CAN I HAVE A

JOB-DESCRIPTION PLEASE?

THE EVOLUTION OF THE ADVERTISING INDUSTRY AND THE COPY-JOB

CONFUCIUS

“STUDY THE PAST IF YOU WERE TO DEFINE THE FUTURE”

ADVERTISING IN 20TH CENTURY: ABOVE VERSUS BELOW THE LINE

THE BIGINSIGHT

BELOW THE LINE AGENCIES

ABOVE THE LINE AGENCIES

THE CLIENT WAS WORKING WITH 4 TO 5 AGENCIES FOR ALL DIFFFERENT JOBS AND SPECIALTIES.

THE CLIENT

CREATIVE AGENIES FOR ABOVE THE LINE CREATIVE WORK

1. PRINT (MAGAZINES/OUTDOOR)

2. TV

3. RADIO

DIRECT MARKETING AGENCY(DM)

BRAND ACTIVATION AGENCY(POS, BROCHURES, PROMOTION

MECHANICS + CREATIVE…)

INTERNET AGENCY (1.0)(ONLINE CORPORORATE

BROCHURES)

PR AGENCY(CORPORORATE PRESS RELEASES)

Problem 1: no coherence between the different communicationsProblem 2: lot’s of coordination worlk

ADVERTISING IN 20TH CENTURY: ABOVE VERSUS BELOW THE LINE

THE BIGINSIGHT

BELOW THE LINE AGENCIES

ABOVE THE LINE AGENCIES

THE CLIENT WAS WORKING WITH 4 TO 5 AGENCIES FOR ALL DIFFFERENT JOBS AND SPECIALTIES.

THE CLIENT

CREATIVE AGENIES FOR ABOVE THE LINE CREATIVE WORK

1. PRINT (MAGAZINES/OUTDOOR)

2. TV

3. RADIO

DIRECT MARKETING AGENCY(DM)

BRAND ACTIVATION AGENCY(POS, BROCHURES, PROMOTION

MECHANICS + CREATIVE…)

INTERNET AGENCY (1.0)(ONLINE CORPORORATE

BROCHURES)

PR AGENCY(CORPORORATE PRESS RELEASES)

Problem 1: no coherence between the different communicationsProblem 2: lot’s of coordination worlk

2000: THE INTRODUCTION OF 360° (OGILVY)

THE CLIENT

INTERNET AGENCIES

CREATIVE AGENCIES

STILL DIFFERENT COPYWRITERS IN

DNA:BRAND&CONTENT

All disciplines under the same roof but with

different companies

=360° IN THEORY

WALLS BETWEEN DISCIPLINES

MONEY AND EGO IN THE WAY

DNA:PERFORMANCE &

IT

WEBSITES OR BROCHURES ONLINE

DATASYSTEMS

SOFTWARE

• ADVERTISING AGENCY• DIRECT MARKETING AGENCY• BRAND ACTIVATION AGENCY• INTERACTIVE AGENCY• PR AGENCY…

2005: THE INTRODUCTION OF “EVERYTHING IS MEDIA”

EVERYTHING IS MEDIA

EVERYTHING IS COPY(Same copywriter writes it all)

EVERYTHING IS CREATIVE

INTERNET AGENCIES

ONE AGENCY

360° IN PRACTICE – NO MORE WALLS

DIFFERENT DISCIPLINES

UNDER ONE ROOF

360° IN THEORY

WALLS BETWEEN DISCIPLINES

MONEY AND EGO IN THE WAY

DNA:PERFORMANCE &

IT

WEBSITES OR BROCHURES ONLINE

DATASYSTEMS

SOFTWARE

=2.0 IDEAS ON THE 2.0 WEB

NEW: CONCEPT&CONTENT PROVIDERS

Radio crafters

2009: INTRODUCTION OF “EVERYONE IS MEDIA”

EVERYONE IS MEDIA

COPYALSO BECOMES “INVESTIGATIVE CREATIVE”

“INVESTIGATIVE” = HE CREATES CONTENT LIKEINVESTIGATIVE JOURNALISTS DO

“CREATIVE” = IT NEEDS TO CONTAIN AN CREATIVE IDEA

Concept provider?

Content provider?

Crafting radio, scenario télé?

Investigative Creative (social copy)?

WHAT KIND OF COPY WILL YOU BE?