Advertising at the speed of culture

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    Notes on slide 1

    It’s really interesting to me to be talking at a business leadership forum and not an ad industry event. I started out believing that I would be the warm-up pop-cultural element before Richard Florida - the light reading to get you through to lunch. But listening to Jim (CEO of RIM) and Elyse (CEO of GE Canada) this morning I think that perhaps we’re talking about some of the same things: Change management, competitive advantage, operating within uncertainty. “skating with our heads up” as Jim said earlier. But really, what’s interesting to me is that most of my fellow speakers today, and I’m hopefully here, spent a lot of time worrying about how they buy and manage advertising for their businesses. My fellow speakers are all SO smart at what they do. But when it comes to advertising you’re all still stuck using the tools MY industry gives you. They are far from perfect. What I’d like to do today is do a really fast fly-over of what’s going on: What technology means to marketing. What about social media? What you should do in a downturn when you can’t stop advertising but you don’t know if it’s doing anything? What do my own industries challenges with change management mean to your ad spending?

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    Advertising at the speed of culture - Presentation Transcript

    1. ADVERTISING AT THE SPEED OF CULTURE.
      • Colleen DeCourcy – Chief Digital Officer TBWA Worldwide
    2.  
    3.  
    4. SEE ME! HEAR ME! HEAR ME!
    5. SEE ME! HEAR ME! HEAR ME!
    6. THREE BASIC IDEAS
    7. DON‘T HUNT DOWN TARGET GROUPS
    8. ENGAGE YOUR AUDIENCE.
    9. THE HOW AND THE WHERE ARE AS IMPORTANT AS THE WHAT.
    10. FOUR TRUTHS
    11. 1.
    12. MORE PLATFORMS, MORE CONTENT , MORE SPEED. It’s all about the thousand micro-interactions not the one big deep experience. Old media suffer from ADD, break big stories and then abandon them. New media are OCD, obsessive compulsive.
    13. 2.
    14. EVERYONE CAN CREATE MEDIA FASTER, BETTER AND LESS EXPENSIVELY USING TECHNOLOGY.
    15. 3.
    16. THE MANIPULATION OF MEDIA AND DATA IS WHERE THE MAJORITY OF THE $$ ARE BEING SPENT
    17. 4.
    18. WE NEED TO OWN THE CONVERSATION NOT JUST THE CREATIVE
    19. IT’S NOT ABOUT ONLINE VS. OFFLINE
    20. WE’RE CHASING THE WRONG RABBIT.
        • FOR THE PAST 2 YEARS, “DIGITAL” HAS BEEN A HUGE DISTRACTION
        • Acquisitions, mergers, talent wars.
        • The advertising industry started heading into a tailspin. Masses of money were being spent to try and stay on top of this disruptive and rapid switch in social behaviours
    21.  
    22. “ I WISH WE COULD JUST CRACK OPEN YOUR HEAD AND TAKE OUT WHAT WE NEED”
    23. !!!!!!!!!!!!!!
    24. EVERYBODY WANTS TO GO TO HEAVEN BUT NOBODY WANTS TO DIE.
    25.  
    26.  
    27. LET’S BACK UP TO THE 2008 CANNES LIONS...
    28.  
    29.  
    30.  
    31. UNIQLOCK‘S appeal is hard to convey in a three minute case study video. Its unending delight is best experienced as digital snack food over the course of weeks. Prior to the show I had glimpsed it over the shoulder of so-called “digital natives”, those with a taste for Japanese whimsy and beautility. They all seemed to have a real affection for it. Apparently it also makes you want to buy clothes.
    32.  
    33. AD UNITS BECOME NOTEPADS: REAL TIME COMMENTARY ON CULTURE
    34.  
    35.  
    36.  
    37.  
    38.  
    39.  
    40. CONSTANT COMMUNICATIONS
    41. CONSTANT COMMUNICATIONS is a fleet of small initiatives adding together to create an ongoing communications program with YOUR CONSUMERS, about YOUR PRODUCTS, IN RESPONSE TO CULTURE, 365 days per year.
    42. CONSTANT COMMUNICATIONS is an ongoing re-contact strategy. It’s the new CRM.
    43. IN THIS ECONOMY , we need to do more with our investments. To leverage relevant key moments ...and own them. To generate faster and more frequent INFORMATION POINTS - not just ads.
    44. CONSTANT COMMUNICATIONS is our catalyst to change.
    45. EVERY MONTH, EVERY WEEK, EVERY DAY.
    46. BYE-BYE 360 DEGREES.
    47. HELLO 365 DAYS.
    48. UBIQUITY = f(kTdt*2cc) k = content T = technology d = distribution t = timeliness cc = constant comms
    49. PLANNED ANTICIPATED REACTIVE
    50. CONSTANT COMMUNICATIONS IS SOCIAL MEDIA
    51.  
    52. TO PROVE THAT CONSTANT COMMUNICATION AND MEANINGFUL CONNECTIONS WITH CONSUMERS DRIVES CONVERSION
    53.  
    54. IMPROVISATION WHAT IS SOCIAL MEDIA, REALLY? PLANNING AGILE CR EATIVITY (thought courtesy of David Armano - Critical Mass)
    55. SOCIAL MEDIA ISN’T JUST A BLOG OR A FACEBOOK PAGE.
    56. IT’S A MINUTE BY MINUTE WORLD. WHAT’S NEW IS OLD IMMEDIATELY. EVERYONE IS CONTENT SNACKING. NOTHING IS SAVED. NOTHING IS LOST. THERE IS NEVER A MOMENT OF DISCONNECTION. FROM THE WEB, FROM YOUR PHONE, FROM THE WORLD.
    57. YOUR ADVERTISING AND YOUR AUDIENCE AREN’T IN SYNCH
    58. AS THE MARKETPLACE SHIFTS SO SHOULD YOUR EXPECTATIONS OF YOUR AGENCY from heavily resourced to highly resourceful from executing the plan to capitalizing on the unplanned from defender of the brand to delivery of the behaviour from creative as king to the end of “the king”
    59. CONTENT BRAND ACTIVATION STRATEGIC CHANNEL PLANNING SOCIAL MEDIA & ENGAGEMENT MODULAR & PORTABLE AD PACKAGES UNIFIED PROJECT MANAGMENT/DELIVERY OFFICE TECHNOLOGY INFRASTRUCTURE BLOGS/FACEBOOK YOUTUBE DISCUSSION GROUPS VIDEO MUSIC EDITORIAL & DESIGN MOBILE ONLINE PLATFORMS APPLICATION DEVELOPMENT PARTNERSHIPS DISTRIBUTION & MEDIA CREATION CONTENT CREATION & PARTNERSHIPS
    60. Ideas are put out much earlier and less completely formed, so others can than finish them in their own ways.
    61. I think this makes CULTURE a broader conversation, a host of untraceable contributions knitting together to produce new things, And it‘s almost impossible to know which grain of sand is going to start the avalanche.... BRIAN ENO
      • MOVE AT THE SPEED OF CULTURE AND YOU’LL MOVE WITH YOUR AUDIENCE.

    + whatidiscoverwhatidiscover, 8 months ago

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    Advertising at the speed of culture
    Colleen DeCour more

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