What's Next (2009) UBA 60 Edition

What's Next (2009) UBA 60 Edition - Presentation Transcript

Where we are today

"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

"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

gaping void // hugh macleod

brandtags.net

“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

“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

What does that mean?

How can we get there?

“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

The Next 60 Years...

“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

“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

“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

“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

“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

Thank You

Paul Isakson Head of Strategy space150 blog / paulisakson.com twitter / @paulisakson email / paul.isakson@gmail.com