The case of contemporary advertising

226 views

Published on

Insomnia

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
226
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Today’s media landscape would be almost unrecognisable to the world that Harry Crane worked in. The world in which we operate as a business has shifted. It hasn’t been an overnight change, but over recent years the pace of change has accelerated faster than ever before. What constitutes as ‘media’ is changing daily, and we need to adapt and change to this new world of opportunity.So, what is driving this change? We think 5 big factors are at play:
  • “Integrated Marketing Communications” can no longer adequately meet the needs of this fluid, participatory brand world. We are way beyond integration – where each touchpoint matches the message from the other. We are trying to plan and unite chaotic experiences across a variety of connection pointsWe need to move from old linear models (integrated planning) to new more fluid ones (experience planning).
  • The case of contemporary advertising

    1. 1. OR
    2. 2. Once upon a time the world ofadvertising was pretty simple
    3. 3. But now wehaveentered a new era of COMMUNICATION
    4. 4. CHALLENGESMedia FragmentationClutter of messagesConsumers are empoweredInfluence of technology
    5. 5. OPPORTUNITIESNewtechaccess to engageRelevantideas and insightsneededCompaniesready to pay foralways onMore media touch points, targeting possible
    6. 6. We need to take a leap of faith towardschange …
    7. 7. NEW QUALITIES ARE EMERGINGAuthenticMeaningfulExperientialAlways onPlugged inInteractiveFlexibleResourcefulSimpleDirect
    8. 8. THE NEW CLIMATE DEMANDSA NEW FORM OF CREATIVE STRATE
    9. 9. INSOMNIACreativity that never sleeps
    10. 10. OUR VISION Create ideas people want to sleep with
    11. 11. OUR VISION And sometimes Ideas that you want to wake up with
    12. 12. PEOPLE: TASKS:Give staff the Connectfreedom to Brands with target audiencecollide withknowledge and Createremain plugged in meaningful brand experiencesSTRUCTURE: CULTURE: Flexible, informal Passionate, allowing all Always on parties to come Flexible together and Ears & eyes contribute to idea everywhere generations and prototyping
    13. 13. CHRONOBIOLOGICAL APPROACH
    14. 14. MAXIMISING THECREATIVE OUTPUT
    15. 15. A: MORNING PEOPLE
    16. 16. B: NIGHT TIME PEOPLE
    17. 17. C: SLEEPERS
    18. 18. PLUGGED IN24H365 DAYS
    19. 19. USING REAL WORLDOBSERVERSTO GAIN…
    20. 20. MOREREAL LIFEINSIGHTS
    21. 21. IDEASBASED ONREAL EXPERIENCES
    22. 22. TARGETINGPEOPLE INREALTIME
    23. 23. USING NEW TECH TO REVIEW REAL
    24. 24. INSOMNIA GOOD NIGHT or GOOD MORNINGit does not matter really…. 24

    ×