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Don Draper goes digital part 2

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We face a digital reality today where our operational model is being extended but not, as much as its theoretical domain. In order to survive in this brand new ecosystem our profession has to adapt but not necessarily to change. We have to rediscover our inherited quality of asking “what”. Because the strength of our profession lies in our ability to turn “what if” in “what is”.
The second part of this presentation asks:
What really happened to communication theory by the digitalization of our world?

Published in: Business
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Don Draper goes digital part 2

  1. 1. DON DRAPER GOES DIGITAL AND BEYOND Part 2
  2. 2. What happened to communication?What really happened to communication?What happened to people’s heads?What happened to strategy?What happened to agencies?WHAT’S NEXT?
  3. 3. WHAT REALLY HAPPENED TO COMMUNICATION?
  4. 4. Sandro Botticellis the Birth of Venus. c. 1480Drawing is a form of visual expression that makes use of any number ofdrawing instruments to mark a two-dimensional medium
  5. 5. TARGETTRANSMITTER BRAND TARGET RECEIVERS TARGETCommunication asBroadcast
  6. 6. Pablo Picasso’s cubist workIn cubist artworks instead of depicting objects from one viewpoint, theartist depicts the subject from a multitude of viewpoints to represent thesubject in a greater context.
  7. 7. TARGET TARGET TARGET TARGET TARGETTARGET TARGET BRAND TARGET TARGET TARGET TARGET TARGET TARGET TARGETCommunication asConversation
  8. 8. FROMORATORS TOMODERATORS
  9. 9. Marcus Tullius CiceroCicero’s Rules for Good Conversation: speak clearly, do notinterrupt, be courteous, speak easily, but not too much, giveothers their turn, deal seriously with serious matters,gracefully with lighter ones, never criticize people behind theirbacks, stick to subjects of general interests, do not talk aboutyourself, never lose your temper.
  10. 10. We can’t treat people asconsumers anymore.
  11. 11. Audience is the way we talk about people.Calling them consumers assumes they areready and willing to consume. We don’tthink that’s the way the world works.We need to understand audience behavior,earn their attention and invite them into ourbrand story.
  12. 12. WEB POOLS HUBSpeople connected to each-other people connected to an idea people connected to a leaderCommunication asCommunitization
  13. 13. 360 DEGREE & 24/7 LIVE BRAND COMMUNICATION
  14. 14. MEDIA SPACE & MESSAGE TIMING
  15. 15. Media - System AWARENESS ATL INTERACTION BTL ENGAGEMENT PARTICIPATION DIGITAL SOCIAL
  16. 16. RE-IMAGINATION VS RE-MEDIATION
  17. 17. Henry Jenkins, MIT“Our focus should be not on emergingtechnologies but on emerging cultural practices.”
  18. 18. Antonis Kocheilas, Managing Partner LOWE Athensemail: antonis.kocheilas@loweworldwide.comlinkedin: http://gr.linkedin.com/pub/antonis-kocheilas/6/9b8/844I am a strategic planner by trade. I am deeply interested in all developmentsin the theory and practice of Strategic Marketing and IntegratedCommunications. I have a fascination around the evolutionary impact oftechnology and Media on the human experience. Therefore I read extensivelyon the subject and keep myself up to date in every way accessible.
  19. 19. To be continued...Tell me what do you think?

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