New Advertising & New Agencies v.5.0 Bahcesehir University - MBA Lecture 08 May 2013

1. New Advertising
&
New Agencies
by
Köksal Abdurrahmanoğlu
digitally-enhanced marketer & entrepreneur
~ Version 5 ~

2. https://vimeo.com/53034454

3. NEWS

8. New Media
CONSUMER
WOM +
Internet

9. New Advertising

10. Time Spent vs. Ad Spend
Time spent data by NA Technographics (2009), ad spend data by VSS (2009), Global Opportunity data by Yahoo! Investor day (05/2010)

15. Device Evolution

16. So...
What is the
NEW
Advertising?

17. Not the
Advertising
we knew!

18. Not yet!

19. Future of
Advertising is...

20. Marketing

21. Marketing
A new kind of

22. Media &
Consumer…
With new kinds of

23. PINNACLE of
MARKETING

24. Not
any-
more

25. Create brand fans!

26. HOW?Make their lives
BETTER!
by doing things
WITH & FOR
PEOPLE

27. Marketing is…
New way of
supportive
playful
customizable
informative
honest
engaging
personal
collaborative
generous
experimental
helpful
adventurous

28. .

29. .

30. .

34. 6 degrees of seperation...

35. ok
is now 3 degrees!

38. Brands beware!

41. http://www.youtube.com/watch?v=j5Ftu3NbivE
http://www.youtube.com/watch?v=M_URyWFBOy4

46. NEWS FLASH!
Advertising will change more in 5 years
than previous 50
End of Advertising as we know it is here!

47. http://www.youtube.com/watch?v=D3qltEtl7H8
The Break-up Advertiser vs Consumer

50. Here lies the
Advertising Agency
It struggled for years to remain
relevant in the face of changing
consumers, media habits and fierce
competition. It was too big and too
slow to be nimble, and reluctant to
walk away from its heritage of
thirty second spots.

52. AgenciesEnd of
http://www.youtube.com/watch?v=ERGrSQoY5fs

53. Career Evolution in
Ex-Agencies

54. How will the
advertising agency
of the future
will look like?
quizpop

55. Tradi-
tional
/Crea-
tive
Agency
Production
Media
Content
Strategy
PR
Event
Analysis
Creative
}Inhouse
}
Outsource

56. Digi-
tal
Age-
ncy
Production
Media
Content
Strategy
PR
Event
Analysis
Creative}Inhouse
}
Outsource

57. Technology
Strategy
Creativity
New
Gen-
erat-
ion
Age-
ncy
DNA

58. Multi
Task-
ing
Multi
Tale-
nted
Multi
Disci-
plin-
ary Effec-
tive
Attra-
ctive
Powe-
rful
New
Age-
ncy
Mo-
del

59. New
Age-
ncy
Mo-
del
Production
Media
Content
Strategy
PR
Event Analysis
Creative
Getting brands
closer to
consumers

61. What if we could
re-create old ads
in digital?

62. http://www.psfk.com/2012/03/google-digita-advertising.html

63. beyondand

64. http://www.youtube.com/watch?v=a6cNdhOKwi0

65. What will be the “Next Big
Thing” in digital marketing?
quizpop
> Digital Outdoor
> Augmented Reality
> Geo-targeted Mobile Marketing
> Semantic Search
> -----------

67. credits…
MediaFuturist.com by Gerd Leonhard
Future of Marketing and Advertising Lectures
by Paul Isakson (Head of Strategy Space150)
The Future of Advertising. WTF? by David Armano (Sr. Partner of Dachis Corp.)
On the Future of Advertising by Grant Richards (Engine Company 1)
Future of Advertising | Trend Watching by Lorenzo Mendoza
FEED (Digital Brand Experience Report) by Razorfish
The End of Advertising as We Know It by IBM Global Business Services
The Chaos Scenario by Bob Garfield
Propulsion by Tim Williams
Workforfood.nu by Diego Zambrano
Moon Advertising by Bobby Voeten
180360720.com by Helge Tenno
Erik Qualman (Vimeo)
FitcEvents (Youtube)
Geert Desager (YouTube)
Microsoft
Coloribus.com
Creativity-online.com
Gapingvoid.com

68. contact...
Köksal Abdurrahmanoğlu
koksal@istanbul.com
www.about.me/koksal
AlohaVentures.com
Istanbul.com
Adinteractive.com.tr
Cityberry.com
View Presentation at
www.SlideShare.net/koksal_a