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Learn, Unlearn, Relearn

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“The illiterates of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn”

Alvin Toffler

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“IT’S NOT THE STRONGEST OF THE SPECIES THAT SURVIVE, NOR THE MOST INTELLIGENT, BUT THOSE MOST ADAPTIVE TO CHANGE.”CHARLES DARWIN

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“Advertising is a form of communication for marketing and used to encourage, persuade, or

manipulate an audience to continue or take some new action.”

Wikipedia

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LEARN

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40,000BCArt

A history of advertising in 5 minutes

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40,000BC - Chauvet Cave Painting

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40,000BCArt

30,000BC Animation

The beginning of advertising

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30,000 BC - Animation(See http://tinyurl.com/caveanimation )

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40,000BCArt

30,000BC Animation

2000BCOutdoor

The beginning of advertising

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2000 BC – Outdoor ads from Egypt

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40,000BCArt

30,000BC Animation

2000BCOutdoor

750 BC Sound

The beginning of advertising

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750BC – Audio messages

Greek ladies of the night tap nails into their shoes to produce “come hither” sound effects

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Not much happened for a while in ad land

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1140Printing Press

A brief history of advertising as we know it

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1140 - Gutenberg Printing Press

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1140Printing Press

1661Branding

A brief history of advertising as we know it

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1661 – 1st Branding (for a very early Toothpaste)

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1140Printing Press

1661Branding

A brief history of advertising as we know it

Industrial Revolution

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1750-1850 - Industrial Revolution

3 key Shifts• Physical Link between buyer and

seller breaks

• Manufactures market products long distances from their factories

• Advertising needed

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1140Printing Press

1661Branding

1786First Agency

A brief history of advertising as we know it

Industrial Revolution

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1786 1st Agency Born - William Taylor

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1140Printing Press

1661Branding

1786First Agency

1941First TVC

A brief history of advertising as we know it

Industrial Revolution

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1941 – TV advertising

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1140Printing Press

1661Branding

1786First Agency

1941First TVC

A brief history of advertising as we know it

Industrial Revolution

1st Creative Revolution

1950’s & 60’s

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50s & 60s Mad Men

Bill Bernbach David Ogilvy

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1961 - Lemon

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1964 - Snowplough

Volkswagen Snowplough

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1970 - Rabbits

Volkswagen Two Bunnies(How to tell a story in 10

seconds)

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Nothing much changed for the next 40 years

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UNLEARN

@OgilvyCT Source: http://www.baekdal.com/analysis/market-of-information

Information sources over time

@OgilvyCT Source: http://www.baekdal.com/analysis/market-of-information

Information sources over time (linear)

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Thought Leaders – The Rebels

Sir Tim Berners Lee invented the www

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The rise of the digital brand

September 4, 1998

May 27, 2003

February 2005

February 2004

March 2006

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Exponential growth in content / data

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@OgilvyCT

Dance Have funLive the experience

Check inTweetShareCapture the experience

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Things have changed forever

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RELEARN

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“Every day is a School day”

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To gear Ogilvy for an increasingly digital future by inspiring, educating and upskilling our staff in the ways of the social web.

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OLD NEWAdvertise to many Intervene with a few.

Amplify to many.Positioning Take a position

Marketers have power Consumers have power

Notional persuasion New news, Fun, Utility or die.

Competing with brands Competing with content

Brands have structure Brands as Cloud

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Be Interesting, People are just not that into you.

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Be Interesting, People are just not that into you.

No one is waiting for your brand post. If you want it to work be interesting

Parody of content marketing from The Onion (NSFW Language) http://tinyurl.com/Onioncontent

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WTF is big data?

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Data is the new oil

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Acts Not Ads

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Write the press release not the ad

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Small moments matter

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Context is everything

“Contextual marketing is about delivering the right message to the

right person, via the right medium at the right

time.”

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Create ecosystems, not campaigns

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Stories are still stories, ideas are still ideas

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@OgilvyCT

Thanks @ChrisRawlinson / @Gallarelli

@MrChristiffa / @OgilvyCT