What is happening to the advertising industry?

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This is a presentation I gave to an "Intro to Advertising" class at Howard University on October 18th, 2010.

I borrowed style elements and content from Dave Nottoli , Francois Grouiller (http://slidesha.re/ajAPZY), Gareth Kay (http://slidesha.re/dwfOPU) and Mike Arauz (http://slidesha.re/bALR9v) who are all planning/strategy rock stars. I also grabbed some slides from this year's Razorfish Feed report (http://feed.razorfish.com/), which is always a source of inspiration.

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  • This is a presentation I gave to an 'Intro to Advertising' class at Howard University on October 18th, 2010.

    I borrowed style elements and content from Dave Nottoli , Francois Grouiller (http://slidesha.re/ajAPZY), Gareth Kay (http://slidesha.re/dwfOPU) and Mike Arauz (http://slidesha.re/bALR9v) who are all planning/strategy rock stars. I also grabbed some slides from this year's Razorfish Feed report (http://feed.razorfish.com/), which is always a source of inspiration.
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What is happening to the advertising industry?

  1. 1. WHAT IS HAPPENING TO THE ADVERTISING INDUSTRY? @Ezra802 Digitas Ezra.Englebardt@digitas.com Created for Howard University October 18, 2010
  2. 2. NOTHING REACHES A SCALE AUDIENCE BETTER THAN TV
  3. 3. FROM:
  4. 4. TO:
  5. 5. THINGS ARE MOVING FASTER THAN EVER BEFORE
  6. 6. IN EIGHT DAYS
  7. 7. TROPICANA - 46 DAYS NEW COKE - 78 DAYS
  8. 8. YOUR BRAND IS ALWAYS ON
  9. 9. CONSUMERS DON’T THINK DIGITAL IS DIFFERENT. NEITHER SHOULD YOU
  10. 10. EMBRACE CONNECTED CONSUMERS
  11. 11. 2009 Razorfish Feed report – www.feed.razorfish.com
  12. 12. 2009 Razorfish Feed report – www.feed.razorfish.com
  13. 13. CREATE EXPERIENCES WORTH SHARING
  14. 14. KNOW YOUR COMMUNITY Via Mike Arauz
  15. 15. UNDERSTAND THEIR DESIRES Via Mike Arauz
  16. 16. GIVE THEM THE TOOLS TO SHARE THE EXPERIENCE Via Mike Arauz
  17. 17. WHAT THIS MEANS FOR YOU
  18. 18. DEVELOP NEW SKILLS Via Francois Groullier
  19. 19. DEVELOP NEW SKILLS 1.BE MULTIFACETED Via Francois Groullier
  20. 20. DEVELOP NEW SKILLS 1.BE MULTIFACETED 2.GET YOUR HANDS DIRTY Via Francois Groullier
  21. 21. DEVELOP NEW SKILLS 1.BE MULTIFACETED 2.GET YOUR HANDS DIRTY 3.BE STORYTELLERS
  22. 22. “A human being should be able to change a diaper, plan an invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, cooperate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty meal, fight efficiently, die gallantly. Specialization is for insects.” - Robert A. Heinlein Via Francois Groullier
  23. 23. ASK NEW QUESTIONS
  24. 24. ASK NEW QUESTIONS 1.WHAT’S THE REAL PROBLEM? Via Gareth Kay
  25. 25. ASK NEW QUESTIONS 1.WHAT’S THE REAL PROBLEM? 2.WHO IS THIS AMONG? Via Gareth Kay
  26. 26. ASK NEW QUESTIONS 1.WHAT’S THE REAL PROBLEM? 2.WHO IS THIS AMONG? 3.HOW MIGHT WE BEST APPROACH SOLVING THIS? Via Gareth Kay
  27. 27. ASK NEW QUESTIONS 1.WHAT’S THE REAL PROBLEM? 2.WHO IS THIS AMONG? 3.HOW MIGHT WE BEST APPROACH SOLVING THIS? 4.WHY MIGHT THEY TALK ABOUT THIS IDEA? Via Gareth Kay
  28. 28. ASK NEW QUESTIONS 1.WHAT’S THE REAL PROBLEM? 2.WHO IS THIS AMONG? 3.HOW MIGHT WE BEST APPROACH SOLVING THIS? 4.WHY MIGHT THEY TALK ABOUT THIS IDEA? 5.HOW DO THEY GET INVOLVED? Via Gareth Kay
  29. 29. ASK NEW QUESTIONS 1.WHAT’S THE REAL PROBLEM? 2.WHO IS THIS AMONG? 3.HOW MIGHT WE BEST APPROACH SOLVING THIS? 4.WHY MIGHT THEY TALK ABOUT THIS IDEA? 5.HOW DO THEY GET INVOLVED? 6.WHAT KEEPS THE CONVERSATION GOING? Via Gareth Kay
  30. 30. HAVE A POINT OF VIEW
  31. 31. “If I’d asked my customers what they wanted, they would have said a faster horse.” - Henry Ford

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