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Advertising Evolves. You Should, Too.
 

Advertising Evolves. You Should, Too.

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How one agency changed and what marketers need to consider in light of new consumer influence. Seven recommended changes.

How one agency changed and what marketers need to consider in light of new consumer influence. Seven recommended changes.

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    Advertising Evolves. You Should, Too. Advertising Evolves. You Should, Too. Presentation Transcript

    • ADVERTISING EVOLVES. YOU SHOULD, TOO Edward Boches Chief Innovation Officer MullenWednesday, June 1, 2011Nothing stays the same. We make different things, work different ways, use different media.It takes an open mind, an endless curiosity and no fear of change.
    • Wednesday, June 1, 2011That is, after all, how you survive for 35 years in a business filled with 20 and 30 somethings.
    • Wednesday, June 1, 2011I’ve been doing this a long time. Since before the days of the Commodore 64. Launched acomputer show for Puma 25 years before Nike + came along.
    • Wednesday, June 1, 2011Feel that old some days, too.
    • Wednesday, June 1, 2011Mullen. The Manor House. Filled with ghosts, stories, history.
    • Wednesday, June 1, 2011You build an agency in the middle of nowhere by doing work that gains notoriety. Great workis self perpetuating and defines a culture.
    • Wednesday, June 1, 2011Both inside and outside the agency.
    • Agency no where dotcom crisis monster.com Text move to boston ad age fast company gary vee and leeWednesday, June 1, 2011But the industry -- advertising, marketing, digital, social, brands and how to build them --was changing.
    • UNBOUNDWednesday, June 1, 2011We decided we needed to change as well. Our vision was to be great. Our mission to get thereby being unbound in our thinking and work. Became our mantra.
    • Wednesday, June 1, 2011We started a social media practice before most other agencies and became social AOR for anumber of clients.
    • Wednesday, June 1, 2011We made more radical changes moving from the Manor House to the city.
    • Wednesday, June 1, 2011Made investments in talent, especially in the digital space.
    • Wednesday, June 1, 2011Stayed focused on our core work as well -- advertising.
    • Wednesday, June 1, 2011And all of that combined with new business wins led to momentum and recognition.
    • Wednesday, June 1, 2011And little by little, we, and even I, evolved.
    • EVERYTHING IS SOCIAL, OR...Wednesday, June 1, 2011So where are we today?
    • There’s nothing in this presentation that you couldn’t learn on Twitter.Wednesday, June 1, 2011Social media and consumer involvement changes everything. For us, for clients, for brands,for marketing. We all know that.
    • Wednesday, June 1, 2011Television is social. We can’t watch it in isolation. We have to connect, share, comment withothers. Ironically, after all the predictions of TV’s demise, at least as an ad medium,appointment TV is back thanks to Twitter. At least until we all cut the cable.
    • If youre not watching live – and reading the comments from friends, your favorite celebrities, and even total strangers via Twitter – youre missing half the show. November, 2010Wednesday, June 1, 2011
    • Wednesday, June 1, 2011Advertising is social. We may still receive ads or even sit through them, but not withoutplaying armchair critic and sharing our opinions.
    • Wednesday, June 1, 2011
    • Wednesday, June 1, 2011Fashion is social. Are we influenced or influencing on Art of the Trench, the remarkableBurberry site that has attracted fans, photographers, even singles in search of attractivemates.
    • Wednesday, June 1, 2011Burberry has nearly 25,000 followers on Instagram where they share and engage.
    • Wednesday, June 1, 2011Shopping is social. And not just in the Groupon way, but in the idea that even we goshopping by ourselves we’re never more than a click or a button away from our friends andposse. Does my ass look too big in these jeans?
    • Wednesday, June 1, 2011I bought a shirt on Twitter. You can read this on my blog. But the point is the power ofemployees to represent a brand and the company they work for.
    • Wednesday, June 1, 2011
    • Wednesday, June 1, 2011
    • Wednesday, June 1, 2011
    • Wednesday, June 1, 2011
    • Wednesday, June 1, 2011
    • Wednesday, June 1, 2011
    • Wednesday, June 1, 2011
    • Wednesday, June 1, 2011Working out is social. Nike + launched this a few years ago, but now we have Garminconnect, Run Keeper and dozens of platforms and apps that leverage not only personal databut our desire for community, connection and sharing.
    • Wednesday, June 1, 2011Digital cigarette lighters are social. I met with the Smule team at SxSW and learned that whatmakes all of their apps so popular, from Sonic Lighter to the Ocarina aren’t just the features,but are the fact that they connect users to each other all over the world.
    • Wednesday, June 1, 2011Music is social
    • Wednesday, June 1, 2011Brand relationships are social
    • Wednesday, June 1, 2011We have a tendency however,to think of this as social. Platforms.
    • Wednesday, June 1, 2011So what do brands do? Focus on the media, not the social. We try and get friends and fansand followers and send them updates and offers. We push out messages. We do it for lessmoney. Cause it’s “free” media.
    • Wednesday, June 1, 2011
    • Wednesday, June 1, 2011Rushkoff claims brands don’t belong in social media. It’s not for them, it’s for us. In fact, weinvented brands because of end of the marketplace and the industrial revolution, no longerknowing who we did business with. Hence the Popping Fresh Dough boy, and the KeeblerElves, and Mr Quaker Oats.
    • Wednesday, June 1, 2011But now that the world is social and we can connect with people and companies rather thansymbols, this shit won’t work anymore.
    • Wednesday, June 1, 2011Because here’s the deal. It’s not platforms that are social, it’s people. Which by the way isnothing new. We’ve always been social. It’s why you’re all here. It’s why we have cities. Andsocial media breakfasts.
    • eight trends consumers want to participateWednesday, June 1, 2011No doubt tech has reignited this. It’s enabled us to all connect again to find like mindedtribes to share and help each other. If you look across the landscape, there are these 8trends.
    • eight trends consumers want to participate we have complex relationships with mediaWednesday, June 1, 2011No doubt tech has reignited this. It’s enabled us to all connect again to find like mindedtribes to share and help each other. And if you look across the landscape, there are these 8trends.
    • eight trends consumers want to participate we have complex relationships with media we join forces to exert influenceWednesday, June 1, 2011No doubt tech has reignited this. It’s enabled us to all connect again to find like mindedtribes to share and help each other. And if you look across the landscape, there are these 8trends.
    • eight trends consumers want to participate we have complex relationships with media we join forces to exert influence we want to do business with human brandsWednesday, June 1, 2011No doubt tech has reignited this. It’s enabled us to all connect again to find like mindedtribes to share and help each other. And if you look across the landscape, there are these 8trends.
    • eight trends consumers want to participate we have complex relationships with media we join forces to exert influence we want to do business with human brands community is our new source of contentWednesday, June 1, 2011No doubt tech has reignited this. It’s enabled us to all connect again to find like mindedtribes to share and help each other. And if you look across the landscape, there are these 8trends.
    • eight trends consumers want to participate we have complex relationships with media we join forces to exert influence we want to do business with human brands community is our new source of content there is no such thing as perfectWednesday, June 1, 2011No doubt tech has reignited this. It’s enabled us to all connect again to find like mindedtribes to share and help each other. And if you look across the landscape, there are these 8trends.
    • eight trends consumers want to participate we have complex relationships with media we join forces to exert influence we want to do business with human brands community is our new source of content there is no such thing as perfect we have a new definition of qualityWednesday, June 1, 2011No doubt tech has reignited this. It’s enabled us to all connect again to find like mindedtribes to share and help each other. And if you look across the landscape, there are these 8trends.
    • eight trends consumers want to participate we have complex relationships with media we join forces to exert influence we want to do business with human brands community is our new source of content there is no such thing as perfect we have a new definition of quality attention is the new scarcityWednesday, June 1, 2011No doubt tech has reignited this. It’s enabled us to all connect again to find like mindedtribes to share and help each other. And if you look across the landscape, there are these 8trends.
    • Wednesday, June 1, 2011But look at some of the newest mobile apps. They’re about connecting us, sometimes topeople we know, but other times to strangers, folks in the same location, people with thesame interests. They not have achieved scale yet, but we are creating them for a reason.
    • We overestimate the value of access to information while we underestimate the value of access to each other.Wednesday, June 1, 2011A key point to keep in mind. It should drive our thinking.
    • what has to change: mindset audience messages target media plan penetrateWednesday, June 1, 2011So here are the things that I believe need to change for us to stay successful and relevant.
    • what has to change: mindset audience community messages experiences target engage media plan interest plan penetrate collaborateWednesday, June 1, 2011So here are the things that I believe need to change for us to stay successful and relevant.
    • Wednesday, June 1, 2011It might lead to this: Project Bread Art
    • what has to change: definition of creative user experience and engagement are the new art and copyWednesday, June 1, 2011
    • Wednesday, June 1, 2011It might lead to this: Skype Teacher’s Directory
    • from: what has to change: the brief who is our target? what is our insight? what is our message? where do we reach them? how do we measure success?Wednesday, June 1, 2011
    • to: what has to change: the brief who is our community? where do they hang out? what value can we add? what should our content be? how will people get involved? what platforms, tech, APIs should we use? what will make it ongoing? how will we measure success?Wednesday, June 1, 2011
    • Tommee TippeeWednesday, June 1, 2011Should generate ideas that are more inclusive.
    • what has to change: the team CW CW CW Design AD Design AD UX UX Social Tech Social Mobile MobileWednesday, June 1, 2011
    • Wednesday, June 1, 2011Non-traditional teams invent experiences, not simply messages. Put another way, it takes UX,dev, and digital design ( as well as CW/AD ) to create “ideas worth advertising,” rather thanadvertising ideas, as Gareth Kay likes to say.
    • what has to change: the processWednesday, June 1, 2011
    • what has to change: the processWednesday, June 1, 2011
    • Wednesday, June 1, 2011Check this out: http://edwardboches.com/inventin-rudeless-the-anti-iphone-app
    • Wednesday, June 1, 2011Or hear the story behind Crowdtap: http://edwardboches.com/an-ad-agency-gets-into-the-software-business
    • what has to change: the business model Introducing COMMON: Common purpose, common goals, common means, and common values. A common brand to encompass products, businesses, and ideas of the common community. ©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 41Wednesday, June 1, 2011The future of business will be doing good for the community, not just making more moneyfor stockholders.
    • Wednesday, June 1, 2011My bet is that this approach will eventually lead to more business as well. Check out Simon’snew book.
    • Wednesday, June 1, 2011The Uniform Project was an early experiment in this space. But there are many others onKickstarter.
    • Wednesday, June 1, 2011The Uniform Project was an early experiment in this space. But there are many others onKickstarter.
    • Wednesday, June 1, 2011
    • what has to change: our pace of change kudosWednesday, June 1, 2011
    • what has to change: our pace of change kudosWednesday, June 1, 2011Spend time on college campus and not only do you see the future when it comes to socialuse, mobile dependence, etc. You get a sense that these kids think differently. They invent innew ways that seamlessly connect utility, users, digital platforms, community, etc. Theydon’t make ads, they make big ideas, like this digital currency that rewards support of
    • Wednesday, June 1, 2011Someone will emerge as the new forward thinking agency, brand, individual. Why not you?
    • Thank youWednesday, June 1, 2011