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Bdw intro 080910

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Introduction to two day workshop at Boulder Digital works on Aug 9 + 10 2010.

Introduction to two day workshop at Boulder Digital works on Aug 9 + 10 2010.


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  • 1. Orientation @mrhowell Tuesday, August 10, 2010
  • 2. So, uh, why are we inside? Tuesday, August 10, 2010
  • 3. Because. Our industry has experienced profound change in the past 12 months. The structures and processes that guided us for the past 25+ years have begun to fail. Both individually and organizationally, many of us are facing a new struggle: relevance. Tuesday, August 10, 2010
  • 4. How did this happen? Tuesday, August 10, 2010
  • 5. Ad industry interest: zero... wait, porn? 1958 - 1993 Military / Academic Era Defense Academia Usenet Newsgroups Adult Content Tuesday, August 10, 2010
  • 6. Ad industry interest: boring nerd-orgy. 1993 - 1997 Brochureware Era First Browsers Graphics Product Content 1st Gen Commerce Tuesday, August 10, 2010
  • 7. Ad industry interest: boring nerd-orgy. 1993 - 1997 Brochureware Era First Browsers Graphics Product Content 1st Gen Commerce Tuesday, August 10, 2010
  • 8. Ad industry interest: wait, there’s money in this? 1997 - 2003 Direct Marketing Era DM Principles Sophisticated CRM ROI Focus Powerful commerce Tuesday, August 10, 2010
  • 9. Ad industry interest: totally going to do this. soon. 2003 - 2008 Arrival of Digital Era Better Pipes / Tech Motion Graphics Complex Narratives UGC Explosion Tuesday, August 10, 2010
  • 10. Level of interest: oh shit! 2009 Global economic downturn Dramatic cuts to marketing budgets Explosion of social media usage Hit ‘tipping points’ in media behavior Tuesday, August 10, 2010
  • 11. Digital media moves into the maintstream... Tuesday, August 10, 2010
  • 12. Effect is felt across traditional media channels. * ** 83% of Mad Men viewers fast forward through ads. *McKinsey: Boosting Marketing ROI; 2005 ** NY Times study; September 28, 2009 Tuesday, August 10, 2010
  • 13. Our own industry sees the writing on the wall. “In the next three years, what will be the effectiveness of each of the following...” Interactive Media Social Media Creative Increase Stay the Same Online Video Decrease Search Engine Oprimization Not Applicable Mobile Marketing Paid Social Media Placement Email Marketing / CRM Paid Search Display Ads through Networks Traditional Media Direct Mail Television Magazines Outdoor Radio Newspapers 0 25.0 50.0 75.0 100.0 *Forrester Research, March 2009 US Interactive Marketing Survey - published July 6, 2009 Tuesday, August 10, 2010
  • 14. This isn’t a prediction of sudden media collapse. TV and print aren’t going away. Nothing’s dead. But.... Tuesday, August 10, 2010
  • 15. Growth will not come from traditional media sources. “It is much better to have a smaller share of an exploding industry versus a growing share in a declining industry.” - Rishad Tobaccowalla, 4A’s Conference 3.4.2010 Tuesday, August 10, 2010
  • 16. Understanding problem is no guarantee of fixing it. Tuesday, August 10, 2010
  • 17. Understanding problem is no guarantee of fixing it. Tuesday, August 10, 2010
  • 18. Our industry is facing some sobering obstacles. We continue to waste a lot of money on things that no longer work. We are really, really bad at implementing swift, meaningful organizational change. We’ve got a lot of money invested in people who are no longer capable of contributing. Tuesday, August 10, 2010
  • 19. But as challenging as this looks... We’re living through the best, most interesting moment this industry has ever seen. We’ll never see a chance like this again. But. We must rise to the occasion. We will be the ones who will figure this out. Tuesday, August 10, 2010
  • 20. What we’re looking to do with the workshop. Let’s provoke some uncomfortable thinking. Let’s think of ideas for how we can help make the places we work better. Let’s ensure we’ll be relevant and marketable for the next 5 years. Tuesday, August 10, 2010
  • 21. Agenda: day 1. Alastair Green Kim Laama Gareth Kay Dave Schiff Alex Burnard New Digital Designing Planning in the How it All Comes Together Landscape Experiences Post Digital Age 9:30 - 10:30 12:45 - 1:45 2:00 - 3:00 4:30 - 5:30 Workshop 1: Discussion of challenges / anxieties in personal and organizational transition. Workshop 2: Develop a user persona and creative brief for sample brand campaign. Tuesday, August 10, 2010
  • 22. Agenda: day 2. John Winsor Matt Howell Edward Boches Michael Tabtabai Scott Prindle New Models for Process and Generational Best of the The Role of Creating Work Structure Change ‘Net Technology 9:00 - 10:00 10:15 - 11:15 11:30 - 12:30 1:30 - 2:30 4:00 - 5:00 Workshop 3: Using persona and brief, brainstorm digital concepts for sample brand. Workshop 4: Create a working plan for applying learnings to your job / organization. Tuesday, August 10, 2010
  • 23. Let’s begin. Tuesday, August 10, 2010