Embed Size (px)
DESCRIPTION
A how-to keynote that points to the marketing industry’s shift toward actually putting consumers first. Let’s face it…the line between traditional and digital advertising is not blurry…it’s disappeared. Integration was a starting point, but now – it’s all about how brands can and should be weaving meaningful experiences into and around consumers’ lives.
Citation preview
Mike HalminenSVP Creative Director, MacLaren McCann
Thursday, 11 April, 13
A how-to keynote that points to the marketing industry’s shift toward actually putting consumers first. Let’s face it…the line between traditional and digital advertising is not blurry…it’s disappeared. Integration was a starting point, but now – it’s all about how brands can and should be weaving meaningful experiences into and around consumers’ lives.
Discussion:
Thursday, 11 April, 13
What is Mass Media
Who owns Brands
Consumers First: People Matter
New ways of Working
Some Work
Thursday, 11 April, 13
THE DIGITAL REVOLUTION IS OVER
Thursday, 11 April, 13
Thursday, 11 April, 13
TV IS NOT DEAD
Thursday, 11 April, 13
Thursday, 11 April, 13
The confusion is the understandingof what mass media is.
Thursday, 11 April, 13
A medium of communication (as newspapers, radio,
or television) that is designed to reach the mass of the
people —usually used in plural.
Merriam-Webster Definition of Mass Media
Thursday, 11 April, 13
The Seven Mass Mediums
Thursday, 11 April, 13
The Seven Mass Mediums
1. Print from the late 15th century
2. Recordings from the late 19th century
3. Cinema from about 1900
4.Radio from about 1910
5.Television from about 1950
6. Internet from about 1990
7. Mobile phones from about 2000
Thursday, 11 April, 13
Any Guess on what number eight will be?
Thursday, 11 April, 13
BRANDS TODAYDo Consumers Create them?
Thursday, 11 April, 13
Consumers don’t create brands... they consume brands.
- That’s why they’re called consumers.
Thursday, 11 April, 13
Consuming brands really means
“Buying Brands”so they don’t create or destroy a brand,
they put it out of business.
Thursday, 11 April, 13
Brands are more important now than ever.Simplify peoples lives made more complex and frantic because of technology.
Thursday, 11 April, 13
Brand Creation is a democracy where everyone involved gets a vote.
1. Companies - conceive and manufacture
2. Marketing - presenting the brand
3. Retailer - selling the brand
4. Consumer - buys the brand
Thursday, 11 April, 13
Successful brands must consistently be relevant and understood.
Thursday, 11 April, 13
Nothing has changed since the beginning of capitalism.
Technology, media, digital, social space create instant communities and mass awareness based on word of
mouth.
Thursday, 11 April, 13
Transparency has replaced objectivity and opinions can be generated in the absence of
fact- Opinion Journalism
Thursday, 11 April, 13
People support and do things they like.
Top three turnoffs:1. Lying
2. Insult and demean
3. Immoral behaviour
Thursday, 11 April, 13
Consumers First:PEOPLE MATTER
Thursday, 11 April, 13
Putting people first helps us develop ideas with purpose and enable experiences
that create value for people and brands.
Thursday, 11 April, 13
From:Consumers
Advertising
Digital
Fragmented
Multi Channel
Real time
People
Experience
Smart
Seamless
Omni channel
Predictive
Future Agency – People First
To:
Source:(CMI,(emarketer,(Forrester,(Trendhunter(
Thursday, 11 April, 13
CR
MCRM
CRMCR
M
Connected ContentDigital Roadmap
Thursday, 11 April, 13
NEW WAYS OF WORKING
Thursday, 11 April, 13
ART + COPY
Thursday, 11 April, 13
ART + COPY + CODE
Thursday, 11 April, 13
Digital Velocity
BrandArchitecture
}( where engagement happens )
Thursday, 11 April, 13
CreativeTechnologist
Digital Velocity
TechnologyGroup
Thursday, 11 April, 13
Brand & Technical Platform
Geo
AR
QR
Broadcast, Email, Websites, Radio, OLM,
OOH
100
75
50
25
0
Adoption of Innovation in Advertising
0
25
50
75
100
Market Share %
Thursday, 11 April, 13
Some Work
Thursday, 11 April, 13
Thursday, 11 April, 13
Thursday, 11 April, 13
Thursday, 11 April, 13
Thursday, 11 April, 13
Thursday, 11 April, 13
Thursday, 11 April, 13
Ajaz Ahmed & Stefan Olander: Velocity
VELOCITY is aboutSEIZING the MOMENTUM
of a BETA WORLD in
PERPETUAL MOTION.
Thursday, 11 April, 13
Thanks!
Thursday, 11 April, 13
