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Lieb Presentation   Prsa
 

Lieb Presentation Prsa

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Lieb Presentation   Prsa Lieb Presentation Prsa Presentation Transcript

    • The Shift of Advertising
    • and
    • the Creative Renaissance
    Rebecca Lieb
  • Content content-ment
  •  
  • once upon a time… advertising was an exchange of content for time spent and exposure to advertiser messages
    • the media created the content
    • the advertisers created the advertising
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  • The Story of Menstruation (brought to you by Disney - and Kotex)
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    • now:
    • consumers create content...
    • and advertisers can, too
    • create the content
    • become the content
    • otherwise, you’re just competing with the content
    • campaigns are obsolete
    • you want tune-in
    • you are the media
    • so….
    • you have to think like a publisher
    • or an entertainment executive
    • or both
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    • 1. educate & inform
    • 2. amuse/engage/play/entertain
    • 3. create stories consumers can spread
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  • Content can help your audience to research & learn
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    • this “ad” (and the next one) was brought to you by federated media.
    • (um…they’re publishers, not an ad agency)
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    • the jerry seinfeld school of advertising
    • zero (significant) media buy
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  • http://www.youtube.com/watch?v=gBWPf1BWtkw
  • http://www.youtube.com/watch?v=WcWNzN5wsss
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  • www.easytoassemble.tv
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  • www.frenchmaidtv.com
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  • Will it blend Will It Blend? (Blendtec)
  • Why Not Put Content Assets Online?
    • personalize
    • persona-lize
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    • give the consumer a reason to tell a story
  • Nike ID Interactive Billboard, Times Square
  • www.IslandReefJob.com
  • Over half a million Google results…and counting.
    • what’s your story?
    • thank you
    [email_address] http://econsultancy.com