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The Future of Advertising isn't Advertising

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William Owen's talk at the APA's International Content Summit

William Owen's talk at the APA's International Content Summit

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    The Future of Advertising isn't Advertising The Future of Advertising isn't Advertising Presentation Transcript

    • is the traditional model dead?
    • “an inherently unethical and, frankly,poisonous endeavor that sees peopleas sheep to be manipulated, thatvaunts style over substance, anddeems success to be winning awards.Peter Merholz, Adaptive Path
    • selling stuff making useful stuff
    • “Ideas that do”Stop communicatingproducts & start makingcommunication productsGareth Kay, Goodby Silverstein & Partners
    • why?
    • mass media model big fat media client Ad creative Media buyer channel
    • fragmented media model channel channel channel channel channel channel Agency channel channel media client Agency buyer channel Digital channel media Digital Agency buyer agency channel channel channel channel
    • earned media model Agency Agency Agency channel client channel channel channel Media buyer channel Agency channel channel
    • networked media model Agency Agency Agency Agency channel client channel channel channel Media buyer channel Agency channel channel
    • is the traditionaladvertising model dead?er....yes
    • the distintermediation ofmedia buyers...and media owners...and a new advertising modelthat isn’t advertising
    • “the audience is prepared to take thehuge trouble to be styled andphotographed and upload theirpicture for consideration to beincluded in the site – it’s an incrediblyintimate form of engagement.”Juliet Warkentin, WGSN
    • in 3 months visitors 333,00 countries 191 av. time on site 5.5 mins press coverage reach £6.8m paid media budget £0increase in trenchcoat sales 85%
    • richsocialtransactionalusefuldirectmeasurable (launch and learn)
    • old model new modelmass media networked mediainterruptive earned (useful)one-directional participatorymediated directtried formats new formatsbased on faith measurable
    • great bigcultural shift
    • “advertising and marketing agenciescan evolve their practices toappropriately engage in userexperience problems, I believe thatthe industry’s DNA simply cannotsupport such mutations.”.Peter Merholz, Adaptive Path
    • old culture new cultureknown problem unknown problemslow, linear fast, agilesales-focused user-focusedcomms solution multi-disciplinary
    • Experience Design willbecome the masterdiscipline for businessesthat want to be good atselling stuff.Russell Davies, Head of Planning, Ogilvy
    • ia ed ed e d n t rk o + e ed m m rn ia tw ia s ss g ia ra d e d e n e icm a f e ea ed m rv m m se most ad smart ad agencies that don’t agencies agencies call themselves ad agencies
    • thank youWilliam Owen@wdowenwilliam@madebymany.comhttp://madebymany.com