2. In
2000
the
outstanding
adver2sing
campaign
of
the
year
involved
a
group
of
guys
shou2ng
“Wassup”
3. In
2000
the
outstanding
adver2sing
campaign
of
the
year
involved
a
group
of
guys
shou2ng
“Wassup”
“IN
OUR
LIFETIMES,
WE’LL
NEVER
SEE
SO
MUCH
VALUE
CREATED
FROM
A
SINGLE
IDEA.
IT
MAKES
BUDWEISER
A
BRAND
FOR
EVERY
CULTURE,
EVERY
DEMOGRAPHIC
AND
EVERY
COMMUNITY.
IT
MAKES
BUDWEISER
A
YOUNGER,
HIPPER,
MORE
CONTEMPORARY
BRAND.”
ANHEUSER-‐BUSCH
4. In
2013
the
outstanding
piece
of
marke2ng
involved
a
mission
to
the
Edge
of
Space
and
a
supersonic
freefall
5. The
Red
Bull
Stratos
project,
while
unique
in
its
ambi2on,
is
representa2ve
of
a
necessary
shiO
in
adver2sing
6. The
Red
Bull
Stratos
project,
while
unique
in
its
ambi2on,
is
representa2ve
of
a
necessary
shiO
in
adver2sing
“THE
STRATOS
PROJECT
ALSO
HINTS
AT
A
WIDER
SHIFT
IN
MARKETING
IN
THE
DIGITAL
AGE:
IT
IS
NO
LONGER
ENOUGH
TO
OBSESS
OVER
BRAND
VALUATION
AND
IMAGE.
CONSUMERS
ARE
INCREASINGLY
DEMANDING
THAT
BRANDS
PROVE
THEIR
WORTH,
A
SHIFT
THAT
HAS
HUGE
IMPLICATIONS
FOR
MARKETERS.”
MARKETING
MAGAZINE
16. It
also
has
drama2c
implica2ons
for
the
adver2sing
industry
17. Clearly
tradi2onal
media
s2ll
has
a
very
important
to
role
to
play
in
the
brand
building
process
18. Clearly
tradi2onal
media
s2ll
has
a
very
important
to
role
to
play
in
the
brand
building
process
19. However
we
can’t
afford
to
ignore
the
transforma2ve
impact
of
digital
on
the
efficiency
and
effec2veness
of
adver2sing
20. However
we
can’t
afford
to
ignore
the
transforma2ve
impact
of
digital
on
the
efficiency
and
effec2veness
of
adver2sing
“THE
INTERNET
HAS
UPENDED
HOW
CONSUMERS
ENGAGE
WITH
BRANDS.
IT
IS
TRANSFORMING
THE
ECONOMICS
OF
MARKETING
AND
MAKING
OBSOLETE
MANY
OF
THE
FUNCTION’S
TRADITIONAL
STRATEGIES
AND
STRUCTURES.
FOR
MARKETERS
THE
OLD
WAY
OF
DOING
BUSINESS
IS
UNSUSTAINABLE.”
DAVID
EDELMAN,
MCKINSEY
21. New
digital
devices
provide
an
extraordinarily
rich
canvas
to
create
stories
that
engage
rather
than
just
ads
that
simplify
22. New
digital
devices
provide
an
extraordinarily
rich
canvas
to
create
stories
that
engage
rather
than
just
ads
that
simplify
23. New
digital
devices
provide
an
extraordinarily
rich
canvas
to
create
stories
that
engage
rather
than
just
ads
that
simplify
“THE
TABLET,
THOUGH,
WITH
ITS
PRINT
REPLACEMENT
+
INTERACTION
ABILITIES,
OFFERS
GAME-‐CHANGING
SELLING
AND
BUYING
POSSIBILITIES.
FOR
THIS
INTERACTIVE
WORLD,
IT’S
BEYOND
TILTING
AND
TAPPING
-‐
IT’S
TIME
TO
SHAKE,
RATTLE,
AND
ROLL
THE
WORLDS
OF
ADVERTISING.”
NIEMAN
JOURNALISM
LAB,
HARVARD
24. With
digital
data
relevance
trumps
reach
elimina2ng
the
waste
inherent
in
broadcast
media
25. Digital
tools
enable
marketers
to
create
content
that
people
want
to
connect
with
rather
than
adver2sing
they
try
to
ignore
26. Digital
pla_orms
enable
brand
advocacy
rather
than
just
brand
awareness
which
beUer
suits
the
way
the
consumers
actually
make
decisions
27. Digital
pla_orms
enable
brand
advocacy
rather
than
just
brand
awareness
which
beUer
suits
the
way
the
consumers
actually
make
decisions
“WE
ARE
NOT
A
SPECIES
OF
INDEPENDENT,
SELF-‐
DETERMING
INDIVIDUALS,
WHATEVER
OUR
BRAINS
AND
CULTURE
TELL
US.
MOST
OF
OUR
BEHAVIOUR
IS
THE
RESULT
OF
OUR
INTERACTION
WITH
OTHER
PEOPLE
BECAUSE
WE
ARE
A
SUPER
SOCIAL
SPECIES.
A
HERD
ANIMAL,
IF
YOU
LIKE.
WE
DO
WHAT
WE
DO
BECAUSE
OF
THOSE
AROUND
US.”
MARK
EARLS,
AUTHOR,
HERD
28. The
inherent
interac2vity
of
digital
enables
on-‐going
conversa2ons
to
replace
intermiUent
campaigns
29. The
inherent
interac2vity
of
digital
enables
on-‐going
conversa2ons
to
replace
intermiUent
campaigns
“CONVERSATIONS
AMOUNG
THE
MEMBERS
OF
YOUR
MARKETPLACE
HAPPEN
WHETHER
YOU
LIKE
IT
OR
NOT.
GOOD
MARKETING
ENCOURAGES
THE
RIGHT
SORT
OF
CONVERSATION.”
SETH
GODIN,
AUTHOR,
PERMISSION
MARKETING
30. In
a
digital
world
brand
pla_orms
are
more
powerful
than
brand
posi2oning
statements
31. And
digital
channels
increase
the
value
of
integrated
ideas
making
them
even
more
important
than
insights
32. So
this
isn’t
about
the
death
of
adver2sing
or
tradi2onal
media,
it’s
about
harnessing
the
new
opportuni2es
that
exist
in
a
digital
world
to
improve
the
marke2ng
process
33. So
this
isn’t
about
the
death
of
adver2sing
or
tradi2onal
media,
it’s
about
harnessing
the
new
opportuni2es
that
exist
in
a
digital
world
to
improve
the
marke2ng
process
“THE
ROUGH
GUIDE
TO
MARKETING
SUCCESS
USED
TO
BE
THAT
YOU
GOT
WHAT
YOU
PAID
FOR.
NO
LONGER.
WHILE
TRADITIONAL
‘PAID
MEDIA’
-‐
SUCH
AS
TELEVISION
AND
RADIO
COMMERCIALS,
PRINT
ADVERTISEMENTS,
AND
ROADSIDE
BILLBOARDS
-‐
STILL
PLAY
A
MAJOR
ROLE,
COMPANIES
TODAY
CAN
EXPLOIT
MANY
ALTERNATIVE
FORMS
OF
MEDIA.”
DAVID
EDELMAN
&
BRIAN
SALSBURG,
MCKINSEY
34. Nick
Blunden
|
Global
Digital
Publisher
|
The
Economist
|
nickblunden@economist.com
|
@nickblunden
REBOOTING
ADVERTISING
FOR
A
DIGITAL
WORLD
