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DON DRAPER
IS DEAD
UCLA/UCSC Italy
2013
@mikepweiss
@mikepweiss
WHAT KILLED HIM?
ADVERTISING &
THE PITCH
“ADVERTISING IS
BASED ON ONE
THING: HAPPINESS”
– DON DRAPER
THE PITCH WAS
THE FINAL STRAW
ADVERTISING
3,000 MESSAGES
PER DAY.
THAT’S 3 TO 4 PER
MINUTE.
CONSUMER HAS BEEN
TAKING CONTROL
VIA CALLER ID, DVRS
AND SIRIUS.
TIME SHIFTED
VIEWING
TV GUIDE SURVEY:
96% OF DVR VIEWERS
SKIP COMMERCIALS.
Updated - Don Draper Is Dead
Updated - Don Draper Is Dead
INTERRUPTIVE
MOVIE STUDIOS
FOCUS ON
OPENING WEEKEND
ONLY
MERGED MEDIA
PAID
OWNED
EARNED
Updated - Don Draper Is Dead
“THE CONSUMER IS
PRESIDENT OF THE
NEW REPUBLIC.”
MEDIA 2015: THE FUTURE OF MEDIA
BIG DATA
“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
CONTENT STRATEGY
IS KEY
THE PITCH
Updated - Don Draper Is Dead
SOURCE: CREOTIVO
NEW FRONT LINE
@mikepweiss
“EVERYONE IS CAPABLE
OF BREAKING A SALE.”
- ZIG ZIGLAR
Updated - Don Draper Is Dead
Updated - Don Draper Is Dead
“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
Updated - Don Draper Is Dead
Updated - Don Draper Is Dead
EDUCATIONAL;
INSPIRING;
ENGAGING.
BUYING A CAR
Updated - Don Draper Is Dead
PERMISSION BASED
MARKETING
“CUSTOMERS NO LONGER
SEPARATE MARKETING
FROM THE PRODUCT – IT IS
THE PRODUCT”
MCKINSLEY QUARTERLY JULY 2011
“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
DON DRAPER WAS
CONFINED
& IT KILLED HIM
@mikepweiss

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Updated - Don Draper Is Dead