. Future of Advertising - January
    20. 20. Future of Advertising - January
    21. 21. Future of Advertising - January
    22. 22. Future of Advertising - January
    23. 23. Let this situation ferment for 30+ years... Future of Advertising - January
    24. 24. “The truth of the matter is ... much of the ad worldis still out of step with reality. These argumentsabout ‘the work’ betray a cultural problem. It’s likethe finance guys still thinking it’s OK to buycorporate jets and give out billions in bonuses. Theydon’t get it. Times have changed.” — Brian Morrissey Future of Advertising - January
    25. 25. Structure :: Now?
    26. 26. *Lead generation *Application development *Paid Search *Digital reputation management *Email marketing *Social media *Community management *Yellow Pages Structure :: Now?*Online media *Content Strategy *Digital out-of-home *Account *Creative *Agency Service *Loyalty programs Leadership *SEO *Production *Public relations *Design *Administration *Media *Mobile *New Business *Direct mail *Studio *Planning *Web Design *Analytics *Multi-variate testing
    27. 27. Culture :: Now?
    28. 28. Most executives aren’t rethinking anything. Future of Advertising - January
    29. 29. Most executives aren’t rethinking anything.Fostering a “digital” department, even though their coreideas about the role of advertising haven’t changed. Future of Advertising - January
    30. 30. Most executives aren’t rethinking anything.Fostering a “digital” department, even though their coreideas about the role of advertising haven’t changed.Finding new products to sell, rather than re-evaluating thebusiness. Future of Advertising - January
    31. 31. Most executives aren’t rethinking anything.Fostering a “digital” department, even though their coreideas about the role of advertising haven’t changed.Finding new products to sell, rather than re-evaluating thebusiness.They don’t try to get rid of things that aren’t working. Future of Advertising - January
    32. 32. “"When the ecosystem stops rewarding complexity, it is thepeople who figure out how to work simply in the present, ratherthan the people who mastered the complexities of the past, whoget to say what happens in the future." -Clay Shirkey Future of Advertising - January
    33. 33. You’re entering the ad industry at a time of vast cultural andinstitutional change, not unlike 1960. Once again, long heldbeliefs, processes and traditions are being proven ineffective, tooexpensive and wrong—and it hurts. The evidence is in thecomments.In the chaos there is opportunity. Future of Advertising - January
    34. 34. What opportunities do we have? Future of Advertising - January
    35. 35. ...what about challenges? Future of Advertising - January
    36. 36. We all need to be generalists. (with specialties)A generalist species is able tothrive in a wide variety ofenvironmental conditions andcan make use of a variety ofdifferent resources. Future of Advertising - January
    37. 37. Example: Victors & SpoilsAn agency built on crowdsourcing.Each project is completed by manyindividuals - the best idea wins.A normal agency has a few artdirectors; V&S has hundreds. Future of Advertising - January
    38. 38. Future of Advertising - January
    39. 39. Cultural relevance, new ideas,Strategy, direction, and expertiseof grizzled industry veterans + and return-on-investment of crowdsourcing Pros? Cons? Future of Advertising - January
    40. 40. Final Project Future of Advertising - January
    41. 41. Final ProjectOne Show College Competition Future of Advertising - January
    42. 42. Final ProjectOne Show College CompetitionClient: Second Harvest Future of Advertising - January
    43. 43. Final ProjectOne Show College CompetitionClient: Second HarvestCategories: Future of Advertising - January
    44. 44. Final ProjectOne Show College CompetitionClient: Second HarvestCategories: • Non-traditional Advertising Future of Advertising - January
    45. 45. Final ProjectOne Show College CompetitionClient: Second HarvestCategories: • Non-traditional Advertising • Online Ad Future of Advertising - January
    46. 46. Final ProjectOne Show College CompetitionClient: Second HarvestCategories: • Non-traditional Advertising • Online Ad • Website Future of Advertising - January
    47. 47. Mapping your audience Future of Advertising - January
    48. 48. Mapping your audienceThree audience groups: Future of Advertising - January
    49. 49. Mapping your audienceThree audience groups:Food Industry Future of Advertising - January
    50. 50. Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awareness Future of Advertising - January
    51. 51. Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividuals Future of Advertising - January
    52. 52. Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer support Future of Advertising - January
    53. 53. Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer supportCorporate and Foundation Professionals Future of Advertising - January
    54. 54. Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer supportCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    55. 55. Mapping your audienceFor each audience group: Future of Advertising - January
    56. 56. Mapping your audienceFor each audience group:• Where they are and what they are doing online Future of Advertising - January
    57. 57. Mapping your audienceFor each audience group:• Where they are and what they are doing online• Online tactics Future of Advertising - January
    58. 58. Mapping your audienceFor each audience group:• Where they are and what they are doing online• Online tactics• Where they are and what they are doing offline Future of Advertising - January
    59. 59. Mapping your audienceFor each audience group:• Where they are and what they are doing online• Online tactics• Where they are and what they are doing offline• Offline tactics Future of Advertising - January
    60. 60. Mapping your audienceFor each audience group:• Where they are and what they are doing online• Online tactics• Where they are and what they are doing offline• Offline tactics• Why should they care about Second Harvest? Future of Advertising - January
    61. 61. Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer supportCorporate and Foundation Professionals Future of Advertising - January
    62. 62. Mapping your audienceThree audience groups:Food IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer supportCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    63. 63. Mapping your audienceThree audience groups: trade showFood IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer supportCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    64. 64. Mapping your audience networkThree audience groups: trade showFood IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer supportCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    65. 65. Mapping your audience networkThree audience groups: learn trade showFood IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer supportCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    66. 66. Mapping your audience networkThree audience groups: learn trade show share ideasFood IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer supportCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    67. 67. Mapping your audience networkThree audience groups: learn trade show share ideasFood IndustryDonates food, raise funds, raise awarenessIndividualsInterested in social justice. Provide financial and volunteer support festival/eventCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    68. 68. Mapping your audience networkThree audience groups: learn trade show share ideasFood IndustryDonates food, raise funds, raise awareness music & cultureIndividualsInterested in social justice. Provide financial and volunteer support festival/eventCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    69. 69. Mapping your audience networkThree audience groups: learn trade show share ideasFood IndustryDonates food, raise funds, raise awareness music & cultureIndividualsInterested in social justice. Provide financial and volunteer support festival/event networkCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    70. 70. Mapping your audience networkThree audience groups: learn trade show share ideasFood IndustryDonates food, raise funds, raise awareness music & cultureIndividualsInterested in social justice. Provide financial and volunteer support festival/event network exploreCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving Future of Advertising - January
    71. 71. Mapping your audience networkThree audience groups: learn trade show share ideasFood IndustryDonates food, raise funds, raise awareness music & cultureIndividualsInterested in social justice. Provide financial and volunteer support festival/event network exploreCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving gala Future of Advertising - January
    72. 72. Mapping your audience networkThree audience groups: learn trade show share ideasFood IndustryDonates food, raise funds, raise awareness music & cultureIndividualsInterested in social justice. Provide financial and volunteer support festival/event network exploreCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving gala show interest in a cause Future of Advertising - January
    73. 73. Mapping your audience networkThree audience groups: learn trade show share ideasFood IndustryDonates food, raise funds, raise awareness music & cultureIndividualsInterested in social justice. Provide financial and volunteer support festival/event network exploreCorporate and Foundation ProfessionalsDecision makers for large corporate/foundation giving gala show interest in a cause be seen Future of Advertising - January
    74. 74. Mapping your audience Future of Advertising - January
    75. 75. Mapping your audienceOur end goal is to understand where they go andwhat they do, both online and offline, so that we canidentify the times and places where we have thebiggest opportunity to tell them about Second Harvest. Future of Advertising - January
    76. 76. Next week Future of Advertising - January
    77. 77. Next weekBlog assignment will be posted to Posterous Future of Advertising - January
    78. 78. Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously). Future of Advertising - January
    79. 79. Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class: Future of Advertising - January
    80. 80. Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:• Review options for portfolio development and display Future of Advertising - January
    81. 81. Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:• Review options for portfolio development and display• Discuss the creative marketplace, and how you fit into it Future of Advertising - January
    82. 82. Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:• Review options for portfolio development and display• Discuss the creative marketplace, and how you fit into it• Form project groups, discuss today’s reconnisance, and begin concepting for City Harvest Future of Advertising - January
    83. 83. Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:• Review options for portfolio development and display• Discuss the creative marketplace, and how you fit into it• Form project groups, discuss today’s reconnisance, and begin concepting for City HarvestGuest Speaker: Ana Andjelic, Planning Director at HUGE Future of Advertising - January
    84. 84. Next weekBlog assignment will be posted to PosterousBring your portfolios, whatever shape they’re in (seriously).In Class:• Review options for portfolio development and display• Discuss the creative marketplace, and how you fit into it• Form project groups, discuss today’s reconnisance, and begin concepting for City HarvestGuest Speaker: Ana Andjelic, Planning Director at HUGEEvening Event: CATFOA @ Fineline Music Cafe Future of Advertising - January

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