1. Now is an exciting time for advertising due to conflicts between audiences who enjoy ads and find them annoying, and discrepancies between what people recall seeing in ads. 2. This conflict has created a crisis as most advertising does not work, with brands seeing little growth and ads being seen as homogeneous. 3. This is because the wrong objectives are being focused on, such as awareness, rather than a brand's energy and point of view on the world.

2. My contention: Now is the most exciting time to work in advertising. Ever.

3. Conflict. Crisis. Resolution.

4. The conflict between ‘us’ and ‘them’

6. Source: TGI % “ I enjoy the ads as much as the TV programmes”

7. Source: TGI % “ TV ads are annoying”

8. Source: OMD Proprietary DVR Study 2006 % “ I don’t recall seeing any commercials while watching the programme” ( American Idol or Desperate Housewives )

10. Images courtesy of Russell Davies

11. Images courtesy of Russell Davies (above) and Wooster Collective (right)

12. Hugh MacLeod – gapingvoid.org

13. This conflict has created a crisis: more often than not, what we do doesn’t work.

15. This is because we have the wrong map and the wrong directions.

16. 1. We focus on the wrong thing.

17. Consumer. Brand. Business.

18. Culture.

21. The most interesting people and things are multi-faceted, full of depth and nuance.

22. 2. Lost in translation.

28. It’s not about social media. It’s about social ideas and unsocial ideas.

29. 3. The pursuit of the wrong objectives.

31. Source: “The Brand Bubble”, John Gerzema It’s energy that matters. The active or moving force of a brand

33. We can resolve this crisis by realizing that what makes a great idea today is different.

35. Have a social mission, not just a commercial proposition.

36. “ Like any company we require a profit to stay in business. But it is not the reason we are in business. The thing that has not changed from day one is the desire to make people think about the world we live in. This is, and always will be, why we are in business.”

40. Photo: Andrew Hovells (aka Northern Planner)

41. Photo: Andrew Hovells (aka Northern Planner)

43. “ Nobody reads advertising. People read what they want to read and sometimes it's an ad .” Howard Gossage “ Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” Patrick Barwise

44. Not sure a gorilla playing a Phil Collins drum solo wins us the Dairy Milk account A text message from Laurence Green to Richard Flintham

45. 5 million views in 8 weeks Sales up 7%, 30% greater than industry average

59. DO. Learn.

65. Coherency not consistency. Provide an uplifting experience that enriches people’s lives Source: John Grant, ‘The Brand Innovation Manifesto’ language, eg ‘skinny’ specials eg frappucino habits formation range and options ordering system starbucks company barista culture ‘ my sister’ book africa 05 social responsibility used grounds for gardeners fair trade coffee cause publicity in store sofas and ambience hearmusic Xm burn your own cd music cd in store performance and art book reading starbucks salon akelah and the bee

66. It’s about understanding distributed identity. Organize the world’s information and make it universally accessible and useful. Google Search Google 411 Google Docs Google labs Google Shopping Google Scholar Google Books Google Maps Google sketch Google.Org Fossil fuel Challenge Youtube Chrome Browser Blogspot

67. The only big idea today is not to forget the little ones along the way.

69. Thank you Ed and Influx Insights for spotting this

71. High frequency. Low value. Semi-unpredictable rewards.

72. All this means how you design, create and evaluate ideas has to change.

74. Success will no longer come from sugar coating interruptions. It will come from making a positive cultural contribution.

75. Thanks. http://www.garethkay.com http://www.twitter.com/garethk http://www.modernista.com