THE NSFW STATE OF 
ADVERTISING 2014-15.
IN THIS GUIDE, WE’VE PREPARED 
AN OVERVIEW OF WHERE THE 
ADVERTISING INDUSTRY IS, 
WHERE IT’S HEADED, AND 
WHAT YOU CAN DO...
WHY IS THIS GUIDE 
NSFW? (NOT SAFE FOR WORK)
WELL, WE FEEL SO STRONGLY 
ABOUT WHERE OUR INDUSTRY 
IS, WE’RE GOING TO USE 
SOME SALTY LANGUAGE. 
LET’S GET STARTED.
ADVERTISING. 
IT’S TOTALLY FUCBLEKEP ED.
WHY IS SOMEONE WHO IS 
TECHNICALLY “IN ADVERTISING” 
PREDICTING ITS DOOM?
ARE WE WRITING 
OUR OWN EPITAPH?
ARE WE WRITING 
OUR OWN EPITAPH? 
NO, WE’RE NOT
NO, WE’RE NOT 
SO WHY AM I WRITING 
MY OWN EPITAPH? 
READ ON.
NO OTHER 
INDUSTRY HAS 
CHANGED AS 
QUICKLY AS THE 
ADVERTISING 
INDUSTRY.
THE HUGE 
CULTURAL AND 
TECHNOLOGICAL 
REVOLUTION 
WE’RE LIVING IN. 
WHY?
IT’S CHANGED THE WAY 
CONSUMERS THINK, BEHAVE, 
ENGAGE, AND MAKE DECISIONS.
AND PLEASE, LET’S NOT TALK ABOUT 
CONSUMERS AS MYTHICAL UNICORNS, 
LET’S TALK ABOUT 
THEM AS US.
US.
US. YOU KNOW: ME. YOU. HUMANS.
(ASSUMING YOU ARE A HUMAN, 
AND IF YOU’RE AN ALIEN 
OR BOT, PLEASE STOP HERE.)
WE ARE THE PEOPLE WE ARE 
TRYING TO INFLUENCE.
YOU 
ARE WHO 
EVERY OTHER 
COMPANY 
WANTS TO SELL 
SOMETHING TO.
SO, LET’S TALK ABOUT 
YOU. “THE CONSUMER.”
ALSO A MOM. 
OR A DAD. 
OR A DAUGHTER. 
NO MATTER 
WHO YOU ARE, 
RESEARCH SHOWS, 
YOU’RE SUPER BUSY. 
IT’S BECOME 
HARDER ...
WHILE YOU’RE READING THIS, SOME 
COMPANY PAID A FEW OTHER 
COMPANIES TO SHOW YOU 
A TELEVISION AD.
WHILE YOU’RE ON YOUR DESKTOP 
TRYING TO GET WORK DONE 
(AND ALSO CLICKING OVER TO “TMZ”), 
SOME COMPANY TRIED TO 
GET YOU ...
LIKELIHOOD IS YOUR 
MOUSE NEVER MOVED.
PLUS, OUR COLLECTIVE 
TOLERANCE FOR 
BULLSHIT BLEEP 
HAS 
DIMINISHED GREATLY.
THIS IS THE TYPE OF 
THING PEOPLE THINK 
ABOUT IN ADVERTISING.
SO, NOW THAT WE’VE 
THOROUGHLY DEPRESSED YOU…
WHAT DO WE DO 
ABOUT THIS?
I MEAN, WE HAVE 
TO DO SOMETHING.
YOUR PERFORMANCE, 
YOUR REPUTATION, YOUR 
LIVELIHOOD IS TIED INTO 
HOW YOU CONVINCE 
OTHERS TO CHOOSE 
YOUR COMPANY, YOUR ...
YOU HAVE 
SOMETHING 
GOOD 
TO SAY!
HOW DO YOU 
SAY IT?
WHERE WILL PEOPLE 
HEAR IT?
HOW DO YOU WIN IN AN 
INDUSTRY THAT IS IN THE 
MIDST OF A “SHARKNADO” 
STYLE APOCALYPSE?
WELL, WE HAVE 
SOME ANSWERS (NATURALLY) 
AND WE’VE CONDENSED THEM 
INTO 5 EASY TO SWALLOW BITES.
1 
INBOUND 
Inbound Marketing is the term used for marketing activity 
that brings people to you, rather than having to go...
INBOUND MARKETING
INBOUND MARKETING FACT 
Inbound customers and prospects cost 60% less 
than outbound customers. (Credit: “Search Engine Jo...
2 
BE USEFUL 
Brand utility is a tool, resource, and content that your customers 
need and love. This model isn’t about ou...
BRAND UTILITY IS... 
“15 recipes for beets” vs. “Beets are good!” 
“Eat more beets!” 
3
BRAND UTILITY AT WORK: ScanNCut 
We build useful 
projects and craft 
ideas customers love.
BRAND UTILITY AT WORK: 
THE DOMINO’S PIZZA® TRACKER
BRAND UTILITY AT WORK: THE 
OPTICAL APPOINTMENT SCHEDULER 
We build digital convenience tools for our clients’ customers.
4 
SURPRISE AND DELIGHT 
We have more opportunity than ever to know our 
customers’ deep desires. We can build digital con...
SURPRISE AND DELIGHT AT WORK: 
RED MANGO 
For Red Mango, we 
surprised social media fans 
with gifts that celebrated 
thei...
SURPRISE AND DELIGHT AT WORK: 
DOVE® INSTAGRAM 
Dove® brilliantly surprised 
its Instagram community 
with handwritten not...
5 
PAID MEDIA 
IS NOT DEAD. 
NOW REPEAT THAT 5 TIMES. 
Despite everything you read, paid media 
and traditional advertisin...
PAID MEDIA 
Thanks to new targeting methods that helps 
filter you from seeing crap you don’t care about, 
paid media cont...
TRADITIONAL MEDIA 
IS NOT DEAD. 
YOU JUST HAVE TO DO IT RIGHT. 
We have more data than ever to serve you 
things you’re ac...
EVEN THE BEST SOCIAL MEDIA 
IDEA NEEDS PAID MEDIA TO 
LET PEOPLE KNOW IT EXISTS.
ULTIMATELY, WE’RE NOT 
IN THE ADVERTISING 
BUSINESS ANYMORE. 
We’re in the Customer Analytics, CRM, 
Content Marketing, Co...
SO, YES, OLD SCHOOL 
ADVERTISING 
IS TOTALLY FUCKED. BLEEP
BUT BRAND USEFULNESS, CUSTOMER 
RELATIONSHIP BUILDING, TARGETED 
CONTENT MARKETING, INSIGHT-DRIVEN 
MEDIA AND, NEW APPROAC...
THAT’S WHAT’S WINNING
THANK YOU 
NICOLE LARRAURI 
MANAGING PARTNER 
THE EGC GROUP 
516.935.4944 
NICOLEL@EGCGROUP.COM 
TWITTER: @NICOLE_LARRAURI
The NSFW State of Advertising 2014-15
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The NSFW State of Advertising 2014-15

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The rapid changes in the advertising industry may feel like the ad-pocalypse is upon us, but embracing the revolution and partnering with strategic thinkers can help connect brands to customers today and tomorrow.

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The NSFW State of Advertising 2014-15

  1. 1. THE NSFW STATE OF ADVERTISING 2014-15.
  2. 2. IN THIS GUIDE, WE’VE PREPARED AN OVERVIEW OF WHERE THE ADVERTISING INDUSTRY IS, WHERE IT’S HEADED, AND WHAT YOU CAN DO ABOUT IT.
  3. 3. WHY IS THIS GUIDE NSFW? (NOT SAFE FOR WORK)
  4. 4. WELL, WE FEEL SO STRONGLY ABOUT WHERE OUR INDUSTRY IS, WE’RE GOING TO USE SOME SALTY LANGUAGE. LET’S GET STARTED.
  5. 5. ADVERTISING. IT’S TOTALLY FUCBLEKEP ED.
  6. 6. WHY IS SOMEONE WHO IS TECHNICALLY “IN ADVERTISING” PREDICTING ITS DOOM?
  7. 7. ARE WE WRITING OUR OWN EPITAPH?
  8. 8. ARE WE WRITING OUR OWN EPITAPH? NO, WE’RE NOT
  9. 9. NO, WE’RE NOT SO WHY AM I WRITING MY OWN EPITAPH? READ ON.
  10. 10. NO OTHER INDUSTRY HAS CHANGED AS QUICKLY AS THE ADVERTISING INDUSTRY.
  11. 11. THE HUGE CULTURAL AND TECHNOLOGICAL REVOLUTION WE’RE LIVING IN. WHY?
  12. 12. IT’S CHANGED THE WAY CONSUMERS THINK, BEHAVE, ENGAGE, AND MAKE DECISIONS.
  13. 13. AND PLEASE, LET’S NOT TALK ABOUT CONSUMERS AS MYTHICAL UNICORNS, LET’S TALK ABOUT THEM AS US.
  14. 14. US.
  15. 15. US. YOU KNOW: ME. YOU. HUMANS.
  16. 16. (ASSUMING YOU ARE A HUMAN, AND IF YOU’RE AN ALIEN OR BOT, PLEASE STOP HERE.)
  17. 17. WE ARE THE PEOPLE WE ARE TRYING TO INFLUENCE.
  18. 18. YOU ARE WHO EVERY OTHER COMPANY WANTS TO SELL SOMETHING TO.
  19. 19. SO, LET’S TALK ABOUT YOU. “THE CONSUMER.”
  20. 20. ALSO A MOM. OR A DAD. OR A DAUGHTER. NO MATTER WHO YOU ARE, RESEARCH SHOWS, YOU’RE SUPER BUSY. IT’S BECOME HARDER FOR ADVERTISERS TO REACH YOU.
  21. 21. WHILE YOU’RE READING THIS, SOME COMPANY PAID A FEW OTHER COMPANIES TO SHOW YOU A TELEVISION AD.
  22. 22. WHILE YOU’RE ON YOUR DESKTOP TRYING TO GET WORK DONE (AND ALSO CLICKING OVER TO “TMZ”), SOME COMPANY TRIED TO GET YOU TO STOP WHAT YOU’RE DOING AND MOVE YOUR MOUSE OVER TO THEIR IRRELEVANT AD.
  23. 23. LIKELIHOOD IS YOUR MOUSE NEVER MOVED.
  24. 24. PLUS, OUR COLLECTIVE TOLERANCE FOR BULLSHIT BLEEP HAS DIMINISHED GREATLY.
  25. 25. THIS IS THE TYPE OF THING PEOPLE THINK ABOUT IN ADVERTISING.
  26. 26. SO, NOW THAT WE’VE THOROUGHLY DEPRESSED YOU…
  27. 27. WHAT DO WE DO ABOUT THIS?
  28. 28. I MEAN, WE HAVE TO DO SOMETHING.
  29. 29. YOUR PERFORMANCE, YOUR REPUTATION, YOUR LIVELIHOOD IS TIED INTO HOW YOU CONVINCE OTHERS TO CHOOSE YOUR COMPANY, YOUR SERVICE, YOUR BRAND.
  30. 30. YOU HAVE SOMETHING GOOD TO SAY!
  31. 31. HOW DO YOU SAY IT?
  32. 32. WHERE WILL PEOPLE HEAR IT?
  33. 33. HOW DO YOU WIN IN AN INDUSTRY THAT IS IN THE MIDST OF A “SHARKNADO” STYLE APOCALYPSE?
  34. 34. WELL, WE HAVE SOME ANSWERS (NATURALLY) AND WE’VE CONDENSED THEM INTO 5 EASY TO SWALLOW BITES.
  35. 35. 1 INBOUND Inbound Marketing is the term used for marketing activity that brings people to you, rather than having to go out to get their attention. It’s about attraction, not interruption.
  36. 36. INBOUND MARKETING
  37. 37. INBOUND MARKETING FACT Inbound customers and prospects cost 60% less than outbound customers. (Credit: “Search Engine Journal”)
  38. 38. 2 BE USEFUL Brand utility is a tool, resource, and content that your customers need and love. This model isn’t about outspending. It’s about out-thinking and out-teaching.
  39. 39. BRAND UTILITY IS... “15 recipes for beets” vs. “Beets are good!” “Eat more beets!” 3
  40. 40. BRAND UTILITY AT WORK: ScanNCut We build useful projects and craft ideas customers love.
  41. 41. BRAND UTILITY AT WORK: THE DOMINO’S PIZZA® TRACKER
  42. 42. BRAND UTILITY AT WORK: THE OPTICAL APPOINTMENT SCHEDULER We build digital convenience tools for our clients’ customers.
  43. 43. 4 SURPRISE AND DELIGHT We have more opportunity than ever to know our customers’ deep desires. We can build digital connections that feel as deep and true as personal connections.
  44. 44. SURPRISE AND DELIGHT AT WORK: RED MANGO For Red Mango, we surprised social media fans with gifts that celebrated their “yogurt dates.”
  45. 45. SURPRISE AND DELIGHT AT WORK: DOVE® INSTAGRAM Dove® brilliantly surprised its Instagram community with handwritten notes.
  46. 46. 5 PAID MEDIA IS NOT DEAD. NOW REPEAT THAT 5 TIMES. Despite everything you read, paid media and traditional advertising still has a role in a marketer’s life and a place in their budget.
  47. 47. PAID MEDIA Thanks to new targeting methods that helps filter you from seeing crap you don’t care about, paid media continues to be on the rise.
  48. 48. TRADITIONAL MEDIA IS NOT DEAD. YOU JUST HAVE TO DO IT RIGHT. We have more data than ever to serve you things you’re actually interested in, when you’re interested in buying them.
  49. 49. EVEN THE BEST SOCIAL MEDIA IDEA NEEDS PAID MEDIA TO LET PEOPLE KNOW IT EXISTS.
  50. 50. ULTIMATELY, WE’RE NOT IN THE ADVERTISING BUSINESS ANYMORE. We’re in the Customer Analytics, CRM, Content Marketing, Community Management, Product Development and Customer Connection business.
  51. 51. SO, YES, OLD SCHOOL ADVERTISING IS TOTALLY FUCKED. BLEEP
  52. 52. BUT BRAND USEFULNESS, CUSTOMER RELATIONSHIP BUILDING, TARGETED CONTENT MARKETING, INSIGHT-DRIVEN MEDIA AND, NEW APPROACHES TO OLD SCHOOL STRATEGY…
  53. 53. THAT’S WHAT’S WINNING
  54. 54. THANK YOU NICOLE LARRAURI MANAGING PARTNER THE EGC GROUP 516.935.4944 NICOLEL@EGCGROUP.COM TWITTER: @NICOLE_LARRAURI

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