The document is a syllabus for a course called "Future of Advertising". It introduces the class and discusses how advertising is evolving due to technology, empowered consumers, and the importance of data and interaction. The course will focus on digital advertising tactics and prepare students for a career where ideas are critical in this new environment.

1. Future of Advertising
Spring 2011 • Mondays, 1-6 PM • Room 416
Instructor: Zach Pentel
Class 1: Introduction + Ideas in the Age of Interaction
Future of Advertising - January

2. Today
Introductions
Course description + discussion
What is Advertising?
Why does it need a future?
Interaction + Relevant Data + Empowered Consumers
Ideas first.
Next steps: Homework assignment (group blog, login/check)
Future of Advertising - January

3. Today
Go to foa2011.posterous.com
Future of Advertising - January

4. Course Description
Advertising is still very much about the primacy and supremacy of ideas. But the industry and its craft are rapidly evolving.
Technology, media and the consumer are dramatically effecting financial, strategic, creative and production decisions. Think of this
class as preparation for a trip abroad. What’s absolutely critical to know in order to survive? What do you need to be fluent in?
Where and who should you visit? What’s your place in the grand scheme?
The Future of Advertising is as much about you—the future advertising practitioners, clients and consumers—as it is about cutting
edge techniques and practices. This semester-long course will arm advertising students for a career in the era of digital as well as
elicit their thoughts and opinions about the trip we’re all taking together. We’ll study and develop online ads and campaign
websites.
We’ll participate and see how social media (blogs, microblogging, social news, social bookmarking, crowdsourcing) can play an
effective role in new marketing. We’ll delve into the inescapable role of metrics and analysis. And content strategy. We’ll immerse
ourselves in gaming and mobile. We’ll talk about how public relations, customer service and HR are becoming marketing. We’ll
hear from and meet the new advertising leaders to learn what they think your portfolio should say, be and do. Above all, we’ll focus
on the power of ideas in a digital age.
Future of Advertising - January

5. Objective
This course should practically and philosophically prepare students for the realities of advertising as it
evolves from traditional to digital.
Portfolios will be enhanced and broadened with integrated ideas that include online ads, campaign sites
and other digital tactics.
We’ll encourage empathy and passion for these newer forms, as well as provide direct experience with
cutting-edge examples and personal experience.
Future of Advertising - January

6. Attendance + Grading
40% major (semester long assignment)
40% class blog assignments
20% attendance/class participation
Advertising is a service industry.
Service = Respect
Future of Advertising - January

7. 1. Intro + Ideas First
2. Re-thinking the ad agency
3. Building your portfolio for the future
4. Strategy and Content planning
5. Media and Distribution
6. Having advertising ideas in 2010
7. Defining the modern ad campaign
8. Building blocks: Paid search + banner ads
9. Building blocks: digital systems and ecosystems
10. Building blocks: Empowering data
11. Touring the agencies of the future
12. Portfolio review
13. The future of the past
14. Mobility
15. Ideas first, redux
Future of Advertising - January

8. Conversations About the Future of
Advertising (CATFOA)
Specific Mondays, per the Syllabus
6:00 - 8:00 pm
Free
Fine Line Music Cafe, Minneapolis
catfoa.blogspot.com
Future of Advertising - January

9. What is the future of advertising?
Future of Advertising - January

10. Well, first... what was Advertising?
Future of Advertising - January

11. Well, first... what was Advertising?
Art. Copy. Distribution.
Future of Advertising - January

12. Well, first... what was Advertising?
Art. Copy. Distribution.
A one way transfer of information from brand to consumer.
Future of Advertising - January

13. Well, first... what was Advertising?
Art. Copy. Distribution.
A one way transfer of information from brand to consumer.
A linear, replicable process.
Future of Advertising - January

14. Well, first... what was Advertising?
Art. Copy. Distribution.
A one way transfer of information from brand to consumer.
A linear, replicable process.
What else?
Future of Advertising - January

15. Now, it’s different.
Future of Advertising - January

16. Now, it’s different.
It’s not replicable. People don’t like ads, but they crave information.
Future of Advertising - January

17. Now, it’s different.
It’s not replicable. People don’t like ads, but they crave information.
The consumer can often control whether or not they are exposed to advertising.
Technology lets them skip it.
Future of Advertising - January

18. Now, it’s different.
It’s not replicable. People don’t like ads, but they crave information.
The consumer can often control whether or not they are exposed to advertising.
Technology lets them skip it.
The consumer controls the conversation.
Future of Advertising - January

19. Now, it’s different.
It’s not replicable. People don’t like ads, but they crave information.
The consumer can often control whether or not they are exposed to advertising.
Technology lets them skip it.
The consumer controls the conversation.
Information is ubiquitous. Advertisers don’t have the access that they used to.
Future of Advertising - January

20. So what is advertising today?
Future of Advertising - January

21. “I define it as a conversation starter.
Interruption doesn’t cut it anymore...you either get
people talking...or nothing happens.”
—Marshall Ross, CCO, Cramer-Krasselt
Future of Advertising - January

22. “I still think it’s about finding a big idea. You just
have more ways to (express) it now.”
—Woody Kay, Managing Partner,
Chief Creative Officer, Arnold
Future of Advertising - January

23. “Seems like when it’s annoying it’s advertising,
and when it’s not annoying it’s called something else.”
—Harvey Marco, CCO, JWT NY
Future of Advertising - January

24. “You get the sense that agencies talk a good game,”
said Jim Nail, chief marketing and strategy officer at
TNS Media Intelligence/Cymfony. “But...(agencies’)
day-to-day management skills are not meeting
marketers’ expectations.”
Future of Advertising - January

25. “The quid pro quo between the marketer and the
audience, for several centuries, has been free or
subsidized media in exchange for inundation with ad
messages. In the Brave New World, the value
proposition will be similar but the barter items
very different. A marketer needn’t pay for episodes
of ‘24’; it need only provide value—whether in
entertainment, information, discount or utility.”
—Bob Garfield, AdAge
Future of Advertising - January

26. So now what?
Future of Advertising - January

27. “The possibilities for this industry are limitless
if we stop focusing on making ads—and bring big,
bold, game-changing business ideas to our clients.”
—Jeff Graham, Account Director
Crispin Porter + Bogusky
Future of Advertising - January

28. “Advertising going forward is about turning big
ideas into personal experiences that change/
reinforce both perceptions and behavior.”
—Jan Leth, Vice Chairman/Global Digital Creative
Ogilvy & Mather
Future of Advertising - January

29. Marketing Then
Brand Consumer
Future of Advertising - January

30. Marketing Now
Brand Consumer
Future of Advertising - January

31. Marketing Now
Brand Consumer
An expectation of interaction.
Future of Advertising - January

32. Interaction is...
An expectation
Reciprocity
Courtesy
Conversation
Response
Measurement
Research
Understanding
Dynamic
Involving
(Above all) Human
Future of Advertising - January

33. Interaction takes its form as...
Sharing
Crowd sourcing
Blogging
Micro blogging
Commenting
Embedding
Linking
Tagging
Rating
(Above all) Participating
Future of Advertising - January

34. It says, “your opinion is valued and necessary.”
Big idea...
Future of Advertising - January

35. It says, “your opinion is valued and necessary.”
Big idea...
Future of Advertising - January

36. It says, “your opinion is valued and necessary.”
Big idea...
... personal experience
Future of Advertising - January

37. Secondly, data is more important than
ever.
Future of Advertising - January

38. Secondly, data is more important than
ever.
Offline interactions are now online. Your tweets can be measured; your in-person
conversations can’t.
Future of Advertising - January

39. Secondly, data is more important than
ever.
Offline interactions are now online. Your tweets can be measured; your in-person
conversations can’t.
More communication = more data.
Future of Advertising - January

40. Secondly, data is more important than
ever.
Offline interactions are now online. Your tweets can be measured; your in-person
conversations can’t.
More communication = more data.
More data = more knowledge (when we use it right).
Future of Advertising - January

41. Secondly, data is more important than
ever.
Offline interactions are now online. Your tweets can be measured; your in-person
conversations can’t.
More communication = more data.
More data = more knowledge (when we use it right).
More knowledge = more relevance.
Future of Advertising - January

42. Future of Advertising - January

43. Data creates value.
source: Ogilvy’s Jan Leth
Future of Advertising - January

44. Data creates value.
Data = Better stories
source: Ogilvy’s Jan Leth
Future of Advertising - January

45. Data creates value.
Data = Better stories
Data = “Value exchange” beyond entertainment
source: Ogilvy’s Jan Leth
Future of Advertising - January

46. Data creates value.
Data = Better stories
Data = “Value exchange” beyond entertainment
Data = Optimized performance
source: Ogilvy’s Jan Leth
Future of Advertising - January

47. Data creates value.
Data = Better stories
Data = “Value exchange” beyond entertainment
Data = Optimized performance
Data = Massively distributed personalization of brand experience.
source: Ogilvy’s Jan Leth
Future of Advertising - January

48. Data creates value.
Data = Better stories
Data = “Value exchange” beyond entertainment
Data = Optimized performance
Data = Massively distributed personalization of brand experience.
source: Ogilvy’s Jan Leth
Future of Advertising - January

49. Data creates value.
Future of Advertising - January

50. Data creates value.
Data = Better stories
Data = “Value exchange” beyond entertainment
Data = Optimized performance
Data = Massively distributed personalization of brand experience.
Data = ability to monitor audience behavior as a marketing competency
source: Ogilvy’s Jan Leth
Future of Advertising - January

51. Third, it empowers the audience.
Future of Advertising - January

52. Third, it empowers the audience.
Future of Advertising - January

53. Future of Advertising - January

54. Future of Advertising - January

55. Brands don’t have control over
everything anymore.
Future of Advertising - January

56. Brands don’t have control over
everything anymore.
This is a terrifying state for advertisers.
Future of Advertising - January

57. Brands don’t have control over
everything anymore.
This is a terrifying state for advertisers.
It re-defines the value of an ad agency.
Future of Advertising - January

58. Brands don’t have control over
everything anymore.
This is a terrifying state for advertisers.
It re-defines the value of an ad agency.
And as a result, it re-defines the ideas that you and I are
expected to come up with.
Future of Advertising - January

59. Ideas first.
The best ideas, even in the digital space, should cause you to
say, “I hadn't thought of it that way before.”
They should change our perceptions.
Future of Advertising - January

60. Let’s get started
Go to www.posterous.com
Sign up for a new account
Upload a photo and your elevator pitch to the Bio section (4-5 sentences)
Email me a link to your site - zpentel@mcad.edu
Future of Advertising - January

61. Monday, February 24th
No class next week.
2 blog posts due before our next class. 400 words
minimum, more credit for citing examples via links.
Future of Advertising - January

62. Monday, February 24th
Post #1: Write a post to the course blog by answering this
question: “What is the future of advertising?” Base your
answer on your own viewpoints, and consider how you agree
or disagree with the viewpoints expressed in the Fast
Company article “Mayhem on Madison Avenue.”
Due Sunday, January 16th at noon.
Future of Advertising - January

63. Monday, February 24th
Post #2: Write a post to the course blog by answering this
question, based on the assigned readings: “What is a
modern brand?” How can an agency create a modern
brand? Can all brands become modern?
Due Sunday, January 23rd at noon.
Future of Advertising - January

64. Thank you.
Future of Advertising - January