Hammer Time

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+

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

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Hammer Time

by Jeremy Abbett

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