Lecture I did for the Rotterdam School of Management on March 19th 2013 on how the disruption of digital challenges us to rethink marketing, branding, advertising and campaigning.

1. DIGITAL THINKING ON
BRANDING, MARKETING
AND CAMPAIGNING
TOM DE BRUYNE
FOUNDER/ CREATIVE DIRECTOR SUE AMSTERDAM
Tuesday, March 19, 13

2. THIS IS ME
I AM TOM DE BRUYNE,
I CO-FOUNDED AND WORK AS CREATIVE DIRECTOR
AT CAMPAIGN AGENCY SUE AMSTERDAM
I TWEET AT @TOMDEBRUYNE
MAIL ME: TOM@SUEAMSTERDAM.COM
I spoke at TEDX: http://sue.am/tom_at_tedx
My slideshares are here: http://sue.am/tdb_slides
And I cofounded the lingerie webshop www.Salondesir.com
Tuesday, March 19, 13

3. 1. DIGITAL IS DISRUPTING EVERYTHING
2. DISRUPTIVE THINKING IN MARKETING
3. DISRUPTING THE ADVERTISING AGENCY
Tuesday, March 19, 13

4. 1. DIGITAL IS DISRUPTING EVERYTHING
2. DISRUPTIVE THINKING IN MARKETING
3. DISRUPTING THE ADVERTISING AGENCY
Tuesday, March 19, 13

5. 1. DIGITAL IS DISRUPTING
EVERY BUSINESS...
INCLUDING MARKETING
Tuesday, March 19, 13

6. DISRUPTION / CREATIVE DESTRUCTION
1. Change doesn't come overnight. Change comes from disruptive players
2. Disruptive innovation isn’t necessarily a new technology; it’s usually a
recombination of existing technologies served up in disruptive way
Chapter leaders nearly never see it coming bold here
3. Market 1: Insert heading in
Put4.the subtitle in light hereby adding features, disruptors find ways
Market leaders always respond
to solve customer problems at lower costs, while stealing market share
Clayton Christensen, The innovators dilemma
Tuesday, March 19, 13

7. DISRUPTING MUSIC - COMPUTER - TELEPHONE
Tuesday, March 19, 13

8. DISRUPTING AIRLINE TRAVEL (AND THE EU)
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9. DISRUPTING THE HOTEL BUSINESS
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10. THE REAL MOBILE DISRUPTION
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11. DISRUPTING THE TV EXPERIENCE
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12. DISRUPTING THE NEWSPAPER (FINALLY)
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13. (Reed’s law)
DISRUPTING PRICING - DEALS ARE THE NEW NORM
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14. DISRUPTION OF CLASSIC BRANDING
THROUGH NEW PERSUASIVE MODELS
(AGGREGATORS)
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15. (Reed’s law)
DISRUPTION OF CLASSIC BRANDING
THROUGH NEW PERSUASIVE MODELS
(AGGREGATORS)
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16. VS
Link
DISRUPTING THE INTERNET OF WITH THINGS
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17. I always think the big difference between the
Makers and the corporate Internet Of Things
(IOT) is that the IOT people are trying to make
the world more efficient and controlled and the
Makers are trying to make it more personal and
magic. They're imagining objects that come to
life like they do in Harry Potter.
Russell Davies - The internet with things
Tuesday, March 19, 13

18. 1. DIGITAL IS DISRUPTING EVERYTHING
2. DISRUPTIVE THINKING IN MARKETING
3. DISRUPTING THE ADVERTISING AGENCY
Tuesday, March 19, 13

19. CREATIVE DISRUPTION
CAN COME FROM DIFFERENT ANGLES:
DISRUPTIVE PRODUCTS
DISRUPTIVE CAMPAIGNS
DISRUPTIVE BRANDS
Tuesday, March 19, 13

20. BUILD SMART SERVICES IN THE PRODUCT
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21. BUILD CONVERSATION INTO THE PRODUCT
(DESIGN FOR EXCITEMENT)
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22. REAL TIME CAMPAIGNING
(pown or be powned)
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23. vs
CONTENT MARKETING: SERIOUS VS ENTERTAINING
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24. DISRUPTIVE BRANDING: HAVE AN INTERESTING
BRAND BELIEF AND A COMMITMENT
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25. DISRUPTIVE BRANDING: HAVE AN INTERESTING
BRAND BELIEF AND A COMMITMENT
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26. DISRUPTIVE CAMPAIGNING:
TACTICS IS THE NEW CREATIVE
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27. ADVERTISING IS NOT DEAD
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28. 1. DIGITAL IS DISRUPTING EVERYTHING
2. DISRUPTIVE THINKING IN MARKETING
3. DISRUPTING THE ADVERTISING AGENCY
Tuesday, March 19, 13

29. DIGITAL IS A REVOLUTION IN CONSUMER
BEHAVIOR, NOT IN MEDIA
active consumer: passive consumer:
searches for product excitement stumbles upon product excitement
SEO
Reviews
Ratings Content
Conversion boosters
Brand content
Tuesday, March 19, 13

30. WHERE DOES DISRUPTION COME FROM?
ENTERTAINMENT COMPANIES
DESIGN AGENCIES
CONVERSION DRIVEN AGENCIES
GOOGLE AND FACEBOOK
CROWDSOURCING PLATFORMS
Tuesday, March 19, 13

31. "i want to see the industry redefine itself around human
understanding. ... what an agency needs to do is to use ideas and
turn human understanding into business advantage for our
clients. that is a big broad definition. much broader than the kind
of narrow persuasive definition that most people have in their
head when they think about an advertising agency".
Rory Sutherland
Tuesday, March 19, 13

32. MY LITTLE PROPOSAL:
The future agency is a campaigning agency that
designs conversationworthy products and builds and
converts audiences for them. This will mean the end of
the media vs digital vs advertising agencies.
The future of advertising is creative selling
Tuesday, March 19, 13

33. tom@sueamsterdam.com
06 553 60 771
Tuesday, March 19, 13