The case of contemporary advertising
•Descargar como PPTX, PDF•
1 recomendación•246 vistas
Insomnia
Recomendados
Recomendados
Más contenido relacionado
Similar a The case of contemporary advertising
Similar a The case of contemporary advertising (20)
Último
Último (20)
The case of contemporary advertising
- 1. OR
- 2. Once upon a time the world of advertising was pretty simple
- 3. But now wehave entered a new era of COMMUNICATION
- 4. CHALLENGES Media Fragmentation Clutter of messages Consumers are empowered Influence of technology
- 5. OPPORTUNITIES Newtechaccess to engage Relevantideas and insightsneeded Companiesready to pay foralways on More media touch points, targeting possible
- 6. We need to take a leap of faith towards change …
- 7. NEW QUALITIES ARE EMERGING Authentic Meaningful Experiential Always on Plugged in Interactive Flexible Resourceful Simple Direct
- 8. THE NEW CLIMATE DEMANDS A NEW FORM OF CREATIVE STRATE
- 9. INSOMNIA Creativity that never sleeps
- 10. OUR VISION Create ideas people want to sleep with
- 11. OUR VISION And sometimes Ideas that you want to wake up with
- 12. PEOPLE: TASKS: Give staff the Connect freedom to Brands with target audience collide with knowledge and Create remain plugged in meaningful brand experiences STRUCTURE: CULTURE: Flexible, informal Passionate, allowing all Always on parties to come Flexible together and Ears & eyes contribute to idea everywhere generations and prototyping
- 13. CHRONOBIOLOGICAL APPROACH
- 16. B: NIGHT TIME PEOPLE
- 17. C: SLEEPERS
- 19. USING REAL WORLD OBSERVERS TO GAIN…
- 23. USING NEW TECH TO REVIEW REAL
- 24. INSOMNIA GOOD NIGHT or GOOD MORNING it does not matter really…. 24
Notas del editor
- Today’s media landscape would be almost unrecognisable to the world that Harry Crane worked in. The world in which we operate as a business has shifted. It hasn’t been an overnight change, but over recent years the pace of change has accelerated faster than ever before. What constitutes as ‘media’ is changing daily, and we need to adapt and change to this new world of opportunity.So, what is driving this change? We think 5 big factors are at play:
- “Integrated Marketing Communications” can no longer adequately meet the needs of this fluid, participatory brand world. We are way beyond integration – where each touchpoint matches the message from the other. We are trying to plan and unite chaotic experiences across a variety of connection pointsWe need to move from old linear models (integrated planning) to new more fluid ones (experience planning).