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THE FUTURE OF ADVERTISING...       @creativesocial
“Social media isn’t a fad,it’s a fundamental change in the way we              communicate”        Erik Qualman, Socialnom...
What is the purpose of brand?
“Brands only exist because they helpconsumers make buying decisions without      using too much brain power”       Robin W...
Is it still all about the big idea?
JAPANESENESS     +TECHNOLOGY     +  PRODUCT
Have we been targeting the      wrong people?
www.exactitudes.com
Are agencies set up for this      new landscape?
Art Director + Copywriter
Art Director + Copywriter
Art Director + CopywriterOther specialist      Creative                                   IA/UE   Technologist            ...
Art Director + CopywriterOther specialist      Creative                                   IA/UE   Technologist            ...
Art Director + CopywriterOther specialist      Creative                                   IA/UE   Technologist            ...
Art Director + Copywriter Search        Creativesspecialist                             IA/UETechnologist                 ...
OTHER CHARACTERISTICS OFTHE AGENCY OF THE FUTURE
Social at its core[Providing ideas that people can belong to]
Return to full service[Strategic Media and Creative thinking can no longer sit in silos]
Connection back to people [Ban the word consumer. We are speaking to people like ourselves]
More strategic suits   [Planning should not sit in a silo]
Independent spirit   [Flexibility to do it your way]
Egoless[Ideas can come from anywhere]
Collaboration[Internally. Other Agencies. Media Owners. Customers]
Profero London       Anomaly NYIconmedialab Milan   W&K London
“But aside from the creatives, the crew and the performer, thisseemingly simple thing is the product of a team of people w...
Being good  [Strong values.]
A new financial model  [Sharing own risk and reward. Creating own IPR]
THE FUTURE OF ADVERTISING..   .....IS NOT ADVERTISING
“We need to move from a world where we are marketing to people to one where people are marketing to each                 o...
www.delicious.com/danielefiandaca/bnd2011Daniele Fiandaca@yellif@creativesocialdanielefiandaca@me.comwww.creativesocialblo...
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
The Future Of Advertising
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The Future Of Advertising

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Creative Social recently published the book Digital Advertising: Past, Present, and Future (http://www.lulu.com/product/paperback/digital-advertising-past-present-and-future/13032597). This presentation pulls together some of the views of the authors and provides a view on some of the issues which may well influence the future of advertising and what this might mean for the agency of the future.

It was first presented at Thesedays Brand New Day conference (www.brandnewday.com/). If you are interested in one of the authors presenting at one of your conferences, please e-mail daniele@creativesocial.com.

Published in: Business

The Future Of Advertising

  1. 1. THE FUTURE OF ADVERTISING... @creativesocial
  2. 2. “Social media isn’t a fad,it’s a fundamental change in the way we communicate” Erik Qualman, Socialnomics
  3. 3. What is the purpose of brand?
  4. 4. “Brands only exist because they helpconsumers make buying decisions without using too much brain power” Robin Wight, Engine Group
  5. 5. Is it still all about the big idea?
  6. 6. JAPANESENESS +TECHNOLOGY + PRODUCT
  7. 7. Have we been targeting the wrong people?
  8. 8. www.exactitudes.com
  9. 9. Are agencies set up for this new landscape?
  10. 10. Art Director + Copywriter
  11. 11. Art Director + Copywriter
  12. 12. Art Director + CopywriterOther specialist Creative IA/UE Technologist Planner Social Media Specialist
  13. 13. Art Director + CopywriterOther specialist Creative IA/UE Technologist Planner Social Media Specialist
  14. 14. Art Director + CopywriterOther specialist Creative IA/UE Technologist Planner Social Media Specialist
  15. 15. Art Director + Copywriter Search Creativesspecialist IA/UETechnologist Planner Social Media Specialist
  16. 16. OTHER CHARACTERISTICS OFTHE AGENCY OF THE FUTURE
  17. 17. Social at its core[Providing ideas that people can belong to]
  18. 18. Return to full service[Strategic Media and Creative thinking can no longer sit in silos]
  19. 19. Connection back to people [Ban the word consumer. We are speaking to people like ourselves]
  20. 20. More strategic suits [Planning should not sit in a silo]
  21. 21. Independent spirit [Flexibility to do it your way]
  22. 22. Egoless[Ideas can come from anywhere]
  23. 23. Collaboration[Internally. Other Agencies. Media Owners. Customers]
  24. 24. Profero London Anomaly NYIconmedialab Milan W&K London
  25. 25. “But aside from the creatives, the crew and the performer, thisseemingly simple thing is the product of a team of people whocame together in a way that Ive personally never witnessedbefore. The social media guys who figured out the who andwhere, spotting the opportunities, pulling out the gems andputting them cleverly back into the world. The tech guys whopulled together a super smart workflow system whichunderpinned this production. The editors who edited all that stuffas it happened. All the people around the set. The accountpeople. Planners. Media folk. PR. All working in real time toproduce and distribute internet-primed content of amazingquality. And youd imagine that this kind of thing would require agreat producer to pull off. And youd be right.”Ian Tait, Wieden & Kennedy
  26. 26. Being good [Strong values.]
  27. 27. A new financial model [Sharing own risk and reward. Creating own IPR]
  28. 28. THE FUTURE OF ADVERTISING.. .....IS NOT ADVERTISING
  29. 29. “We need to move from a world where we are marketing to people to one where people are marketing to each other on our behalf” Mark Earls
  30. 30. www.delicious.com/danielefiandaca/bnd2011Daniele Fiandaca@yellif@creativesocialdanielefiandaca@me.comwww.creativesocialblog.com

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