BRANDED CONTENT: AN AGENCY PERSPECTIVE Miguel Gonzalez Vice President, Creative Director / Content Director Tuesday, September 16, 2008

“ WE ARE ALL IN THE CONTENT BUSINESS” We’re in a transitional time, actually The convergence is converging agency services Advertising relies on persuasion , Hollywood doesn’t

PERSUASIVE CONTENT? Worth the viewer’s time Worth sharing with others Lean forward vs. lean back Depth on demand

THERE’S A CONVERGENCE GOING ON General Advertising : Commercials, print and outdoor Direct Response : DRTV, direct mail, email and print Promotion : Point of sale, retail programs, sweeps/contests and events Interactive : Sites, display (banners), email and search

General Advertising : Commercials, print and outdoor

Direct Response : DRTV, direct mail, email and print

Promotion : Point of sale, retail programs, sweeps/contests and events

Interactive : Sites, display (banners), email and search

THERE’S A CONVERGENCE GOING ON Persuasive content is moving into the interactive space

WHAT MUST WE DO? Brand Narrative No longer just a “user experience” Not just one message, a brand story Sustainable Discovery We ask for her time and attention We owe her new content over time (just like studios)

SAVE THE PANTS!!!

BASIC TRAINING

NOLAF

KMART SHOW YOUR STYLE

CONTENT ARCHETYPES Scripted : Drama, Sitcom, Sketch/Spoof Unscripted : Reality, Makeover, Contests Variety/Gaming : Sports, Music, Game Show News/Documentary User Generated : Numa, Response, Oddity, Parody

CONTENT ARCHETYPES Scripted : HP, Crash Course with Shaun White Unscripted : Dove, Campaign for Real Beauty; OfficeMax, Penny Pranks Variety/Gaming : McDonald’s, The Lost Ring News/Documentary : Liberty Mutual, Responsibility Project; Holiday Inn Express, The Smart Show User Generated : DiGiorno, The Ditcher; Scion, United

ONE BRAND STORY, MANY PLATFORMS VOD WEB PODCAST GAMING MOBILE WIDGET SOCIAL APPS TV/C RADIO RETAIL EXPERIENTIAL PRINT OOH GUERILLA