SlideShare a Scribd company logo

Advertising is Dead

Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation I noticed several trends that led me to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which I call the Attraction Model. You can download this presentation over at www.slideshare.net/futurelab I am available for speeches and presentations at your event.

1 of 80
What if there were no more TV? FUTURE LAB
Outline speech Bucharest Need kickass opener Advertising is Dead FUTURE LAB
Actually…. FUTURE LAB
FUTURE LAB We are Futurelab
WE ARE FUTURE LAB ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],FUTURE LAB
A flexible boutique: 2 partners – 3 support staff – 9 associates – 28 specialists/contributors  Athens – Barcelona - Brussels – (Bucharest ) – Johannesburg –  Hamburg – Moscow – Kiev - Munich - Shanghai Priviliged Relationships Futurelab Structure

Recommended

The Case for Creativity
The Case for CreativityThe Case for Creativity
The Case for CreativityJames Hurman
 
The ogilvy & mather guide to effectiveness
The ogilvy & mather guide to effectivenessThe ogilvy & mather guide to effectiveness
The ogilvy & mather guide to effectivenessMichelle Ming
 
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?Webinar: Did PuppyMonkeyBaby Win the Super Bowl?
Webinar: Did PuppyMonkeyBaby Win the Super Bowl?Ogilvy Consulting
 
Brand Box 6 - When And Where To Say It. The Marketer's Ultimate Toolkit
Brand Box 6 - When And Where To Say It. The Marketer's Ultimate ToolkitBrand Box 6 - When And Where To Say It. The Marketer's Ultimate Toolkit
Brand Box 6 - When And Where To Say It. The Marketer's Ultimate ToolkitAshton Bishop
 
Latest Trends in Advertising
Latest Trends in AdvertisingLatest Trends in Advertising
Latest Trends in AdvertisingSahil Jindal
 
From Armed to Charmed whitepaper
From Armed to Charmed whitepaperFrom Armed to Charmed whitepaper
From Armed to Charmed whitepaperOgilvy
 
The Evolving Role of Advertising
The Evolving Role of AdvertisingThe Evolving Role of Advertising
The Evolving Role of AdvertisingVCU Brandcenter
 
5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes
5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannes
5 Ways Winning Young Lions Changed My Career - #CannesLions #OgilvyCannesOgilvy
 

More Related Content

What's hot

Buzz Marketing
Buzz MarketingBuzz Marketing
Buzz Marketingcmason44
 
Creative brief example advertising
Creative brief example   advertisingCreative brief example   advertising
Creative brief example advertisingluisfvazquez1
 
The Art & Science of Great Media Campaigns
The Art & Science of Great Media CampaignsThe Art & Science of Great Media Campaigns
The Art & Science of Great Media CampaignsDino Myers-Lamptey
 
Covid-19 and Marketing - A Briefing to Marketing Leaders
Covid-19 and Marketing - A Briefing to Marketing LeadersCovid-19 and Marketing - A Briefing to Marketing Leaders
Covid-19 and Marketing - A Briefing to Marketing LeadersHarry Guild
 
Marketing Communications in a digital world
Marketing Communications in a digital worldMarketing Communications in a digital world
Marketing Communications in a digital worldLakshmipathy Bhat
 
The difference between PR and advertising. Helping students decide.
The difference between PR and advertising. Helping students decide.The difference between PR and advertising. Helping students decide.
The difference between PR and advertising. Helping students decide.edward boches
 
Marketing communications in a digital world
Marketing communications in a digital world Marketing communications in a digital world
Marketing communications in a digital world Lakshmipathy Bhat
 
Advertisement marketing project grade 12
Advertisement marketing project grade 12Advertisement marketing project grade 12
Advertisement marketing project grade 12Tanzeel Abdul Jabbar
 
7 Big Ideas You Missed Last Week
7 Big Ideas You Missed Last Week7 Big Ideas You Missed Last Week
7 Big Ideas You Missed Last WeekOgilvy
 
Brand Purpose, Millennials And The Epic Creative That Engages Them
Brand Purpose, Millennials And The Epic Creative That Engages ThemBrand Purpose, Millennials And The Epic Creative That Engages Them
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
 
Young Marketers Elite 3_Assignment 20.1 - PR
Young Marketers Elite 3_Assignment 20.1 - PRYoung Marketers Elite 3_Assignment 20.1 - PR
Young Marketers Elite 3_Assignment 20.1 - PRhonvongphu
 
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Preeti Acharya
 
Agile Advertising - Burt at Cannes Lions
Agile Advertising - Burt at Cannes LionsAgile Advertising - Burt at Cannes Lions
Agile Advertising - Burt at Cannes LionsGustav von Sydow
 
@TimSuther conversation with Argyle - June 2011
@TimSuther conversation with Argyle - June 2011@TimSuther conversation with Argyle - June 2011
@TimSuther conversation with Argyle - June 2011Acxiom Corporation
 
Three Kinds of Creative Ideas
Three Kinds of Creative IdeasThree Kinds of Creative Ideas
Three Kinds of Creative Ideasedward boches
 
BBDO Guerrero / Proximity Philippines Credentials
BBDO Guerrero / Proximity Philippines CredentialsBBDO Guerrero / Proximity Philippines Credentials
BBDO Guerrero / Proximity Philippines CredentialsBBDOGuerrero
 
I Pad Early Stages Marketing Plan
I Pad  Early  Stages  Marketing PlanI Pad  Early  Stages  Marketing Plan
I Pad Early Stages Marketing Planabenson1126
 

What's hot (20)

Buzz Marketing
Buzz MarketingBuzz Marketing
Buzz Marketing
 
Creative brief example advertising
Creative brief example   advertisingCreative brief example   advertising
Creative brief example advertising
 
The Art & Science of Great Media Campaigns
The Art & Science of Great Media CampaignsThe Art & Science of Great Media Campaigns
The Art & Science of Great Media Campaigns
 
Covid-19 and Marketing - A Briefing to Marketing Leaders
Covid-19 and Marketing - A Briefing to Marketing LeadersCovid-19 and Marketing - A Briefing to Marketing Leaders
Covid-19 and Marketing - A Briefing to Marketing Leaders
 
Marketing Communications in a digital world
Marketing Communications in a digital worldMarketing Communications in a digital world
Marketing Communications in a digital world
 
The difference between PR and advertising. Helping students decide.
The difference between PR and advertising. Helping students decide.The difference between PR and advertising. Helping students decide.
The difference between PR and advertising. Helping students decide.
 
BIRDMAG Q4.2021
BIRDMAG Q4.2021BIRDMAG Q4.2021
BIRDMAG Q4.2021
 
Marketing communications in a digital world
Marketing communications in a digital world Marketing communications in a digital world
Marketing communications in a digital world
 
Advertisement marketing project grade 12
Advertisement marketing project grade 12Advertisement marketing project grade 12
Advertisement marketing project grade 12
 
Pesquisa Magonomics
Pesquisa MagonomicsPesquisa Magonomics
Pesquisa Magonomics
 
7 Big Ideas You Missed Last Week
7 Big Ideas You Missed Last Week7 Big Ideas You Missed Last Week
7 Big Ideas You Missed Last Week
 
Brand Purpose, Millennials And The Epic Creative That Engages Them
Brand Purpose, Millennials And The Epic Creative That Engages ThemBrand Purpose, Millennials And The Epic Creative That Engages Them
Brand Purpose, Millennials And The Epic Creative That Engages Them
 
Young Marketers Elite 3_Assignment 20.1 - PR
Young Marketers Elite 3_Assignment 20.1 - PRYoung Marketers Elite 3_Assignment 20.1 - PR
Young Marketers Elite 3_Assignment 20.1 - PR
 
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
Marketing, Marketing Strategies, Their Importance, Different Marketing Strate...
 
Agile Advertising - Burt at Cannes Lions
Agile Advertising - Burt at Cannes LionsAgile Advertising - Burt at Cannes Lions
Agile Advertising - Burt at Cannes Lions
 
@TimSuther conversation with Argyle - June 2011
@TimSuther conversation with Argyle - June 2011@TimSuther conversation with Argyle - June 2011
@TimSuther conversation with Argyle - June 2011
 
Three Kinds of Creative Ideas
Three Kinds of Creative IdeasThree Kinds of Creative Ideas
Three Kinds of Creative Ideas
 
The Rethink Company
The Rethink CompanyThe Rethink Company
The Rethink Company
 
BBDO Guerrero / Proximity Philippines Credentials
BBDO Guerrero / Proximity Philippines CredentialsBBDO Guerrero / Proximity Philippines Credentials
BBDO Guerrero / Proximity Philippines Credentials
 
I Pad Early Stages Marketing Plan
I Pad  Early  Stages  Marketing PlanI Pad  Early  Stages  Marketing Plan
I Pad Early Stages Marketing Plan
 

Viewers also liked

Advertising with Channel 12
Advertising with Channel 12 Advertising with Channel 12
Advertising with Channel 12 Kimberly Retzer
 
Pharma customer experience: A conversation
Pharma customer experience: A conversationPharma customer experience: A conversation
Pharma customer experience: A conversationCOUCH Health
 
Launching Buku Spiritual Creativepreneur
Launching Buku Spiritual CreativepreneurLaunching Buku Spiritual Creativepreneur
Launching Buku Spiritual CreativepreneurM. Arief Budiman
 
Proposal berbagi ide segar eo partner
Proposal berbagi ide segar eo partnerProposal berbagi ide segar eo partner
Proposal berbagi ide segar eo partnerRahmat Rekarupa
 
Presentation ipre xwebsite
Presentation ipre xwebsitePresentation ipre xwebsite
Presentation ipre xwebsiteJames Wilton
 
Cómo recaudar fondos. Una guía de fundraising para escuelas, ministerios, uni...
Cómo recaudar fondos. Una guía de fundraising para escuelas, ministerios, uni...Cómo recaudar fondos. Una guía de fundraising para escuelas, ministerios, uni...
Cómo recaudar fondos. Una guía de fundraising para escuelas, ministerios, uni...Daniel Marín
 
50 brosur desain inspiratif dan cantik agar promosi bisnis anda effektif
50 brosur desain inspiratif dan cantik agar promosi bisnis anda effektif50 brosur desain inspiratif dan cantik agar promosi bisnis anda effektif
50 brosur desain inspiratif dan cantik agar promosi bisnis anda effektifbadar masbadar
 
Head%20 injury
Head%20 injuryHead%20 injury
Head%20 injurykerchia
 
Advertising to children and teens.
Advertising to children and teens.Advertising to children and teens.
Advertising to children and teens.Javad Sha'bani
 
Magnetic Content: Strategies for Customer Attraction
Magnetic Content: Strategies for Customer AttractionMagnetic Content: Strategies for Customer Attraction
Magnetic Content: Strategies for Customer AttractionBarry Feldman
 
Kreatif agensi nasional dan internasional
Kreatif agensi nasional dan internasionalKreatif agensi nasional dan internasional
Kreatif agensi nasional dan internasionalAngga Fauzan
 
Chapter 6 - Four Classic Theories of Ethics, The Ethical Journalist, Professo...
Chapter 6 - Four Classic Theories of Ethics, The Ethical Journalist, Professo...Chapter 6 - Four Classic Theories of Ethics, The Ethical Journalist, Professo...
Chapter 6 - Four Classic Theories of Ethics, The Ethical Journalist, Professo...Linda Austin
 
Proposal berbagi ide segar sponsor
Proposal berbagi ide segar sponsorProposal berbagi ide segar sponsor
Proposal berbagi ide segar sponsorRahmat Rekarupa
 

Viewers also liked (20)

Advertising with Channel 12
Advertising with Channel 12 Advertising with Channel 12
Advertising with Channel 12
 
Pharma customer experience: A conversation
Pharma customer experience: A conversationPharma customer experience: A conversation
Pharma customer experience: A conversation
 
Launching Buku Spiritual Creativepreneur
Launching Buku Spiritual CreativepreneurLaunching Buku Spiritual Creativepreneur
Launching Buku Spiritual Creativepreneur
 
Wedangan # 4
Wedangan # 4Wedangan # 4
Wedangan # 4
 
CV-ARIEF_F
CV-ARIEF_FCV-ARIEF_F
CV-ARIEF_F
 
Keajaiban Itu Nyata
Keajaiban Itu NyataKeajaiban Itu Nyata
Keajaiban Itu Nyata
 
Proposal berbagi ide segar eo partner
Proposal berbagi ide segar eo partnerProposal berbagi ide segar eo partner
Proposal berbagi ide segar eo partner
 
Presentation ipre xwebsite
Presentation ipre xwebsitePresentation ipre xwebsite
Presentation ipre xwebsite
 
Cómo recaudar fondos. Una guía de fundraising para escuelas, ministerios, uni...
Cómo recaudar fondos. Una guía de fundraising para escuelas, ministerios, uni...Cómo recaudar fondos. Una guía de fundraising para escuelas, ministerios, uni...
Cómo recaudar fondos. Una guía de fundraising para escuelas, ministerios, uni...
 
New t shirt
New t shirtNew t shirt
New t shirt
 
50 brosur desain inspiratif dan cantik agar promosi bisnis anda effektif
50 brosur desain inspiratif dan cantik agar promosi bisnis anda effektif50 brosur desain inspiratif dan cantik agar promosi bisnis anda effektif
50 brosur desain inspiratif dan cantik agar promosi bisnis anda effektif
 
Head%20 injury
Head%20 injuryHead%20 injury
Head%20 injury
 
Advertising to children and teens.
Advertising to children and teens.Advertising to children and teens.
Advertising to children and teens.
 
Magnetic Content: Strategies for Customer Attraction
Magnetic Content: Strategies for Customer AttractionMagnetic Content: Strategies for Customer Attraction
Magnetic Content: Strategies for Customer Attraction
 
Kreatif agensi nasional dan internasional
Kreatif agensi nasional dan internasionalKreatif agensi nasional dan internasional
Kreatif agensi nasional dan internasional
 
Chapter 6 - Four Classic Theories of Ethics, The Ethical Journalist, Professo...
Chapter 6 - Four Classic Theories of Ethics, The Ethical Journalist, Professo...Chapter 6 - Four Classic Theories of Ethics, The Ethical Journalist, Professo...
Chapter 6 - Four Classic Theories of Ethics, The Ethical Journalist, Professo...
 
Proposal berbagi ide segar sponsor
Proposal berbagi ide segar sponsorProposal berbagi ide segar sponsor
Proposal berbagi ide segar sponsor
 
Berbagi Amplop Rezeki
Berbagi Amplop RezekiBerbagi Amplop Rezeki
Berbagi Amplop Rezeki
 
Leave The Comfort Zone
Leave The Comfort ZoneLeave The Comfort Zone
Leave The Comfort Zone
 
Kuliah Di Tempat Kerja
Kuliah Di  Tempat  KerjaKuliah Di  Tempat  Kerja
Kuliah Di Tempat Kerja
 

Similar to Advertising is Dead

[Digital marketing];[advertising is-dead]
[Digital marketing];[advertising is-dead][Digital marketing];[advertising is-dead]
[Digital marketing];[advertising is-dead]AiiM Education
 
MCAD 2009 - Future of Advertising: session #01 recap
MCAD 2009 - Future of Advertising: session #01 recapMCAD 2009 - Future of Advertising: session #01 recap
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
 
Marketing stratego for slideshare
Marketing stratego for slideshareMarketing stratego for slideshare
Marketing stratego for slideshareFuturelab
 
Digital Marketing 101 5496
Digital Marketing 101 5496Digital Marketing 101 5496
Digital Marketing 101 5496prashantnandan1
 
A look at client-agency relationships.
A look at client-agency relationships. A look at client-agency relationships.
A look at client-agency relationships. Mark Linder
 
The evolution of client-agency relationships
The evolution of client-agency relationshipsThe evolution of client-agency relationships
The evolution of client-agency relationshipsMark Linder
 
#1NLab14: Reimagine Marketing
#1NLab14: Reimagine Marketing#1NLab14: Reimagine Marketing
#1NLab14: Reimagine MarketingOne North
 
Sawstop Safesaw Marketing Pl Company Description
Sawstop Safesaw Marketing Pl Company DescriptionSawstop Safesaw Marketing Pl Company Description
Sawstop Safesaw Marketing Pl Company DescriptionMandy Froemming
 
5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer 5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer Mathew Sweezey
 
SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"
SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"
SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"Inhacking
 
Jan Kein Do the right thingmarketing for startups
Jan Kein Do the right thingmarketing for startupsJan Kein Do the right thingmarketing for startups
Jan Kein Do the right thingmarketing for startupsАліна Шепшелей
 
IAB - ITESM módulo 2 - estrategia e innovación
IAB - ITESM  módulo 2 - estrategia e innovaciónIAB - ITESM  módulo 2 - estrategia e innovación
IAB - ITESM módulo 2 - estrategia e innovaciónGustavo Ross Quaas
 
Rant: It's About Time for Real-Time TV Measurement
Rant: It's About Time for Real-Time TV MeasurementRant: It's About Time for Real-Time TV Measurement
Rant: It's About Time for Real-Time TV MeasurementSteve West
 

Similar to Advertising is Dead (20)

[Digital marketing];[advertising is-dead]
[Digital marketing];[advertising is-dead][Digital marketing];[advertising is-dead]
[Digital marketing];[advertising is-dead]
 
MCAD 2009 - Future of Advertising: session #01 recap
MCAD 2009 - Future of Advertising: session #01 recapMCAD 2009 - Future of Advertising: session #01 recap
MCAD 2009 - Future of Advertising: session #01 recap
 
visionworks
visionworksvisionworks
visionworks
 
Marketing stratego for slideshare
Marketing stratego for slideshareMarketing stratego for slideshare
Marketing stratego for slideshare
 
Digital Marketing 101 5496
Digital Marketing 101 5496Digital Marketing 101 5496
Digital Marketing 101 5496
 
Digital + Marketing 101
Digital + Marketing 101Digital + Marketing 101
Digital + Marketing 101
 
Buzzer, WoM & Blauwselect
Buzzer, WoM & BlauwselectBuzzer, WoM & Blauwselect
Buzzer, WoM & Blauwselect
 
A look at client-agency relationships.
A look at client-agency relationships. A look at client-agency relationships.
A look at client-agency relationships.
 
The evolution of client-agency relationships
The evolution of client-agency relationshipsThe evolution of client-agency relationships
The evolution of client-agency relationships
 
#1NLab14: Reimagine Marketing
#1NLab14: Reimagine Marketing#1NLab14: Reimagine Marketing
#1NLab14: Reimagine Marketing
 
Buzzer & RSM MBA in 2009
Buzzer & RSM MBA in 2009Buzzer & RSM MBA in 2009
Buzzer & RSM MBA in 2009
 
Sawstop Safesaw Marketing Pl Company Description
Sawstop Safesaw Marketing Pl Company DescriptionSawstop Safesaw Marketing Pl Company Description
Sawstop Safesaw Marketing Pl Company Description
 
5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer 5 pillars of the Infinite Marketer
5 pillars of the Infinite Marketer
 
Engage Customers Like Never Before
Engage Customers Like Never BeforeEngage Customers Like Never Before
Engage Customers Like Never Before
 
SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"
SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"
SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"
 
Jan Kein Do the right thingmarketing for startups
Jan Kein Do the right thingmarketing for startupsJan Kein Do the right thingmarketing for startups
Jan Kein Do the right thingmarketing for startups
 
IAB - ITESM módulo 2 - estrategia e innovación
IAB - ITESM  módulo 2 - estrategia e innovaciónIAB - ITESM  módulo 2 - estrategia e innovación
IAB - ITESM módulo 2 - estrategia e innovación
 
CIO Straight Talk Issue 4
CIO Straight Talk Issue 4CIO Straight Talk Issue 4
CIO Straight Talk Issue 4
 
Digital Market POV - Dominique-Sebastien Forest
Digital Market POV - Dominique-Sebastien ForestDigital Market POV - Dominique-Sebastien Forest
Digital Market POV - Dominique-Sebastien Forest
 
Rant: It's About Time for Real-Time TV Measurement
Rant: It's About Time for Real-Time TV MeasurementRant: It's About Time for Real-Time TV Measurement
Rant: It's About Time for Real-Time TV Measurement
 

More from Stefan Kolle

Outsourced NPS Lösungen
Outsourced NPS LösungenOutsourced NPS Lösungen
Outsourced NPS LösungenStefan Kolle
 
The Future of Finance is Human
The Future of Finance is HumanThe Future of Finance is Human
The Future of Finance is HumanStefan Kolle
 
7 pragmatic initiatives to improve your CX in 2017
7 pragmatic initiatives to improve your CX in  20177 pragmatic initiatives to improve your CX in  2017
7 pragmatic initiatives to improve your CX in 2017Stefan Kolle
 
So you want to be innovative?
So you want to be innovative?So you want to be innovative?
So you want to be innovative?Stefan Kolle
 
B2 b marketing bucharest 2012
B2 b marketing bucharest 2012B2 b marketing bucharest 2012
B2 b marketing bucharest 2012Stefan Kolle
 
10 things to make you think
10 things to make you think10 things to make you think
10 things to make you thinkStefan Kolle
 

More from Stefan Kolle (6)

Outsourced NPS Lösungen
Outsourced NPS LösungenOutsourced NPS Lösungen
Outsourced NPS Lösungen
 
The Future of Finance is Human
The Future of Finance is HumanThe Future of Finance is Human
The Future of Finance is Human
 
7 pragmatic initiatives to improve your CX in 2017
7 pragmatic initiatives to improve your CX in  20177 pragmatic initiatives to improve your CX in  2017
7 pragmatic initiatives to improve your CX in 2017
 
So you want to be innovative?
So you want to be innovative?So you want to be innovative?
So you want to be innovative?
 
B2 b marketing bucharest 2012
B2 b marketing bucharest 2012B2 b marketing bucharest 2012
B2 b marketing bucharest 2012
 
10 things to make you think
10 things to make you think10 things to make you think
10 things to make you think
 

Recently uploaded

Michael Shvartsman: Philanthropy and Vigilance in the Fight Against Antisemitism
Michael Shvartsman: Philanthropy and Vigilance in the Fight Against AntisemitismMichael Shvartsman: Philanthropy and Vigilance in the Fight Against Antisemitism
Michael Shvartsman: Philanthropy and Vigilance in the Fight Against AntisemitismEldar Iskenderov
 
The Dutertes: Philippines’ political dynasty of many guns
The Dutertes: Philippines’ political dynasty of many gunsThe Dutertes: Philippines’ political dynasty of many guns
The Dutertes: Philippines’ political dynasty of many gunsRappler
 
THE FREEDOM REPORT USA OUR PAST AND PRESENT
THE FREEDOM REPORT USA OUR PAST AND PRESENTTHE FREEDOM REPORT USA OUR PAST AND PRESENT
THE FREEDOM REPORT USA OUR PAST AND PRESENTWayne Standiford
 
EGI-MEITY-Representation-1.pdf oproipjpwp[
EGI-MEITY-Representation-1.pdf oproipjpwp[EGI-MEITY-Representation-1.pdf oproipjpwp[
EGI-MEITY-Representation-1.pdf oproipjpwp[bhavenpr
 
Lexi lee Alexis Lee O'CONNELL johnathan sledge arrest rrest (2)
Lexi lee Alexis Lee O'CONNELL johnathan sledge arrest rrest (2)Lexi lee Alexis Lee O'CONNELL johnathan sledge arrest rrest (2)
Lexi lee Alexis Lee O'CONNELL johnathan sledge arrest rrest (2)jimmydawnemail
 
Provincial Jail and Bucor Presentation 1
Provincial Jail and Bucor Presentation 1Provincial Jail and Bucor Presentation 1
Provincial Jail and Bucor Presentation 1kathvyvilla
 
How Israel Censors American News Coverage
How Israel Censors American News CoverageHow Israel Censors American News Coverage
How Israel Censors American News CoverageTimLangeman1
 
Timeless Aketi - Tribute to Arakunrin OluwaRotimi Akeredolu
Timeless Aketi - Tribute to Arakunrin OluwaRotimi AkeredoluTimeless Aketi - Tribute to Arakunrin OluwaRotimi Akeredolu
Timeless Aketi - Tribute to Arakunrin OluwaRotimi AkeredoluKayode Fayemi
 
Identifying the Symptoms of Destructive Polarisation
Identifying the Symptoms of Destructive PolarisationIdentifying the Symptoms of Destructive Polarisation
Identifying the Symptoms of Destructive PolarisationAxel Bruns
 

Recently uploaded (9)

Michael Shvartsman: Philanthropy and Vigilance in the Fight Against Antisemitism
Michael Shvartsman: Philanthropy and Vigilance in the Fight Against AntisemitismMichael Shvartsman: Philanthropy and Vigilance in the Fight Against Antisemitism
Michael Shvartsman: Philanthropy and Vigilance in the Fight Against Antisemitism
 
The Dutertes: Philippines’ political dynasty of many guns
The Dutertes: Philippines’ political dynasty of many gunsThe Dutertes: Philippines’ political dynasty of many guns
The Dutertes: Philippines’ political dynasty of many guns
 
THE FREEDOM REPORT USA OUR PAST AND PRESENT
THE FREEDOM REPORT USA OUR PAST AND PRESENTTHE FREEDOM REPORT USA OUR PAST AND PRESENT
THE FREEDOM REPORT USA OUR PAST AND PRESENT
 
EGI-MEITY-Representation-1.pdf oproipjpwp[
EGI-MEITY-Representation-1.pdf oproipjpwp[EGI-MEITY-Representation-1.pdf oproipjpwp[
EGI-MEITY-Representation-1.pdf oproipjpwp[
 
Lexi lee Alexis Lee O'CONNELL johnathan sledge arrest rrest (2)
Lexi lee Alexis Lee O'CONNELL johnathan sledge arrest rrest (2)Lexi lee Alexis Lee O'CONNELL johnathan sledge arrest rrest (2)
Lexi lee Alexis Lee O'CONNELL johnathan sledge arrest rrest (2)
 
Provincial Jail and Bucor Presentation 1
Provincial Jail and Bucor Presentation 1Provincial Jail and Bucor Presentation 1
Provincial Jail and Bucor Presentation 1
 
How Israel Censors American News Coverage
How Israel Censors American News CoverageHow Israel Censors American News Coverage
How Israel Censors American News Coverage
 
Timeless Aketi - Tribute to Arakunrin OluwaRotimi Akeredolu
Timeless Aketi - Tribute to Arakunrin OluwaRotimi AkeredoluTimeless Aketi - Tribute to Arakunrin OluwaRotimi Akeredolu
Timeless Aketi - Tribute to Arakunrin OluwaRotimi Akeredolu
 
Identifying the Symptoms of Destructive Polarisation
Identifying the Symptoms of Destructive PolarisationIdentifying the Symptoms of Destructive Polarisation
Identifying the Symptoms of Destructive Polarisation
 

Advertising is Dead

  • 1. What if there were no more TV? FUTURE LAB
  • 2. Outline speech Bucharest Need kickass opener Advertising is Dead FUTURE LAB
  • 4. FUTURE LAB We are Futurelab
  • 5.
  • 6. A flexible boutique: 2 partners – 3 support staff – 9 associates – 28 specialists/contributors Athens – Barcelona - Brussels – (Bucharest ) – Johannesburg – Hamburg – Moscow – Kiev - Munich - Shanghai Priviliged Relationships Futurelab Structure
  • 8. 76% of consumers don’t believe that companies tell the truth in advertisements Yankelowich,2006 Last Year
  • 9. “ You can’t bore people into buying your product – you can only interest them” Last Year
  • 10.
  • 11. “ Today's marketing model is broken. We're applying antiquated thinking and work systems to a new world of possibilities." Jim Stengel, Global Marketing Officer P&G Last Year
  • 12. Advertising Myths 1. Frequency is mostly not a driver for action 2. There is no golden rule about OTS Last Year
  • 13.
  • 15.
  • 16.
  • 17. Prices aren’t what they used to be
  • 23. Most influential information sources in purchasing electronic goods? (TOP 3) CMO Council’s Retail Fluency Report, 2005 FUTURE LAB What are we focusing on? Share of total adspend by medium (global) % 2008 forecast (March 2008) Newspaper Coupons 25 Internet 21 Product/Company Information 16 Retailer information 14 Other 14 Magazines 4 TV 4 Radio 3 Source % In-store Sales Associate 49 In-store demonstration 36 Word-of-mouth from family & friends 33
  • 24. People who live near train lines find ways to adjust to the noise ... Consumers have begun to treat encroaching advertising just like those trains. Now…
  • 26. “ Online video ads are quickly becoming the medium of choice to drive both brand awareness and sales . ” (2007) 67% of marketers report they will increase their social media advertising budget in 2009 “ With young adults now spending on average six hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived” (2008)
  • 28.
  • 29. Procter & Gamble is placing radio-frequency identification tags on products at a Metro Extra retail store in Germany so that when a customer pulls the product off the shelf, a digital screen at eye level changes its message At least be the first! 
  • 30. Marketing Sherpa Ad:tech survey % told by agencies to begin/increase viral video spend % of marketers advised by agencies to advertise in games/virtual worlds 62% 93% % asked to start/increase viral marketing spend on social networks 87%
  • 31. Hmm – what’s this? Naah, cant measure it Isnt there a bit much? Sooo 5 minutes ago Hey, actually this is cool The Advertising Technique Hype Cycle
  • 32. Is it all over?
  • 34. The Attraction Model FUTURE LAB
  • 37. Reputation x Relevance x Engagement = $$$ Reputation Relevance Engagement
  • 38. Reputation Relevance Engagement The Attraction Model FUTURE LAB
  • 40.
  • 42. The online reputation is just the tip of the iceberg But it can crash your boat FUTURE LAB Source: Forrester Technographics® - 2008
  • 43. Because if you don’t listen... So Listen!
  • 44.   Results 1 - 10 of about 11,600 from twitter.com for motrin . “ hell hath no fury like a mommyblogger scorned ” “ With regards to the recent Motrin advertisement, we have heard you. On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology. We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seriously. We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution. Thank you for your feedback. It’s very important to us.”
  • 45. Reputation Relevance Engagement The Attraction Model FUTURE LAB
  • 47.
  • 48.
  • 49. FREE TIX TO GREAT ADVENTURE Heard a rumor you can get 2 free tix to opening day weekend at Great Adventure amusement park 45000 tickets gone in 5 hours
  • 52. Reputation Relevance Engagement The Attraction Model FUTURE LAB
  • 53.
  • 54. IGNORANCE AWARENESS NEED CONSIDERATION TRIAL PURCHASE REPURCHASE LOYALTY UPGRADE RECOMMEND BRAND EXIT (c) 2007-2008, Futurelab – Used with Permission
  • 56. Content wants to be free
  • 57. How to control millions of inaccurate and divergent conversations ? YOU DON’T Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go. A.G. Lafley, CEO and Chairman of P&G, October 2006 (cc) Lynette Webb, 2006
  • 58.
  • 59. ‘ Help us choose’
  • 60. Let them improve your products
  • 61. Let them build their own
  • 62. Roll your own commercials
  • 63. Second Life is soooo 5 minutes ago
  • 64. What IS it good for ?
  • 65. The Power of Recommendation
  • 66. The Power of Recommendation Word-of-mouth is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising Marketing Science Institute, 2006 1967 1983 2001 2007 1955 This is not exactly news....
  • 67. How can we measure all this
  • 68. Extremely unlikely Extremely likely NPS™= (Promoters-Detractors)/Total DETRACTORS PROMOTERS PASSIVES Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld HOW LIKELY ARE YOU TO RECOMMEND? The Power of Recommendation 0 1 2 3 4 5 6 7 8 9 10
  • 69.
  • 73. So get some people…
  • 74. Who will be the First Penguin?
  • 75.
  • 76. General Eric Shinseki, Chief of Staff, US Army: "If you don't like change, you're going to like irrelevance even less.”
  • 78.
  • 79. The Element of Surprise
  • 80. Http://blog.futurelab.net [email_address] if you want this presentation

Editor's Notes

  1. You thought I came to tell about ‘no more tv’ But in preparing this I came to a different conclusion. Look at the following with me Last year we already said: