Big Media v Big Society v Highest rated ad during 2011 Superbowl $20m community fund replaces Superbowl ad
Change Drivers Socio-Cultural & Media Landscape
Dispersal of authority & expertise
Collective self expression
Which media owner has larger audience than all these combined?
Change Drivers Evolving Client Demands Fastest growing brand in category without any advertising support 140 m viewers, no media investment Expert sourced creative campaigns Breakthrough social media
Change Drivers Shifting Creative Economics Visit Britain saved over £200k on photographic costs using Flickr “ A few 19 year old students … can design & produce a brilliant campaign in a few hours that once would have taken weeks of late-night creative work by 50 people to produce” Jerry Della Femina (original Mad Man)
Change Drivers Emerging Collaborative Business Models