Presentation on how thinking on persuasion design is the way to think about the future of the advertising. The value an agency represents is not creativity or creative communications, but the know-how of influencing choice and buying behavior. Therefore agencies need to work with all the ingredients of the business model: the way a product feels, the way we fuel consumer excitement and Word-of-Mouth and the way we improve the conversion path in general. One of the most interesting questions today for agencies will become: can we be relevant in the absence of a media budget?
When a game designer looks at a music academy,
he sees a broken game design.
Compare that to Guitar Hero.
“What diﬀerentiates digital thinking CMOs
from their analog colleagues
is aggressive experimentation”