10 Trends in Advertising and PR


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Presentation given at Michigan State University in March of 2012 by Marian Salzman (Havas PR CEO) on trends in advertising & PR.

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10 Trends in Advertising and PR

  1. 1. 10Trends inAdverTisingAndPr Marian Salzman Michigan State University March 2012 @ erwwpr
  2. 2. WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforindustriesandbrands? @ erwwpr 2
  3. 3. WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforindustriesandbrands? • To identify the forces driving the future and plan for long-term success. @ erwwpr 3
  4. 4. WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforindustriesandbrands? • To identify the forces driving the future and plan for longterm success. • To discover unexpected opportunities that help transform brands and businesses. @ erwwpr 4
  5. 5. WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforindustriesandbrands? • To identify the forces driving the future and plan for longterm success. • To discover unexpected opportunities that help transform brands and businesses. • To move ahead of the curve and stay there. @ erwwpr 5
  6. 6. Learningto spotTrends social momentum It means tracking people companies radical breakthroughs economies brands @ erwwpr 6
  7. 7. BeingasuccessfulTrendspotter The qualities of a good trendspotter apply to any activities involving groups of people over time—B2C, B2B, sports, education, art, healthcare, travel … All-around awareness: Trendspotters cultivate a “radar” that picks up things near and far, from global to local. Smart retailers do this instinctively by noticing the different types of customers coming in, how they spend, what they talk about and what competitors are doing. Curiosity: Insatiable interest in what people are or aren’t doing and a desire to find out why is essential for a trendspotter. A way of being: Trendspotters aren’t just people who appear in the media and on stage; they’re also smart businesspeople who consistently tune in to their market. @ erwwpr Contexts: Nothing happens in isolation— trendspotters relate what they observe not only to the immediate context but also to other contexts that might be relevant (e.g., what’s in the local news, changes in school rolls, outdoor activities that are getting popular, etc.). Future-ready: Always thinking about the future implications of current trends: How do I factor what’s happening now into the future I’m planning for? 7
  8. 8. Trendspotting • We are all hardwired to seek patterns in what we observe and to use them to make predictions about the future. • Trendspotting aims to find patterns and connections across less sharply defined fields of human behavior—it deals with many more variables where information is fuzzier. • Trendspotting draws on a range of disciplines: business, history, marketing, psychology, sociology, statistics. • News, journals, popular culture, social media and conversations all provide raw material for trendspotting. The point is not to make precise predictions but rather to spot currents that will flow into the future and help shape it. @ erwwpr 8
  9. 9. Humans + Technology = Trends 3. Localisthe newglobal “First we shape our tools; thereafter they shape us.” • Virtually every twist and turn in human history has been influenced and shaped by some form of technology. • Every technology—from hand axes, weaving and wheels through gunpowder and sails, to internal combustion and microchips— has driven social trends. • Now, above all, it’s digital technology that’s involved somehow, somewhere in many of the trends we have flagged for 2012. @ erwwpr 9
  10. 10. Thisiswhat’sin storeforadvertising andpublicrelations inthenearfuture... @ erwwpr 10
  11. 11. 1. @ erwwpr PrBecominga Hybriddiscipline 11
  12. 12. 1. PrBecomingaHybriddiscipline • PR people’s jobs are a lot more varied than they used to be. PR works through the media, which is morphing like CGI gone crazy, faster than many old hands can track. • It’s vital to be interesting and relevant, to attract and hold attention. Our agency likes to say, “Don’t be in the news; be the news.” • The future of PR belongs to a new breed that can blend the skills of perception engineer, content provider, media relations guru, transparency expert and CSR gospel preacher. Check Out • Red Bull Media House: Creative cross-media edgy news all the time, with a winning F1 racing team, stunt-flying aircraft and snowboarding in the amazing The Art of Flight. @ erwwpr 12
  13. 13. 2. @ erwwpr PlayMe, ThenPayMe 13
  14. 14. 2. PlayMe,ThenPayMe • PR people have to turn clunky technical jargon into words that anyone can understand—words that create impact. • One phrase we’re increasingly hearing from our clients is “contingency element compensation,” meaning part of what they pay is based on our achieving measurable results. • Lawyers call it “No win, no fee.” We’re calling it “Play me, then pay me.” • It’s not yet the norm, but agencies that can offer it, deliver results and still make money will be in the running in the future. Check Out • @erwwpr: We use the money we would have spent on pitches to pay a new client’s first month or two of fees. @ erwwpr 14
  15. 15. 3. @ erwwpr PrTurningHopeful 15
  16. 16. 3. PrTurningHopeful • In this anxious, snarly, angry national atmosphere, who would bet against the old maxims “Bad news sells” and “No news is good news”? • But dwelling on the downside too long is bad for health and bad for business—and it’s not the American way. • We’re finding plenty of citizens, journalists and brands responding to stories of hope that raise spirits and spread smiles (without being cheesy). Check Out • Pittsburgh 2012: Euro RSCG’s third-annual One Young World summit will gather brands, global figures and promising young leaders from around the world. @ erwwpr 16
  17. 17. 4. @ erwwpr Playingthe rightgames 17
  18. 18. 4. Playingtherightgames • Gaming is the fastest-growing media around, played by 72 percent of American households. • Clearly, something about games attracts and holds attention—which is why brands and marketers are looking to apply some of those playful hooks in their work. • The clunky term is “gamification,” which means finding ways of making non-games fun and engaging. • Look for social games and video gaming to continue to be another way to reach consumers. Check Out • The Nike+ tag running app: Whoever runs the slowest or the shortest distance, or starts running latest in the day, is designated “It.” @ erwwpr 18
  19. 19. 5. @ erwwpr storiesThatecho 19
  20. 20. 5. storiesThatecho • Thanks to Facebook, Twitter and YouTube (to name but three), virtually anyone with a catchy idea can go viral and be famous for a day or two—until the next idea comes along. • This raises the bar for PR. If some random person from wherever can score for free, then paid professionals should be able to outperform the amateurs over time. • Now more than ever, PR is looking to find or create stories that continue to resonate in the media for weeks, months and more. Check Out • Campaign Money Watch: This nonprofit, nonpartisan organization is increasingly on-trend as Americans wonder about the influence of big money and special interests in politics. @ erwwpr 20
  21. 21. 6. @ erwwpr Onlinevideo LevelingtheField 21
  22. 22. 6. OnlinevideoLevelingtheField • Media companies used to “own” the attention of viewers and readers, and sell it to brand advertisers who spent big bucks on creating punchy ads and/or buying lots of media exposure. • Then came DVRs, allowing consumers to skip ads, and the Internet, opening them to a world of alternatives to owned media. • Now YouTube standards rule and buying power counts for much less (attention goes quickly to whatever is entertaining and/or amazing and/or original and/or touching). Check Out • Viral sensations: Invisible Children (showing how digital success can be a double-edged sword) and the Dollar Shave Club (its online launch ad cost $4,500 to make, and it’s got almost 3 million hits). @ erwwpr 22
  23. 23. 7. @ erwwpr LongLive BrandHeritage 23
  24. 24. 7. LongLiveBrandHeritage • What hope is there for old brands when new ones spring up fast and hog attention? Since the Fortune 500 started in 1955, 62 companies have appeared every year—while 1,952 came and went. • Who cares about a brand that has been going 60 years if the only people who use it are as old as the brand itself? • Brand heritage is only worth anything when it’s the backdrop for products that are relevant now. Check Out • Oreo: Nabisco’s cross-platform campaign celebrating 100 years of the brand playfully invites consumers to “Celebrate the kid inside.” @ erwwpr 24
  25. 25. 8. @ erwwpr PlaywithMe 25
  26. 26. 8. PlaywithMe • Interactive advertising beats plain “Look at this” advertising every time, right? • Right, but only if it’s offering something to make the interaction worthwhile; otherwise it’s an even bigger waste of time and attention. • The more people use mobile devices, the less time and attention they have for “Look at this”—but the more opportunities advertising will have to play with them. Check Out • Orbitz Traveler Update: Its projected movie “billboards” feature characters responding to someone standing and looking. • vitaminwater: The brand’s “Alternative Energy Source” campaign at bus shelter displays has battery-powered USB ports that let people charge devices. @ erwwpr 26
  27. 27. 9. @ erwwpr BiggoingLocal 27
  28. 28. 9. BiggoingLocal • We’re all used to local businesses advertising their services locally, on their home turf. • And we’re used to big brands doing national ads with space for local dealers to add their details. • Now, thanks to interactive media, the distinction among local, national and global is blurring; marketers can get global exposure while riding the vibrancy of local events. • Caveat: Brand values had better be aligned with the values of the event. Check Out • Ben Jerry’s: See the company’s support for the Occupy Wall Street movement. @ erwwpr 28
  29. 29. 10. @ erwwpr Adifferent gendersensitivity 29
  30. 30. 10. Adifferentgendersensitivity • It’s not exactly Isaac Newton, but there is certainly an opposite reaction to gender blurring and gender sensitivity. • The safe route for advertising for most brands is straight-downthe-line balance in their portrayal of women. • There is a naughty space opening up for brands that want to create a little edge by flouting the norms of gender respect and inclusivity—risky but rewarding for some. Check Out • Dr Pepper Ten: The brand’s “It’s not for women” ads feature macho scenes and a tough guy saying, “Hey, ladies. Enjoying the film? Of course not. Because this is our movie, and this is our soda. You can keep the romantic comedies and lady drinks. We’re good.” @ erwwpr 30
  31. 31. sowhat? @ erwwpr 31
  32. 32. • It’s a great time for inventive, creative, original thinkers and doers to work in advertising and PR. • The industry doesn’t have the martini-fueled glamour of Mad Men’s Madison Avenue and their smoke-and-mirrors tricks. • It does offer a huge and growing scope for getting inside brands and businesses and consumers. • Instead of being an optional add-on for businesses, advertising and PR will increasingly become an integral part of the products and services they provide. @ erwwpr 32
  33. 33. #thankyou @ erwwpr 33