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Hammer Time

Hammer Time



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