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Redesigning The Business Of Advertising. @ cindygallop @ istratbuzz. Collaborative competition. ‘If you align your strategies to what everyone else is doing, be sure a single business bullet will take you all down.’ Ndubuisi Ekekwe Innovators Go It Alone HBR Nov 5 2010. >.
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Redesigning The Business Of Advertising @cindygallop @istratbuzz
‘If you align your strategies to what everyone else is doing, be sure a single business bullet will take you all down.’ NdubuisiEkekwe Innovators Go It Alone HBR Nov 5 2010 > BRAND BRAND CONSCIENCE STEWARD
Redesign the business Redesign agency Redesign the business model Redesign creativity > BRAND BRAND CONSCIENCE STEWARD
> MAKE ADVERTISING MAKE GOOD GOOD ADVERTISING
You cannot do new world order advertising from an old world order place > BRAND BRAND CONSCIENCE STEWARD
‘Yes, data and analytics are powerful tools, but they’re no substitute for inspiring others through creativity.’ 4A’s Conference: Data Won’t Trump Creativity Advertising Is About Romance, Not Science Adweek, March 27 2012
The new creativity data-informed
‘Marketers’ desire to be data-driven is not yet matched by a consistent effort to collect the data necessary to make these real-time decisions.’ Marketing ROI In The Era Of Big Data: 2012 BRITE/NYAMA Marketing In Transition Study
‘31% of respondents said they believe simply measuring audience you have reached is ROI 57% are not basing their marketing budgets on any ROI analysis 28% are basing marketing budgets on gut instincts’ Marketing ROI In The Era of Big Data: 2012 BRITE/NYAMA Marketing in Transition Study
> BRAND BRAND You are what you measure. CONSCIENCE STEWARD
The world we live in… > BRAND BRAND CONSCIENCE STEWARD (813) So let me get this straight. You would sleep with an uncircumcised guy whose name you didn’t know, but you won’t try the new shrimp taco from taco bell?
The new marketing reality is COMPLETE > BRAND BRAND CONSCIENCE STEWARD TRANSPARENCY
ACTION PERSONALIZATION NOTIFICATION TRANSACTION
interest action social graph graph graph
ACTION BRANDING
Today’s marketing: co-creation Tomorrow’s marketing: co-action
Shared values + shared action = shared profit (financial & social)
> THE FUTURE OF THE FUTURE OF ADVERTISING PAYMENTS
> ADVERTISING ADVERTISING UNITS PRODUCTS
OPPORTUNITY MadMen + MathMen
The new creativity female-informed
“In order to predict the future, you have to invent it.” Alan Kay