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MEDIA DESIGN: A NEW SET OF SKILLS


{ } Understand the impact of the channel on content

{ } Leverage media culture as a lens to view consumers

{ } Craft media-scalable ideas

{ } Architect ideas with media

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  • Congrats! Great presentation, I really like it.
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  • Indeed the digital age had a big impact on the advertising industry. Social media marketing is now the most in demand form of 'advertising'. Do you thing ad agencies are obsolete?
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  • Eye opener for many am sure. Agencies just have to drop their preconceived habits and get with the flow....they have the talent but seem to be wearing blinkers...Have u taken yours off yet? The Digital pitchDoctor
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  • Regional Director, Digital Strategy - Leo Burnett MENA,
    Excellent deck and great insights; most definitely agree with the model and talent being the answers, when you have the right people and a clear vision for the product they will find a way to do it. Unfortunately when we don't have those we sometimes need process to steer people in the right direction...
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  • Very interesting Presentation... Thanks for sharing...
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  • Media was really simple
    Advertising was effective because it went through a creative renaissance
    The 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe
    That merger resulted in production business models
  • Media was really simple

  • Media was really simple
    Advertising was effective because it went through a creative renaissance


  • Media was really simple
    Advertising was effective because it went through a creative renaissance
    The 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe

  • Media was really simple
    Advertising was effective because it went through a creative renaissance
    The 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe
    It was a battle for efficiency
  • Media was really simple
    Advertising was effective because it went through a creative renaissance
    The 80’s began the process to 4 remaining ad agencies: Omnicom, IPG, WPP, and Publicis Groupe
    That merger resulted in production business models
  • Digital agencies started showing up in the go-go ninties. They didn’t look or act like their previous brethren.

  • + Spinning off media increased the size of the pie.


  • + Spinning off media increased the size of the pie.
    + Media agencies finally got a seat at the table

  • + Spinning off media increased the size of the pie.
    + Media agencies finally got a seat at the table
    + Digital agencies were the new hot item to have. we continue our “buy our way in mentality”


  • + Spinning off media increased the size of the pie.
    + Media agencies finally got a seat at the table
    + Digital agencies were the new hot item to have. we continue our “buy our way in mentality”
    + Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical.


  • + Spinning off media increased the size of the pie.
    + Media agencies finally got a seat at the table
    + Digital agencies were the new hot item to have. we continue our “buy our way in mentality”
    + Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical.
    + Digital agencies became obsessed w/ technology because they didn’t have room at the ideation / conception table, plus the traditional agencies were executional focus, so as they entered their system, they adopted this. It’s about the execution.


  • + Spinning off media increased the size of the pie.
    + Media agencies finally got a seat at the table
    + Digital agencies were the new hot item to have. we continue our “buy our way in mentality”
    + Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical.
    + Digital agencies became obsessed w/ technology because they didn’t have room at the ideation / conception table, plus the traditional agencies were executional focus, so as they entered their system, they adopted this. It’s about the execution.
    + Creative Departments didn’t care about media because media departments had responsibilities and then digital agencies owned the environments their executions lived in.

  • + Spinning off media increased the size of the pie.
    + Media agencies finally got a seat at the table
    + Digital agencies were the new hot item to have. we continue our “buy our way in mentality”
    + Culture shock was almost universally vast. they basically remained separate companies at a time integration was critical.
    + Digital agencies became obsessed w/ technology because they didn’t have room at the ideation / conception table, plus the traditional agencies were executional focus, so as they entered their system, they adopted this. It’s about the execution.
    + Creative Departments didn’t care about media because media departments had responsibilities and then digital agencies owned the environments their executions lived in.
  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection
    + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.
    + creative departments sat on sidelines during the most of this period. Completely removed.
    + consumers also control traditional media
    + media are interconnected on consumers’ terms regardless of what we intend. CNN / Obama example.

  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection


  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection
    + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.


  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection
    + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.
    + creative departments sat on sidelines during the most of this period. Completely removed.


  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection
    + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.
    + creative departments sat on sidelines during the most of this period. Completely removed.
    + consumers also control traditional media


  • + People are more connected and curating content for one another than ever before (personally or anonymously), amazon tv reviews, media is the ONLY connection
    + change is the nature of the beast. Not a big bang, but an ebb and flow. Change is a constant, not a variable. Top 15 sites from 1999.
    + creative departments sat on sidelines during the most of this period. Completely removed.
    + consumers also control traditional media
    + media are interconnected on consumers’ terms regardless of what we intend. CNN / Obama example.



  • + How much more does brand content stick out in such environments?
    + In such a personal environment, how can a brand not speak to individuals or be conversational?

  • plain and simple good creative
  • how hard is this? making dozens upon dozens of these?

  • + With so much shouting it’s no wonder people tried to find a filter
    + It’s amazing that with so much technology & change, the one thing that is still rated #1 for purchase decisions is WOM.
    + Transparency of bias for internet blogs / news: like old talk radio. pisses off old media.

  • suddenly facebook’s business model seems less insane; they’re addressing our biggest challenge as agencies




  • + Overseas and open source are making this option quite easy for experimental clients
    + Invest in a specific technology and it’s tough to justify it when the tech changes (ask Second Life specialists)
    + There are no universal standards. Production is a beastly process or it’s done at the lowest common denominator.

  • + Digital isn’t a new distribution point – it impacts the channel: MUSIC
    + Non-standard ideation: NBA, ABC, BBC are irrelevant, but what about gaming environments – how can we assume these creatives are qualified to think about ideas?
    + creatives never finish a project they just abandon it. Now they can’t.
    + Utility because it’s the only way they will choose to engage.


  • Twitter is twittering, not microblogging


    I gave my cleaning lady a raise today, even though she didn't ask, as my own little contribution to fighting the recession.

  • whopper sacrifice: insight is facebook friends aren’t your real friends

  • 1-9-90, each offer a different value to brands.
    We can learn a lot from social media games (Zynga & farmville)
    Old Spice guy

  • Hire Google - act like a small business


  • Maybe pitch Chrome Fastball here


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