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

2. is the traditional model dead?

3. “an inherently unethical and, frankly,
poisonous endeavor that sees people
as sheep to be manipulated, that
vaunts style over substance, and
deems success to be winning awards.
Peter Merholz, Adaptive Path

4. making useful stuff
selling stuff

5. “Ideas that do”
Stop communicating
products & start making
communication products
Gareth Kay, Goodby Silverstein & Partners

6. why?

7. mass media model
client
big fat media
channel
Ad creative Media buyer

8. client Agency
media
buyer
channel
Digital
media
buyer
channel
Agency
channel
channel
channelchannel
channel
Digital
agency
Agency
channel
channel
channel
channel
channelchannel
channel
fragmented media model

9. earned media model
client
channel
Agency
channel
channel
channel
channel
channelchannel
Agency
Media
buyer
Agency
Agency

10. client
channel
Agency
channel
channel
channel
channel
channelchannel
Agency
Media
buyer
Agency
Agency
networked media model
Agency

11. er....yes
is the traditional
advertising model dead?

12. the distintermediation of
media buyers
...and a new advertising model
that isn’t advertising
...and media owners

20. “the audience is prepared to take the
huge trouble to be styled and
photographed and upload their
picture for consideration to be
included in the site – it’s an incredibly
intimate form of engagement.”
Juliet Warkentin, WGSN

21. visitors
countries
av. time on site
press coverage reach
paid media budget
increase in trenchcoat sales
333,00
191
5.5 mins
£6.8m
£0
85%
in 3 months

22. rich
social
transactional
useful
direct
measurable (launch and learn)

23. mass media
interruptive
one-directional
mediated
tried formats
based on faith
old model
networked media
earned (useful)
participatory
direct
new formats
measurable
new model

24. great big
cultural shift

25. “advertising and marketing agencies
can evolve their practices to
appropriately engage in user
experience problems, I believe that
the industry’s DNA simply cannot
support such mutations.”
.Peter Merholz, Adaptive Path

26. unknown problem
fast, agile
user-focused
multi-disciplinary
new culture
known problem
slow, linear
sales-focused
comms solution
old culture

27. Experience Design will
become the master
discipline for businesses
that want to be good at
selling stuff.
Russell Davies, Head of Planning, Ogilvy

28. m
ass
m
edia
fragm
ented
m
edia
earned
m
edia netw
orked
m
edia
+
services
most ad
agencies
smart ad
agencies
agencies that don’t
call themselves ad
agencies

29. thank you
William Owen
@wdowen
william@madebymany.com
http://madebymany.com