1. FUTURE OF ADVERTISING
Fall 2012 • Thursdays, 1-6 PM
Instructors: Zach Pentel & Boriana Strosk
Class 2: Re-thinking the ad agency
2. TODAY
Any blog problems?
Blog assignment discussion
History of advertising and the roles within it
Seismic shifts + panic = opportunity
Introduction of assignment
Break
Work time + one-on-ones
5. “The opportunities for our industry are endless if
we stop making ads and start bringing game-
changing business ideas to our clients.”
- Jeff Graham, CP+B
6. “Advertising going forward is about turning big
ideas into personalized experiences that change
and reinforce perceptions and behavior.”
- Jan Leth, Ogilvy
7. “Traditional practices are now ineffective. It’s no
longer about one ad or a single commercial
directly handed to an audience and then
considered a complete transaction.”
- Andi
16. YESTERDAY
Account 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. WITHIN THESE GROUPS,
SEVERAL SPECIALTIES
New Business
Research
Art & Copy
Studio / Production
Media
18. NEW BUSINESS
A single purpose: find new clients, and win their
business.
Create meaningful pitches.
Learn a lot about a business in a short period of time.
34. RESEARCH
ACCOUNT MEDIA NEW BUSINESS
SERVICE
CREATIVE AGENCY
LEADERSHIP
PRODUCTION
35. ONLINE PAID MEDIA CONTENT STRATEGY
SEO
EMAIL MARKETING COMMUNITY
MANAGEMENT
WEB DESIGN
RESEARCH
ACCOUNT USER EXPERIENCE MEDIA NEW BUSINESS
SERVICE PR
CREATIVE AGENCY
SOCIAL MEDIA LEADERSHIP
PRODUCTION
TESTING MOBILE
ANALYTICS
APPLICATIONS
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 their
business.
Their ideas about the role of advertising haven’t changed.
37. TRUTH IS,
MOST AGENCIES AREN’T RE-THINKING ANYTHING.
They find new products to sell, rather than think about the audience’s
expectation 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. TRUTH IS,
MOST AGENCIES AREN’T RE-THINKING ANYTHING.
To many agencies of the past, the digital revolution brings
complexity that they can’t handle.
39. “When the ecosystem stops rewarding complexity, it is the people
who figure out how to work simply in the present, rather than the
people who mastered the complexities of the past, who get to say
what happens in the future.”
- Clay Shirkey, via Heather
40. You’re entering the ad industry at a time of vast cultural and
institutional change, not unlike 1960.
Once again, long held beliefs, processes and traditions are being
proven ineffective, too expensive and wrong—and it hurts.
In the chaos there is opportunity.
47. “A generalist species is able to thrive in
a wide variety of environmental
conditions and can make use of a
variety of different resources.”
48. “I believe what we’re seeing in the creative job
market is a sea change akin to the dissolution of
the art director/copywriter wall.”
- Kyle
49. “While many of the traditionalists of the ad world
ignorantly cling on to the old standards of
magazine spreads and TV commercials, there are
plenty who see this as a shift for the better and
enthusiastically welcome the change.
There is a lot more opportunity for young talent
to emerge, collaboration is encouraged, and the
demand for creative content has never been
higher.”
- Michael
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 of
what each role brings to the table.
53. This took:
A strategist that understood the basics of web development
A creative team that understood the basics of Facebook Connect
A developer that understood the user experience that the creative
team wanted to build
A producer that was able to articulate the strategy to the
developers in a way that preserved the overall idea
62. TODAY’S ASSIGNMENT:
Identify a brand that has done a remarkable job of bringing
themselves into the digital age.
Things to look for:
• Building unique, never-before-seen digital experiences
• Brands interacting with their audiences
• Thinking beyond advertising
What 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?
