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Lieb Presentation Prsa


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Lieb Presentation Prsa

  1. 1. <ul><li>The Shift of Advertising </li></ul><ul><li>and </li></ul><ul><li>the Creative Renaissance </li></ul>Rebecca Lieb
  2. 2. Content content-ment
  3. 4. once upon a time… advertising was an exchange of content for time spent and exposure to advertiser messages
  4. 5. <ul><li>the media created the content </li></ul><ul><li>the advertisers created the advertising </li></ul>
  5. 7. The Story of Menstruation (brought to you by Disney - and Kotex)
  6. 10. <ul><li>now: </li></ul><ul><li>consumers create content... </li></ul><ul><li>and advertisers can, too </li></ul>
  7. 11. <ul><li>create the content </li></ul><ul><li>become the content </li></ul><ul><li>otherwise, you’re just competing with the content </li></ul>
  8. 12. <ul><li>campaigns are obsolete </li></ul><ul><li>you want tune-in </li></ul><ul><li>you are the media </li></ul>
  9. 13. <ul><li>so…. </li></ul><ul><li>you have to think like a publisher </li></ul><ul><li>or an entertainment executive </li></ul><ul><li>or both </li></ul>
  10. 15. <ul><li>1. educate & inform </li></ul><ul><li>2. amuse/engage/play/entertain </li></ul><ul><li>3. create stories consumers can spread </li></ul>
  11. 17. Content can help your audience to research & learn
  12. 23. <ul><li>this “ad” (and the next one) was brought to you by federated media. </li></ul><ul><li>(um…they’re publishers, not an ad agency) </li></ul>
  13. 30. <ul><li>the jerry seinfeld school of advertising </li></ul><ul><li>zero (significant) media buy </li></ul>
  14. 32.
  15. 33.
  16. 35.
  17. 37.
  18. 40. Will it blend Will It Blend? (Blendtec)
  19. 41. Why Not Put Content Assets Online?
  20. 42. <ul><li>personalize </li></ul><ul><li>persona-lize </li></ul>
  21. 50. <ul><li>give the consumer a reason to tell a story </li></ul>
  22. 51. Nike ID Interactive Billboard, Times Square
  23. 52.
  24. 53. Over half a million Google results…and counting.
  25. 54. <ul><li>what’s your story? </li></ul>
  26. 55. <ul><li>thank you </li></ul>[email_address]