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Future of advertising

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

Published in: Business
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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

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