57 channels and
  nothing on.
     Lyrics from 1992 Bruce Springsteen song
It’s not information
       overload.
  It’s filter failure.
          Clay Shirky - Internet commentator
We’re talking about

 What is custom made media

 What’s changed

 BCM’s strategic approach to creating killer
 custom mad...
For most of the last
 century, traditional
  media has ruled
       supreme
Custom made media
    presents new
  opportunities for
       brands
Owning custom
 made media
is nothing new
Big brands have been
doing it for decades
What was the
cost of entry
    then?
Times have changed
 90% broadband penetration

 Multiple channels available to consumers

 These channels are not owned by...
Consumer attention has
diminished as media choices
have increased exponentially

Custom made media is not new,
but it is t...
What do
consumers value?
We don’t do advertising anymore. We
just do cool stuff. We need to become
part of people’s lives and digital allows
      ...
stands for:
NEVER STOP EXPLORING
Whimsy
Topical
 FUN
Is there a formula
   for developing
killer custom made
       media?
YES!
BRAND
  BRAND
+ PROMISE
+ PROMISE
+ CONSUMER INSIGHT
+ CONSUMER INSIGHT
+ EXPRESSION // EXECUTION
+ EXPRESSION EXECUTION

...
BRAND:
+ PROMISE:          OPTIMISM
              Eggs are simple wholesome food
+ INSIGHT:    Eggs make me smile


+ EXPR...
BRAND:
+ PROMISE:         Freedom & Friends
                   Music - the ultimate
+ INSIGHT:          expression of ‘us’...
Stop creating
 advertising
Start creating
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
Custom Made Media - What Next May 2010
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Custom Made Media - What Next May 2010

  1. 1. 57 channels and nothing on. Lyrics from 1992 Bruce Springsteen song
  2. 2. It’s not information overload. It’s filter failure. Clay Shirky - Internet commentator
  3. 3. We’re talking about What is custom made media What’s changed BCM’s strategic approach to creating killer custom made media
  4. 4. For most of the last century, traditional media has ruled supreme
  5. 5. Custom made media presents new opportunities for brands
  6. 6. Owning custom made media is nothing new
  7. 7. Big brands have been doing it for decades
  8. 8. What was the cost of entry then?
  9. 9. Times have changed 90% broadband penetration Multiple channels available to consumers These channels are not owned by media proprietors Cost effective digital production technology Digital natives
  10. 10. Consumer attention has diminished as media choices have increased exponentially Custom made media is not new, but it is the future, as barriers for participation fall Successful custom made media is simply a brand owning a channel and populating it with content that is of value to the consumer
  11. 11. What do consumers value?
  12. 12. We don’t do advertising anymore. We just do cool stuff. We need to become part of people’s lives and digital allows us to do that. Simon Pestridge, Nike UK Marketing Director
  13. 13. stands for:
  14. 14. NEVER STOP EXPLORING
  15. 15. Whimsy Topical FUN
  16. 16. Is there a formula for developing killer custom made media?
  17. 17. YES!
  18. 18. BRAND BRAND + PROMISE + PROMISE + CONSUMER INSIGHT + CONSUMER INSIGHT + EXPRESSION // EXECUTION + EXPRESSION EXECUTION = KILLER CUSTOM CONTENT = KILLER CUSTOM CONTENT
  19. 19. BRAND: + PROMISE: OPTIMISM Eggs are simple wholesome food + INSIGHT: Eggs make me smile + EXPRESSION: = KILLER CUSTOM CONTENT 41,000 FANS
  20. 20. BRAND: + PROMISE: Freedom & Friends Music - the ultimate + INSIGHT: expression of ‘us’ + EXPRESSION: = KILLER CUSTOM CONTENT 90,000 FANS & millions of views
  21. 21. Stop creating advertising Start creating

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