SlideShare a Scribd company logo
The Future of Advertising
Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416
                  Instructor: Tim Brunelle
SESSION #01—“‘IDEAS FIRST’ IN THE AGE OF INTER-ACTION”




                                                Creative Commons Attribution & Non-Commercial License
Introductions
    BREAK
Course description + discussion
Housekeeping
    BREAK
What is Advertising?
_ Chaos Scenario 2.0
_ Inter-action + Relevant Data +
  Empowered Consumers
    BREAK
Ideas first.
Next steps
Course description + discussion
Advertising is still very much about the primacy and supremacy of ideas.
But the industry and its craft are rapidly evolving. Technology, media and the
consumer are dramatically effecting financial, strategic, creative and
production decisions. Think of this class as preparation for a trip abroad.
What’s absolutely critical to know in order to survive? What do you need to
be fluent in? Where and who should you visit? What’s your place in the
grand scheme? The Future of Advertising is as much about you—the future
advertising practitioners, clients and consumers—as it is about cutting edge
techniques and practices. This semester-long course will arm advertising
students for a career in the era of digital as well as elicit their thoughts and
opinions about the trip we’re all taking together. We’ll study and develop
online ads and campaign websites. We’ll participate and see how social
media (blogs, microblogging, widgets, MySpace, Facebook, etc.) can play
an effective role in new marketing. We’ll delve into the inescapable role of
metrics and analysis. And content strategy. We’ll immerse ourselves in
gaming and mobile. We’ll talk about how public relations, customer service
and HR are becoming marketing. We’ll hear from and meet the new
advertising leaders to learn what they think your portfolio should say, be and
do. Above all, we’ll focus on the power of ideas in a digital age.
Course objectives + discussion
This course should practically and philosophically prepare students for the
realities of advertising as it evolves from traditional to digital. Portfolios will
be enhanced and broadened with integrated ideas that include online ads,
campaign sites and other digital tactics. We’ll encourage empathy and
passion for these newer forms, as well as provide direct experience with
cutting-edge examples and personal experience.
Attendance + Grading
Advertising is a service industry.
Service = Respect
Curriculum:
1. “Ideas first” in the Age of Inter-action
2. Building your portfolio for the future
3. Evolution of the ad agency
4. Building blocks: Paid search + online ads
5. Building blocks: Websites
6. (Building blocks?) Social media
7. Content strategy
8. Utility
9. Relevant data: Getting to know you
10. Client perspective
11. Portfolio review
12. Agency tours
13. Empowering the user
14. Mobility and gaming
15. Ideas first, redux
Conversations About The Future Of
Advertising (CATFOA)
Specific Mondays
6:00 - 8:00 pm
Free
Fine Line Music Cafe, Minneapolis
catfoa.blogspot.com
What is Advertising?
_ Chaos Scenario 2.0
0. “Forever and immutable...”
1. People don’t like ads... (Technology helps
them skip ads.)
2. ...But they crave information.
3. The consumer is in control. No really.
4. The problem: There isn’t enough (new)
digital media inventory or available
bandwidth to satisfy the existing marketing/
advertising appetite.
What is Advertising?
_ Chaos Scenario 2.0
_ Inter-action + Relevant Data +
  Empowered Consumers
The LuchAddys
                   January 15, 2009


                   The future of
                   advertising in 8
                   minutes or less
                   Presented by Tim Brunelle



Video background by Robert Hodgin              Creative Commons Attribution & Non-Commercial License
What’s the future
of advertising?
What’s
of advertising?
“I define it as a conversation starter. Interruption
doesn’t cut it anymore...you either get people
talking...or nothing happens.”
              —Marshall Ross, CCO, Cramer-Krasselt
“I still think it’s about finding a big idea. You just
have more ways to (express) it now.”
                       —Woody Kay, Managing Partner,
                             Chief Creative Officer, Arnold
“Seems like when it’s annoying it’s advertising,
and when it’s not annoying it’s called something else.”
                     —Harvey Marco, CCO, JWT NY
What’s wrong
with advertising?
According to Adweek’s February 2008 coverage of a
TNS Media Intelligence/Cymfony poll of more than
60 marketers in North America, France and the U.K.:
“Agencies don’t get it.”

“You get the sense that agencies talk a good game,”
said Jim Nail, chief marketing and strategy officer at
TNS Media Intelligence/Cymfony. “But...(agencies’)
day-to-day management skills are not meeting
marketers’ expectations.”
“The quid pro quo between the marketer and the
audience, for several centuries, has been free or
subsidized media in exchange for inundation with ad
messages. In the Brave New World, the value
proposition will be similar but the barter items
very different. A marketer needn’t pay for episodes
of ‘24’; it need only provide value—whether in
entertainment, information, discount or utility.”
                                 —Bob Garfield, AdAge
Sapient’s September 2008 survey of more than 200
chief marketing officers (CMOs) and senior marketing
professionals tells us:

“Ninety-two percent of respondents said it was
‘somewhat’ or ‘very’ important that agency
employees use the technologies that they are
recommending.”
Sapient’s September 2008 survey of more than 200
chief marketing officers (CMOs) and senior marketing
professionals tells us:

“...agencies need to have a greater knowledge of the
digital space in order to thrive. 45% of respondents
have switched agencies (or plan to switch) for
one with greater digital knowledge. 79% of
respondents rated ‘interactive/digital’ functions as
‘important/very important.’”
Now what?
“The possibilities for this industry are limitless
if we stop focusing on making ads—and bring big,
bold, game-changing business ideas to our clients.”
                    —Jeff Graham, Account Director
                            Crispin Porter + Bogusky
“Advertising going forward is about turning big
ideas into personal experiences that change/
reinforce both perceptions and behavior.”
    —Jan Leth, Vice Chairman/Global Digital Creative
                                      Ogilvy & Mather
“...It’s still about creating ideas that people respond
to. But...brands have to work a lot harder. More than
ever, brands have to offer something of value.”
                                —Albert Kelly, ECD, Fallon
Ideas first.
Technical
Media
Content
Functional
User-Generated
To succeed
in the future,
ideas must
include:
#1. Inter-action
Marketing then
Marketing now
Inter-action is...

An expectation
Reciprocity
Courtesy
Conversation
Response
Measurement
Research
Understanding
Dynamic
Involving
(Above all) Human
Inter-action takes form as...

Sharing
Crowd sourcing
Blogging
Micro blogging
Commenting
Embedding
Linking
Tagging
Rating
(Above all) Participation
Facilitating
inter-action
involves the
audience.
It says, “Your
role/opinion is
necessary.”
To succeed
in the future,
ideas must
also harness:
#2. Relevant
    data
MCAD 2009 - Future of Advertising: session #01 recap
MCAD 2009 - Future of Advertising: session #01 recap
Thank you, Jan Leth:

Data = Better stories
Data = “Value exchange” beyond
       entertainment
Data = Optimized performance
Data = Massively distributed
       personalization of brand
       experience.
Data = Enables “Listening” as core
       competency of marketing dept.
To succeed
in the future,
finally, ideas
must:
#3. Empower
    the audience
Business Week (Mar 3, 2008)
“Consumer Vigilantes”
“Callaway (left) put his Cingular complaint to music and posted it on
YouTube. Comcast customer Salup (middle) has decided blogs are the best
bet for getting action. Dee (right) started firing off e-mails to US Airways
brass while waiting for hours on a runway.”
MCAD 2009 - Future of Advertising: session #01 recap
MCAD 2009 - Future of Advertising: session #01 recap
MCAD 2009 - Future of Advertising: session #01 recap
1




    2
“...the number of blog readers has jumped to 57
million American adults, or 39% of the online pop-
ulation,” according to a July 2006 Pew Internet Study.

Technorati currently states it is tracking over 112.8
million blogs (April, 2007) and, “120,000 new blogs
are created every day.”

“YouTube reports serving over 100 million videos
per day,” according to TechCrunch, July 2006.
Listening = Customer Service = Marketing

Listening is a positive, useful reaction to
Consumer Empowerment.

“Beyond being able to pay our bills and make our
financial goals, we're not actually that focused on
getting customers to shop and purchase from us
whenever possible. Instead, we’re interested in
forming lifelong, meaningful relationships with
our customers, so the more engaged our customers
are, the more likely that will happen.”
                           —Tony Hsieh, CEO, Zappos
1. Inter-action
2. Relevant data
3. Empowered
   Customers
What’s the future
of advertising?
Ideas first.
“Ideas first.”
 At the core of any website, widget, banner
 ad or mobile app created for advertising
 should be a distinct, singular, compelling
 idea which connects you with a company,
 product or service. The best ideas, even in
 the digital space, should cause you to say,
 “I hadn't thought of it that way before.”
 They should change our perceptions.
Monday, February 2:
“Building your portfolio for the future”
1. Bring in your portfolio (whatever shape it’s
in) to the next class + identify two campaigns
in your portfolio that you want to evolve
2. Guest speaker: Joseph Rueter

usefullunacy.typepad.com
tim_brunelle@mcad.edu
Thank you.


             Creative Commons Attribution & Non-Commercial License

More Related Content

What's hot

Content marketing best practices
Content marketing best practicesContent marketing best practices
Content marketing best practices
Jack Morton Worldwide
 
Giving And Taking In B2B Marketing
Giving And Taking In B2B MarketingGiving And Taking In B2B Marketing
Giving And Taking In B2B Marketing
David Koopmans
 
CES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & BrandsCES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & Brands
Ben Grossman
 
Publishers and the Internet: Beyond Display Advertising
Publishers and the Internet: Beyond Display AdvertisingPublishers and the Internet: Beyond Display Advertising
Publishers and the Internet: Beyond Display Advertising
Rick Webb
 
What Creativity Needs From Planning
What Creativity Needs From PlanningWhat Creativity Needs From Planning
What Creativity Needs From Planning
VCU Brandcenter
 
What Is the Future of Data Sharing? - Consumer Mindsets and the Power of Brands
What Is the Future of Data Sharing? - Consumer Mindsets and the Power of BrandsWhat Is the Future of Data Sharing? - Consumer Mindsets and the Power of Brands
What Is the Future of Data Sharing? - Consumer Mindsets and the Power of Brands
David Rogers
 
Account Planning in Digital Age
Account Planning in Digital AgeAccount Planning in Digital Age
Account Planning in Digital Age
Zigurds Zakis
 
Can Display Advertising Survive the Web?
Can Display Advertising Survive the Web?Can Display Advertising Survive the Web?
Can Display Advertising Survive the Web?
Jonathan Mendez
 
Digital Strategy at the Intersections
Digital Strategy at the IntersectionsDigital Strategy at the Intersections
Digital Strategy at the Intersections
Hayden Lewis
 
The Future of the Brand and Marketing Function
The Future of the Brand and Marketing FunctionThe Future of the Brand and Marketing Function
The Future of the Brand and Marketing Function
The Team
 
19 CMOs/CEOs Reveal Big Changes in B2B Marketing
19 CMOs/CEOs Reveal Big Changes in B2B Marketing19 CMOs/CEOs Reveal Big Changes in B2B Marketing
19 CMOs/CEOs Reveal Big Changes in B2B Marketing
Siegel+Gale
 
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
Justin Kirby
 
Marketing stratego for slideshare
Marketing stratego for slideshareMarketing stratego for slideshare
Marketing stratego for slideshare
Futurelab
 
What Is A Digital Planner
What Is A Digital PlannerWhat Is A Digital Planner
What Is A Digital Planner
Heather LeFevre
 
Digital strategy planning
Digital strategy planningDigital strategy planning
Digital strategy planning
Digital Consultant
 
5 Key Tools for Effective Digital Branding
5 Key Tools for Effective Digital Branding5 Key Tools for Effective Digital Branding
5 Key Tools for Effective Digital Branding
Kim Stuart
 
The definitive-guide-to-lead-generation
The definitive-guide-to-lead-generationThe definitive-guide-to-lead-generation
The definitive-guide-to-lead-generation
GoWebBola.com
 
Data Creativity Report
Data Creativity ReportData Creativity Report
Data Creativity Report
DigitasLBi Paris
 
Digital Marketing & Communication Strategy
Digital Marketing & Communication StrategyDigital Marketing & Communication Strategy
Digital Marketing & Communication Strategy
Andi Boediman
 

What's hot (19)

Content marketing best practices
Content marketing best practicesContent marketing best practices
Content marketing best practices
 
Giving And Taking In B2B Marketing
Giving And Taking In B2B MarketingGiving And Taking In B2B Marketing
Giving And Taking In B2B Marketing
 
CES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & BrandsCES 2015: A No Gadget Report for Marketers & Brands
CES 2015: A No Gadget Report for Marketers & Brands
 
Publishers and the Internet: Beyond Display Advertising
Publishers and the Internet: Beyond Display AdvertisingPublishers and the Internet: Beyond Display Advertising
Publishers and the Internet: Beyond Display Advertising
 
What Creativity Needs From Planning
What Creativity Needs From PlanningWhat Creativity Needs From Planning
What Creativity Needs From Planning
 
What Is the Future of Data Sharing? - Consumer Mindsets and the Power of Brands
What Is the Future of Data Sharing? - Consumer Mindsets and the Power of BrandsWhat Is the Future of Data Sharing? - Consumer Mindsets and the Power of Brands
What Is the Future of Data Sharing? - Consumer Mindsets and the Power of Brands
 
Account Planning in Digital Age
Account Planning in Digital AgeAccount Planning in Digital Age
Account Planning in Digital Age
 
Can Display Advertising Survive the Web?
Can Display Advertising Survive the Web?Can Display Advertising Survive the Web?
Can Display Advertising Survive the Web?
 
Digital Strategy at the Intersections
Digital Strategy at the IntersectionsDigital Strategy at the Intersections
Digital Strategy at the Intersections
 
The Future of the Brand and Marketing Function
The Future of the Brand and Marketing FunctionThe Future of the Brand and Marketing Function
The Future of the Brand and Marketing Function
 
19 CMOs/CEOs Reveal Big Changes in B2B Marketing
19 CMOs/CEOs Reveal Big Changes in B2B Marketing19 CMOs/CEOs Reveal Big Changes in B2B Marketing
19 CMOs/CEOs Reveal Big Changes in B2B Marketing
 
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
 
Marketing stratego for slideshare
Marketing stratego for slideshareMarketing stratego for slideshare
Marketing stratego for slideshare
 
What Is A Digital Planner
What Is A Digital PlannerWhat Is A Digital Planner
What Is A Digital Planner
 
Digital strategy planning
Digital strategy planningDigital strategy planning
Digital strategy planning
 
5 Key Tools for Effective Digital Branding
5 Key Tools for Effective Digital Branding5 Key Tools for Effective Digital Branding
5 Key Tools for Effective Digital Branding
 
The definitive-guide-to-lead-generation
The definitive-guide-to-lead-generationThe definitive-guide-to-lead-generation
The definitive-guide-to-lead-generation
 
Data Creativity Report
Data Creativity ReportData Creativity Report
Data Creativity Report
 
Digital Marketing & Communication Strategy
Digital Marketing & Communication StrategyDigital Marketing & Communication Strategy
Digital Marketing & Communication Strategy
 

Viewers also liked

Building Integrated Campaigns / Julie Fiorini, Stephen Thomas
Building Integrated Campaigns / Julie Fiorini, Stephen ThomasBuilding Integrated Campaigns / Julie Fiorini, Stephen Thomas
Building Integrated Campaigns / Julie Fiorini, Stephen Thomas
CanadaHelps / MyCharityConnects
 
Integrating Social Media Into Your Marketing Campaign
Integrating Social Media Into Your Marketing CampaignIntegrating Social Media Into Your Marketing Campaign
Integrating Social Media Into Your Marketing Campaign
Convertiv
 
Presentation to Adobe EMEA Marketing team
Presentation to Adobe EMEA Marketing teamPresentation to Adobe EMEA Marketing team
Presentation to Adobe EMEA Marketing team
John Watton
 
Marketing Plan Presentation
Marketing Plan PresentationMarketing Plan Presentation
Marketing Plan Presentation
Muhammad Arslan Dilawar
 
Marketing Plan
Marketing PlanMarketing Plan
Marketing Plan
Yodhia Antariksa
 
Building an Integrated Marketing Plan
Building an Integrated Marketing PlanBuilding an Integrated Marketing Plan
Building an Integrated Marketing Plan
Margaret Dawson
 
Marketing Plan Presentation Template
Marketing Plan Presentation TemplateMarketing Plan Presentation Template
Marketing Plan Presentation Template
Demand Metric
 

Viewers also liked (7)

Building Integrated Campaigns / Julie Fiorini, Stephen Thomas
Building Integrated Campaigns / Julie Fiorini, Stephen ThomasBuilding Integrated Campaigns / Julie Fiorini, Stephen Thomas
Building Integrated Campaigns / Julie Fiorini, Stephen Thomas
 
Integrating Social Media Into Your Marketing Campaign
Integrating Social Media Into Your Marketing CampaignIntegrating Social Media Into Your Marketing Campaign
Integrating Social Media Into Your Marketing Campaign
 
Presentation to Adobe EMEA Marketing team
Presentation to Adobe EMEA Marketing teamPresentation to Adobe EMEA Marketing team
Presentation to Adobe EMEA Marketing team
 
Marketing Plan Presentation
Marketing Plan PresentationMarketing Plan Presentation
Marketing Plan Presentation
 
Marketing Plan
Marketing PlanMarketing Plan
Marketing Plan
 
Building an Integrated Marketing Plan
Building an Integrated Marketing PlanBuilding an Integrated Marketing Plan
Building an Integrated Marketing Plan
 
Marketing Plan Presentation Template
Marketing Plan Presentation TemplateMarketing Plan Presentation Template
Marketing Plan Presentation Template
 

Similar to MCAD 2009 - Future of Advertising: session #01 recap

THE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISINGTHE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISING
2mrw
 
Content Marketing Whitepaper-2
Content Marketing Whitepaper-2Content Marketing Whitepaper-2
Content Marketing Whitepaper-2
jonobermeyer
 
Content Marketing for Startups
Content Marketing for StartupsContent Marketing for Startups
Content Marketing for Startups
Allan V. Braverman
 
The Content Marketing Imperative For The Argyle Executive Club
The Content Marketing Imperative For The Argyle Executive ClubThe Content Marketing Imperative For The Argyle Executive Club
The Content Marketing Imperative For The Argyle Executive Club
Michael Brenner
 
5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer 5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer
Mathew Sweezey
 
Advertising is Dead
Advertising is DeadAdvertising is Dead
Advertising is Dead
Stefan Kolle
 
The secrets of automotive content marketing
The secrets of automotive content marketingThe secrets of automotive content marketing
The secrets of automotive content marketing
YING LUI ALAN SIU
 
The transition to digital adulthood
The transition to digital adulthoodThe transition to digital adulthood
The transition to digital adulthood
Ebiquity
 
Future of Advertising
Future of AdvertisingFuture of Advertising
Future of Advertising
Karthik Jeganathan
 
Humanizing The B2B Decision-Making Journey
Humanizing The B2B Decision-Making JourneyHumanizing The B2B Decision-Making Journey
Humanizing The B2B Decision-Making Journey
G3 Communications
 
Razorfish
RazorfishRazorfish
Razorfish
Stella MORABITO
 
Video game marketing
Video game marketingVideo game marketing
Video game marketing
CelineDion999
 
Creative Marketing What is it & Why is it so Important?
Creative Marketing What is it & Why is it so Important?Creative Marketing What is it & Why is it so Important?
Creative Marketing What is it & Why is it so Important?
Software House
 
Digiday: ON MEDIA Summary
Digiday: ON MEDIA SummaryDigiday: ON MEDIA Summary
Digiday: ON MEDIA Summary
Jillian Tate
 
The evolution of client-agency relationships
The evolution of client-agency relationshipsThe evolution of client-agency relationships
The evolution of client-agency relationships
Mark Linder
 
A look at client-agency relationships.
A look at client-agency relationships. A look at client-agency relationships.
A look at client-agency relationships.
Mark Linder
 
Marketing Mad Libs: Expert Edition
Marketing Mad Libs: Expert EditionMarketing Mad Libs: Expert Edition
Marketing Mad Libs: Expert Edition
HubSpot
 
Marketing Philosophy Pressie
Marketing Philosophy PressieMarketing Philosophy Pressie
Marketing Philosophy Pressie
Glen Nelson
 
everycontact deck
everycontact deckeverycontact deck
everycontact deck
Glen Nelson
 
Digital Market POV - Dominique-Sebastien Forest
Digital Market POV - Dominique-Sebastien ForestDigital Market POV - Dominique-Sebastien Forest
Digital Market POV - Dominique-Sebastien Forest
Dominique-Sébastien Forest
 

Similar to MCAD 2009 - Future of Advertising: session #01 recap (20)

THE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISINGTHE COLLAPSE AND REBIRTH OF ADVERTISING
THE COLLAPSE AND REBIRTH OF ADVERTISING
 
Content Marketing Whitepaper-2
Content Marketing Whitepaper-2Content Marketing Whitepaper-2
Content Marketing Whitepaper-2
 
Content Marketing for Startups
Content Marketing for StartupsContent Marketing for Startups
Content Marketing for Startups
 
The Content Marketing Imperative For The Argyle Executive Club
The Content Marketing Imperative For The Argyle Executive ClubThe Content Marketing Imperative For The Argyle Executive Club
The Content Marketing Imperative For The Argyle Executive Club
 
5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer 5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer
 
Advertising is Dead
Advertising is DeadAdvertising is Dead
Advertising is Dead
 
The secrets of automotive content marketing
The secrets of automotive content marketingThe secrets of automotive content marketing
The secrets of automotive content marketing
 
The transition to digital adulthood
The transition to digital adulthoodThe transition to digital adulthood
The transition to digital adulthood
 
Future of Advertising
Future of AdvertisingFuture of Advertising
Future of Advertising
 
Humanizing The B2B Decision-Making Journey
Humanizing The B2B Decision-Making JourneyHumanizing The B2B Decision-Making Journey
Humanizing The B2B Decision-Making Journey
 
Razorfish
RazorfishRazorfish
Razorfish
 
Video game marketing
Video game marketingVideo game marketing
Video game marketing
 
Creative Marketing What is it & Why is it so Important?
Creative Marketing What is it & Why is it so Important?Creative Marketing What is it & Why is it so Important?
Creative Marketing What is it & Why is it so Important?
 
Digiday: ON MEDIA Summary
Digiday: ON MEDIA SummaryDigiday: ON MEDIA Summary
Digiday: ON MEDIA Summary
 
The evolution of client-agency relationships
The evolution of client-agency relationshipsThe evolution of client-agency relationships
The evolution of client-agency relationships
 
A look at client-agency relationships.
A look at client-agency relationships. A look at client-agency relationships.
A look at client-agency relationships.
 
Marketing Mad Libs: Expert Edition
Marketing Mad Libs: Expert EditionMarketing Mad Libs: Expert Edition
Marketing Mad Libs: Expert Edition
 
Marketing Philosophy Pressie
Marketing Philosophy PressieMarketing Philosophy Pressie
Marketing Philosophy Pressie
 
everycontact deck
everycontact deckeverycontact deck
everycontact deck
 
Digital Market POV - Dominique-Sebastien Forest
Digital Market POV - Dominique-Sebastien ForestDigital Market POV - Dominique-Sebastien Forest
Digital Market POV - Dominique-Sebastien Forest
 

More from Tim Brunelle

Student Ad Summit 2013 - Keynote Address by Tim Brunelle
Student Ad Summit 2013 - Keynote Address by Tim BrunelleStudent Ad Summit 2013 - Keynote Address by Tim Brunelle
Student Ad Summit 2013 - Keynote Address by Tim Brunelle
Tim Brunelle
 
Choral Direction vs Creative Direction - A presentation for the Chorus Americ...
Choral Direction vs Creative Direction - A presentation for the Chorus Americ...Choral Direction vs Creative Direction - A presentation for the Chorus Americ...
Choral Direction vs Creative Direction - A presentation for the Chorus Americ...
Tim Brunelle
 
Greater Dayton AdFed - May 2010 - Curating the Future presentation
Greater Dayton AdFed - May 2010 - Curating the Future presentationGreater Dayton AdFed - May 2010 - Curating the Future presentation
Greater Dayton AdFed - May 2010 - Curating the Future presentation
Tim Brunelle
 
Brunelle - OTA Sessions Keynote Presentation
Brunelle - OTA Sessions Keynote PresentationBrunelle - OTA Sessions Keynote Presentation
Brunelle - OTA Sessions Keynote Presentation
Tim Brunelle
 
MCAD 2009 - Copywriting :: Session 10, Oct 29
MCAD 2009 - Copywriting :: Session 10, Oct 29MCAD 2009 - Copywriting :: Session 10, Oct 29
MCAD 2009 - Copywriting :: Session 10, Oct 29
Tim Brunelle
 
MCAD 2009 - Copywriting :: Session 08, Oct 15
MCAD 2009 - Copywriting :: Session 08, Oct 15MCAD 2009 - Copywriting :: Session 08, Oct 15
MCAD 2009 - Copywriting :: Session 08, Oct 15
Tim Brunelle
 
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
Tim Brunelle
 
The Story of You (if you're majoring in advertising and marketing at St. Thom...
The Story of You (if you're majoring in advertising and marketing at St. Thom...The Story of You (if you're majoring in advertising and marketing at St. Thom...
The Story of You (if you're majoring in advertising and marketing at St. Thom...
Tim Brunelle
 
MCAD 2009 - Copywriting :: Session 05, Sept 24
MCAD 2009 - Copywriting :: Session 05, Sept 24MCAD 2009 - Copywriting :: Session 05, Sept 24
MCAD 2009 - Copywriting :: Session 05, Sept 24
Tim Brunelle
 
MCAD 2009 - Copywriting :: Session 04, Sept 17
MCAD 2009 - Copywriting :: Session 04, Sept 17MCAD 2009 - Copywriting :: Session 04, Sept 17
MCAD 2009 - Copywriting :: Session 04, Sept 17
Tim Brunelle
 
Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...
Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...
Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...
Tim Brunelle
 
MCAD 2009 - Copywriting :: Session 01, August 27
MCAD 2009 - Copywriting :: Session 01, August 27MCAD 2009 - Copywriting :: Session 01, August 27
MCAD 2009 - Copywriting :: Session 01, August 27
Tim Brunelle
 
"Brand of You in the Digital Age" - MNAMA+MIMA
"Brand of You in the Digital Age" - MNAMA+MIMA"Brand of You in the Digital Age" - MNAMA+MIMA
"Brand of You in the Digital Age" - MNAMA+MIMA
Tim Brunelle
 
MCAD 2009 - Future of Advertising: session #09 recap (March 23)
MCAD 2009 - Future of Advertising: session #09 recap (March 23)MCAD 2009 - Future of Advertising: session #09 recap (March 23)
MCAD 2009 - Future of Advertising: session #09 recap (March 23)
Tim Brunelle
 
MCAD 2009 - Future of Advertising: session #08 recap (March 16)
MCAD 2009 - Future of Advertising: session #08 recap (March 16)MCAD 2009 - Future of Advertising: session #08 recap (March 16)
MCAD 2009 - Future of Advertising: session #08 recap (March 16)
Tim Brunelle
 
UnSummit 2009: "Alphabet Soup - Evolution of Trade Associations"
UnSummit 2009: "Alphabet Soup - Evolution of Trade Associations"UnSummit 2009: "Alphabet Soup - Evolution of Trade Associations"
UnSummit 2009: "Alphabet Soup - Evolution of Trade Associations"
Tim Brunelle
 
MCAD 2009 - Future of Advertising: session #06 recap (March 2)
MCAD 2009 - Future of Advertising: session #06 recap (March 2)MCAD 2009 - Future of Advertising: session #06 recap (March 2)
MCAD 2009 - Future of Advertising: session #06 recap (March 2)
Tim Brunelle
 
You+Your Corporation+Your Customers
You+Your Corporation+Your CustomersYou+Your Corporation+Your Customers
You+Your Corporation+Your Customers
Tim Brunelle
 
MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)
MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)
MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)
Tim Brunelle
 
MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)
MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)
MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)
Tim Brunelle
 

More from Tim Brunelle (20)

Student Ad Summit 2013 - Keynote Address by Tim Brunelle
Student Ad Summit 2013 - Keynote Address by Tim BrunelleStudent Ad Summit 2013 - Keynote Address by Tim Brunelle
Student Ad Summit 2013 - Keynote Address by Tim Brunelle
 
Choral Direction vs Creative Direction - A presentation for the Chorus Americ...
Choral Direction vs Creative Direction - A presentation for the Chorus Americ...Choral Direction vs Creative Direction - A presentation for the Chorus Americ...
Choral Direction vs Creative Direction - A presentation for the Chorus Americ...
 
Greater Dayton AdFed - May 2010 - Curating the Future presentation
Greater Dayton AdFed - May 2010 - Curating the Future presentationGreater Dayton AdFed - May 2010 - Curating the Future presentation
Greater Dayton AdFed - May 2010 - Curating the Future presentation
 
Brunelle - OTA Sessions Keynote Presentation
Brunelle - OTA Sessions Keynote PresentationBrunelle - OTA Sessions Keynote Presentation
Brunelle - OTA Sessions Keynote Presentation
 
MCAD 2009 - Copywriting :: Session 10, Oct 29
MCAD 2009 - Copywriting :: Session 10, Oct 29MCAD 2009 - Copywriting :: Session 10, Oct 29
MCAD 2009 - Copywriting :: Session 10, Oct 29
 
MCAD 2009 - Copywriting :: Session 08, Oct 15
MCAD 2009 - Copywriting :: Session 08, Oct 15MCAD 2009 - Copywriting :: Session 08, Oct 15
MCAD 2009 - Copywriting :: Session 08, Oct 15
 
MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1MCAD 2009 - Copywriting :: Session 06, Oct 1
MCAD 2009 - Copywriting :: Session 06, Oct 1
 
The Story of You (if you're majoring in advertising and marketing at St. Thom...
The Story of You (if you're majoring in advertising and marketing at St. Thom...The Story of You (if you're majoring in advertising and marketing at St. Thom...
The Story of You (if you're majoring in advertising and marketing at St. Thom...
 
MCAD 2009 - Copywriting :: Session 05, Sept 24
MCAD 2009 - Copywriting :: Session 05, Sept 24MCAD 2009 - Copywriting :: Session 05, Sept 24
MCAD 2009 - Copywriting :: Session 05, Sept 24
 
MCAD 2009 - Copywriting :: Session 04, Sept 17
MCAD 2009 - Copywriting :: Session 04, Sept 17MCAD 2009 - Copywriting :: Session 04, Sept 17
MCAD 2009 - Copywriting :: Session 04, Sept 17
 
Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...
Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...
Branding in the Digital Age | Brookfield Boutique Retail Roundtable | Tim Bru...
 
MCAD 2009 - Copywriting :: Session 01, August 27
MCAD 2009 - Copywriting :: Session 01, August 27MCAD 2009 - Copywriting :: Session 01, August 27
MCAD 2009 - Copywriting :: Session 01, August 27
 
"Brand of You in the Digital Age" - MNAMA+MIMA
"Brand of You in the Digital Age" - MNAMA+MIMA"Brand of You in the Digital Age" - MNAMA+MIMA
"Brand of You in the Digital Age" - MNAMA+MIMA
 
MCAD 2009 - Future of Advertising: session #09 recap (March 23)
MCAD 2009 - Future of Advertising: session #09 recap (March 23)MCAD 2009 - Future of Advertising: session #09 recap (March 23)
MCAD 2009 - Future of Advertising: session #09 recap (March 23)
 
MCAD 2009 - Future of Advertising: session #08 recap (March 16)
MCAD 2009 - Future of Advertising: session #08 recap (March 16)MCAD 2009 - Future of Advertising: session #08 recap (March 16)
MCAD 2009 - Future of Advertising: session #08 recap (March 16)
 
UnSummit 2009: "Alphabet Soup - Evolution of Trade Associations"
UnSummit 2009: "Alphabet Soup - Evolution of Trade Associations"UnSummit 2009: "Alphabet Soup - Evolution of Trade Associations"
UnSummit 2009: "Alphabet Soup - Evolution of Trade Associations"
 
MCAD 2009 - Future of Advertising: session #06 recap (March 2)
MCAD 2009 - Future of Advertising: session #06 recap (March 2)MCAD 2009 - Future of Advertising: session #06 recap (March 2)
MCAD 2009 - Future of Advertising: session #06 recap (March 2)
 
You+Your Corporation+Your Customers
You+Your Corporation+Your CustomersYou+Your Corporation+Your Customers
You+Your Corporation+Your Customers
 
MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)
MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)
MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)
 
MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)
MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)
MCAD 2009 - Future of Advertising: session #04 recap (Feb 16)
 

Recently uploaded

How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
Celine George
 
Benchmarking Sustainability: Neurosciences and AI Tech Research in Macau - Ke...
Benchmarking Sustainability: Neurosciences and AI Tech Research in Macau - Ke...Benchmarking Sustainability: Neurosciences and AI Tech Research in Macau - Ke...
Benchmarking Sustainability: Neurosciences and AI Tech Research in Macau - Ke...
Alvaro Barbosa
 
FINAL MATATAG Kindergarten CG 2023 pdf
FINAL MATATAG Kindergarten CG 2023   pdfFINAL MATATAG Kindergarten CG 2023   pdf
FINAL MATATAG Kindergarten CG 2023 pdf
maricelrudela
 
DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY N...
DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY N...DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY N...
DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY N...
thanhluan21
 
C# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdfC# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdf
Scholarhat
 
New Features in Odoo 17 Sign - Odoo 17 Slides
New Features in Odoo 17 Sign - Odoo 17 SlidesNew Features in Odoo 17 Sign - Odoo 17 Slides
New Features in Odoo 17 Sign - Odoo 17 Slides
Celine George
 
E-learning Odoo 17 New features - Odoo 17 Slides
E-learning Odoo 17  New features - Odoo 17 SlidesE-learning Odoo 17  New features - Odoo 17 Slides
E-learning Odoo 17 New features - Odoo 17 Slides
Celine George
 
Introduction to Banking System in India.ppt
Introduction to Banking System in India.pptIntroduction to Banking System in India.ppt
Introduction to Banking System in India.ppt
Dr. S. Bulomine Regi
 
formative Evaluation By Dr.Kshirsagar R.V
formative Evaluation By Dr.Kshirsagar R.Vformative Evaluation By Dr.Kshirsagar R.V
formative Evaluation By Dr.Kshirsagar R.V
DrRavindrakshirsagar1
 
JavaScript Interview Questions PDF By ScholarHat
JavaScript Interview  Questions PDF By ScholarHatJavaScript Interview  Questions PDF By ScholarHat
JavaScript Interview Questions PDF By ScholarHat
Scholarhat
 
ASP.NET Core Interview Questions PDF By ScholarHat.pdf
ASP.NET Core Interview Questions PDF By ScholarHat.pdfASP.NET Core Interview Questions PDF By ScholarHat.pdf
ASP.NET Core Interview Questions PDF By ScholarHat.pdf
Scholarhat
 
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptxSD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
elwoodprias1
 
FEELINGS AND EMOTIONS INSIDE OUT MOVIE.ppt
FEELINGS AND EMOTIONS INSIDE OUT MOVIE.pptFEELINGS AND EMOTIONS INSIDE OUT MOVIE.ppt
FEELINGS AND EMOTIONS INSIDE OUT MOVIE.ppt
JenezarieTarra1
 
Kesadaran_Berbangsa_dan_Bernegara_Nasion.pptx
Kesadaran_Berbangsa_dan_Bernegara_Nasion.pptxKesadaran_Berbangsa_dan_Bernegara_Nasion.pptx
Kesadaran_Berbangsa_dan_Bernegara_Nasion.pptx
artenzmartenkai
 
Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.
DrRavindrakshirsagar1
 
Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17
Celine George
 
View Inheritance in Odoo 17 - Odoo 17 Slides
View Inheritance in Odoo 17 - Odoo 17  SlidesView Inheritance in Odoo 17 - Odoo 17  Slides
View Inheritance in Odoo 17 - Odoo 17 Slides
Celine George
 
Power of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Power of Ignored Skills: Change the Way You Think and Decide by Manoj TripathiPower of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Power of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Pankaj523992
 
modul ajar kelas x bahasa inggris 2024-2025
modul ajar kelas x bahasa inggris 2024-2025modul ajar kelas x bahasa inggris 2024-2025
modul ajar kelas x bahasa inggris 2024-2025
NurFitriah45
 
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES  Lecture_Notes_Unit4_chapter11_sequenceSEQUNCES  Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
Murugan Solaiyappan
 

Recently uploaded (20)

How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17How to Manage Shipping Connectors & Shipping Methods in Odoo 17
How to Manage Shipping Connectors & Shipping Methods in Odoo 17
 
Benchmarking Sustainability: Neurosciences and AI Tech Research in Macau - Ke...
Benchmarking Sustainability: Neurosciences and AI Tech Research in Macau - Ke...Benchmarking Sustainability: Neurosciences and AI Tech Research in Macau - Ke...
Benchmarking Sustainability: Neurosciences and AI Tech Research in Macau - Ke...
 
FINAL MATATAG Kindergarten CG 2023 pdf
FINAL MATATAG Kindergarten CG 2023   pdfFINAL MATATAG Kindergarten CG 2023   pdf
FINAL MATATAG Kindergarten CG 2023 pdf
 
DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY N...
DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY N...DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY N...
DANH SÁCH THÍ SINH XÉT TUYỂN SỚM ĐỦ ĐIỀU KIỆN TRÚNG TUYỂN ĐẠI HỌC CHÍNH QUY N...
 
C# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdfC# Interview Questions PDF By ScholarHat.pdf
C# Interview Questions PDF By ScholarHat.pdf
 
New Features in Odoo 17 Sign - Odoo 17 Slides
New Features in Odoo 17 Sign - Odoo 17 SlidesNew Features in Odoo 17 Sign - Odoo 17 Slides
New Features in Odoo 17 Sign - Odoo 17 Slides
 
E-learning Odoo 17 New features - Odoo 17 Slides
E-learning Odoo 17  New features - Odoo 17 SlidesE-learning Odoo 17  New features - Odoo 17 Slides
E-learning Odoo 17 New features - Odoo 17 Slides
 
Introduction to Banking System in India.ppt
Introduction to Banking System in India.pptIntroduction to Banking System in India.ppt
Introduction to Banking System in India.ppt
 
formative Evaluation By Dr.Kshirsagar R.V
formative Evaluation By Dr.Kshirsagar R.Vformative Evaluation By Dr.Kshirsagar R.V
formative Evaluation By Dr.Kshirsagar R.V
 
JavaScript Interview Questions PDF By ScholarHat
JavaScript Interview  Questions PDF By ScholarHatJavaScript Interview  Questions PDF By ScholarHat
JavaScript Interview Questions PDF By ScholarHat
 
ASP.NET Core Interview Questions PDF By ScholarHat.pdf
ASP.NET Core Interview Questions PDF By ScholarHat.pdfASP.NET Core Interview Questions PDF By ScholarHat.pdf
ASP.NET Core Interview Questions PDF By ScholarHat.pdf
 
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptxSD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
SD_Integrating 21st Century Skills in Classroom-based Assessment.pptx
 
FEELINGS AND EMOTIONS INSIDE OUT MOVIE.ppt
FEELINGS AND EMOTIONS INSIDE OUT MOVIE.pptFEELINGS AND EMOTIONS INSIDE OUT MOVIE.ppt
FEELINGS AND EMOTIONS INSIDE OUT MOVIE.ppt
 
Kesadaran_Berbangsa_dan_Bernegara_Nasion.pptx
Kesadaran_Berbangsa_dan_Bernegara_Nasion.pptxKesadaran_Berbangsa_dan_Bernegara_Nasion.pptx
Kesadaran_Berbangsa_dan_Bernegara_Nasion.pptx
 
Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.Genetics Teaching Plan: Dr.Kshirsagar R.V.
Genetics Teaching Plan: Dr.Kshirsagar R.V.
 
Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17Mail Server Configuration Using App passwords in Odoo 17
Mail Server Configuration Using App passwords in Odoo 17
 
View Inheritance in Odoo 17 - Odoo 17 Slides
View Inheritance in Odoo 17 - Odoo 17  SlidesView Inheritance in Odoo 17 - Odoo 17  Slides
View Inheritance in Odoo 17 - Odoo 17 Slides
 
Power of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Power of Ignored Skills: Change the Way You Think and Decide by Manoj TripathiPower of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
Power of Ignored Skills: Change the Way You Think and Decide by Manoj Tripathi
 
modul ajar kelas x bahasa inggris 2024-2025
modul ajar kelas x bahasa inggris 2024-2025modul ajar kelas x bahasa inggris 2024-2025
modul ajar kelas x bahasa inggris 2024-2025
 
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES  Lecture_Notes_Unit4_chapter11_sequenceSEQUNCES  Lecture_Notes_Unit4_chapter11_sequence
SEQUNCES Lecture_Notes_Unit4_chapter11_sequence
 

MCAD 2009 - Future of Advertising: session #01 recap

  • 1. The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #01—“‘IDEAS FIRST’ IN THE AGE OF INTER-ACTION” Creative Commons Attribution & Non-Commercial License
  • 2. Introductions BREAK Course description + discussion Housekeeping BREAK What is Advertising? _ Chaos Scenario 2.0 _ Inter-action + Relevant Data + Empowered Consumers BREAK Ideas first. Next steps
  • 3. Course description + discussion Advertising is still very much about the primacy and supremacy of ideas. But the industry and its craft are rapidly evolving. Technology, media and the consumer are dramatically effecting financial, strategic, creative and production decisions. Think of this class as preparation for a trip abroad. What’s absolutely critical to know in order to survive? What do you need to be fluent in? Where and who should you visit? What’s your place in the grand scheme? The Future of Advertising is as much about you—the future advertising practitioners, clients and consumers—as it is about cutting edge techniques and practices. This semester-long course will arm advertising students for a career in the era of digital as well as elicit their thoughts and opinions about the trip we’re all taking together. We’ll study and develop online ads and campaign websites. We’ll participate and see how social media (blogs, microblogging, widgets, MySpace, Facebook, etc.) can play an effective role in new marketing. We’ll delve into the inescapable role of metrics and analysis. And content strategy. We’ll immerse ourselves in gaming and mobile. We’ll talk about how public relations, customer service and HR are becoming marketing. We’ll hear from and meet the new advertising leaders to learn what they think your portfolio should say, be and do. Above all, we’ll focus on the power of ideas in a digital age.
  • 4. Course objectives + discussion This course should practically and philosophically prepare students for the realities of advertising as it evolves from traditional to digital. Portfolios will be enhanced and broadened with integrated ideas that include online ads, campaign sites and other digital tactics. We’ll encourage empathy and passion for these newer forms, as well as provide direct experience with cutting-edge examples and personal experience.
  • 5. Attendance + Grading Advertising is a service industry. Service = Respect
  • 6. Curriculum: 1. “Ideas first” in the Age of Inter-action 2. Building your portfolio for the future 3. Evolution of the ad agency 4. Building blocks: Paid search + online ads 5. Building blocks: Websites 6. (Building blocks?) Social media 7. Content strategy 8. Utility 9. Relevant data: Getting to know you 10. Client perspective 11. Portfolio review 12. Agency tours 13. Empowering the user 14. Mobility and gaming 15. Ideas first, redux
  • 7. Conversations About The Future Of Advertising (CATFOA) Specific Mondays 6:00 - 8:00 pm Free Fine Line Music Cafe, Minneapolis catfoa.blogspot.com
  • 8. What is Advertising? _ Chaos Scenario 2.0 0. “Forever and immutable...” 1. People don’t like ads... (Technology helps them skip ads.) 2. ...But they crave information. 3. The consumer is in control. No really. 4. The problem: There isn’t enough (new) digital media inventory or available bandwidth to satisfy the existing marketing/ advertising appetite.
  • 9. What is Advertising? _ Chaos Scenario 2.0 _ Inter-action + Relevant Data + Empowered Consumers
  • 10. The LuchAddys January 15, 2009 The future of advertising in 8 minutes or less Presented by Tim Brunelle Video background by Robert Hodgin Creative Commons Attribution & Non-Commercial License
  • 11. What’s the future of advertising?
  • 13. “I define it as a conversation starter. Interruption doesn’t cut it anymore...you either get people talking...or nothing happens.” —Marshall Ross, CCO, Cramer-Krasselt
  • 14. “I still think it’s about finding a big idea. You just have more ways to (express) it now.” —Woody Kay, Managing Partner, Chief Creative Officer, Arnold
  • 15. “Seems like when it’s annoying it’s advertising, and when it’s not annoying it’s called something else.” —Harvey Marco, CCO, JWT NY
  • 17. According to Adweek’s February 2008 coverage of a TNS Media Intelligence/Cymfony poll of more than 60 marketers in North America, France and the U.K.: “Agencies don’t get it.” “You get the sense that agencies talk a good game,” said Jim Nail, chief marketing and strategy officer at TNS Media Intelligence/Cymfony. “But...(agencies’) day-to-day management skills are not meeting marketers’ expectations.”
  • 18. “The quid pro quo between the marketer and the audience, for several centuries, has been free or subsidized media in exchange for inundation with ad messages. In the Brave New World, the value proposition will be similar but the barter items very different. A marketer needn’t pay for episodes of ‘24’; it need only provide value—whether in entertainment, information, discount or utility.” —Bob Garfield, AdAge
  • 19. Sapient’s September 2008 survey of more than 200 chief marketing officers (CMOs) and senior marketing professionals tells us: “Ninety-two percent of respondents said it was ‘somewhat’ or ‘very’ important that agency employees use the technologies that they are recommending.”
  • 20. Sapient’s September 2008 survey of more than 200 chief marketing officers (CMOs) and senior marketing professionals tells us: “...agencies need to have a greater knowledge of the digital space in order to thrive. 45% of respondents have switched agencies (or plan to switch) for one with greater digital knowledge. 79% of respondents rated ‘interactive/digital’ functions as ‘important/very important.’”
  • 22. “The possibilities for this industry are limitless if we stop focusing on making ads—and bring big, bold, game-changing business ideas to our clients.” —Jeff Graham, Account Director Crispin Porter + Bogusky
  • 23. “Advertising going forward is about turning big ideas into personal experiences that change/ reinforce both perceptions and behavior.” —Jan Leth, Vice Chairman/Global Digital Creative Ogilvy & Mather
  • 24. “...It’s still about creating ideas that people respond to. But...brands have to work a lot harder. More than ever, brands have to offer something of value.” —Albert Kelly, ECD, Fallon
  • 27. To succeed in the future, ideas must include:
  • 32. Inter-action takes form as... Sharing Crowd sourcing Blogging Micro blogging Commenting Embedding Linking Tagging Rating (Above all) Participation
  • 34. It says, “Your role/opinion is necessary.”
  • 35. To succeed in the future, ideas must also harness:
  • 36. #2. Relevant data
  • 39. Thank you, Jan Leth: Data = Better stories Data = “Value exchange” beyond entertainment Data = Optimized performance Data = Massively distributed personalization of brand experience. Data = Enables “Listening” as core competency of marketing dept.
  • 40. To succeed in the future, finally, ideas must:
  • 41. #3. Empower the audience
  • 42. Business Week (Mar 3, 2008) “Consumer Vigilantes” “Callaway (left) put his Cingular complaint to music and posted it on YouTube. Comcast customer Salup (middle) has decided blogs are the best bet for getting action. Dee (right) started firing off e-mails to US Airways brass while waiting for hours on a runway.”
  • 46. 1 2
  • 47. “...the number of blog readers has jumped to 57 million American adults, or 39% of the online pop- ulation,” according to a July 2006 Pew Internet Study. Technorati currently states it is tracking over 112.8 million blogs (April, 2007) and, “120,000 new blogs are created every day.” “YouTube reports serving over 100 million videos per day,” according to TechCrunch, July 2006.
  • 48. Listening = Customer Service = Marketing Listening is a positive, useful reaction to Consumer Empowerment. “Beyond being able to pay our bills and make our financial goals, we're not actually that focused on getting customers to shop and purchase from us whenever possible. Instead, we’re interested in forming lifelong, meaningful relationships with our customers, so the more engaged our customers are, the more likely that will happen.” —Tony Hsieh, CEO, Zappos
  • 49. 1. Inter-action 2. Relevant data 3. Empowered Customers
  • 50. What’s the future of advertising?
  • 52. “Ideas first.” At the core of any website, widget, banner ad or mobile app created for advertising should be a distinct, singular, compelling idea which connects you with a company, product or service. The best ideas, even in the digital space, should cause you to say, “I hadn't thought of it that way before.” They should change our perceptions.
  • 53. Monday, February 2: “Building your portfolio for the future” 1. Bring in your portfolio (whatever shape it’s in) to the next class + identify two campaigns in your portfolio that you want to evolve 2. Guest speaker: Joseph Rueter usefullunacy.typepad.com tim_brunelle@mcad.edu
  • 54. Thank you. Creative Commons Attribution & Non-Commercial License