The case of contemporary advertising

OR

Once upon a time the world of advertising was pretty simple

But now we have entered a new era

of COMMUNICATION

CHALLENGESMedia FragmentationClutter of messagesConsumers are

empoweredInfluence of technology

OPPORTUNITIESNew tech access to engageRelevant ideas and insights neededCompanies ready to pay for always on More media touch points, targeting possible

We need to take a leap of faith towards

change …

NEW QUALITIES ARE EMERGING

AuthenticMeaningfulExperientialAlways onPlugged inInteractiveFlexibleResourcefulSimpleDirectMagnet

THE NEW CLIMATE DEMANDSA NEW FORM OF CREATIVE STRATEGY

INSOMNIACreativity that never sleeps

OUR VISION

Create ideas people want to sleep with

OUR VISION

And sometimesIdeas that you want to wake up with

STRUCTURE: CULTURE:

Connect Brands with target audience

Create meaningful brand experiences

Give staff thefreedom tocollide withknowledge andremain plugged

in

Flexible, informal allowing all parties to come together and contribute to idea generations and prototyping

Passionate,Always onFlexibleEars & eyeseverywhere

PEOPLE:

STRUCTURE: CULTURE:

TASKS:

CHRONOBIOLOGICAL APPROACH

MAXIMISING THE CREATIVE OUTPUT

A: MORNING PEOPLE

B: NIGHT TIME PEOPLE

C: SLEEPERS

PLUGGED IN 24H365 DAYS

USING REAL WORLDOBSERVERS TO GAIN…

MORE REAL LIFE INSIGHTS

IDEASBASED ONREAL EXPERIENCES

TARGETINGPEOPLE INREALTIME

USING NEW TECH TO REVIEW REAL IDEAS

2424

INSOMNIA

GOOD NIGHT or GOOD MORNING

it does not matter really….AS LONG AS YOUR REAL