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ADVERTISING
                EVOLVES. YOU
                SHOULD, TOO

                                                                  Edward Boches
                                                                  Chief Innovation Officer
                                                                  Mullen



Wednesday, June 1, 2011

Nothing 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, 2011

That is, after all, how you survive for 35 years in a business filled with 20 and 30 somethings.
Wednesday, June 1, 2011

I’ve been doing this a long time. Since before the days of the Commodore 64. Launched a
computer show for Puma 25 years before Nike + came along.
Wednesday, June 1, 2011

Feel that old some days, too.
Wednesday, June 1, 2011

Mullen. The Manor House. Filled with ghosts, stories, history.
Wednesday, June 1, 2011

You build an agency in the middle of nowhere by doing work that gains notoriety. Great work
is self perpetuating and defines a culture.
Wednesday, June 1, 2011

Both inside and outside the agency.
Agency no where
                                     dotcom crisis
                                     monster.com

                                              Text
                                     move to boston
                                     ad age
                                     fast company
                                     gary vee and lee




Wednesday, June 1, 2011

But the industry -- advertising, marketing, digital, social, brands and how to build them --
was changing.
UNBOUND



Wednesday, June 1, 2011

We decided we needed to change as well. Our vision was to be great. Our mission to get there
by being unbound in our thinking and work. Became our mantra.
Wednesday, June 1, 2011

We started a social media practice before most other agencies and became social AOR for a
number of clients.
Wednesday, June 1, 2011

We made more radical changes moving from the Manor House to the city.
Wednesday, June 1, 2011

Made investments in talent, especially in the digital space.
Wednesday, June 1, 2011

Stayed focused on our core work as well -- advertising.
Wednesday, June 1, 2011

And all of that combined with new business wins led to momentum and recognition.
Wednesday, June 1, 2011

And little by little, we, and even I, evolved.
EVERYTHING IS
                SOCIAL, OR...



Wednesday, June 1, 2011

So where are we today?
There’s nothing in
                               this presentation that
                                   you couldn’t learn
                                          on Twitter.


Wednesday, June 1, 2011

Social media and consumer involvement changes everything. For us, for clients, for brands,
for marketing. We all know that.
Wednesday, June 1, 2011

Television is social. We can’t watch it in isolation. We have to connect, share, comment with
others. 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 you're not watching live – and reading
                the comments from friends, your favorite
                celebrities, and even total strangers via
                Twitter – you're missing half the show.

                                                 November, 2010




Wednesday, June 1, 2011
Wednesday, June 1, 2011

Advertising is social. We may still receive ads or even sit through them, but not without
playing armchair critic and sharing our opinions.
Wednesday, June 1, 2011
Wednesday, June 1, 2011

Fashion is social. Are we influenced or influencing on Art of the Trench, the remarkable
Burberry site that has attracted fans, photographers, even singles in search of attractive
mates.
Wednesday, June 1, 2011

Burberry has nearly 25,000 followers on Instagram where they share and engage.
Wednesday, June 1, 2011

Shopping is social. And not just in the Groupon way, but in the idea that even we go
shopping by ourselves we’re never more than a click or a button away from our friends and
posse. Does my ass look too big in these jeans?
Wednesday, June 1, 2011

I bought a shirt on Twitter. You can read this on my blog. But the point is the power of
employees 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, 2011

Working out is social. Nike + launched this a few years ago, but now we have Garmin
connect, Run Keeper and dozens of platforms and apps that leverage not only personal data
but our desire for community, connection and sharing.
Wednesday, June 1, 2011

Digital cigarette lighters are social. I met with the Smule team at SxSW and learned that what
makes 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, 2011

Music is social
Wednesday, June 1, 2011

Brand relationships are social
Wednesday, June 1, 2011

We have a tendency however,to think of this as social. Platforms.
Wednesday, June 1, 2011

So what do brands do? Focus on the media, not the social. We try and get friends and fans
and followers and send them updates and offers. We push out messages. We do it for less
money. Cause it’s “free” media.
Wednesday, June 1, 2011
Wednesday, June 1, 2011

Rushkoff claims brands don’t belong in social media. It’s not for them, it’s for us. In fact, we
invented brands because of end of the marketplace and the industrial revolution, no longer
knowing who we did business with. Hence the Popping Fresh Dough boy, and the Keebler
Elves, and Mr Quaker Oats.
Wednesday, June 1, 2011

But now that the world is social and we can connect with people and companies rather than
symbols, this shit won’t work anymore.
Wednesday, June 1, 2011

Because here’s the deal. It’s not platforms that are social, it’s people. Which by the way is
nothing new. We’ve always been social. It’s why you’re all here. It’s why we have cities. And
social media breakfasts.
eight trends



                                   consumers want to participate




Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. If you look across the landscape, there are these 8
trends.
eight trends



                                   consumers want to participate
                                   we have complex relationships with media




Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
eight trends



                                   consumers want to participate
                                   we have complex relationships with media
                                   we join forces to exert influence




Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
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




Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
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




Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
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




Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
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




Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
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 scarcity


Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded
tribes to share and help each other. And if you look across the landscape, there are these 8
trends.
Wednesday, June 1, 2011

But look at some of the newest mobile apps. They’re about connecting us, sometimes to
people we know, but other times to strangers, folks in the same location, people with the
same 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, 2011

A key point to keep in mind. It should drive our thinking.
what has to change:
                          mindset




                              audience
                            messages
                                    target
                           media plan
                             penetrate



Wednesday, June 1, 2011

So 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             collaborate



Wednesday, June 1, 2011

So here are the things that I believe need to change for us to stay successful and relevant.
Wednesday, June 1, 2011

It might lead to this: Project Bread Art
what has to change:
              definition of creative




                                       user experience and
                                       engagement are the
                                         new art and copy


Wednesday, June 1, 2011
Wednesday, June 1, 2011

It 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 Tippee




Wednesday, June 1, 2011

Should 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   Mobile




Wednesday, June 1, 2011
Wednesday, June 1, 2011

Non-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 than
advertising ideas, as Gareth Kay likes to say.
what has to change:
                      the process




Wednesday, June 1, 2011
what has to change:
                      the process




Wednesday, June 1, 2011
Wednesday, June 1, 2011

Check this out: http://edwardboches.com/inventin-rudeless-the-anti-iphone-app
Wednesday, June 1, 2011

Or 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.                              41




Wednesday, June 1, 2011

The future of business will be doing good for the community, not just making more money
for stockholders.
Wednesday, June 1, 2011

My bet is that this approach will eventually lead to more business as well. Check out Simon’s
new book.
Wednesday, June 1, 2011

The Uniform Project was an early experiment in this space. But there are many others on
Kickstarter.
Wednesday, June 1, 2011

The Uniform Project was an early experiment in this space. But there are many others on
Kickstarter.
Wednesday, June 1, 2011
what has to change:
               our pace of change




                                    kudos




Wednesday, June 1, 2011
what has to change:
               our pace of change




                                          kudos




Wednesday, June 1, 2011

Spend time on college campus and not only do you see the future when it comes to social
use, mobile dependence, etc. You get a sense that these kids think differently. They invent in
new ways that seamlessly connect utility, users, digital platforms, community, etc. They
don’t make ads, they make big ideas, like this digital currency that rewards support of
Wednesday, June 1, 2011

Someone will emerge as the new forward thinking agency, brand, individual. Why not you?
Thank you




Wednesday, June 1, 2011

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Advertising Evolves. You Should, Too.

  • 1. ADVERTISING EVOLVES. YOU SHOULD, TOO Edward Boches Chief Innovation Officer Mullen Wednesday, June 1, 2011 Nothing 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.
  • 2. Wednesday, June 1, 2011 That is, after all, how you survive for 35 years in a business filled with 20 and 30 somethings.
  • 3. Wednesday, June 1, 2011 I’ve been doing this a long time. Since before the days of the Commodore 64. Launched a computer show for Puma 25 years before Nike + came along.
  • 4. Wednesday, June 1, 2011 Feel that old some days, too.
  • 5. Wednesday, June 1, 2011 Mullen. The Manor House. Filled with ghosts, stories, history.
  • 6. Wednesday, June 1, 2011 You build an agency in the middle of nowhere by doing work that gains notoriety. Great work is self perpetuating and defines a culture.
  • 7. Wednesday, June 1, 2011 Both inside and outside the agency.
  • 8. Agency no where dotcom crisis monster.com Text move to boston ad age fast company gary vee and lee Wednesday, June 1, 2011 But the industry -- advertising, marketing, digital, social, brands and how to build them -- was changing.
  • 9. UNBOUND Wednesday, June 1, 2011 We decided we needed to change as well. Our vision was to be great. Our mission to get there by being unbound in our thinking and work. Became our mantra.
  • 10. Wednesday, June 1, 2011 We started a social media practice before most other agencies and became social AOR for a number of clients.
  • 11. Wednesday, June 1, 2011 We made more radical changes moving from the Manor House to the city.
  • 12. Wednesday, June 1, 2011 Made investments in talent, especially in the digital space.
  • 13. Wednesday, June 1, 2011 Stayed focused on our core work as well -- advertising.
  • 14. Wednesday, June 1, 2011 And all of that combined with new business wins led to momentum and recognition.
  • 15. Wednesday, June 1, 2011 And little by little, we, and even I, evolved.
  • 16. EVERYTHING IS SOCIAL, OR... Wednesday, June 1, 2011 So where are we today?
  • 17. There’s nothing in this presentation that you couldn’t learn on Twitter. Wednesday, June 1, 2011 Social media and consumer involvement changes everything. For us, for clients, for brands, for marketing. We all know that.
  • 18. Wednesday, June 1, 2011 Television is social. We can’t watch it in isolation. We have to connect, share, comment with others. 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.
  • 19. If you're not watching live – and reading the comments from friends, your favorite celebrities, and even total strangers via Twitter – you're missing half the show. November, 2010 Wednesday, June 1, 2011
  • 20. Wednesday, June 1, 2011 Advertising is social. We may still receive ads or even sit through them, but not without playing armchair critic and sharing our opinions.
  • 22. Wednesday, June 1, 2011 Fashion is social. Are we influenced or influencing on Art of the Trench, the remarkable Burberry site that has attracted fans, photographers, even singles in search of attractive mates.
  • 23. Wednesday, June 1, 2011 Burberry has nearly 25,000 followers on Instagram where they share and engage.
  • 24. Wednesday, June 1, 2011 Shopping is social. And not just in the Groupon way, but in the idea that even we go shopping by ourselves we’re never more than a click or a button away from our friends and posse. Does my ass look too big in these jeans?
  • 25. Wednesday, June 1, 2011 I bought a shirt on Twitter. You can read this on my blog. But the point is the power of employees to represent a brand and the company they work for.
  • 33. Wednesday, June 1, 2011 Working out is social. Nike + launched this a few years ago, but now we have Garmin connect, Run Keeper and dozens of platforms and apps that leverage not only personal data but our desire for community, connection and sharing.
  • 34. Wednesday, June 1, 2011 Digital cigarette lighters are social. I met with the Smule team at SxSW and learned that what makes 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.
  • 35. Wednesday, June 1, 2011 Music is social
  • 36. Wednesday, June 1, 2011 Brand relationships are social
  • 37. Wednesday, June 1, 2011 We have a tendency however,to think of this as social. Platforms.
  • 38. Wednesday, June 1, 2011 So what do brands do? Focus on the media, not the social. We try and get friends and fans and followers and send them updates and offers. We push out messages. We do it for less money. Cause it’s “free” media.
  • 40. Wednesday, June 1, 2011 Rushkoff claims brands don’t belong in social media. It’s not for them, it’s for us. In fact, we invented brands because of end of the marketplace and the industrial revolution, no longer knowing who we did business with. Hence the Popping Fresh Dough boy, and the Keebler Elves, and Mr Quaker Oats.
  • 41. Wednesday, June 1, 2011 But now that the world is social and we can connect with people and companies rather than symbols, this shit won’t work anymore.
  • 42. Wednesday, June 1, 2011 Because here’s the deal. It’s not platforms that are social, it’s people. Which by the way is nothing new. We’ve always been social. It’s why you’re all here. It’s why we have cities. And social media breakfasts.
  • 43. eight trends consumers want to participate Wednesday, June 1, 2011 No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. If you look across the landscape, there are these 8 trends.
  • 44. eight trends consumers want to participate we have complex relationships with media Wednesday, June 1, 2011 No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.
  • 45. eight trends consumers want to participate we have complex relationships with media we join forces to exert influence Wednesday, June 1, 2011 No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.
  • 46. 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 Wednesday, June 1, 2011 No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.
  • 47. 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 Wednesday, June 1, 2011 No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.
  • 48. 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 Wednesday, June 1, 2011 No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.
  • 49. 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 Wednesday, June 1, 2011 No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.
  • 50. 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 scarcity Wednesday, June 1, 2011 No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.
  • 51. Wednesday, June 1, 2011 But look at some of the newest mobile apps. They’re about connecting us, sometimes to people we know, but other times to strangers, folks in the same location, people with the same interests. They not have achieved scale yet, but we are creating them for a reason.
  • 52. We overestimate the value of access to information while we underestimate the value of access to each other. Wednesday, June 1, 2011 A key point to keep in mind. It should drive our thinking.
  • 53. what has to change: mindset audience messages target media plan penetrate Wednesday, June 1, 2011 So here are the things that I believe need to change for us to stay successful and relevant.
  • 54. what has to change: mindset audience community messages experiences target engage media plan interest plan penetrate collaborate Wednesday, June 1, 2011 So here are the things that I believe need to change for us to stay successful and relevant.
  • 55. Wednesday, June 1, 2011 It might lead to this: Project Bread Art
  • 56. what has to change: definition of creative user experience and engagement are the new art and copy Wednesday, June 1, 2011
  • 57. Wednesday, June 1, 2011 It might lead to this: Skype Teacher’s Directory
  • 58. 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
  • 59. 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
  • 60. Tommee Tippee Wednesday, June 1, 2011 Should generate ideas that are more inclusive.
  • 61. what has to change: the team CW CW CW Design AD Design AD UX UX Social Tech Social Mobile Mobile Wednesday, June 1, 2011
  • 62. Wednesday, June 1, 2011 Non-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 than advertising ideas, as Gareth Kay likes to say.
  • 63. what has to change: the process Wednesday, June 1, 2011
  • 64. what has to change: the process Wednesday, June 1, 2011
  • 65. Wednesday, June 1, 2011 Check this out: http://edwardboches.com/inventin-rudeless-the-anti-iphone-app
  • 66. Wednesday, June 1, 2011 Or hear the story behind Crowdtap: http://edwardboches.com/an-ad-agency-gets-into-the- software-business
  • 67. 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. 41 Wednesday, June 1, 2011 The future of business will be doing good for the community, not just making more money for stockholders.
  • 68. Wednesday, June 1, 2011 My bet is that this approach will eventually lead to more business as well. Check out Simon’s new book.
  • 69. Wednesday, June 1, 2011 The Uniform Project was an early experiment in this space. But there are many others on Kickstarter.
  • 70. Wednesday, June 1, 2011 The Uniform Project was an early experiment in this space. But there are many others on Kickstarter.
  • 72. what has to change: our pace of change kudos Wednesday, June 1, 2011
  • 73. what has to change: our pace of change kudos Wednesday, June 1, 2011 Spend time on college campus and not only do you see the future when it comes to social use, mobile dependence, etc. You get a sense that these kids think differently. They invent in new ways that seamlessly connect utility, users, digital platforms, community, etc. They don’t make ads, they make big ideas, like this digital currency that rewards support of
  • 74. Wednesday, June 1, 2011 Someone will emerge as the new forward thinking agency, brand, individual. Why not you?