The Fall of Advertising and the Rise of Creativity Axel Bring éus, Åkestam Holst 27 November 2007
 
 
 
” Ne dites pas à ma mère que je suis dans la publicité - elle me croit pianiste dans un bordel”
 
 
” I know that half of my advertising budget is wasted, but I’m not sure which half”
 
 
 
 
 
 
 
 
” I’ve changed, you haven’t”   - Consumer
consumers control media
 
consumers control the (brand) message
 
 
 
 
"The traditional marketing model is broken"  - Jim Stengel Procter & Gamble CMO
 
 
 
 
 
 
 
 
 
 
 
FIRM INFRASTRUCTURE HUMAN RESOURCE MANAGEMENT TECHNOLOGICAL DEVELOPEMENT CLIENT  ACQUISITION CONSUMER UNDERSTANDING CREATI...
FIRM INFRASTRUCTURE HUMAN RESOURCE MANAGEMENT TECHNOLOGICAL DEVELOPEMENT CONSUMER UNDERSTANDING CREATIVITY
Then:  advertising ideas Now:  ideas that can become advertising
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
” Traditional advertising is dead”  ” Advertising must respect the intelligence of its audience.”  ” Advertising is consum...
 
 
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The Rise of Creativity

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The Rise of Creativity

  1. 1. The Fall of Advertising and the Rise of Creativity Axel Bring éus, Åkestam Holst 27 November 2007
  2. 5. ” Ne dites pas à ma mère que je suis dans la publicité - elle me croit pianiste dans un bordel”
  3. 8. ” I know that half of my advertising budget is wasted, but I’m not sure which half”
  4. 17. ” I’ve changed, you haven’t” - Consumer
  5. 18. consumers control media
  6. 20. consumers control the (brand) message
  7. 25. "The traditional marketing model is broken" - Jim Stengel Procter & Gamble CMO
  8. 37. FIRM INFRASTRUCTURE HUMAN RESOURCE MANAGEMENT TECHNOLOGICAL DEVELOPEMENT CLIENT ACQUISITION CONSUMER UNDERSTANDING CREATIVITY ADVERTISEMENT PRODUCTION EXECUTION MEASUREMENT & FOLLOW UP
  9. 38. FIRM INFRASTRUCTURE HUMAN RESOURCE MANAGEMENT TECHNOLOGICAL DEVELOPEMENT CONSUMER UNDERSTANDING CREATIVITY
  10. 39. Then: advertising ideas Now: ideas that can become advertising
  11. 55. ” Traditional advertising is dead” ” Advertising must respect the intelligence of its audience.” ” Advertising is consumer driven.”

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