4. Friedrich Tromm
riter
Cre ative Director Copyw
41 Stefan Nagel
Phone: +4916210617
gency.com Creative Director Art
E-Mail: friedrich@try-no-a
Phone: +491793986212
E-Mail: stefan@try-no-agency.com

5. 6
o p er at io ns

6. rketing today
“M ass ma
is a m ass mi stake.“
onalds 2004
hief Marketin g Officer, McD
Larry Light, C

7. ?

8. http://www.youtube.com/watch?v=gDW_Hj2K0wo

9. 83 7 5 TV Spots
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

10. 5611
Radio Spots
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

11. 16 9 3 Pr int Ads
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

12. 3000
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

14. “That d oes not feel like advertisement
anymore; but li ke a war that the economy
fights against the people.“
Peter Glaser, Vanity Fair 21/08

20. http://www.youtube.com/watch?v=EkThfAYF_-Q

21. T HE FAC TS
and the
FIG UR ES

22. of the viewers can remember
12-13% a TV-Spot.
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

23. of consumers do not believe companies
76% are telling the truth in their advertising.
(Source: GfK Marktforschung)

24. of TV advertising in Germany
82% is generating a negative ROI.
(Source: Deutsche Bank Studie, GfK Studie, Nielsen Media Research Studie, Mediaedge)

25. 1965: 80% of 18-49 year olds
could be reached with only 3 TV-Spots.
2002: 117 Prime-Time Spots
to reach the same result.
(Source: Jim Stengel, Global Marketing Officer,P&G)

27. Ad-market: 51% growing in 2002
TV growth rate: 76%
Spendings in 2010:
10.000.000.000
Bodycount US:
Bodycount Russia:
19$
500$

29. http://www.youtube.com/watch?v=DkOHsjZKBB0

32. not the strongest of the species
“It is
survive, nor the m ost intelligent,
that
e one most respon sive to change!“
but th
charles darwin 1849

33. 767 Mio.US$ less marketingbudget
by the Top 25 Companys in the US in 2007.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

34. P&G reduced its marketingbudget by 25%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

35. Telekom reduced its marketingbudget by 53%.
(Sources: New York Times, AdAge, Brand Eins, Die Zeit, Wall Street Journal)

36. N O W
W HAT ?

38. G O O D
N E W S !

41. BRAND

43. R ETURN
ON
I NVESTMENT

44. R ETURN
ON
I NVOLVEMENT

45. digi tal heart

46. H O W ?

49. Operations.
pass
The
By

50. 1.

51. C re ate
a ttrac tive
P rod ucts.

56. ink the future of
“We th
great p roducts
adver tising is
that have ma rketing
emb edded in them.“ 006
er + Bogu sky, October 2
O , Crispin Port
Jeff Hicks, CE

58. j ust do it.

61. http://www.youtube.com/watch?
v=wLyFlDAikac&feature=PlayList&p=D1785FD850CB113F&playnext=1&playnext_from=PL&index=36

64. http://www.youtube.com/watch?v=t_Ckhz-rzvw

65. So ld!
ILL ION
3 .2 M

66. Don‘t make money.

67. Make meaning.

68. Meaning makes money.

69. 2.

70. Create Confidence.

71. Do n ‘t get lost
i n tra nsla tion.

72. What's good
for a Russian
is deadly
for a German.

77. http://www.youtube.com/watch?v=XQcVllWpwGs

78. Know your audience.

79. 3.

80. e
eatns.
Cr o
Con versati

81. “ Markets are conversations.“
Cluetrain Manifesto

85. “I define advertising as a conversation
starter. Interrupt ion does not cut
it anymore.. . you either get
e talking... or not hing happens.“
peopl
Krasselt
Marschall Ross CCO Cramer-

97. http://www.youtube.com/watch?v=XQcVllWpwGs

99. Observe and listen.

100. 4.

101. Cr eate
Cont ent.

102. ys job is t o create
“ The agenc
con tent so va luable and
at consum ers would
usefull th
to live wi thout it.“
not want
sky
, Crisp in Porter + Bogu
Jeff Hicks, CEO

105. ADD VALUE
T HROUGH
CONT ENT!

110. http://www.youtube.com/watch?v=fKuG0MaY39Q

111. Be relevant.

112. 5.

113. Create new
Conn ints.
ection Po

114. in the bu siness of
“W e are not
media co mpanies
kee ping the
re in the business
al ive. We a
with con sumers.“
of connecting
ike
tegory Management, N
s, Glob al Brand & Ca
T revor Edward New York Times 2
007

126. http://www.youtube.com/watch?v=rpVwpUOcjJg

128. http://www.youtube.com/watch?v=LFqsJLRQbEk&feature=channel_page

129. Take the mountain
to the prophet.

130. 6.

131. eati
Cr uni e
tes.
Comm

133. eati
Cr uni e
tes.
Comm

134. Es.
Sitie
U un
m
Com

136. nt wit h our
o c onfide ell how
“We are s eryon e to t
t, we w ant ev
produ c if ther e is a
lly fe el and ut it.”
th ey rea to kno w abo
em, we want
prob l Skittles
, Pre ss Relea
se

138. Skittles Social Media Campaign Increases Traffic 1332% in One Day!
(Source: Hitwise US)

140. Use the power of we.

141. Resumé.

142. “You used to use your
to buy an a udience.
budget
No w you have to invent
ttract an audience.“
ideas to a
ions
Lisa Seward, Mod Communicat

143. ✓ Create attractive Products
✓ Create Confidence
✓ Create Conversations
✓ Create New Connection Points
✓ Create Content
✓ Create Community

144. Know the rules.

145. Kno w the rules.
And break t hem.

146. Know the rules.

147. 7.

148. Listen to your heart.

150. ntact us.
ation please feel free to co
For any further inform
Friedrich Tromm
pywriter
Creative Director Co
41
Phone: +4916210617 Stefan Nagel
.com
E-Mail: fr iedrich@try-no-agency Creative Director Art
Phone: +491793986212
E-Mail: stefan@try-no-agency.com

151. to:
CREDITS and THX
l Isakson,
& Friends Strategy Group, Pau
Ste ffen Staeuber, Scholz
arta Kagan,
d communic ation, Neil Perkin, M
S FStrategy brands an