WHAT’S NEXT

MOVING FROM ADVERTISING TO MARKETING

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People have more content They’re busy creating

choices in more places… their own content…
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Caller ID
People don’t need advertising
anymore to tell them about
new products.

And if they want to find out,

they will on their terms.
SO WHAT’S
THE FUTURE
OF
ADVERTISING
THERE ISN’T ANY.
ACTUALLY…
THE
FUTURE
OF
ADVERTISING IS
MARKETING
THE BRAND
STILL
MATTERS.
BRAND BRANDING
COLLECTIVELY, WHAT USING MARKETING TO
PEOPLE SAY, FEEL & INFLUENCE PEOPLES’
THINK ABOUT YOUR ATTITUDES TOWARDS,
PRODUCT, SERVICE OR AND BEHAVIOR WITH,
COMPANY. THE BRAND.

perception influence perception

BRAND LOYALTY
WILL STILL BE EARNED
OVER TIME THROUGH
CONSISTENT POSITIVE
EXPERIENCES &
ENGAGEMENTS WITH
THE BRAND.
SO WHAT
CHANGES?
EVERYTHING
ELSE
STARTING
WITH OUR
ATTITUDE.
 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
HOW DO
WE GET
THERE?
we create
MARKETING
SOLUTIONS
not ADS.
MARKETING SOLUTIONS
GO BEYOND COMMERCIAL MESSAGES.
SOLVE SOMETHING.
INVOLVE PEOPLE.
ENABLE PEOPLE.
ALLOW PEOPLE TO PARTICIPATE.
CREATE BRAND FANS.
DELIVER VALUE.
HOW CAN
WE CREATE
BRAND FANS?
DELIVER
VALUE.
OR, MORE
SIMPLY
PUT…
MAKE
PEOPLES’
LIVES
BETTER.
THAT
SOUNDS
BIG.
BUT HERE’S
WHAT IT
COMES
DOWN TO.
WE STOP
PITCHING
PEOPLE WITH
MESSAGES.
WE START
PROVIDING
USEFUL
CONTENT.
 CONTENT IS THE NEW CURRENCY

“[The agency’s job is to create] content

so valuable and useful that [consumers]
wouldn't want to live without it.”

Jeff Hicks
CEO
Crispin Porter + Bogusky
October 2006

Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/

PEOPLE WILL
PAY FOR
GREAT
CONTENT.
 CONTENT IS THE NEW CURRENCY

1 Week = $1.6 Million

Source: Chicago Tribune / Leisure Blogs / Turn It Up - http://leisureblogs.chicagotribune.com/turn_it_up/2008/03/reznors-one-wee.html

 CONTENT IS THE NEW CURRENCY

3 Days = $9.6 Million

Source: Daily Swarm

CONTENT IS THE NEW CURRENCY

17 year old = $1 Million selling MySpace layouts

 USEFUL CONTENT

“[Branded Utility] is where the brand creates

a commitment to a relationship. It’s where the
brand creates something useful to you,
something that’s a utility in your life. The
consumer will feel more confident with the
relationship if the brand will continue to be
part of your life.”

Benjamin Palmer
CEO / Owner
The Barbarian Group
October 2006

Source: psfk.com - http://www.psfk.com/2006/11/branded_utility_1.html

 USEFUL CONTENT

“When you create a utility, you're creating

something that gives people time back. It
becomes less about information as pollution
and more about information to help people
get through life.”

Nick Law
Chief Creative Officer, North America
R/GA
March 2008

Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

USEFUL CONTENT
 USEFUL CONTENT

“[Nike+] is not an advertising idea, it's a

technology idea. We are delivering a
product, an application.”

Nick Law
Chief Creative Officer, North America
R/GA
April 2007

Source: MediaPost - http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=58893

USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT

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QuickTime™ and a
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USEFUL CONTENT
USEFUL CONTENT
USEFUL CONTENT
 USEFUL CONTENT

“The days of making funny things that

may or may not have an effect on the
client's business are ending.”

Jeff Benjamin
Interactive Creative Director
Crispin Porter + Bogusky
March 2008

Source: ADWEEK - http://www.adweek.com/aw/content_display/news/digital/e3i1de189927bfff758384728f89282cfdd

ONE
MORE
THOUGHT.
IN A
MARKETING
WORLD...
CONTEXT
MATTERS.
SO…
MAYBE THE
EXPERIENCE
SHOULD BE
AT THE CENTER
OF MORE OF
WHAT WE DO.
BUT
CONSIDER
THIS TOO…
THERE ARE MORE PLACES,
CONTEXTS, & TOOLS FOR
ENGAGING WITH OUR
CONTENT THAN EVER.
HBO ITUNES FLICKR MYSPACE FACEBOOK ABC
LOST THE LOST BLOG THE LOST DVD SET ABC.COM
AMERICAN IDOL FOX IDOLS ON ITUNES IDOLS ON
TOUR EBLOGGER TYPEPAD IPHONE iLIFE YOU TUBE
XBOX Wii TiVO iPOD BLACKBERRY PLAYSTATION
TRAVEL & LEISURE AT THE RESORT ON THE PLANE
WIDGETS GADGETS MSN.COM GOOGLE WIKIPEDIA
HOW CAN WE
MAKE THEM
ALL WORK
TOGETHER?
NOT A BUNCH
OF COOL BUT
SEPARATE
IDEAS…
ONE IDEA
BROUGHT TO
LIFE IN DIFFERENT
WAYS IN
DIFFERENT PLACES.
Interactive
People can participate…
So, what are we asking them to do?
How are they engaging? Is our content useful?

Goal:
One idea working in all
contexts taking
advantage of the
strengths of each.

Mobile
You can take it with you.
So, what content are we
providing that people would
want to take with them?
TV
Big draw power & high on
entertainment value.
What role can TV play?
Can we use it differently?
Idea Roadmap
inventory of ideas
Take it with
you. What
Drive people to content would
TV: discover, people want to
participate, engage take with them?
Big draw power Website: Mobile:
& high on
Print: entertainment
value.
What role can Brochure:
Ask questions, TV play?
Provoke Can we use it
• URL differently?
• SMS
Text for more information

Vehicle Displays:

Organizing idea
Working in all
contexts
Driving Trial:

Social Networking/
Communities of Interest: Casual Gaming:
IF YOU ONLY
REMEMBER
ONE THING…
OUR FUTURE =
CREATING USEFUL
CONTENT THAT
MAKES PEOPLES’
LIVES BETTER.
THOUGHTS ON
THE FUTURE…
The future is here it just isn’t widely distributed yet.
- William Gibson
The best way to predict your future is to create it.
- Abraham Lincoln
LET’S MAKE
SURE WE’RE
LEADING THAT
INDUSTRY.
APPENDIX
SUMMARY
 Shifting from Advertising To Marketing

create MARKETING SOLUTIONS not ADS

Get beyond commercial messages. Solve something.
Involve people. Enable them. Let them Participate.

don’t forget the BRAND The create USEFUL CONTENT

Content & tools that make
Is the brand central to the idea?
Are we allowing for experiences
Idea life better in some way.
that will get people engaged and
ultimately move product?

think CONTEXT
Think of all of the places, the touch points,
where people could engage with our content.
What are they seeking there. The way they use
media and technology will influence our content.
CREDITS

Paul Isakson - Senior Strategic Planner - space15

Uwe Gutschow & Don Longfellow - Saatchi & Saatchi LA

Microsoft Digital Advertising Solutions, Museum video

Nike+ Lego
Healthy Living NYC Lego Factory
Every Step You Take... Lego.com

Domino’s Pizza Builder M&M

Domino’s Pizza Customise message
Dominos.com Mymms.com

My Vegas Jeep

Logic + Emotion Camp Jeep

jeep.com
My Vegas Is Showing: Brand Utility + Eve
nt Based Social Networking