Does Fuffa Still Work? Communication in the Digital Era: New Jobs and New Values

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My presentation at IULM Barcamp // Milan, 08/06/2010

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Does Fuffa Still Work? Communication in the Digital Era: New Jobs and New Values

  1. 1. DOES FUFFA STILL WORK? COMMUNICATION IN THE DIGITAL ERA: NEW JOBS AND NEW VALUES
  2. 2. MATTEO ROVERSI
  3. 3. MATTEO ROVERSI @matteoroversi
  4. 4. FROM
  5. 5. TO
  6. 6. Branding Strategies & New Media Design TO
  7. 7. BRANDING/ADVERTISING
  8. 8. BRANDING/ADVERTISING DIGITAL MARKETING
  9. 9. MEDIA PLANNER
  10. 10. COPYWRITER MEDIA PLANNER
  11. 11. ART DIRECTOR COPYWRITER MEDIA PLANNER
  12. 12. MEDIA PLANNER ACCOUNT ART DIRECTOR COPYWRITER
  13. 13. +DEVELOPER
  14. 14. NEW MEDIUM OLD ATTRIBUTES
  15. 15. BIG WE INSIST ON IDEAS
  16. 16. DOES IT WORK TO USE THE SAME OLD MODEL?
  17. 17. CROSS FERTILIZATION
  18. 18. DIGITAL NATIVE PROFESSIONALS TRADITIONAL AD AGENCY
  19. 19. SOMETHING NEW Traditional Digital Native
  20. 20. “IMITATE, ASSIMILATE, INNOVATE” - Clark Terry
  21. 21. 1. THE DIGITAL STRATEGIC PLANNER* *See Roberto Venturini’s work Digital Planner Manifesto
  22. 22. MARKET & BUSINESS
  23. 23. MARKET & BUSINESS STRATEGY
  24. 24. MARKET & BUSINESS STRATEGY IDEAS
  25. 25. MARKET & BUSINESS STRATEGY IDEAS TRAINING
  26. 26. MARKET & BUSINESS STRATEGY IDEAS METRICS TRAINING
  27. 27. 2. THE EMERGING MEDIA DESIGNER
  28. 28. TREND HUNTING
  29. 29. TREND HUNTING STRATEGY
  30. 30. TREND HUNTING STRATEGY EXPERIENCE
  31. 31. TREND HUNTING STRATEGY EXPERIENCE TECH
  32. 32. TREND HUNTING STRATEGY EXPERIENCE AESTHETICS TECH
  33. 33. 3. THE CREATIVE TECHNOLOGIST* *See Richard Schatzberger work The Creative Technologist
  34. 34. STRATEGY
  35. 35. STRATEGY IDEAS
  36. 36. STRATEGY IDEAS TECH
  37. 37. STRATEGY IDEAS TECH CODE
  38. 38. THE PERFECT TRIO PLAN CREATE DEVELOP Digital Emerging Creative Strategic Media Technologist Planner Designer
  39. 39. MEDIA CHANGE
  40. 40. MEDIA CHANGE JOBS CHANGE
  41. 41. MEDIA CHANGE JOBS CHANGE PEOPLE CHANGE
  42. 42. IMILLE 2010 NON-CAMPAIGN 95% OF PEOPLE DON’T TRUST IN ADVERTISING.* WE NEITHER. *Your Brand: At Risk or Ready for Growth? - Alterian 2010
  43. 43. DOES FUFFA STILL WORK?
  44. 44. THE ROLE OF THE AGENCY MEDIA BEHAVIOR OF PEOPLE
  45. 45. WITH GREAT POWER COMES GREAT RESPONSIBILITY!
  46. 46. GOOD TO GREAT James C. Collins, 2001
  47. 47. GREAT TO GOOD Umair Haque, 2010
  48. 48. FIRST WHO, THEN WHAT
  49. 49. FIRST WHO, THEN WHAT FIRST HOW, THEN WHO Do our people have the capacity to judge right and wrong?
  50. 50. TECHNOLOGY ACCELERATORS
  51. 51. TECHNOLOGY ACCELERATORS ETHICAL ACCELERATORS Build transparency and openness
  52. 52. CULTURE OF DISCIPLINE
  53. 53. CULTURE OF DISCIPLINE CULTURE OF MEANING Provide durable, tangible benefits to people, communities, and society
  54. 54. THANKS! matteoroversi.com imille.it
  55. 55. Photo Credits Flickr eelviss Flickr francescopozzi Flickr Jeff The Trojan Flickr Jason Tavares

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