Mike Halminen, the SVP Creative Director of MacLaren McCann, gave a keynote about the shift in marketing toward putting consumers first. He discussed how the line between traditional and digital advertising has disappeared and brands must weave meaningful experiences into consumers' lives. He also covered the changing definition of mass media, how brands are created through a democratic process, and the need for agencies to work in new ways like combining art, copy, and code to engage consumers.

1. Mike Halminen
SVP Creative Director, MacLaren McCann
Thursday, 11 April, 13

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.
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3. What is Mass Media
Who owns Brands
Consumers First: People Matter
New ways of Working
Some Work
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4. THE DIGITAL REVOLUTION IS OVER
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6. TV IS NOT DEAD
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8. The confusion is the understanding
of what mass media is.
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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.
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10. The Seven Mass Mediums
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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 2000
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12. Any Guess on what
number eight will be?
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13. BRANDS TODAY
Do Consumers Create them?
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14. Consumers don’t create brands... they
consume brands.
- That’s why they’re called consumers.
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15. Consuming brands really means
“Buying Brands”
so they don’t create or destroy a brand,
they put it out of business.
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16. Brands are more important now than ever.
Simplify peoples lives made more complex and frantic because of technology.
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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 brand
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18. Successful brands must consistently be relevant
and understood.
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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.
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20. Transparency has replaced objectivity and
opinions can be generated in the absence of
fact
- Opinion Journalism
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21. People support and do things they like.
Top three turnoffs:
1. Lying
2. Insult and demean
3. Immoral behaviour
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22. Consumers First:
PEOPLE MATTER
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23. Putting people first helps us develop ideas
with purpose and enable experiences
that create value for people and brands.
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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(
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25. Connected Content
Digital Roadmap
CR
M
CR
M
CR
M
M
CR
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26. NEW WAYS OF
WORKING
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27. ART + COPY
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28. ART + COPY + CODE
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29. Brand Digital
Architecture Velocity
}
( where engagement happens )
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30. Digital Creative Technology
Velocity Technologist Group
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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 Platform
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32. Some Work
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39. VELOCITY is about
SEIZING the MOMENTUM
of a BETA WORLD in
PERPETUAL MOTION.
Ajaz Ahmed & Stefan Olander: Velocity
Thursday, 11 April, 13

40. Thanks!
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