The document discusses the significant influence of social media on advertising and brand communication, emphasizing the shift from targeting individuals to engaging communities around shared ideas. Brands are urged to foster connections that allow consumers to discuss and interact with bold concepts rather than just repeating messages. The need for new marketing strategies that focus on shared values and community-driven initiatives is highlighted, as this approach is seen as the path to success in modern advertising.

1. Hey brand, talk to us.
CREDITS: DIYANA KAMARUZA ON FLICKR By Isabelle Quevilly, May 2012

2. CREDITS: TOTHEFOREST ON FLICKR
“People now trust each other more than the media.”
- Alastair Campbell, Worlds Collide

3. Not only media are social
Since 2009, social media have started to invade our communication
plans.
Today, I believe we’re at a point where we need to think bigger. The
impact social media had on people, societies, companies, goes way
beyond and people expect brands to BE, ACT and TALK social.
And that happens beyond your facebook page and Twitter account.

4. From "you" to "us"
The most advanced brands are starting to shift from adressing
individual’s needs in their advertising to actually conceive products
that are enabling a community to gather around the ideas they
love.

5. Your consumer is a GROUP
As said in this interview, our business is to create strong and
provocative relationships that set the stage for ongoing
conversations. What this means, is that our job is no more to
reach out to one individual, to tell him several times the same
things until he digest and acts. THIS IS NO MORE TRUE.
Today, we have to get a group to talk about a bold idea we put out
there.
http://simonmainwaring.com/creativity/the-future-of-tv-advertising-and-social-media-by-dan-wieden/

6. Which is exactly what this campaign does.

7. Media advertising is the icing
Adressing the group requires new sets of expertise for the
company, including building the platforms where the group can
connect, discuss and share.
The marketing group shall become an incubator of ideas, always
ready to try out and launch new things for the community to react
on.
http://www.rga.com/about/featured/platforms-and-campaigns

8. Shared values. Not trends.
New way to success being to provide relevant answers for the
community of people they make busines with, that could
potentially production on demand. This can happen by working on
the values and interests people express more than working from
market trends as we do today.
CREDITS: TRISARAHTOPS ON FLICKR

9. @DigitalPlanner
This deck is made to help the advertising community
think different. It will hopefully start conversations and
sparkle new ideas. It is yours to steal, comment and
share!
Crafted by Isabelle Quevilly. London. May 2012