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When the readers become writers (or the evolution of advertising creative)
 

When the readers become writers (or the evolution of advertising creative)

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The evolution of advertising advertising creativity.

The evolution of advertising advertising creativity.

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    When the readers become writers (or the evolution of advertising creative) When the readers become writers (or the evolution of advertising creative) Presentation Transcript

    • when the readers become writers, what do the writers become?Thursday, February 10, 2011
    • “ Finding out what to say is the beginning of the communication process. How you say it makes “ people look and listen and believe.Thursday, February 10, 2011
    • Thursday, February 10, 2011
    • 1960 - 2000 a brand is what a brand says it is.Thursday, February 10, 2011
    • creativity attention-getting original unexpected entertaining emotionalThursday, February 10, 2011
    • Thursday, February 10, 2011
    • Thursday, February 10, 2011
    • Thursday, February 10, 2011
    • Thursday, February 10, 2011
    • Thursday, February 10, 2011
    • Thursday, February 10, 2011
    • Thursday, February 10, 2011
    • Good advertising tells what a product does and why you should buy it. Great advertising expresses what a brand stands for and invites you to share in its beliefs.Thursday, February 10, 2011
    • 2000 - Beyond a brand isn’t what a brand says. a brand is what a brand does.Thursday, February 10, 2011
    • Creative is no longer about good advertising or bad advertising. It’s may not even be about advertising.Thursday, February 10, 2011
    • Creative is no longer about good advertising or bad advertising. It’s may not even be about advertising.Thursday, February 10, 2011
    • Consumers don’t want to watch and read and consume. They want to participate, share and respond.Thursday, February 10, 2011
    • Consumers don’t want to watch and read and consume. They want to participate, share and respond.Thursday, February 10, 2011
    • Once we were in the business of telling stories. Now we are in the business of getting others to tell stories for us.Thursday, February 10, 2011
    • create stories with usThursday, February 10, 2011
    • become the story themselvesThursday, February 10, 2011
    • building platforms that earn attentionThursday, February 10, 2011
    • creating utility rather than messagesThursday, February 10, 2011
    • finding new ways to deliver serviceThursday, February 10, 2011
    • helping customers make decisionsThursday, February 10, 2011
    • including them in the marketingThursday, February 10, 2011
    • providing collaborative advantagesThursday, February 10, 2011
    • owning the mediaThursday, February 10, 2011
    • understanding contextThursday, February 10, 2011
    • Thursday, February 10, 2011
    • old questions who is our target audience? what is the problem we are trying to solve? what differentiates us? what is our main communication point?Thursday, February 10, 2011
    • new questions Who is our community? Where do they hang out? What is their relationship to media, technology and community? What value are we providing? What is our content? Why will people share it? How can they get involved? What will keep it going?Thursday, February 10, 2011
    • attention-getting original unexpected entertaining emotionalThursday, February 10, 2011
    • attention-getting shareable original interactive unexpected participatory entertaining useful emotional ongoingThursday, February 10, 2011
    • Instead of having advertising ideas, we need to have ideas that are worth advertising. Gareth KayThursday, February 10, 2011
    • Thursday, February 10, 2011
    • create content that generates more contentThursday, February 10, 2011
    • Thursday, February 10, 2011
    • learn to leverage the network effectThursday, February 10, 2011
    • let’s embrace a new definition of creative and story tellingThursday, February 10, 2011
    • the future of advertising is story telling and software working togetherThursday, February 10, 2011
    • it calls for a new kind of person copywriter art director web designer IA/UX programmer video producer content strategist connection planner PR/social media media analyticsThursday, February 10, 2011
    • be curious embrace collaboration seek collisions stay unboundThursday, February 10, 2011