Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Future of advertising


Published on

Seems to be the topic du jour; just a few more thoughts to add to the conversation.

Published in: Business
  • Be the first to comment

Future of advertising

  1. 1. The future of advertising (according to a change-maker)
  2. 2. the presentation won’t look like this
  3. 4. er - don’t tell Wight
  4. 5. <ul><li>&quot;First the news business, then the music business, then advertising. Is there any industry I get involved in that doesn't get destroyed by digital technology?” </li></ul><ul><li>Andy Nibley, ex-CEO Reuters, Universal, Marsteller </li></ul>
  5. 6. social media ‘changes everything’ <ul><li>It’s mainstream </li></ul><ul><li>Conversations online impact sales </li></ul><ul><li>Campaigns as social objects </li></ul><ul><li>Old marketing models need not apply </li></ul><ul><li>New models emerging (experience design, brand utility) </li></ul>
  6. 7. ideas can come from anywhere
  7. 8. clients in jeopardy <ul><li>Confusion </li></ul><ul><li>Shrinking budgets </li></ul><ul><li>Average CMO tenure down to 22 months </li></ul><ul><li>Losing confidence in traditional agencies </li></ul><ul><li>Don't know which newcomers to trust </li></ul>
  8. 10. the future of advertising isn’t advertising?
  9. 12. <ul><li>the nitroglycerine shrieks of the fairies of advertising </li></ul><ul><li>Ginsberg </li></ul>
  10. 13. research must evolve <ul><li>Continuous, iterative, responsive </li></ul><ul><li>Not just insight, conversations </li></ul><ul><li>Understanding through immersion </li></ul><ul><li>Empathy and intuition </li></ul><ul><li>Head, heart and herd </li></ul>
  11. 14. the big idea becomes fractal <ul><li>Adaptable to multiple different conversations </li></ul><ul><li>Eludes the idea of a ‘destination’ </li></ul><ul><li>Equally effective across broadcast, earned media and networks </li></ul>
  12. 15. the new client relationship <ul><li>Partnership – not sycophancy </li></ul><ul><li>Intelligence – not cleverness </li></ul><ul><li>Agility – not reactivity </li></ul><ul><li>Ideas – not messages </li></ul><ul><li>Open book – not black box </li></ul>
  13. 16. <ul><li>“ Co-creation does not mean just sitting side by side, but being in it together, sleeves rolled up and building ideas as one. ” </li></ul><ul><li>Jee Moon, director of brand and marketing, Westpac </li></ul>
  14. 17. <ul><li>Don ’ t give people what they want. Give them what they never believed possible. </li></ul>
  15. 18. the future of advertising x10
  16. 19. 1. responsive, adaptive
  17. 20. 2. more creative than ever
  18. 21. 3. lives in the community - not on the marketing plan
  19. 22. 4. lights lots of fires
  20. 23. 5. campaigns AND platforms
  21. 24. 6. better stories
  22. 25. 7. pro social <ul><li>Social production </li></ul><ul><li>Crowd funding </li></ul><ul><li>Resource sharing </li></ul><ul><li>Buyer power </li></ul><ul><li>Missions </li></ul><ul><li>Trust networks </li></ul><ul><li>Transparency </li></ul><ul><li>Solidarity </li></ul><ul><li>Social learning </li></ul><ul><li>Slacktivism </li></ul>
  23. 26. 8. if Rory has anything to do with it
  24. 27. 9. agency as curator
  25. 28. 10. agencies doing it differently
  26. 29. inevitable reductive yet all-encompassing statement about the future <ul><li>The future is us. </li></ul>
  27. 30. thank you