Keynote to students and faculty at SI Newhouse at Syracuse University.

1. Global Leaders in
Digital & Social Media
Speaker Series
“The End of Us And Them”
Edward Boches, Chief Innovation Officer
Wednesday, October 26, 2011
6 p.m.
Herg Auditorium
How do we resolve the need and desire to control brands and messages with the equal need to let go and invite participation? The ramifications
affect how we change our mindsets, our company cultures, teams, briefs and creative output.
Edward is one of Mullen’s original partners and has defined the agency’s creative standards, established its PR group, integrated digital design and
production into agency operations, & launched its social influence practice. He focuses on emerging technology, social platforms and changing
consumer media habits to develop innovative ideas for clients including JetBlue, Zappos, Google, and Olympus. Mullen is ranked no. 3 on the Ad Age
Agency A-List. In addition to his day job, Edward speaks frequently on industry and consumer trends; writes an Ad Age 150 blog called
Creativity_Unbound; serves on the board of directors at Boulder Digital Works; he is also a board member at Spring Partners, makers of the popular
Springpad application.
The Newhouse Global Leaders in Digital and Social Media Speaker Series explores innovative digital and social media engagement from around the
world. Speakers represent leadership in thought and innovation in their fields. Follow the talk on Twitter via #NewhouseGLDSM.
Thursday, October 27, 11

2. The end of
us and them
Thursday, October 27, 11

3. Thursday, October 27, 11

4. $172 billion
5.1 percent
$2.7 million
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5. In the future,
marketing will be
like sex
Thursday, October 27, 11

6. Only the
losers
will pay for it.
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7. Mayhem on
Madison Avenue
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11. Thursday, October 27, 11

12. Thursday, October 27, 11

13. Porn and other
Social networks and blogs
Portals, videos, search
Online games
Email
News and current events
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14. Social networks and blogs
News and current events
Thursday, October 27, 11

15. Thursday, October 27, 11

16. Thursday, October 27, 11

17. We are living through the
disorientation that comes from
including 2 billion new
participants in a media landscape
previously operated by a small
group of professionals
Thursday, October 27, 11

18. digital doctor
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29. Ideas Words
Pictures
Stories
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30. Ideas Community
Social platforms
APIs and technology
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31. audience
messages
target
media plan
penetrate
Thursday, October 27, 11

32. audience community
messages experiences
target invite
media plan interest plan
penetrate collaborate
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33. Thursday, October 27, 11

34. Thursday, October 27, 11
III

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41. Thursday, October 27, 11

42. CW/AD
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43. Social engineer
CW/AD UX
Developer
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44. Thursday, October 27, 11

45. Thursday, October 27, 11

46. Ads
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47. Ads Experiences
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50. Thursday, October 27, 11

51. Buying attention
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52. Buying attention Earning attention
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57. Changing behavior
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58. Changing behavior Leveraging behavior
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59. Thursday, October 27, 11

60. Your go-to source for new
ideas and inspiration
GOOD BELLY PROJECT USES INSTAGRAM
TO HELP FEED CHILDREN IN EAST AFRICA
By Emma Hutchings on October 20, 2011
Boston-based advertising agency
Mullen has partnered with Unicef and
Made by Many to help the children
affected by the famine in East Africa.
On October 16th (World Food Day),
they launched the Good Belly Project
in collaboration with restaurants
around Boston.
People who eat at the participating
restaurants are asked to take a picture
of their meal with the photo sharing app Instagram. When someone posts a photo, tags it
with #goodbellyproject and sets the restaurant as their location, the restaurant will donate
$1. All of the proceeds raised will go towards helping with the famine, and the project runs
until November 6th.
The ad agency wrote:
Mullen wanted to make this charity fun for Boston foodies, so we’ve centered it
on enjoying what you already love to do rather than depriving yourself like other
charities ask you to do.
Thursday, October 27, 11

61. Service
Thursday, October 27, 11

62. Service Innovation
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63. Thursday, October 27, 11

64. Thursday, October 27, 11
VI

65. Thursday, October 27, 11

66. you
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67. copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
analytics
Thursday, October 27, 11

68. copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
analytics
Thursday, October 27, 11

69. Thursday, October 27, 11

70. thank you
Thursday, October 27, 11