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ADVERTISING AT THE SPEED OF CULTURE.

ADVERTISING AT THE SPEED OF CULTURE. Colleen DeCourcy – Chief Digital Officer TBWA Worldwide. HEAR ME!. HEAR ME!. SEE ME!. HEAR ME!. HEAR ME!. SEE ME!. THREE BASIC IDEAS. DON‘T HUNT DOWN TARGET GROUPS. ENGAGE YOUR AUDIENCE. THE HOW AND THE WHERE ARE AS IMPORTANT AS THE WHAT.

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ADVERTISING AT THE SPEED OF CULTURE.

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  1. ADVERTISING AT THE SPEED OF CULTURE. • Colleen DeCourcy – Chief Digital Officer TBWA\ Worldwide

  2. HEAR ME! HEAR ME! SEE ME!

  3. HEAR ME! HEAR ME! SEE ME!

  4. THREE BASIC IDEAS

  5. DON‘T HUNT DOWN TARGET GROUPS

  6. ENGAGE YOURAUDIENCE.

  7. THE HOWAND THE WHERE ARE AS IMPORTANT ASTHE WHAT.

  8. FOUR TRUTHS

  9. 1.

  10. MORE PLATFORMS, MORE CONTENT, MORE SPEED.It’s all about the thousand micro-interactions not the one big deep experience.Old media suffer from ADD, break big stories andthen abandon them. New media are OCD, obsessive compulsive.

  11. 2.

  12. EVERYONE CAN CREATE MEDIA FASTER,BETTER AND LESS EXPENSIVELY USING TECHNOLOGY.

  13. 3.

  14. THE MANIPULATION OF MEDIA AND DATA IS WHERE THE MAJORITY OF THE $$ ARE BEING SPENT

  15. 4.

  16. WE NEED TO OWN THE CONVERSATION NOT JUST THE CREATIVE

  17. IT’S NOT ABOUT ONLINE VS. OFFLINE

  18. WE’RE CHASING THE WRONG RABBIT.

  19. FOR THE PAST 2 YEARS, “DIGITAL” HAS BEEN A HUGE DISTRACTION • Acquisitions, mergers, talent wars. • The advertising industry started heading into a tailspin. Masses of money were being spent to try and stay on top of this disruptive and rapid switch in social behaviours

  20. “I WISH WE COULD JUST CRACK OPEN YOUR HEAD AND TAKE OUT WHAT WE NEED”

  21. !!!!!!!!!!!!!!

  22. EVERYBODY WANTS TO GO TO HEAVEN BUT NOBODY WANTS TO DIE.

  23. LET’S BACK UP TO THE 2008 CANNES LIONS...

  24. UNIQLOCK‘Sappeal is hard to convey in a three minute case study video. Its unending delight is best experienced as digital snack food over the course of weeks. Prior to the show I had glimpsed it over the shoulder of so-called “digital natives”, those with a taste for Japanese whimsy and beautility. They all seemed to have a real affection for it. Apparently it also makes you want to buy clothes.

  25. AD UNITS BECOME NOTEPADS: REAL TIME COMMENTARY ON CULTURE

  26. CONSTANT COMMUNICATIONS

  27. CONSTANT COMMUNICATIONS is a fleet of small initiatives adding together to create an ongoing communications program with YOUR CONSUMERS, about YOUR PRODUCTS, IN RESPONSE TO CULTURE, 365 days per year.

  28. CONSTANT COMMUNICATIONS is an ongoing re-contact strategy. It’s the new CRM.

  29. IN THIS ECONOMY, we need to do more with our investments. To leverage relevant key moments ...and own them. To generate faster and more frequent INFORMATION POINTS - not just ads.

  30. CONSTANT COMMUNICATIONS is our catalyst to change.

  31. EVERY MONTH, EVERY WEEK, EVERY DAY.

  32. BYE-BYE 360 DEGREES.

  33. HELLO365 DAYS.

  34. UBIQUITY = f(kTdt*2cc) k = content T = technology d = distribution t = timeliness cc = constant comms

  35. PLANNEDANTICIPATEDREACTIVE

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