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The future of advertising isn't advertising

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Talk by William Owen, co-founder Made by Many, for APA International Content Summit 2010, London, 24 November, as part of a panel entitled 'The future of advertising: is the traditional model dead?'.

Talk by William Owen, co-founder Made by Many, for APA International Content Summit 2010, London, 24 November, as part of a panel entitled 'The future of advertising: is the traditional model dead?'.

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The future of advertising isn't advertising The future of advertising isn't advertising Presentation Transcript

  • is the traditional model dead?
  • “an inherently unethical and, frankly,poisonous endeavor that sees peopleas sheep to be manipulated, thatvaunts style over substance, anddeems success to be winning awards.Peter Merholz, Adaptive Path
  • selling stuff making useful stuff
  • “Ideas that do”Stop communicatingproducts & start makingcommunication productsGareth Kay, Goodby Silverstein & Partners
  • why?
  • mass media model big fat media client Ad creative Media buyer channel
  • fragmented media model channel channel channel channel channel channel Agency channel channel media client Agency buyer channel Digital channel media Digital Agency buyer agency channel channel channel channel
  • earned media model Agency Agency Agency channel client channel channel channel Media buyer channel Agency channel channel
  • networked media model Agency Agency Agency Agency channel client channel channel channel Media buyer channel Agency channel channel
  • is the traditionaladvertising model dead?er....yes
  • the distintermediation ofmedia buyers...and media owners...and a new advertising modelthat isn’t advertising
  • “the audience is prepared to take thehuge trouble to be styled andphotographed and upload theirpicture for consideration to beincluded in the site – it’s an incrediblyintimate form of engagement.”Juliet Warkentin, WGSN
  • in 3 months visitors 333,00 countries 191 av. time on site 5.5 mins press coverage reach £6.8m paid media budget £0increase in trenchcoat sales 85%
  • richsocialtransactionalusefuldirectmeasurable (launch and learn)
  • old model new modelmass media networked mediainterruptive earned (useful)one-directional participatorymediated directtried formats new formatsbased on faith measurable
  • great bigcultural shift
  • “advertising and marketing agenciescan evolve their practices toappropriately engage in userexperience problems, I believe thatthe industry’s DNA simply cannotsupport such mutations.”.Peter Merholz, Adaptive Path
  • old culture new cultureknown problem unknown problemslow, linear fast, agilesales-focused user-focusedcomms solution multi-disciplinary
  • Experience Design willbecome the masterdiscipline for businessesthat want to be good atselling stuff.Russell Davies, Head of Planning, Ogilvy
  • ia ed ed e d n t rk o + e ed m m rn ia tw ia s ss g ia ra d e d e n e icm a f e ea ed m rv m m se most ad smart ad agencies that don’t agencies agencies call themselves ad agencies
  • thank youWilliam Owen@wdowenwilliam@madebymany.comhttp://madebymany.com