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The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age David Berkowitz Chief Strategy Officer, Sysomo...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
Search AnalyzeEngageListenDiscover Publish Sysomos Unified Integrated Platform Sysomos is a unified integrated platform fo...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
We’re in a post-trust world
Agencies Consumers Marketers Publishers Tech Companies VC, PE firms
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
Ads on top of ads! Do you wonder why ad blockers are popular?
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
For the past 50 years, we’ve essentially pursued a model called “command and control,” which is to interrupt people in the...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
It’s the online privacy nightmare come true: a company you’ve never heard of scraping up your data trails and online bread...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
Without express consent, most of us have passively opened ourselves up to the commercial exploitation of our attention jus...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
…We don’t want to waste time and money on a crappy media supply chain. -Marc Pritchard, Chief Brand Officer, P&G
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
Society doesn't need advertising like it used to. People have less time for interruption-driven media. At the same time, t...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
• No digital • No TV • Just NYC • Created by a TV show about advertising
“On Monday night here in Cannes, the campaign came full circle, as it picked up gold Lions in both the Outdoor and Print &...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
The jury calls the ad “intrusive” and it wins one of the most prestigious awards. Granted, I thought it was an innovative ...
That sums up the disconnect between how ad people think of ads and how the rest of the world does. No wonder everyone hate...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
America was prosperous. Everyone watched the same stuff. And soap operas were the model for TV: the brand was behind and o...
The 1960s heralded the so-called Golden Age of Advertising. That’s when the Flintstones were pushing Winstons. Do we reall...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
This new Golden Age is epitomized by binge watching. And shows that people binge typically have no ads – or they’re watche...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
In America, we love hope!
We had the man from Hope!
We had hope and change!
And now we have even more hope!
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
With blockchain for media, you’ll be able to have total transparency… Because it’s a clear supply chain, it’ll also be ad-...
Client bill of rights – Dave Smith
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
Noting how kids without clean clothes often didn’t show up to school, Whirlpool donated washers and dryers to communities ...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
Adobe created its TV spot for Photoshop based on the work people created with it. This kind of co-creation, or storymaking...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
During the 2016 election season, Boost Mobile turned stores into polling stations to make it easier for disenfranchised vo...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
Thailand property development company AP Public Company Limited found abandoned lots in neighborhoods without much public ...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
For The Art Institute of Chicago, Leo Burnett created real-life versions of Van Gogh’s “The Bedroom” and allowed people to...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
We are in the storytelling business, not necessarily the advertising business. We’re in the advertising business as long a...
Of course, 30 Rock predicted all this with their 10-second sitcom, Makin’ It Happen
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
“The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in o...
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age
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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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. This talk was delivered to the La French Touch NYC Conference in June 2017 (#lftcnyc).

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

  1. 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. 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. 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. 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. 5. We’re in a post-trust world
  6. 6. Agencies Consumers Marketers Publishers Tech Companies VC, PE firms
  7. 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. 8. Ads on top of ads! Do you wonder why ad blockers are popular?
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. …We don’t want to waste time and money on a crappy media supply chain. -Marc Pritchard, Chief Brand Officer, P&G
  24. 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. 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. 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. 27. • No digital • No TV • Just NYC • Created by a TV show about advertising
  28. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 43. In America, we love hope!
  44. 44. We had the man from Hope!
  45. 45. We had hope and change!
  46. 46. And now we have even more hope!
  47. 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. 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. 49. Client bill of rights – Dave Smith
  50. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 65. Of course, 30 Rock predicted all this with their 10-second sitcom, Makin’ It Happen
  66. 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. 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. 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. 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. 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. 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. 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…

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