Advertising Evolves, So Should You, V2

Advertising evolves.
You should, too.

Edward Boches
Cleveland AAF | September 20, 2011

Sunday, September 25, 11

Ideas > Words
Pictures
Stories


Ideas > Applications
Utility
Technology


We are living through the
disorientation that comes from
including 2 billion new participants
in a media landscape previously
operated by a small group of
professionals.


Mayhem on Madison
Avenue


"Marketing in the future will be like sex. Only
the losers will have to pay for it."
John Bond


"The cure for Apple is not cost-cutting. The
cure for Apple is to innovate its way out of its
current predicament." Steve Jobs 1999


unbound

I
things we did

II
things we did

III
things we did

MARKETING
in the age of social media

IV
things we did

@styleit
Style IT Sarah

FUCK YOU NATIONAL GRID. That is all.

4:52 PM Feb 27th via TwitterFox

IV
things we did

IV
things we did

V
things we did

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VI

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Agility
Collaboration
Engagement

I
things we learned

How to be comfortable
living in beta.

II
things we learned

We should give credit to the idea rather
than to the person who “thinks” he
came up with it.

III
things we learned

Fail in ways that let
you survive.

IV
things we learned

Talent


Talent

Work


Talent

Work

Visibility


Talent

Work

Clients Visibility


Talent

Opportunities Work

Clients Visibility


E SP
R Talent A
U

CE
LT
CU
Opportunities Work

Clients Visibility

S
EF
RK
WO

B

RI

E RE SP SP
R TU Talent A
U

AC
CE
L
LT
CU

E
CU
Opportunities Work

Clients Visibility

S
WO

S
EF
RK K I

EF
WO

B R

RI
R


RE SP
UE
TR SP SP
RE U Talent A

AC E
T

L UL
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CU C

AC
CE
LT
CU
Opportunities Work

Clients Visibility
WO R

S FS
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EF E
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RI

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R T E SP
TU
E UR
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AC E
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AC
T L

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LCU
CU C

AC
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Opportunities Work

Clients Visibility
WO R

S FS
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WO WO

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SS
K I R

EF E
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RI E
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RK B
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It’s time to stop having advertising
ideas and start having ideas worth
advertising. Gareth Kay


First nd the problem, then invent
a solution.


Construction workers can’t buy your
boots if they’re out of work.

I
problem

I
solution

Gen Y is being de ned by researchers and
marketers not by themselves.

II
problem

II
solution

Our charitable work gets no
recognition.

III
problem

III
solution

III

There’s no easy way for Moms to “socially”
document the life of a new born child.

IV
problem

IV
solution

You can’t appreciate the new Olympus Pen
unless you actually try it out.

V
problem

V
solution

Newspapers are losing readers to
blogs and social media.

VI
problem

VI
solution

Change is hard
Employees are fearful
Clients are risk adverse
There are no directions

but...

Learning to change
Dif culties mastering new technologies
Finding time to keep up
Questioning whether we can adapt
Enduring inef ciencies due to old systems
Not getting the talent right
Finding reliable sources of information
Learning to collaborate across disciplines
Undoing titles and staf ng plans
Confronting close-minded leadership
Getting training and education
Resolving culture clash of old and new


Focus on innovation

I
solution

clients

current
current

services

I
why?

clients
new
current

current
current

services

I
why?

clients
new
current

current current
current new

services

I
why?

clients
new new
current new

current current
current new

services

I
why?

Create a lab
Experiment more yourself
Make small bets
Find new partners

I
how?

Traditional R&D Agency R&D

R&D Brand Solutions

Prototype & Testing &
Testing Prototype

I
Branding & Consumer
Distribution Understanding

how?

Act like a startup

II
solution

I feel like I've been whipsawed around the globe this morning. I started off in
the future and was then jetisoned back in time 20 years.

A few weeks ago I was asked to kick off the Crowdsourcing track at Social
Media Week which was today in Milan, Italy. I wasn't keen on traveling so I
did the talk via Skype. At 6 this morning I kicked off the event. I talked for a
bit then answered a few questions. It was a great experience and, despite the
distance, I felt like I was there.

My talk ended in time for me to have breakfast with the boys and walk them to
school.

I love the future.

A couple of hours later I got dragged back in time.

I met a film crew at my office to record a question, one simple question, that I
was supposed to ask John Seifert, Steve Simpson and Lars Bastolm, the
leaders of Ogilvy, in a session they are running at Advertising Week entitled,
Inside a Big Dumb Agency.

I applaud John, Steve and Lars for hosting a panel with such a provocative
title. I'm sure the session will be a big hit. But, I did find it more than ironic
that instead of using modern technology, like Social Media Week did, Ogilvy
had a crew of 3, a ton of equipment and spent 2.5 hours to professionally set
up and record my 30 second question. I had already recorded a perfectly good
question on my iPhone4 but I guess rapid moves to the future can be hard
when you are used to big production budgets.

II
My head still hurts from being transported so quickly from the future to the
past.

And, my question? You'll have to attend the session

why?

Visit startups and software companies
Learn agile
Try this exercise
(search edward boches carbon 5)

II
how?

Retain our best talent

III
solution

III
why?

20 percent rule
Flatter organization
Greater voice

III
how?

Master engagement

IV
solution

We greatly overvalue connecting
people to brands and information
and undervalue connecting them
to each other.

IV
why?

Do it yourself
Leverage employees who embrace what’s new
Embrace user participation

IV
how?

IV
how?

Learn from the next generation

V
solution

"We can’t teach the new generation as
much as it can teach us."Rishadt Tobocawalla

V
why?

Great internship program
Reverse mentoring
More responsibility

V
how?

tngg story

V
how?

Advertising Evolves, So Should You, V2

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Advertising Evolves, So Should You, V2