The document discusses 3 macro trends shaping the world: 1) the world of tech with cloud computing and rapid prototyping, 2) the rise of collective/crowd power and networks of influencers, and 3) the rise of online business with publishing and connecting. It then provides 12 tips for agencies and individuals to succeed in this changing industry landscape, such as partnering with other agencies, being open to new business models, focusing on users in briefings rather than just media buys, allowing for change in processes, starting with small ideas, and adopting a digital mindset of constant change rather than specific skills.

1. ALESSANDRA LARIU
@alelariu

2. Mindshift time - or -
looking good at your next job interview
12.09.11

3. James talked about the evolution of digital advertising but
THE WORLD
has changed

4. 3 MACRO TRENDS

5. TRENDS 1. THE WORLD OF TECH
cloud computing, agile methodology and rapid
prototyping, iMaker culture, always in beta
LBS
VS

6. TRENDS 2. THE WORLD OF
COLLECTIVE POWER
the rise of crowd/collective power, network of
influencers

7. TRENDS 3. THE WORLD OF ONLINE BIZ
Publish Create Sell
Share Play Aggregate
Connect Remix Review

8. And now that you know the macro-trends
LET’S FOCUS ON
YOU IN RELATION TO
THE INDUSTRY

9. PRESS RESET ON
YOUR BRAIN

10. AGENCIES

11. 1.
‘big’ or ‘small’, ‘digital’ or ‘traditional’ - choose the
place that does the best work with people who know
how to respond to change

12. 2.
digital is not a department

13. 3.
partner your ass off
+ +

14. 4.
be open to new models on
A. how agencies get paid
B. for how work gets done
cocollective.com everybodyshout.com

15. BRIEFING

16. 5.
it starts with the user

17. 6.
watch out for briefs that are a media buy. Briefs should
solve problems
MAKE INCREASE
3X 30’ TV SALES
SHIFT
SPOTS TARGET
ETC

18. 7. output doesn’t necessarily need to be a campaign
The
VS

19. PROCESS

20. 8. teams
remix
DISCOVER STRATEGY
DISCOVER
STRATEGY
CREATIVES
DEFINE
DEFINE
TECH
CREATIVES
STRATEGY
DESIGN
DESIGN CREATIVES
TECH
DEVELOP TECH
STRATEGY
DEVELOP
CREATIVES
DEPLOY
DEPLOY
TECH

21. 9.
plan for change and respond to it

22. IDEAS

23. 10.
it’s OK to start small. Here are some ideas that did.
Google them.
Coke happiness vending machine.
Puma Eco bag.
Instapaper.
Levis recycle labels
Radiohead pay what you want.
Gmail invite only.
I like it on - fb breast cancer campaign
Burger King King dates a super model.
Global rich list.
Livestrong wristbands
Starbucks Betacup

24. 10.
it’s not about matching luggage and 360 campaigns
an old campaign for O2 in the UK where tv, print, facebook and banners had to look exactly the same

25. 11.
spotting a trend is as important as creating one

26. 12.
digital is a mindset vs skillset.
You need to get used to constant reiteration, systems
thinking and comfortable with not knowing what comes next.

27. PRESS RESET ON
YOUR BRAIN

28. QUESTIONS?