A presentation on 10.10.11 to the Capstone AdFed meeting at The University of Alabama.

1. ADVERTISING
LITERACY

2. ADVERTISING
LITERACY
10.10.11 Capstone AdFed Meeting
Dr. Glenn Griffin

4. How BIG is
this business?

5. How BIG is
this business?
some stats and facts on advertising and agencies

6. $474 billion

7. $474 billion
global advertising spending in 2010

8. $474 billion
global advertising spending in 2010
$131.1 billion

9. $474 billion
global advertising spending in 2010
$131.1 billion
U.S. advertising spending in 2010

10. agencies

12. Six “global holding
companies” control
most of the
advertising world.

14. Omnicom WPP Interpublic
New York, NY London, UK New York, NY
Publicis Dentsu Havas
Paris, France Tokyo, Japan Suresnes, France

15. Omnicom WPP Interpublic
New York, NY London, UK New York, NY
SOME AGENCY BRANDS:
BBDO DDB TBWA
Goodby, Silverstein & Partners
SOME WORK:
Got Milk?, Apple, AT&T
Publicis Dentsu Havas
Paris, France Tokyo, Japan Suresnes, France

16. Omnicom WPP Interpublic
New York, NY London, UK New York, NY
SOME AGENCY BRANDS: SOME AGENCY BRANDS:
BBDO DDB TBWA Ogilvy & Mather
Goodby, Silverstein & Partners Young & Rubicam
JWT
SOME WORK:
Got Milk?, Apple, AT&T SOME WORK:
Dove “Campaign for Real Beauty”
Heineken
Publicis Dentsu Havas
Paris, France Tokyo, Japan Suresnes, France

17. Omnicom WPP Interpublic
New York, NY London, UK New York, NY
SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS:
BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham
Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday
JWT
SOME WORK: SOME WORK:
Got Milk?, Apple, AT&T SOME WORK: ,
Wal-Mart, Harley Davidson, Verizon,
Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America
Heineken
Publicis Dentsu Havas
Paris, France Tokyo, Japan Suresnes, France

18. Omnicom WPP Interpublic
New York, NY London, UK New York, NY
SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS:
BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham
Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday
JWT
SOME WORK: SOME WORK:
Got Milk?, Apple, AT&T SOME WORK: ,
Wal-Mart, Harley Davidson, Verizon,
Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America
Heineken
Publicis Dentsu Havas
Paris, France Tokyo, Japan Suresnes, France
SOME AGENCY BRANDS:
Publicis USA Leo Burnett
Saatchi & Saatchi BBH
Fallon Worldwide
SOME WORK:
AXE, McDonald’s, PBS, Sony

19. Omnicom WPP Interpublic
New York, NY London, UK New York, NY
SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS:
BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham
Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday
JWT
SOME WORK: SOME WORK:
Got Milk?, Apple, AT&T SOME WORK: ,
Wal-Mart, Harley Davidson, Verizon,
Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America
Heineken
Publicis Dentsu Havas
Paris, France Tokyo, Japan Suresnes, France
SOME AGENCY BRANDS: SOME AGENCY BRANDS:
Publicis USA Leo Burnett Dentsu mcgarrybowen
Saatchi & Saatchi BBH Firstborn ATTIK
Fallon Worldwide
SOME WORK:
SOME WORK: Chase, Sears, Scion
AXE, McDonald’s, PBS, Sony

20. Omnicom WPP Interpublic
New York, NY London, UK New York, NY
SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS:
BBDO DDB TBWA Ogilvy & Mather Carmichael Lynch R/GA Gotham
Goodby, Silverstein & Partners Young & Rubicam The Martin Agency Hill Holliday
JWT
SOME WORK: SOME WORK:
Got Milk?, Apple, AT&T SOME WORK: ,
Wal-Mart, Harley Davidson, Verizon,
Dove “Campaign for Real Beauty” Dunkin’ Donuts, Bank of America
Heineken
Publicis Dentsu Havas
Paris, France Tokyo, Japan Suresnes, France
SOME AGENCY BRANDS: SOME AGENCY BRANDS: SOME AGENCY BRANDS:
Publicis USA Leo Burnett Dentsu mcgarrybowen Arnold Worldwide EURO RSCG
Saatchi & Saatchi BBH Firstborn ATTIK
Fallon Worldwide
SOME WORK: SOME WORK:
SOME WORK: Chase, Sears, Scion Volkswagen “Drivers Wanted”
AXE, McDonald’s, PBS, Sony Altoids “Curiously Strong Mints”
Progressive “Flo”

21. DIGITAL / SOCIAL

22. DIGITAL / SOCIAL
MULTICULTURAL

23. DIGITAL / SOCIAL
MULTICULTURAL
CONTENT / STRATEGY

24. How do I
get a job?

25. How do I
get a job?
advertising is not accounting (thank God).

26. network

27. network

29. @ wgriffin
lists: @wgriffin/students-must-follow

30. @ Steffan1
#BAMAadday Keynote Speaker Steffan Postaer
@ janetkestin
#BAMAadday Guest Speaker Janet Kestin
@ nancyvonk
#BAMAadday Guest Speaker Nancy Vonk
@ mcannova
#BAMAadday Guest Speaker Michael Cannova

31. Alive and
legendary.

32. Alive and
legendary.
ad names you should know and follow

34. Lee Clow
1942-1999
Chairman and Chief Creative Officer,
TBWAWorldwide

36. Alex
Bogusky
1963-1999
Founder, The FearLess Cottage / COMMON
Former Co-Principal, Crispin Porter + Bogusky
Former Chief Insurgent Officer, MDC Partners

38. Janet Kestin & Nancy Vonk
1999
Co-Founders - SWIM, Toronto • Former Co-Chief Creative Officers - Ogilvy Toronto

40. David Kennedy
& Dan Wieden
1999
Co-Founders - Wieden+Kennedy, Portland, OR

41. Dead but
definitive.

42. Dead but
definitive.
ad names you should know and follow

44. David Ogilvy
1911-1999
Co-Founder, Ogilvy & Mather
Writer (known for fact-based, long copy)
Author, Ogilvy on Advertising and
Confessions of an Advertising Man

47. Bill Bernbach
1911-1982
Co-Founder, Doyle Dayne Bernbach (DDB)
Wrote headlines and handed them off to another writer
to add “the little words.”
He literally started in the mail room.
“He elevated advertising to a high art and our jobs to a profession.”
- Helmut Krone, AD at DDB

52. July 18, 1977 O&M AGENCY MEMORANDUM:
“For many years you heard me inveigh against ‘entertainment’ in TV
commercials and ‘cleverness’ in print advertising. When the advertising world
went on a ‘creative’ binge in the late 1960s, I denounced award winners as
lunatics...
“Then, two years ago, you began to receive memos from me, complaining that too
much of our output was stodgy and dull...
“I woke up to the fact that the majority of our campaigns, while impeccable as to
positioning and promise, contained no big idea. They were too dull to penetrate
the filter which consumers erect to protect themselves against the daily deluge of
advertising. Too dull to be remembered. Too dull to build a brand image. Too
dull to sell. (‘You cannot bore people into buying your product.’)
“I want all our offices to create campaigns that are second to none in positioning,
promise – and brilliant ideas...”
- David Ogilvy

53. What should
I read?

54. What should
I read?
a reading list for the plugged-in

58. the top work in graphic
design, advertising,
illustration, photography
www.commarts.com and interactive design
FIVE ANNUALS
ADVERTISING ANNUAL :
DECEMBER
ALL PROFESSIONAL WORK

59. new and outstanding print/
TV campaigns from around
the world
interviews with the best
www.luerzersarchive.us international creatives
INTERNATIONAL WORK
THE “EDGIER” STUFF
PROFESSIONAL + STUDENT
WORK

60. where aspiring creatives
showcase their talents
to industry - rolling
competition juried by
www.cmykmag.com professionals
FOUR CATEGORIES:
ADVERTISING, DESIGN,
PHOTOGRAPHY,
ILLUSTRATION
ALL STUDENT WORK

61. What can I win?

62. What can I win?
the most important creative awards in advertising

64. t h e a r t d i r e c t o r s c l u b “ c u b e ”
1920

65. t h e a r t d i r e c t o r s c l u b “ c u b e ”
1920
t h e c a n n e s i n t e r n a t i o n a l
a d v e r t i s i n g f e s t i v a l “ l i o n s ”
1954

66. t h e a r t d i r e c t o r s c l u b “ c u b e ”
1920
t h e c a n n e s i n t e r n a t i o n a l
a d v e r t i s i n g f e s t i v a l “ l i o n s ”
1954
t h e c l i o a w a r d s
1959

68. t h e a d v e r t i s i n g c l u b
o f n e w y o r k “ A N D Y s ”
1964

69. t h e a m e r i c a n
a d v e r t i s i n g f e d e r a t i o n
“ A D D Y s ”
t h e
o f
a d v e r t i s i n g
n e w y o r k
c l u b
“ A N D Y s ”
1968
1964

70. t h e a m e r i c a n
a d v e r t i s i n g f e d e r a t i o n
“ A D D Y s ”
t h e
o f
a d v e r t i s i n g
n e w y o r k
c l u b
“ A N D Y s ”
1968
1964
t h e o n e c l u b f o r
a r t & c o p y “ p e n c i l ”
1975

71. Most Award-Winning U.S.
Advertising Agencies 2010
1. Wieden+Kennedy - Por tland, OR
2 . B B D O - N e w Yo r k , N Y
3 . Yo u n g & R u b i c a m - N e w Yo r k
4. TBWAChiatDay - Los Angeles, CA
5. Goodby, Silver stein & Par tner s - San Francisco, CA
6 . T h e M a r t i n A g e n c y - R i c h m o n d , VA

72. Responsibility.

73. Responsibility.
How to do this job and sleep well at night.

74. “All of us who professionally use the
mass media are shapers of society.
We can vulgarize that society. We
can brutalize it. Or, we can help lift
it onto a higher level.”
- Bill Bernbach

78. passion