The End of Us and Them: SI Newhouse School of Public Communication

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

The end of
us and them


$172 billion
5.1 percent
$2.7 million


In the future,
marketing will be
like sex


Only the
losers
will pay for it.


Mayhem on
Madison Avenue


Porn and other
Social networks and blogs
Portals, videos, search
Online games
Email
News and current events


Social networks and blogs
News and current events

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


digital doctor


Ideas Words
Pictures
Stories


Ideas Community
Social platforms
APIs and technology


audience
messages
target
media plan
penetrate


audience community
messages experiences
target invite
media plan interest plan
penetrate collaborate


III

CW/AD


Social engineer
CW/AD UX
Developer


Ads


Ads Experiences


Buying attention


Buying attention Earning attention


Changing behavior


Changing behavior Leveraging behavior


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.


Service


Service Innovation


VI

you


copywriter

art director

web designer

IA/UX
programmer

video producer

content strategist

connection planner

PR/social media

media

analytics


thank you


The End of Us and Them: SI Newhouse School of Public Communication

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The End of Us and Them: SI Newhouse School of Public Communication