THE GO LD N A GE O         E         F      A D E TI S N G         V R                I
ZEITGEIST       INDIVIDUAL                   SOCIETY          MORE                      BETTER      SHAREHOLDER           ...
ZEITGEIST      FREEDOM                         NETWORKING                IDEALS                                 CHANGE    ...
TRENDS   TRANSPARANT                                                       TOGETHER                                       ...
“BUILDING A                 BETTER              AIRLINE, NOT                 JUST A              BIGGER ONE”Delta Airlines...
RESET
RESET
RESET
RESET
RESET
RESET
“YOUR BRAND IS NOSTRONGER THAN YOURREPUTATION AND WILL    INCREASINGLY  DEPEND ON WHAT   COMES UP WHEN  YOU’RE GOOGLED    ...
TRANSPARANT
TRANSPARANT
TRANSPARANT
TRANSPARANT
TRANSPARANT
TRANSPARANT
“WE HELPED DIAGNOSE   THE PROBLEM... HELP US PRESCRIBE    THE SOLUTION            Sarah Palin, 2010 campaign
POLARIZATION
A true story about what it’s really like to work at:             “The happiest place on earth”   POLARIZATION
POLARIZATION
POLARIZATION
THE DUTCH BOOMERS, AKA THESTUFFED GENERATION, FENDING FOR          THEMSELVES                             POLARIZATION
“COMING TOGETHER IS A     BEGINNING. KEEPING TOGETHER IS      PROGRESS. WORKING TOGETHER IS      SUCCESS!”                ...
TOGETHER
TOGETHER
TOGETHER
TOGETHER
TOGETHER
“THE WEB IS DEAD,  LONG LIVE THE    INTERNET”           WIRED Magazine, 2010
JUST ANY DINNER PARTY IN 2011                                MATRIX
MATRIX
MATRIX
MATRIX
WHEN TOP NYCCREATIVE DIRECTORS     GOOGLED THEMSELVES........
UNPLUGGED
UNPLUGGED
UNPLUGGED
UNPLUGGED
UNPLUGGED
“ADVERTISING ISTHE TAX YOU PAY   FOR BEINGUNREMARKABLE”       Robert Stephens, founder of Geek Squad
#WTF! HAVE WE GOT HERE?                          ERGONOMIX
ERGONOMIX
Risk alert!  You are in a   hazardousenvironment. Tryparking your carsomewhere else.      OK                   ERGONOMIX
ERGONOMIX
“LOCAL IS THENEW GLOBAL”          Marian Salzman, 2008
MASS RETAIL SUFFERS UNDER THE HANDS OF THE INTERNET.HOWEVER, LOCAL, PERSONAL AND FOCUSSED PROVES THE RETAIL               ...
LOCAL
LOCAL
LOCAL
“NIET ELK OUD VROUWTJE IS EVENBETROUWBAAR, ELKEGOLF GELUKKIG WEL”            Volkswagen, campagne 2010
PROVEN
PROVEN
PROVEN
“ALL FACE ANDNO TROUSERS?”          Jeremy Clarkson, Topgear
REAL
REAL
REAL
REAL
REAL
REAL
“CULTURE EATSSTRATEGY FOR  BREAKFAST”           Ford war room, mantra
ZEITGEIST     INTERRUPT                 INVOLVE   SEEK ATTENTION             ATTRACT       DIRECT                CONNECTIO...
Bob van LeeuwenBob van Leeuwenrobertus.van.leeuwen@gmail.com@capibaro06 10915818
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The Golden age of advertising

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Trends and their effect on corporate communiation

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The Golden age of advertising

  1. 1. THE GO LD N A GE O E F A D E TI S N G V R I
  2. 2. ZEITGEIST INDIVIDUAL SOCIETY MORE BETTER SHAREHOLDER STAKEHOLDER SHORT TERM PROFIT LONG TERM DEVELOPMENT BONUS CULTURE ANTI- BONUS CULTURE PRIVATIZATION NATIONALIZATIONI WE CREDIT CASH DEREGULATION CONTROL GLOBALIZATION LOCALIZATION COMPLEXITY SIMPLICITY OWN USE RISKTAKING PROTECT
  3. 3. ZEITGEIST FREEDOM NETWORKING IDEALS CHANGE WELLBEING VISION SUSTAINABLEI WE SAFE TRADITION & SOLID RELIABLE STABILE CONTROL PROVEN SUCCESSES
  4. 4. TRENDS TRANSPARANT TOGETHER PROVEN MATRIX POLARIZATION ER GO NOUNPLUGGED MI X LOCAL REAL
  5. 5. “BUILDING A BETTER AIRLINE, NOT JUST A BIGGER ONE”Delta Airlines, campagne 2010
  6. 6. RESET
  7. 7. RESET
  8. 8. RESET
  9. 9. RESET
  10. 10. RESET
  11. 11. RESET
  12. 12. “YOUR BRAND IS NOSTRONGER THAN YOURREPUTATION AND WILL INCREASINGLY DEPEND ON WHAT COMES UP WHEN YOU’RE GOOGLED Allan Jenkins
  13. 13. TRANSPARANT
  14. 14. TRANSPARANT
  15. 15. TRANSPARANT
  16. 16. TRANSPARANT
  17. 17. TRANSPARANT
  18. 18. TRANSPARANT
  19. 19. “WE HELPED DIAGNOSE THE PROBLEM... HELP US PRESCRIBE THE SOLUTION Sarah Palin, 2010 campaign
  20. 20. POLARIZATION
  21. 21. A true story about what it’s really like to work at: “The happiest place on earth” POLARIZATION
  22. 22. POLARIZATION
  23. 23. POLARIZATION
  24. 24. THE DUTCH BOOMERS, AKA THESTUFFED GENERATION, FENDING FOR THEMSELVES POLARIZATION
  25. 25. “COMING TOGETHER IS A BEGINNING. KEEPING TOGETHER IS PROGRESS. WORKING TOGETHER IS SUCCESS!” Henry Ford
  26. 26. TOGETHER
  27. 27. TOGETHER
  28. 28. TOGETHER
  29. 29. TOGETHER
  30. 30. TOGETHER
  31. 31. “THE WEB IS DEAD, LONG LIVE THE INTERNET” WIRED Magazine, 2010
  32. 32. JUST ANY DINNER PARTY IN 2011 MATRIX
  33. 33. MATRIX
  34. 34. MATRIX
  35. 35. MATRIX
  36. 36. WHEN TOP NYCCREATIVE DIRECTORS GOOGLED THEMSELVES........
  37. 37. UNPLUGGED
  38. 38. UNPLUGGED
  39. 39. UNPLUGGED
  40. 40. UNPLUGGED
  41. 41. UNPLUGGED
  42. 42. “ADVERTISING ISTHE TAX YOU PAY FOR BEINGUNREMARKABLE” Robert Stephens, founder of Geek Squad
  43. 43. #WTF! HAVE WE GOT HERE? ERGONOMIX
  44. 44. ERGONOMIX
  45. 45. Risk alert! You are in a hazardousenvironment. Tryparking your carsomewhere else. OK ERGONOMIX
  46. 46. ERGONOMIX
  47. 47. “LOCAL IS THENEW GLOBAL” Marian Salzman, 2008
  48. 48. MASS RETAIL SUFFERS UNDER THE HANDS OF THE INTERNET.HOWEVER, LOCAL, PERSONAL AND FOCUSSED PROVES THE RETAIL CONCEPT IS FAR FROM DEAD!
  49. 49. LOCAL
  50. 50. LOCAL
  51. 51. LOCAL
  52. 52. “NIET ELK OUD VROUWTJE IS EVENBETROUWBAAR, ELKEGOLF GELUKKIG WEL” Volkswagen, campagne 2010
  53. 53. PROVEN
  54. 54. PROVEN
  55. 55. PROVEN
  56. 56. “ALL FACE ANDNO TROUSERS?” Jeremy Clarkson, Topgear
  57. 57. REAL
  58. 58. REAL
  59. 59. REAL
  60. 60. REAL
  61. 61. REAL
  62. 62. REAL
  63. 63. “CULTURE EATSSTRATEGY FOR BREAKFAST” Ford war room, mantra
  64. 64. ZEITGEIST INTERRUPT INVOLVE SEEK ATTENTION ATTRACT DIRECT CONNECTION ONE TO MANY MANY TO MANY REACT INTERACTIONRETURN ON INVESTMENT RETURN ON INVOLVEMENT USE INSPIRATION PROMISE ACT IMAGE EXPERIENCE WHAT YOU NEED WHAT I WANT TELL DO STRATEGY CULTURE
  65. 65. Bob van LeeuwenBob van Leeuwenrobertus.van.leeuwen@gmail.com@capibaro06 10915818

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