Advertising Evolves, So Should You, V2

Advertising evolves. You should, too. Edward Boches Cleveland AAF | September 20, 2011Sunday, September 25, 11

Sunday, September 25, 11

Ideas > Words Pictures StoriesSunday, September 25, 11

Ideas > Applications Utility TechnologySunday, September 25, 11

We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by a small group of professionals.Sunday, September 25, 11

Mayhem on Madison AvenueSunday, September 25, 11

"Marketing in the future will be like sex. Only the losers will have to pay for it." John BondSunday, September 25, 11

"The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament." Steve Jobs 1999Sunday, September 25, 11

unboundSunday, September 25, 11 I things we did

Sunday, September 25, 11 II things we did

Sunday, September 25, 11 III things we did

MARKETING in the age of social mediaSunday, September 25, 11 IV things we did

@styleit Style IT Sarah FUCK YOU NATIONAL GRID. That is all. 4:52 PM Feb 27th via TwitterFoxSunday, September 25, 11 IV things we did

Sunday, September 25, 11 IV things we did

Sunday, September 25, 11 V things we did

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Agility Collaboration EngagementSunday, September 25, 11 I things we learned

How to be comfortable living in beta.Sunday, September 25, 11 II things we learned

We should give credit to the idea rather than to the person who “thinks” he came up with it.Sunday, September 25, 11 III things we learned

Fail in ways that let you survive.Sunday, September 25, 11 IV things we learned

TalentSunday, September 25, 11

Talent WorkSunday, September 25, 11

Talent Work VisibilitySunday, September 25, 11

Talent Work Clients VisibilitySunday, September 25, 11

Talent Opportunities Work Clients VisibilitySunday, September 25, 11

E SP R Talent A U CE LT CU Opportunities Work Clients Visibility S EF RK WO B RISunday, September 25, 11

E RE SP SP R TU Talent A U AC CE L LT CU E CU Opportunities Work Clients Visibility S WO S EF RK K I EF WO B R RI RSunday, September 25, 11

RE SP UE TR SP SP RE U Talent A AC E T L UL U E CU C AC CE LT CU Opportunities Work Clients Visibility WO R S FS K I S R EF E WO R BI EF RK K WO B R RISunday, September 25, 11

E URE SP SP R T E SP TU E UR R T Talent A SP AC E L UL U AC T L E LCU CU C AC CE E CU Opportunities Work Clients Visibility WO R S FS K WO WO I SS K I R EF E EFF WO R R BI RI E K RSunday, September 25, 11 RK B B R

It’s time to stop having advertising ideas and start having ideas worth advertising. Gareth KaySunday, September 25, 11

First nd the problem, then invent a solution.Sunday, September 25, 11

Construction workers can’t buy your boots if they’re out of work.Sunday, September 25, 11 I problem

Sunday, September 25, 11 I solution

Gen Y is being de ned by researchers and marketers not by themselves.Sunday, September 25, 11 II problem

Sunday, September 25, 11 II solution

Our charitable work gets no recognition.Sunday, September 25, 11 III problem

Sunday, September 25, 11 III solution

Sunday, September 25, 11 III

Sunday, September 25, 11 III solution

There’s no easy way for Moms to “socially” document the life of a new born child.Sunday, September 25, 11 IV problem

Sunday, September 25, 11 IV solution

You can’t appreciate the new Olympus Pen unless you actually try it out.Sunday, September 25, 11 V problem

Sunday, September 25, 11 V solution

Newspapers are losing readers to blogs and social media.Sunday, September 25, 11 VI problem

Sunday, September 25, 11 VI solution

Change is hard Employees are fearful Clients are risk adverse There are no directions but...Sunday, September 25, 11

Learning to change Dif culties mastering new technologies Finding time to keep up Questioning whether we can adapt Enduring inef ciencies due to old systems Not getting the talent right Finding reliable sources of information Learning to collaborate across disciplines Undoing titles and staf ng plans Confronting close-minded leadership Getting training and education Resolving culture clash of old and newSunday, September 25, 11

Focus on innovationSunday, September 25, 11 I solution

clients current currentSunday, September 25, 11 services I why?

clients new current current currentSunday, September 25, 11 services I why?

clients new current current current current newSunday, September 25, 11 services I why?

clients new new current new current current current newSunday, September 25, 11 services I why?

Create a lab Experiment more yourself Make small bets Find new partnersSunday, September 25, 11 I how?

Traditional R&D Agency R&D R&D Brand Solutions Prototype & Testing & Testing Prototype I Branding & Consumer Distribution Understanding how?Sunday, September 25, 11

Act like a startupSunday, September 25, 11 II solution

I feel like Ive been whipsawed around the globe this morning. I started off in the future and was then jetisoned back in time 20 years. A few weeks ago I was asked to kick off the Crowdsourcing track at Social Media Week which was today in Milan, Italy. I wasnt keen on traveling so I did the talk via Skype. At 6 this morning I kicked off the event. I talked for a bit then answered a few questions. It was a great experience and, despite the distance, I felt like I was there. My talk ended in time for me to have breakfast with the boys and walk them to school. I love the future. A couple of hours later I got dragged back in time. I met a film crew at my office to record a question, one simple question, that I was supposed to ask John Seifert, Steve Simpson and Lars Bastolm, the leaders of Ogilvy, in a session they are running at Advertising Week entitled, Inside a Big Dumb Agency. I applaud John, Steve and Lars for hosting a panel with such a provocative title. Im sure the session will be a big hit. But, I did find it more than ironic that instead of using modern technology, like Social Media Week did, Ogilvy had a crew of 3, a ton of equipment and spent 2.5 hours to professionally set up and record my 30 second question. I had already recorded a perfectly good question on my iPhone4 but I guess rapid moves to the future can be hard when you are used to big production budgets. II My head still hurts from being transported so quickly from the future to the past. And, my question? Youll have to attend the session why?Sunday, September 25, 11

Visit startups and software companies Learn agile Try this exercise (search edward boches carbon 5)Sunday, September 25, 11 II how?

Retain our best talentSunday, September 25, 11 III solution

Sunday, September 25, 11 III why?

20 percent rule Flatter organization Greater voiceSunday, September 25, 11 III how?

Master engagementSunday, September 25, 11 IV solution

We greatly overvalue connecting people to brands and information and undervalue connecting them to each other.Sunday, September 25, 11 IV why?

Do it yourself Leverage employees who embrace what’s new Embrace user participationSunday, September 25, 11 IV how?

Sunday, September 25, 11 IV how?

Learn from the next generationSunday, September 25, 11 V solution

"We can’t teach the new generation as much as it can teach us."Rishadt TobocawallaSunday, September 25, 11 V why?

Great internship program Reverse mentoring More responsibilitySunday, September 25, 11 V how?

tngg storySunday, September 25, 11 V how?

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Advertising Evolves, So Should You, V2

by edward boches on Sep 25, 2011

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Advertising Evolves, So Should You, V2 — Presentation Transcript