6. ” THE AGE OF INTERRUPT AND REPEAT IS OVER.” Niall Fitzgerald , former CEO Unilever Seth Godin in 1999: 1) Attention is a scarce 2) Interrupters are the bad guys
7. 9 WHITE LIES and 1 BIG FAT ONE Image by fenchurch /flickr.com ‘ the white lie is told to avoid the harmful realistic implications of the truth’ (wiki)
8. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
9. WE ARE IN CONTROL Image by jessiefish/flickr.com The Big Fat One
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13. 1 MILLION SALES IPOD 2 YEARS IPHONE 74 DAYS IPHONE 3G ??? Image by niallkennedy/flickr.com
14. 1 MILLION SALES IPOD 2 YEARS IPHONE 74 DAYS IPHONE 3G 3 DAYS Image by niallkennedy/flickr.com
16. MARKET SHARES DO NOT CHANGE MUCH SHARE OF LOYALISTS STABIL MOST PRODUCTS SIMILIAR AND INTERCHANGEABLE MOST CAMPAIGNS ARE WALLPAPER STRONG DIRECT MAIL RESPONSE 4% AVERAGE CLICKRATE 0,1%
22. JOGA BONITA IS THE WAY I PLAY MY GAME IT’S SHAPED BY STREETS, BY BEACHES BY CAR PARKS, BY ALLEY WAYS AND PARKS. I BELIEVE THAT DIVING IS FOR THE SWIMMING POOL AND ARGUING FOR POLITICIANS. I SEE YOUR OFF-SIDE TRAP AS A SAD ATTEMPT TO COVER FOR LACK OF SPEED YOUR DIVING JUST PROVES THAT YOUR FINISHING TOUCH IS AS WEAK AS THE TV RECEPTION IN MONGOLIA. I PLAY MY FOOTBALL WITH MY ACCENT. WITH MY STYLE AND MY JOY. I AM AS LOCAL AS THE WEATHER. THIS IS MY GAME.
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26. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
28. ’ THERE IS NO REAL LIFE AND DIGITAL LIFE, IT’S THE SAME PLACE.’ Jeffrey Cole, Center for the Digital Future at USC Annenberg School
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32. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
34. ” The role of traditional media is more limited than ever before. Our ad messages co-exist alongside thousands of other voices that consumers trust more, like their peers. In the past marketing went deeper into the funnel, beginning with awareness and continuing into consideration and preference. But now the the drivers of consideration and preference hva shifted in roves to the web and social media, confining traditional media to mer awareness drivers.” Bob Greenberg, Adweek
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37. ’ RATHER THAN SHRINKING, TV (VIDEO) WILL GROW DRAMATICALLY IN IMPORTANCE.’ Center for the Digital Future at USC Annenberg School
38. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
43. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
52. WHY WOULD SOMEONE SPEND TIME ON … WHY WOULD SOMEONE BE INTERESTED IN … HOW EXCITING IS THE SAME THING EVERY TIME CAN YOU EXPECT ENGAGEMENT WITHOUT BEING ENGAGED … WHY WOULD SOMEONE CARE, IF … DOESN’T CARE ABOUT ANYTHING WHAT TYPE OF ENGAGEMENT DO YOU GET IF YOU TRY TO CONTROL IT WHY WOULD SOMEONE TALK ABOUT … IS IT ALL ABOUT TECHNIQUE?
53. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
66. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
73. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
75. ” The tricky thing to come to terms with is putting away your medallions and teeth whitening toothpaste and learning to take an interest in your customers lives .” John Grant Image by prozaciswack/flickr.com
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80. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
88. The big fat one: HAVE WE EVER HAD CONTROL? NO SO LET GO
89. 1. Cyberspace is something else Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising
90. Image by threeerin and robpatrick/flickr.com 2. TV is dead 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
91. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. Clicks are all that count 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
92. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. ROI is the result, not the start 4. It’s all about technique 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
93. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands should never change 6. Image is everything 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
94. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Image is everything 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
95. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Target target groups 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
96. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Big is beautiful 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
97. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Try, listen and learn, try again 9. People hate advertising NOW UPDATED 1. Cyberspace and RL the same
98. Image by threeerin and robpatrick/flickr.com 2. TV’s role will change and grow 5. Brands are alive 6. Value replacing image 3. ROI is the result, not the start 4. It’s all about concepts 7. Connect in context/relevance 8. Try, listen and learn, try again 9. People applaud good advertising NOW UPDATED 1. Cyberspace and RL the same