4. What is
desirable to
Capabilities clients & Culture
consumers
Innovation
What is possible What is viable
with technology in the
marketplace
Infrastructure
4
Thursday, 18 October, 12 4
5. A brief recap
on
traditional
advertising
5
Thursday, 18 October, 12 5
63. We are the Medium
Passive
How our messaging effects them
“Who we’ll reach” Participatory
Creative is end point What they do with it
“Who they’ll reach”
Creative is only the beginning
63
Thursday, 18 October, 12 63
64. Marketing is a Conversation
Campaign Mentality
Execute the Plan Always On Newsroom Mentality
Listening & Adapting to the unplanned
Defend of the brand
Rely on major innovations Facilitator of brand worthy behaviour
Power of the tagline
Importance of small innovations, often
consumer-driven
Power of relevancy
64
Thursday, 18 October, 12 64
83. AND
LISTENING
ACTION
83
Thursday, 18 October, 12 83
84. Age of Age of
• Until Entertainment • mid-1980s Dialogue
• Next 2-5
mid-1960s to now years
• 1960s – • Now
1980s
Age of Age of Age of
Interruption Engagement Partnership
84
Thursday, 18 October, 12 84
85. Shift in what we value
Less
Creating Brand Awareness More
One Way Creating Brand Action
Major Mass Media
Marketing as facilitation
Media/Campaign Centric
Interrupt & Repeat (GRPs)
Where consumers want to connect
When consumers want to connect
Engagement
85
Thursday, 18 October, 12 85
86. What if we
prioritized
advertising budgets
like this?
86
Thursday, 18 October, 12 86
