Advertising is dead. What´s Next?
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Transcript of Advertising is dead. What´s Next?
Lapublicidadhamuerto
“It´s not THE STRONGEST SPECIES THAT SURVIVE, NOR THE MOST
INTELLIGENT BUT THE ONES MOST RESPONSIVE TO CHANGE”
Ch. DARWIN
WHAT KIND OF DEATH ARE WE TALKING ABOUT?
TRADITIONNAL ADVERTISING
MEANINGFUL DATA
DISRUPTIVE TECH
SMART CONSUMER
NEW & Fragmented MEDIA LANDSCAPE
A RADICAL HISTORY
OF ADVERTISING
RADICAL HISTORY OF ADVERTISING
VERY OLD TIME
INFORMATION!CONTENT!
Key KPI = T.O.M !
PUSH & MASS MARKETING!
PASSIVE!CONSUMER!
POSITIONNING!BRAND IMAGE!
& USP!
MEDIA!TV/ ATL!
AGENCIES!MADISON AVENUE!
!HERO!
BERNBACH & OGILVY!THE CREATIVE GUY!
1950-1990
PRODUCT CENTRIC
IMPACT !CONTENT!
Key KPI = T.O.H !
TARGETED MARKETING!
ACTIVE Y CRITICAL!CONSUMER !
!
POSITIONNING!VALUE!
Branding + Emotion!!
EXPERIENTIAL & DIGITAL MEDIA!
AGENCIES!NETWORK & INTEGRATED!
LOVE BRANDS!HERO!
THE PLANNER GUY!
1990-2010
BRAND
CENTRIC
RADICAL HISTORY OF ADVERTISING
OLD TIME
MARCH, 2009 TIPPING POINT
Uber LOGO MEANS DISRUPTION
UberizaTIOn OF ADVERTISING
UBERIZATION OF ADVERTISING RicardoMonteiroHavasWW,GlobalPresident
“ANY AGENCY RUN THE RISK TO BE UBERIZED”
PEOPLE MARKETERS
“ THE COLLABORATIVE ECONOMY CROWNS THE CONSUMER AS THE NEW
BRAND MARKETER, PRODUCER, PLANNER & CREATIVE”
COMMUNITY HACKING AGENCIES
“ NEW MODEL TO THINK, DESIGN & PRODUCE IDEAS &
CAMPAIGNS
MATRIX DISRUPTORS
“OUR DATA MAKE THEM KING”
START-UP GAME-CHANGERS
“THE NEW LIFESTYLE WE ALL CRAVE FOR”
BRAND LOVE & HATE
MOST OF PEOPLE DO NOT CARE IF
74% HavasMeaningfulBrandsStudies,2015
OF BRANDS DISAPPEARED
of consumers want more meaningful relationships with brands.
Just 17% think brands deliver.
87%
Edelman,October2014
MEANINGFUL BRANDS DominiqueDelport
VivendiContent
h?ps://www.youtube.com/watch?v=_wbQ6GJUNAw
MEANINGFUL BRANDS OBEY to 3 RULES
HavasMeaningfulBrandsMethodology,2015
Meaningful Brands Index 2015
ATTA
CH
MEN
T%
peo
ple
who
wou
ld c
are
if th
e br
and
disa
ppea
red
(5+6
+7 in
a s
cale
1-7
)
Meaningful brands RankinG
HavasMeaningfulBrandsMethodology,2015–FocusMéxico
TECH-DATA-HUMAN INSIDE MEANINGFUL CASE NIKE +
h?ps://www.youtube.com/watch?v=M9Ts-ay2VV4
FRAGMENTATION OF MEDIA LANDSCAPE
FRAGMENTATION OF MEDIA LANDSCAPE
WilliamBakerIESE,EmeritusPresident
h?ps://www.youtube.com/watch?v=KJDmIpfVRGE
HIPER & CROSS COnNEXION
MOBILE FIRST!
MICRO-MOMENTS!
ALWAYS-ON !MARKETING!
NEW CONSUMER JOURNEY!
CROSS-PLATFORM IDEAS & CONTENT!
CONTEXTUAL!GEO-TARGETTING!
REAL TIME!AB TESTING!DATA & PROGRAMATIC!
ATRIBUTION MODELS!
ALWAYS-ON DATA DRIVEN MARKETING
LincolnBjorkmanWunderman,GlobalCEO
h?ps://www.youtube.com/watch?v=W8UU5binXZQ
REINVENT YOURSELF
OR DIE!
WHAT´S
NEXT
INTERACTION!CONTENT !(OR CONTEXT)!
Key KPI = ENGAGEMENT!
ORGANIC & PROGRAMATIC
MARKETING!Data Segmentation!
Product = Media = Creativity!
POSITIONNING SOLUTIONS!
SMART CONSUMER!WIN-WIN AUDIENCES!
(OR LOOSE)!
AGENCIES!Start-up & (M+H)akers!
R/GA!Disruption!
Meaningful Brands!!
HERO!The Data Scientist guy!
SINCE 2010
PEOPLE
CENTRIC
MOBILE FIRST!DATA & TECH !DRIVEN MEDIA!
RADICAL HISTORY OF ADVERTISING
NOW
MARKETING TECH INSIDE
FUELED BY DATA
ADVERTISING
BUT FOR HUMANS!
TECH-DATA-HUMAN CREDENTIAL RG/A
h?p://www.rga.com/about/featured/our-model/
IN THIS NEW WORLD,
CREATIVITY
IS MORE THAN EVER THE HOLY GRAIL
CONTENT IS KING365 & 360º Always-on Cross-Platform
CREATIVITY IS BUSINESS EFFICIENCY
SOURCE:Hurman,‘TheCaseforCreabvity’,2011
“Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer-lasting, works with less media spending, and builds a fan community faster” !Stephan Vogel – Ogilvy & Mather Germany!
STANDARDIZATION
STANDARDIZATION
STANDARDIZATION
STANDARDIZATION
STANDARDIZATION
STANDARDIZATION
STANDARDIZATION
STANDARDIZATION
STANDARDIZATION
STANDARDIZATION
STANDARDIZATION
BETC PARIS!HOAX!
!WORST IDEA
EVER!!!
IN THIS NEW WORLD,
CULTURAL
IS CERTAINLY STILL THE KEY
UNDERSTANDING
AddedValueAgencyMethodology
GROWTH-HACK WITH CULTURAL VIBRANCY
BREEDCULTURE
OFCULTURE
SETABRANDCULTURALMISSION
CONTRIBUTETOCULTURE
CONVERTCULTUREINTO
DATA
CONNECTWITH
CONSUMERS
VISIONNARY INSPIRING BOLD EXCITING
SMELL THE Digital Native & Millennial SPIRIT OR DIE!
TRUST & INVEST in
A SMART CONSUMER OR HE WILL BLOW
YOUR BRAND!
EMBRAcE SERIOUSLY DIVERSITY
IF YOU WANT TO INNOVATE
"IamsickandVredasaclientofsiWnginagencymeeVngswithawholebunchofwhitestraightmalestalkingtomeabouthowwearegoingtosellourbrandsthatarebought85%bywomen,"hesaid."InnovaVonanddisrupVondoesnotcomefromhomogeneousgroupsofpeople.”
Mr.Jakeman,PepsiCoGlobalPresident
MEANING QUEST
IN THIS NEW WORLD,
IS THE
“Unilever is the largest NGO in the world. We have helped 303 million improve their health
with hand washing campaigns. Our goal is 1 billion.” PaulPolman,UnileverCEO,August2014
A NGO CALLED UNILEVER
MEANINGFUL CASE ALWAYS – LIKE A GIRL
h?ps://www.youtube.com/watch?v=XjJQBjWYDTs
MEANINGFUL CASE CHIVAS – THE VENTURE
h?ps://www.youtube.com/watch?v=bCCm7byGPfY
Big Must be smart, useful & meaningful
Data
SMART DATA DRIVEN CREATIVITY JarekZiebinski
LeoBurne?AsiaPacificCEO&Chairman
h?ps://www.youtube.com/watch?v=gqQf-rqXbjw
CREATIVE DATA NETFLIXFRANCELAUNCHCASE
DATAASPOWERFULINSIGHTGENERATOR
h?ps://www.youtube.com/watch?v=W76Sc6lmOvA
D ISRUPTION
IS THE NORM
IN THIS NEW WORLD,
BREAK THE STATUS QUO
TBWANetworkCoreMethodologyJean-MarieDru–LeeClow
THRIVE LIKE THE BLUE OCEANS
BlueOceanStrategy,HowtocreateuncontestedmarketspaceandcompeVVonirrelevantW.ChanKim,ReneeMauborgne,HarvardBusinessSchoolPress
DESIGN LIKE A START-UP
BusinessModelGeneraVon,Strategyzer
CREATE & PLAY LIKE A MONTESSORI SHCOOL
GROW LIKE A HACKER
1. Get rid of intermediaries between talent and audience.
2. Design horizontal organizations
giving priority to makers, hackers & backers talents.
3. With both hemispheres on
data + creativity
4. With passions beyond advertising.
5. Make it fun
HR HACKING
