Advertising, Meet The Newsroom

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A brief POV about how introducing the structure & principles of the newsroom can help the advertising industry keep pace with fast-moving culture and keep brands top-of-minds for consumers.

A brief POV about how introducing the structure & principles of the newsroom can help the advertising industry keep pace with fast-moving culture and keep brands top-of-minds for consumers.

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  • 1. ADVERTISING, MEET THE NEWSROOMMonday, August 20, 2012 1
  • 2. In order to make advertising that I d like, you first need a new concept of news. I think it s connected. News and advertising: it s all media. But what new form of advertising/news would be, I don t know. Hans Aarsman ¦ Advertising for People Who Don t Like AdvertisingMonday, August 20, 2012 2
  • 3. The pace of change in our economy and our culture is accelerating -- fueled by global adoption of social, mobile, and other new technologies -- and our visibility about the future is declining. FastCompany ¦ Generation Flux, February 2012Monday, August 20, 2012 4
  • 4. IS FAST FASTER photo by 尻是一種好習慣總比亂打砲來得好 GETTINGMonday, August 20, 2012 5
  • 5. IN 60 SECONDSMonday, August 20, 2012 6
  • 6. 2,000 Flickr Images 7,610 LinkedIn Searches 175,000 Tweets 700,000 Facebook Messages Source: venturebeat.com via Contagious Magazine, April 2012Monday, August 20, 2012 7
  • 7. COMMERCIAL CREATIVITY ONLY MATTERS IF THE CONTEXT IS RIGHT. THE PROBLEM: CONTEXT IS A MOVING TARGET. New York Magazine ¦ Hype CycleMonday, August 20, 2012 8
  • 8. WE MUST RETHINK WE MAKE ADS HOW photo by Stuck in CustomsMonday, August 20, 2012 9
  • 9. The photograph captures the city desk, the heart of the newsroom, with its editors facing off at the center and the copy editors arrayed around their horseshoe of a communal desk̶the rim ̶to the right. It is not surprising that they are leaning forward, in various states of enterprise. The Journal-American put out five editions a day, plus extras for big stories, from its home on the Lower East Side of Manhattan. In a city with seven daily newspapers, speed was a matter of survival. Smithsonian Magazine ¦ http://www.smithsonianmag.com/history-archaeology/The-Newsroom-Rush-of-Old.html#ixzz216rlrP5IMonday, August 20, 2012 10
  • 10. SPEED IS A MATTER OF SURVIVALMonday, August 20, 2012 11
  • 11. Creative Review Remix/Create Reserve Mined Content Selected Daily Briefing 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pmMonday, August 20, 2012 12
  • 12. Information will continue to proliferate, circulate, thrive, and die at a staggering speed. The amount and diversity of ideas flowing through our ever-growing media landscape will continue to shape and re-shape our beliefs and behaviors faster than ever. An idea might be relevant today and completely irrelevant tonight. A relevant creative idea is wasted if its potential is not identified in time to push it further, to evolve it as events unfold. Creative ideas are only relevant in the right context and context is a moving target. People in the commercial creativity business have seen this change happen in awe while people in the newsroom have always thrived in a ruthlessly fast communications environment. It s time that both camps meet each other as Madison Avenue has a thing or two to learn from a field designed around insight, speed and relevance.Monday, August 20, 2012 13
  • 13. ADVERTISING, MEET THE NEWSROOM #NEWSANDADVERTISING Vote here to continue the discussion at SXSW.Monday, August 20, 2012 14
  • 14. Igniting Cultural Energy @sparksandhoney sparksandhoney.tumblr.com facebook.com/sparksandhoneyMonday, August 20, 2012 15