My presentation for the Los Angeles chapter of the American MArketing Association event on April 11, 2013. It was a packed house - loads of fun!

1. DON DRAPER !
IS DEAD!
BY!
MICHAEL WEISS!
AMA-LA!
APRIL 11, 2013!

2. @mikepweiss

3. WHAT KILLED HIM?!

4. ADVERTISING &!
THE PITCH!

5. “ADVERTISING IS
BASED ON ONE THING:
HAPPINESS” – DON DRAPER!

6. THE PITCH WAS !
THE FINAL STRAW!

7. ADVERTISING !

8. 3,000 MESSAGES PER
DAY. THAT’S 3 TO 4 PER
MINUTE.!

9. CONSUMER HAS BEEN
TAKING CONTROL VIA
CALLER ID, DVRS AND
SIRIUS.!

10. TV GUIDE SURVEY: 96%
OF DVR VIEWERS SKIP
COMMERCIALS.!

11. TIME SHIFTED VIEWING!

14. INTERRUPTIVE!

15. MOVIE STUDIOS
FOCUS ON OPENING
WEEKEND – ONLY.!

16. MERGED MEDIA!

17. PAID, OWNED &
EARNED!

19. “THE CONSUMER IS
PRESIDENT OF THE
NEW REPUBLIC.”!
MEDIA 2015: THE FUTURE OF MEDIA!

20. BIG DATA!

21. “I NOTICE INCREASING RELUCTANCE ON
THE PART OF MARKETING EXECUTIVES TO
USE JUDGMENT; THEY ARE COMING TO
RELY TOO MUCH ON RESEARCH, AND THEY
USE IT AS A DRUNKARD USES A LAMP POST
FOR SUPPORT, RATHER THAN FOR
ILLUMINATION.”–
DAVILD
OGILVY!

22. CONTENT STRATEGY
IS KEY!

23. WHO, WHAT, HOW &!
THEN WHERE!

24. THE PITCH!

26. SOURCE: CREOTIVO

27. NEW FRONT LINE!

28. “EVERYONE IS CAPABLE
OF BREAKING A SALE.”!
ZIG ZIGLAR!

31. “ASSUME THAT YOUR
PROFESSIONAL LIFE AND YOUR
PERSONAL LIFE WILL MERGE
ONLINE REGARDLESS OF YOUR
CARE IN SEPARATING THEM” !
FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY!

34. EDUCATIONAL;
INSPIRING;
ENGAGING.!

35. BUYING A CAR!

37. PERMISSION BASED
MARKETING!

38. “CUSTOMERS NO LONGER
SEPARATE MARKETING
FROM THE PRODUCT – IT IS
THE PRODUCT” !
MCKINSLEY QUARTERLY JULY 2011!

39. “RATHER THAN ALLOW CAMPAIGNS TO BE
DRIVEN BY PAID MEDIA, MARKETERS MUST
NOW DEVELOP SCALE AND EXPERTISE IN
OWNED AND EARNED MEDIA TO DRIVE
EFFECTIVENESS, CULTIVATE CREATIVE IDEAS,
ASSESS CUSTOMER NEEDS, AND CUT
THROUGHT THE CLUTTER.” !
ALTIMETER GROUP JULY 2012!

40. DON DRAPER WAS
CONFINED AND IT
KILLED HIM!