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Lieb Presentation   Prsa
Lieb Presentation   Prsa
Lieb Presentation   Prsa
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Lieb Presentation   Prsa
Lieb Presentation   Prsa
Lieb Presentation   Prsa
Lieb Presentation   Prsa
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Lieb Presentation   Prsa
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Lieb Presentation   Prsa
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Lieb Presentation Prsa

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  • Fouryourimagination #1 on youtube in 3 days
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  • Transcript

    • 1. <ul><li>The Shift of Advertising </li></ul><ul><li>and </li></ul><ul><li>the Creative Renaissance </li></ul>Rebecca Lieb
    • 2. Content content-ment
    • 3.  
    • 4. once upon a time… advertising was an exchange of content for time spent and exposure to advertiser messages
    • 5. <ul><li>the media created the content </li></ul><ul><li>the advertisers created the advertising </li></ul>
    • 6.  
    • 7. The Story of Menstruation (brought to you by Disney - and Kotex)
    • 8.  
    • 9.  
    • 10. <ul><li>now: </li></ul><ul><li>consumers create content... </li></ul><ul><li>and advertisers can, too </li></ul>
    • 11. <ul><li>create the content </li></ul><ul><li>become the content </li></ul><ul><li>otherwise, you’re just competing with the content </li></ul>
    • 12. <ul><li>campaigns are obsolete </li></ul><ul><li>you want tune-in </li></ul><ul><li>you are the media </li></ul>
    • 13. <ul><li>so…. </li></ul><ul><li>you have to think like a publisher </li></ul><ul><li>or an entertainment executive </li></ul><ul><li>or both </li></ul>
    • 14.  
    • 15. <ul><li>1. educate & inform </li></ul><ul><li>2. amuse/engage/play/entertain </li></ul><ul><li>3. create stories consumers can spread </li></ul>
    • 16.  
    • 17. Content can help your audience to research & learn
    • 18.  
    • 19.  
    • 20.  
    • 21.  
    • 22.  
    • 23. <ul><li>this “ad” (and the next one) was brought to you by federated media. </li></ul><ul><li>(um…they’re publishers, not an ad agency) </li></ul>
    • 24.  
    • 25.  
    • 26.  
    • 27.  
    • 28.  
    • 29.  
    • 30. <ul><li>the jerry seinfeld school of advertising </li></ul><ul><li>zero (significant) media buy </li></ul>
    • 31.  
    • 32. http://www.youtube.com/watch?v=gBWPf1BWtkw
    • 33. http://www.youtube.com/watch?v=WcWNzN5wsss
    • 34.  
    • 35. www.easytoassemble.tv
    • 36.  
    • 37. www.frenchmaidtv.com
    • 38.  
    • 39.  
    • 40. Will it blend Will It Blend? (Blendtec)
    • 41. Why Not Put Content Assets Online?
    • 42. <ul><li>personalize </li></ul><ul><li>persona-lize </li></ul>
    • 43.  
    • 44.  
    • 45.  
    • 46.  
    • 47.  
    • 48.  
    • 49.  
    • 50. <ul><li>give the consumer a reason to tell a story </li></ul>
    • 51. Nike ID Interactive Billboard, Times Square
    • 52. www.IslandReefJob.com
    • 53. Over half a million Google results…and counting.
    • 54. <ul><li>what’s your story? </li></ul>
    • 55. <ul><li>thank you </li></ul>[email_address] http://econsultancy.com

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