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PLENARY PANEL DISCUSSION Advertising is Dead. Long Live Advertising - How are Advertising and Revenue Models Changing? Ses...
Staying Relevant…. an Advertising Agency’s view on Media Rick de Kock Director: Africa Operations TBWAAfrica
First, the Good News
The Market & Money A (young) market of 1 billion 2020 - Consumer spending doubles to $1.4 trillion /households with discre...
The 3 rd  Wave
Happy Days! Right?
But, your world is changing
No Longer Business As Usual
<ul><ul><li>Big fish in small ponds….. </li></ul></ul>NOW
Technology is the Killer App
So, you can ride the waves of change, or drown in them
Like they did….. They sold film – not memories They sold books, not ease of entertainment
MindShift <ul><li>Prescriptive  </li></ul><ul><ul><li>Formats/Upfront payments </li></ul></ul><ul><li>Flexible  </li></ul>...
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Advertising is dead long live advertising - how ad and revenue models are changing

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  • 41% are under the age of 15
  • Global clients &amp; Regional Clients Non traditional markets – China, India, Brazil
  • Clients are changing: Better trained with more international experience Expect more from their agencies and from media partners- will start to demand more from you in terms of pricing, quality and transparency. Rise of importance of Agencies Corporate compliancy mean that agencies are required to take on media Industry is improving by leap and bounds – more respect from client to agencies as partners
  • Limited international competition ….but that can change. Why cant there be a scramble for media houses in africa – it happened with FMCG brands and Ad agencies
  • 118 million on-line and growing – many more media channels open to consumers People are changing their reading habits - all about customization/programs which aggregate what you want to read What is a TV ad vs a new print ad - on an iPad
  • Companies who used to dominate but didn’t innovate XXXXX Kodak – no more one hour film developing
  • Partner with agencies – maximise client budget together Transparency – initiate it and pay for it Marketing Solution – buy a print ad, backend onto websitte, radio etc.
  • Transcript of "Advertising is dead long live advertising - how ad and revenue models are changing"

    1. 1. PLENARY PANEL DISCUSSION Advertising is Dead. Long Live Advertising - How are Advertising and Revenue Models Changing? Session Chair: Nevo Hadas Panelists : Rick De Kock (TBWA) Gavin Rooke (Isobar) Graeme Pitt (Freshly Ground Insights) Salwa Smaoui (Microsoft) Kwasi Twum (CEO Multi media Group, Ghana )
    2. 2. Staying Relevant…. an Advertising Agency’s view on Media Rick de Kock Director: Africa Operations TBWAAfrica
    3. 3. First, the Good News
    4. 4. The Market & Money A (young) market of 1 billion 2020 - Consumer spending doubles to $1.4 trillion /households with discretionary income rises to 128 million
    5. 5. The 3 rd Wave
    6. 6. Happy Days! Right?
    7. 7. But, your world is changing
    8. 8. No Longer Business As Usual
    9. 9. <ul><ul><li>Big fish in small ponds….. </li></ul></ul>NOW
    10. 10. Technology is the Killer App
    11. 11. So, you can ride the waves of change, or drown in them
    12. 12. Like they did….. They sold film – not memories They sold books, not ease of entertainment
    13. 13. MindShift <ul><li>Prescriptive </li></ul><ul><ul><li>Formats/Upfront payments </li></ul></ul><ul><li>Flexible </li></ul><ul><ul><li>Client needs </li></ul></ul><ul><li>Massive inflation </li></ul><ul><li>Offer Value </li></ul><ul><li>Going Alone </li></ul><ul><ul><li>direct to clients </li></ul></ul><ul><li>Partner with Agencies </li></ul><ul><li>Distrust over Compliance </li></ul><ul><li>Transparency </li></ul><ul><li>Media Channel </li></ul><ul><li>Marketing Solution </li></ul>OWN YOUR DESTINY
    14. 14. Thank you
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