The summary of my thesis at Solvay Business School, about the future of advertising. The key approaches for today's and tomorrow's successful strategies? - Innovate - Be useful - Entertain - Incite the conversation - ‘Transmediatise’

1. IS ADVERTISING DEAD? New approaches for long-lasting advertising HAVA SARI

2. A MULTIFACED AND PARTICIPATIVE CONSUMER…

3. A MEDIA LANDSCAPE INCREASINGLY FRAGMENTED AND INTERACTIVE…

4. INNOVATION WORD-OF-MOUTH ENTERTAINMENT UTILITY TRANSMEDIA

5. INNOVATE to keep convincing the consumer, innovation at the heart of marketing

6. Rather than SAY something, DO something for the consumer

7. Make your brand a content provider… ENTERTAIN the consumer

8. Be part of the conversation, give the consumer a reason to SPEAK ABOUT or USE your brand

9. Each medium complementing the others, build your campaign AROUND the consumer (From ‘media neutral’ planning to ‘transmedia’ planning)

11. CASE: SONY BRAVIA ‘BALLS’

15. CASE: NIKE PLUS

19. CASE: DOVE EVOLUTION

20. CASE: DOVE EVOLUTION

22. THANK YOU!