Advertising is kinda dead but not really

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This is a talk I gave to undergraduate students at the University of South Dakota.

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Advertising is kinda dead but not really

  1. 1. ADVERTISING IS KINDADEAD… BUT NOT REALLY heidi hackemer @uberblond
  2. 2. ADVERTISING IS DEAD"very popular phrase these days
  3. 3. IT IS AND IT ISN’T"
  4. 4. The proper definitionThe act or practice of calling attention to one’sproduct, service, need, etc…, especially by paidannouncements in newspapers and magazines,over radio or television and on billboards: to getmore customers by advertising"
  5. 5. WE SHOUT "AND THEREFORE YOU PAYATTENTION & DO WHAT WE WANT
  6. 6. LAZY"ARROGANT"PATRONIZING"OUT OF STEP WITH CULTURE
  7. 7. This definition of advertising is dead."
  8. 8. But, let’s be honest, the word advertising isn’tgoing anywhere anytime soon – it’s tooingrained, too easy as a shorthand
  9. 9. Your mission, young warriors, is to infuse newmeaning into that word so our industry is notperceived as lazy, arrogant, patronizing and,most importantly, out of step with culture
  10. 10. WTF HAPPENED WITH CULTURE?
  11. 11. DIGITAL HAPPENED"
  12. 12. DIGITAL CULTURE (at it’s best) "DemocraticOpenFastPlayfulScrappyAccountable Pretty dang human
  13. 13. A COLLECTION OF THINGS IPERSONALLY LOVE ABOUT "DIGITAL CULTURE
  14. 14. THE IDEA, NOT THE LEGACY, RULES"Twitter is five years oldYouTube is six years oldFacebook is seven years oldGoogle is fourteen years old
  15. 15. DOING IS DEMOCRATIZED
  16. 16. THE GIG IS UP"In the US, TV was made by advertisersThe Internet, although it has a military/education DNA, was builtby the collectiveAs web-culture continues to define mainstream culture, thecollective is and will continue to call us out on our BS
  17. 17. DIGITAL CULTURE the values of digital are becoming our cultural values
  18. 18. WHAT DOES THIS ALL MEAN FOR US?
  19. 19. IT’S A PRETTY AWESOME TIME "TO DO WHAT WE DO
  20. 20. MORE COMPETITIVE WORLD "CREATIVITY IS OUR SWORD "PEOPLE MATTER "
  21. 21. THE CANVAS TO MAKE BRANDS DOALL THIS STUFF IS AWESOMELYCOMPLEX AND RICH"(which means, our jobs get more and more interesting every day)"(which means, brilliance should come from every discipline, not justthe creative department)
  22. 22. BUT YOU HAVE TO PARTICIPATE
  23. 23. BRANDS GET AND NEED TO BE "MORE HUMAN"and be about more than just theidealized consumptive act
  24. 24. SHIFT"traditionally a brand’s relationship with a person has been based onthe consumptive act married with idealized emotional benefits. veryfew brands presented much more than thatbut culturally, consumption, people’s relationship with consumptionand the emotional effect of consumption is being questionedto stay relevant, we have to adjust
  25. 25. MEANING…"brands need to do more, talk less"they need to have conversationsthey need to have an opinionthey need to be usefulthey need to flex and movethey need to be smartthey need to show their wartsthey need to work for our lovethey need to provokethey need to entertain and have funthey need to do
  26. 26. PATAGONIA FOOTPRINT CHRONICLES
  27. 27. GOOGLE DOODLES
  28. 28. SCION
  29. 29. BURBERRY
  30. 30. HUMAN BRANDS"we like to be around them (useful/entertaining)they’re complex (warts and all)they’re interestingthey move at our pacethey like to talk with usthey make us thinkthey’re in sync with culture
  31. 31. Be brave! Go have fun!
  32. 32. thank you

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