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The future of advertising
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1vrijdag 6 november 2009
This is FHV BBDO
2vrijdag 6 november 2009
3vrijdag 6 november 2009
3vrijdag 6 november 2009
Theme of this presentation
The future of advertising is “total branding”
4vrijdag 6 november 2009
Some facts and figures…
5vrijdag 6 november 2009
If Facebook was a country it would be the 3rd biggest
country in the world(+ 300.000.000 users)
6vrijdag 6 november 2009
Ashton Kutcher andEllen Degeneres have more
twitter-followers than the whole population of Norway, Ireland and
Panama combined
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Every month 31 billion people knock on Google’s door
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Every month 31 billion people knock on Google’s door
In 2006 this number was 2,7 billion
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The average American spends over 8 hours a day looking at screens: tv, mobile, computer,
instore TV, etc.
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26% of all Dutch 2 and 3 year olds use the internet minimal once a
week
Qrius
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New mediahave changed advertising
for good
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The traditional domain of ad agencies is
becoming smaller
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Companies have moreand more means
to get in touch withconsumers
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“Everything a brand saysor does, or sometimes
does not, sends a message.”
(Giep Franzen)
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Or, stated differently,
everything iscommunication
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Ad agencies of
the future are not just
about advertising
they are about
branding
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Branding:
Creating a coherent
image through all
interactions between
consumer and brand
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Brands are valuable
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financially....
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<=>?22vrijdag 6 november 2009
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=@>?
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it's scientifically proven: strong brands havebetter commercial
results
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Brands are valuableemotionally…
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Brands have
evolved
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Giep Franzen
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So have media...
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And so have people
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Branding is a “people’s business”
It is more and more about
creating value and meaning
with consumers
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People are driven by their emotions
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So to create financial value
brands need to create
emotional value first
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The Age of Emotion
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What does that meanfor brands?
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Symphony
Relevance
Story
Meaning
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Symphony
Relevance
Story
Meaning
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what does your
BRANDmean
to the world
?41vrijdag 6 november 2009
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Symphony
Relevance
Story
Meaning
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the queen died and the king
died
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the queen died and the king
died of a broken
heart
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Why should a
brand tell stories?
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“Brands are mental containers of associations that work as internal information sources for shoppers”.
(G. Franzen, Mentale wereld van merken, 2000)
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Symphony
Relevance
Story
Meaning
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Consumer insights
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Symphony
Relevance
Story
Meaning
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Brands must understand the connection between
diverse, seemingly separate, disciplines
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SymphonyOrchestrating all
disciplines to create acoherent brand image
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Interpolis makes insurances transparent
Pay OffGlashelder
(“Chrystal Clear”)
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Summary
New media have changed advertising for good
The traditional domain of ad agencies is becoming smaller
But the ad agencies of the future are not about advertising, they are about branding
Creating emotional meaning around brands through: meaning, stories, relevancy and symphony
58vrijdag 6 november 2009
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