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DON DRAPER GOES      DIGITAL AND          BEYOND             Part 4
What happened to communication?What really happened to communication?What happened to people’s heads?What happened to stra...
WHAT HAPPENED TO STRATEGY
Rosser Reeves“Advertising is the art of getting a uniqueselling proposition into the heads of the mostpeople at the lowest...
A problem to be solved by advertisingConsumers to targetA message to say at themReasons to believeTone of voiceWhat space ...
Stephen King“I’m just surprised no-one’s thought of abetter idea yet.”
TRADITIONAL STRATEGY
WHAT SHOULD BE OUR MESSAGE
A                                                                                      B                                  ...
Brand Building
Strategy           +               Big Idea                          X   (      $                                  Media B...
Lee Clow“The more mass the media, the moresingular the message.”
DIGITAL STRATEGY
WHAT SHOULD OUR DIGITAL EXPERIENCEBE
plan                                                design                                                launch          ...
Brand Motion
Data       X           Strategy                      +   (               )=                              Digital Creativit...
FROM IDEASTHAT ARECONTENT TOIDEAS THATCREATECONTENT
i-advertising
TRANSMEDIA STRATEGY
WHERE & HOW DOES OUR BRANDINTERSECT WITH HUMAN EXPERIENCE       (DIGITAL & ANALOG)
insight            adjust                                                         plan                                    ...
Brand Experience
Data       +       Strategy                  +                      Big Idea                                 X(           ...
Traditional        Digital        Transmedia                                 create digital     Goal       shift attitude ...
FROM IDEASTHAT ARECONTENT TOIDEAS THATCREATE CONTENTTO IDEAS THATHAVE CONTENT
Russell Davies“What people actually want is stuff with some complexity,some meat, some richness. Stuff that has depth, hum...
Primary brand proposition                                     secondary, tertiary brand propositions         A healthy and...
transmedia idea
transmedia idea
transmedia identity
Bill Bernbach“Todays smartest communication style istomorrows corn.”
Antonis Kocheilas, Managing Partner LOWE Athensemail: antonis.kocheilas@loweworldwide.comlinkedin: http://gr.linkedin.com/...
To be continued...Tell me what do you think?
Don Draper goes digital part 4
Don Draper goes digital part 4
Don Draper goes digital part 4
Don Draper goes digital part 4
Don Draper goes digital part 4
Don Draper goes digital part 4
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Don Draper goes digital part 4

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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 third part of this presentation asks:
What really happened to communication strategy by the digitalization of our world?

Published in: Business
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Don Draper goes digital part 4

  1. 1. DON DRAPER GOES DIGITAL AND BEYOND Part 4
  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 HAPPENED TO STRATEGY
  4. 4. Rosser Reeves“Advertising is the art of getting a uniqueselling proposition into the heads of the mostpeople at the lowest possible cost.”
  5. 5. A problem to be solved by advertisingConsumers to targetA message to say at themReasons to believeTone of voiceWhat space you’re filling
  6. 6. Stephen King“I’m just surprised no-one’s thought of abetter idea yet.”
  7. 7. TRADITIONAL STRATEGY
  8. 8. WHAT SHOULD BE OUR MESSAGE
  9. 9. A B new insight big idea pre-test adjust LAUNCH post-test insight big ideaTraditional Planning: linear, persuasion basedbroadly targeted,idea-led, attitudinal goals
  10. 10. Brand Building
  11. 11. Strategy + Big Idea X ( $ Media Buying ) ? = Results
  12. 12. Lee Clow“The more mass the media, the moresingular the message.”
  13. 13. DIGITAL STRATEGY
  14. 14. WHAT SHOULD OUR DIGITAL EXPERIENCEBE
  15. 15. plan design launch measure small adjust idea insight insight small adjust idea plan A plan design design launch adjust small B launch idea measure measure insight small ideaDigital Planning: increasingly targeted, non-linear, user-led, permission based,behavioral goals
  16. 16. Brand Motion
  17. 17. Data X Strategy + ( )= Digital Creativity @ Results
  18. 18. FROM IDEASTHAT ARECONTENT TOIDEAS THATCREATECONTENT
  19. 19. i-advertising
  20. 20. TRANSMEDIA STRATEGY
  21. 21. WHERE & HOW DOES OUR BRANDINTERSECT WITH HUMAN EXPERIENCE (DIGITAL & ANALOG)
  22. 22. insight adjust plan plan value idea design launch measure plan design High launch measure plan value A value idea idea design launch measure adjust insight plan adjust plan insight value idea B value idea insight plan design adjust launch test plan measure LAUNCHTransmedia Planning: increasingly targeted,spiral, idea led & consumer informedadvocacy based, behavioral & attitudinalgoals
  23. 23. Brand Experience
  24. 24. Data + Strategy + Big Idea X( Channel Creativity ! )= Results
  25. 25. Traditional Digital Transmedia create digital Goal shift attitude experience shift behavior Objective persuasion interaction integration Bias Message Click Action Discipline Advertising Digital Agnostic Brand Building Motion ExperienceStrategy Evolution
  26. 26. FROM IDEASTHAT ARECONTENT TOIDEAS THATCREATE CONTENTTO IDEAS THATHAVE CONTENT
  27. 27. Russell Davies“What people actually want is stuff with some complexity,some meat, some richness. Stuff that has depth, humor,tension, drama etc. Not stuff thats distilled to a simpleessence. No-one ever came out of a movie and said "I reallyliked that. It was really clear."
  28. 28. Primary brand proposition secondary, tertiary brand propositions A healthy and complete long tail of the brand. The primary proposition stills draws the hits. But abundant shelf-space and low distribution costs enable the brand to connect with every niche idea with its own set of loyal consumers.The red part of the curve are the big ideas – the 20% that bring in 80% of the engagement. The orange portion of the curve represents the hitherto ignored long tail of little ideas.The Long tail of Brand Communication
  29. 29. transmedia idea
  30. 30. transmedia idea
  31. 31. transmedia identity
  32. 32. Bill Bernbach“Todays smartest communication style istomorrows corn.”
  33. 33. 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.
  34. 34. To be continued...Tell me what do you think?

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