1.
FUTURE OF ADVERTISING
Fall 2012 • Thursdays, 1-6 PM
Instructors: Zach Pentel & Boriana Strosk
Class 2: Re-thinking the ad agency

2.
TODAY
Any blog problems?
Blog assignment discussion
History of advertising and the roles within it
Seismic shifts + panic = opportunity
Introduction of assignment
Break
Work time + one-on-ones

3.
CONTACT INFO
Joint email: zachandboriana@gmail.com
or: zach.pentel@bbdo.com
or: borianamn@gmail.com

4.
AGENCIES ARE CHANGING.
SO... NOW WHAT?

5.
“The opportunities for our industry are endless if
we stop making ads and start bringing game-
changing business ideas to our clients.”
- Jeff Graham, CP+B

6.
“Advertising going forward is about turning big
ideas into personalized experiences that change
and reinforce perceptions and behavior.”
- Jan Leth, Ogilvy

7.
“Traditional practices are now ineffective. It’s no
longer about one ad or a single commercial
directly handed to an audience and then
considered a complete transaction.”
- Andi

8.
MARKETING THEN
Ads
Brand PR Consumer

9.
MARKETING NOW
Brandjacking
Ads
Brand PR Consumer
Social Media
Review Sites
Branded Experiences

10.
MARKETING NOW
An expectation of interaction.

11.
THE CONVERSATION HAPPENS
WHETHER YOU LIKE IT OR NOT.

12.
NEW PARADIGMS,
NEW ROLES

13.
RE-THINKING THE AD AGENCY

14.
STRUCTURE THEN

15.
ACCOUNT
SERVICE AGENCY
CREATIVE LEADERSHIP

16.
YESTERDAY
Account Service Manages the client, and asks them what they need.
The creative department creates ads that reflect the client’s needs.
Agency leadership makes sure nothing goes horribly wrong.

17.
WITHIN THESE GROUPS,
SEVERAL SPECIALTIES
New Business
Research
Art & Copy
Studio / Production
Media

18.
NEW BUSINESS
A single purpose: find new clients, and win their
business.
Create meaningful pitches.
Learn a lot about a business in a short period of time.

19.
RESEARCH
Answer three questions:
Who are we trying to talk to?
What makes them tick?
What can we say to motivate them to buy from us?

20.
ART & COPY
Take the insights that
research develops, and
turn them into concepts.

21.
STUDIO / PRODUCTION
Take the concepts from the creative department, and
reproduce them in ads of all shapes and sizes.

22.
MEDIA
Place the ads
where people will
see them.
Print, Outdoor,
TV, and Radio.

23.
CULTURE THEN

24.
#1: MALE

25.
#2: ALONE. SINGULAR.

26.
#3: DIFFICULT TO MEASURE.
WHAT WORKS? WHO KNOWS.

27.
CULTURE CHANGES.

28.
ADVERTISING CHANGES.

29.
Complicated
& Generic

30.
Simple &
Different

31.
LET THIS SITUATION FERMENT
FOR 30+ YEARS...

32.
STRUCTURE NOW

33.
ACCOUNT
SERVICE
CREATIVE AGENCY
LEADERSHIP

34.
RESEARCH
ACCOUNT MEDIA NEW BUSINESS
SERVICE
CREATIVE AGENCY
LEADERSHIP
PRODUCTION

35.
ONLINE PAID MEDIA CONTENT STRATEGY
SEO
EMAIL MARKETING COMMUNITY
MANAGEMENT
WEB DESIGN
RESEARCH
ACCOUNT USER EXPERIENCE MEDIA NEW BUSINESS
SERVICE PR
CREATIVE AGENCY
SOCIAL MEDIA LEADERSHIP
PRODUCTION
TESTING MOBILE
ANALYTICS
APPLICATIONS

36.
TRUTH IS,
MOST AGENCIES AREN’T RE-THINKING ANYTHING.
They create a “digital” department. They hire “social media” people.
But they don’t re-think how these new mediums actually impact their
business.
Their ideas about the role of advertising haven’t changed.

37.
TRUTH IS,
MOST AGENCIES AREN’T RE-THINKING ANYTHING.
They find new products to sell, rather than think about the audience’s
expectation of interaction.
They don’t try to get rid of things that aren’t working.
And then, they wonder why the ad industry isn’t what it used to be.

38.
TRUTH IS,
MOST AGENCIES AREN’T RE-THINKING ANYTHING.
To many agencies of the past, the digital revolution brings
complexity that they can’t handle.

39.
“When the ecosystem stops rewarding complexity, it is the people
who figure out how to work simply in the present, rather than the
people who mastered the complexities of the past, who get to say
what happens in the future.”
- Clay Shirkey, via Heather

40.
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.
In the chaos there is opportunity.

41.
SO WHAT IS OUR OPPORTUNITY?

42.
ART
COPY
ILLUSTRATION
FILM
RESEARCH
EVERYONE HAS A SPECIALTY. PR
CODING/DEVELOPMENT
STRATEGY
PRODUCTION
ACCOUNT MANAGEMENT

43.
BUT NEW DIGITAL CHALLENGES
SPAN SEVERAL.

44.
COPY
RESEARCH
SOCIAL MEDIA STRATEGY
PRODUCTION
PR

45.
RESEARCH
STRATEGY
ART
MOBILE APP DEVELOPMENT COPY
CODING
PRODUCTION

46.
THE SUCCESSFUL ADVERTISER OF THE FUTURE
DOES NOT STOP AT THEIR SPECIALTY.
THEY BECOME GENERALISTS.

47.
“A generalist species is able to thrive in
a wide variety of environmental
conditions and can make use of a
variety of different resources.”

48.
“I believe what we’re seeing in the creative job
market is a sea change akin to the dissolution of
the art director/copywriter wall.”
- Kyle

49.
“While many of the traditionalists of the ad world
ignorantly cling on to the old standards of
magazine spreads and TV commercials, there are
plenty who see this as a shift for the better and
enthusiastically welcome the change.
There is a lot more opportunity for young talent
to emerge, collaboration is encouraged, and the
demand for creative content has never been
higher.”
- Michael

50.
Art directors don’t need to be developers.
Account managers don’t need to write copy.
But they do need to have an in-depth understanding of
what each role brings to the table.

51.
It’s the difference between an OK idea and a
groundbreaking campaign.

52.
This took:
A strategist that understood the basics of web development
A creative team that understood the basics of Facebook Connect
A developer that understood the user experience that the creative
team wanted to build
A producer that was able to articulate the strategy to the
developers in a way that preserved the overall idea

53.
YOUR OPPORTUNITY:
BIG IDEAS THAT TRANSCEND SPECIALTY.

54.
WHERE CAN WE FIND INSPIRATION AND
INFORMATION?

55.
AWESOME, UNTESTED THINGS: FAST COMPANY CREATE

56.
ALL THE DIGITAL NEWS FIT TO PRINT: MASHABLE

57.
SAGE ADVICE: WELCOME TO OPTIMISM

58.
GOSSIP AND NEW ADS: AGENCY SPY

59.
HOW TO BE 6 MONTHS AHEAD: TECHCRUNCH

60.
TODAY’S ASSIGNMENT:
Peruse those sources.
Read Perfect Pitch: How Droga5 is Making Ads You Can’t Ignore

61.
TODAY’S ASSIGNMENT:
Identify a brand that has done a remarkable job of bringing
themselves into the digital age.
Things to look for:
• Building unique, never-before-seen digital experiences
• Brands interacting with their audiences
• Thinking beyond advertising
What to post to the blog:
• At least two examples of the brand’s digital creative work (website, video, Facebook
page, ad, etc.)
• What about this creative work is interesting to you?
• Does it make you think differently about the brand? Why?

62.
TODAY’S ASSIGNMENT:
Due at noon on Wednesday.