3. Telemarketing (1970)
Radio Television
Gutenberg (1450) Advertising Advertising
(1922) (1941)
PC (1984) Email (1995) Blogging (1998)
Search (1997)
Augmented
Reality &
TiVo (2003) Social (2006) Smartphones – Mobile - Tablets (2007) Application
Development
(2009-12)
4. Reaching 50 Million Audience
Radio - 38 Years
TV - 13 Years
Internet - 4 Years
iPod - 2 Years
Facebook – 1.2 Years
5. The speed at which new
advertising streams are
being created is
mindblowing...
7. These consumers of mine are crazy.
My organization is nuts and so are my suppliers.
ROI? Looks appetizing but tastes funny.
CMO Pain Points
I am losing opportunities with my data every minute.
I STILL know half my ad budget is wasted...but at least some is in digital.
What’s my exit strategy from this gig?
13. Our pain points?
• My silos expose my weaknesses.
• These clients are crazy. Faster. Better. Cheaper.
• I have too many farmers, need more hunters.
• Go digital or go home, just don’t lose the :30.
• Premium on ideas more than ever.
• As for talent, when in Rome, steal.
17. Telling, not yelling.
“The agency’s job is to create content so
valuable and useful that consumers wouldn't
want to live without it.”
Chuck Porter
Chairman
Crispin Porter + Bogusky
October 2011
18. STOP START
Interrupting Engaging
Directing Connecting
Shouting Enticing
High-powered messages Engaging content
Reacting Interacting
Return on investment Return on involvement
Big promises Intimate gestures
Explaining Revealing/Discovering
19. To view the Jay Z “Decoded” video, click here:
http://www.youtube.com/watch?v=fnVZTBuzxP4
21. To view the Consumer-Advertiser video, click here:
http://www.youtube.com/watch?v=heSudg-tfIk
22. Catching consumers
• Old world – try catching everyone. New world
– try catching the few good ones.
• The reality, consumers can choose now.
• Solution: don’t reach many, reach a few.
They’ll do the work.
24. Time for a newer model.
• Still need:
– Sales guys, creators and producers
• Now need:
– Community managers
– Content generators
– Listening analysts
– Cultural anthropologists
28. Do more than ads.
• Old world – push. New world – push and pull.
– Customers can turn you off
– The product is the advertising
– We can create movements, noise and buzz
without only doing ads
29. To view the Burger King “Whopper Face”
campaign, click here:
http://www.youtube.com/watch?v=lBvtANapQwU
32. Why Omnicom Opts Out of Digital Spotlight
No. 2 Holding Co. Has Been Quiet on the Interactive Front. Is it Failing to
Evolve or Does it Know Something the Others Don’t?
“We will all digitize one way or the
other, if not, our clients will flee.
That's how agencies die.”
- John Wren
CEO, Omnicom
33. To view the “Last Advertising Agency on Earth”
video, click here:
http://www.youtube.com/watch?v=ERGrSQoY5fs
34. Oh yeah, digital.
• Old world – integrated. New world – integrated.
• The reality is:
– Everything is digital, nothing is digital.
– Large agencies struggle to get digital
– Digital agencies need “outside digital” to grow
• Bottom line: Digital is required as a separate
expertise to show wisdom that weaves its way
into the operation.
35. 1. Telling, not yelling.
2. Consumer-chasing.
3. Time for a new model.
4. Do more than ads.
5. Oh yeah, digital.
36. Surviving the chaos?
1. Kaleidoscopic collaboration
2. Highly flexible relationships – whatever works
3. Breakaway, dynamic, more actionable intelligence
and insight
4. Inspired, accurate measurement-as-you-go
5. A maverick orientation
39. - 1970: Maurice & Charles start a London-based ad agency
- 2011: We are New York based, have 140 offices in 76
countries. We are owned by the Publicis Groupe, the 3rd
largest communication group
40. - Famous campaign: “Labour Isn’t Working.” is seen as helping
the Conservative Party win the 1979 election in the UK.
- In addition, huge acquisition plans for growth in 1970’s and
1980’s (39 agencies in 16 years for over £2.3B)