MCAD 2009 - Future of Advertising: session #01 recap


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Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.

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MCAD 2009 - Future of Advertising: session #01 recap

  1. 1. The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #01—“‘IDEAS FIRST’ IN THE AGE OF INTER-ACTION” Creative Commons Attribution & Non-Commercial License
  2. 2. Introductions BREAK Course description + discussion Housekeeping BREAK What is Advertising? _ Chaos Scenario 2.0 _ Inter-action + Relevant Data + Empowered Consumers BREAK Ideas first. Next steps
  3. 3. Course description + discussion Advertising is still very much about the primacy and supremacy of ideas. But the industry and its craft are rapidly evolving. Technology, media and the consumer are dramatically effecting financial, strategic, creative and production decisions. Think of this class as preparation for a trip abroad. What’s absolutely critical to know in order to survive? What do you need to be fluent in? Where and who should you visit? What’s your place in the grand scheme? The Future of Advertising is as much about you—the future advertising practitioners, clients and consumers—as it is about cutting edge techniques and practices. This semester-long course will arm advertising students for a career in the era of digital as well as elicit their thoughts and opinions about the trip we’re all taking together. We’ll study and develop online ads and campaign websites. We’ll participate and see how social media (blogs, microblogging, widgets, MySpace, Facebook, etc.) can play an effective role in new marketing. We’ll delve into the inescapable role of metrics and analysis. And content strategy. We’ll immerse ourselves in gaming and mobile. We’ll talk about how public relations, customer service and HR are becoming marketing. We’ll hear from and meet the new advertising leaders to learn what they think your portfolio should say, be and do. Above all, we’ll focus on the power of ideas in a digital age.
  4. 4. Course objectives + discussion This course should practically and philosophically prepare students for the realities of advertising as it evolves from traditional to digital. Portfolios will be enhanced and broadened with integrated ideas that include online ads, campaign sites and other digital tactics. We’ll encourage empathy and passion for these newer forms, as well as provide direct experience with cutting-edge examples and personal experience.
  5. 5. Attendance + Grading Advertising is a service industry. Service = Respect
  6. 6. Curriculum: 1. “Ideas first” in the Age of Inter-action 2. Building your portfolio for the future 3. Evolution of the ad agency 4. Building blocks: Paid search + online ads 5. Building blocks: Websites 6. (Building blocks?) Social media 7. Content strategy 8. Utility 9. Relevant data: Getting to know you 10. Client perspective 11. Portfolio review 12. Agency tours 13. Empowering the user 14. Mobility and gaming 15. Ideas first, redux
  7. 7. Conversations About The Future Of Advertising (CATFOA) Specific Mondays 6:00 - 8:00 pm Free Fine Line Music Cafe, Minneapolis
  8. 8. What is Advertising? _ Chaos Scenario 2.0 0. “Forever and immutable...” 1. People don’t like ads... (Technology helps them skip ads.) 2. ...But they crave information. 3. The consumer is in control. No really. 4. The problem: There isn’t enough (new) digital media inventory or available bandwidth to satisfy the existing marketing/ advertising appetite.
  9. 9. What is Advertising? _ Chaos Scenario 2.0 _ Inter-action + Relevant Data + Empowered Consumers
  10. 10. The LuchAddys January 15, 2009 The future of advertising in 8 minutes or less Presented by Tim Brunelle Video background by Robert Hodgin Creative Commons Attribution & Non-Commercial License
  11. 11. What’s the future of advertising?
  12. 12. What’s of advertising?
  13. 13. “I define it as a conversation starter. Interruption doesn’t cut it either get people talking...or nothing happens.” —Marshall Ross, CCO, Cramer-Krasselt
  14. 14. “I still think it’s about finding a big idea. You just have more ways to (express) it now.” —Woody Kay, Managing Partner, Chief Creative Officer, Arnold
  15. 15. “Seems like when it’s annoying it’s advertising, and when it’s not annoying it’s called something else.” —Harvey Marco, CCO, JWT NY
  16. 16. What’s wrong with advertising?
  17. 17. According to Adweek’s February 2008 coverage of a TNS Media Intelligence/Cymfony poll of more than 60 marketers in North America, France and the U.K.: “Agencies don’t get it.” “You get the sense that agencies talk a good game,” said Jim Nail, chief marketing and strategy officer at TNS Media Intelligence/Cymfony. “But...(agencies’) day-to-day management skills are not meeting marketers’ expectations.”
  18. 18. “The quid pro quo between the marketer and the audience, for several centuries, has been free or subsidized media in exchange for inundation with ad messages. In the Brave New World, the value proposition will be similar but the barter items very different. A marketer needn’t pay for episodes of ‘24’; it need only provide value—whether in entertainment, information, discount or utility.” —Bob Garfield, AdAge
  19. 19. Sapient’s September 2008 survey of more than 200 chief marketing officers (CMOs) and senior marketing professionals tells us: “Ninety-two percent of respondents said it was ‘somewhat’ or ‘very’ important that agency employees use the technologies that they are recommending.”
  20. 20. Sapient’s September 2008 survey of more than 200 chief marketing officers (CMOs) and senior marketing professionals tells us: “...agencies need to have a greater knowledge of the digital space in order to thrive. 45% of respondents have switched agencies (or plan to switch) for one with greater digital knowledge. 79% of respondents rated ‘interactive/digital’ functions as ‘important/very important.’”
  21. 21. Now what?
  22. 22. “The possibilities for this industry are limitless if we stop focusing on making ads—and bring big, bold, game-changing business ideas to our clients.” —Jeff Graham, Account Director Crispin Porter + Bogusky
  23. 23. “Advertising going forward is about turning big ideas into personal experiences that change/ reinforce both perceptions and behavior.” —Jan Leth, Vice Chairman/Global Digital Creative Ogilvy & Mather
  24. 24. “...It’s still about creating ideas that people respond to. But...brands have to work a lot harder. More than ever, brands have to offer something of value.” —Albert Kelly, ECD, Fallon
  25. 25. Ideas first.
  26. 26. Technical Media Content Functional User-Generated
  27. 27. To succeed in the future, ideas must include:
  28. 28. #1. Inter-action
  29. 29. Marketing then
  30. 30. Marketing now
  31. 31. Inter-action is... An expectation Reciprocity Courtesy Conversation Response Measurement Research Understanding Dynamic Involving (Above all) Human
  32. 32. Inter-action takes form as... Sharing Crowd sourcing Blogging Micro blogging Commenting Embedding Linking Tagging Rating (Above all) Participation
  33. 33. Facilitating inter-action involves the audience.
  34. 34. It says, “Your role/opinion is necessary.”
  35. 35. To succeed in the future, ideas must also harness:
  36. 36. #2. Relevant data
  37. 37. Thank you, Jan Leth: Data = Better stories Data = “Value exchange” beyond entertainment Data = Optimized performance Data = Massively distributed personalization of brand experience. Data = Enables “Listening” as core competency of marketing dept.
  38. 38. To succeed in the future, finally, ideas must:
  39. 39. #3. Empower the audience
  40. 40. Business Week (Mar 3, 2008) “Consumer Vigilantes” “Callaway (left) put his Cingular complaint to music and posted it on YouTube. Comcast customer Salup (middle) has decided blogs are the best bet for getting action. Dee (right) started firing off e-mails to US Airways brass while waiting for hours on a runway.”
  41. 41. 1 2
  42. 42. “...the number of blog readers has jumped to 57 million American adults, or 39% of the online pop- ulation,” according to a July 2006 Pew Internet Study. Technorati currently states it is tracking over 112.8 million blogs (April, 2007) and, “120,000 new blogs are created every day.” “YouTube reports serving over 100 million videos per day,” according to TechCrunch, July 2006.
  43. 43. Listening = Customer Service = Marketing Listening is a positive, useful reaction to Consumer Empowerment. “Beyond being able to pay our bills and make our financial goals, we're not actually that focused on getting customers to shop and purchase from us whenever possible. Instead, we’re interested in forming lifelong, meaningful relationships with our customers, so the more engaged our customers are, the more likely that will happen.” —Tony Hsieh, CEO, Zappos
  44. 44. 1. Inter-action 2. Relevant data 3. Empowered Customers
  45. 45. What’s the future of advertising?
  46. 46. Ideas first.
  47. 47. “Ideas first.” At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. The best ideas, even in the digital space, should cause you to say, “I hadn't thought of it that way before.” They should change our perceptions.
  48. 48. Monday, February 2: “Building your portfolio for the future” 1. Bring in your portfolio (whatever shape it’s in) to the next class + identify two campaigns in your portfolio that you want to evolve 2. Guest speaker: Joseph Rueter
  49. 49. Thank you. Creative Commons Attribution & Non-Commercial License