Each person wants to be an unique individual and fit in like everyone else. This is the beautiful paradox for Creative. The brand must be unique and desired. This is the key. It cannot be everything to everybody. It must be hated to be loved. Cut through the clutter Be talked about Word of Mouth – Be Viral UGC – Mash-ups and Creativity Build the Brand Associate early and close strong Sell the Product or Service Why Buys – Features and Benefits
Reinvention and Renewal Self-sufficiency and Green Think and act local Redefine the “Jones” The power of the crowd Caution - Mad Ave has some bias Everyone has an iPad, a Droid, is Tweeting, eats organic and is sipping a Latte. No one is having sex nor going to Walmart, and Green is the New Black
Everyone is obsessed with exact targeting. Hard to due. Privacy issues. New alternative is the Audience Exchange – aggregating media and splitting it by target audience. Before agencies were using scale to simply buy in bulk cheaply. This new initiative is taking what they buy at scale, and now listening to client demands to plan and target all media the way that we handle television. The internet, mobile phones and all OOH are moving in this way. Domedia.
This is a good initiative, even if it is hard, because it tries to address the abomination of “The Last click.” Thanks to Google we are obsessed with response as the only known metric. This degrades the work done before the last click. The new technology of Attribution management is addressing this. Clearsaleing.
Receive and interact Phone, tablet, PC, TV Home, work, car, hotel, bar, restaurant, fitness center Xbox, Set Top Integration for Impact: two ways; insure your message is coordinated across touch points, and prepare for the new way consumers will be using content. Integrated Branded Entertainment Buy, Tag, Bookmark what you see Pause, Search Communicate – Tweet, Status, IM Interact and Play
Foa dayton 2010
Partner, NCT Ventures
Creative + Technology = Impact
Mad Men and The
Satiation and “In-
Cost Pressures (FTEs)
We want choice
We want what we don’t have
Once we have it, we don’t want it