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The Rebirth of Advertising:
How to Get from the Gold Rush
to the Golden Age
David Berkowitz
Chief Strategy Officer, Sysomos
dberkowitz@sysomos.com
@dberkowitz / @sysomos
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
This talk was presented to the La French Touch NYC conference in June 2017.
See the notes field in the downloaded presentation for sources and other
related info. On Twitter, you can find hashtags from the conference via the
#LFTCNYC hashtag or following @LaFrenchTouchConf.
Note that this was originally called The End of Advertising. Then I realized
Forrester recently released a report with the same title (I then quoted it here),
and Andrew Essex also used that as a title for his book (also quoted here). The
title was also a bit misleading for this talk. This is about looking forward – not
at the end, but a new beginning.
Thanks for reading this. - David
Search AnalyzeEngageListenDiscover Publish
Sysomos Unified Integrated Platform
Sysomos is a unified integrated platform for earned, owned, and paid that helps you get in control and stay in control
of your digital strategy at scale, with the capabilities you need most (and without the stuff you’ll never use).
This is my one pitch slide for Sysomos, where I serve the marketing tech firm as their Chief Strategy
Officer. See more at sysomos.com, and contact me at dberkowitz@sysomos.com with any questions or
thoughts on how we can collaborate.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
And now, on with
our story…
We’re in a post-trust world
Agencies
Consumers
Marketers
Publishers
Tech
Companies
VC, PE
firms
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
Let’s play…
What’s wrong with
this picture?
Ads on top of ads! Do you
wonder why ad blockers
are popular?
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
GREEDY
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
Advertisers were pitted against publishers in a zero-
sum game where advertisers "win" by getting the
best inventory as cheaply as possible, and publishers
"win" by selling the worst inventory possible at the
highest price possible… Agencies and ad networks
fight to deliver profitable media buys because too
many people have their hand in the arbitrage cookie
jar.
- Judy Shapiro, CEO, engageSimply
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
DEVALUED
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
UGLY
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
Agencies and their clients need to recapture some of
the respect, fun and profitability of working in what
was once one of the most fulfilling and glamorous of
industries but has become a grim sweatshop for the
people who do the work.
-Michael Farmer, Madison Avenue Manslaughter
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
GRIM
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
The robots did not care whether you bought one
style of clothing or another, ate in one restaurant or
another, lived in one kind of housing or another...
Therefore, there was no need for advertising. If a fad
caught on… it all happened by word of mouth.
- Marshall Brain, Manna
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
DYSTOPIA
For the past 50 years, we’ve essentially pursued a
model called “command and control,” which is to
interrupt people in the rudest possible way with
something they didn’t ask to see, which is most
exemplified by interrupting a TV program at a
moment of great interest to show you a 30-second
toilet-paper spot.
-Andrew Essex, The End of Advertising
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
RUDE
It’s the online privacy nightmare come true: a
company you’ve never heard of scraping up your
data trails and online bread crumbs in order to mine
some of the most sensitive information about you.
-Kashmir Hill and Surya Mattu, Gizmodo
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
NIGHTMARE
Without express consent, most of us have passively
opened ourselves up to the commercial exploitation
of our attention just about anywhere and anytime. If
there is to be some scheme of zoning to stem this
sprawl, it will need to be mostly an act of will on the
part of the individual.
-Tim Wu, The Attention Merchants
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
EXPLOITATITVE
…We don’t want to waste time and money on a
crappy media supply chain.
-Marc Pritchard, Chief Brand Officer, P&G
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
CRAPPY
Society doesn't need advertising like it used to. People
have less time for interruption-driven media. At the same
time, they are putting more trust in intelligent agents to
guide their decisions.
-Forrester Research, “The End of Advertising”
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
USELESS
• No digital
• No TV
• Just NYC
• Created by a TV
show about
advertising
“On Monday night here in
Cannes, the campaign came
full circle, as it picked up gold
Lions in both the Outdoor and
Print & Publishing Lions
contests (and adding a silver
Lion in Print as well).”
- Adweek
It is a beautiful
campaign – simple,
elegant, powerful
visuals. But if it’s that
great, why not run it as
a major brand
campaign, not an OOH
stunt that seems
designed to solely win
awards and generate a
bit of PR?
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
RECYCLABLE
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
INVASIVE
The jury calls the ad “intrusive” and it wins one of the most prestigious awards. Granted, I thought it was
an innovative stunt, one that I’d have approved as the client if it could have worked without editing
Wikipedia (something too precious to too many people to mess with). It’s the disconnect between calling
something a stunt and some award-worthy, groundbreaking work that is jarring, especially when taking
into account the consumer’s perspective.
That sums up the disconnect between how ad
people think of ads and how the rest of the
world does. No wonder everyone hates us.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
GOLDEN AGE OF
RADIO
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
“Liberty, equality,
fraternity”
“Yup, we’re still
pretty racist”
A proper translation of our national mottos…
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
FIRST GOLDEN AGE
OF TV
America was prosperous. Everyone watched the same stuff. And
soap operas were the model for TV: the brand was behind and often
integrated with the programming.
The 1960s heralded the so-called Golden Age of Advertising. That’s when the
Flintstones were pushing Winstons. Do we really want to return to these days?
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
SECOND GOLDEN
AGE OF TV
This new Golden Age is epitomized by binge watching. And shows
that people binge typically have no ads – or they’re watched on-
demand when people can skip whatever ads originally aired.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
GOLDEN AGE
OF DIGITAL
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
A NEW GOLDEN
AGE… OF ADS?
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
HOPE
In America, we love hope!
We had the man from Hope!
We had hope and change!
And now we have even more hope!
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
TRANSPARENT
With blockchain for media, you’ll be able to have total
transparency… Because it’s a clear supply chain, it’ll also be
ad-tech players in that mix that will no longer be necessary.
If everybody has the same information, you won’t need
every single one of them.
Babs Rangalah, Executive Partner, IBM iX
Client bill of rights – Dave Smith
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
IMPACTFUL
Noting how kids without clean clothes often didn’t show up to
school, Whirlpool donated washers and dryers to communities
where kids struggled. 90% of kids participating increased school
attendance.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
RECIPROCAL
Adobe created its TV spot for Photoshop based on the work people
created with it. This kind of co-creation, or storymaking, is a great
way to put customers at the center of the marketing.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
VALUABLE
During the 2016 election season, Boost Mobile turned stores into
polling stations to make it easier for disenfranchised voters
(demographically, its customers) to vote.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
THOUGHTFUL
Thailand property development company AP Public Company
Limited found abandoned lots in neighborhoods without much
public space and transformed them into soccer fields.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
FUN
For The Art Institute of Chicago, Leo Burnett created real-life versions of Van
Gogh’s “The Bedroom” and allowed people to book the residence on
AirBNB.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
INFORMATIVE
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
CONSENSUAL
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
DOESN’T SHOW YOU THE SAME
AD OVER AND OVER AGAIN EVEN
AFTER YOU ALREADY BOUGHT IT
OR WERE ONLY RESEARCHING
SOMETHING FOR YOUR NIECE’S
GRADUATION PARTY
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
ADVERTISING =
RESPECTFUL
We are in the storytelling business, not necessarily the
advertising business. We’re in the advertising business as
long as it allows us to tell our stories to more people. When
it becomes a detriment – when it starts to turn people away
– it hurts our storytellers.
-Joe Marchese, President, Advertising Revenue, Fox
Networks Group
Of course, 30 Rock predicted
all this with their 10-second
sitcom, Makin’ It Happen
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
One request before we part ways:
Are you working on ushering in the
Golden Age of Ads,
leaving the Gold Rush behind?
I want to hear from you. Please contact me
(details are on the next slide).
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
Keep in touch! À bientôt!
• Email: dberkowitz@sysomos.com
• Sysomos: www.sysomos.com / @sysomos
• Twitter, LinkedIn, Instagram: @dberkowitz
• My blog: www.serialmarketer.net
Want to share this? Link: bit.ly/theendofads
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
Epilogue:
The Legend
of King
Dotcomidas
This story wasn’t shared during the talk, but I wrote it while
toying with the themes here and decided to include it.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
Once upon a time, there emerged a new king named Dotcomidas. He
wasn’t content to be a king though. He wanted to be one of the
gods – especially the god of Televisia, sitting in her golden throne.
To curry favor with Televisia, the king ordered his finest weavers to
create a garment for her – an impeccably tailored robe he called the
Cloak of Addressibility. Televisia, tantalized by the riches it would
bring her, accepted it, and offered him the reward of his choosing.
King Dotcomidas said he wished for everything he touched to turn
to gold.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
King Dotcomidas returned home and started touching everyone in
his kingdom. His reach expanded far and wide. Every time he
reached someone, he turned them into gold. By monetizing them,
he grew richer and richer. Their eyeballs proved to be the most
valuable of all, so he kept selling them.
As he sold more of them, there was a glut in the market. As the
price dropped, he had to sell more of his subjects’ eyeballs just to
maintain the value of his kingdom. When that wasn’t enough, he
had to create fake people and pretend they were also made of gold.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
But then, people were wondering if he should really be king. So they
dug moats and put up paywalls to block him. They turned their
backs and ignored him. They said, “Enough.” The subjects
surrendered to his touch when they felt compelled to visit some of
his realms, such as Googland, Facebookkan, and Amazonia, as well
as the dark and massive Desert of Pornlandia, but otherwise, the
king was shunned – whether protested, or ignored.
That left King Dotcomidas with a choice. He could choose to keep
his power or his people. If he kept wielding his power, his people
would turn on him. If he caved to his people, the King would need to
renounce his godly power and find a new path to fund his lavish
tastes.
“The robots did not care whether you bought one style of clothing or another,
ate in one restaurant or another, lived in one kind of housing or another... It
was all the same to them. Therefore, there was no need for advertising. If a
fad caught on… it all happened by word of mouth. “
Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations
1073-1075). BYG Publishing, Inc.. Kindle Edition.
He is currently agonizing over his
decision.
Which path will he choose?
To be continued…

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The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age

  • 1. The Rebirth of Advertising: How to Get from the Gold Rush to the Golden Age David Berkowitz Chief Strategy Officer, Sysomos dberkowitz@sysomos.com @dberkowitz / @sysomos
  • 2. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. This talk was presented to the La French Touch NYC conference in June 2017. See the notes field in the downloaded presentation for sources and other related info. On Twitter, you can find hashtags from the conference via the #LFTCNYC hashtag or following @LaFrenchTouchConf. Note that this was originally called The End of Advertising. Then I realized Forrester recently released a report with the same title (I then quoted it here), and Andrew Essex also used that as a title for his book (also quoted here). The title was also a bit misleading for this talk. This is about looking forward – not at the end, but a new beginning. Thanks for reading this. - David
  • 3. Search AnalyzeEngageListenDiscover Publish Sysomos Unified Integrated Platform Sysomos is a unified integrated platform for earned, owned, and paid that helps you get in control and stay in control of your digital strategy at scale, with the capabilities you need most (and without the stuff you’ll never use). This is my one pitch slide for Sysomos, where I serve the marketing tech firm as their Chief Strategy Officer. See more at sysomos.com, and contact me at dberkowitz@sysomos.com with any questions or thoughts on how we can collaborate.
  • 4.
  • 5. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. And now, on with our story…
  • 6. We’re in a post-trust world
  • 8. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Let’s play… What’s wrong with this picture?
  • 9.
  • 10. Ads on top of ads! Do you wonder why ad blockers are popular?
  • 11. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = GREEDY
  • 12.
  • 13. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Advertisers were pitted against publishers in a zero- sum game where advertisers "win" by getting the best inventory as cheaply as possible, and publishers "win" by selling the worst inventory possible at the highest price possible… Agencies and ad networks fight to deliver profitable media buys because too many people have their hand in the arbitrage cookie jar. - Judy Shapiro, CEO, engageSimply
  • 14. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = DEVALUED
  • 15.
  • 16.
  • 17. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = UGLY
  • 18.
  • 19. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Agencies and their clients need to recapture some of the respect, fun and profitability of working in what was once one of the most fulfilling and glamorous of industries but has become a grim sweatshop for the people who do the work. -Michael Farmer, Madison Avenue Manslaughter
  • 20. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = GRIM
  • 21.
  • 22. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. - Marshall Brain, Manna
  • 23. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = DYSTOPIA
  • 24.
  • 25. For the past 50 years, we’ve essentially pursued a model called “command and control,” which is to interrupt people in the rudest possible way with something they didn’t ask to see, which is most exemplified by interrupting a TV program at a moment of great interest to show you a 30-second toilet-paper spot. -Andrew Essex, The End of Advertising
  • 26. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = RUDE
  • 27.
  • 28. It’s the online privacy nightmare come true: a company you’ve never heard of scraping up your data trails and online bread crumbs in order to mine some of the most sensitive information about you. -Kashmir Hill and Surya Mattu, Gizmodo
  • 29. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = NIGHTMARE
  • 30.
  • 31. Without express consent, most of us have passively opened ourselves up to the commercial exploitation of our attention just about anywhere and anytime. If there is to be some scheme of zoning to stem this sprawl, it will need to be mostly an act of will on the part of the individual. -Tim Wu, The Attention Merchants
  • 32. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = EXPLOITATITVE
  • 33.
  • 34. …We don’t want to waste time and money on a crappy media supply chain. -Marc Pritchard, Chief Brand Officer, P&G
  • 35. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = CRAPPY
  • 36.
  • 37. Society doesn't need advertising like it used to. People have less time for interruption-driven media. At the same time, they are putting more trust in intelligent agents to guide their decisions. -Forrester Research, “The End of Advertising”
  • 38. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = USELESS
  • 39.
  • 40. • No digital • No TV • Just NYC • Created by a TV show about advertising
  • 41. “On Monday night here in Cannes, the campaign came full circle, as it picked up gold Lions in both the Outdoor and Print & Publishing Lions contests (and adding a silver Lion in Print as well).” - Adweek It is a beautiful campaign – simple, elegant, powerful visuals. But if it’s that great, why not run it as a major brand campaign, not an OOH stunt that seems designed to solely win awards and generate a bit of PR?
  • 42. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = RECYCLABLE
  • 43.
  • 44.
  • 45.
  • 46.
  • 47. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = INVASIVE
  • 48. The jury calls the ad “intrusive” and it wins one of the most prestigious awards. Granted, I thought it was an innovative stunt, one that I’d have approved as the client if it could have worked without editing Wikipedia (something too precious to too many people to mess with). It’s the disconnect between calling something a stunt and some award-worthy, groundbreaking work that is jarring, especially when taking into account the consumer’s perspective.
  • 49. That sums up the disconnect between how ad people think of ads and how the rest of the world does. No wonder everyone hates us.
  • 50. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. GOLDEN AGE OF RADIO
  • 51.
  • 52. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. “Liberty, equality, fraternity” “Yup, we’re still pretty racist” A proper translation of our national mottos…
  • 53. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. FIRST GOLDEN AGE OF TV
  • 54. America was prosperous. Everyone watched the same stuff. And soap operas were the model for TV: the brand was behind and often integrated with the programming.
  • 55. The 1960s heralded the so-called Golden Age of Advertising. That’s when the Flintstones were pushing Winstons. Do we really want to return to these days?
  • 56. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. SECOND GOLDEN AGE OF TV
  • 57. This new Golden Age is epitomized by binge watching. And shows that people binge typically have no ads – or they’re watched on- demand when people can skip whatever ads originally aired.
  • 58. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. GOLDEN AGE OF DIGITAL
  • 59.
  • 60. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. A NEW GOLDEN AGE… OF ADS?
  • 61. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. HOPE
  • 62. In America, we love hope!
  • 63. We had the man from Hope!
  • 64. We had hope and change!
  • 65. And now we have even more hope!
  • 66. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = TRANSPARENT
  • 67.
  • 68. With blockchain for media, you’ll be able to have total transparency… Because it’s a clear supply chain, it’ll also be ad-tech players in that mix that will no longer be necessary. If everybody has the same information, you won’t need every single one of them. Babs Rangalah, Executive Partner, IBM iX
  • 69. Client bill of rights – Dave Smith
  • 70.
  • 71. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = IMPACTFUL
  • 72. Noting how kids without clean clothes often didn’t show up to school, Whirlpool donated washers and dryers to communities where kids struggled. 90% of kids participating increased school attendance.
  • 73. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = RECIPROCAL
  • 74. Adobe created its TV spot for Photoshop based on the work people created with it. This kind of co-creation, or storymaking, is a great way to put customers at the center of the marketing.
  • 75. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = VALUABLE
  • 76. During the 2016 election season, Boost Mobile turned stores into polling stations to make it easier for disenfranchised voters (demographically, its customers) to vote.
  • 77. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = THOUGHTFUL
  • 78. Thailand property development company AP Public Company Limited found abandoned lots in neighborhoods without much public space and transformed them into soccer fields.
  • 79. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = FUN
  • 80. For The Art Institute of Chicago, Leo Burnett created real-life versions of Van Gogh’s “The Bedroom” and allowed people to book the residence on AirBNB.
  • 81. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = INFORMATIVE
  • 82.
  • 83. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = CONSENSUAL
  • 84.
  • 85. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = DOESN’T SHOW YOU THE SAME AD OVER AND OVER AGAIN EVEN AFTER YOU ALREADY BOUGHT IT OR WERE ONLY RESEARCHING SOMETHING FOR YOUR NIECE’S GRADUATION PARTY
  • 86.
  • 87. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. ADVERTISING = RESPECTFUL
  • 88.
  • 89. We are in the storytelling business, not necessarily the advertising business. We’re in the advertising business as long as it allows us to tell our stories to more people. When it becomes a detriment – when it starts to turn people away – it hurts our storytellers. -Joe Marchese, President, Advertising Revenue, Fox Networks Group
  • 90. Of course, 30 Rock predicted all this with their 10-second sitcom, Makin’ It Happen
  • 91. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. One request before we part ways: Are you working on ushering in the Golden Age of Ads, leaving the Gold Rush behind? I want to hear from you. Please contact me (details are on the next slide).
  • 92. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Keep in touch! À bientôt! • Email: dberkowitz@sysomos.com • Sysomos: www.sysomos.com / @sysomos • Twitter, LinkedIn, Instagram: @dberkowitz • My blog: www.serialmarketer.net Want to share this? Link: bit.ly/theendofads
  • 93. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Epilogue: The Legend of King Dotcomidas This story wasn’t shared during the talk, but I wrote it while toying with the themes here and decided to include it.
  • 94. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. Once upon a time, there emerged a new king named Dotcomidas. He wasn’t content to be a king though. He wanted to be one of the gods – especially the god of Televisia, sitting in her golden throne. To curry favor with Televisia, the king ordered his finest weavers to create a garment for her – an impeccably tailored robe he called the Cloak of Addressibility. Televisia, tantalized by the riches it would bring her, accepted it, and offered him the reward of his choosing. King Dotcomidas said he wished for everything he touched to turn to gold.
  • 95. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. King Dotcomidas returned home and started touching everyone in his kingdom. His reach expanded far and wide. Every time he reached someone, he turned them into gold. By monetizing them, he grew richer and richer. Their eyeballs proved to be the most valuable of all, so he kept selling them. As he sold more of them, there was a glut in the market. As the price dropped, he had to sell more of his subjects’ eyeballs just to maintain the value of his kingdom. When that wasn’t enough, he had to create fake people and pretend they were also made of gold.
  • 96. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. But then, people were wondering if he should really be king. So they dug moats and put up paywalls to block him. They turned their backs and ignored him. They said, “Enough.” The subjects surrendered to his touch when they felt compelled to visit some of his realms, such as Googland, Facebookkan, and Amazonia, as well as the dark and massive Desert of Pornlandia, but otherwise, the king was shunned – whether protested, or ignored. That left King Dotcomidas with a choice. He could choose to keep his power or his people. If he kept wielding his power, his people would turn on him. If he caved to his people, the King would need to renounce his godly power and find a new path to fund his lavish tastes.
  • 97. “The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition. He is currently agonizing over his decision. Which path will he choose? To be continued…

Editor's Notes

  1. The proliferation of advertising into every bit of physical and digital space available has come with a price. During this Gold Rush, people are viewed as data, and that data is used and abused in ways that consumers never signed up for, and the consumer backlash is getting more vocal. In the process, marketers, agencies, publishers, and technology companies are quick to blame each other, and trust among everyone is eroding. But there is hope for a better approach, one built on respect, transparency, consent, and value. Follow the path from the Gold Rush to the next Golden Age, and see what it will take to get there. Along the way, meet some of the pioneers and heroes in the ad industry who are trying to do things right. http://mrktr.net/theendofads
  2. http://mrktr.net/theendofads https://lafrenchtouchconference.net/new_york/2017/home/program/
  3. A UNIFIED, INSIGHTS-DRIVEN SOCIAL PLATFORM - Empowering marketers to easily Search, Discover, Listen, Publish, Engage, and Analyze at scale across earned, owned, and paid media. Powerful stand-alone apps; even better when used together. - One workspace www.sysomos.com
  4. http://screenplayhowto.com/beat-sheet/true-romance/
  5. http://screenplayhowto.com/beat-sheet/true-romance/
  6. Ad from Snopes showing banner ad on top of 350x200
  7. Ad from Snopes showing banner ad on top of 350x200
  8. http://gizmodo.com/how-a-company-you-ve-never-heard-of-sends-you-letters-a-1795643539?rev=1497897714394
  9. http://adage.com/article/digitalnext/blame-current-ad-tech-trust-gap/308215/?utm_campaign=SocialFlow&utm_source=Twitter&utm_medium=Social
  10. http://adage.com/article/digitalnext/blame-current-ad-tech-trust-gap/308215/?utm_campaign=SocialFlow&utm_source=Twitter&utm_medium=Social
  11. They use the same image again!
  12. http://gizmodo.com/how-a-company-you-ve-never-heard-of-sends-you-letters-a-1795643539?rev=1497897714394
  13. Agencies and their clients need to recapture some of the respect, fun and profitability of working in what was once one of the most fulfilling and glamorous of industries but has become a grim sweatshop for the people who do the work. Farmer, Michael. Madison Avenue Manslaughter: An Inside View of Fee-Cutting Clients, Profithungry Owners and Declining Ad Agencies (Kindle Locations 350-351). LID. Kindle Edition.
  14. http://gizmodo.com/how-a-company-you-ve-never-heard-of-sends-you-letters-a-1795643539?rev=1497897714394
  15. “This will sound surprising, but one of the bigger differences was the lack of advertising. The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition.
  16. “This will sound surprising, but one of the bigger differences was the lack of advertising. The robots did not care whether you bought one style of clothing or another, ate in one restaurant or another, lived in one kind of housing or another... It was all the same to them. Therefore, there was no need for advertising. If a fad caught on… it all happened by word of mouth. “ Brain, Marshall. Manna: Two Visions of Humanity's Future (Kindle Locations 1073-1075). BYG Publishing, Inc.. Kindle Edition.
  17. https://www.nytimes.com/2017/06/18/books/andrew-essex-talks-about-end-of-advertising.html?_r=1
  18. http://www.washingtontimes.com/news/2016/nov/20/book-review-the-attention-merchants-the-epic-scram/ https://www.amazon.com/dp/B01AEPSWB4/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1
  19. https://www.amazon.com/dp/B01AEPSWB4/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1
  20. http://www.campaignlive.co.uk/article/procter-gamble-chief-issues-powerful-media-transparency-rallying-cry/1422599 https://adexchanger.com/ad-exchange-news/pgs-pritchard-dont-want-waste-time-money-crappy-media-supply-chain/
  21. https://www.forrester.com/report/The+End+Of+Advertising+As+We+Know+It/-/E-RES137501?objectid=RES137501 http://adage.com/article/digital/forrester-sees-advertiser-revolt-beginning-end/308886/ http://www.thedrum.com/news/2017/05/24/forrester-says-it-s-end-times-digital-and-display-advertising
  22. Society doesn't need advertising like it used to. People have less time for interruption-driven media. At the same time, they are putting more trust in intelligent agents to guide their decisions. 
  23. No digital No TV even! Just NYC – they’re not ‘owning’ this campaign And it comes from a TV show http://www.adweek.com/creativity/50-years-later-heinz-approves-don-drapers-pass-the-heinz-ads-and-is-actually-running-them/heinz_fries_final/
  24. No digital No TV even! Just NYC – they’re not ‘owning’ this campaign And it was created by a TV show about advertising http://www.adweek.com/creativity/the-unlikely-journey-of-3-heinz-ketchup-ads-from-mad-men-to-the-real-world-to-cannes/ http://www.adweek.com/creativity/50-years-later-heinz-approves-don-drapers-pass-the-heinz-ads-and-is-actually-running-them/heinz_fries_final/
  25. On Monday night here in Cannes, the campaign came full circle, as it picked up gold Lions in both the Outdoor and Print & Publishing Lions contests (and adding a silver Lion in Print as well). http://theinspirationroom.com/daily/awards/2013/cannes_gold_outdoor_lion.jpg
  26. http://www.adweek.com/creativity/burger-kings-outstanding-outrageous-google-home-stunt-snags-direct-grand-prix-at-cannes/
  27. http://www.adweek.com/creativity/burger-kings-outstanding-outrageous-google-home-stunt-snags-direct-grand-prix-at-cannes/
  28. http://www.adweek.com/creativity/burger-kings-outstanding-outrageous-google-home-stunt-snags-direct-grand-prix-at-cannes/
  29. http://www.adweek.com/creativity/burger-kings-outstanding-outrageous-google-home-stunt-snags-direct-grand-prix-at-cannes/
  30. https://adexchanger.com/ad-exchange-news/pgs-pritchard-dont-want-waste-time-money-crappy-media-supply-chain/
  31. So this is why everyone hates us http://wfiles.brothersoft.com/t/the_simpsons_hd_wallpaper_60495-1920x1200.jpg
  32. http://i.ebayimg.com/00/s/MTYwMFgxMjMw/z/7MEAAOSwa~BYYve7/$_3.JPG
  33. French coin: https://en.wikipedia.org/wiki/Libert%C3%A9,_%C3%A9galit%C3%A9,_fraternit%C3%A9#/media/File:France_20_francs_1851.jpg https://en.wikipedia.org/wiki/E_pluribus_unum#/media/File:1807_half_dollar_rev.jpg
  34. Ads are the TV https://www.youtube.com/watch?v=U-JqorHbiGM
  35. And in the Golden Age of ads, in the 1960s, you had cartoon characters lighting up Winstons. Who wants to return to this? https://en.wikipedia.org/wiki/Winston_tastes_good_like_a_cigarette_should
  36. No ads
  37. http://www.moretechtips.net/2011/12/setting-up-your-first-google-adwords.html Was Google the closest thing we had to a Golden Age of ads so far? It understands intent and gives you something relevant. The most relevant advertisers paid less – transformative!
  38. https://giphy.com/gifs/justin-hope-hoping-fingers-crossed-l0NwNrl4BtDD7JCx2/
  39. https://www.pinterest.com/pin/427138345888821213/
  40. Donald Trump – full of hope
  41. http://www.huffingtonpost.com/entry/video-could-blockchain-improve-advertising-transparency_us_594a3119e4b0c24d29f478b8
  42. “With blockchain for media, you’ll be able to have total transparency – who’s getting what, exactly what each company is doing, why they’re getting paid that. A lot of the issues in programmatic … are the kind of things that, done right, blockchain can help solve. I’m looking to help the programmatic space by building a blockchain for that.” “Because it’s a clear supply chain, it’ll also be ad-tech players in that mix that will no longer be necessary,” he says. “If everybody has the same information, you won’t need every single one of them. Babs Rangalah http://www.huffingtonpost.com/entry/video-could-blockchain-improve-advertising-transparency_us_594a3119e4b0c24d29f478b8
  43. http://mediasmith.com/mediasmith-client-bill-rights/
  44. http://yourquestions.mcdonalds.ca/ Heading up customer service at McDonald’s can’t be a fun job, as the brand’s an easy punching bag. Yet McDonald’s in Canada launched a program dubbed “Our Food, Your Questions” where it fields many of the tougher questions that consumers answer, effectively disarming some critics.
  45. https://www.amazon.com/dp/B01AEPSWB4/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1
  46. https://carecounts.whirlpool.com/ Whirlpool Care Counts https://www.youtube.com/watch?v=oxbipSM8GmA
  47. http://www.adobe.com/products/photoshop/25-year-anniversary.html Dream On spot https://www.youtube.com/watch?v=QmYc1MNJaQc Adobe is a consistent storymaking brand. It featured customers’ art in its TV spot celebrating the 25th anniversary of Photoshop.
  48. www.boostyourvoice.com http://assets.creativity-online.com/images/work/print/b/o/o/BoostMobile_BoostYourVoice16.jpg http://creativity-online.com/work/boost-mobile-boost-your-voice/49348
  49. Thailand property development company AP Public Company Limited found abandoned lots in neighborhoods without much public space and transformed them into soccer fields. http://www.boredpanda.com/new-project-from-cjworx-for-ap-thailand-the-unusual-football-field/
  50. http://www.adweek.com/creativity/leo-burnett-built-livable-model-van-goghs-bedroom-you-can-rent-airbnb-169610/
  51. http://www.balticseaproject.org/en/the-aland-index-and-the-baltic-sea-card http://adage.com/article/special-report-cannes-lions/meet-graham-mailchimp-cyber-grand-prix/309502/ How it works: 1. East Chart is coupled to Aland index 2. On the basis of your credit card purchases , you can easily comply with your environmental impact 3. The payment system uses Aland index to calculate the environmental impact per card transaction based on the merchant industry ( eg petrol station , clothing store ) . 4. On the credit card invoice is presented , in addition to the usual compilation , although the personal environmental impact , your carbon footprint in both grams and the euro . 5. We offer an opportunity to offset its environmental impact by  Behavior Changes  Funding to local or global environmental initiatives
  52. https://www.amazon.com/dp/B01AEPSWB4/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1
  53. “We are in the storytelling business, not necessarily the advertising business,” he said at a press conference at Cannes Lions. “We’re in the advertising business as long as it allows us to tell our stories to more people. When it becomes a detriment – when it starts to turn people away – it hurts our storytellers. http://www.thedrum.com/news/2017/06/21/six-seconds-enough-time-tell-brand-story-it-fox-the-first-broadcaster-follow-youtube
  54. http://www.thedrum.com/news/2017/06/21/six-seconds-enough-time-tell-brand-story-it-fox-the-first-broadcaster-follow-youtube “Unfortunately we haven’t found the right mix of ad products yet, but one of the things we’re looking at is how to make the most of people’s time. We don’t have to use as much as possible; we can get creative and tell the message in a short form way.”
  55. But 6 is too long! What if we did it for 3? http://goldfishads.com/
  56. Of course, 30 Rock predicted all this with their 10-second sitcom, Makin’ It Happen https://www.youtube.com/watch?v=J6iRRgykyr4
  57. One request before we part ways: Are you working on ushering in the Golden Age of Ads, leaving the Gold Rush behind? I want to hear from you. Please contact me (details are on the next slide).
  58. The Legend of King Dotcomidas Once upon a time, there emerged a new king named Dotcomidas. He wasn’t content to be a king though. He wanted to be one of the gods – especially the god of Televisia, sitting in her golden throne. To curry favor with Televisia, the king ordered his finest weavers to create a garment for her – an impeccably tailored robe he called the Cloak of Addressibility. Televisia, tantalized by the riches it would bring her, accepted it, and offered him the reward of his choosing. King Dotcomidas said he he wished for everything he touched to turn to gold. King Dotcomidas returned home and started touching everyone in his kingdom, and his reach was tremendous. His reach expanded far and wide. Every time he reached someone, he turned them into gold. By monetizing them, he grew richer and richer. Their eyeballs proved to be the most valuable of all, so he kept selling them. As he sold more of them, there was a glut in the market. As the price dropped, he had to sell more of his subjects’ eyeballs just to maintain the value of his kingdom. When that wasn’t enough, he had to create fake people and pretend they were also made of gold. But then, people were wondering if he should really be king. So they dug moats and put up paywalls to block him. They turned their backs and ignored him. They said, “Enough.” The subjects surrendered to his touch when they felt compelled to visit some of his realms, such as Googland, Facebookkan, and Amazonia, as well as the dark and massive Desert of Pornlandia, but otherwise, the king was shunned – whether protested, or ignored. That left King Dotcomidas with a choice. He could choose to keep his power or his people. If he kept wielding his power, his people would turn on him. If he caved to his people, the King would need to renounce his godly power and find a new path to fund his lavish tastes. He is currently agonizing over his decision. Which path will he choose?
  59. The Legend of King Dotcomidas Once upon a time, there emerged a new king named Dotcomidas. He wasn’t content to be a king though. He wanted to be one of the gods – especially the god of Televisia, sitting in her golden throne. To curry favor with Televisia, the king ordered his finest weavers to create a garment for her – an impeccably tailored robe he called the Cloak of Addressibility. Televisia, tantalized by the riches it would bring her, accepted it, and offered him the reward of his choosing. King Dotcomidas said he he wished for everything he touched to turn to gold. King Dotcomidas returned home and started touching everyone in his kingdom, and his reach was tremendous. His reach expanded far and wide. Every time he reached someone, he turned them into gold. By monetizing them, he grew richer and richer. Their eyeballs proved to be the most valuable of all, so he kept selling them. As he sold more of them, there was a glut in the market. As the price dropped, he had to sell more of his subjects’ eyeballs just to maintain the value of his kingdom. When that wasn’t enough, he had to create fake people and pretend they were also made of gold. But then, people were wondering if he should really be king. So they dug moats and put up paywalls to block him. They turned their backs and ignored him. They said, “Enough.” The subjects surrendered to his touch when they felt compelled to visit some of his realms, such as Googland, Facebookkan, and Amazonia, as well as the dark and massive Desert of Pornlandia, but otherwise, the king was shunned – whether protested, or ignored. That left King Dotcomidas with a choice. He could choose to keep his power or his people. If he kept wielding his power, his people would turn on him. If he caved to his people, the King would need to renounce his godly power and find a new path to fund his lavish tastes. He is currently agonizing over his decision. Which path will he choose?