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Some people  don’t like change Change  doesn’t much care
The mass market model The mass market model
The mass market model Advertising funded media
But now But it’s all changed now
 
TV is failing to deliver
Consumers are changing
Consumers are changing 85% have video players 68% have dvd players 65% have PCs 18% have PVR 10% mp3 players uk households...
Consumers are changing 2000/01 - 7.25hrs a week watching tv 2004/05 - 6.3hrs a week watching tv 18-34yr male , Nielson
So what are they doing? 22% surf 20% watch tv 16% play video games 9% go to the movies 6% watch dvds 6% read books/magazin...
Their behaviour is changing
We assault them with ads everywhere they look
And so they’ve fallen  out of love with them
And so they’ve fallen  out of love with them “ The ads are as good as the programmes”  % who agree with this  statement ha...
And so they’ve fallen  out of love with them “ Nearly all TV advertising annoys me.”
And so they’ve fallen  out of love with them “ Nearly all TV advertising annoys me.” 57% agree in 2003 94% agree in 2005
And so they’ve fallen  out of love with them And they’re fighting back PVRS allow you to fast forward ads Pop up blockers ...
The model is changing In a milestone that singles  a fundamental shift in the economics  of the media industry,  consumers...
We now have to go where  the consumer takes us
We now have to go where  the consumer takes us Now not only must we consider  what our communication objectives are  but w...
The platforms are changing % who were very/extremely interested in these TV enhancements
The platforms are changing % who were very/extremely interested in these TV enhancements DVR features VOD features
The clients are changing “ It’s clear we need new channels to reach consumers.  Brands that rely too heavily on  mainstrea...
The clients are changing “ Where will Coke go?  To accelerate the convergence of Madison & Vine,  a convergence of the tri...
The clients are changing “ Interruption advertising is in question, but I believe  it will continue in to be in the market...
And TV continues to suffer P&G Unilever Heineken
And TV continues to suffer Carat USA predicts  a $55billion switch out of  TV in 2009
And TV continues to suffer McKinsey predicts TV will be 35% less effective in 2010 compared to 1990
And TV continues to suffer Cap Gemini say, TV doesn’t work for  car brands
And TV continues to suffer Deutsche Bank say, TV no longer works for  established brands
So what are the  smart people doing?
Subservientchicken.com Burger King - Crispin Porter + Bogusky, Miami http://www.subservientchicken.com
Haircut     Virgin - Crispin, Porter + Bogusky, Miami http://virginatlanticjetset.com/haircut/
  Come Clean - Method Cleaning   Crispin Porter + Bogusky, Miami www.comeclean.com
  Come Clean - Method Cleaning   Crispin Porter + Bogusky, Miami www.comeclean.com
  Counterfeitmini.com   Crispin Porter + Bogusky, Miami
  Counterfeitmini.com   Crispin Porter + Bogusky, Miami
This is only the beginning
“ Consumers are beginning in a very real sense to own our brands & participate in their creation….. We need to learn to le...
Coke v Mentos http://www.youtube.com/watch?v=nrCaONL0X9U
 
Coke
Mentos
25.10.07
“ Tell me and I’ll forget, Show me and I’ll remember.  Involve me and I’ll understand.” Confucius
Sony v Adidas
Sony
Adidas
“ Coca Cola isn’t a drink it’s an idea, like music,  it’s a feeling. We’re headed to ideas…. Ideas that bring  entertainme...
BMW v Halo2
BMW
 
Halo2
Rule 1: the brand
Rule 2: all advertising is interactive
Viral
Wassup 8 years later
 
Rule 3: integration is a state of mind
Obama ringtones
Rule 4: everything is media
Rule 5: there are no rules
 
It worked
It’s time to experiment
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New rules of engagment

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  • Transcript of "New rules of engagment"

    1. 1. Some people don’t like change Change doesn’t much care
    2. 2. The mass market model The mass market model
    3. 3. The mass market model Advertising funded media
    4. 4. But now But it’s all changed now
    5. 6. TV is failing to deliver
    6. 7. Consumers are changing
    7. 8. Consumers are changing 85% have video players 68% have dvd players 65% have PCs 18% have PVR 10% mp3 players uk households, ofcom
    8. 9. Consumers are changing 2000/01 - 7.25hrs a week watching tv 2004/05 - 6.3hrs a week watching tv 18-34yr male , Nielson
    9. 10. So what are they doing? 22% surf 20% watch tv 16% play video games 9% go to the movies 6% watch dvds 6% read books/magazines 4% listen to music 18-34yr male, Nielson
    10. 11. Their behaviour is changing
    11. 12. We assault them with ads everywhere they look
    12. 13. And so they’ve fallen out of love with them
    13. 14. And so they’ve fallen out of love with them “ The ads are as good as the programmes” % who agree with this statement has halved in the last 10yrs
    14. 15. And so they’ve fallen out of love with them “ Nearly all TV advertising annoys me.”
    15. 16. And so they’ve fallen out of love with them “ Nearly all TV advertising annoys me.” 57% agree in 2003 94% agree in 2005
    16. 17. And so they’ve fallen out of love with them And they’re fighting back PVRS allow you to fast forward ads Pop up blockers do exactly that on the web You can opt out of DM & telephony
    17. 18. The model is changing In a milestone that singles a fundamental shift in the economics of the media industry, consumers now spend more on media than advertisers do Media Daily News
    18. 19. We now have to go where the consumer takes us
    19. 20. We now have to go where the consumer takes us Now not only must we consider what our communication objectives are but we must deliver them in a way that also delivers value
    20. 21. The platforms are changing % who were very/extremely interested in these TV enhancements
    21. 22. The platforms are changing % who were very/extremely interested in these TV enhancements DVR features VOD features
    22. 23. The clients are changing “ It’s clear we need new channels to reach consumers. Brands that rely too heavily on mainstream media, or that are not exploring new technologies and connection points, will lose touch.” Jim Stengel P&G
    23. 24. The clients are changing “ Where will Coke go? To accelerate the convergence of Madison & Vine, a convergence of the trinity in brand building; content, media and marketing.” Steve Heyer, Coca Cola
    24. 25. The clients are changing “ Interruption advertising is in question, but I believe it will continue in to be in the marketing mix. The challenge is to engage whole sets of consumers who are not convinced by traditional advertising methods.” Michael Wolf, McKinseys
    25. 26. And TV continues to suffer P&G Unilever Heineken
    26. 27. And TV continues to suffer Carat USA predicts a $55billion switch out of TV in 2009
    27. 28. And TV continues to suffer McKinsey predicts TV will be 35% less effective in 2010 compared to 1990
    28. 29. And TV continues to suffer Cap Gemini say, TV doesn’t work for car brands
    29. 30. And TV continues to suffer Deutsche Bank say, TV no longer works for established brands
    30. 31. So what are the smart people doing?
    31. 32. Subservientchicken.com Burger King - Crispin Porter + Bogusky, Miami http://www.subservientchicken.com
    32. 33. Haircut Virgin - Crispin, Porter + Bogusky, Miami http://virginatlanticjetset.com/haircut/
    33. 34. Come Clean - Method Cleaning Crispin Porter + Bogusky, Miami www.comeclean.com
    34. 35. Come Clean - Method Cleaning Crispin Porter + Bogusky, Miami www.comeclean.com
    35. 36. Counterfeitmini.com Crispin Porter + Bogusky, Miami
    36. 37. Counterfeitmini.com Crispin Porter + Bogusky, Miami
    37. 38. This is only the beginning
    38. 39. “ Consumers are beginning in a very real sense to own our brands & participate in their creation….. We need to learn to let go.” AG Lafley CEO, P&G
    39. 40. Coke v Mentos http://www.youtube.com/watch?v=nrCaONL0X9U
    40. 42. Coke
    41. 43. Mentos
    42. 44. 25.10.07
    43. 45. “ Tell me and I’ll forget, Show me and I’ll remember. Involve me and I’ll understand.” Confucius
    44. 46. Sony v Adidas
    45. 47. Sony
    46. 48. Adidas
    47. 49. “ Coca Cola isn’t a drink it’s an idea, like music, it’s a feeling. We’re headed to ideas…. Ideas that bring entertainment value to our brands, ad ideas that integrate our brands into entertainment. We’re moving to ideas that elicit emotion and create connections” Stehen Heyer CEO, Coca Cola
    48. 50. BMW v Halo2
    49. 51. BMW
    50. 53. Halo2
    51. 54. Rule 1: the brand
    52. 55. Rule 2: all advertising is interactive
    53. 56. Viral
    54. 57. Wassup 8 years later
    55. 59. Rule 3: integration is a state of mind
    56. 60. Obama ringtones
    57. 61. Rule 4: everything is media
    58. 62. Rule 5: there are no rules
    59. 64. It worked
    60. 65. It’s time to experiment
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