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Self-Reliant Advertising
By Aaron Perrino DI Y

2. THIS IS A SAMPLING SPORT*
Many of the ideas in this presentation are remixed from other great thinkers,
pontificators, and assassins of marketing to define a new “Active” way of
thinking about branding.
Public Enemy Reference Y’all DI Y

3. THE ADVERTISING INDUSTRY
NEEDS A KICK IN THE ASS
If we don’t evolve we will become doomed just like the music industry.
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4. WE’RE BECOMING IRRELEVANT
Much like record labels, agencies haven’t evolved enough and are too slow to
react to our clients needs.
Today it seems like every project in the pipeline is an exercise in smaller,
cheaper, and faster. We need to be nimble. We need to be quick.
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5. HIGHWAY ROBBERY
Over the past 20 years the music industry has abused fans in the U.S with
both unnecessarily high CD prices and obscenely high concert ticket prices.
There is no doubt that technology has cheapened the creative process
immensely, and as advertisers we need to revolutionize what the core of our
business is.
( Hint... Ideas are the only real capital )
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6. WE’VE STOPPED DOING OUR JOB
Record label executives hired hipsters instead of real A&R agents. They
became more interested in keeping their jobs and playing it safe than finding
original talent to nurture and promote over the long haul. The ad world is
swimming with “merchants of cool” who market to themselves instead of
thinking about what the consumer wants or needs.
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7. JAMMING ECONO
Technological developments have made it possible for artists to circumvent
professional studios and create high-quality works themselves. Developments
have given artists of all ages and abilities from across the globe, the
opportunity to make their own films, records, or other content, and distribute it
over the web.
Guess what? The same is true for what we do.
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8. KILL THE “LET’S MAKE
NOVEMBER RAIN”
MENTALITY*
Thinking big is great, but the days of champagne wishes and caviar dreams
are over. Google made the most popular Superbowl commercial and it cost
little to nothing to make.
* Thats a Guns n Roses reference DI Y

9. DIY ETHOS
The spirit of Punk Rock was that you didn’t have to know what you were doing to
be in a band.
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10. Everything was done with a DIY attitude and on a shoestring budget.
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11. The internet today feels a lot like the early days of Punk.
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12. EVERYONE IS A CREATIVE NOW
Technology has given us the tools to all be content creators.
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13. In order to survive in the digital world as advertisers we need to approach our work
with this same attitude.
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14. A “JUST GET IN THE VAN”
STYLE OF ADVERTISING
Hard-Core and Punk bands in the eighties used to just get in their van and tour
playing any house or space that wanted to hear their message. The internet is
so fragmented, that as advertisers we need to actively bring our beliefs directly
into consumers living rooms.
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15. WE NEED TO STOP THINKING
ABOUT 360 DEGREE BRANDING
and think about 365 days a year marketing.
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16. THE FIRST QUESTION
EVERYDAY SHOULD BE
What can I do to make my brand famous on the internet today?
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17. ACTING THEN MEASURING HAS BEEN
REPLACED BY LISTENING THEN
RESPONDING
Agencies should be like day traders in “Social Emotion” tracking what
consumers are saying online, and reacting to it in real time.
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18. THE CONSUMER HAS CHANGED
"People consume content in order to create it."
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19. BRANDS NEED TO MAKE STUFF
CONSTANTLY
Creating content at scale requires becoming comfortable
discussing a range of topics.
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20. OLD AGENCY: MAKE THE CLIENT HAPPY
FUTURE AGENCY: MAKE THE CONSUMER HAPPY
To the public all advertising is spam.
People like what interests them, and sometimes it’s an ad.
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21. BRANDS WHO UNDERSTAND THE
CULTURE OF THE WEB HAVE AN
ADVANTAGE IN THE CUSTOMER
RELATIONSHIP
Being a “Socially Active Brand” should be the core for every business.
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22. BRANDS NEED TO FIGURE
OUT WHAT THEY BELIEVE
Then own those relevant conversations and topics in culture online.
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23. MODERN BRANDS NEED
TO ACTIVATE THEIR FANS
Community, Crowd Sourcing, and Collaboration
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24. BRANDS NEED TO INSPIRE
Consumers want products of great value from brands with great values.
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25. IT’S BREAKING THE
CYCLE OF PAID MEDIA
Ideas good enough to stand on their own.
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26. BANNERS ARE FOR APES
CONTENT IS FOR HUMANS
Content that inspires your fans to engage with your brand and gets them to
comment, share, and convert to a sale.
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27. OUR BRAND COULD
BE YOUR LIFE
It’s giving control to your consumers and letting them define the brand for you.
( FYI...They’ll do it whether you ask or not )
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28. BRANDS NEED TO BE THE BROKER
BETWEEN TECHNOLOGICAL
INNOVATION AND HUMAN NEEDS.
Entrepreneurs are like the new creative department and brands are the backers
to new and interesting experiences for people.
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29. WHA IS DI Y
T ?
DIY is a new ethos that helps brands unlock their creative potential helping
create products and services that build relationships with customers and
inspire fans to take action.
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30. CROWD SURFING
It’s developing a Social Strategy + Planning that works in complete unison to
create compelling socially-driven user experiences for consumers.
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31. TABLATURE
It’s determining all the characteristics that make up the brand like tone of voice,
and it’s belief system to create a playbook from which we can play on the
internet.
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32. INFLUENCED BY...
From a paid media standpoint instead of relying on the same old web
properties and media buys - It’s connecting, enabling, and partnering with the
best influencers, sites, and technologies to help build your brand’s awareness
and cultural relevance on the web.
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33. BECOMING THE HEADLINER
We believe it’s not about getting Facebook fans or Twitter followers.
It’s about helping your brand define culture.
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34. WE FORMED A BRAND*
New time constraints and technology have made it necessary to re-think the
old creative equation. DIY teams are makers involving a Developer, Art Director,
Copywriter, & Digital Strategist. They collaborate together to develop the ideas,
tactics, and creative executions from start to finish eliminating the need and
costs of producers, directors, and designers.
Art Brut Reference DI Y

35. THE CREATIVE PROCESS
Create in the studio everyday reacting to culture, and consumers for clients to
make the most useful, inspiring, and interesting things for the internet to enjoy.
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36. OUR MOTTO
“Make stuff everyday”
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37. 3 CHORDS & THE TRUTH
Every brand should live in Beta improving, refining, and evolving over time.
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38. A BOX SET EVERY YEAR
Brands should release ideas every week. What if your brand could create 50
great things every year for its fans?
Now that’s Active Branding!
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39. BRAND WANTED
DIY Advertising is definitely not right for every type of client. If the first thing you
do when approving a concept from an agency is send it to your legal team it’s
probably a sign you’re not ready to rock.
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40. “WINNING” AT THE
INTERNET
A renegade spirit is needed to make it in this post digital world. A place where
you are only as relevant as your last tweet, stunt, or update. One day it’s a
Charlie Sheen the next day it’s Radiohead releasing a record. The attention and
lifespan of the internet is fleeting at best. It’s an arm’s race of great ideas daily
to win on the web.
DIY is ready for the challenge.
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41. FOR THOSE ABOUT TO
ROCK WE SALUTE YOU
We see DIY Advertising as the perfect opportunity for clients with budgets that
a normal agency could spend on a single execution. Taking a DIY approach
“One Million Dollars” get’s you “$10 Million” worth of executable ideas. You just
have to believe in your message and the audience you are trying to attract.
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