The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age

1. The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age David Berkowitz Chief Strategy Officer, Sysomos dberkowitz@sysomos.com @dberkowitz / @sysomos
2. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. This talk was presented to the La French Touch NYC conference in June 2017. See the notes field in the downloaded presentation for sources and other related info. On Twitter, you can find hashtags from the conference via the #LFTCNYC hashtag or following @LaFrenchTouchConf. Note that this was originally called The End of Advertising. Then I realized Forrester recently released a report with the same title (I then quoted it here), and Andrew Essex also used that as a title for his book (also quoted here). The title was also a bit misleading for this talk. This is about looking forward – not at the end, but a new beginning. Thanks for reading this. - David
3. Search AnalyzeEngageListenDiscover Publish Sysomos Unified Integrated Platform Sysomos is a unified integrated platform for earned, owned, and paid that helps you get in control and stay in control of your digital strategy at scale, with the capabilities you need most (and without the stuff you’ll never use). This is my one pitch slide for Sysomos, where I serve the marketing tech firm as their Chief Strategy Officer. See more at sysomos.com, and contact me at dberkowitz@sysomos.com with any questions or thoughts on how we can collaborate.
4. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. And now, on with our story…
5. We’re in a post-trust world
6. Agencies Consumers Marketers Publishers Tech Companies VC, PE firms
7. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Let’s play… What’s wrong with this picture?
8. Ads on top of ads! Do you wonder why ad blockers are popular?
9. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = GREEDY
10. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Advertisers were pitted against publishers in a zero- sum game where advertisers "win" by getting the best inventory as cheaply as possible, and publishers "win" by selling the worst inventory possible at the highest price possible… Agencies and ad networks fight to deliver profitable media buys because too many people have their hand in the arbitrage cookie jar. - Judy Shapiro, CEO, engageSimply
11. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = DEVALUED
12. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = UGLY
13. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Agencies and their clients need to recapture some of the respect, fun and profitability of working in what was once one of the most fulfilling and glamorous of industries but has become a grim sweatshop for the people who do the work. -Michael Farmer, Madison Avenue Manslaughter
14. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = GRIM
15. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. - Marshall Brain, Manna
16. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = DYSTOPIA
17. For the past 50 years, we’ve essentially pursued a model called “command and control,” which is to interrupt people in the rudest possible way with something they didn’t ask to see, which is most exemplified by interrupting a TV program at a moment of great interest to show you a 30-second toilet-paper spot. -Andrew Essex, The End of Advertising
18. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = RUDE
19. It’s the online privacy nightmare come true: a company you’ve never heard of scraping up your data trails and online bread crumbs in order to mine some of the most sensitive information about you. -Kashmir Hill and Surya Mattu, Gizmodo
20. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = NIGHTMARE
21. Without express consent, most of us have passively opened ourselves up to the commercial exploitation of our attention just about anywhere and anytime. If there is to be some scheme of zoning to stem this sprawl, it will need to be mostly an act of will on the part of the individual. -Tim Wu, The Attention Merchants
22. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = EXPLOITATITVE
23. …We don’t want to waste time and money on a crappy media supply chain. -Marc Pritchard, Chief Brand Officer, P&G
24. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = CRAPPY
25. Society doesn't need advertising like it used to. People have less time for interruption-driven media. At the same time, they are putting more trust in intelligent agents to guide their decisions. -Forrester Research, “The End of Advertising”
26. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = USELESS
27. • No digital • No TV • Just NYC • Created by a TV show about advertising
28. “On Monday night here in Cannes, the campaign came full circle, as it picked up gold Lions in both the Outdoor and Print & Publishing Lions contests (and adding a silver Lion in Print as well).” - Adweek It is a beautiful campaign – simple, elegant, powerful visuals. But if it’s that great, why not run it as a major brand campaign, not an OOH stunt that seems designed to solely win awards and generate a bit of PR?
29. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = RECYCLABLE
30. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = INVASIVE
31. The jury calls the ad “intrusive” and it wins one of the most prestigious awards. Granted, I thought it was an innovative stunt, one that I’d have approved as the client if it could have worked without editing Wikipedia (something too precious to too many people to mess with). It’s the disconnect between calling something a stunt and some award-worthy, groundbreaking work that is jarring, especially when taking into account the consumer’s perspective.
32. That sums up the disconnect between how ad people think of ads and how the rest of the world does. No wonder everyone hates us.
33. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. GOLDEN AGE OF RADIO
34. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. “Liberty, equality, fraternity” “Yup, we’re still pretty racist” A proper translation of our national mottos…
35. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. FIRST GOLDEN AGE OF TV
36. America was prosperous. Everyone watched the same stuff. And soap operas were the model for TV: the brand was behind and often integrated with the programming.
37. The 1960s heralded the so-called Golden Age of Advertising. That’s when the Flintstones were pushing Winstons. Do we really want to return to these days?
38. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. SECOND GOLDEN AGE OF TV
39. This new Golden Age is epitomized by binge watching. And shows that people binge typically have no ads – or they’re watched on- demand when people can skip whatever ads originally aired.
40. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. GOLDEN AGE OF DIGITAL
41. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. A NEW GOLDEN AGE… OF ADS?
42. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. HOPE
43. In America, we love hope!
44. We had the man from Hope!
45. We had hope and change!
46. And now we have even more hope!
47. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = TRANSPARENT
48. With blockchain for media, you’ll be able to have total transparency… Because it’s a clear supply chain, it’ll also be ad-tech players in that mix that will no longer be necessary. If everybody has the same information, you won’t need every single one of them. Babs Rangalah, Executive Partner, IBM iX
49. Client bill of rights – Dave Smith
50. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = IMPACTFUL
51. Noting how kids without clean clothes often didn’t show up to school, Whirlpool donated washers and dryers to communities where kids struggled. 90% of kids participating increased school attendance.
52. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = RECIPROCAL
53. Adobe created its TV spot for Photoshop based on the work people created with it. This kind of co-creation, or storymaking, is a great way to put customers at the center of the marketing.
54. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = VALUABLE
55. During the 2016 election season, Boost Mobile turned stores into polling stations to make it easier for disenfranchised voters (demographically, its customers) to vote.
56. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = THOUGHTFUL
57. Thailand property development company AP Public Company Limited found abandoned lots in neighborhoods without much public space and transformed them into soccer fields.
58. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = FUN
59. For The Art Institute of Chicago, Leo Burnett created real-life versions of Van Gogh’s “The Bedroom” and allowed people to book the residence on AirBNB.
60. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = INFORMATIVE
61. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = CONSENSUAL
62. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = DOESN’T SHOW YOU THE SAME AD OVER AND OVER AGAIN EVEN AFTER YOU ALREADY BOUGHT IT OR WERE ONLY RESEARCHING SOMETHING FOR YOUR NIECE’S GRADUATION PARTY
63. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = RESPECTFUL
64. We are in the storytelling business, not necessarily the advertising business. We’re in the advertising business as long as it allows us to tell our stories to more people. When it becomes a detriment – when it starts to turn people away – it hurts our storytellers. -Joe Marchese, President, Advertising Revenue, Fox Networks Group
65. Of course, 30 Rock predicted all this with their 10-second sitcom, Makin’ It Happen
66. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. One request before we part ways: Are you working on ushering in the Golden Age of Ads, leaving the Gold Rush behind? I want to hear from you. Please contact me (details are on the next slide).
67. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Keep in touch! À bientôt! • Email: dberkowitz@sysomos.com • Sysomos: www.sysomos.com / @sysomos • Twitter, LinkedIn, Instagram: @dberkowitz • My blog: www.serialmarketer.net Want to share this? Link: bit.ly/theendofads
68. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Epilogue: The Legend of King Dotcomidas This story wasn’t shared during the talk, but I wrote it while toying with the themes here and decided to include it.
69. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Once upon a time, there emerged a new king named Dotcomidas. He wasn’t content to be a king though. He wanted to be one of the gods – especially the god of Televisia, sitting in her golden throne. To curry favor with Televisia, the king ordered his finest weavers to create a garment for her – an impeccably tailored robe he called the Cloak of Addressibility. Televisia, tantalized by the riches it would bring her, accepted it, and offered him the reward of his choosing. King Dotcomidas said he wished for everything he touched to turn to gold.
70. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. King Dotcomidas returned home and started touching everyone in his kingdom. His reach expanded far and wide. Every time he reached someone, he turned them into gold. By monetizing them, he grew richer and richer. Their eyeballs proved to be the most valuable of all, so he kept selling them. As he sold more of them, there was a glut in the market. As the price dropped, he had to sell more of his subjects’ eyeballs just to maintain the value of his kingdom. When that wasn’t enough, he had to create fake people and pretend they were also made of gold.
71. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. But then, people were wondering if he should really be king. So they dug moats and put up paywalls to block him. They turned their backs and ignored him. They said, “Enough.” The subjects surrendered to his touch when they felt compelled to visit some of his realms, such as Googland, Facebookkan, and Amazonia, as well as the dark and massive Desert of Pornlandia, but otherwise, the king was shunned – whether protested, or ignored. That left King Dotcomidas with a choice. He could choose to keep his power or his people. If he kept wielding his power, his people would turn on him. If he caved to his people, the King would need to renounce his godly power and find a new path to fund his lavish tastes.
72. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. He is currently agonizing over his decision. Which path will he choose? To be continued…

Editor's Notes

The proliferation of advertising into every bit of physical and digital space available has come with a price. During this Gold Rush, people are viewed as data, and that data is used and abused in ways that consumers never signed up for, and the consumer backlash is getting more vocal. In the process, marketers, agencies, publishers, and technology companies are quick to blame each other, and trust among everyone is eroding. But there is hope for a better approach, one built on respect, transparency, consent, and value. Follow the path from the Gold Rush to the next Golden Age, and see what it will take to get there. Along the way, meet some of the pioneers and heroes in the ad industry who are trying to do things right.

http://mrktr.net/theendofads
http://mrktr.net/theendofads
https://lafrenchtouchconference.net/new_york/2017/home/program/
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http://screenplayhowto.com/beat-sheet/true-romance/
http://screenplayhowto.com/beat-sheet/true-romance/
Ad from Snopes showing banner ad on top of 350x200
Ad from Snopes showing banner ad on top of 350x200
http://gizmodo.com/how-a-company-you-ve-never-heard-of-sends-you-letters-a-1795643539?rev=1497897714394
http://adage.com/article/digitalnext/blame-current-ad-tech-trust-gap/308215/?utm_campaign=SocialFlow&utm_source=Twitter&utm_medium=Social
http://adage.com/article/digitalnext/blame-current-ad-tech-trust-gap/308215/?utm_campaign=SocialFlow&utm_source=Twitter&utm_medium=Social
They use the same image again!
Agencies and their clients need to recapture some of the respect, fun and profitability of working in what was once one of the most fulfilling and glamorous of industries but has become a grim sweatshop for the people who do the work.

Farmer, Michael. Madison Avenue Manslaughter: An Inside View of Fee-Cutting Clients, Profithungry Owners and Declining Ad Agencies (Kindle Locations 350-351). LID. Kindle Edition.
“This will sound surprising, but one of the bigger differences was the lack of advertising. The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “

Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition.
“This will sound surprising, but one of the bigger differences was the lack of advertising. The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “

Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition.
https://www.nytimes.com/2017/06/18/books/andrew-essex-talks-about-end-of-advertising.html?_r=1
http://www.washingtontimes.com/news/2016/nov/20/book-review-the-attention-merchants-the-epic-scram/
https://www.amazon.com/dp/B01AEPSWB4/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1
http://www.campaignlive.co.uk/article/procter-gamble-chief-issues-powerful-media-transparency-rallying-cry/1422599
https://adexchanger.com/ad-exchange-news/pgs-pritchard-dont-want-waste-time-money-crappy-media-supply-chain/
https://www.forrester.com/report/The+End+Of+Advertising+As+We+Know+It/-/E-RES137501?objectid=RES137501
http://adage.com/article/digital/forrester-sees-advertiser-revolt-beginning-end/308886/
http://www.thedrum.com/news/2017/05/24/forrester-says-it-s-end-times-digital-and-display-advertising
Society doesn't need advertising like it used to. People have less time for interruption-driven media. At the same time, they are putting more trust in intelligent agents to guide their decisions.
No digital
No TV even!
Just NYC – they’re not ‘owning’ this campaign
And it comes from a TV show

http://www.adweek.com/creativity/50-years-later-heinz-approves-don-drapers-pass-the-heinz-ads-and-is-actually-running-them/heinz_fries_final/
No digital
No TV even!
Just NYC – they’re not ‘owning’ this campaign
And it was created by a TV show about advertising

http://www.adweek.com/creativity/the-unlikely-journey-of-3-heinz-ketchup-ads-from-mad-men-to-the-real-world-to-cannes/
http://www.adweek.com/creativity/50-years-later-heinz-approves-don-drapers-pass-the-heinz-ads-and-is-actually-running-them/heinz_fries_final/
On Monday night here in Cannes, the campaign came full circle, as it picked up gold Lions in both the Outdoor and Print & Publishing Lions contests (and adding a silver Lion in Print as well).

http://theinspirationroom.com/daily/awards/2013/cannes_gold_outdoor_lion.jpg
http://www.adweek.com/creativity/burger-kings-outstanding-outrageous-google-home-stunt-snags-direct-grand-prix-at-cannes/
https://adexchanger.com/ad-exchange-news/pgs-pritchard-dont-want-waste-time-money-crappy-media-supply-chain/
So this is why everyone hates us

http://wfiles.brothersoft.com/t/the_simpsons_hd_wallpaper_60495-1920x1200.jpg
http://i.ebayimg.com/00/s/MTYwMFgxMjMw/z/7MEAAOSwa~BYYve7/$_3.JPG
French coin: https://en.wikipedia.org/wiki/Libert%C3%A9,_%C3%A9galit%C3%A9,_fraternit%C3%A9#/media/File:France_20_francs_1851.jpg
https://en.wikipedia.org/wiki/E_pluribus_unum#/media/File:1807_half_dollar_rev.jpg
Ads are the TV
https://www.youtube.com/watch?v=U-JqorHbiGM
And in the Golden Age of ads, in the 1960s, you had cartoon characters lighting up Winstons. Who wants to return to this?
https://en.wikipedia.org/wiki/Winston_tastes_good_like_a_cigarette_should
No ads
http://www.moretechtips.net/2011/12/setting-up-your-first-google-adwords.html
Was Google the closest thing we had to a Golden Age of ads so far? It understands intent and gives you something relevant. The most relevant advertisers paid less – transformative!
https://giphy.com/gifs/justin-hope-hoping-fingers-crossed-l0NwNrl4BtDD7JCx2/
https://www.pinterest.com/pin/427138345888821213/
Donald Trump – full of hope
http://www.huffingtonpost.com/entry/video-could-blockchain-improve-advertising-transparency_us_594a3119e4b0c24d29f478b8
“With blockchain for media, you’ll be able to have total transparency – who’s getting what, exactly what each company is doing, why they’re getting paid that. A lot of the issues in programmatic … are the kind of things that, done right, blockchain can help solve. I’m looking to help the programmatic space by building a blockchain for that.”

“Because it’s a clear supply chain, it’ll also be ad-tech players in that mix that will no longer be necessary,” he says. “If everybody has the same information, you won’t need every single one of them.
Babs Rangalah
http://www.huffingtonpost.com/entry/video-could-blockchain-improve-advertising-transparency_us_594a3119e4b0c24d29f478b8
http://mediasmith.com/mediasmith-client-bill-rights/
http://yourquestions.mcdonalds.ca/
Heading up customer service at McDonald’s can’t be a fun job, as the brand’s an easy punching bag. Yet McDonald’s in Canada launched a program dubbed “Our Food, Your Questions” where it fields many of the tougher questions that consumers answer, effectively disarming some critics.
https://carecounts.whirlpool.com/
Whirlpool Care Counts
https://www.youtube.com/watch?v=oxbipSM8GmA
http://www.adobe.com/products/photoshop/25-year-anniversary.html
Dream On spot https://www.youtube.com/watch?v=QmYc1MNJaQc
Adobe is a consistent storymaking brand. It featured customers’ art in its TV spot celebrating the 25th anniversary of Photoshop.
www.boostyourvoice.com
http://assets.creativity-online.com/images/work/print/b/o/o/BoostMobile_BoostYourVoice16.jpg
http://creativity-online.com/work/boost-mobile-boost-your-voice/49348
Thailand property development company AP Public Company Limited found abandoned lots in neighborhoods without much public space and transformed them into soccer fields.

http://www.boredpanda.com/new-project-from-cjworx-for-ap-thailand-the-unusual-football-field/
http://www.adweek.com/creativity/leo-burnett-built-livable-model-van-goghs-bedroom-you-can-rent-airbnb-169610/
http://www.balticseaproject.org/en/the-aland-index-and-the-baltic-sea-card
http://adage.com/article/special-report-cannes-lions/meet-graham-mailchimp-cyber-grand-prix/309502/
How it works:
1. East Chart is coupled to Aland index2. On the basis of your credit card purchases , you can easily comply with your environmental impact3. The payment system uses Aland index to calculate the environmental impact percard transaction based on the merchant industry ( eg petrol station , clothing store ) .4. On the credit card invoice is presented , in addition to the usual compilation , although thepersonal environmental impact , your carbon footprint in both grams and the euro .5. We offer an opportunity to offset its environmental impact by Behavior Changes Funding to local or global environmental initiatives
“We are in the storytelling business, not necessarily the advertising business,” he said at a press conference at Cannes Lions. “We’re in the advertising business as long as it allows us to tell our stories to more people. When it becomes a detriment – when it starts to turn people away – it hurts our storytellers.
http://www.thedrum.com/news/2017/06/21/six-seconds-enough-time-tell-brand-story-it-fox-the-first-broadcaster-follow-youtube
http://www.thedrum.com/news/2017/06/21/six-seconds-enough-time-tell-brand-story-it-fox-the-first-broadcaster-follow-youtube
“Unfortunately we haven’t found the right mix of ad products yet, but one of the things we’re looking at is how to make the most of people’s time. We don’t have to use as much as possible; we can get creative and tell the message in a short form way.”
But 6 is too long! What if we did it for 3?
http://goldfishads.com/
Of course, 30 Rock predicted all this with their 10-second sitcom, Makin’ It Happen

https://www.youtube.com/watch?v=J6iRRgykyr4
One request before we part ways:

Are you working on ushering in the Golden Age of Ads,leaving the Gold Rush behind?
I want to hear from you. Please contact me (details are on the next slide).
The Legend of King Dotcomidas
Once upon a time, there emerged a new king named Dotcomidas. He wasn’t content to be a king though. He wanted to be one of the gods – especially the god of Televisia, sitting in her golden throne.

To curry favor with Televisia, the king ordered his finest weavers to create a garment for her – an impeccably tailored robe he called the Cloak of Addressibility. Televisia, tantalized by the riches it would bring her, accepted it, and offered him the reward of his choosing. King Dotcomidas said he he wished for everything he touched to turn to gold.

King Dotcomidas returned home and started touching everyone in his kingdom, and his reach was tremendous. His reach expanded far and wide. Every time he reached someone, he turned them into gold. By monetizing them, he grew richer and richer. Their eyeballs proved to be the most valuable of all, so he kept selling them.

As he sold more of them, there was a glut in the market. As the price dropped, he had to sell more of his subjects’ eyeballs just to maintain the value of his kingdom. When that wasn’t enough, he had to create fake people and pretend they were also made of gold.

But then, people were wondering if he should really be king. So they dug moats and put up paywalls to block him. They turned their backs and ignored him. They said, “Enough.” The subjects surrendered to his touch when they felt compelled to visit some of his realms, such as Googland, Facebookkan, and Amazonia, as well as the dark and massive Desert of Pornlandia, but otherwise, the king was shunned – whether protested, or ignored.

That left King Dotcomidas with a choice. He could choose to keep his power or his people. If he kept wielding his power, his people would turn on him. If he caved to his people, the King would need to renounce his godly power and find a new path to fund his lavish tastes.

He is currently agonizing over his decision. Which path will he choose?
The Legend of King Dotcomidas
Once upon a time, there emerged a new king named Dotcomidas. He wasn’t content to be a king though. He wanted to be one of the gods – especially the god of Televisia, sitting in her golden throne.

To curry favor with Televisia, the king ordered his finest weavers to create a garment for her – an impeccably tailored robe he called the Cloak of Addressibility. Televisia, tantalized by the riches it would bring her, accepted it, and offered him the reward of his choosing. King Dotcomidas said he he wished for everything he touched to turn to gold.

King Dotcomidas returned home and started touching everyone in his kingdom, and his reach was tremendous. His reach expanded far and wide. Every time he reached someone, he turned them into gold. By monetizing them, he grew richer and richer. Their eyeballs proved to be the most valuable of all, so he kept selling them.

As he sold more of them, there was a glut in the market. As the price dropped, he had to sell more of his subjects’ eyeballs just to maintain the value of his kingdom. When that wasn’t enough, he had to create fake people and pretend they were also made of gold.

But then, people were wondering if he should really be king. So they dug moats and put up paywalls to block him. They turned their backs and ignored him. They said, “Enough.” The subjects surrendered to his touch when they felt compelled to visit some of his realms, such as Googland, Facebookkan, and Amazonia, as well as the dark and massive Desert of Pornlandia, but otherwise, the king was shunned – whether protested, or ignored.

That left King Dotcomidas with a choice. He could choose to keep his power or his people. If he kept wielding his power, his people would turn on him. If he caved to his people, the King would need to renounce his godly power and find a new path to fund his lavish tastes.

He is currently agonizing over his decision. Which path will he choose?

The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age

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The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age

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