A lecture I had in Aalto University in "Brands in Strategic Marketing"-course on 14.2.2011. Talking about advertising agency role in brand building from the planning perspective.

1. Riku Vassinen: Truth & Top-of-Mind

3. Advertising is not
science.

4. Advertising=
Art serving capitalism.
Jeff Goodby

5. Brief history of
advertising.

6. First, it was telling
about products.

10. Then, about the users
of the products.

14. And then came a
(small) revolution.

16. AD which actually
told the truth.

17. ...sort of.

18. And then all the hell
has broken loose.

22. And then came the
Internet.

24. and Facebook...

26. and Guinness world
records...

28. or Brasilian rainforests meet
Brasilian waxing in weird sort of
discounting charity campaign...

30. Now advertising can
say basically anything.

31. Advertising channels
can be anything.

32. As long as it is selling
stuff.

33. Why you need an
advertising agency to help
you with brand building ?

34. We know your future
customers.

35. From 4P´s to
2T´s

37. Truth
&
Top-of-mind

38. TOP-OF-MIND
TRUTH

39. TOP-OF-MIND
ADVERTISING PROMOTION PR
TRUTH
EXPERIENCE BRAND WORD-OF-MOUTH

40. TOP-OF-MIND
ADVERTISING PROMOTION PR
BRANDED CONTENT CHARITY EVENTS
SERVICES TRUTH APPLICATIONS
FAN PAGES ONLINE REVIEWS RECOMMENDATION
EXPERIENCE BRAND WORD-OF-MOUTH

41. Sorry Jack.
People can now handle
the truth.

42. Advertising reveals
and amplifies the
truth of the brand.

43. The Process.

44. BRIEF
CREATIVE BRIEF
CREATIVE

45. The players.

46. CLIENT
PLANNER CREATIVES
knows
the knows know the
BRAND. the consumer. creative process.

47. BRIEF CLIENT
CREATIVE BRIEF PLANNER
CREATIVE CREATIVES

48. BRIEF CLIENT
TARGET AUDIENCE BUSINESS TARGETS
BRAND PERSONA BRAND INSIGHT
CREATIVE BRIEF PLANNER
AUDIENCE INSIGHT DESIRED AUDIENCE ACTION
CREATIVE CREATIVES
TV PRINT SOCIAL MEDIA BRANDED CONTENT

49. It´s about finding the sweet spot
AUDIENCE INSIGHT
&
ACTION
BRAND INSIGHT
&
ACTION

50. Planning starts by
accepting the truth.

51. Every brand pros & cons
Bad things:
• Your brand is not interesting.
• People hate advertising.
Good things:
• Every brand has some interesting angle.
• People love interesting content.

52. My bible.
Do not make ads.
Serve your consumers. Entertain your consumers. Move them.
Emotionally. And then to your store as well.
Do stuff, that people talk about. Do that stuff together with them. Do
not talk to them them, talk with them. Make your every word be a call-
to-action.
Let me correct that.
Call-to-arms.
Be interesting by doing interesting stuff. And if your stuff does not
offend anyone, you have not tried hard enough. Negative feedback is
not a failure. No feedback is.
Basically, show that you give a damn. And the cash will follow.

53. Recommended reading

54. Recommended watching

55. More old school ads in:
www.vintageadbrowser.com

56. http://facebook.com/N2SocialMediaHub