Future of Advertising @ MCAD - Week 2

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  • Future of Advertising @ MCAD - Week 2

    1. 1. FUTURE OF ADVERTISING Fall 2012 • Thursdays, 1-6 PM Instructors: Zach Pentel & Boriana Strosk Class 2: Re-thinking the ad agency
    2. 2. TODAYAny blog problems?Blog assignment discussionHistory of advertising and the roles within itSeismic shifts + panic = opportunityIntroduction of assignmentBreakWork time + one-on-ones
    3. 3. CONTACT INFOJoint email: zachandboriana@gmail.comor: zach.pentel@bbdo.comor: borianamn@gmail.com
    4. 4. AGENCIES ARE CHANGING. SO... NOW WHAT?
    5. 5. “The opportunities for our industry are endless ifwe stop making ads and start bringing game-changing business ideas to our clients.”- Jeff Graham, CP+B
    6. 6. “Advertising going forward is about turning bigideas into personalized experiences that changeand reinforce perceptions and behavior.”- Jan Leth, Ogilvy
    7. 7. “Traditional practices are now ineffective. It’s nolonger about one ad or a single commercialdirectly handed to an audience and thenconsidered a complete transaction.”- Andi
    8. 8. MARKETING THEN AdsBrand PR Consumer
    9. 9. MARKETING NOW Brandjacking AdsBrand PR Consumer Social Media Review Sites Branded Experiences
    10. 10. MARKETING NOWAn expectation of interaction.
    11. 11. THE CONVERSATION HAPPENSWHETHER YOU LIKE IT OR NOT.
    12. 12. NEW PARADIGMS, NEW ROLES
    13. 13. RE-THINKING THE AD AGENCY
    14. 14. STRUCTURE THEN
    15. 15. ACCOUNT SERVICE AGENCY CREATIVE LEADERSHIP
    16. 16. YESTERDAYAccount Service Manages the client, and asks them what they need.The creative department creates ads that reflect the client’s needs.Agency leadership makes sure nothing goes horribly wrong.
    17. 17. WITHIN THESE GROUPS, SEVERAL SPECIALTIESNew BusinessResearchArt & CopyStudio / ProductionMedia
    18. 18. NEW BUSINESSA single purpose: find new clients, and win theirbusiness.Create meaningful pitches.Learn a lot about a business in a short period of time.
    19. 19. RESEARCHAnswer three questions:Who are we trying to talk to?What makes them tick?What can we say to motivate them to buy from us?
    20. 20. ART & COPYTake the insights thatresearch develops, andturn them into concepts.
    21. 21. STUDIO / PRODUCTIONTake the concepts from the creative department, andreproduce them in ads of all shapes and sizes.
    22. 22. MEDIAPlace the adswhere people willsee them.Print, Outdoor,TV, and Radio.
    23. 23. CULTURE THEN
    24. 24. #1: MALE
    25. 25. #2: ALONE. SINGULAR.
    26. 26. #3: DIFFICULT TO MEASURE.WHAT WORKS? WHO KNOWS.
    27. 27. CULTURE CHANGES.
    28. 28. ADVERTISING CHANGES.
    29. 29. Complicated& Generic
    30. 30. Simple &Different
    31. 31. LET THIS SITUATION FERMENT FOR 30+ YEARS...
    32. 32. STRUCTURE NOW
    33. 33. ACCOUNT SERVICE CREATIVE AGENCY LEADERSHIP
    34. 34. RESEARCHACCOUNT MEDIA NEW BUSINESS SERVICE CREATIVE AGENCY LEADERSHIP PRODUCTION
    35. 35. ONLINE PAID MEDIA CONTENT STRATEGY SEOEMAIL MARKETING COMMUNITY MANAGEMENT WEB DESIGN RESEARCHACCOUNT USER EXPERIENCE MEDIA NEW BUSINESS SERVICE PR CREATIVE AGENCY SOCIAL MEDIA LEADERSHIP PRODUCTION TESTING MOBILE ANALYTICS APPLICATIONS
    36. 36. TRUTH IS,MOST AGENCIES AREN’T RE-THINKING ANYTHING.They create a “digital” department. They hire “social media” people.But they don’t re-think how these new mediums actually impact theirbusiness.Their ideas about the role of advertising haven’t changed.
    37. 37. TRUTH IS,MOST AGENCIES AREN’T RE-THINKING ANYTHING.They find new products to sell, rather than think about the audience’sexpectation of interaction.They don’t try to get rid of things that aren’t working.And then, they wonder why the ad industry isn’t what it used to be.
    38. 38. TRUTH IS,MOST AGENCIES AREN’T RE-THINKING ANYTHING.To many agencies of the past, the digital revolution bringscomplexity that they can’t handle.
    39. 39. “When the ecosystem stops rewarding complexity, it is the peoplewho figure out how to work simply in the present, rather than thepeople who mastered the complexities of the past, who get to saywhat happens in the future.”- Clay Shirkey, via Heather
    40. 40. You’re entering the ad industry at a time of vast cultural andinstitutional change, not unlike 1960.Once again, long held beliefs, processes and traditions are beingproven ineffective, too expensive and wrong—and it hurts.In the chaos there is opportunity.
    41. 41. SO WHAT IS OUR OPPORTUNITY?
    42. 42. ART COPY ILLUSTRATION FILM RESEARCHEVERYONE HAS A SPECIALTY. PR CODING/DEVELOPMENT STRATEGY PRODUCTION ACCOUNT MANAGEMENT
    43. 43. BUT NEW DIGITAL CHALLENGESSPAN SEVERAL.
    44. 44. COPY RESEARCHSOCIAL MEDIA STRATEGY PRODUCTION PR
    45. 45. RESEARCH STRATEGY ARTMOBILE APP DEVELOPMENT COPY CODING PRODUCTION
    46. 46. THE SUCCESSFUL ADVERTISER OF THE FUTUREDOES NOT STOP AT THEIR SPECIALTY.THEY BECOME GENERALISTS.
    47. 47. “A generalist species is able to thrive ina wide variety of environmentalconditions and can make use of avariety of different resources.”
    48. 48. “I believe what we’re seeing in the creative jobmarket is a sea change akin to the dissolution ofthe art director/copywriter wall.”- Kyle
    49. 49. “While many of the traditionalists of the ad worldignorantly cling on to the old standards ofmagazine spreads and TV commercials, there areplenty who see this as a shift for the better andenthusiastically welcome the change.There is a lot more opportunity for young talentto emerge, collaboration is encouraged, and thedemand for creative content has never beenhigher.”- Michael
    50. 50. Art directors don’t need to be developers.Account managers don’t need to write copy.But they do need to have an in-depth understanding ofwhat each role brings to the table.
    51. 51. It’s the difference between an OK idea and agroundbreaking campaign.
    52. 52. This took:A strategist that understood the basics of web developmentA creative team that understood the basics of Facebook ConnectA developer that understood the user experience that the creativeteam wanted to buildA producer that was able to articulate the strategy to thedevelopers in a way that preserved the overall idea
    53. 53. YOUR OPPORTUNITY:BIG IDEAS THAT TRANSCEND SPECIALTY.
    54. 54. WHERE CAN WE FIND INSPIRATION ANDINFORMATION?
    55. 55. AWESOME, UNTESTED THINGS: FAST COMPANY CREATE
    56. 56. ALL THE DIGITAL NEWS FIT TO PRINT: MASHABLE
    57. 57. SAGE ADVICE: WELCOME TO OPTIMISM
    58. 58. GOSSIP AND NEW ADS: AGENCY SPY
    59. 59. HOW TO BE 6 MONTHS AHEAD: TECHCRUNCH
    60. 60. TODAY’S ASSIGNMENT:Peruse those sources.Read Perfect Pitch: How Droga5 is Making Ads You Can’t Ignore
    61. 61. TODAY’S ASSIGNMENT:Identify a brand that has done a remarkable job of bringingthemselves into the digital age.Things to look for: • Building unique, never-before-seen digital experiences • Brands interacting with their audiences • Thinking beyond advertisingWhat to post to the blog: • At least two examples of the brand’s digital creative work (website, video, Facebook page, ad, etc.) • What about this creative work is interesting to you? • Does it make you think differently about the brand? Why?
    62. 62. TODAY’S ASSIGNMENT:Due at noon on Wednesday.

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