What's Next (2009) UBA 60 Edition

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An updated / extended version of the "What's Next In Marketing And Advertising (2009)" presentation I gave in Boston a couple months back.

This one was given in Brussels, Belgium at the Union of Belgian Advertisers 60 Anniversary Congress.

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What's Next (2009) UBA 60 Edition

  1. ? WHATʼS NEXT IN MARKETING AND ADVERTISING 2009 IO 0 D A DE U N IT 6 N TE ED B EX ©2009 Paul Isakson
  2. An Updated Updated Look At The Future Of Marketing And Advertising Paul Isakson Head of Strategy space150 ©2009 Paul Isakson
  3. What we’ll cover: Where we are today The future of marketing is... A few thoughts for getting there The Next 60 Years ©2009 Paul Isakson
  4. Where we are today
  5. "Your clients are in THINGS (STILL) trouble. They are looking to you to save them. The ad inventory that has AREN’T WORKING been sold for the last 50 years no longer works, LIKE THEY and marketers have started to figure that out." USED TOJohn Stratton CMO Verizon Wireless ©2009 Paul Isakson
  6. "Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out." John Stratton CMO Verizon Wireless ©2009 Paul Isakson
  7. Investors and marketers are irrationally overvaluing brands ©2009 Paul Isakson
  8. ©2009 Paul Isakson WARC // http://www.warc.com/News/TopNews.asp?ID=25440
  9. gaping void // hugh macleod
  10. ©2009 Paul Isakson brandtags.net
  11. brandtags.net
  12. cheap piss ©2009 Paul Isakson brandtags.net
  13. gross crap ©2009 Paul Isakson brandtags.net
  14. watery redneck yuck ©2009 Paul Isakson brandtags.net
  15. swill funny white trash shit ©2009 Paul Isakson brandtags.net
  16. ©2009 Paul Isakson Flickr // Illetirres
  17. PEOPLE’S BEHAVIORS ARE CHANGING ©2009 Paul Isakson
  18. Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 ©2009 Paul Isakson
  19. THE WAY PEOPLE SHOP HAS EVOLVED ©2009 Paul Isakson Flickr // prettywar-stl
  20. “A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  21. “A revolution doesn't A REVOLUTION happen when a society adopts new tools. It happens when society IS IN PROCESS adopts new behaviours...” Clay Shirky Author, Consultant, Professor at NYU Us Now (Film) ©2009 Paul Isakson Flickr // Rain Rabbit
  22. IT’S TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS ©2009 Paul Isakson Flickr // Andrew Huff
  23. THE FUTURE OF MARKETING IS NOT ABOUT DOING AND SAYING THINGS TO PEOPLE ©2009 Paul Isakson Flickr // Arnisto.com
  24. THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE ©2009 Paul Isakson
  25. What does that mean?
  26. THE FUTURE OF MARKETING IS COLLABORATIVE ©2009 Paul Isakson
  27. ©2009 Paul Isakson Nike Chalkbot
  28. THE FUTURE OF MARKETING IS GENEROUS ©2009 Paul Isakson
  29. ©2009 Paul Isakson Toms Shoes
  30. THE FUTURE OF MARKETING IS EXPERIMENTAL ©2009 Paul Isakson
  31. Best Buy / Twelpforce ©2009 Paul Isakson
  32. THE FUTURE OF MARKETING IS HELPFUL ©2009 Paul Isakson
  33. IBM Seer ©2009 Paul Isakson
  34. THE FUTURE OF MARKETING IS IMAGINATIVE Hasbro / Monopoly ©2009 Paul Isakson
  35. Hasbro / Monopoly ©2009 Paul Isakson
  36. THE FUTURE OF MARKETING IS IMMEDIATE ©2009 Paul Isakson
  37. ©2009 Paul Isakson Baker Tweet
  38. THE FUTURE OF MARKETING IS SUPPORTIVE Mini iPhone App ©2009 Paul Isakson
  39. Mini iPhone App ©2009 Paul Isakson
  40. THE FUTURE OF MARKETING IS PLAYFUL ©2009 Paul Isakson
  41. T-Mobile (U.K.) ©2009 Paul Isakson
  42. THE FUTURE OF MARKETING IS CUSTOMIZABLE ©2009 Paul Isakson
  43. ©2009 Paul Isakson BK.com
  44. THE FUTURE OF MARKETING IS INFORMATIVE Layar ©2009 Paul Isakson
  45. Layar ©2009 Paul Isakson
  46. THE FUTURE OF MARKETING IS HONEST ©2009 Paul Isakson
  47. ©2009 Paul Isakson http://www.guardian.co.uk/technology/blog/2009/jul/24/amazon-drm
  48. THE FUTURE OF MARKETING IS REDEEMING ©2009 Paul Isakson
  49. ©2009 Paul Isakson http://www.nytimes.com/2009/09/05/technology/companies/05amazon.html
  50. THE FUTURE OF MARKETING IS ADAPTABLE ©2009 Paul Isakson
  51. ©2009 Paul Isakson
  52. THE FUTURE OF MARKETING IS WELL-INFORMED ©2009 Paul Isakson
  53. ©2009 Paul Isakson NOKIA
  54. THE FUTURE OF MARKETING IS PARTICIPATORY ©2009 Paul Isakson
  55. ©2009 Paul Isakson Mad Men on Twitter
  56. THE FUTURE OF MARKETING IS ADVENTUROUS ©2009 Paul Isakson ROKU’s Reward / HP
  57. ©2009 Paul Isakson ROKU’s Reward / HP
  58. How can we get there?
  59. THE PRODUCT IS THE MARKETING ©2009 Paul Isakson
  60. COMMIT TO SOMETHING BIGGER THAN YOURSELF ©2009 Paul Isakson Flickr // milena mihaylova
  61. START (TRULY) LISTENING ©2009 Paul Isakson Flickr // Patricil
  62. Listen for rich insights related to your brand about what people really want and need. ©2009 Paul Isakson Flickr // EssG
  63. LISTEN FOR OPPORTUNITIES TO MAKE YOUR _______ BETTER. ©2009 Paul Isakson
  64. “Our focus should be not on emerging technologies but on emerging cultural practices.” Henry Jenkins Author, Professor at MIT Confessions of an Aca-Fan Eight Traits of the New Media Landscape ©2009 Paul Isakson
  65. ©2009 Paul Isakson Flickr // paulisakson
  66. THE BEST WAY TO GET PEOPLE TO DO STUFF WITH YOU IS TO FIRST JOIN THEM IN WHAT THEY ARE ALREADY DOING. ©2009 Paul Isakson Flickr // paulisakson
  67. IF YOU THINK THE WORLD IS AN AUDIENCE EHT KNIHT .ETISOPPO ©2009 Paul Isakson
  68. DO THINGS WORTH TALKING ABOUT. ©2009 Paul Isakson Flickr // moriza
  69. "Your brand is no stronger than your reputation — and will increasingly depend on what comes up when you are Googled." Allan Jenkins Global Communications Consultant ©2009 Paul Isakson
  70. IT’S NOT WHAT YOU SAY THAT MATTERS, IT’S WHAT YOU DO. ©2009 Paul Isakson
  71. The Next 60 Years...
  72. ©2009 Paul Isakson Minority Report
  73. ©2009 Paul Isakson http://paulisakson.typepad.com/planning/2009/09/the-next-60-years-in-advertising.html
  74. “The future of advertising lies in making less advertising... Digital is a mindset not a channel. It's about doing stuff not saying stuff... Great brands today have a cultural mission not just a commercial proposition.” Gareth Kay Director of Digital Strategy Goodby, Silverstein & Partners ©2009 Paul Isakson
  75. “Advertising will become about the customer rather than the client and/or the agency. Or it will die.” John Dodds Marketing/Business Consultant U.K. & U.S. ©2009 Paul Isakson
  76. “It'll be the same as today but with 60 years more talk. Adland needs to understand the future is not a pre-determined destination, but something you have to make happen and spouting off without consistently doing anything isn't going to make things happen except further undermine the value adland can make on business and - to a certain extent - society.” Rob Campbell Partner / Creative Planning Director Cynic (Hong Kong) ©2009 Paul Isakson
  77. “The future of advertising and marketing is entirely dependent on the future of business. As businesses evolve to serve customers, marketing and what we call advertising will become more and more meshed in the customer experience. But it will be business strategy that will define how the new forms of marketing and customer service work in the world...” Rohn Jay Miller Strategic Director IconNicholson ©2009 Paul Isakson
  78. “The best way to predict 60 years into the future of advertising is to look 120+ years into the past. In that case, I think advertising will be the exact same as it is today. Look at the advertising from the 1870s, 1880s, 1890s. It is - in obvious ways - the same as it is today. We are still using the same tactics (celebrity endorsements, problem-solution, money-back guarantees, values-based messaging, 'status through product' pitches, the personal sell, slice of life, call to actions, the evocation of 'social sorting' cues, etc.). After ~140 years, the faces and products in the ads are different, but the tactics and messages are still the same.” Leland Maschmeyer Director of Strategy COLLINS ©2009 Paul Isakson
  79. “It’s easy to imagine that not only are we in the middle of an evolution but essentially in a perpetual evolution as many of the structural barriers to building brands or barriers to entry to market broadly have dissolved. There will not be a single new model, but many, diverse, and disparate models.” Brett MacFarlane Account Director / Integrated Brand Strategist DDB Canada ©2009 Paul Isakson
  80. “Will you survive the digital tsunami?” John Winsor VP/ Executive Director of Strategy & Product Innovation Crispin Porter + Bogusky ©2009 Paul Isakson
  81. ©2009 Paul Isakson POSTER by ROLAND REINER TIANGCO
  82. Thank You
  83. Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com
  84. ? WHATʼS NEXT IN MARKETING AND ADVERTISING 2009 IO 0 D A DE U N IT 6 N TE ED B EX ©2009 Paul Isakson

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