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We are the Medium Passive How our messaging effects them “Who we’ll reach” Participatory Creative is end point What they do with it “Who they’ll reach” Creative is only the beginning 63Thursday, 18 October, 12 63
Marketing is a Conversation Campaign Mentality Execute the Plan Always On Newsroom Mentality Listening & Adapting to the unplanned Defend of the brand Rely on major innovations Facilitator of brand worthy behaviour Power of the tagline Importance of small innovations, often consumer-driven Power of relevancy 64Thursday, 18 October, 12 64
AND LISTENING ACTION 83Thursday, 18 October, 12 83
Age of Age of • Until Entertainment • mid-1980s Dialogue • Next 2-5 mid-1960s to now years • 1960s – • Now 1980s Age of Age of Age of Interruption Engagement Partnership 84Thursday, 18 October, 12 84
Shift in what we value Less Creating Brand Awareness More One Way Creating Brand Action Major Mass Media Marketing as facilitation Media/Campaign Centric Interrupt & Repeat (GRPs) Where consumers want to connect When consumers want to connect Engagement 85Thursday, 18 October, 12 85
What if we prioritized advertising budgets like this? 86Thursday, 18 October, 12 86