Advertising is dead long live advertising - how ad and revenue models are changing

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PLENARY PANEL DISCUSSION Advertising is Dead. Long Live Advertising - How are Advertising and Revenue Models Changing? Session Chair: Nevo Hadas Panelists: Rick De Kock (TBWA) Gavin Rooke (Isobar) Graeme Pitt (Freshly Ground Insights) Salwa Smaoui (Microsoft) Kwasi Twum (CEO Multi media Group, Ghana)

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Transcript of Advertising is dead long live advertising - how ad and revenue models are changing

Page 1: Advertising is dead   long live advertising - how ad and revenue models are changing

PLENARY PANEL DISCUSSIONAdvertising is Dead. Long Live Advertising - How are Advertising and Revenue Models Changing?

Session Chair: Nevo Hadas

Panelists: Rick De Kock (TBWA) Gavin Rooke (Isobar) Graeme Pitt (Freshly Ground Insights) Salwa Smaoui (Microsoft)Kwasi Twum (CEO Multi media Group, Ghana)

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Staying Relevant….an Advertising Agency’s view on

Media

Rick de Kock Director: Africa OperationsTBWA\Africa

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First, the Good News

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A (young) market of 1 billion

2020 - Consumer spending doubles to $1.4 trillion /households with discretionary income rises to 128 million

The Market & Money

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The 3rd Wave

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Happy Days! Right?

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But, your world is changing

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No Longer Business As Usual

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Big fish in small ponds…..

NOW

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Technology is the Killer App

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So, you can ride the waves of change, or drown in

them

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Like they did…..

They sold film – not memories They sold books, not ease of entertainment

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MindShift• Prescriptive

– Formats/Upfront payments• Flexible

– Client needs

• Massive inflation • Offer Value

• Going Alone– direct to clients

• Partner with Agencies

• Distrust over Compliance

• Transparency

• Media Channel • Marketing Solution

OWN YOUR DESTINY

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Thank you