“The best don’t advertise.”
-ABC
 Devotion to customer service:
“Weird and fanatical.”
 “Every employee is an
advertising vehicle.”
 Slow to hire, quick...
3
 Don’t create an ad campaign, create a Kindle.
 Type relentless.com into the Web.
 Ran test ads in smaller markets: the...
5
 Publishers argue with terms?
Shutdown recommendation engine
algorithm and their sales fall 40 per
cent.
 The age-old ...
 Writing: keep it punchy – especially headlines. “Some of this is
just bad writing. If you were doing this as a blogger, ...
7
 Eric Schmidt: “There’s a lot of content being made, and brands
are going to be responsible for making a bigger and bigge...
Six levels of engagement:
1. Watch: on any device.
2. Learn: by searching for information on the Web.
3. Play: games
4. Co...
 Google:
 wants to be “the advertising
operating system in the middle
of all advertising.”
 delivers 20-billion online ...
Copywriting challenges
A new range of challenges:
 Inventing the ideas to shape clients’
marketing presence and the next ...
Brand platforms
12
Brand platforms
13
Brand platforms
14
Brand platforms
15
Brand platforms
16
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The best don't advertise

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How tech companies and brand platforms are changing advertising.

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The best don't advertise

  1. 1. “The best don’t advertise.” -ABC
  2. 2.  Devotion to customer service: “Weird and fanatical.”  “Every employee is an advertising vehicle.”  Slow to hire, quick to fire.  Corporate culture is everything: importance of core values and transparency. 2
  3. 3. 3
  4. 4.  Don’t create an ad campaign, create a Kindle.  Type relentless.com into the Web.  Ran test ads in smaller markets: they increased purchases, but not by enough to continue running them.  “If you’re not good, Jeff will chew you up and spit you out. If you’re good, he will jump on your back and ride you into the ground.”  “People closest to problems are in the best position to solve them.”  “Every narrative should read like a mock press release.”  Unlimited shelf space, personalized service: “Walmart and Nordstrom’s in one.” 4
  5. 5. 5  Publishers argue with terms? Shutdown recommendation engine algorithm and their sales fall 40 per cent.  The age-old battle: companies that make things versus companies that sell things.  “The elimination of gatekeepers.”  Point system to track workers:  Late = -.5  Not showing up = -3  Sick = -1  Six demerits = you’re fired
  6. 6.  Writing: keep it punchy – especially headlines. “Some of this is just bad writing. If you were doing this as a blogger, you would starve.”  Advertising sold to Amazon customers on its websites and devices: helps subsidize free shipping and low prices.  Coming soon: Amazon mobile phone and TV set-top box.  Goal: provide services on every connected device used by customers - without relying on competitors’ hardware.
  7. 7. 7
  8. 8.  Eric Schmidt: “There’s a lot of content being made, and brands are going to be responsible for making a bigger and bigger share of it.”  Employees allotted one day a week to work on projects they feel passionate about.  People are scientists and artists.  Don’t be evil: cute and cuddly…and a menace to old media.  “User-focus is the foundation of success.”  “A brand is synonymous with trust, not name-recognition.” 8
  9. 9. Six levels of engagement: 1. Watch: on any device. 2. Learn: by searching for information on the Web. 3. Play: games 4. Connect: through social networks and messaging. 5. Collect: money online through microtransactions. 6. Create: user-generated content. 9
  10. 10.  Google:  wants to be “the advertising operating system in the middle of all advertising.”  delivers 20-billion online ads a day.  Pricing:  An online ad brings in 1/10 of the revenue as the same ad in a newspaper.  Readers spend less time reading online and the ad space is infinite.  NY Times readers: 35 minutes a day with print, 37 minutes a month online. 10
  11. 11. Copywriting challenges A new range of challenges:  Inventing the ideas to shape clients’ marketing presence and the next phase of the evolution of the industry.  The old advertising rule book has been thrown out – not everyone knows it yet.  Potentially the most-exciting and creatively rewarding time in ad history: “the next Creative Revolution.”  Lee Clow: “Everything is media.” Don’t start an ad agency, start a media-arts lab. 11
  12. 12. Brand platforms 12
  13. 13. Brand platforms 13
  14. 14. Brand platforms 14
  15. 15. Brand platforms 15
  16. 16. Brand platforms 16

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