How tech companies and brand platforms are changing advertising.

1. “The best don’t advertise.”
-ABC

2.  Devotion to customer service:
“Weird and fanatical.”
 “Every employee is an
advertising vehicle.”
 Slow to hire, quick to fire.
 Corporate culture is everything:
importance of core values and
transparency.
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4.  Don’t create an ad campaign, create a Kindle.
 Type relentless.com into the Web.
 Ran test ads in smaller markets: they increased purchases,
but not by enough to continue running them.
 “If you’re not good, Jeff will chew you up and spit you out. If
you’re good, he will jump on your back and ride you into the
ground.”
 “People closest to problems are in the best position to solve
them.”
 “Every narrative should read like a mock press release.”
 Unlimited shelf space, personalized service: “Walmart and
Nordstrom’s in one.”
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 Publishers argue with terms?
Shutdown recommendation engine
algorithm and their sales fall 40 per
cent.
 The age-old battle: companies that
make things versus companies that
sell things.
 “The elimination of gatekeepers.”
 Point system to track workers:
 Late = -.5
 Not showing up = -3
 Sick = -1
 Six demerits = you’re fired

6.  Writing: keep it punchy – especially headlines. “Some of this is
just bad writing. If you were doing this as a blogger, you would
starve.”
 Advertising sold to Amazon customers on its websites and
devices: helps subsidize free shipping and low prices.
 Coming soon: Amazon mobile
phone and TV set-top box.
 Goal: provide services on
every connected device used
by customers - without relying
on competitors’ hardware.

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8.  Eric Schmidt: “There’s a lot of content being made, and brands
are going to be responsible for making a bigger and bigger
share of it.”
 Employees allotted one day a week to work on projects they
feel passionate about.
 People are scientists and artists.
 Don’t be evil: cute and cuddly…and a menace to old media.
 “User-focus is the foundation of success.”
 “A brand is synonymous with trust, not name-recognition.”
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9. Six levels of engagement:
1. Watch: on any device.
2. Learn: by searching for information on the Web.
3. Play: games
4. Connect: through social networks and messaging.
5. Collect: money online through microtransactions.
6. Create: user-generated content.
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10.  Google:
 wants to be “the advertising
operating system in the middle
of all advertising.”
 delivers 20-billion online ads
a day.
 Pricing:
 An online ad brings in 1/10 of the revenue as the same ad in
a newspaper.
 Readers spend less time reading online and the ad space is
infinite.
 NY Times readers: 35 minutes a day with print, 37 minutes a
month online.
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11. Copywriting challenges
A new range of challenges:
 Inventing the ideas to shape clients’
marketing presence and the next phase
of the evolution of the industry.
 The old advertising rule book has been
thrown out – not everyone knows it yet.
 Potentially the most-exciting and creatively rewarding
time in ad history: “the next Creative Revolution.”
 Lee Clow: “Everything is media.” Don’t start an ad
agency, start a media-arts lab.
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12. Brand platforms
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13. Brand platforms
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14. Brand platforms
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15. Brand platforms
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16. Brand platforms
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