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TBWA\Hunt\Lascaris The Future of Advertising


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The Wall Street Journal called him the "World's leading media futurist." We called him a genius. Gerd Leonhard recently came to TBWA\Hunt\Lascaris JHB to inspire and inform us about convergence the future of marketing.

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TBWA\Hunt\Lascaris The Future of Advertising

  1. 1. The Future of Advertising and Marketing Gerd Leonhard Johannesburg, March 29, 2010
  2. 2. *but Control ! Money Egosystem ! Ecosystem
  3. 3. Trust: Risks & Rewards: Example: Ford
  4. 4. Closed vs Open...
  5. 5. Old ‘Broadcast’ Business: shrinking, and costly
  6. 6. New Networked Business: exploding
  7. 7. Welcome to Communication 2.0 De-centralized Mobile Cross-Media Interactive Real-Time
  8. 8. A key realization: Networked People Innovate Faster
  9. 9. A Mobile, Engaged, Connected Culture
  10. 10. Soon: the Mobile becomes ‘The Internet’ s ? e s s in b u U R Y O g e a n ch is ll th wi o w H
  11. 11. Expect 30+% of all Advertising to shift to digital, interactive, mobile, social, video, in the next 2-3 years
  12. 12. The rising tide may be delayed but it is coming!
  13. 13. Source: Slideshare
  14. 14. It used to be... “Option” “Extra” Default
  15. 15. Soon: The New Premium The new Normal
  16. 16. Content is first a Service & an Experience - and only then (maybe) a Product.
  17. 17. How commerce has changed Transaction Transaction Trust Dominance Audience Attention Masses + Attraction & Money = Attention Reach
  18. 18. Now, Conversation beats Monolog gleonhard
  19. 19. A new Marketing Paradigm emerges
  20. 20. Social Media beats eMail, Video beats Search
  21. 21. Stop Pushing Start Pulling
  22. 22. Free gets you to a place where you can get paid. Quote by Fred Wilson, Union Square Ventures
  23. 23. Advertising / Branding / Marketing 2.0: Interruption costs Money Engagement costs Control
  24. 24. Social Media is “Customer Relationship Management”
  25. 25. Noise ! Attraction
  26. 26. A huge opportunity for Brands & Marketers Source: Ruder-Finn Study Feb 2010
  27. 27. Magazine Publishers & Tablet Devices
  28. 28. User Interfaces make all the difference The computer is work. The iPhone is ... kind of work. The iPad / Tablet is... not work
  29. 29. Advertising for lean-back consumption...just like content
  30. 30. Expect more of this: Real-Life + Mobile + Internet Imagine what this could do for personalized, engaged, conversational marketing Source: Wikitude / Youtube
  31. 31. Google Goggles: imagine this with People
  32. 32. Old
  33. 33. New Hat tip to Brian Solis TNN: Twitter News Network
  34. 34. Future of Communication: Keywords When you’re out and about... With(in) your tribe Strangers & people like me At the right time, always With complete transparency Under my exclusive control Because I (do / don’t) trust u
  35. 35. Our entire media & communications infrastructure - the “Extension of Man” (McLuhan) - is becoming Real-Time
  36. 36. Do we still need “Advertising” once we are all connected?
  37. 37. Now: “Stage Experiences” Source:
  38. 38. Source: Flickr Desert Diva
  39. 39. In this ‘Experience’ - centric world, Storytelling is more crucial than ever before - and the way we tell stories is drastically changing
  40. 40. Source: Slideshare
  41. 41. versus
  42. 42. Free gets you to a place where you can ask to get paid. Quote by Fred Wilson, Union Square Ventures
  43. 43. Hybrid Models in many variations
  44. 44. The captive audience is dying
  45. 45. “Trust is the most important currency online, so to build it we adhere to three principles of open information: value, transparency, and control” Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog
  46. 46. Social Business...Trust Osmosis s t Tru ru st T
  47. 47. “Only timely and relevant communications”
  48. 48. Social Media is “Customer Relationship Management”
  49. 49. Brands are now... hers P ublis Broad casters M edia C ont ent
  50. 50. Think Data. Carefully.
  51. 51. Expect 30+% of all Advertising to shift to digital, interactive, mobile, social, video, in the next 2 years *with local variations Action Item: Lead - don’t follow
  52. 52. Count on this to fuel your success
  53. 53. First Step: Listen
  54. 54. Marketers are Remixers
  55. 55. Marketing = Staging Experiences
  56. 56. Around the core...!
  57. 57. Thanks for your attention! email me at facebook: gleonhard