Creative Social recently published the book Digital Advertising: Past, Present, and Future (http://www.lulu.com/product/paperback/digital-advertising-past-present-and-future/13032597). This presentation pulls together some of the views of the authors and provides a view on some of the issues which may well influence the future of advertising and what this might mean for the agency of the future. It was first presented at Thesedays Brand New Day conference (www.brandnewday.com/). If you are interested in one of the authors presenting at one of your conferences, please e-mail daniele@creativesocial.com.

1. THE FUTURE OF ADVERTISING...
@creativesocial

5. “Social media isn’t a fad,
it’s a fundamental change in the way we
communicate”
Erik Qualman, Socialnomics

7. What is the purpose of brand?

8. “Brands only exist because they help
consumers make buying decisions without
using too much brain power”
Robin Wight, Engine Group

11. Is it still all about the big idea?

14. JAPANESENESS
+
TECHNOLOGY
+
PRODUCT

18. Have we been targeting the
wrong people?

19. www.exactitudes.com

22. Are agencies set up for this
new landscape?

24. Art Director + Copywriter

25. Art Director + Copywriter

26. Art Director + Copywriter
Other specialist Creative
IA/UE
Technologist
Planner
Social Media
Specialist

27. Art Director + Copywriter
Other specialist Creative
IA/UE
Technologist
Planner
Social Media
Specialist

28. Art Director + Copywriter
Other specialist Creative
IA/UE
Technologist
Planner
Social Media
Specialist

29. Art Director + Copywriter
Search Creatives
specialist
IA/UE
Technologist
Planner
Social Media
Specialist

30. OTHER CHARACTERISTICS OF
THE AGENCY OF THE FUTURE

31. Social at its core
[Providing ideas that people can belong to]

32. Return to full service
[Strategic Media and Creative thinking can no longer sit in silos]

33. Connection back to people
[Ban the word consumer. We are speaking to people like ourselves]

34. More strategic suits
[Planning should not sit in a silo]

35. Independent spirit
[Flexibility to do it your way]

36. Egoless
[Ideas can come from anywhere]

37. Collaboration
[Internally. Other Agencies. Media Owners. Customers]

38. Profero London Anomaly NY
Iconmedialab Milan W&K London

40. “But aside from the creatives, the crew and the performer, this
seemingly 'simple' thing is the product of a team of people who
came together in a way that I've personally never witnessed
before. The social media guys who figured out the who and
where, spotting the opportunities, pulling out the gems and
putting them cleverly back into the world. The tech guys who
pulled together a super smart workflow system which
underpinned this production. The editors who edited all that stuff
as it happened. All the people around the set. The account
people. Planners. Media folk. PR. All working in real time to
produce and distribute internet-primed content of amazing
quality. And you'd imagine that this kind of thing would require a
great producer to pull off. And you'd be right.”
Ian Tait, Wieden & Kennedy

41. Being good
[Strong values.]

42. A new financial model
[Sharing own risk and reward. Creating own IPR]

43. THE FUTURE OF ADVERTISING..
.....IS NOT ADVERTISING

45. “We need to move from a world where we are marketing
to people to one where people are marketing to each
other on our behalf”
Mark Earls

46. www.delicious.com/danielefiandaca/bnd2011
Daniele Fiandaca
@yellif
@creativesocial
danielefiandaca@me.com
www.creativesocialblog.com