Wharton: Future of Advertising 2020

The Future Of Advertising 2020 ‘Time Spent With The Brand’

By Dean Crutchfield Associates

Objective Advertising 2020 aims to address the key

challenges facing the industry by proposing a desired future vision of what advertising could and should be, accompanied by a

concrete set of actions to achieve that future. By stepping back from the day-to-day we try to imagine a future on the other side of this

maelstrom.

Approach Over 150 thought leaders, innovators, and

visionaries from a breadth of disciplines and around the world helped co-create this

concept, and Advertising 2020 reflects a mosaic of their insights and ideas. Among

those who are in a position to actually make changes seek to understand what is possible,

not merely what is inevitable.

Dean Crutchfield Associates

Time Spent With The Brand

‘Time spent with the brand’ will be advertising’s most sought after metric

entering 2020 as the current concept of brand value, traditional marketing and retail outlets will have further eroded.

With the convergence of TV, computers and the Internet, new century

advertising’s bright lights and trumpets will unleash their sophistry in 2020 on the US Presidential election, Europe’s

UEFA Cup Final and the Olympic Games. All massive media events enjoyed by billions around the world that will be

empowered by the new normal in smarter advertising.


Old Sales Funnel By 2020 we no longer subscribe to the old ‘sales funnel’ approach where consumers hold a large number of brand options and

narrow their choices to an eventual decision aided by advertising. Consumers already limit

their brand options at the first consideration stage, seeking out input from peers, reviewers, vendors and competitors. Increasingly consumers are delaying

purchase decisions until they're actually in-store or about to hit purchase – that opens up

when and what touch points consumers are most open to influence and how to create

positive consumer experiences at those points.

Ever more powerful will be point of purchase and Near Field Communications (NFC) offers radical potential to push tailored content and brand offers to a customer’s specific location

or share social coupons with their friends.


The New Model Encouraging customers to interact,

manipulate, and engage with the product by proactively taking part in sharing the brand is

the Holy Grail for advertising today: Bain & Co. found that the most recommended

company in any given category grows 2.5x the category average. To ensure time spent with

the brand, advertising needs to develop its social skills to a whole new level to exploit

the huge shift in post-sale behavior. Boomers will be center stage for advertisers in Western countries, a hugely powerful

consumer segment that has migrated online and adopted technology with alacrity. New

mass audiences have also formed, including one billion young digitized middle-class, ‘Gen

C’: connected, community-oriented and content-centric consumers for whom digital is second nature and by 2020 they make up

40% of the world’s population.


Shareability Consumption patterns will be tied to the

exponential increase in social networking threaded throughout our day, mostly using

mobile devices. Six billion “Broadcast Braggarts” will be sharing their lifestream

offering hyper personalized information from friends, online status, location,

preferred communication, hobbies and shopping habits. This will transform social

media advertising opportunities with how we work and how we consume. ABI Research

estimate over 136 billion apps will be downloaded worldwide by 2017, much of

which is currently unverified. This represents a huge opportunity for

advertising to enable content creation by inviting ideas from consumers via co-

creation, collaboration and crowdsourcing as viral marketing and peer reviews

amongst consumers will be essential to entice ‘shareability’.


In The Home The real battle for consumers’ time spent with the brand will rage in the home. By 2020 consumers will enjoy over $1.5 trillion of global entertainment using superfast technology with wireless devices the dominant tool for business, entre-preneurship, and Internet access for billions of consumers.

Technology will be intimately woven into our lifestream and with prices for ‘handheld’ smartphone technologies dramatically lower, mobile strategies in advertising will optimize the prevalent fast speeds, NFC, QR cards and RFID technologies across a growing multitude of digital interfaces and physical touch points, all seamlessly connected in the cloud.


Funding Future Marketing Global media spend will be more than $1.6 trillion and endless varieties of curated advertising strategies would have evolved with the industry more intertwined. To fund budgets many big brands are piling down Madison Avenue looking for efficiencies they can add to their marketing budgets. Coke plans to strip out $550M of costs to fund future marketing and other major advertisers are following suit. To match the demand for fresh ideas, agency holding companies will devise new structures with their specialist businesses bundled under their main agencies with clients more involved and agencies forced to adopt pay-for-performance models that our archaic system of agencies employing a few creative teams to drum up category busting ideas simply won't cut.

By harnessing communities across multiple platforms, advertising can create new value pools by placing consumers at the center of the brand experience: 1 in 3 people come to a brand through a personal recommendation. Advertising needs to create demand by being harbingers of change; whether online, mobile or televised, the experiences we have with advertising need to undergo big changes and we have the mind-set, skills and next-generation media to engage (4Screen) consumers who have more power than ever.

Take 3D, it will be super efficient, enhancing the immediacy of the pictures and offering controls that allow the viewer to change their viewpoint or zoom in and out – watching from home will offer an experience never thought possible. And we’ve hardly seen the potential of technology to customize outdoor advertising and sponsors’ localized messages aimed at different segments and market sectors simultaneously.


4 Trends Four consumer trends will have direct impact: ‘Nomad,’ the mobility of people to move to different places creating multiple opportunities for localized brand engagement. ‘Downsizing,’ the growing trend for calorific control and quantity, such as dosing, has diverse implications for interconnected advertising. ‘Back to the Farm’ speaks for our enchantment with all things green and will force big brands to open deeper two-way conversations with consumers as witnessed with Nestle and it’s poorly handled Palm Water debacle. Finally, ‘Bring it Home’ will have major implications for consumers’ time spent with the brand as a direct result of the ‘debtcade’ having forced billions of people back to their homes for entertainment and food – battle for the lounge.


DCA Help Clients Sell More Services

New Business Development Sales Training

Seize More Opportunity Brand & Content Strategy

Business Activation Growing Clients

Win More Business Presentation Skills

Pitch Doctoring


In the pursuit of opportunity without regard to resources held, Dean Crutchfield has

targeted and won millions in new fees from the world’s

leading brands.

By convincing senior executives at Fortune 500 companies on brand architecture, portfolio

rationalization, go-to-market brand strategies, product and

business innovation, Dean Crutchfield has directly helped clients generate billions in new

business growth.


Global Client Experience

Aviva* BP BT*

BSkyB* Camper & Nicholson Carter’s Cellcom* CITI Comcast General Electric Kraft Fila Frito-Lay Littlewood’s* McDonald’s M50

McKinsey Metsä Serla* Nomura* PepsiCo PG&E Pitney Bowes RBS* Scanfinest* Shell Smirnoff Staples Sunglass Hut Target Tower of London* Warburg Pincus WGM Dean Crutchfield Associates

“Dean always cuts to the core of what needs to be done and said. He helps bring clarity and provides value by being an outsider with no agenda, so he can help you stand back and see things from different perspectives. Dean helped us think through solutions and then form the best way to present those solutions in a persuasive and compelling way.” *References upon request

* Overseas Project

Armed with rich content, deep

knowledge, 2x2 matrices and a white board, we rapidly

create targeted, multi-channel growth programs that generate immediate

Impact Dean Crutchfield Associates

What DCA Delivers Achieving growth

For ambitious leaders who are driven to grow fast

Creating new business Orchestrating and activating accelerated outreach programs

Building efficiencies

Rapidly sourcing the best talent for the business

Improving margins

Rallying teams behind the brand and go-to-market strategy

Boosting win rates

Delivering your best case and winning face forward


Working with DCA

Catalyzing top line growth for clients is what we thrive on: delivering your best case and winning face, encourage your people to move the needle north and sharpen the product offering. DCA (Dean Crutchfield

Associates) achieve growth for clients by tailoring brand-led techniques that are uniquely participant

centered. We guarantee results. Whether it’s a better pitch, winning new mandates, a better team or more

fees, you will find our fee in your business within weeks.

DCA programs have been thoroughly tested and

proven with start-ups and the world’s greatest brands, uniquely adding immediate value.

When you hire DCA, you get results. If you have the

right people attend the sessions and complete all of your committed decisions and pilot initiatives and are still not satisfied or seeing results by the agreed time frame, we will coach and advise you free until you do!


Working with DCA

By deploying real world strategies and hands-on collaboration to inspire teams we create content backed by actions that will assure you of seizing

every good opportunity, selling more services and winning new business.

For 20 years Dean Crutchfield has advised the

world's most iconic brands, built businesses, created new companies, opened international offices and spoken about the role of brands at Duke, Kellogg,

Wharton and the Google Speaker Series. He has made appearances on all major TV news networks, commentary in the global press, editorials in major

business publications and is a Contributor to Forbes.

With a proven ability to inspire and push the boundaries beyond the notion of what was thought possible, DCA excel with clients who are looking to

run fast, led by CEOs, CMOs, entrepreneurs and executive teams eager to capture dominant levels

of success.


Dean Crutchfield Associates Sell More, Seize More, Win More

Growth Advisors

Dean Crutchfield Associates Dean Crutchfield Associates

Contact: [email protected] +1 917 239 3303 333 East 34th Street, Ste 15A/B, New York, NY 10016
