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Digital Media Brown Bag

This presentation was made to the Arnold DC interns across all disciplines to give them an overview of the present and future role digital media will play in shaping the advertising industry.

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Digital Media Brown Bag

  1. 1. DIGITAL BROWN BAG (as originally presented to the interns of Arnold DC) by Eric Andrade
  2. 2. IN TWEETS <ul><li>A little about me </li></ul>
  3. 3. Geek at heart, but I didn’t discover this until I started working with technology. Before that, I was a copywriter who was originally majoring in film.
  4. 4. I’m no snake oil salesman. I don’t believe the latest trend is always the best option for our clients. And I’m not afraid of making those opinions known.
  5. 5. And I do get frustrated sometimes. So it’s good when I can commiserate with a colleague. (Even if we’ve never met and he’s in Minnesota.)
  6. 6. I am constantly using technology to connect me to the best ideas for inspiration. In a creative industry like advertising, social media is a must-have, IMHO.
  7. 7. At the same time, I use social media to talk about how I see what’s going on in the world, and the effects it might have on Arnold’s business. (I also am very excited that the line is being blurred between advertising and entertainment.)
  8. 8. Sometimes, the news that comes is a harbinger for what’s in store. So critical thinking skills are crucial to being able to stay one step ahead… Or to take the one step beyond.
  9. 9. BUT CAN WE GET SOME EXAMPLES? <ul><li>That’s nice, Eric </li></ul>
  10. 10. When I do see innovative use of digital media and technologies that could benefit our clients, I flag it for a case study for all of us (clients & agency folk). Although a lot of what we’re seeing now is trial and error: There are innovators out there who exploit the advantages of digital platforms to create rich, engaging campaigns.
  11. 12. MARKETING FAIL
  12. 13. WHAT DOES DIGITAL DO? <ul><li>Some of the big questions I was asked to answer here include </li></ul>
  13. 14. The Easy Answer: A Little Bit of Everything <ul><li>It incorporates a lot of the traditional media we’ve worked in for years. But it also adds layers of complexity and opportunity that never existed before. </li></ul>
  14. 15. WHY HAS DIGITAL CHANGED THINGS SO MUCH? <ul><li>… and also </li></ul>
  15. 16. We’re not just consumers. We’re not just an audience. <ul><li>“ Relations between consumers and producers are breaking down </li></ul><ul><li>as consumers seek to act upon the invitation to participate in </li></ul><ul><li>the life of the franchises.” </li></ul>Source: Convergence Culture: Where Old and New Media Collide , Henry Jenkins, 2006
  16. 17. Collective Intelligence Trumps Blind Loyalty. <ul><li>“ Knowledge Culture communities are defined through </li></ul><ul><li>voluntary, temporary, and tactical affiliations , reaffirmed </li></ul><ul><li>through common intellectual enterprises and emotional </li></ul><ul><li>investments… </li></ul><ul><li>Unanswered questions will create tension … indicating </li></ul><ul><li>regions where invention and innovation are required .” </li></ul>Source: Pierre Lévy, Collective Intelligence: Mankind’s Emerging World in Cyberspace , 1997.
  17. 18. WHO IS IN THE DIGITAL DEPARTMENT? <ul><li>… and </li></ul>
  18. 19. EVERYONE.
  19. 20. Why we all need to understand digital media.
  20. 21. WHY IS DIGITAL IMPORTANT FOR AGENCIES? <ul><li>… and </li></ul>
  21. 22. A necessary step in the evolution of media. Source: Evolution of Media Consumption by yasuhisa on Flickr: http://is.gd/1jiGi
  22. 23. WERE A PERSON… <ul><li>But it’s important to point out: If digital advertising </li></ul>
  23. 24. But, a few things to consider: Link to other media Positive undertones
  24. 25. WHAT IS DIGITAL MEDIA? <ul><li>… and another question </li></ul>
  25. 26. WHAT DIGITAL MEDIA IS NOT First:
  26. 27. It’s not about the pristine placement of brands.
  27. 28. It’s not about limited channels of consumption.
  28. 29. It’s not a bully pulpit.
  29. 30. WHAT DIGITAL MEDIA IS
  30. 31. THIS GUY (AS A METAPHOR)
  31. 32. “ The groundswell is a social trend in which people use technologies to get things they need from each other, rather than from traditional institutions like corporations.” Source: Charlene Li & Josh Bernoff, groundswell: winning in a world transformed by social technologies. 2008.
  32. 33. WHO DO I ADMIRE? <ul><li>Another Question: </li></ul>
  33. 34. JJ Abrams
  34. 35. He got to direct one of the most coveted big studio projects in Hollywood…
  35. 36. … and still found a non-traditional way to market it. (In this case, using a “dying” medium. (Geeks rule!))
  36. 37. FAVORITE WORK I’VE DONE HERE (SO FAR)… <ul><li>And finally: </li></ul>
  37. 39. </PRESENTATION> <ul><li>Questions? </li></ul>
  • sunny9

    Apr. 20, 2010
  • Mehairy

    Apr. 6, 2010
  • mileni

    Dec. 18, 2009
  • ibox2000

    Nov. 22, 2009
  • inesn

    Aug. 26, 2009
  • sebgc

    Aug. 21, 2009
  • machiam

    Aug. 20, 2009

This presentation was made to the Arnold DC interns across all disciplines to give them an overview of the present and future role digital media will play in shaping the advertising industry.

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