Your SlideShare is downloading. ×
0
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
The Future of Advertising Isn't Advertising (As We Know It)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Future of Advertising Isn't Advertising (As We Know It)

4,012

Published on

What an agency service model(s) looks like in a business landscape that is flattening and whose resources are becoming more distributed. A conversation that addresses the realities of the landscape, …

What an agency service model(s) looks like in a business landscape that is flattening and whose resources are becoming more distributed. A conversation that addresses the realities of the landscape, economic solutions and a bit about what this means for creativity.

Published in: Business
0 Comments
24 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,012
On Slideshare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
1
Comments
0
Likes
24
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  1. THE FUTURE OF ADVERTISING ISN’TADVERTISING (AS WE KNOW IT)Gunther SonnenfeldSasha Grujicic
  2. BACKDROP:
  3. ADVERTISING IS A MARKETPLACE
  4. PERSUASION / INFLUENCE$$PEOPLEBRANDSADVERTISINGMARKETPLACE
  5. PERSUASION / INFLUENCE$$PEOPLEBRANDSADVERTISINGTECHNOLOGICAL DISRUPTION
  6. AD SPEND BRAND SPEND(brokered paid media $) (earned & owned media $)
  7. SERVICE EROSION(agency services are being disintermediated...)“How do we provide value?”“Hmmm....”
  8. HUMAN EXPLOSION(an investment in better resources... sort of.)“We can makeservice products!(How’s my hair?)”“Will kick ass for awards...”“Behold, I am adigital Jedi.”
  9. WHERE’S THE CORE MODEL?“We need to simplify.”“We need revenue growth,not just increased margin.”
  10. ...OUTGOINGDIRECT PURCHASING MARKETING & ADVERTISING “CRM”
  11. INCOMING...DIRECT PURCHASING DATA + STORYTELLING BRAND UTILITY
  12. DIRECT PURCHASING DATA + STORYTELLING BRAND UTILITY(“platform”)(customization)SCALABLE
  13. DIRECT PURCHASINGBRAND UTILITY(“platform”)(customization) (partnership)DATA + STORYTELLINGVALUABLE!
  14. DIRECT PURCHASING DATA + STORYTELLINGBRAND UTILITY(“platform”)(customization) (partnership)(agency)
  15. SO HOW DO YOU SUBSIST AMARKETPLACE WHOSE NETVALUE IS ON THE DECLINE?
  16. PERSUASION / INFLUENCE$$PEOPLEBRANDSADVERTISINGYOU BRING PEOPLE INTOTHE ADVERTISING MARKETPLACE
  17. $$PEOPLEBRANDSADVERTISINGMARKETPLACE$(REMEMBER THIS?)
  18. $$PEOPLEBRANDSADVERTISINGMARKETPLACE$I.E. DIRECT INTELLIGENCE,COMMUNICATIONS, TRANSACTION,MEASUREMENT AND INVOLVEMENT
  19. 15 REALITIES:
  20. BRANDS ARE THE NEW APIs
  21. (PAID, EARNED, OWNED AND INTERFACED)
  22. SERVICE = INTELLIGENCE
  23. (REACTIVE) (PROACTIVE)
  24. VALUE IS CONSENSUAL
  25. (LET CUSTOMERS DETERMINE YOUR WORTH WITH YOU)
  26. STORYTELLING IS ART AND SCIENCE
  27. (INBOUND, OUTBOUND, AND ALL THE WAY AROUND)
  28. DATA ARE CURRENCY
  29. (GOOD INFORMATION WINS IN AN IDEA ECONOMY)
  30. MEDIA ARE CONTAINERS, NOTCOMMODITIES
  31. (PEOPLE AND INVENTORY ARE ONE AND THE SAME)
  32. CONTEXT BEFORE CONTENT
  33. (WE DON’T NEED MORE CONTENT. WE NEED MORE MEANING.)
  34. (ECO)SYSTEMS, NOT JUSTCAMPAIGNS
  35. (YOUR PRODUCT IS AN ONGOING CAMPAIGN...)
  36. MARKETING BUILDS MARKETS
  37. (PEOPLE BUY THINGS WHEN THEY HAVE JOBS... DUH)
  38. COLLABORATION ISN’TCONSUMPTION
  39. (SHARED PRODUCTION & DISTRIBUTION IS KEY)
  40. PLATFORMS & PARTNERSHIPS
  41. “In today’s landscape, the name of the game is platforms andpartnerships. Platforms must provide the ultimate in gaming,informational and/or brand utility. Partnerships are aboutleveraging consumer and institutional groups that are readyand willing to participate in experiences which providegateways to new forms of connectivity and purchasing power.The days of forced messaging and static campaigns are over.As marketers and technology developers, we’ve been forced togrow up in a really big way. And it’s really exciting.”Tommy Stephenson, CEO of Heated Details
  42. DESIGN IS ‘DIGILOG’
  43. (THERE’S NOTHING LIKE INTERACTIONS IRL)
  44. EXPERIENCES MATTER
  45. (BRAND EXPRESSIONS CAN BE MEDIA AGNOSTIC)
  46. EMPATHY RULES
  47. (NEED WE SAY MORE?)
  48. EXPERIMENT!
  49. (INNOVATION STEMS FROM MAKING INCREMENTAL MISTAKES)
  50. TO SUM IT ALL UP, INTERMS OF VALUE...
  51. (INTRINSIC VALUE)“people as markets” “markets as networks”(EXTRINSIC VALUE)data journalismcreative techproduct devmulti-platform storytellingneuromarketingadaptive analyticsscenario planningcontent strategysystems designpartner devsocial engineeringexperience designintelligence design(cognitive skills)(sentient & artistic skills)cognitive skills‘CAPITAL GAINS’SOCIAL DEVELOPMENTCRITICAL THOUGHT
  52. (SHARED VALUE!)“people as markets” “markets as networks”“scalable marketplaces”(companies * consumers * co-ops)(emerging skills & disciplines)(emerging market opportunities)(“platform”)
  53. QUESTIONS?
  54. Sasha: @SashaGGunther: @goonth
  55. THE BIG PIVOTby  Gunther  Sonnenfeld,  Sasha  Grujicic  &  Brendan  Howley.  Coming  soon.How a revolution in data +storytelling is transforming brands,markets and economies.representation: Jeff Kleinman, Folio Literary Management, NYC

×