We face a digital reality today where our operational model is being extended but not, as much as its theoretical domain. In order to survive in this brand new ecosystem our profession has to adapt but not necessarily to change. We have to rediscover our inherited quality of asking “what”. Because the strength of our profession lies in our ability to turn “what if” in “what is”. The third part of this presentation asks: What really happened inside people’s heads by the digitalization of our world?

1. DON DRAPER GOES
DIGITAL AND
BEYOND
Part 3

2. What happened to communication?
What really happened to communication?
What happened to people’s heads?
What happened to strategy?
What happened to agencies?
WHAT’S NEXT?

3. WHAT DOES IT DO TO PEOPLE’S HEADS?

4. Information overload and our growing online dependence is
changing the way we think about, process and retain
information....

5. Attention Deficit Hyperactivity Disorder: We are becoming
increasingly reliant on a skim-read search and headline
oriented mindset

6. The influence of Skim Culture can be seen in the decline of
traditional linear narrative storyline in film and fiction. A new
generation of entertainment is being developed with multiple
simultaneous plot lines and endings

7. The immediacy of digital technologies is fueling the desire for
instant gratification; reducing attention spans and making
people crave new, more memorable (shareable) experiences.
Innovation junkies

8. A new culture of personal data is taking shape, and the
implications are profound, are these data available for
behavioral targeting, what about privacy, etc.
Is life becoming a number’s game?

9. Call it relationship inflation. Nominally, you have a lot more
relationships — but in reality, few, if any, are actually valuable.
Just as currency inflation debases money, so social inflation
debases relationships.

10. I've just started playing with Path a new network, what makes it
interesting is the in built ceiling of 50 friends - it means it
becomes a personal network for real friends where you can
share much more meaningful stuff. And it means as the user,
you'll be a lot more choosy about who you want to be your
friend.

11. Recognizing the growing call for privacy the online privacy
company Abine launched DeleteMe, a "delete button for the
Internet." Users can pay Abine between $10 to $100 to remove
photos, blog posts, videos, and search results, delete old
accounts, and stop companies from selling private data to
advertisers.

12. Mark Zuckerberg
“Privacy is dead”

13. The Consumer is KING!

14. Concubine Courtier Court Jester
The KING accepts only the
above...

15. and demands royal treatment

16. Howard Luck Gossage
“Nobody notices advertising. People notice
what they want to notice and sometimes it's
an ad.”

17. Antonis Kocheilas, Managing Partner LOWE Athens
email: antonis.kocheilas@loweworldwide.com
linkedin: http://gr.linkedin.com/pub/antonis-kocheilas/6/9b8/844
I am a strategic planner by trade. I am deeply interested in all developments
in the theory and practice of Strategic Marketing and Integrated
Communications. I have a fascination around the evolutionary impact of
technology and Media on the human experience. Therefore I read extensively
on the subject and keep myself up to date in every way accessible.

18. To be continued...
Tell me what do you think?