The document discusses how brands need to change how they communicate and engage with consumers in both the physical and digital world. It notes that "social media" has become an effective communication channel, but true brand transformation requires applying social principles of collaboration and communication to how the brand and organization operate on a daily basis. The future of advertising lies in transmedia storytelling that brings together art, technology, and innovation to create brand engagement across both physical and digital experiences.

1. The Digital Connection
“Brand Engagement in the Physical & Digital World.”
Presentation
Darren McGrath MD Brando / darren@brando.ie
15.09.11

2. At the minute, we’re still just talking about
advertising, digital & ”social media” in silos.
What about the bigger picture?

3. Advertising is going through a time of change but
social media is driving an evolution in consumer behaviour.
”Social media” the term itself is indicative of the state of affairs.
”Media” limits our view of what is a
movement, and brings with it the baggage
of decades of advertising.

4. Marketers are only too happy toto view
Marketers are only too happy view
the social web as a new channel to of channels to
the social web as a new array
market their goodssome shape or fashion.fashion.
market their goods in in some shape or

5. There’s no doubt that “social media” has become
effective as a communication channel.
It’s also worth noting that no amount of ”media” social or
otherwise will turn a brand around or reinvent an organisation.

6. So we find ourselves at a crossroads.
Many views and opinions,
many experts but the one thing that we do know is:

7. nds need to change the way they look to solve communication
lenges. Brands need to change the way they communicate.
Everyone knows that communication is evolving yet everyday we see
ryone knows that communication is evolving yet everyday we
brands wrestling with this.
brands wrestling with how to make this relevant to them.
Where do we start looking for the answers?
ere do we start looking Ehh.....
the answers?

8. t if brands worked the way individuals now do?
What if brands worked the way people do?
if we applied this to a brand transforming how it how it
What if we applied this to a brand transforming
unicates,communicates, collaborates and the organization
collaborates and even how even how the organization
on a day-to-day basis?
works on a day-to-day basis?
Here’s an idea. What do you think?
Sounds good...
Great! What else can we do?
What about if we...

9. Human evolution is determined by
communication, curiosity, finding stuff, doing things differently.
This is what has taken us from...

12. Everything starts with an idea.
Curiosity leads to ideas.

13. Good advertising starts with an idea.
David Ogilvy: The Man in the Hathaway Shirt

14. Curiosity brought us to space and
shaped the world we live in today.

15. What can agencies learn from this?

16. “I believe, really, all cool things come from the hood... if
you’re able to... see the trends before they happen, then
you got an advantage.”
Coltrane Curtis, CEO at Team Epiphany.

18. Tweet Sweets | You Tweet, We Eat.
Brando Dublin

20. Where does this lead us to
with advertising?
It’s about campaigns and not silos.

21. This leads us to
Transmedia Storytelling
with technology at the core.

22. Bing | Decode Jay-Z Case Study
Droga5 NY

23. What’s the challenge?
Agencies have the ideas. Marketers have the money.
Marketers adopt a leadership position, step-up, reshape,
redefine and lead.

24. Where could the future go?

25. Advertising doesn’t have a horizon.
It’s all happening now.
Art. Technology. Innovation.

26. The Digital Connection
“Brand Engagement in the Physical & Digital World.”
Thank you.
Darren McGrath MD Brando / darren@brando.ie
15.09.11