Inducting Joe Grimaldi Into the Ad Club's Hall of Fame
When Readers Become Writers, What Do Writers Become
1. when the readers become writers,
what do the writers become?
Thursday, February 10, 2011
2. “
Finding out what to say is the
beginning of the communication
process. How you say it makes “
people look and listen and believe.
Thursday, February 10, 2011
13. Good advertising tells what a product
does and why you should buy it.
Great advertising expresses what a brand stands
for and invites you to share in its beliefs.
Thursday, February 10, 2011
14. 2000 - Beyond
a brand isn’t what a brand says.
a brand is what a brand does.
Thursday, February 10, 2011
15. Creative is no longer about
good advertising or bad advertising.
It’s may not even be about advertising.
Thursday, February 10, 2011
16. Creative is no longer about
good advertising or bad advertising.
It’s may not even be about advertising.
Thursday, February 10, 2011
17. Consumers don’t want to watch and read and consume.
They want to participate, share and respond.
Thursday, February 10, 2011
18. Consumers don’t want to watch and read and consume.
They want to participate, share and respond.
Thursday, February 10, 2011
19. Once we were in the
business of telling stories.
Now we are in the business of
getting others to tell stories for us.
Thursday, February 10, 2011
31. old questions who is our target audience?
what is the problem we are trying to solve?
what differentiates us?
what is our main communication point?
Thursday, February 10, 2011
32. new questions Who is our community?
Where do they hang out?
What is their relationship to media,
technology and community?
What value are we providing?
What is our content?
Why will people share it?
How can they get involved?
What will keep it going?
Thursday, February 10, 2011
33. attention-getting
original
unexpected
entertaining
emotional
Thursday, February 10, 2011
34. attention-getting shareable
original interactive
unexpected participatory
entertaining useful
emotional ongoing
Thursday, February 10, 2011
35. Instead of having advertising ideas, we need
to have ideas that are worth advertising.
Gareth Kay
Thursday, February 10, 2011
40. let’s embrace a new definition of creative and story telling
Thursday, February 10, 2011
41. the future of advertising is story telling
and software working together
Thursday, February 10, 2011
42. it calls for a new kind of person
copywriter
art director
web designer
IA/UX
programmer
video producer
content strategist
connection planner
PR/social media
media
analytics
Thursday, February 10, 2011
43. be curious
embrace collaboration
seek collisions
stay unbound
Thursday, February 10, 2011