Fernando Barbella - FIAP 2009

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El Modelo de la Nueva Agencia - FIAP 2009

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Fernando Barbella - FIAP 2009

  1. 1. Todos desean el progreso, pero nadie quiere el cambio. Fernando L. Barbella Director Creativo Interactivo BBDO ARGENTINA
  2. 2. (Gracias, Ulrik) Ulrik Haagerup, Editor en Jefe de Nordjyske Media, en Aalborg, Dinamarca
  3. 3. “The next step is to recognize that there is a paradigm shift. We have lost a monopoly to tell stories to people. Now everybody can do it and we have to make sure that all these people who come up with videos, sound, blogs, will be involved with our news factory in order to make that content available to people.”
  4. 4. …, eh? Entrevista a Ulrik Haagerup http://www.youtube.com/watch?v=jNB09yDrGkc
  5. 5. UGC? WTF? “In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action.” Jakob Nielsen
  6. 6. La cura de todos los males.
  7. 7. f.f.f. Dramatic Shift in Marketing Reality http://www.youtube.com/watch?v=ciSrNc1v17M Paso de los Toros - Mandale un mensaje a tu ex http://www.vimeo.com/3253708 Lays – La alegría se comparte http://www.vimeo.com/2119836 7up Free - Liberate de lo que no querés para vos http://www.vimeo.com/3175874 7up Lima Free – Ponele noche a la web http://www.vimeo.com/1855086
  8. 8. From… PAID MEDIA to… EARNED MEDIA
  9. 9. Muchas Gracias

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