Emerging Portfolio Trends 2011

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Emerging Portfolio Trends presentation given at the Art Institute of Atlanta on April 18, 2011 "As digital trends advance and emerge how should a design portfolio visually communicate ideas & information?" All the work (Images and videos) appearing on this presentation are the property of their respective owners.

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Emerging Portfolio Trends 2011

  1. 1. Art Institute of Atlanta (AIA) Professor of AdvertisingKimberly Lyles-Folkman
  2. 2. "As digital trends advance and emergehow should a design portfolio visuallycommunicate ideas & information?"
  3. 3. What are these TRENDS?
  4. 4. SOCIAL INFLUENCE MARKETING CAMPAIGNSSocial media is shifting the digital presentationand designers are now pushed to show theconsumer experience and the process in theircommunication of products.
  5. 5. AIA - Andrew Nendel - Chiclets popinideas.com
  6. 6. AIA - Andrew Nendel - Chiclets popinideas.com
  7. 7. ”According to Forrester Research,75% of the online population is now engaged in online socialbehaviors, and with social strategies getting more integrated andaccountable, marketers are going to depend on their customers,more than ever, to do the marketing for them.”- Digital Outlook Reports, 2009
  8. 8. ”We can also expect new social advertising formatsand new social research approaches to emerge that leveragethe complex relationships that occur within a social graph.As social behaviors go mainstream, Social Influence Marketing™is going to be the glue that binds every digital strategy together.”- Digital Outlook Reports, 2009
  9. 9. Social Strategy & Advertising:”A good starter for major brands when creating a social strategy is to formulate aplan. Figure out how you are going to create awareness of your brand. Are you goingto create an advertising campaign driving participants to your Facebook fan page asopposed to a website or micro site? Are you going to buy a promoted tweet on Twitter?Are there going to be web banners promoting your product or service? Or perhapsa brand wants to create a banner campaign solely promoting their Facebook page.Either way, a plan is in order. One must decide what the objectives are, what they aretrying to promote, and how to first engage users.”Justin Archer, VP, Group Creative Director, 2011
  10. 10. Some of the trends we’re seeing:
  11. 11. • Guerrilla • Ambient • Interactive KioskSome of the trends we’re seeing: • Challenges / Contests • Interactive billboards • Entertainment check-in services • Flash mobs / videos • Augmented reality / sound • Branded entertainment • Games / Advergaming • In store media
  12. 12. • Blogs • Tutorials • Interactive polls/submissions • Online newsletter • Email blasts • BannerSome of the trends we’re seeing: • Online pop-up • Micro sites • Viral videos / stories • Social media -Facebook, Twitter, LinkedIn, • Facebook apps • Social gaming • Foursquare • Cloud computer-universal access to media
  13. 13. • Targeted or personalized commercials • Connected TV’s • DVRSome of the trends we’re seeing: • Mobile phone apps • Text messages • QR Codes / Snap tags • Geo Fencing / location based services • 3D projections • Multimedia building projections
  14. 14. CLIENTambient print ad w/ microsite QR code or SnapTag HEADLINE TAG
  15. 15. Figaro Social Media Conference in London - April 2010 by Freddie Laker, Director of Digital Strategy slideshare.net/TMTYL
  16. 16. SOCIAL MEDIA 2012 What ChangedREALTIME INFORMATION What happiness now? Twitter, Feeds etc. Distributed content Sharable brand experiences resistance no more Social media no longer seen as a fadbetter measurements Powerful monitoring of social spaces & analytics slideshare.net/TMTYL
  17. 17. SOCIAL MEDIA 2012 MORE LESSNew social tools & services Privacy Content Single destination websites Collaboration Desired Exclusivity Machine Intelligence Real Relationships Social Connectivity Direct Only Marketing slideshare.net/TMTYL
  18. 18. THE TRADITIONAL PORTFOLIOThe traditional portfolio completed in the format ofusing Blurb, Lulu or My Publisher, now needs to indicatea clear understanding of what the process is supportedby how the consumer is engaging with the product:
  19. 19. AIA - Ashley Marie Evans - V8 - 2011 ash-marie.com
  20. 20. AIA - Ashley Marie Evans - V8 - 2011 ash-marie.com
  21. 21. AIA - Ashley Marie Evans - V8 - 2011 ash-marie.com
  22. 22. AIA - Ashley Marie Evans - V8 - 2011 ash-marie.com
  23. 23. AIA - Ashley Marie Evans - V8 - 2011 ash-marie.com
  24. 24. AIA - Ashley Marie Evans - V8 - 2011 ash-marie.com
  25. 25. AIA - Ashley Marie Evans - V8 Case Study ash-marie.com
  26. 26. Case Study Presentations can be prepared in: • Keynote / PowerPoint, • iMovie / MovieMaker, • InDesign, • Flash, • After Effects / Vegas, • Picasa, • Or any other method to arrive at the same outcome.
  27. 27. PROfessional EXAMPLESUnited Voices Project Case Study
  28. 28. PROfessional EXAMPLESItalian Culture Week Case Study
  29. 29. PROfessional EXAMPLESIKEA Facebook Showroom Case Study
  30. 30. PROfessional EXAMPLESNike Livestrong Chalkbot Case Study
  31. 31. PROfessional EXAMPLESOld Spice - “The Man Your Man Could Smell Like” Case Study
  32. 32. PROfessional EXAMPLESCanon Photo Chains Case Study
  33. 33. PROfessional EXAMPLESZimbabawean Trillion Dollar Campaign Case Study
  34. 34. PROfessional EXAMPLESUnicef Tap Project Case Study
  35. 35. PROfessional EXAMPLESSamsung Shakedown Case Study
  36. 36. ”In the analog era marketing was about getting peopleto think things so they might do things. Digital media isinteractive, so now it’s the other way round. Marketingis now about getting people to do things.”- Simon Silvester - Y&R on tns DigitalLife Report 2011
  37. 37. STUDENT EXAMPLESMiami Ad School Nooka Color Case Study
  38. 38. STUDENT EXAMPLESMiami Ad School Live Ball Case Study
  39. 39. STUDENT EXAMPLESMiami Ad School - Penguin SmartMark Case Study
  40. 40. STUDENT EXAMPLESMiami Ad School - Penguin SmartMark Case Study
  41. 41. STUDENT EXAMPLESMiami Ad School - Penguin SmartMark Case Study
  42. 42. STUDENT EXAMPLESMiami Ad School - Penguin SmartMark Case Study
  43. 43. STUDENT EXAMPLESMiami Ad School - Penguin SmartMark Case Study
  44. 44. STUDENT EXAMPLESMiami Ad School - Penguin SmartMark Case Study
  45. 45. STUDENT EXAMPLESAIA - Sam Phan - Wrecking Balm Case Study
  46. 46. Print and Interactive Format for Portfolio: SUMMARY•The portfolio structure has expanded to support emergingmedia and concepts in your portfolios. It also reflects howagencies are presenting their integrated campaigns currently.•You will also be required to create a digital format of your workindicating the problem followed by a solution to your campaign;this can be created in PowerPoint, iMovie, InDesign, AfterEffects, etc.
  47. 47. How To Structure The Interactive Portfolio:Simple Approach:•There are numerous ways to describe and format your digitalpresentation. It may be as simple as still frames and type; you mayeven decide to add music.•It may have simple titles for various categories that may be partof the campaign and then expand to more descriptive copy.
  48. 48. Expanded Approach:• More descriptive with more copy to support the strategy statement Brief + Problem + Solution+ Results (Assumed Results will be likely; results apply only when available) Choices of structure can vary: ‣ Mission + Case Video ‣ Insight + Idea + Outcome ‣ Strategy + Concept + Results ‣ Strategy + Execution + Results ‣ Strategy + Concept + Insight + Idea + Outcome ‣ Objective + Concept + Idea + Results ‣ Background + Challenge + Concept + Idea + Results + Cost
  49. 49. 2010 Agency a-ListAd Ages Agency A-List shows agencies have adopted a varietyof models to successfully serve clients in a new marketing age.
  50. 50. Agency a-List TOP 10 #1 Wieden & Kennedy (Agency of the Year) #2 McGarryBowen #3 Mullen #4 Resource Interactive #5 Droga5 #6 360i #7 Edelman #8 CP&B #9 LatinWorks #10 Team Detroit
  51. 51. a-List 10-TO-WATCH #1 Rosetta #2 Ogilvy #3 Victore&Spoils #4 Lapiz #5 Mekanizm #6 Carat #7 Johannes Leonardo #8 Meredith Integrated Marketing #9 PHD #10 Huge
  52. 52. Agency International a-List #1 Del Campo Nazca Saatchi & Saatchi (International Agency of the Year) #2 Colenso BBDO (Runner-up) #3 TBWA Hunt Lascaris #4 Mother, London CHINA Agency OF THE YEAR DDB Group China MULTICULTURAL Agency OF THE YEAR Conill
  53. 53. Fini! Faculty: Kimberly Lyles-Folkman klylesfolkman@aii.edu presentation by Ezgi Yersu

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