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Hammer Time

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A look at why advertising folk need to put down their hammer and embrace change.

A look at why advertising folk need to put down their hammer and embrace change.

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Hammer Time Hammer Time Presentation Transcript

  • Hammer Time Why Everything Looks Like a Nail _Scholz & Friends Orchestration Day, Berlin Jeremy Abbett _Digital Director _jeremy.abbett@s-f.com _Scholz & Friends Hamburg _May 09th, 2009
  • If all you have is a hammer, everything looks like a nail.
  • In the 60‘s advertising was interesting...
  • ...advertising now is even more so.
  • 1. Context
  • 2. Early Adopters
  • 3. Tools
  • 1. Context 2. Early Adopters 3. Tools
  • 1. Context
  • ...advertising now is even more so.
  • The adoption of communication technologies have helped spread ideas faster
  • Four Eras of Computing
  • Mainframe Era, 1960
  • Personal Computer Era, 1980
  • Mobility Era, 2000
  • Ubiquity Era, 2020+
  • Ubiquity Era, 2020+
  • Four Eras of Computing
  • Moore’s Law Moore's Law describes an important trend in the history of computer hardware: that the number of transistors that can be inexpensively placed on an integrated circuit is increasing exponentially, doubling approximately every two years.
  • As price falls processing power rises
  • Information is no longer an object that has to be transported
  • A fundamental shift in publishing
  • A fundamental shift in radio
  • A fundamental shift in broadcasting
  • Profound Shift in Media Web Media Radio Television Descending Media Ascending Media Mobile Digital Media OOH Print
  • Information now needs a different value system.
  • The New Scarcity
  • “ When technology shifts, “ it bends the culture. Kevin Kelly founding executive editor of Wired Magazine
  • 1. Embrace Change
  • 2. Early Adopters
  • Rogers Adoption/Innovation Curve Interesting Early Majority Late Majority 34% 34% Early Adopters 13.5% Innovators Laggards 2.5% 16% Time Distribution of different types of people.
  • Bimodal Consumers and the Generational Chasm Soure: IBM Institute for Business Value
  • Ashton Kutcher
  • Diablo Cody
  • Mediation
  • Relationships
  • Conversations
  • Multi-tasking
  • Barack Obama
  • “ Never doubt that a small group of thoughtful, committed people can change the world. Indeed, it is the only thing that ever has. Margaret Mead Anthropologist
  • 2. Consumer User as Evangelist
  • 3. Tools
  • Whopper Sacrifice
  • Cnn.com with Facebook
  • Tate Modern
  • CNN T-Shirts
  • Baker Tweets
  • The Great Schlep
  • 3. Don‘t Limit Yourself
  • Advertising‘s Paradox We spend 90% of our money distributing an idea and 10% on the content of the idea. Yet we spend 90% of our time and interest on the content of the idea and 10% on it's distribution. Gareth Kay Head of Planning, Modernista
  • 1. Context > Embrace Change
  • 2. Early Adopters > User as Evangelist
  • 3. Tools > Don‘t Limit Yourself
  • 1. Embrace Change 2. User as Evangelist 3. Don‘t Limit Yourself
  • Thank You jeremy.abbett@s-f.com twitter.com/jeremytai friendfeed.com/jeremytai slideshare.net/jeremytai http://jeremy.abbett.net