I updated this for a class at UCLA on 7/31/2013 - made some changes, cleaned up the fonts!

1. DON DRAPER
IS DEAD
UCLA/UCSC Italy
2013
@mikepweiss

2. @mikepweiss

3. WHAT KILLED HIM?

4. ADVERTISING &
THE PITCH

5. “ADVERTISING IS
BASED ON ONE
THING: HAPPINESS”
– DON DRAPER

6. THE PITCH WAS
THE FINAL STRAW

7. ADVERTISING

8. 3,000 MESSAGES
PER DAY.
THAT’S 3 TO 4 PER
MINUTE.

9. CONSUMER HAS BEEN
TAKING CONTROL
VIA CALLER ID, DVRS
AND SIRIUS.

10. TIME SHIFTED
VIEWING

11. TV GUIDE SURVEY:
96% OF DVR VIEWERS
SKIP COMMERCIALS.

14. INTERRUPTIVE

15. MOVIE STUDIOS
FOCUS ON
OPENING WEEKEND
ONLY

16. MERGED MEDIA

17. PAID
OWNED
EARNED

19. “THE CONSUMER IS
PRESIDENT OF THE
NEW REPUBLIC.”
MEDIA 2015: THE FUTURE OF MEDIA

20. BIG DATA

21. “I NOTICE INCREASING RELUCTANCE ON
THE PART OF MARKETING EXECUTIVES TO
USE JUDGMENT; THEY ARE COMING TO
RELY TOO MUCH ON RESEARCH,
AND THEY USE IT AS A DRUNKARD USES A
LAMP POST FOR SUPPORT, RATHER THAN
FOR ILLUMINATION.”
– DAVILD OGILVY

22. CONTENT STRATEGY
IS KEY

23. THE PITCH

25. SOURCE: CREOTIVO

26. NEW FRONT LINE
@mikepweiss

27. “EVERYONE IS CAPABLE
OF BREAKING A SALE.”
- ZIG ZIGLAR

30. “ASSUME THAT YOUR
PROFESSIONAL LIFE AND YOUR
PERSONAL LIFE WILL MERGE
ONLINE REGARDLESS OF YOUR
CARE IN SEPARATING THEM”
FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY

33. EDUCATIONAL;
INSPIRING;
ENGAGING.

34. BUYING A CAR

36. PERMISSION BASED
MARKETING

37. “CUSTOMERS NO LONGER
SEPARATE MARKETING
FROM THE PRODUCT – IT IS
THE PRODUCT”
MCKINSLEY QUARTERLY JULY 2011

38. “RATHER THAN ALLOW CAMPAIGNS TO BE
DRIVEN BY PAID MEDIA, MARKETERS MUST
NOW DEVELOP SCALE AND EXPERTISE IN
OWNED AND EARNED MEDIA TO DRIVE
EFFECTIVENESS, CULTIVATE CREATIVE IDEAS,
ASSESS CUSTOMER NEEDS, AND CUT
THROUGHT THE CLUTTER.”
ALTIMETER GROUP JULY 2012

39. DON DRAPER WAS
CONFINED
& IT KILLED HIM

40. @mikepweiss