Thriving in chaosTrends and observations in the marketing/advertising arenaFebruary 23, 2012
Advertisinghas come a long way,   baby...
Telemarketing (1970)                               Radio                     Television Gutenberg (1450)           Adverti...
Reaching 50 Million Audience Radio - 38 Years               TV - 13 Years                               Internet - 4 Years...
The speed at which newadvertising streams arebeing created ismindblowing...
Chaos being a CMO
These consumers of mine are crazy.                                     My organization is nuts and so are my suppliers. RO...
Are agencies helping this guy?
What are we up to?
We’re buying.
We do things the same way.Think.   Design.   Bless.   Produce.   Launch.
We’re still after three things.Money            Awards                          Fame
Our pain points?•   My silos expose my weaknesses.•   These clients are crazy. Faster. Better. Cheaper.•   I have too many...
But, forces of chaos are at play for us.
1.   Telling, not yelling.2.   Consumer-chasing.3.   Time for a new model.4.   Do more than ads.5.   Oh yeah, digital.
Telling, not yelling.
Telling, not yelling.“The agency’s job is to create content sovaluable and useful that consumers wouldntwant to live witho...
STOP START            Interrupting   Engaging               Directing   Connecting               Shouting    EnticingHigh-...
To view the Jay Z “Decoded” video, click here:http://www.youtube.com/watch?v=fnVZTBuzxP4
Catch consumers.
To view the Consumer-Advertiser video, click here: http://www.youtube.com/watch?v=heSudg-tfIk
Catching consumers• Old world – try catching everyone. New world  – try catching the few good ones.• The reality, consumer...
Time for a newer model.
Time for a newer model.• Still need:   – Sales guys, creators and producers• Now need:   – Community managers   – Content ...
Time for a newer model.
To view the “Swagger Wagon” video, click here:http://www.youtube.com/watch?v=ql-N3F1FhW4
Do more than ads.
Do more than ads.• Old world – push. New world – push and pull.  – Customers can turn you off  – The product is the advert...
To view the Burger King “Whopper Face”               campaign, click here:http://www.youtube.com/watch?v=lBvtANapQwU
Oh yeah, digital.
Why Omnicom Opts Out of Digital SpotlightNo. 2 Holding Co. Has Been Quiet on the Interactive Front. Is it Failing toEvolve...
To view the “Last Advertising Agency on Earth”                video, click here:http://www.youtube.com/watch?v=ERGrSQoY5fs
Oh yeah, digital.• Old world – integrated. New world – integrated.• The reality is:  – Everything is digital, nothing is d...
1.   Telling, not yelling.2.   Consumer-chasing.3.   Time for a new model.4.   Do more than ads.5.   Oh yeah, digital.
Surviving the chaos?1. Kaleidoscopic collaboration2. Highly flexible relationships – whatever works3. Breakaway, dynamic, ...
Thanks.
- 1970: Maurice & Charles start a London-based ad agency- 2011: We are New York based, have 140 offices in 76  countries. ...
- Famous campaign: “Labour Isn’t Working.” is seen as helping  the Conservative Party win the 1979 election in the UK.- In...
Thriving In Chaos
Thriving In Chaos
Thriving In Chaos
Thriving In Chaos
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Thriving In Chaos

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A short (very short) state of advertising. I had like a hour to whip something up.

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Thriving In Chaos

  1. 1. Thriving in chaosTrends and observations in the marketing/advertising arenaFebruary 23, 2012
  2. 2. Advertisinghas come a long way, baby...
  3. 3. Telemarketing (1970) Radio Television Gutenberg (1450) Advertising Advertising (1922) (1941) PC (1984) Email (1995) Blogging (1998) Search (1997) Augmented Reality &TiVo (2003) Social (2006) Smartphones – Mobile - Tablets (2007) Application Development (2009-12)
  4. 4. Reaching 50 Million Audience Radio - 38 Years TV - 13 Years Internet - 4 Years iPod - 2 Years Facebook – 1.2 Years
  5. 5. The speed at which newadvertising streams arebeing created ismindblowing...
  6. 6. Chaos being a CMO
  7. 7. These consumers of mine are crazy. My organization is nuts and so are my suppliers. ROI? Looks appetizing but tastes funny. CMO Pain PointsI am losing opportunities with my data every minute. I STILL know half my ad budget is wasted...but at least some is in digital. What’s my exit strategy from this gig?
  8. 8. Are agencies helping this guy?
  9. 9. What are we up to?
  10. 10. We’re buying.
  11. 11. We do things the same way.Think. Design. Bless. Produce. Launch.
  12. 12. We’re still after three things.Money Awards Fame
  13. 13. Our pain points?• My silos expose my weaknesses.• These clients are crazy. Faster. Better. Cheaper.• I have too many farmers, need more hunters.• Go digital or go home, just don’t lose the :30.• Premium on ideas more than ever.• As for talent, when in Rome, steal.
  14. 14. But, forces of chaos are at play for us.
  15. 15. 1. Telling, not yelling.2. Consumer-chasing.3. Time for a new model.4. Do more than ads.5. Oh yeah, digital.
  16. 16. Telling, not yelling.
  17. 17. Telling, not yelling.“The agency’s job is to create content sovaluable and useful that consumers wouldntwant to live without it.” Chuck Porter Chairman Crispin Porter + Bogusky October 2011
  18. 18. STOP START Interrupting Engaging Directing Connecting Shouting EnticingHigh-powered messages Engaging content Reacting Interacting Return on investment Return on involvement Big promises Intimate gestures Explaining Revealing/Discovering
  19. 19. To view the Jay Z “Decoded” video, click here:http://www.youtube.com/watch?v=fnVZTBuzxP4
  20. 20. Catch consumers.
  21. 21. To view the Consumer-Advertiser video, click here: http://www.youtube.com/watch?v=heSudg-tfIk
  22. 22. Catching consumers• Old world – try catching everyone. New world – try catching the few good ones.• The reality, consumers can choose now.• Solution: don’t reach many, reach a few. They’ll do the work.
  23. 23. Time for a newer model.
  24. 24. Time for a newer model.• Still need: – Sales guys, creators and producers• Now need: – Community managers – Content generators – Listening analysts – Cultural anthropologists
  25. 25. Time for a newer model.
  26. 26. To view the “Swagger Wagon” video, click here:http://www.youtube.com/watch?v=ql-N3F1FhW4
  27. 27. Do more than ads.
  28. 28. Do more than ads.• Old world – push. New world – push and pull. – Customers can turn you off – The product is the advertising – We can create movements, noise and buzz without only doing ads
  29. 29. To view the Burger King “Whopper Face” campaign, click here:http://www.youtube.com/watch?v=lBvtANapQwU
  30. 30. Oh yeah, digital.
  31. 31. Why Omnicom Opts Out of Digital SpotlightNo. 2 Holding Co. Has Been Quiet on the Interactive Front. Is it Failing toEvolve or Does it Know Something the Others Don’t? “We will all digitize one way or the other, if not, our clients will flee. Thats how agencies die.” - John Wren CEO, Omnicom
  32. 32. To view the “Last Advertising Agency on Earth” video, click here:http://www.youtube.com/watch?v=ERGrSQoY5fs
  33. 33. Oh yeah, digital.• Old world – integrated. New world – integrated.• The reality is: – Everything is digital, nothing is digital. – Large agencies struggle to get digital – Digital agencies need “outside digital” to grow• Bottom line: Digital is required as a separate expertise to show wisdom that weaves its way into the operation.
  34. 34. 1. Telling, not yelling.2. Consumer-chasing.3. Time for a new model.4. Do more than ads.5. Oh yeah, digital.
  35. 35. Surviving the chaos?1. Kaleidoscopic collaboration2. Highly flexible relationships – whatever works3. Breakaway, dynamic, more actionable intelligence and insight4. Inspired, accurate measurement-as-you-go5. A maverick orientation
  36. 36. Thanks.
  37. 37. - 1970: Maurice & Charles start a London-based ad agency- 2011: We are New York based, have 140 offices in 76 countries. We are owned by the Publicis Groupe, the 3rd largest communication group
  38. 38. - Famous campaign: “Labour Isn’t Working.” is seen as helping the Conservative Party win the 1979 election in the UK.- In addition, huge acquisition plans for growth in 1970’s and 1980’s (39 agencies in 16 years for over £2.3B)

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