A short (very short) state of advertising. I had like a hour to whip something up.

1. Thriving in chaos
Trends and observations in the marketing/advertising arena
February 23, 2012

2. Advertising
has come a
long way,
baby...

3. Telemarketing (1970)
Radio Television
Gutenberg (1450) Advertising Advertising
(1922) (1941)
PC (1984) Email (1995) Blogging (1998)
Search (1997)
Augmented
Reality &
TiVo (2003) Social (2006) Smartphones – Mobile - Tablets (2007) Application
Development
(2009-12)

4. Reaching 50 Million Audience
Radio - 38 Years
TV - 13 Years
Internet - 4 Years
iPod - 2 Years
Facebook – 1.2 Years

5. The speed at which new
advertising streams are
being created is
mindblowing...

6. Chaos being a CMO

7. These consumers of mine are crazy.
My organization is nuts and so are my suppliers.
ROI? Looks appetizing but tastes funny.
CMO Pain Points
I am losing opportunities with my data every minute.
I STILL know half my ad budget is wasted...but at least some is in digital.
What’s my exit strategy from this gig?

8. Are agencies helping this guy?

9. What are we up to?

10. We’re buying.

11. We do things the same way.
Think. Design. Bless. Produce. Launch.

12. We’re still after three things.
Money
Awards
Fame

13. Our pain points?
• My silos expose my weaknesses.
• These clients are crazy. Faster. Better. Cheaper.
• I have too many farmers, need more hunters.
• Go digital or go home, just don’t lose the :30.
• Premium on ideas more than ever.
• As for talent, when in Rome, steal.

14. But, forces of chaos are at play for us.

15. 1. Telling, not yelling.
2. Consumer-chasing.
3. Time for a new model.
4. Do more than ads.
5. Oh yeah, digital.

16. Telling, not yelling.

17. Telling, not yelling.
“The agency’s job is to create content so
valuable and useful that consumers wouldn't
want to live without it.”
Chuck Porter
Chairman
Crispin Porter + Bogusky
October 2011

18. STOP START
Interrupting Engaging
Directing Connecting
Shouting Enticing
High-powered messages Engaging content
Reacting Interacting
Return on investment Return on involvement
Big promises Intimate gestures
Explaining Revealing/Discovering

19. To view the Jay Z “Decoded” video, click here:
http://www.youtube.com/watch?v=fnVZTBuzxP4

20. Catch consumers.

21. To view the Consumer-Advertiser video, click here:
http://www.youtube.com/watch?v=heSudg-tfIk

22. Catching consumers
• Old world – try catching everyone. New world
– try catching the few good ones.
• The reality, consumers can choose now.
• Solution: don’t reach many, reach a few.
They’ll do the work.

23. Time for a newer model.

24. Time for a newer model.
• Still need:
– Sales guys, creators and producers
• Now need:
– Community managers
– Content generators
– Listening analysts
– Cultural anthropologists

25. Time for a newer model.

26. To view the “Swagger Wagon” video, click here:
http://www.youtube.com/watch?v=ql-N3F1FhW4

27. Do more than ads.

28. Do more than ads.
• Old world – push. New world – push and pull.
– Customers can turn you off
– The product is the advertising
– We can create movements, noise and buzz
without only doing ads

29. To view the Burger King “Whopper Face”
campaign, click here:
http://www.youtube.com/watch?v=lBvtANapQwU

30. Oh yeah, digital.

32. Why Omnicom Opts Out of Digital Spotlight
No. 2 Holding Co. Has Been Quiet on the Interactive Front. Is it Failing to
Evolve or Does it Know Something the Others Don’t?
“We will all digitize one way or the
other, if not, our clients will flee.
That's how agencies die.”
- John Wren
CEO, Omnicom

33. To view the “Last Advertising Agency on Earth”
video, click here:
http://www.youtube.com/watch?v=ERGrSQoY5fs

34. Oh yeah, digital.
• Old world – integrated. New world – integrated.
• The reality is:
– Everything is digital, nothing is digital.
– Large agencies struggle to get digital
– Digital agencies need “outside digital” to grow
• Bottom line: Digital is required as a separate
expertise to show wisdom that weaves its way
into the operation.

35. 1. Telling, not yelling.
2. Consumer-chasing.
3. Time for a new model.
4. Do more than ads.
5. Oh yeah, digital.

36. Surviving the chaos?
1. Kaleidoscopic collaboration
2. Highly flexible relationships – whatever works
3. Breakaway, dynamic, more actionable intelligence
and insight
4. Inspired, accurate measurement-as-you-go
5. A maverick orientation

37. Thanks.

39. - 1970: Maurice & Charles start a London-based ad agency
- 2011: We are New York based, have 140 offices in 76
countries. We are owned by the Publicis Groupe, the 3rd
largest communication group

40. - Famous campaign: “Labour Isn’t Working.” is seen as helping
the Conservative Party win the 1979 election in the UK.
- In addition, huge acquisition plans for growth in 1970’s and
1980’s (39 agencies in 16 years for over £2.3B)