ADVERTISING AT THE SPEED OF CULTURE.
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ADVERTISING AT THE SPEED OF CULTURE.
Colleen DeCourcy – Chief Digital Officer TBWA\ Worldwide
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SEEME!
HEARME!
HEARME!
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SEEME!
HEARME!
HEARME!
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THREE BASIC IDEAS
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DON‘T HUNT DOWN
TARGET GROUPS
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ENGAGE YOUR
AUDIENCE.
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THE HOWAND THE WHERE
ARE AS IMPORTANT AS
THE WHAT.
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FOUR TRUTHS
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1.
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MORE PLATFORMS, MORE CONTENT, MORE SPEED.
It’s all about the thousand micro-interactions not the one big deep experience.
Old media suffer from ADD, break big stories andthen abandon them.
New media are OCD, obsessive compulsive.
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2.
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EVERYONE CAN CREATE MEDIA FASTER,
BETTER AND LESS EXPENSIVELY USING
TECHNOLOGY.
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3.
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THE MANIPULATION OF MEDIA AND DATA IS WHERE THE MAJORITY OF THE $$
ARE BEING SPENT
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4.
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WE NEED TO OWN THE CONVERSATION NOT JUST THE CREATIVE
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IT’S NOT ABOUT ONLINE VS. OFFLINE
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WE’RE CHASING THE WRONG RABBIT.
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FOR THE PAST 2 YEARS, “DIGITAL” HAS BEEN A HUGE DISTRACTION
Acquisitions, mergers, talent wars.
The advertising industry started heading into a tailspin. Masses of money were being spent to try and stay on top of this disruptive and rapid switch
in social behaviours
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“I WISH WE COULD JUST CRACK OPEN YOUR HEAD AND TAKE OUT WHAT WE
NEED”
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!!!!!!!!!!!!!!
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EVERYBODY WANTSTO GO TO HEAVEN
BUT NOBODY WANTSTO DIE.
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LET’S BACK UP TO THE 2008 CANNES LIONS...
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UNIQLOCK‘S appeal is hard to convey in a three minute case study video.
Its unending delight is best experienced as digital snack food over the course of weeks. Prior to the show I had glimpsed it
over the shoulder of so-called “digital natives”, those with a taste for Japanese whimsy and beautility.
They all seemed to have a real affection for it.
Apparently it also makes you want to buy clothes.
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AD UNITS BECOME NOTEPADS:REAL TIME
COMMENTARY ON CULTURE
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CONSTANT COMMUNICATIONS
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CONSTANT COMMUNICATIONS is a fleet of small initiatives
adding together to create an ongoing communications
program with YOUR CONSUMERS, about YOUR
PRODUCTS, IN RESPONSE TO CULTURE,
365 days per year.
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CONSTANT COMMUNICATIONS
is an ongoing re-contact strategy.
It’s the new CRM.
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IN THIS ECONOMY,
we need to do more with our investments.
To leverage relevant key moments
...and own them.
To generate faster and more frequent
INFORMATION POINTS - not just ads.
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CONSTANT
COMMUNICATIONS
is our catalyst to change.
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EVERY MONTH,
EVERY WEEK,
EVERY DAY.
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BYE-BYE 360 DEGREES.
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HELLO365 DAYS.
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UBIQUITY = f(kTdt*2cc)k = content
T = technologyd = distributiont = timeliness
cc = constant comms
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PLANNEDANTICIPATED
REACTIVE
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CONSTANT COMMUNICATIONS IS SOCIAL MEDIA
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TO PROVE THAT CONSTANT COMMUNICATION
AND MEANINGFUL CONNECTIONS WITH
CONSUMERS DRIVES CONVERSION
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IMPROVISATION
WHAT IS SOCIAL MEDIA, REALLY?
PLANNING
AGILECREATIVITY
(thought courtesy of David Armano - Critical Mass)
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SOCIAL MEDIA ISN’T JUST A BLOG OR A FACEBOOK PAGE.
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IT’S A MINUTE BY MINUTE WORLD. WHAT’S NEW IS OLD IMMEDIATELY.
EVERYONE IS CONTENT SNACKING. NOTHING IS SAVED. NOTHING IS LOST.
THERE IS NEVER A MOMENT OF DISCONNECTION. FROM THE WEB, FROM YOUR PHONE, FROM THE WORLD.
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YOUR ADVERTISING AND YOUR AUDIENCE
AREN’T IN SYNCH
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AS THE MARKETPLACE SHIFTS SO SHOULD YOUR EXPECTATIONS OF YOUR AGENCY
from heavily resourced to highly resourcefulfrom executing the plan to capitalizing on the unplannedfrom defender of the brand to delivery of the behaviourfrom creative as king to the end of “the king”
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CONTENTCONTENTBRAND ACTIVATIONBRAND ACTIVATION
STRATEGIC CHANNEL STRATEGIC CHANNEL PLANNINGPLANNING
SOCIAL MEDIA & SOCIAL MEDIA & ENGAGEMENTENGAGEMENT
MODULAR & PORTABLE AD MODULAR & PORTABLE AD PACKAGESPACKAGES
UNIFIED PROJECT UNIFIED PROJECT MANAGMENT/DELIVERY OFFICEMANAGMENT/DELIVERY OFFICE
TECHNOLOGY INFRASTRUCTURETECHNOLOGY INFRASTRUCTURE
BLOGS/FACEBOOKBLOGS/FACEBOOKYOUTUBEYOUTUBE
DISCUSSION DISCUSSION GROUPSGROUPS
VIDEOVIDEOMUSICMUSIC
EDITORIAL & DESIGNEDITORIAL & DESIGN
MOBILEMOBILEONLINE PLATFORMSONLINE PLATFORMS
APPLICATION APPLICATION DEVELOPMENTDEVELOPMENTPARTNERSHIPSPARTNERSHIPS
DISTRIBUTION & DISTRIBUTION & MEDIA MEDIA
CREATIONCREATION
CONTENT CONTENT CREATION & CREATION &
PARTNERSHIPSPARTNERSHIPS
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Ideas are put out much earlier and less completely formed, so others can than
finish them in their own ways.
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I think this makes CULTURE a broader conversation, a host of untraceable contributions knitting together to produce new things, And it‘s almost impossible to know which grain of sand is going to start the avalanche....BRIAN ENO
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MOVE AT THE SPEED OF CULTURE AND YOU’LL MOVE
WITH YOUR AUDIENCE.