The future of advertising isn't advertising
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Talk by William Owen, co-founder Made by Many, for APA International Content Summit 2010, London, 24 November, as part of a panel entitled 'The future of advertising: is the traditional model dead?'.
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The future of advertising isn't advertising
- 2. is the traditional model dead?
- 3. “an inherently unethical and, frankly, poisonous endeavor that sees people as sheep to be manipulated, that vaunts style over substance, and deems success to be winning awards. Peter Merholz, Adaptive Path
- 4. making useful stuff selling stuff
- 5. “Ideas that do” Stop communicating products & start making communication products Gareth Kay, Goodby Silverstein & Partners
- 6. why?
- 7. mass media model client big fat media channel Ad creative Media buyer
- 11. er....yes is the traditional advertising model dead?
- 12. the distintermediation of media buyers ...and a new advertising model that isn’t advertising ...and media owners
- 20. “the audience is prepared to take the huge trouble to be styled and photographed and upload their picture for consideration to be included in the site – it’s an incredibly intimate form of engagement.” Juliet Warkentin, WGSN
- 21. visitors countries av. time on site press coverage reach paid media budget increase in trenchcoat sales 333,00 191 5.5 mins £6.8m £0 85% in 3 months
- 23. mass media interruptive one-directional mediated tried formats based on faith old model networked media earned (useful) participatory direct new formats measurable new model
- 25. “advertising and marketing agencies can evolve their practices to appropriately engage in user experience problems, I believe that the industry’s DNA simply cannot support such mutations.” .Peter Merholz, Adaptive Path
- 26. unknown problem fast, agile user-focused multi-disciplinary new culture known problem slow, linear sales-focused comms solution old culture
- 27. Experience Design will become the master discipline for businesses that want to be good at selling stuff. Russell Davies, Head of Planning, Ogilvy
- 28. m ass m edia fragm ented m edia earned m edia netw orked m edia + services most ad agencies smart ad agencies agencies that don’t call themselves ad agencies