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Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
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Custom Made Media - What Next May 2010

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  • 1. 57 channels and nothing on. Lyrics from 1992 Bruce Springsteen song
  • 2. It’s not information overload. It’s filter failure. Clay Shirky - Internet commentator
  • 3. We’re talking about What is custom made media What’s changed BCM’s strategic approach to creating killer custom made media
  • 4. For most of the last century, traditional media has ruled supreme
  • 5. Custom made media presents new opportunities for brands
  • 6. Owning custom made media is nothing new
  • 7. Big brands have been doing it for decades
  • 8. What was the cost of entry then?
  • 9. Times have changed 90% broadband penetration Multiple channels available to consumers These channels are not owned by media proprietors Cost effective digital production technology Digital natives
  • 10. Consumer attention has diminished as media choices have increased exponentially Custom made media is not new, but it is the future, as barriers for participation fall Successful custom made media is simply a brand owning a channel and populating it with content that is of value to the consumer
  • 11. What do consumers value?
  • 12. We don’t do advertising anymore. We just do cool stuff. We need to become part of people’s lives and digital allows us to do that. Simon Pestridge, Nike UK Marketing Director
  • 13. stands for:
  • 14. NEVER STOP EXPLORING
  • 15. Whimsy Topical FUN
  • 16. Is there a formula for developing killer custom made media?
  • 17. YES!
  • 18. BRAND BRAND + PROMISE + PROMISE + CONSUMER INSIGHT + CONSUMER INSIGHT + EXPRESSION // EXECUTION + EXPRESSION EXECUTION = KILLER CUSTOM CONTENT = KILLER CUSTOM CONTENT
  • 19. BRAND: + PROMISE: OPTIMISM Eggs are simple wholesome food + INSIGHT: Eggs make me smile + EXPRESSION: = KILLER CUSTOM CONTENT 41,000 FANS
  • 20. BRAND: + PROMISE: Freedom & Friends Music - the ultimate + INSIGHT: expression of ‘us’ + EXPRESSION: = KILLER CUSTOM CONTENT 90,000 FANS & millions of views
  • 21. Stop creating advertising Start creating

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