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ADVERTISING LITERACY
ADVERTISING LITERACY10.10.11     Capstone AdFed Meeting           Dr. Glenn Griffin
How BIG isthis business?
How BIG is this business?some stats and facts on advertising and agencies
$474 billion
$474 billion  global advertising spending in 2010
$474 billion  global advertising spending in 2010$131.1 billion
$474 billion  global advertising spending in 2010$131.1 billion   U.S. advertising spending in 2010
agencies
Six “global holdingcompanies” control     most of the advertising world.
Omnicom         WPP            InterpublicNew York, NY    London, UK     New York, NYPublicis        Dentsu         HavasP...
Omnicom                             WPP            InterpublicNew York, NY                        London, UK     New York,...
Omnicom                             WPP                                 InterpublicNew York, NY                        Lon...
Omnicom                             WPP                                 InterpublicNew York, NY                        Lon...
Omnicom                             WPP                                 InterpublicNew York, NY                        Lon...
Omnicom                             WPP                                 InterpublicNew York, NY                        Lon...
Omnicom                             WPP                                 InterpublicNew York, NY                        Lon...
DIGITAL / SOCIAL
DIGITAL / SOCIALMULTICULTURAL
DIGITAL / SOCIAL  MULTICULTURALCONTENT / STRATEGY
How do Iget a job?
How do I     get a job?advertising is not accounting (thank God).
network
network
@ wgriffinlists: @wgriffin/students-must-follow
@ Steffan1 #BAMAadday Keynote Speaker Steffan Postaer@ janetkestin #BAMAadday Guest Speaker Janet Kestin@ nancyvonk #BAMAa...
Alive andlegendary.
Alive andlegendary. ad names you should know and follow
Lee Clow                       1942-1999Chairman and Chief Creative Officer,                  TBWAWorldwide
AlexBogusky1963-1999Founder, The FearLess Cottage / COMMONFormer Co-Principal, Crispin Porter + BoguskyFormer Chief Insurg...
Janet Kestin & Nancy Vonk                                                                           1999Co-Founders - SWIM...
David Kennedy& Dan Wieden1999Co-Founders - Wieden+Kennedy, Portland, OR
Dead butdefinitive.
Dead butdefinitive. ad names you should know and follow
David Ogilvy                          1911-1999    Co-Founder, Ogilvy & Mather      Writer (known for fact-based, long cop...
Bill Bernbach1911-1982Co-Founder, Doyle Dayne Bernbach (DDB)Wrote headlines and handed them off to another writerto add “t...
July 18, 1977   O&M AGENCY MEMORANDUM:“For many years you heard me inveigh against ‘entertainment’ in TVcommercials and ‘c...
What should  I read?
What should  I read? a reading list for the plugged-in
the top work in graphic                   design, advertising,                   illustration, photographywww.commarts.com...
new and outstanding print/                         TV campaigns from around                         the world             ...
where aspiring creatives                  showcase their talents                  to industry - rolling                  c...
What can I win?
What can I win?the most important creative awards in advertising
t h e   a r t   d i r e c t o r s   c l u b   “ c u b e ”                1920
t h e   a r t   d i r e c t o r s   c l u b   “ c u b e ”                1920                                             ...
t h e   a r t   d i r e c t o r s   c l u b   “ c u b e ”                1920                                             ...
t h e    a d v e r t i s i n g   c l u bo f     n e w   y o r k   “ A N D Y s ”        1964
t h e   a m e r i c a n                                           a d v e r t i s i n g   f e d e r a t i o n             ...
t h e   a m e r i c a n                                                                   a d v e r t i s i n g   f e d e ...
Most Award-Winning U.S.Advertising Agencies 2010 1. Wieden+Kennedy - Por tland, OR 2 . B B D O - N e w Yo r k , N Y 3 . Yo...
Responsibility.
Responsibility.How to do this job and sleep well at night.
“All of us who professionally use themass media are shapers of society.We can vulgarize that society. Wecan brutalize it. ...
passion
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
ADVERTISING LITERACY - Capstone AdFed
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ADVERTISING LITERACY - Capstone AdFed

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A presentation on 10.10.11 to the Capstone AdFed meeting at The University of Alabama.

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ADVERTISING LITERACY - Capstone AdFed

  1. 1. ADVERTISING LITERACY
  2. 2. ADVERTISING LITERACY10.10.11 Capstone AdFed Meeting Dr. Glenn Griffin
  3. 3. How BIG isthis business?
  4. 4. How BIG is this business?some stats and facts on advertising and agencies
  5. 5. $474 billion
  6. 6. $474 billion global advertising spending in 2010
  7. 7. $474 billion global advertising spending in 2010$131.1 billion
  8. 8. $474 billion global advertising spending in 2010$131.1 billion U.S. advertising spending in 2010
  9. 9. agencies
  10. 10. Six “global holdingcompanies” control most of the advertising world.
  11. 11. Omnicom WPP InterpublicNew York, NY London, UK New York, NYPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France
  12. 12. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: BBDO DDB TBWA Goodby, Silverstein & Partners SOME WORK: Got Milk?, Apple, AT&TPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France
  13. 13. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Goodby, Silverstein & Partners Young & Rubicam JWT SOME WORK: Got Milk?, Apple, AT&T SOME WORK: Dove “Campaign for Real Beauty” HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France
  14. 14. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France
  15. 15. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France SOME AGENCY BRANDS: Publicis USA Leo Burnett Saatchi & Saatchi BBH Fallon Worldwide SOME WORK: AXE, McDonald’s, PBS, Sony
  16. 16. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France SOME AGENCY BRANDS: SOME AGENCY BRANDS: Publicis USA Leo Burnett Dentsu mcgarrybowen Saatchi & Saatchi BBH Firstborn ATTIK Fallon Worldwide SOME WORK: SOME WORK: Chase, Sears, Scion AXE, McDonald’s, PBS, Sony
  17. 17. Omnicom WPP InterpublicNew York, NY London, UK New York, NY SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday JWT SOME WORK: SOME WORK: Got Milk?, Apple, AT&T SOME WORK: , Wal-Mart, Harley Davidson, Verizon, Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America HeinekenPublicis Dentsu HavasParis, France Tokyo, Japan Suresnes, France SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS: Publicis USA Leo Burnett Dentsu mcgarrybowen Arnold Worldwide EURO RSCG Saatchi & Saatchi BBH Firstborn ATTIK Fallon Worldwide SOME WORK: SOME WORK: SOME WORK: Chase, Sears, Scion Volkswagen “Drivers Wanted” AXE, McDonald’s, PBS, Sony Altoids “Curiously Strong Mints” Progressive “Flo”
  18. 18. DIGITAL / SOCIAL
  19. 19. DIGITAL / SOCIALMULTICULTURAL
  20. 20. DIGITAL / SOCIAL MULTICULTURALCONTENT / STRATEGY
  21. 21. How do Iget a job?
  22. 22. How do I get a job?advertising is not accounting (thank God).
  23. 23. network
  24. 24. network
  25. 25. @ wgriffinlists: @wgriffin/students-must-follow
  26. 26. @ Steffan1 #BAMAadday Keynote Speaker Steffan Postaer@ janetkestin #BAMAadday Guest Speaker Janet Kestin@ nancyvonk #BAMAadday Guest Speaker Nancy Vonk@ mcannova #BAMAadday Guest Speaker Michael Cannova
  27. 27. Alive andlegendary.
  28. 28. Alive andlegendary. ad names you should know and follow
  29. 29. Lee Clow 1942-1999Chairman and Chief Creative Officer, TBWAWorldwide
  30. 30. AlexBogusky1963-1999Founder, The FearLess Cottage / COMMONFormer Co-Principal, Crispin Porter + BoguskyFormer Chief Insurgent Officer, MDC Partners
  31. 31. Janet Kestin & Nancy Vonk 1999Co-Founders - SWIM, Toronto • Former Co-Chief Creative Officers - Ogilvy Toronto
  32. 32. David Kennedy& Dan Wieden1999Co-Founders - Wieden+Kennedy, Portland, OR
  33. 33. Dead butdefinitive.
  34. 34. Dead butdefinitive. ad names you should know and follow
  35. 35. David Ogilvy 1911-1999 Co-Founder, Ogilvy & Mather Writer (known for fact-based, long copy) Author, Ogilvy on Advertising and Confessions of an Advertising Man
  36. 36. Bill Bernbach1911-1982Co-Founder, Doyle Dayne Bernbach (DDB)Wrote headlines and handed them off to another writerto add “the little words.”He literally started in the mail room.“He elevated advertising to a high art and our jobs to a profession.”- Helmut Krone, AD at DDB
  37. 37. July 18, 1977 O&M AGENCY MEMORANDUM:“For many years you heard me inveigh against ‘entertainment’ in TVcommercials and ‘cleverness’ in print advertising.  When the advertising worldwent on a ‘creative’ binge in the late 1960s, I denounced award winners aslunatics... “Then, two years ago, you began to receive memos from me, complaining that toomuch of our output was stodgy and dull... “I woke up to the fact that the majority of our campaigns, while impeccable as topositioning and promise, contained no big idea.  They were too dull to penetratethe filter which consumers erect to protect themselves against the daily deluge ofadvertising.  Too dull to be remembered.  Too dull to build a brand image.  Toodull to sell.  (‘You cannot bore people into buying your product.’) “I want all our offices to create campaigns that are second to none in positioning,promise – and brilliant ideas...”- David Ogilvy 
  38. 38. What should I read?
  39. 39. What should I read? a reading list for the plugged-in
  40. 40. the top work in graphic design, advertising, illustration, photographywww.commarts.com and interactive design FIVE ANNUALS ADVERTISING ANNUAL : DECEMBER ALL PROFESSIONAL WORK
  41. 41. new and outstanding print/ TV campaigns from around the world interviews with the bestwww.luerzersarchive.us international creatives INTERNATIONAL WORK THE “EDGIER” STUFF PROFESSIONAL + STUDENT WORK
  42. 42. where aspiring creatives showcase their talents to industry - rolling competition juried bywww.cmykmag.com professionals FOUR CATEGORIES: ADVERTISING, DESIGN, PHOTOGRAPHY, ILLUSTRATION ALL STUDENT WORK
  43. 43. What can I win?
  44. 44. What can I win?the most important creative awards in advertising
  45. 45. t h e a r t d i r e c t o r s c l u b “ c u b e ” 1920
  46. 46. t h e a r t d i r e c t o r s c l u b “ c u b e ” 1920 t h e c a n n e s i n t e r n a t i o n a l a d v e r t i s i n g f e s t i v a l “ l i o n s ” 1954
  47. 47. t h e a r t d i r e c t o r s c l u b “ c u b e ” 1920 t h e c a n n e s i n t e r n a t i o n a l a d v e r t i s i n g f e s t i v a l “ l i o n s ” 1954 t h e c l i o a w a r d s 1959
  48. 48. t h e a d v e r t i s i n g c l u bo f n e w y o r k “ A N D Y s ” 1964
  49. 49. t h e a m e r i c a n a d v e r t i s i n g f e d e r a t i o n “ A D D Y s ”t h eo f a d v e r t i s i n g n e w y o r k c l u b “ A N D Y s ” 1968 1964
  50. 50. t h e a m e r i c a n a d v e r t i s i n g f e d e r a t i o n “ A D D Y s ”t h eo f a d v e r t i s i n g n e w y o r k c l u b “ A N D Y s ” 1968 1964 t h e o n e c l u b f o r a r t & c o p y “ p e n c i l ” 1975
  51. 51. Most Award-Winning U.S.Advertising Agencies 2010 1. Wieden+Kennedy - Por tland, OR 2 . B B D O - N e w Yo r k , N Y 3 . Yo u n g & R u b i c a m - N e w Yo r k 4. TBWAChiatDay - Los Angeles, CA 5. Goodby, Silver stein & Par tner s - San Francisco, CA 6 . T h e M a r t i n A g e n c y - R i c h m o n d , VA
  52. 52. Responsibility.
  53. 53. Responsibility.How to do this job and sleep well at night.
  54. 54. “All of us who professionally use themass media are shapers of society.We can vulgarize that society. Wecan brutalize it. Or, we can help liftit onto a higher level.”- Bill Bernbach
  55. 55. passion

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