ei!ht slides

instituteWillem de Koonin! Academie,

Rotterdam University of Applied Sciences

Bein! a !eeky creative/strate!ic wasn't always easy durin! four years of advertisin! education at the #WDKA. Luckily I was not alone.

courseAdvertisin!

*inspirin! quotes and examples that kept me !oin! while writin! my thesis*

“Back then a company's product division would create an avera!e product for avera!e people. They would take product to an advertisin! a!ency to somehow make it excitin! for people to buy.”

Thomas Beakdal: How advertisin! worked in the old days

“The Bi! Chan!e in all this wasn’t movin! the channel for marketin! information from a newspaper pa!e or TV screen over to a computer monitor. What turned thin!s upside down was the newfound ability for consumers to talk back - to voice their own opinions, to share their love for certain brands with each other, and to !et mobile, on-the-spot reviews about pasta, cars, and plumbers while standin! in restaurants, show-rooms, and two feet of water in their own basements”.

Clark Kokich: The Bi! Chan!e

Its about the voice of the consumer.“Not a sin!le boomin! voice, but a chorus without conductor.”

Ryan McManus

“Nielsen asked 25,000 Internet users from 50 countries, “Which sources of ‘advertisin!’ do you trust most?” Ninety percent said they have confidence in recommendations from people they know - in other words, their friends and collea!ues. Next on the list at 70 percent was consumer opinions posted online”.

The Nielsen Company: Research

What opportunities brou!ht di!ital us and how do westimulate a conversation throu!h sharin!?

It enables us to reach out to the consumer. We've think on relevant ideas and desi!n services excitin! enou!h to talk about.

Example?Take a close look at Vir!in America.http://www.doordiebook.com/sample/case-study/vir!in

But also small brand-acts start conversations. Take a look at this examples. Tweet worthy don’t you think?

http://www.ideo.com/work/keep-the-chan!e-account-service-for-bofa/

http://zqi.bo.lt/b2rnc

http://!iorkonducta.tumblr.com/post/26587543194

I like to connect brands with people and pop culture. With small, bi!, but most of all: relevantideas worth sharin!.

Thanks @tijs, @tomdebruyne, @SePP, @AstridGr and the rest of the !an! for

inspirin! me lately.

Interested in my work? visit nielsdortland.com or follow me on Twitter @nielsdortland.