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 more?
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The Next Wired Generation: Orange Minds and the Future of Advertising
The Next Wired Generation: Orange Minds and the Future of Advertising
The Next Wired Generation: Orange Minds and the Future of Advertising
The Next Wired Generation: Orange Minds and the Future of Advertising
The Next Wired Generation: Orange Minds and the Future of Advertising
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The Next Wired Generation: Orange Minds and the Future of Advertising

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The Next Wired Generation: Orange Minds and the Future Of Advertising is an in-depth case study of Orange Academy – Africa’s School of Integrated Brand Experience – and the profound effect it has had on the Nigerian marketing communications industry.

We will explore the methodologies being employed by the School to make students rethink how brands connect with consumers especially in the online space. Samples of works and successful campaigns on social media will be shared with viewers to see the impact of an institution’s point of view can inspire, and how it can positively affect the development of campaigns, platforms and products in the advertising world.

This keynote was originally shared at Social Media Week Lagos:

http://socialmediaweek.org/lagos/events/the-next-wired-generation-orange-minds-and-the-future-of-advertising/

Publicado en: Marketing
  • @Ibeabuchi Ananaba: Thanks for your feedback, Ibe. we appreciate it...and will work on developing more trend reports that you'd love.
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  • Dude, i love ur presentation QUITE INSIGHTFUL Whoever that thought about the FASHION+TECH thingy is a Monster! So cool,..especially the REAL TIME angle of it....there n then the brand owner, consumers etc get update on the products pple like. Technology sort of does a research job some dude would’ve done over a period of time and also would be billed for. Cool &amp; Smart thinking!
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The Next Wired Generation: Orange Minds and the Future of Advertising

  1. 1. .. ... ... ... ... ... .. Evwonx ' x V L ' . '7 /7"t§€ #THENEXTW| REDGENERAT|0N ORANGE MINDS AND THE FUTURE OF ADVERTISING
  2. 2. ,[/ /,, :: /
  3. 3. L. =+~Lgl‘x-iI'L ‘I: n‘P"(: m Inikurpxwakuoil “(or 'nn; r=. I'u '~: :ux/ 915'» H-TI. Hoj. |.k_4§mxc: k§: ?” A ntfgce where anything! ' L, people keep it M‘ / 1 I . g' ‘Lu!22': ".’7'. .4.. s-’ ‘Au’: 21;; V
  4. 4. Lagos is estimated to be the second fastest growing city in Africa (7th fastest in the world). Lagos is the economic and financial hub of Nigeria and was once the capital of Nigeria.
  5. 5. Lagos is a melting point for businesses, diverse cultures, religions, people, etc.
  6. 6. but if you understand the inside "koner koner", you can get around the city. But if you're not careful about getting around. ..
  7. 7. aw? /., .// ,,, ,// /., /_ y/ Z2/. _,. _?. _ _ J , . fl/ /1/. . / 47 , flu.
  8. 8. If your Emstfie pays here. .. . ..you can make it anywhere else in the world!
  9. 9. 1/ C , ,_ tall, Flu/ la, , a i rtl/ ft (“A (J 1 WV. ) _. rib A . _, / L 2 . » I . ... N . , v4 r: L 7 4 , / V . xv: . , uffilrw . . c
  10. 10. And we are probably more diverse than the number of butterfly species that exist!
  11. 11. e love family 5; communal living. 1' A _ 4? '1 . . . 11 ' I-. ,v_ . ., /’ " ' 2‘: .. ' 1 , .. - I‘ 2- : r.. iinEr-“xr"“‘-'-'¢”: '.'*”! Z’? ’ L‘ 4 T 7
  12. 12. We enjoy parties and colourful celebrations.
  13. 13. We are fighting hunger and disease. .. N‘ ‘~. :"‘ )4 ‘ 1- ‘ 5‘)! ‘.4 . ;-’: "v'. ‘. 4. ' u’ ‘ . ‘ . .. ,0 1 , ,., ., ‘S 3 -’ ‘. GHTY IM AGE
  14. 14. .-—(. battle with political conflicts and terrorism.
  15. 15. We still love our music, . , film and sports. - Q7’
  16. 16. And very. ..
  17. 17. very. .-
  18. 18. Very good food!
  19. 19. We love to connect. .. . ..and. hang out in tribes
  20. 20. One thing the majority of O the diverse cultures u_ indigenous to Africa have in '§ common is communal habitation and a strong sense of community. I-
  21. 21. ‘n . ..our roots and our connection to it, is one of the strongest definitions of our individual realities as Africans;
  22. 22. Connections to our communities and the people there;
  23. 23. onnection to our families, both immediate and extended
  24. 24. Q E: the these connections are changing. / Technology is not only redefining how we connect with each other A _ as Africans, it is also expanding J- the frontiers of these connections beyond our continent. 9*‘ ’ ‘ 7. . KT .2.. . ea‘, k ' ‘ "/ . V_/ , .4 ”'. n'! _‘_ T” .31: 7 , t— . /r», W a _ r-, r+~: «,£T’. *1" ~‘~, « y / '__: . alerts: -s« ~: KT’? ! T L‘ l . «. — } ‘ gel 5;! ’ I; / w , i so-4
  25. 25. The unusual suspects? O Mobile Mobile tech tech Ill
  26. 26. The unusual suspects? Devices Devices
  27. 27. L . .: , / " 7 T‘ ‘K :5. ~ mug“ / ‘i « as Y {A ' WC ‘.3, 7 orb i 7' L"; ‘ ll Real. « wine wine r: Ca'i‘: a cia-(‘:3 "797" *97c*
  28. 28. The unusual suspects? Cheap access 5 Cheap access to the to the internet internet
  29. 29. I /3: The emergence and continued growth of mobile phones, smart devices and access to real-time data, information, cheaper software and tech tools is not only transforming the way we now connect with people. ..
  30. 30. .. .but also changing the way we design and develop products, engagement platforms, business models and communication plans.
  31. 31. are witnessing new trends by the . , minute! 5 l — , . t Youngpreneurs - Lindalkejihlog, Iroko TV, Iobberman Mobile Payment — Paga, UPS Online Retail — Iumia, Deal Dey, Konga Co-Creation 8: Collaborative WorkSpaces - CCHub E-Learning 8L Social Gaming — Skoool Nigeria, Digital Entertainment — iGroove, Kfrinolly, iRokoTV
  32. 32. Eccess to these platforms is available to any smart mobile device. With the proliferation of alternatively, cheaper phone sets e. g. Huawei, Tecno, Nokia — consumers across the country, especially in rural areas, can also engage with brands, buy new products, download utility apps and chat with loved ones in the city via social media. churchm. ag
  33. 33. Data and content integration have mission critical. Life now is mostly lived in terms of what can be experienced and how much of that experience can be shared seamlessly. Social media now play the roles of information provider, service provider and engagement facilitator.
  34. 34. .. .Creating an awakening of the need for new knowledge, new thinking, new skills, new collaborations, and new experiences!
  35. 35. There’s a new hunger for more. ..!
  36. 36. "Because everybody wants more. More access / More connectivity More customisation More convenience I M R U S 1 — . r U N a L R . C on
  37. 37. what does this really mean? more?
  38. 38. More means addition. To combine resources, to collaborate, to complement.
  39. 39. means to multiply. To increase productivity, to improve, to duplicatf.
  40. 40. means greater than. To become better, to be enhanced, to be superior.
  41. 41. means doing this over and over again! Collaborating; plying; Enhancing. 9 9 9:9:9 9,9 9 99 ,9:: ,:: : 9 99 999 9’9’9 9,9,9 9 O 9 '9
  42. 42. ore is the new collaborative economy. ..
  43. 43. This hunger for more is driving a renewed quest for information, tools, knowledge, finance. ! I xa? ‘ / tap It has fuelled a whole new generation of aspirational Nigerians who want to be all tlwn bgt
  44. 44. "> ’ Qmfidf Rise of the digital consumer; Revolution in mobile commerce; Technology start-ups and; Open collaborative spaces
  45. 45. They are pushing an interestingly tidal wave that will usher in new business models, interactive crowdsourcing platforms, and experiential solutions that are gradually changing how we market brands, develop products and communicate to consumers.
  46. 46. These creative peeps are called the “Orange Minds”.
  47. 47. They are the dfiewflreatives, the #Upstarts, ripreneurs, the #Younovators #Changegents .
  48. 48. Let’s back up a bit.
  49. 49. What is . v . . v ‘I K . A : V ‘x . ~3 . . .(
  50. 50. Orange rolls It moves continuously, waltzing restlessly around, making sense of all the chaos
  51. 51. Orange can balance It is deeply rooted in the alignment of both logic and magic; and combines this as the platform from which it launches awesomeness!
  52. 52. Check out these cool orange shades! /
  53. 53. its an attractive colour ‘:5. V N / "I . K . Orange is beautiful, l it's a show stopper. ' ~ ' . « r
  54. 54. Orange is layered Idea within idea; value within value; Life within life.
  55. 55. En orange has seeds Within one, you find hundreds of potential oranges. It's multiplier game is strong!
  56. 56. So, who is an Orange Mind? They are game changers. You only need one orange & / mind to change the entire game! -
  57. 57. Africa's 1st practical school of Integrated Brand Experience. .. www. cluborangeng. com
  58. 58. .. .sent restless ic moments . rand ' J l. . . I‘ , ’ Agak ; . I ‘ compelling storytelling. ~ ('6 ’ "I
  59. 59. gears are shifting f arketing, to ting”.
  60. 60. tin-marketing rests on the ability to connect the dots. .. Contextual ads kg$e‘$ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 d5 ' Creation so ran xpertences Product Design 99°“
  61. 61. People don’t buy _
  62. 62. Orange is a School that teaches students how to use both the left side (magic) and right side (logic) of the brain in BUYOLOGY.
  63. 63. This is because LOGIC + MAGIC = REETIVITT
  64. 64. til’ “at I ‘ This mind-set that they carry out into the world is quickly transforming the Nigerian market across sectors, especially in the marketing communication industry.
  65. 65. CASE STU
  66. 66. What is Orange academy about? Founded in 2009, Orange Academy is Africa's 1st practical school of Integrated Brand Experience poised to deliver an integrated brand experience that reflects the new consciousness of a continent through compelling storytelling. Its mission is to train and mentor local hands that will build global brands for generations to come. As the 1st Brand School in West Africa, Orange is transforming the approach to delivering marketing communications solutions in Africa. Orange Academy is not a school. It's a movement of people seeking to do things differently for brands and ideas.
  67. 67. ho is behin Orange? —is the Chief Imagination Officer of Orange Academy. He is one of Nigeria's leading experts in Brand Experience Strategy and Infectious Storytelling — a Muse that inspires orange minds, brands and ideas to be their absolute best. . Kenny has helped majo companies and brands earn their industries‘ best ratings. Kenny and his team foresaw a world where media ne Ideas seeded in powerful narratives wo rule the world of brand communication
  68. 68. Orange has grown from a if-student school to a lofl-student school in just 5 years. They have a growing alumni base of over S09 professionals working in the Brand Communications industry, in Nigeria and beyond. hat Orange has achieved? Within the last five years, and recently in partnership with CoolBrands House Netherlands, Orange Academy has trained over young minds either directly or through National Orientation camps and Colleges in the Magic of Commercial Storytelling, which is what is generally referred to as branding. Currently, orange Academy's Graduates, fondly known as the ORANGE MINDS, are in high demands by companies and brands that require compelling storytelling. Some of the graduates have gone to pioneer the Digital Social Media departments of major ad agencies, while some are creating social reformations through engaging conversations online and offline. Some of these recent graduates include Japheth Omojuwa, a Twitter phenomenon; Tomi Ogunlesi of First Bank Brand Communications; and Bemigho Awala, the 1st winner of Afrinolly Short Film Competition, among many others.
  69. 69. The rt of Eositive Thinking Orange created The Art of Positive Thinking in 2012, a CSR platform shaped to discourage the discrimination of people living with HIV and AIDS; giving them a chance to create the best out of their lives through creativity. This was actually a class project which has now turned into reality. Anyone can join in the Art of positive thinking; you can sponsor a creative mind to Orange Academy's IBX. A percentage of all such grants are put behind the APT project. Right now, Orange Academy has adopted a few Antiretroviral Centres in Nigeria and this is going to grow as the art grows. . ‘ i _k‘ I. ‘ _ i , . ‘ - , "~. I’ v I Illrllil, |'I
  70. 70. Eush Hour Kiosk Adepoju Bakare Last year a group of crazies came together, with one vision to build lasting value through co-creation. These buddies joined forces to create digital tools and resources that are affordable and easily accessible by start-ups, entrepreneurs and growing businesses. Take A Seat. .. There s Something For Everyone
  71. 71. Rush Hour Kiosk is a small booth, offering digital products & services to freestanding start- ups, entrepreneurs & growing businesses at the best prices. Their driving force and innate passion is to empower start-ups and growing businesses with digital and marketing communications resources such as logos, stationery, collateral materials, and presentation slides, multimedia and web design/ development at affordable prices. The platform is easy to use and can be accessed from virtually anywhere, on—the—go, by anyone. By signing up with either a Facebook or Linkedln profile and choosing a package that best suits your personal, professional and corporate needs; you are good to g0.
  72. 72. Who is behind Rush Hour Kiosk? Bakare Adepoju Daniel describes himself as what you get when you blend a tinge of Albert Einstein, a dash of J. R. R. Tolken and sprinkle it with a dose of Mark Zuckerberg. Bakare is a creative writer and brand experience strategist, an Infopreneur and a creator who combines wisdom with magic and the knowledge of in-depth consumer insights with the visions of an entrepreneur, thriving on information, trends and technology. He's an orange mind born in Orange Academy and Made in Headstart.
  73. 73. What has Rush Hour Kiosk achieved? . ..collaborated to develop over This year. .. I . web develo ers . . . . p fully functional and responsive websites starting from 50,000 naira ($240). - - Rush hour kiosk is continually altering the graphlc deslgners systematic way of offering and delivering digital solutions. content Writers www. rushhourkiosk. com
  74. 74. Eebruit (Eebruitco } is Rebruit is Africa's First Social Job Network founded in 2013 whose vision is to digitally foster job creation, growth and access in Africa ensuring that anyone qualified and looking for a job finds one.
  75. 75. Who is behind Eebruit? Hassan Badru is the founder and CEO of Rebruit. He's an entrepreneur with the drive 8L passion to impact the world by creating products that actually mean something to people and solve their everyday challenges.
  76. 76. What has Rebruit is increasingly connecting and organizing Africa's workforce in just a few clicks! Rebruit is tackling unemployment by Rebruit has allowing users create, find and share opportunities. They integrate existing social platforms such that users are now leveraging users on the platform their high ohuhe engagement 81 large network to access quality ‘‘ .24 : / 7 jobs or talents. Wlth CV9!" 3/ graduate leV€lJ0b$ Rebruit intends to fosterjob creation, growth and access in Africa.
  77. 77. Vibeoo (vibeoocom) Vibeoo is an innovative online start-up that lets you listen and enjoy quality audio content anytime, anywhere - featuring great shows and amazing hosts. It's a great way to rediscover your sound experience.
  78. 78. Who is behind Chinedu Abili-Mordi Vibeoo? Chinedu Abili-Mordi is a Co-Founder of vibeoo. com and Lead, Marketing 81 Technology at Vibeoo Media. As an alumni at Orange Academy, he gives back by co—facilitating the Break Away Design (B. A.D) courses introducing insightful modules like Product Design, UI/ UX and Web Design at Orange Academy. With over 10 Years of experience in Media, Technology and Marketing, quickly bringing a magic and logic balance that has been integral in vibeoo's strategic pivot at every required point. He enjoys being a Capricorn and open minded to new experiences.
  79. 79. What has Vibeoo achieved? 20,000+ listeners. 11 Shows 90"‘ episodes in the past 5 II1.0lthS.
  80. 80. EreeSpirit ia f reespirite Freespirit is West Africa's no 1. Specialized talent acquisition and JQl THE 1. outsourcing service for MMCC, L delivered and managed by C Headstart (a strategy and O: P M__M innovation firm). flOhZESclONALS Du, comm mo cnsmv: sznvrczs Umcm°"5 Freespirit provides end—to—end ‘ recruitment process management in ‘Q the MMCC ~ Marketing, Media, , Communication and Creative Services. I l I l Freespirit is much more than ajob — ~ portal; it's a community, a network of creative people in Africa.
  81. 81. FreeSpirit Recruitment is based on a simple formula Eind the best people and place them in positions where they help clients and
  82. 82. ho is behin f"reeSpirit? Fanen is a Serial entrepreneur with uncanny insights into the creation of innovative enterprises. He's the CEO at Medleypark. Folu is a rockstar brand strategist who is passionate about learning and creation, brands, innovation and design. Emeka is a strategist, trendspotter, tech savvy ninja and a smooth public speaker who is passionate about living and helping brand succeed.
  83. 83. What has Freespirit achieved? Freespirit has built a database/ network of over connected marketing communications professionals in just 7 months and has placed over MMCC talents across board that are helping organizations drive growth. -1 :5
  84. 84. TIE K TINK (Trends + Intelligence Network) is part-consumer intelligence, part-trends research, and part-innovation company; the first of its kind in sub-Saharan Africa. TINK is specifically designed as an innovation hub for agencies, brands and creative professionals seeking inspiration, practical case studies and innovations on what is going to happen next in their industries, and how they can leverage and commercialize trends for their own benefit. on a whole new level
  85. 85. Whds behind TIHK? ’ . ..§E. amE§Em a Pop Culture Strategist and trendsetter in the Nigerian advertising industry for over a decade having worked with Insight Communications, the most creative agency in sub-Saharan African as its Head of Marketing and New Business Cool Hunter: Spotting trends across the globe and sharing new insights, ideas, innovations and experiences with clients looking to understudy the emotional aspects of African consumer behavior.
  86. 86. Why brands must TINK? The impact of popular culture — afro-pop music and sounds, reality TV shows, pop-candy videos, celeb fetish, techvolution, minipreneurism and the rise of technology start- ups and co-creation hubs — is being felt across industries — fashion, mobile and telecoms, fast foods, retail, alcoholic and non- alcoholic beverages, online shopping, tourism and health -, and revolutionizing the Nigerian market. Brands are now rethinking rethinking and re- strategizing how they are branding, marketing and communicating tp the digital consumer. The growth of transmedia storytelling, branded content, contextual planning and digital advertising is a big blow to the business models used by ad agencies and the type of engagement formats developed by marketers. Brand teams are now compelled to redesign and share brand experiences, platforms and products that not only have marketing ‘baked-in’, but are also engaging, sustainable and resonate with conslumers.
  87. 87. What TIN K has achieved? Developed Future Of Reports Launched Trends Worth Billions website #Naija: Wired for the Future — Nigerian Consumer Trends Future Of Agency Future Of Online Shopping Future Of Mobile 8:. Telecoms Future Of Financial Services an intelligence platform for brands, agencies and businesses looking to understudy Africa cultures, consumers and commercial opportunities. an experience workshop program for brand custodians, marketers and agencies that helps them develop bespoke tools, roadmaps and platforms to help them effectively navigate the industries they are invested in. forecasting and consumer intelligence in organizations, redesigning their business models, and providing them with regular trend briefings, ideas and innovations using local cases studies. Designed and launched Innovation BizKit Incorporating a culture of trends mapping
  88. 88. ad/ ,
  89. 89. WEARABLE TECH GOOGLE GLASS + SMART WATCHES + FITNESS TRACKERS
  90. 90. Wearable tecii is revolutionizing marketing, retail, fitness and medicine. Wearable tecitnology encompasses innovations such as wearable computers or devices. . 1 ’’ ‘‘- % ~«-- fr’ / , Vb’ N. ‘ cg ' . ‘k"" ""= -— - “‘ s. ' / .5-
  91. 91. The existing wearable technology market is dominated by a small number of devices: smart glasses, watches and fitness bands, many of which interact with smartphones and tablets via apps to track users’ sleep, health, and movement in a trend known as the ’quantified self’. Wearable Tech
  92. 92. AUGMENTING LIFE
  93. 93. enting Life The next wave of wearable tech to be released into the market will consist of devices that incorporate either Augmented Reality or Virtual Reality technologies. Both technologies involve computer-generated environments.
  94. 94. These devices could transform broadcasting by enabling users to virtually attend live events like sports matches, concerts or university lectures.
  95. 95. FUTURETAINMENT STORY SELLING + PERSONALISATION + SOCIAL CONTENT
  96. 96. Futuretainment 1/ 4, I Technology is lifting the limits of creativity and transforming the possibilities for entertainment and leisure. This fusion of technology and creativity will allow us to deliver experiences once unimaginable.
  97. 97. The concept of ”one size fits all” no longer applies, as innovators around the world create tools that allow us to customize entertainment and leisure experiences to fit our own tastes and schedules and share them instantly with friends, family and an ever-growing digitally connected global community. [W ' . . riffs? ', - rfirrrr I ( L .1 U.
  98. 98. It : ‘J4 I . V DO. 9 4 II P“ . ‘I I l loo ‘ _ I , _ I S: -ave J . . . _. . ._. _ . __. .. __. .= ' . . : - Mobile storytelling and entertainment will dominate our lives, and offer rich, compelling experiences well beyond what is available today. :53 VI
  99. 99. VVv<: :‘ I Nil L (x X x. / , ya 3, / /,, /. /4/. ,. ,_ _
  100. 100. TI-IE future of fashion is not 5 simply about ¢. trendy clothes The innovations taking place at the intersection of fashion and technology are profoundly amazing and transformative. In many respects, the fashion industry today bears little resemblance to that of a decade ago—and will change even more in the decade ahead.
  101. 101. Fashion + Tech Social fashion: Brazilian retailer C&A has started a campaign that marries online and instore consumer decision making. Called FashionLike, whenever someone ‘likes’ an item of clothing online at the C&A website, that ‘like’ gets totalled on a screen embedded in a clothes hanger on the rack instore. Consumers can then decide whether they want the more popular clothes with the larger number of ‘likes, ’ or opt for the ‘less liked’ pieces. Cool, huh? f‘ashionLike rmm
  102. 102. THE future of . ... ... .. -_ fashion is in the ‘Cu EEEEEEEEE 55 ultimate and """"""" ‘" seamless integration of = === === === ~» ’ data and fashion. """" ’ ’ U" V J_.
  103. 103. I %3I: w’; IsiJJ_: Il. ‘T / I l ~ . T. I _. J1’ Todays ’ ii. ,1 marketina shops | ‘: lets u . 1»’l wantlobfiknownas or “brand consultancies” Afifidy Irrnhln inxpfi dd ‘flu-ui. ul-I tltnlsiclbl d~. ’n-ddny, ‘floq’n starting wmmrr funds. buying bruxk ' '“"‘ ‘°‘“‘°P'"“"°"““* Fee-for-service is
  104. 104. - cr5l'. "n‘”* 3-3"’ '- We’ve always said “Ch 1 that word of mouth~i. ~il"9> -- is the best medhrrg Q of all. Eugme word of Web, it’s " , even better! People seek brands that will help them survive, help them succeed and help V 5 them take care of their own. snns . They want brands that will help them be « loved and admired and that will, in some way, enrich or improve their lives.
  105. 105. The Future of Advertising Still Rests on the Art of Connecting brands & Consumers More than ever, it’s about authentic and compelling stories told in social media, video, interviews, data, graphics, case studies and narrative to add depth, context, ownership and insight.
  106. 106. It will become quite clear that there is a profound divide between creating a buzz & creating a brand. .. ‘Z HG v 3 V H GI YOU CAN BECOME ‘ / H STRONG ——Aun— I= t1_vIERFuL q. :0 Am1—— G 0 I . .-: .- C 5. 5
  107. 107. .. .There’s an important difference between a one-off stunt & an enduring brand story. ..
  108. 108. /. an algorithm and anyinsiglit, into human nature and betwe‘“d' a mere contact & true connectio’7int. a.’: r A
  109. 109. _. m_—m. -._—-—m-namumi
  110. 110. More than ever, brands will need authentic and compelling stories that are told consistently across all points of engagement It will also be revealed that media strategy and creative strategy need to come back together, and words like “digital” and “traditional“ will lose their meaning. They will blend into one word called "advertising, ” the art of connecting brands with people.
  111. 111. I e d o m V. c n e 9 A disruption; Communication planning specialists; bakedln: Stories are the product E11 #I. I'nIl«; >"4I= .sii(-fir : |k9:< mm , +.r_4_4v/ ! l‘(-1l-ilv/ II"§}: m1
  112. 112. abiity T severa eia, enperientia, These platforms are establishing Zggzgg gagggfi themselves as major “ _ destinations for advertising; %@ create flig- they will achieve substantial 1. pg g V a _ 7 growth and start winning ad @333-fie @@S%" gr deals worth hundreds of . , millions.
  113. 113. Smart TVs will blur the lines between TV and online video.
  114. 114. ./ /// /// /// , //. /,, //, ,// //, , , . /Z . W/ //, /// /// /// //Z
  115. 115. bine storytelling, otion hu with the tools brought to us the igital isruption.
  116. 116. sprea the story encourage people to so.
  117. 117. Incentivize people to try the alternative you are oting — through free trials, 4 A I,
  118. 118. elebrate aoption as it happens. Show that there is inclination for change.
  119. 119. 99» >2 reTZfi everything. www. tink. com
  120. 120. #iam Franklin Ozekhome welcome to the 1 ‘ 'T‘. fl<‘. l , ‘I ‘V 4’ 1'“ 1. I T T N‘ l I: I G I ' if; 1 . 1; r, #madeinheadstart

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