‘Time spent with the brand’ will be advertising’s most sought after metric entering 2020 as the current concept of brand value, traditional marketing and retail outlets will have further eroded. With the convergence of TV, computers and the Internet, new century advertising’s bright lights and trumpets will unleash their sophistry in 2020 on the US Presidential election, Europe’s UEFA Cup Final and the Olympic Games. All massive media events enjoyed by billions around the world that will be empowered by the new normal in smarter advertising. By 2020 we no longer subscribe to the old ‘sales funnel’ approach where consumers hold a large number of brand options and narrow their choices to an eventual decision aided by advertising. Consumers already limit their brand options at the first consideration stage, seeking out input from peers, reviewers, vendors and competitors. Increasingly consumers are delaying purchase decisions until they're actually in-store or about to hit purchase – that opens up when and what touch points consumers are most open to influence and how to create positive consumer experiences at those points. Ever more powerful will be point of purchase and Near Field Communications (NFC) offers radical potential to push tailored content and brand offers to a customer’s specific location or share social coupons with their friends. Encouraging customers to interact, manipulate, and engage with the product by proactively taking part in sharing the brand is the Holy Grail for advertising today: Bain & Co. found that the most recommended company in any given category grows 2.5x the category average. To ensure time spent with the brand, advertising needs to develop its social skills to a whole new level to exploit the huge shift in post-sale behavior. Boomers will be center stage for advertisers in Western countries, a hugely powerful consumer segment that has migrated online and adopted technology with alacrity. New mass audiences have also formed, including one billion young digitized middle-class, ‘Gen C’: connected, community-oriented and content-centric consumers for whom digital is second nature and by 2020 they make up 40% of the world’s population. Consumption patterns will be tied to the exponential increase in social networking threaded throughout our day, mostly using mobile devices. Six billion “Broadcast Braggarts” will be sharing their lifestream offering hyper personalized information from friends, online status, location, preferred communication, hobbies and shopping habits. This will transform social media advertising opportunities with how we work and how we consume. ABI Research estimate over 136 billion apps will be downloaded worldwide by 2017, much of which is currently unverified. This represents a huge opportunity for advertising to enable content creation by inviting ideas from consumers via co-creation, collaboration and crowdsourcing as viral marketing and peer reviews am

1. The Future Of Advertising 2020
‘Time Spent With The Brand’
By Dean Crutchfield Associates

2. Objective
Advertising 2020 aims to address the key
challenges facing the industry by proposing a
desired future vision of what advertising
could and should be, accompanied by a
concrete set of actions to achieve that future.
By stepping back from the day-to-day we try
to imagine a future on the other side of this
maelstrom.
Approach
Over 150 thought leaders, innovators, and
visionaries from a breadth of disciplines and
around the world helped co-create this
concept, and Advertising 2020 reflects a
mosaic of their insights and ideas. Among
those who are in a position to actually make
changes seek to understand what is possible,
not merely what is inevitable.
Dean Crutchfield Associates

3. Time Spent With The
Brand
‘Time spent with the brand’ will be
advertising’s most sought after metric
entering 2020 as the current concept of
brand value, traditional marketing and
retail outlets will have further eroded.
With the convergence of TV, computers
and the Internet, new century
advertising’s bright lights and trumpets
will unleash their sophistry in 2020 on
the US Presidential election, Europe’s
UEFA Cup Final and the Olympic Games.
All massive media events enjoyed by
billions around the world that will be
empowered by the new normal in
smarter advertising.
Dean Crutchfield Associates

4. Old Sales Funnel
By 2020 we no longer subscribe to the old
‘sales funnel’ approach where consumers
hold a large number of brand options and
narrow their choices to an eventual decision
aided by advertising. Consumers already limit
their brand options at the first consideration
stage, seeking out input from peers,
reviewers, vendors and competitors.
Increasingly consumers are delaying
purchase decisions until they're actually in-
store or about to hit purchase – that opens up
when and what touch points consumers are
most open to influence and how to create
positive consumer experiences at those
points.
Ever more powerful will be point of purchase
and Near Field Communications (NFC) offers
radical potential to push tailored content and
brand offers to a customer’s specific location
or share social coupons with their friends.
Dean Crutchfield Associates

5. The New Model
Encouraging customers to interact,
manipulate, and engage with the product by
proactively taking part in sharing the brand is
the Holy Grail for advertising today: Bain &
Co. found that the most recommended
company in any given category grows 2.5x the
category average. To ensure time spent with
the brand, advertising needs to develop its
social skills to a whole new level to exploit
the huge shift in post-sale behavior. Boomers
will be center stage for advertisers in
Western countries, a hugely powerful
consumer segment that has migrated online
and adopted technology with alacrity. New
mass audiences have also formed, including
one billion young digitized middle-class, ‘Gen
C’: connected, community-oriented and
content-centric consumers for whom digital
is second nature and by 2020 they make up
40% of the world’s population.
Dean Crutchfield Associates

6. Shareability
Consumption patterns will be tied to the
exponential increase in social networking
threaded throughout our day, mostly using
mobile devices. Six billion “Broadcast
Braggarts” will be sharing their lifestream
offering hyper personalized information
from friends, online status, location,
preferred communication, hobbies and
shopping habits. This will transform social
media advertising opportunities with how we
work and how we consume. ABI Research
estimate over 136 billion apps will be
downloaded worldwide by 2017, much of
which is currently unverified. This
represents a huge opportunity for
advertising to enable content creation by
inviting ideas from consumers via co-
creation, collaboration and crowdsourcing
as viral marketing and peer reviews
amongst consumers will be essential to
Dean Crutchfield Associates entice ‘shareability’.

7. In The Home
The real battle for consumers’ time spent
with the brand will rage in the home. By
2020 consumers will enjoy over $1.5 trillion
of global entertainment using superfast
technology with wireless devices the
dominant tool for business, entre-
preneurship, and Internet access for billions
of consumers.
Technology will be intimately woven into our
lifestream and with prices for ‘handheld’
smartphone technologies dramatically
lower, mobile strategies in advertising will
optimize the prevalent fast speeds, NFC,
QR cards and RFID technologies across a
growing multitude of digital interfaces and
physical touch points, all seamlessly
connected in the cloud.
Dean Crutchfield Associates

8. Funding Future Marketing
Global media spend will be more than $1.6
trillion and endless varieties of curated
advertising strategies would have evolved
with the industry more intertwined. To fund
budgets many big brands are piling down
Madison Avenue looking for efficiencies they
can add to their marketing budgets. Coke
plans to strip out $550M of costs to fund
future marketing and other major
advertisers are following suit.
To match the demand for fresh ideas,
agency holding companies will devise new
structures with their specialist businesses
bundled under their main agencies with
clients more involved and agencies forced to
adopt pay-for-performance models that our
archaic system of agencies employing a few
creative teams to drum up category busting
ideas simply won't cut.

9. By harnessing communities across multiple platforms, advertising can create new
value pools by placing consumers at the center of the brand experience: 1 in 3 people
come to a brand through a personal recommendation. Advertising needs to create
demand by being harbingers of change; whether online, mobile or televised, the
experiences we have with advertising need to undergo big changes and we have the
mind-set, skills and next-generation media to engage (4Screen) consumers who have
more power than ever.
Take 3D, it will be super efficient, enhancing the immediacy of the pictures and offering
controls that allow the viewer to change their viewpoint or zoom in and out – watching
from home will offer an experience never thought possible. And we’ve hardly seen the
potential of technology to customize outdoor advertising and sponsors’ localized
messages aimed at different segments and market sectors simultaneously.
Dean Crutchfield Associates

10. 4 Trends
Four consumer trends will have direct
impact: ‘Nomad,’ the mobility of people to
move to different places creating multiple
opportunities for localized brand
engagement. ‘Downsizing,’ the growing
trend for calorific control and quantity,
such as dosing, has diverse implications
for interconnected advertising. ‘Back to
the Farm’ speaks for our enchantment
with all things green and will force big
brands to open deeper two-way
conversations with consumers as
witnessed with Nestle and it’s poorly
handled Palm Water debacle.
Finally, ‘Bring it Home’ will have major
implications for consumers’ time spent
with the brand as a direct result of the
‘debtcade’ having forced billions of people
back to their homes for entertainment
and food – battle for the lounge.
Dean
Crutchfield
Associates

11. DCA Help Clients
Sell More Services
New Business Development
Sales Training
Seize More Opportunity
Brand & Content Strategy
Business Activation
Growing Clients
Win More Business
Presentation Skills
Pitch Doctoring
Dean Crutchfield Associates

12. In the pursuit of opportunity
without regard to resources
held, Dean Crutchfield has
targeted and won millions in
new fees from the world’s
leading brands.
By convincing senior executives
at Fortune 500 companies on
brand architecture, portfolio
rationalization, go-to-market
brand strategies, product and
business innovation, Dean
Crutchfield has directly helped
clients generate billions in new
business growth.
Dean Crutchfield Associates

13. Global Client Experience
Aviva* McKinsey
BP Metsä Serla*
BT* Nomura*
BSkyB* PepsiCo
Camper & Nicholson PG&E
Carter’s Pitney Bowes
Cellcom* RBS*
CITI Scanfinest*
Comcast Shell
“Dean always cuts to the core of what needs General Electric Smirnoff
to be done and said. He helps bring clarity and Kraft Staples
provides value by being an outsider with no
agenda, so he can help you stand back and see Fila Sunglass Hut
things from different perspectives. Frito-Lay Target
Dean helped us think through solutions and Littlewood’s* Tower of London*
then form the best way to present those McDonald’s Warburg Pincus
solutions in a persuasive and compelling way.”
M50 WGM
*References upon request
* Overseas Project
Dean Crutchfield Associates

14. Armed
with rich content, deep
knowledge, 2x2 matrices
and a white board, we rapidly
create targeted, multi-channel
growth programs that
generate immediate
Impact
Dean Crutchfield Associates

15. What DCA Delivers
Achieving growth
For ambitious leaders who are driven to grow fast
Creating new business
Orchestrating and activating accelerated outreach programs
Building efficiencies
Rapidly sourcing the best talent for the business
Improving margins
Rallying teams behind the brand and go-to-market strategy
Boosting win rates
Delivering your best case and winning face forward
Dean Crutchfield Associates

16. Working with DCA
Catalyzing top line growth for clients is what we
thrive on: delivering your best case and winning face,
encourage your people to move the needle north and
sharpen the product offering. DCA (Dean Crutchfield
Associates) achieve growth for clients by tailoring
brand-led techniques that are uniquely participant
centered. We guarantee results. Whether it’s a better
pitch, winning new mandates, a better team or more
fees, you will find our fee in your business within
weeks.
DCA programs have been thoroughly tested and
proven with start-ups and the world’s greatest
brands, uniquely adding immediate value.
When you hire DCA, you get results. If you have the
right people attend the sessions and complete all of
your committed decisions and pilot initiatives and are
still not satisfied or seeing results by the agreed time
frame, we will coach and advise you free until you do!
Dean Crutchfield Associates

17. Working with DCA
By deploying real world strategies and hands-on
collaboration to inspire teams we create content
backed by actions that will assure you of seizing
every good opportunity, selling more services and
winning new business.
For 20 years Dean Crutchfield has advised the
world's most iconic brands, built businesses, created
new companies, opened international offices and
spoken about the role of brands at Duke, Kellogg,
Wharton and the Google Speaker Series. He has
made appearances on all major TV news networks,
commentary in the global press, editorials in major
business publications and is a Contributor to Forbes.
With a proven ability to inspire and push the
boundaries beyond the notion of what was thought
possible, DCA excel with clients who are looking to
run fast, led by CEOs, CMOs, entrepreneurs and
executive teams eager to capture dominant levels
of success.
Dean Crutchfield Associates

18. Dean Crutchfield Associates
Sell More, Seize More, Win More
Growth Advisors
Dean Crutchfield Associates
Dean Crutchfield Associates

19. Contact: Dean@deancrutchfield.com +1 917 239 3303
333 East 34th Street, Ste 15A/B, New York, NY 10016
Dean Crutchfield Associates