Does Fuffa Still Work? Communication in the Digital Era: New Jobs and New Values

DOES FUFFA STILL WORK? COMMUNICATION IN THE DIGITAL ERA: NEW JOBS AND NEW VALUES

MATTEO ROVERSI

MATTEO ROVERSI @matteoroversi

TO Branding Strategies & New Media Design

BRANDING/ADVERTISING

BRANDING/ADVERTISING DIGITAL MARKETING

MEDIA PLANNER

COPYWRITER MEDIA PLANNER

ART DIRECTOR COPYWRITER MEDIA PLANNER

ACCOUNT ART DIRECTOR COPYWRITER MEDIA PLANNER

+DEVELOPER

NEW OLD MEDIUM ATTRIBUTES

WE INSIST ON BIG IDEAS

DOES IT WORK TO USE THE SAME OLD MODEL?

CROSS FERTILIZATION

DIGITAL NATIVE PROFESSIONALS TRADITIONAL AD AGENCY

SOMETHING NEW Traditional Digital Native

“IMITATE, ASSIMILATE, INNOVATE” - Clark Terry

1. THE DIGITAL STRATEGIC PLANNER* *See Roberto Venturini’s work Digital Planner Manifesto

MARKET & BUSINESS

MARKET & BUSINESS STRATEGY

MARKET & BUSINESS STRATEGY IDEAS

MARKET & BUSINESS STRATEGY TRAINING IDEAS

MARKET & BUSINESS METRICS STRATEGY TRAINING IDEAS

2. THE EMERGING MEDIA DESIGNER

TREND HUNTING

TREND HUNTING STRATEGY

TREND HUNTING STRATEGY EXPERIENCE

TREND HUNTING STRATEGY TECH EXPERIENCE

TREND HUNTING AESTHETICS STRATEGY TECH EXPERIENCE

3. THE CREATIVE TECHNOLOGIST* *See Richard Schatzberger work The Creative Technologist

STRATEGY

STRATEGY IDEAS

STRATEGY IDEAS TECH

STRATEGY CODE IDEAS TECH

THE PERFECT TRIO PLAN CREATE DEVELOP Digital Emerging Creative Strategic Media Technologist Planner Designer

MEDIA CHANGE

MEDIA CHANGE JOBS CHANGE

MEDIA CHANGE JOBS CHANGE PEOPLE CHANGE

IMILLE 2010 NON-CAMPAIGN 95% OF PEOPLE DON’T TRUST IN ADVERTISING.* WE NEITHER. *Your Brand: At Risk or Ready for Growth? - Alterian 2010

DOES FUFFA STILL WORK?

THE ROLE OF THE AGENCY MEDIA BEHAVIOR OF PEOPLE

WITH GREAT POWER COMES GREAT RESPONSIBILITY!

GOOD TO GREAT James C. Collins, 2001

GREAT TO GOOD Umair Haque, 2010

FIRST WHO, THEN WHAT

FIRST WHO, THEN WHAT FIRST HOW, THEN WHO Do our people have the capacity to judge right and wrong?

TECHNOLOGY ACCELERATORS

TECHNOLOGY ACCELERATORS ETHICAL ACCELERATORS Build transparency and openness

CULTURE OF DISCIPLINE

CULTURE OF DISCIPLINE CULTURE OF MEANING Provide durable, tangible beneﬁts to people, communities, and society

THANKS! matteoroversi.com imille.it

Photo Credits Flickr Flickr eelviss Jeff The Trojan Flickr Flickr francescopozzi Jason Tavares

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Does Fuffa Still Work? Communication in the Digital Era: New Jobs and New Values

by Matteo Roversi on Jun 08, 2010

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Does Fuffa Still Work? Communication in the Digital Era: New Jobs and New Values — Presentation Transcript