ADVERTISING LITERACY - Capstone AdFed

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A presentation on 10.10.11 to the Capstone AdFed meeting at The University of Alabama.

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  • ADVERTISING LITERACY - Capstone AdFed

    1. 1. ADVERTISING LITERACY
    2. 2. ADVERTISING LITERACY10.10.11 Capstone AdFed Meeting Dr. Glenn Griffin
    3. 3. How BIG isthis business?
    4. 4. How BIG is this business?some stats and facts on advertising and agencies
    5. 5. $474 billion
    6. 6. $474 billion global advertising spending in 2010
    7. 7. $474 billion global advertising spending in 2010$131.1 billion
    8. 8. $474 billion global advertising spending in 2010$131.1 billion U.S. advertising spending in 2010
    9. 9. agencies
    10. 10. Six “global holdingcompanies” control most of the advertising world.
    11. 11. Omnicom WPP InterpublicNew York, NY London, UK New York, NYPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France
    12. 12. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: BBDO DDB TBWA Goodby, Silverstein & Partners SOME WORK: Got Milk?, Apple, AT&TPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France
    13. 13. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Goodby, Silverstein & Partners Young & Rubicam JWT SOME WORK: Got Milk?, Apple, AT&T SOME WORK: Dove “Campaign for Real Beauty” HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France
    14. 14. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France
    15. 15. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France SOME AGENCY BRANDS: Publicis USA Leo Burnett Saatchi & Saatchi BBH Fallon Worldwide SOME WORK: AXE, McDonald’s, PBS, Sony
    16. 16. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France SOME AGENCY BRANDS: SOME AGENCY BRANDS: Publicis USA Leo Burnett Dentsu mcgarrybowen Saatchi & Saatchi BBH Firstborn ATTIK Fallon Worldwide SOME WORK: SOME WORK: Chase, Sears, Scion AXE, McDonald’s, PBS, Sony
    17. 17. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: Publicis USA Leo Burnett Dentsu mcgarrybowen Arnold Worldwide EURO RSCG Saatchi & Saatchi BBH Firstborn ATTIK Fallon Worldwide SOME WORK: SOME WORK: SOME WORK: Chase, Sears, Scion Volkswagen “Drivers Wanted” AXE, McDonald’s, PBS, Sony Altoids “Curiously Strong Mints” Progressive “Flo”
    18. 18. DIGITAL / SOCIAL
    19. 19. DIGITAL / SOCIALMULTICULTURAL
    20. 20. DIGITAL / SOCIAL MULTICULTURALCONTENT / STRATEGY
    21. 21. How do Iget a job?
    22. 22. How do I get a job?advertising is not accounting (thank God).
    23. 23. network
    24. 24. network
    25. 25. @ wgriffinlists: @wgriffin/students-must-follow
    26. 26. @ Steffan1 #BAMAadday Keynote Speaker Steffan Postaer@ janetkestin #BAMAadday Guest Speaker Janet Kestin@ nancyvonk #BAMAadday Guest Speaker Nancy Vonk@ mcannova #BAMAadday Guest Speaker Michael Cannova
    27. 27. Alive andlegendary.
    28. 28. Alive andlegendary. ad names you should know and follow
    29. 29. Lee Clow 1942-1999Chairman and Chief Creative Officer, TBWAWorldwide
    30. 30. AlexBogusky1963-1999Founder, The FearLess Cottage / COMMONFormer Co-Principal, Crispin Porter + BoguskyFormer Chief Insurgent Officer, MDC Partners
    31. 31. Janet Kestin & Nancy Vonk 1999Co-Founders - SWIM, Toronto • Former Co-Chief Creative Officers - Ogilvy Toronto
    32. 32. David Kennedy& Dan Wieden1999Co-Founders - Wieden+Kennedy, Portland, OR
    33. 33. Dead butdefinitive.
    34. 34. Dead butdefinitive. ad names you should know and follow
    35. 35. David Ogilvy 1911-1999 Co-Founder, Ogilvy & Mather Writer (known for fact-based, long copy) Author, Ogilvy on Advertising and Confessions of an Advertising Man
    36. 36. Bill Bernbach1911-1982Co-Founder, Doyle Dayne Bernbach (DDB)Wrote headlines and handed them off to another writerto add “the little words.”He literally started in the mail room.“He elevated advertising to a high art and our jobs to a profession.”- Helmut Krone, AD at DDB
    37. 37. July 18, 1977 O&M AGENCY MEMORANDUM:“For many years you heard me inveigh against ‘entertainment’ in TVcommercials and ‘cleverness’ in print advertising.  When the advertising worldwent on a ‘creative’ binge in the late 1960s, I denounced award winners aslunatics... “Then, two years ago, you began to receive memos from me, complaining that toomuch of our output was stodgy and dull... “I woke up to the fact that the majority of our campaigns, while impeccable as topositioning and promise, contained no big idea.  They were too dull to penetratethe filter which consumers erect to protect themselves against the daily deluge ofadvertising.  Too dull to be remembered.  Too dull to build a brand image.  Toodull to sell.  (‘You cannot bore people into buying your product.’) “I want all our offices to create campaigns that are second to none in positioning,promise – and brilliant ideas...”- David Ogilvy 
    38. 38. What should I read?
    39. 39. What should I read? a reading list for the plugged-in
    40. 40. the top work in graphic design, advertising, illustration, photographywww.commarts.com and interactive design FIVE ANNUALS ADVERTISING ANNUAL : DECEMBER ALL PROFESSIONAL WORK
    41. 41. new and outstanding print/ TV campaigns from around the world interviews with the bestwww.luerzersarchive.us international creatives INTERNATIONAL WORK THE “EDGIER” STUFF PROFESSIONAL + STUDENT WORK
    42. 42. where aspiring creatives showcase their talents to industry - rolling competition juried bywww.cmykmag.com professionals FOUR CATEGORIES: ADVERTISING, DESIGN, PHOTOGRAPHY, ILLUSTRATION ALL STUDENT WORK
    43. 43. What can I win?
    44. 44. What can I win?the most important creative awards in advertising
    45. 45. t h e a r t d i r e c t o r s c l u b “ c u b e ” 1920
    46. 46. t h e a r t d i r e c t o r s c l u b “ c u b e ” 1920 t h e c a n n e s i n t e r n a t i o n a l a d v e r t i s i n g f e s t i v a l “ l i o n s ” 1954
    47. 47. t h e a r t d i r e c t o r s c l u b “ c u b e ” 1920 t h e c a n n e s i n t e r n a t i o n a l a d v e r t i s i n g f e s t i v a l “ l i o n s ” 1954 t h e c l i o a w a r d s 1959
    48. 48. t h e a d v e r t i s i n g c l u bo f n e w y o r k “ A N D Y s ” 1964
    49. 49. t h e a m e r i c a n a d v e r t i s i n g f e d e r a t i o n “ A D D Y s ”t h eo f a d v e r t i s i n g n e w y o r k c l u b “ A N D Y s ” 1968 1964
    50. 50. t h e a m e r i c a n a d v e r t i s i n g f e d e r a t i o n “ A D D Y s ”t h eo f a d v e r t i s i n g n e w y o r k c l u b “ A N D Y s ” 1968 1964 t h e o n e c l u b f o r a r t & c o p y “ p e n c i l ” 1975
    51. 51. Most Award-Winning U.S.Advertising Agencies 2010 1. Wieden+Kennedy - Por tland, OR 2 . B B D O - N e w Yo r k , N Y 3 . Yo u n g & R u b i c a m - N e w Yo r k 4. TBWAChiatDay - Los Angeles, CA 5. Goodby, Silver stein & Par tner s - San Francisco, CA 6 . T h e M a r t i n A g e n c y - R i c h m o n d , VA
    52. 52. Responsibility.
    53. 53. Responsibility.How to do this job and sleep well at night.
    54. 54. “All of us who professionally use themass media are shapers of society.We can vulgarize that society. Wecan brutalize it. Or, we can help liftit onto a higher level.”- Bill Bernbach
    55. 55. passion

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