The Future of Advertising: Still the Greates Business. Presentation made to Professor Tobe Berkovitz's Video and Media class at Boston University College of Communications on 12/2/2009.

1. So
what is the future of advertising?
Thursday, December 3, 2009
Everyone is asking this question. What is the future of advertising? Brands will still be
around. But change will continue to accelerate.

2. it ain’t an ad
Thursday, December 3, 2009
What is this? And ad? A community? Co-creation? The role of brand, consumer, message
and media are blurring. And that doesn’t even include the technology. Nike’s Chalkbot
posted consumer generated messages on the roads of the Tour de France.

3. everything has changed
Thursday, December 3, 2009

4. everything has changed
consumers
brands
marketing plans
creative
agencies
Thursday, December 3, 2009
Consumers, brands, marketing plans, creative and agencies aren’t what they used to be.

5. the consumer
used to watch
Thursday, December 3, 2009
Consumer used to watch. http://bit.ly/3ZpBln

6. now
she creates
Thursday, December 3, 2009
Now they share, comment, criticize and create. http://bit.ly/2zhG4x

7. she takes control
Thursday, December 3, 2009
Comcast must die, the site and additional consumer generated content preceded things like
Motrin Moms and United’s guitar fiasco. Consumers are in control, not advertisers.

8. she posesses
new power
Thursday, December 3, 2009
Red Laser, the killer iPhone app that lets you check the price of everything.

9. this is a brand
This is a brand
Thursday, December 3, 2009
This man is a brand. You should know who he is.

10. Thursday, December 3, 2009
A folding table, a video camera, some knowledge and a little passion = an $80 million dollar
brand and getting bigger every day.

11. marketing plans
as we know them
are dead
Thursday, December 3, 2009
A new way to launch a product?

12. Thursday, December 3, 2009
Target bloggers and YouTube videographers. They are the new influencers.

13. what is creative?
Thursday, December 3, 2009
What is creative?

14. Thursday, December 3, 2009
How about an avatar that is a product demo, a media channel, a satisfied customers all in
one?

15. what happened
to the advertising agency?
Thursday, December 3, 2009
Remember TV spots? This was one of the greats.

16. LINK
Thursday, December 3, 2009
From an agency that just went out of business.

17. LINK
Thursday, December 3, 2009
From an agency that just went out of business.

18. Thursday, December 3, 2009
Only to be replaced by a new model. Say hello to crowdsourding.

19. "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
Thursday, December 3, 2009
It’s happening everywhere, on both sides of the pond. What does this mean? Is this a trend?
Will we see better work? Should we embrace co-creation?

20. Thursday, December 3, 2009
Thousands of people lose their jobs. One person makes a movie about it thanks to social
media. Are the unemployed learning how to use that social media? They better be.

21. Thursday, December 3, 2009
Even though the signs are of desperation and decline...

22. Thursday, December 3, 2009
....people still want to work in this business.
(photo by Aaron Nace: http://bit.ly/6xQvAl)

23. Thursday, December 3, 2009
Why? Because it’s still the best business in the world if you love to think, solve problems,
create, and be part of a tribe of like-minded people.

24. thank you
Thursday, December 3, 2009