A Conversation about The Future of Advertising

A conversation about the future of advertising

@edwardbochesedwardboches.com

Thursday, February 11, 2010

Part 1Inspiration


wenneker’s antlers


this was the way to

build a brand


this is the new way


Part 2Exploration


brands

agencies

media

consumers

technology


platform

talk value

community

crowdsourcing


Sowhat is the future of advertising?


it ain’tan ad


we used to watch


now we create


our relationships with media are

more complex than ever


community is our new source of content


we want to do business with a person


we possess more power than ever


and we take it wherever we go


there’s no such thing as perfect, only perfects


the mp3 is good enough


attention is the new scarcity


once, advertising told stories


now it’s about getting others to tell our stories for us


"We were so overwhelmed with the level of entries and range of high-quality creative ideas pitched for the brief that we found it impossible to pick one. We're certain the two ideas will be a successful campaign for the Peperami brand and the legendary Animal."

Peperami marketing manager Noam Buchalter


It’s about inspiring them to actually write and create those stories with us.


audience or community?


what is creative?


Better yet, allow the consumer to become the story.


and finally, if you do tell stories...


this is not easy


Part 3Transformation


Targeting + Creative + Conversation Strategy will be new formula

Curator/choreographer will emerge as the new important role

Crowdsourcing will grow in popularity whether we like it or not

Whoever hires the best digital talent will win

Creativity will matter more than eversince you can’t buy attention


audience

message

target

penetrate

media plan


community

content

inspire

collaborate

interest plan

audience

message

target

penetrate

media plan


thank you.


A Conversation about The Future of Advertising

Business

Transcript of A Conversation about The Future of Advertising