Changes in Advertising New Creative Directions -How our World has Changed - How we Need to Change - Creative Examples to inspire us
Provocative Commentary We are an industry built on assumptions that no longer exist today … •
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That pushing out a big marketing campaign that runs for several weeks and then stops is the best way to connect to a brand for consumers, that a large media budget assures a marketer of getting its message across to its desired audience, that one-way, TV-borne messages are the only or even the primary or even a necessary unit of marketing, that people will only watch company made content at media company dictated times, that professional brand people are the only ones who can tell brand stories.
Agencies that approach the business in a traditional manner will become less and less relevant. – Source: David Droga of Droga5
How Have Things Changed? And ‌ Why We Need to Change
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More Tech Savvy Consumers
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Mass Adoption of Digital Technology Millennial s 90% 75
Gen-X
Internet use 87% Created social 50 media profile Used wireless 62 48 internet away from home Posted videos 20 6 online Use Twitter 14 10 Use Cell to text 88 77 Median # test last 20 12 24 hours Source: The Pew Research Center; February, 2010. Have cell phone, 41 24
Boomers 79% 30 35
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More Media Choice
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More Messages to Compete with • Yankelovich exec quote from 1980s: “We've gone from being exposed to about 500 ads a day back in the 1970's to as many as 5,000 a day.” • Today that number is 710,000.
More Brand Choice
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There are currently approximately 6,000 product combinations on a Starbucks menu.
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400-700 new brands are added everyday to the 2.1m brands tracked by TNS media intelligence.
Less Brand Trust • Since 1997 consumers’ overall perceptions of brands have been substantially eroding. • Across the board, we saw significant drops in the key measures of brand value, such as consumer “top- ofmind” awareness, trust, regard, and admiration.
Less Message Control
United Airlines Finds out Non-Responsiveness Has a Cost 9 Million Views = bad PR; Stock plumets ($180 million loss)
New Consumer Decision Journey Active Evaluation: • Consumers are most influenced by Consumer Driven marketing i.e. getting referrals, visiting websites. • They add and subtract brands from their consideration set during this phase.
Initial Consideration Set: • It’s smaller than in past. • Its extremely difficult to get into it today. • Company Driven marketing is most influential here.
Loyalty: More consumers are as open to new brands as they are to brands they have purchased in the past.
• Closure: More consumer s don’t know what brand they definitely want to buy even at the point of purchase.
Consequence: Rise of The New Empowered Consumer
More informed, research, shop price online More choice in channel, products and media
The New Empowered Consumer
More control over ad exposure, content & more elusive More skeptical of brands; trust F-factor More cautious in spending
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Consequence: The Money is Moving (it follows consumer) Growth of Internet - closing in on TV in terms of share.
Clients Want Change… Leading client wish lists for agencies of the future… Greater knowledge of the digital space. •
More than a third of marketers surveyed revealed that they are not confident that their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising
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Nearly half (45 percent) of the respondents have switched agencies (or plan to switch in the next 12 months) for one with greater digital knowledge or have hired an additional digital specialist to handle their interactive campaigns.
More use of “pull interactions. •
When trying to engage consumers with their brand, 90 percent of respondents agree that it is becoming increasingly important that their agency uses ‘pull interactions’ such as social media and online communities rather than traditional ‘push’ campaigns.
Source: Sapient Interactive- The survey polled more than 200 chief marketing officers (CMOs) and senior marketing professionals,
How we Can Change -
Redefining Advertising New Kinds of Campaigns New Kinds of Teams New Ways of Working New Ways to Approach Client Problems Rethinking the Customer – Map Touchpoints
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Redefine what Advertising is about Then: • Persuasion • Marketing is informative • Linear • Story telling – solitary • Time based • Planned, predictable, scripted • Making ads • Marketer controlled
Now: • Engagement • Marketing is useful • Dialogue • Story building – collaborative • Continuous • Perpetual beta, continuous experimentation, Improv • Creating brand experiences • User controlled
New Kinds of Campaigns Then • TV • Print • Radio
Now • A short film • A TV show • A mobil app • A Blog • A retail experience • A new • A song • A game • A distribution idea • A tweet • User generated content • Uploaded video
New Kinds of Teams Traditional • Art Director/copy writer bring interesting ideas to life through words and visuals
New • Writer/technical director focus on user experience design • Pods – writers, visual artists, developers, interaction designers, producers • A writer, tech expert, collaborator, sociologist, social media guru • Story tellers, conversation keepers, curators, technology savants, idea generators, idea executors • Interaction designers, user experience people, digital strategists, behavioral strategists, ethnographers.
New Ways of Working • “Collaborators, people who want to share their ideas and work. Also, people who aren’t dicks. The era of preening prima donna creative is over, unfortunately. It was fun for a few people while it lasted. It’s more fun for everyone else now.” • “No one can be the expert in everything. You have to rely on a group of experts to get anything done.” • The team has to expand to include other creatives, tech, strategic and production voices
New Approaches “My message to our agency creatives is to think of themselves as problem solvers, not ad makers. • Ideally begin every assignment looking directly at the business problem (or opportunity) and push up against that with media-neutral thinking. • If a client has asked for a print ad or banner ad or whatever specific medium, ignore that and look for a big idea. • A great idea that truly solves the business problem will be able to channel into that print ad, etc. • The client will see the specific medium they requested, but in the context of a holistic solution that can potentially inform many spaces.” –
Source: Nancy Vonk, co-chief creative office, Ogilvy, Toronto
Rethinking the Customer A Day in the Life of a Digital Mom
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Some Real World Examples • •
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Story Telling Story Building – Customer Collaboration & User Generated Content Big Ideas – Integrated multiplatform programs Engaging – Creating Brand Experiences to win Attention Being Useful & Solving Problems to Keep it
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The Art of Story Telling
CP+B’s Bill Wright says…“Storytelling and story arc, can apply to anything that you’re doing. You set up a conflict and then provide a resolution.” David Mamet’ s definition o f drama: “the quest of our hero to o vercome thos things that pre e vent him from achieving his goal. If you c an do that yo u’ve got an audience. Th e simplest bill board has te to it and hope nsion fully your pro duct unlocks tension.” that
The Art of Story Telling – Example It’s not just about the thirty-second, $1 million TV spot.
Levitra leverages simple story telling on YouTube. http://www.youtube.com/inbedstory#p/f
Heineken Short Film Series
Jack Daniels Short Film
Introducing Eco-Friendly Bottle – Topiary Artist
Customer as Medium, Co-Creator • The ability to develop brand relationships via social experiences through user generated content (UGC) and the means to deliver persuasive messages to consumers who experience or create UGC represents the future of marketing. ●
Source: Journal of Interactive Advertising, Spring 2008
• If more decisions are based on referrals, how do you generate positive word-of-mouth to influence brand consideration? ●
Source: Journal of Advertising Research, December 2007
Story Building - Collaborative
Pelle S creat joenell of ive’s role a BBH NYC s tha t of a sums up “Bein the story gas b u ilder: to a sto ry. S ry teller t o to want s to t ry buildin me is a b ak g ra build ing a e people is more a nd telling story o b toget n a journe rand that her.” y of
Customer as Media Ford loaned 100 Fiestas to social-media trendsetters for six months. • The 100 “Fiesta agents,”were chosen from 4,000 who applied online, to share their experiences behind the wheel. • They completed monthly, themed missions from travel to social activism; • They posted videos; • They updated their friends and followers on YouTube, Facebook, Twitter and elsewhere. • Source: AdAge.com, April 20, 2009.
Customer Product Collaboration
Co-Created (Curated) Content Publish DailyBuzz Moms surfaces and curates the best content of the independent web for parents. Each day on our homepage, “Today’s Top Nine” highlights nine carefully selected posts from established and emerging authors, all related to new, fresh editorially-driven themes. Additional posts from hundreds of authors are also highlighted each day on six channel pages: nurture, nest, eat, style, balance and play. Share We created DailyBuzz Moms as a way for publishers to have their content featured in a fresh, unique channel. Marketing the site as a one-stop-shop for the best of the parenting blogs, we hope to grow your audience and expose your great content to new readers. Earn Our goal is to give publishers a new revenue stream, reflecting the value they create with their content. Because DailyBuzz Moms gives brand advertisers a new way to reach the parenting demographic, we provide publishers with a source of high-quality advertisements at premium rates.
User Generated Content - Red Bull/Google Street Art Photos Uploaded and Mapped
Red Bull Google Street Art
New Client Demands
big e n o d n’t nee ig idea. We o d e W b a be f n o a n c o t i t a u ea th exec d i g i al, b n o e i n s o n need -dime i t l u m a tiused in red and mul ye multi-la ay.� w CMO r faceted e m r ght fo i L y r r La alds n o D c M
Axe Game Killers The multi-platform campaign: • TV show on MTV • Facebook game • National Comedy Tour • TV spots, high-impact print insert • PR – tons of free impressions
New Gap Campaign • •
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"The storytelling begins in our fall campaign," Mr. Farbman said. "We're profiling designers, bringing people into our Los Angeles design studio. Gap hired a freelance journalist, as well as Cool Hunting, a trend-spotting publication, to spend a week gathering material at the studio, a former cigar factory in the garment district. The result is a series of more than 30 videos that will be seeded across a variety of sites, ranging from Hulu to fashion-focused blogs, like Daily Candy, Refinery 29 and ShopStyle. The videos include profiles of designers and merchants, as well as product-focused storylines and instructional videos about how to preserve the color of denim (freeze it rather than wash it). The videos will be translated into animated banners, as well as print ads running in Vogue, Lucky, Men's Health, Nylon, ESPN The Magazine and a variety of other publications. There will also be an experiential element, with a taco truck, inspired by the Los Angeles locale of the studio, set to make appearances in New York, Chicago, San Francisco and Los Angeles. Dubbed "Pico de Gap," the truck will sell tacos for $1.69 (though if you show off Gap duds, they're free), as well as hand-out coupons.
Engaging – Gain their Interest Create Brand Experiences “First yo u enough have to be cre ativ to to let yo engage the pe e ui rs o n earn yo n, then you ha ve to ur their pro keep by solvin g b lem s , b uy com up with ing things t h e interest y’re ed in. ● Bill Wrig ht Director , Creative , C r is pin Porter + Bogusk y
Kraft – Pudding Face (Crispin + Porter) •
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Crispin Porter + Bogusky extends theJell -O Pudding Mood Meter campaign with this New York billboard whose big face lights up, or goes into a frown depending on the mood of the country. The agency monitored Twitter for two months and found that the global Twitter average for smiles was 1200 a minute, while for frowns it was 800 minute. With that as a mean, the agency programmed the billboard to check in to Twitter every seven seconds for smiley faces and sad faces and adjust the Pudding Face accordingly. When the world is feeling bluer than the norm, Jell-O searches for the frownies and rewards them with redemption links for free pudding--because who doesn't smile after eating pudding?
Creating Brand Experience using Social Media Took a real human problem that was arising from Facebook use which was the questionable value of “virtual” friends and turned it into a wickedly fun brand experience Promotion • Delete a Facebook Friend and get a free Whopper • 35 million impressions • 200,000 friends iced
Old Spice – Next Gen You Tube Series
Creating a Community 400,000 Gain-iacs Strong
Cadbury – Get Twisted Scavenger Hunt •
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The main contest, open to anybody, asks you to find special Cadbury Twisted bars in the UK by solving clues given by a Twitter account @cremeeggtwisted. a second, quasi-secret contest Cadbury is running called Super Agents. This is something that even the official website doesn’t mention. Ten Super Agents are supposed to take photos, record YouTube videos, tweet, and travel across the UK to solve their own set of clues. Cadbury has issued them Flip camcorders and packets to help them. The tasks seem centered around getting as much social media buzz as possible. The more views on your YouTube videos and the more tweets, the better Oh, and what does the winning agent get for all of this hard work? £20,000 (GBP), or about $32,900 USD.
Pepsi Refresh Campaign - Crowdsourcing Old Spend • Super Bowl spot
New Spend • Pepsi Refresh Campaign • Crowdsourced campaign for social good • People submitted “shovel ready” ideas for social and environmental good to refresheverything.com • TV ads using Black-Eyed Peas music (One Tribe) promoted joining • Custom website presented ides solicited ideas, votes, tracked results in real time
Creating an Experience using Micro-site Methodcomeclean.com • Visitors to the site invited to partake in a kind of digital confession, uploading their transgressions and then washing them away (virtually).
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Current promotion with Virgin airlines links to purchase Dirty Little Secrets is feature on user submitted cleaning tips People Against Dirty is community Sites offers activists opportunties
Engaging Consumers – Be Useful • When brands create experiences that provide a real service, magical things happen. • Because it provides a real value, the brand pulls customers and prospects into it, rather than pushing a message at them. • This natural engagement deepens relationships with existing customers, forms strong bonds with new ones and helps generate favorable word of mouth.
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Being Useful with a Mobil App P&G’s Charmin Find a Toilet App
Being Useful at the Point of Purchase
• This trial app gives shoppers in for Michigan-based Meijer grocery store an indoor GPS system. • Customers can locate everything from food items to restrooms on their iPhones.
Merrell Makes Going Barefoot Fun & Easy
The Future of Advertising •
More content creation or generation and sponsorship –
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More video – multi-screen –
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TV, Computer, Hulu, cable & broadcast
More mobile apps –
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Enabling socializing, learning, entertainment, shopping, browsing, expressing oneself
Smart phones, iPads and tablets
More experiential – stories, services, entertainment, interacting More user-generated content - engage More integrated – traditional tightly tied to interactive More addressable, trackable, accountable (telescoping, ad serving) More creative – artists, writers, musicians, dancers, cinematographers, html programmers and developers, global sourcing Social media development as marcom platform New un-thought of digital media and business models ala Groupon, SnapGoods, Guilt, etc. to meet consumer needs and interests More IT to process, manage data and measure performance