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

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My presentation at IULM Barcamp // Milan, 08/06/2010

My presentation at IULM Barcamp // Milan, 08/06/2010

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Transcript

  • 1. DOES FUFFA STILL WORK? COMMUNICATION IN THE DIGITAL ERA: NEW JOBS AND NEW VALUES
  • 2. MATTEO ROVERSI
  • 3. MATTEO ROVERSI @matteoroversi
  • 4. FROM
  • 5. TO
  • 6. Branding Strategies & New Media Design TO
  • 7. BRANDING/ADVERTISING
  • 8. BRANDING/ADVERTISING DIGITAL MARKETING
  • 9. MEDIA PLANNER
  • 10. COPYWRITER MEDIA PLANNER
  • 11. ART DIRECTOR COPYWRITER MEDIA PLANNER
  • 12. MEDIA PLANNER ACCOUNT ART DIRECTOR COPYWRITER
  • 13. +DEVELOPER
  • 14. NEW MEDIUM OLD ATTRIBUTES
  • 15. BIG WE INSIST ON IDEAS
  • 16. DOES IT WORK TO USE THE SAME OLD MODEL?
  • 17. CROSS FERTILIZATION
  • 18. DIGITAL NATIVE PROFESSIONALS TRADITIONAL AD AGENCY
  • 19. SOMETHING NEW Traditional Digital Native
  • 20. “IMITATE, ASSIMILATE, INNOVATE” - Clark Terry
  • 21. 1. THE DIGITAL STRATEGIC PLANNER* *See Roberto Venturini’s work Digital Planner Manifesto
  • 22. MARKET & BUSINESS
  • 23. MARKET & BUSINESS STRATEGY
  • 24. MARKET & BUSINESS STRATEGY IDEAS
  • 25. MARKET & BUSINESS STRATEGY IDEAS TRAINING
  • 26. MARKET & BUSINESS STRATEGY IDEAS METRICS TRAINING
  • 27. 2. THE EMERGING MEDIA DESIGNER
  • 28. TREND HUNTING
  • 29. TREND HUNTING STRATEGY
  • 30. TREND HUNTING STRATEGY EXPERIENCE
  • 31. TREND HUNTING STRATEGY EXPERIENCE TECH
  • 32. TREND HUNTING STRATEGY EXPERIENCE AESTHETICS TECH
  • 33. 3. THE CREATIVE TECHNOLOGIST* *See Richard Schatzberger work The Creative Technologist
  • 34. STRATEGY
  • 35. STRATEGY IDEAS
  • 36. STRATEGY IDEAS TECH
  • 37. STRATEGY IDEAS TECH CODE
  • 38. THE PERFECT TRIO PLAN CREATE DEVELOP Digital Emerging Creative Strategic Media Technologist Planner Designer
  • 39. MEDIA CHANGE
  • 40. MEDIA CHANGE JOBS CHANGE
  • 41. MEDIA CHANGE JOBS CHANGE PEOPLE CHANGE
  • 42. IMILLE 2010 NON-CAMPAIGN 95% OF PEOPLE DON’T TRUST IN ADVERTISING.* WE NEITHER. *Your Brand: At Risk or Ready for Growth? - Alterian 2010
  • 43. DOES FUFFA STILL WORK?
  • 44. THE ROLE OF THE AGENCY MEDIA BEHAVIOR OF PEOPLE
  • 45. WITH GREAT POWER COMES GREAT RESPONSIBILITY!
  • 46. GOOD TO GREAT James C. Collins, 2001
  • 47. GREAT TO GOOD Umair Haque, 2010
  • 48. FIRST WHO, THEN WHAT
  • 49. FIRST WHO, THEN WHAT FIRST HOW, THEN WHO Do our people have the capacity to judge right and wrong?
  • 50. TECHNOLOGY ACCELERATORS
  • 51. TECHNOLOGY ACCELERATORS ETHICAL ACCELERATORS Build transparency and openness
  • 52. CULTURE OF DISCIPLINE
  • 53. CULTURE OF DISCIPLINE CULTURE OF MEANING Provide durable, tangible benefits to people, communities, and society
  • 54. THANKS! matteoroversi.com imille.it
  • 55. Photo Credits Flickr eelviss Flickr francescopozzi Flickr Jeff The Trojan Flickr Jason Tavares