This is a presentation I gave to an "Intro to Advertising" class at Howard University on October 18th, 2010. I borrowed style elements and content from Dave Nottoli , Francois Grouiller (http://slidesha.re/ajAPZY), Gareth Kay (http://slidesha.re/dwfOPU) and Mike Arauz (http://slidesha.re/bALR9v) who are all planning/strategy rock stars. I also grabbed some slides from this year's Razorfish Feed report (http://feed.razorfish.com/), which is always a source of inspiration.

1. WHAT IS
HAPPENING
TO THE
ADVERTISING
INDUSTRY?
@Ezra802
Digitas
Ezra.Englebardt@digitas.com
Created for Howard University
October 18, 2010

3. NOTHING
REACHES
A SCALE
AUDIENCE
BETTER
THAN TV

4. FROM:

5. TO:

6. THINGS
ARE
MOVING
FASTER
THAN
EVER
BEFORE

7. IN EIGHT DAYS

8. TROPICANA -
46 DAYS
NEW COKE -
78 DAYS

9. YOUR
BRAND
IS
ALWAYS
ON

10. CONSUMERS
DON’T THINK
DIGITAL IS
DIFFERENT.
NEITHER
SHOULD YOU

11. EMBRACE
CONNECTED
CONSUMERS

12. 2009 Razorfish Feed report – www.feed.razorfish.com

13. 2009 Razorfish Feed report – www.feed.razorfish.com

14. CREATE
EXPERIENCES
WORTH
SHARING

15. KNOW YOUR
COMMUNITY
Via Mike Arauz

16. UNDERSTAND
THEIR
DESIRES
Via Mike Arauz

17. GIVE THEM
THE TOOLS
TO SHARE
THE
EXPERIENCE
Via Mike Arauz

18. WHAT
THIS
MEANS
FOR
YOU

19. DEVELOP
NEW
SKILLS
Via Francois Groullier

20. DEVELOP
NEW
SKILLS
1.BE MULTIFACETED
Via Francois Groullier

21. DEVELOP
NEW
SKILLS
1.BE MULTIFACETED
2.GET YOUR HANDS
DIRTY
Via Francois Groullier

22. DEVELOP
NEW
SKILLS
1.BE MULTIFACETED
2.GET YOUR HANDS
DIRTY
3.BE STORYTELLERS

23. “A human being should be able to change a diaper, plan an
invasion, butcher a hog, conn a ship, design a building,
write a sonnet, balance accounts, build a wall, set a
bone, comfort the dying, take orders, give orders,
cooperate, act alone, solve equations, analyze a new
problem, pitch manure, program a computer, cook a
tasty meal, fight efficiently, die gallantly. Specialization is
for insects.”
- Robert A. Heinlein
Via Francois Groullier

24. ASK
NEW
QUESTIONS

25. ASK NEW QUESTIONS
1.WHAT’S THE REAL PROBLEM?
Via Gareth Kay

26. ASK NEW QUESTIONS
1.WHAT’S THE REAL PROBLEM?
2.WHO IS THIS AMONG?
Via Gareth Kay

27. ASK NEW QUESTIONS
1.WHAT’S THE REAL PROBLEM?
2.WHO IS THIS AMONG?
3.HOW MIGHT WE BEST APPROACH
SOLVING THIS?
Via Gareth Kay

28. ASK NEW QUESTIONS
1.WHAT’S THE REAL PROBLEM?
2.WHO IS THIS AMONG?
3.HOW MIGHT WE BEST APPROACH
SOLVING THIS?
4.WHY MIGHT THEY TALK ABOUT
THIS IDEA?
Via Gareth Kay

29. ASK NEW QUESTIONS
1.WHAT’S THE REAL PROBLEM?
2.WHO IS THIS AMONG?
3.HOW MIGHT WE BEST APPROACH
SOLVING THIS?
4.WHY MIGHT THEY TALK ABOUT
THIS IDEA?
5.HOW DO THEY GET INVOLVED?
Via Gareth Kay

30. ASK NEW QUESTIONS
1.WHAT’S THE REAL PROBLEM?
2.WHO IS THIS AMONG?
3.HOW MIGHT WE BEST APPROACH
SOLVING THIS?
4.WHY MIGHT THEY TALK ABOUT
THIS IDEA?
5.HOW DO THEY GET INVOLVED?
6.WHAT KEEPS THE CONVERSATION
GOING?
Via Gareth Kay

31. HAVE
A
POINT
OF
VIEW

32. “If I’d asked my customers what they wanted, they would have
said a faster horse.”
- Henry Ford