The document discusses how brands can build emotional connections with consumers and the importance of contextual advertising. It notes that brands in the past were able to create mass emotional connections through big advertising ideas and linear planning cycles. However, the modern media landscape has become more fragmented, requiring brands to use smaller, more relevant ideas placed across different media at the right times and locations. The document advocates for a focus on both tactical knowledge and emotional intelligence to effectively engage with diverse micro-groups of consumers. It provides examples of contextual advertising campaigns that increased brand awareness and engagement by placing ads in the appropriate settings.

1. Perry Kirk
Chief Imagination Officer

2. Sometimes I’ve believed as many
as six impossible things before
breakfast.
- said by the White Queen in Alice through the Looking Glass by Lewis Carroll

3. What Seems Impossible toYou?

4. Emotional Connection
Wonderland is a place of extreme emotion
where the characters have strong emotional
reactions to things around them.
Brands strive for that emotional connection.

5. Emotional Connections
Build Strong Brands
When asked about what constitutes an emotional connection
Brand Managers answered:
 Existing customers tell others about brand via
word-of-mouth
 Values of brand are similar to my own
 Using brand makes me feel good
 Customers tell others about brand via blogging and
other online activities
ANA Brand Management Survey 2010

6. Brand Building (Past)
Life Cereal commercial 1983

7. Brand Building (Past)
• EQ created the emotional connection of the
product by targeting consumers on a mass scale.
• Creative drove the advertising process
• In focus groups consumers relayed the emotion
of how their soap powder was like a ‘white
knight’ or other powerful sentiment associated to
the personality of the product.

8. Brand Building (Past)
• Advertising was a very linear process
with long planning cycles.
• John Wanamaker famously said, “I
know half the money I spend on
advertising is wasted, but I can never
find out which half.”

9. Brand Building (Now)

10. Brand Building (Now)
• The playing field has changed.
• The single mass market has turned into
multiple micro-groups, each with different
needs.
• This highlights the importance of both
tactical knowledge and emotional
intelligence.

11. Media Strategy
• Marketers must go hyper-local in order to
reach narrower and narrower segments.
• Hyper-local means local language, local
jargon, local stories, and local media assets.

12. The Big Idea(s)
• The single big idea has lost ground to small,
smartly placed, relevant ideas.
• The single big idea just isn't a scalable
proposition in advertising today.
• Relevance is one of the most important
currencies in communications.
• Smart, tactical use of custom messages in
different media at relevant times, locations and
environments is what creates engagement.

13. Right Media, Right Message

14. • A ploy that helped "Desperate
Housewives" become a hit for
ABC turned up during an
episode of the show, in another
example of how art imitates life
- and how advertising imitates
them both.
• "The dry-cleaning bags were
our big thing out of the ordinary
to not only expose our target
audience of women to the
show, but to get them to talk
about it.”
Mike Benson, senior vice president for marketing in Burbank,
Calif., of the ABC Entertainment division of ABC

15. .
In NewYork, Saatchi &
Saatchi created for
Folgers Coffee a one-of-
its-kind campaign that
featured pictures of a cup
of coffee that were placed
on steaming manhole
covers all over the city.
Copy: “Hey, CityThat
Never Sleeps. Wake up.
Folgers.”

16. Giant roulette wheel atVenice Marco PoloAirport. Copy: “Keep playing.”
People spend about 10 to 15 minutes waiting at the belt for their luggage.
Meanwhile they can guess on which number their piece of luggage will
land. VenetianCasino reported the visits increased by 60% since the eye-
catching ad appeared at the airport.

17. Context of an Ad could
often be as important as
the message itself.

21. Making Connections Matter

29. Making Connections Matter
…In a digital world

31. http://www.youtube.com/watch?v=LWXRub
Df1K0&feature=youtu.be

32. ChangeArtist: BELIEVES
• Change-challenged people tend to write off
ideas much too early, whereas Change Artists
take time to explore their top ideas more
thoroughly.
• All the great leaders, inventors, scientists and
artists of all time have had to keep going in
the face of naysayers, self-doubt, set
backs, and cynicism.
• Be a Change Artist in our real life Wonderland.

33. Be brave.
Have fun.

34. Thank you.