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Advertising is kinda dead but not really
 

Advertising is kinda dead but not really

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This is a talk I gave to undergraduate students at the University of South Dakota.

This is a talk I gave to undergraduate students at the University of South Dakota.

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    Advertising is kinda dead but not really Advertising is kinda dead but not really Presentation Transcript

    • ADVERTISING IS KINDADEAD… BUT NOT REALLY heidi hackemer @uberblond
    • ADVERTISING IS DEAD"very popular phrase these days
    • IT IS AND IT ISN’T"
    • The proper definitionThe act or practice of calling attention to one’sproduct, service, need, etc…, especially by paidannouncements in newspapers and magazines,over radio or television and on billboards: to getmore customers by advertising"
    • WE SHOUT "AND THEREFORE YOU PAYATTENTION & DO WHAT WE WANT
    • LAZY"ARROGANT"PATRONIZING"OUT OF STEP WITH CULTURE
    • This definition of advertising is dead."
    • But, let’s be honest, the word advertising isn’tgoing anywhere anytime soon – it’s tooingrained, too easy as a shorthand
    • Your mission, young warriors, is to infuse newmeaning into that word so our industry is notperceived as lazy, arrogant, patronizing and,most importantly, out of step with culture
    • WTF HAPPENED WITH CULTURE?
    • DIGITAL HAPPENED"
    • DIGITAL CULTURE (at it’s best) "DemocraticOpenFastPlayfulScrappyAccountable Pretty dang human
    • A COLLECTION OF THINGS IPERSONALLY LOVE ABOUT "DIGITAL CULTURE
    • THE IDEA, NOT THE LEGACY, RULES"Twitter is five years oldYouTube is six years oldFacebook is seven years oldGoogle is fourteen years old
    • DOING IS DEMOCRATIZED
    • THE GIG IS UP"In the US, TV was made by advertisersThe Internet, although it has a military/education DNA, was builtby the collectiveAs web-culture continues to define mainstream culture, thecollective is and will continue to call us out on our BS
    • DIGITAL CULTURE the values of digital are becoming our cultural values
    • WHAT DOES THIS ALL MEAN FOR US?
    • IT’S A PRETTY AWESOME TIME "TO DO WHAT WE DO
    • MORE COMPETITIVE WORLD "CREATIVITY IS OUR SWORD "PEOPLE MATTER "
    • THE CANVAS TO MAKE BRANDS DOALL THIS STUFF IS AWESOMELYCOMPLEX AND RICH"(which means, our jobs get more and more interesting every day)"(which means, brilliance should come from every discipline, not justthe creative department)
    • BUT YOU HAVE TO PARTICIPATE
    • BRANDS GET AND NEED TO BE "MORE HUMAN"and be about more than just theidealized consumptive act
    • SHIFT"traditionally a brand’s relationship with a person has been based onthe consumptive act married with idealized emotional benefits. veryfew brands presented much more than thatbut culturally, consumption, people’s relationship with consumptionand the emotional effect of consumption is being questionedto stay relevant, we have to adjust
    • MEANING…"brands need to do more, talk less"they need to have conversationsthey need to have an opinionthey need to be usefulthey need to flex and movethey need to be smartthey need to show their wartsthey need to work for our lovethey need to provokethey need to entertain and have funthey need to do
    • PATAGONIA FOOTPRINT CHRONICLES
    • GOOGLE DOODLES
    • SCION
    • BURBERRY
    • HUMAN BRANDS"we like to be around them (useful/entertaining)they’re complex (warts and all)they’re interestingthey move at our pacethey like to talk with usthey make us thinkthey’re in sync with culture
    • Be brave! Go have fun!
    • thank you