New rules of engagment

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New rules of engagment

  1. 1. Some people don’t like change Change doesn’t much care
  2. 2. The mass market model The mass market model
  3. 3. The mass market model Advertising funded media
  4. 4. But now But it’s all changed now
  5. 6. TV is failing to deliver
  6. 7. Consumers are changing
  7. 8. Consumers are changing 85% have video players 68% have dvd players 65% have PCs 18% have PVR 10% mp3 players uk households, ofcom
  8. 9. Consumers are changing 2000/01 - 7.25hrs a week watching tv 2004/05 - 6.3hrs a week watching tv 18-34yr male , Nielson
  9. 10. So what are they doing? 22% surf 20% watch tv 16% play video games 9% go to the movies 6% watch dvds 6% read books/magazines 4% listen to music 18-34yr male, Nielson
  10. 11. Their behaviour is changing
  11. 12. We assault them with ads everywhere they look
  12. 13. And so they’ve fallen out of love with them
  13. 14. And so they’ve fallen out of love with them “ The ads are as good as the programmes” % who agree with this statement has halved in the last 10yrs
  14. 15. And so they’ve fallen out of love with them “ Nearly all TV advertising annoys me.”
  15. 16. And so they’ve fallen out of love with them “ Nearly all TV advertising annoys me.” 57% agree in 2003 94% agree in 2005
  16. 17. And so they’ve fallen out of love with them And they’re fighting back PVRS allow you to fast forward ads Pop up blockers do exactly that on the web You can opt out of DM & telephony
  17. 18. The model is changing In a milestone that singles a fundamental shift in the economics of the media industry, consumers now spend more on media than advertisers do Media Daily News
  18. 19. We now have to go where the consumer takes us
  19. 20. We now have to go where the consumer takes us Now not only must we consider what our communication objectives are but we must deliver them in a way that also delivers value
  20. 21. The platforms are changing % who were very/extremely interested in these TV enhancements
  21. 22. The platforms are changing % who were very/extremely interested in these TV enhancements DVR features VOD features
  22. 23. The clients are changing “ It’s clear we need new channels to reach consumers. Brands that rely too heavily on mainstream media, or that are not exploring new technologies and connection points, will lose touch.” Jim Stengel P&G
  23. 24. The clients are changing “ Where will Coke go? To accelerate the convergence of Madison & Vine, a convergence of the trinity in brand building; content, media and marketing.” Steve Heyer, Coca Cola
  24. 25. The clients are changing “ Interruption advertising is in question, but I believe it will continue in to be in the marketing mix. The challenge is to engage whole sets of consumers who are not convinced by traditional advertising methods.” Michael Wolf, McKinseys
  25. 26. And TV continues to suffer P&G Unilever Heineken
  26. 27. And TV continues to suffer Carat USA predicts a $55billion switch out of TV in 2009
  27. 28. And TV continues to suffer McKinsey predicts TV will be 35% less effective in 2010 compared to 1990
  28. 29. And TV continues to suffer Cap Gemini say, TV doesn’t work for car brands
  29. 30. And TV continues to suffer Deutsche Bank say, TV no longer works for established brands
  30. 31. So what are the smart people doing?
  31. 32. Subservientchicken.com Burger King - Crispin Porter + Bogusky, Miami http://www.subservientchicken.com
  32. 33. Haircut Virgin - Crispin, Porter + Bogusky, Miami http://virginatlanticjetset.com/haircut/
  33. 34. Come Clean - Method Cleaning Crispin Porter + Bogusky, Miami www.comeclean.com
  34. 35. Come Clean - Method Cleaning Crispin Porter + Bogusky, Miami www.comeclean.com
  35. 36. Counterfeitmini.com Crispin Porter + Bogusky, Miami
  36. 37. Counterfeitmini.com Crispin Porter + Bogusky, Miami
  37. 38. This is only the beginning
  38. 39. “ Consumers are beginning in a very real sense to own our brands & participate in their creation….. We need to learn to let go.” AG Lafley CEO, P&G
  39. 40. Coke v Mentos http://www.youtube.com/watch?v=nrCaONL0X9U
  40. 42. Coke
  41. 43. Mentos
  42. 44. 25.10.07
  43. 45. “ Tell me and I’ll forget, Show me and I’ll remember. Involve me and I’ll understand.” Confucius
  44. 46. Sony v Adidas
  45. 47. Sony
  46. 48. Adidas
  47. 49. “ Coca Cola isn’t a drink it’s an idea, like music, it’s a feeling. We’re headed to ideas…. Ideas that bring entertainment value to our brands, ad ideas that integrate our brands into entertainment. We’re moving to ideas that elicit emotion and create connections” Stehen Heyer CEO, Coca Cola
  48. 50. BMW v Halo2
  49. 51. BMW
  50. 53. Halo2
  51. 54. Rule 1: the brand
  52. 55. Rule 2: all advertising is interactive
  53. 56. Viral
  54. 57. Wassup 8 years later
  55. 59. Rule 3: integration is a state of mind
  56. 60. Obama ringtones
  57. 61. Rule 4: everything is media
  58. 62. Rule 5: there are no rules
  59. 64. It worked
  60. 65. It’s time to experiment

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