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THE AGENCY OF THE FUTURE

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THE AGENCY OF THE FUTURE


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2 “If you have all the research, all the ground rules, all the directives, all the data — it doesn’t mean the ad is written. Then you’ve got to close the door and write something — that is the moment of truth which we all try to postpone as long as possible.”


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3 “If you have all the research, all the ground rules, all the directives, all the data — it doesn’t mean the ad is written. Then you’ve got to close the door and write something — that is the moment of truth which we all try to postpone as long as possible.” “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”


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4 “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” DAVID OGILVY “If you have all the research, all the ground rules, all the directives, all the data — it doesn’t mean the ad is written. Then you’ve got to close the door and write something — that is the moment of truth which we all try to postpone as long as possible.”


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THE “AOF”


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AOF: CLIENT CONFUSION IS JUST STARTING 4% of media is programmatic 4% of video viewing is mobile phones 4% of the population in world lives in the US


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CONFUSION INDEX CHANNELS CHANGE 12% 9%


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8 TRADITIONAL DIGITAL


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HUMANS


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HUMANS


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THEN: 90’S AGENCY DISCONNECTION Art Director • Designer • Copywriter • Web Designer Planner • Buyer • Trafficker • Analytics TV LED MEDIUM LED Studios TV Heavy 30-Second Spots Upfront Cycles Focus Groups, Post Exposure Research Scale And Bulk Pricing 1-3 Spots per Campaign Silo’d Channel Approach CREATIVE MEDIA


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NOW: HUMAN FOCUS MEANS BRANDS WIN CREATIVE MEDIA Designer • Content Creator • Technologist • Data Expert Data & Analytics Expert • Strategist • Negotiators CONSUMER & AUDIENCE LED Real Time Real-time, Always On Newsroom Like Holistic Multi-Channel Data Influenced Business Outcome Driven Response and Trigger Based Integrated 1000+ Outputs Creatives become programmatic leaders New fee structure, margin approach HR and client mngmt.


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CREATIVITY + DATA


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CONSUMER PRACTICE “CONSUMER AGENCY” PERSONAL CREATIVE INTEGRATOR DATA ENABLED PLATFORM CREATIVE CREATIVITY + DATA


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BE A WARRIOR FOR BOTH ADVERTISING HAS ALWAYS BEEN ABOUT BOTH


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Gatorade Social Control Room VMC + GATORADE MISSION CONTROL


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OGILVY INDUCTION KIT


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MY FAVORITE ADVERTISING QUOTE… “You are going to have a fundamentally different landscape in two, three and five years from now,” Mr. Rohrbaugh said. “Our sales force and our trading businesses fundamentally will have to adapt to a new way to engage clients.”


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…ISN’T FROM ADVERTISING


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BUT SHOULD BE AND SHOULD READ: Robot Beeps Yield to Creative Shouts


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WWW TO WWN 5G MOBILE 100X FASTER CONNECTIONS 500M DISTRIBUTION NETWORKS 50B CONNECTED DEVICES (IOT) DATA MOVES BEYOND HUMAN COMPREHENSION


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THE MEDIUM IS THE MESSAGE MARSHALL MCLUHAN


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“PROGRESS IS IMPOSSIBLE WITHOUT CHANGE AND THOSE WHO CANNOT CHANGE THEIR MINDS CANNOT CHANGE ANYTHING” GEORGE BERNARD SHAW


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ADS PR FIELD TV ONLINE ENVIRON PRINT


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ONLINE MASS PR ADVOCACY APP MOBILE SOCIAL WEB COUPONS EMPLOYEE BLOG GIFTS CONSUMER TV ONLINE ENVIRON PRINT MEDIA PLACED EDITORIAL BLOGGERS PHYSICAL POS BRANDED IN-STORE BUZZ STREET TRADE TRIAL PRODUCT GUERILLA EVENTS ADS VIDEO PARTNERS BRANDS BLOGS SITES BRANDED


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CONSUMERS ARE KEY 5G MOBILE WWW TO WWN 100X FASTER CONNECTIONS 500M DISTRIBUTION NETWORKS CONSUMER OPERATING SYSTEM INTERNET OF THINGS EMPOWERS CONSUMERS WHAT AGENCIES HAVE CONSUMER PRACTICES CREATIVE BY CONSUMER Note: “96%: Creative Scale / Data Scale” 50B CONNECTED DEVICES (IOT) DATA MOVES BEYOND HUMAN COMPREHENSION CONSUMER OWNERSHIP OF DATA CREATIVE SCALE DATA SCALE


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