The document provides an overview of a class on the future of advertising. It discusses how the structure and culture of advertising agencies has changed over time, with the roles in agencies expanding to include digital skills. It also outlines how advertising is shifting from traditional to digital media as audiences increasingly consume content online. The guest speaker, Scott Litman, then discusses trends in marketing, noting that customers are funding more targeted digital advertising and that relevance and testing are important.
1. The Future of Advertising
Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle
SESSION #03—FEBRUARY 9, 2009
EVOLUTION OF ADVERTISING AND THE ROLES IN THE AD AGENCY
Creative Commons Attribution & Non-Commercial License
2. Today:
1. Brief history of advertising + the ad
agency and various roles inside it
2. Siesmic shifts + panic = opportunity
BREAK
3. Guest speaker: Scott Litman (Magnet360)
BREAK
4. Guest speaker: Alan Wolk (Creative
Strategist, The Toad Stool Consultancy NYC)
5. Assignment #1 discussion
Next steps
15. “ These guys all live as
perpetual teenagers.
They’re all hanging
around, goofing off.
It’s like college. ‘Trust
Me’ is kind of about
the death of
[advertising] and the
old ways dying out,
how TiVo and the
Internet are
destroying the way
these guys do things.”
—Eric McCormack
http://featuresblogs.chicagotribune.com/entertainment_tv/2009/01/eric-mccormack-tom-cavanagh-trust-me.html
17. “The truth of the matter is ... much of the
ad world is still out of step with reality.
These arguments about ‘the work’ betray a
cultural problem. It’s like the finance guys
still thinking it’s OK to buy corporate jets
and give out billions in bonuses. They don’t
get it. Times have changed.”
— Brian Morrissey
21. You’re entering the ad industry at a time of
vast cultural and institutional change, not
unlike 1960. Once again, long held beliefs,
processes and traditions are being proven
ineffective, too expensive and wrong—and
it hurts. The evidence is in the comments.
In the chaos there is opportunity.
36. Guest speaker: Alan Wolk
http://alanwolk.com
*Check out Alan’s presentation on
Slideshare.net/AlanWolk
37. Assignment #1
“Rethink your current portfolio and put it
entirely online.”
DUE: Monday, February 23
+ Be “Always in beta”
+ Use at least two of any tool/system you
want (flickr, YouTube, Extendr, Tumblr, etc.)
+ Include name, title, bio, contact info, tags,
descriptions, links. (Spell check!)
+ Customize as you see fit
+ Have a friend click through it for you
38. Monday, February 16:
“Building blocks: Paid Search + Online ads”
1. Guest speaker: Nina Hale [dot] com
2. Guest speaker: Jennifer Iwanicki
(BannerPalooza.com)
usefullunacy.typepad.com
tim_brunelle@mcad.edu