An interesting view from a creative agency. Creativity and innovation has always been they key to successful communication strategies!

1. © T H E B R O O K L Y N B R O T H E R S
SEPTEMBER 2016
© T H E B R O O K L Y N B R O T H E R S
The Connected
Consumer.

2. A marketer’s dream.

3. “The connected consumer is the dawn of
a new era for advertising”
The Huffington Post, 2008

4. “Marketers should seize the opportunities of
these omni-channel consumers”
Mashable, 2007

5. But something
funny happened
along the way…

6. 0%
2%
4%
6%
8%
10%
2000 2002 2004 2006 2008 2010 2012 2016
The big click meltdown.
SOURCE: http://www.digitalmarketer.com/what-is-native-advertising/

7. 0%
2%
4%
6%
8%
10%
2000 2002 2004 2006 2008 2010 2012 2016
The big click meltdown.
SOURCE: http://www.digitalmarketer.com/what-is-native-advertising/

8. #absurdity.

9. #absurdity.

10. #absurdity.

11. A nation of
Adblockers.

12. We forgot the first
rule of marketing.

13. Brand engagement is
our goal.
BRANDS PEOPLE

14. We need a new
brand agenda.

15. A new brand agenda
Blockbuster Ideas.

16. Blockbuster ideas.

21. Results.
10m+ 1bn91%
Fans tuned into NBC’s
Premier League coverage
Media impressionsIncrease in NBCSN
viewership
8486%
Increase in
Facebook fans
9m
Views of the Ted Lasso
piece alone

22. The 3F Model.
FOCUS
CONVERT IN
OWNED
FAME
PROSPECT OUT INTO CULTURE
PROSPECT DEEP INTO CATEGORY
FUNCTION
DRIVE CONSIDERATION &
CONVERSION
BUILD RELEVANCE IN SEARCH
CONTINUE TO BUILD
AWARENESS

23. A new brand agenda
People Powered.

24. Inspired by Iceland
The thinking.

25. Ask Gudmundur.

27. PLAY

28. Results.
114% 12.5k £36.5m425m
Income growth in the
lesser-known regions of
Iceland
User generated
contributions throughout
the campaign period
Total value created from
the initial investment of just
£1.9m
Total media impressions
delivered throughout the
campaign
19:1 ROI
Long term return from the
initial investment

29. A new brand agenda
Relevance Obsessed.

30. Share of culture, not
category.

31. Emirates
The challenge.

32. Emirates
airOMG.

33. Castrol EDGE
The challenge.

34. Castrol EDGE
Titanium trials.

35. And finally.

36. And finally.
“We're excited for James’ talents
and fearless creative instincts to
tackle American TV.”
E!News

37. And finally.
“We're excited for James’ talents
and fearless creative instincts to
tackle American TV.”
E!News
“Stephen Colbert is
one of the most inventive
and respected forces on TV.”
The Guardian

38. Results.

39. Results.
“I don’t even check the ratings, I check
YouTube views at the end of the week.”
James Corden

40. “My major ambition is just to stay
relevant, to be in the conversation.”
James Corden

41. Our new brand
agenda.
RELEVANCE OBSESSED
BLOCKBUSTER IDEAS
PEOPLE POWERED

42. Thank you.