Newspaper industry Film industry Music industry Advertising agencies.
The Transition of the Advertising Industry
Click here to load reader
-
Upload
hunter-territo -
Category
Education
-
view
1.101 -
download
1
Transcript of The Transition of the Advertising Industry
EVERYTHING HAS CHANGED, EXCEPT HUMAN NATURE
CULTURE1
A ROLLING STONE GATHERS NO MOSS.
I don’t have to learn any new technology because whatever I think up can be executed by someone.
GRIT
IT’S TIME TO FIGHT BACK.
COPYWRITER ART DIRECTOR
COPYWRITER ART DIRECTOR
Advertising strategy is no longer about inspiring the creation of only an an ad.*Edward Boches
COPYWRITER ART DIRECTORSOCIAL MOBILE
WEB SOCIALMOBILE PR
PROCESS2
A MORE QUIET APPROACH
COPYWRITER ART DIRECTORSOCIAL MOBILE
STEFAN MUMAW’S CREATIVE EXERCISE:
Remember the first time you found out there was a toy in the bottom of a cereal box? You would mutilate that freshly opened box of cereal for the prize at the bottom. Nobody told us we should just open the box from the bottom, oh no. Would kids in the wild, wild west have done the same? We’re about to find out.
Get a partner. The two of you are going to write down as many possible (or impossible) cereal box toys as you can conjure if boxes of Frosted Flakes were around during the wild, wild west. But you only have 3 minutes to do it. Ready?
QUANTITY VERSUS QUALITY
WE HAVE A NEW DEFINITION OF QUALITY
PROGRESS OVER PERFECTION
The most important part of the process is to begin.*Jason Fried - Rework
MOMENTUM FUELS MOTIVATION
The amateur has 99 great ideas that all begin tomorrow.*Stephen Pressfield - Turning Pro
Imagination without action doesn’t make you creative; it only makes you imaginative.*Linda Naiman - Creativity at Work
We don’t go on because we’re ready. We go on because it’s 11:30*Andy Samberg - Former SNL Cast member
STRATEGY3
WE’RE OBSESSED WITH BIG
We’ve confused the ends with the means.*Gareth Kay
THINK SMALL
LIGHT A MATCH THAT STARTS A FIRE
CREATE BRAND EVANGELISTS
BUT, HOW?
FRESH
FRESHORIGINAL
FRESHORIGINALUNEXPECTED
FRESHORIGINALUNEXPECTEDBEAUTIFUL
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVE
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUS
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLE
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORY
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLE
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLEENTERTAINING
The average Facebook user has 190 friends. If you post something to your friends, they repost to their friends, and they repost to their friends, you will have reached 6.9 million people in just 3 generations of sharing.
INTERACTIVE
INTERACTIVECONTINUOUS
INTERACTIVECONTINUOUSSHAREABLE
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORY
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLE
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLEENTERTAINING
CREATE VALUE
EMULATE CHEFS
BECOME A RESOURCE
PROVIDE ENTERTAINMENT
MAKE IT INTERACTIVE
WE LIVE IN THE INTERSECTION OF CULTURE AND COMMERCE
We have to become the stuff that people are interested in.*Luke Sullivan: Hey Whipple Squeeze This
LIGHT A MATCH THAT STARTS A FIRE
FRESH
FRESHORIGINAL
FRESHORIGINALUNEXPECTED
FRESHORIGINALUNEXPECTEDBEAUTIFUL
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVE
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUS
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLE
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORY
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLE
FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLEENTERTAINING
CULTURE1 PROCESS2 STRATEGY3
THE LOVE OF COMFORT IS THE ENEMY OF GREATNESS
HUNTER E. TERRITO@hunterterrito
twitter.com/hunterterritoslideshare.net/hunterterrito