Greater Dayton AdFed - May 2010 - Curating the Future presentation

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Here's the on-screen portion of the presentation I gave to the Greater Dayton, OH AdFed on May 6, 2010. "Curating the future" speaks to how and why marketers need to evolve, with specific emphasis on curating content from empowered consumers. Many of the images and words are clickable, so hover over to reveal links. Please note I do not hold rights or copyright to many of the images--please click on the attribution links or the images themselves to reveal their source and authors. The original presentation lasted 45 minutes. And enjoy!

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Greater Dayton AdFed - May 2010 - Curating the Future presentation

  1. 1. Creative Commons Attribution & Non-Commercial License Curating the future How words, images and technology are mutating advertising and marketing for the better A presentation for the Greater Dayton Ad Fed | May 6, 2010
  2. 2. Image by stratosphaerenlieder via Flickr | creative commons
  3. 3. Image by renejacq via Flickr | all rights reserved Curating the future: Getting from there to here to there again Thinking about a way to think One specific action
  4. 4. Our industry is on a journey. Image by leonandloisphotos via Flickr | Creative Commons
  5. 5. U.S. Agency Revenue Annual Growth Rate (7.5% decline to $28.4B, worst in 66 years) 10% 5% 0 -5% -10% 2001 2002 2003 2004 2005 2006 2007 2008 2009 Source: AdAge Agency Reports (includes advertising, marketing services, media, health care, public relations), published April 26, 2010
  6. 6. Computing Cost Performance (1992-2008) a.k.a. Moore’s Law 1000 $222 $ per 1 MM transistors 100 10 1 1992 2000 2008 0 $0.27 Shift Index - Deloitte Center for the Edge | And thanks to Faris Yakob
  7. 7. Storage Cost Performance (1992-2008) a.k.a. Kryder’s Law 1000 $569 $ per Gigabyte (GB) 100 10 1 1992 2000 2008 0 $0.13 Shift Index - Deloitte Center for the Edge | And thanks to Faris Yakob
  8. 8. Distribution Cost Performance (1930-1997) related to Gilder’s Law 1000 $300 Cost of a 3 minute phone call in constant 1996 dollars 100 10 1 1930 1997 0 1998 Australian Broadcast Corp “Living With Globalisation” report | And thanks to Faris Yakob
  9. 9. Media Outlet Diversification (1900-2010) GOOGLE NETWORK TV Number of media channels CABLE 1000 PRINT 500 1 1900 1950 1995 2010 0 Approximation of Millward Brown’s “Media Evolution”, courtesy Adliterate | And thanks to Faris Yakob
  10. 10. The Internet begat Empowering Technology begat Empowered Consumers Ergo, the “good enough” revolution (a.k.a. “How hard can it be?”) Meanwhile: Boomers vs. Millenials And: “Always on” media channels (e.g. Twitter breaks news now) = The condition our condition is in.
  11. 11. Who do we bring along with us? Image from Hitchhiker by Simon Reeves
  12. 12. Image by jibbyimages via Flickr | Creative Commons What skills should we pack?
  13. 13. How do we prepare for where we’re heading?
  14. 14. “There’s never going to be a worldwide brand built by advertising ever again. And there may never be a job like that job you used to have either. Revolutions are like that. They invent and destroy and they only go one way.” – Seth Godin
  15. 15. Image by renejacq via Flickr | all rights reserved Curating the future: Getting from there to here to there again Thinking about a way to think
  16. 16. From the mind of Zeus Jones | Adrian Ho | all rights reserved
  17. 17. I’m in the midst of aggregating and assessing the results of an industry poll I developed around the definition of the “modern” creative director. Here are some preliminary results.
  18. 18. Q. The primary responsibility of an advertising and marketing Creative Director in 2010 is leading clients towards “big ideas.” SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents
  19. 19. Q. The primary responsibility of an advertising and marketing Creative Director in 2010 is leading clients towards “big ideas.” A. YES 70% 30% NO SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents
  20. 20. Q. Can a Creative Director work entirely within the confines of Technology and still be considered a Creative Director? NO. WRONG TITLE SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents
  21. 21. Q. Can a Creative Director work entirely within the confines of Technology and still be considered a Creative Director? “Yes, if their output clearly includes design and writing.” A. 16% YES, IF...* 19% NOT SURE 39% ABSOLUTELY WITHOUT 7% RESERVATION “T.D.” “Why not just call that role a Technical Director?” 20% NO. WRONG TITLE SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents
  22. 22. Q. Please rate these advertising and marketing skills in terms of their importance to being a modern Creative Director. LEAST IMPORTANT MOST IMPORTANT ABILITY TO CURATE 3% 3% 28% 66% TEACHING & MENTORING 3% 11% 26% 60% CONSUMER STRATEGY 6% 6% 31% 58% SALESMANSHIP 4% 7% 38% 51% DIGITAL PRODUCTION 8% 32% 49% 11% FILM PRODUCTION 11% 33% 49% 7% WEB CODING 47% 29% 15% 8% GRAPHIC DESIGN 1% 28% 46% 25% WRITING 4% 13% 45% 38% MEDIA STRATEGY 6% 20% 45% 30% ART DIRECTION 3% 11% 44% 42% PRINT PRODUCTION 31% 44% 15% 10% BUSINESS STRATEGY 8% 29% 44% 18% SOCIAL WEB TECH 4% 32% 42% 22% SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents
  23. 23. “We are professional content makers who charge a lot for what we make. We are surrounded by a growing ocean of amateur content makers who are giving it away for free. What we make had better be friggin’ great or we are not long for this world.” —anonymous comment to previous question SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents
  24. 24. In other words: It’s difficult to “think different” if you don’t think differently.
  25. 25. I’ve been lucky to collaborate with two smart people in teaching the “Future of Advertising” class at MCAD this past Spring. They’ve helped me understand how to think about and frame the idea of a modern ad campaign.
  26. 26. Paul Isakson Joseph Rueter
  27. 27. Thinking about a way to think about modern campaigns:
  28. 28. Thinking about a way to think about modern campaigns: 1. coherent, not consistent
  29. 29. Thinking about a way to think about modern campaigns: 1. coherent, not consistent 2. can launch from anywhere
  30. 30. “...they decided to let their customers shape the meaning of that tagline.”
  31. 31. Thinking about a way to think about modern campaigns: 1. coherent, not consistent 2. can launch from anywhere 3. agile planning & production
  32. 32. Thinking about a way to think about modern campaigns: 1. coherent, not consistent 2. can launch from anywhere 3. agile planning & production 4. don’t end, just keep evolving
  33. 33. Hours of video uploaded every 60 seconds 30 24 Hours 10 5 June 2007 March 2010 0 YouTube report
  34. 34. Image by renejacq via Flickr | all rights reserved Curating the future: Getting from there to here to there again Thinking about a way to think One specific action
  35. 35. The act of curation LEAST IMPORTANT MOST IMPORTANT ABILITY TO CURATE 3% 3% 28% 66%
  36. 36. Image by crockerart via Flickr | all rights reserved
  37. 37. Image by mybloddyself via Flickr | creative commons
  38. 38. How does curation apply to marketing & advertising?
  39. 39. Curation = taste-making
  40. 40. Curation = filtering +relevance
  41. 41. Image by lostechies.com Curation = advocacy
  42. 42. Image by Ben Heine via Flickr | creative commons Curation = added value
  43. 43. Image by shhexycorin via Flickr | all rights reserved Curation empowers customers, partners and audiences
  44. 44. Image by Redteam via Flickr | creative commons Curation helps you keep an eye on the edge
  45. 45. Image by tigerebel3 via Flickr | all rights reserved Curation spurs more ideas (not less)
  46. 46. Image by renejacq via Flickr | all rights reserved We’re on a journey forcing us to evolve from our comfort zones Modern campaigns give us a construct to succeed in this future Curation provides a specific way to take action
  47. 47. Creative Commons Attribution & Non-Commercial License Thank you tbrunelle.extendr.com @tbrunelle

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