Cutting Through the Clutter - Mike Halminen.

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A how-to keynote that points to the marketing industry’s shift toward actually putting consumers first. Let’s face it…the line between traditional and digital advertising is not blurry…it’s disappeared. Integration was a starting point, but now – it’s all about how brands can and should be weaving meaningful experiences into and around consumers’ lives.

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Cutting Through the Clutter - Mike Halminen.

  1. 1. Mike Halminen SVP Creative Director, MacLaren McCannThursday, 11 April, 13
  2. 2. Discussion: A how-to keynote that points to the marketing industry’s shift toward actually putting consumers first. Let’s face it…the line between traditional and digital advertising is not blurry…it’s disappeared. Integration was a starting point, but now – it’s all about how brands can and should be weaving meaningful experiences into and around consumers’ lives.Thursday, 11 April, 13
  3. 3. What is Mass Media Who owns Brands Consumers First: People Matter New ways of Working Some WorkThursday, 11 April, 13
  4. 4. THE DIGITAL REVOLUTION IS OVERThursday, 11 April, 13
  5. 5. Thursday, 11 April, 13
  6. 6. TV IS NOT DEADThursday, 11 April, 13
  7. 7. Thursday, 11 April, 13
  8. 8. The confusion is the understanding of what mass media is.Thursday, 11 April, 13
  9. 9. Merriam-Webster Definition of Mass Media A medium of communication (as newspapers, radio, or television) that is designed to reach the mass of the people —usually used in plural.Thursday, 11 April, 13
  10. 10. The Seven Mass MediumsThursday, 11 April, 13
  11. 11. The Seven Mass Mediums 1. Print from the late 15th century 2. Recordings from the late 19th century 3. Cinema from about 1900 4. Radio from about 1910 5. Television from about 1950 6. Internet from about 1990 7. Mobile phones from about 2000Thursday, 11 April, 13
  12. 12. Any Guess on what number eight will be?Thursday, 11 April, 13
  13. 13. BRANDS TODAY Do Consumers Create them?Thursday, 11 April, 13
  14. 14. Consumers don’t create brands... they consume brands. - That’s why they’re called consumers.Thursday, 11 April, 13
  15. 15. Consuming brands really means “Buying Brands” so they don’t create or destroy a brand, they put it out of business.Thursday, 11 April, 13
  16. 16. Brands are more important now than ever. Simplify peoples lives made more complex and frantic because of technology.Thursday, 11 April, 13
  17. 17. Brand Creation is a democracy where everyone involved gets a vote. 1. Companies - conceive and manufacture 2. Marketing - presenting the brand 3. Retailer - selling the brand 4. Consumer - buys the brandThursday, 11 April, 13
  18. 18. Successful brands must consistently be relevant and understood.Thursday, 11 April, 13
  19. 19. Nothing has changed since the beginning of capitalism. Technology, media, digital, social space create instant communities and mass awareness based on word of mouth.Thursday, 11 April, 13
  20. 20. Transparency has replaced objectivity and opinions can be generated in the absence of fact - Opinion JournalismThursday, 11 April, 13
  21. 21. People support and do things they like. Top three turnoffs: 1. Lying 2. Insult and demean 3. Immoral behaviourThursday, 11 April, 13
  22. 22. Consumers First: PEOPLE MATTERThursday, 11 April, 13
  23. 23. Putting people first helps us develop ideas with purpose and enable experiences that create value for people and brands.Thursday, 11 April, 13
  24. 24. Future Agency – People First From: To: Consumers People Advertising Experience Digital Smart Fragmented Seamless Multi Channel Omni channel Real time Predictive Source:(CMI,(emarketer,(Forrester,(Trendhunter(Thursday, 11 April, 13
  25. 25. Connected Content Digital Roadmap CR M CR M CR M M CRThursday, 11 April, 13
  26. 26. NEW WAYS OF WORKINGThursday, 11 April, 13
  27. 27. ART + COPYThursday, 11 April, 13
  28. 28. ART + COPY + CODEThursday, 11 April, 13
  29. 29. Brand Digital Architecture Velocity } ( where engagement happens )Thursday, 11 April, 13
  30. 30. Digital Creative Technology Velocity Technologist GroupThursday, 11 April, 13
  31. 31. Adoption of Innovation Broadcast, Email, Websites, Radio, OLM, in Advertising OOH 100 100 Facebook 75 75 Market Share % Twitter QR 50 AR 25 25 Geo 00 Brand & Technical PlatformThursday, 11 April, 13
  32. 32. Some WorkThursday, 11 April, 13
  33. 33. Thursday, 11 April, 13
  34. 34. Thursday, 11 April, 13
  35. 35. Thursday, 11 April, 13
  36. 36. Thursday, 11 April, 13
  37. 37. Thursday, 11 April, 13
  38. 38. Thursday, 11 April, 13
  39. 39. VELOCITY is about SEIZING the MOMENTUM of a BETA WORLD in PERPETUAL MOTION. Ajaz Ahmed & Stefan Olander: VelocityThursday, 11 April, 13
  40. 40. Thanks!Thursday, 11 April, 13

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