Introduction to two day workshop at Boulder Digital works on Aug 9 + 10 2010.

1. Orientation
@mrhowell
Tuesday, August 10, 2010

2. So, uh, why are we inside?
Tuesday, August 10, 2010

3. Because.
Our industry has experienced profound change in
the past 12 months.
The structures and processes that guided us for
the past 25+ years have begun to fail.
Both individually and organizationally, many of us
are facing a new struggle: relevance.
Tuesday, August 10, 2010

4. How did this happen?
Tuesday, August 10, 2010

5. Ad industry interest: zero... wait, porn?
1958 - 1993
Military / Academic Era
Defense Academia Usenet Newsgroups Adult Content
Tuesday, August 10, 2010

6. Ad industry interest: boring nerd-orgy.
1993 - 1997
Brochureware Era
First Browsers Graphics Product Content 1st Gen Commerce
Tuesday, August 10, 2010

7. Ad industry interest: boring nerd-orgy.
1993 - 1997
Brochureware Era
First Browsers Graphics Product Content 1st Gen Commerce
Tuesday, August 10, 2010

8. Ad industry interest: wait, there’s money in this?
1997 - 2003
Direct Marketing Era
DM Principles Sophisticated CRM ROI Focus Powerful commerce
Tuesday, August 10, 2010

9. Ad industry interest: totally going to do this. soon.
2003 - 2008
Arrival of Digital Era
Better Pipes / Tech Motion Graphics Complex Narratives UGC Explosion
Tuesday, August 10, 2010

10. Level of interest: oh shit!
2009
Global economic downturn Dramatic cuts to marketing budgets
Explosion of social media usage Hit ‘tipping points’ in media behavior
Tuesday, August 10, 2010

11. Digital media moves into the maintstream...
Tuesday, August 10, 2010

12. Effect is felt across traditional media channels.
* **
83% of Mad Men viewers fast
forward through ads.
*McKinsey: Boosting Marketing ROI; 2005 ** NY Times study; September 28, 2009
Tuesday, August 10, 2010

13. Our own industry sees the writing on the wall.
“In the next three years, what will be the effectiveness of each of the following...”
Interactive Media
Social Media Creative Increase
Stay the Same
Online Video Decrease
Search Engine Oprimization Not Applicable
Mobile Marketing
Paid Social Media Placement
Email Marketing / CRM
Paid Search
Display Ads through Networks
Traditional Media
Direct Mail
Television
Magazines
Outdoor
Radio
Newspapers
0 25.0 50.0 75.0 100.0
*Forrester Research, March 2009 US Interactive Marketing Survey - published July 6, 2009
Tuesday, August 10, 2010

14. This isn’t a prediction of sudden media collapse.
TV and print aren’t going away. Nothing’s dead.
But....
Tuesday, August 10, 2010

15. Growth will not come from traditional media sources.
“It is much better to have
a smaller share of an
exploding industry versus
a growing share in a
declining industry.”
- Rishad Tobaccowalla,
4A’s Conference 3.4.2010
Tuesday, August 10, 2010

16. Understanding problem is no guarantee of fixing it.
Tuesday, August 10, 2010

17. Understanding problem is no guarantee of fixing it.
Tuesday, August 10, 2010

18. Our industry is facing some sobering obstacles.
We continue to waste a lot of money on things
that no longer work.
We are really, really bad at implementing swift,
meaningful organizational change.
We’ve got a lot of money invested in people
who are no longer capable of contributing.
Tuesday, August 10, 2010

19. But as challenging as this looks...
We’re living through the best, most interesting
moment this industry has ever seen.
We’ll never see a chance like this again. But.
We must rise to the occasion.
We will be the ones who will figure this out.
Tuesday, August 10, 2010

20. What we’re looking to do with the workshop.
Let’s provoke some uncomfortable thinking.
Let’s think of ideas for how we can help make the
places we work better.
Let’s ensure we’ll be relevant and marketable for
the next 5 years.
Tuesday, August 10, 2010

21. Agenda: day 1.
Alastair Green Kim Laama Gareth Kay Dave Schiff Alex Burnard
New Digital Designing Planning in the
How it All Comes Together
Landscape Experiences Post Digital Age
9:30 - 10:30 12:45 - 1:45 2:00 - 3:00 4:30 - 5:30
Workshop 1: Discussion of challenges / anxieties in personal and organizational transition.
Workshop 2: Develop a user persona and creative brief for sample brand campaign.
Tuesday, August 10, 2010

22. Agenda: day 2.
John Winsor Matt Howell Edward Boches Michael Tabtabai Scott Prindle
New Models for Process and Generational Best of the The Role of
Creating Work Structure Change ‘Net Technology
9:00 - 10:00 10:15 - 11:15 11:30 - 12:30 1:30 - 2:30 4:00 - 5:00
Workshop 3: Using persona and brief, brainstorm digital concepts for sample brand.
Workshop 4: Create a working plan for applying learnings to your job / organization.
Tuesday, August 10, 2010

23. Let’s begin.
Tuesday, August 10, 2010