1. 1
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2. Why Advertising is Broken
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3. 3
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4. What is
desirable to
Capabilities clients & Culture
consumers
Innovation
What is possible What is viable
with technology in the
marketplace
Infrastructure
4
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5. A brief recap
on
traditional
advertising
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6. 6
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7. 7
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8. 8
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9. 9
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10. OR
not
AND
10
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11. 11
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12. 12
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13. 13
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14. 14
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15. WE ARE REALLY EFFICIENT
AT BUILDING
AWARENESS
FOR STUFF
PEOPLE DON’T
GIVE A #%^@ ABOUT
15
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16. 16
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17. 17
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18. Paid
Owned
Earned
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19. 19
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20. Rise of Social Currency
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21. TV as the conversation
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22. Media Multi-tasking in the
Living Room
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23. Media Multi-tasking in Retail
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24. Digitally Empowered Employees
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25. M-Commerce
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26. Location as the
Primary target
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27. Physical Recognition
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28. Gesture-Based Interaction
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29. 29
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30. RELEVANCE
not
AWARENESS
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31. Now
What?
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32. A Day in the Life
Before Work
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33. 33
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34. A Day in the Life
At Work
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35. A Day in the Life
After Work / before home
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36. A Day in the Life
After Work / At home
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37. AND
not
OR
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38. So what.
Why is it
broken?
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39. 39
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40. Anthropology is Timeless
40
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41. 41
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42. 42
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43. 150
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44. Dunbar’s number
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45. HUNTERS
GATHERERS
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46. 46
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47. 47
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48. Shared
Lifestage experience
Hobbies
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49. 49
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50. 50
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51. 51
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52. 52
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53. 53
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54. 54
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55. 55
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56. 56
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57. Understanding &
Predicting our
Hunting & Gathering
Instincts is the
opportunity.
57
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58. We are in control
We want everything
on DEMAND
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59. Active, not Passive
Sharing,'
Passive' Ac*ve' Par*cipa*ng' Crea*ng'
cura*ng'
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60. Awareness Consideration Preference Action Loyalty
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61. 61
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62. 62
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63. We are the Medium
Passive
How our messaging effects them
“Who we’ll reach” Participatory
Creative is end point What they do with it
“Who they’ll reach”
Creative is only the beginning
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64. Marketing is a Conversation
Campaign Mentality
Execute the Plan Always On Newsroom Mentality
Listening & Adapting to the unplanned
Defend of the brand
Rely on major innovations Facilitator of brand worthy behaviour
Power of the tagline
Importance of small innovations, often
consumer-driven
Power of relevancy
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65. 65
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66. What if we start
with the first 150
instead of the
mass reach
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67. CW&T
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68. #WantAnR8
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69. What if we help
the hunters
with their hunt?
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70. 70
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71. What if we
made it easier
for the
gatherers with
Content APIs?
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72. 72
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73. We considered our
“owned” audiences
alongside our
“rented media”
audiences?
73
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74. We listened
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75. We valued Utility > Advertising
75
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76. We created & distributed content based on
Listening + Relevance + Utility
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77. ADD VALUE
not
NOISE
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78. ACTION
not
AWARENESS
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79. REACTIONS
not
REACH
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80. When we do that,
they will tell their friends
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81. 81
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82. EXPERIENCE
FACILITATOR
not
EXPERIENCE
DISRUPTOR
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83. AND
LISTENING
ACTION
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84. Age of Age of
• Until Entertainment • mid-1980s Dialogue
• Next 2-5
mid-1960s to now years
• 1960s – • Now
1980s
Age of Age of Age of
Interruption Engagement Partnership
84
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85. Shift in what we value
Less
Creating Brand Awareness More
One Way Creating Brand Action
Major Mass Media
Marketing as facilitation
Media/Campaign Centric
Interrupt & Repeat (GRPs)
Where consumers want to connect
When consumers want to connect
Engagement
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86. What if we
prioritized
advertising budgets
like this?
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87. Brand Experience
Engagement
Awareness
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88. Hunters + Their Tasks
Gatherers
Content / Customer Service / Technology &
(Advocates &
Enablement / Ratings & Reviews
Influencers)
Socially
Mass Media Earned Owned enabled
storytelling
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89. So where do we go from here?
89
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90. “a well defined
problem is 90%
solved”
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91. Insight Strategy
Desire Storytelling
Utility Software
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92. Thank You
@mattdipaola
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