Download - Future of advertising
Olu Akanmu
40TH Association of Advertising Agencies of Nigeria (AAAN) Annual Conference
Abeokuta
June 2013
http://olusfile.blogspot.com
“The future is already here…it is not just evenly distributed yet”
- Anonymous
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
Sophisticated, always connected customer
Will use multiple devices who talk to themselves ◦ Tech Savvy
Extremely fragmented media off line and on line
Will search for information as much as information will search for him
Networked to millions of friends on line with whom they share experiences
Olu Akanmu 40th AAAN
Conference. June 2013. Blog: http://olusfile.blogspot.com
Message
Technology Media
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
One way
Dialogue
Interactive
Dialogue
Total
Customer
Engagement
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
Real time information is available to company and customers in interactive relationships
Extremely empowered networked customer ◦ Can tell his own story about the brand in real
time
Can be a brand advocate or saboteur
The future will be akin to some sort of integrated marketing communication in motion
Olu Akanmu 40th AAAN
Conference. June 2013. Blog: http://olusfile.blogspot.com
Everything can be tracked or measured from consumer behaviour to communication effectiveness ( Digital Intelligence)
Advertising while remaining artistic will become more and more scientific
Advertising people will have to get more comfortable with numbers in a new world of advertising science
Mathematical and Statistical Model of Consumer Behavior and Advertising Effectiveness would be constructed easily ◦ Easier predictive modeling and campaign evaluation
The future ad practitioner will have to be an artist and a
scientist at the same time
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
Creative
Copy writing
Brand
Content
Creation and
Publishing
Advertising
Story
Telling
Integrated story telling across multiple touch points
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
Creative Media
Digital and Content
Publishing
Sponsorship/Events/
Public Relations
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
Creative Media
Digital and Content Publishing Experiential Marketing/
Sponsorship/ PR
Cross functional
Brand Communication
Organization
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
How would Communication keep specialized skills in different organizations and yet integrate them as one single brand communication organization?
Will the current WPP ( agency holding) – Finance driven organization structure suffice the need for more integrated story telling organization structure of the future?
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
Would nimble smaller agency be more flexible and adapt to integration faster than the big rigid agency organizations and their structures?
Would increasingly splintered specialization lead to virtual modular organizations? ◦ Organizations coming together to execute specific
brand projects and disassembling after?
Olu Akanmu 40th AAAN
Conference. June 2013. Blog: http://olusfile.blogspot.com
A new type of account manager ◦ Far more versatile from copy, content publishing,
media, experiential marketing
◦ Can provide leadership like a doctor in a multi-disciplinary hospital
Accounting for value creation and reward issues within agency structures ◦ Where value is created and where it is billed may
more mis-aligned
◦ Transfer pricing with agency holding structure
Olu Akanmu 40th AAAN
Conference. June 2013. Blog: http://olusfile.blogspot.com
Experience
Technology
Media
Core Human
Emotions/
Messaging
Fun Freedom Friendship Achievement Ego Family Success
Media contextual execution of core adverting message will keep changing. Core Human emotions and message will remain timeless
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
“..The future started yesterday. We are already late…” ◦ John Legend ( If you are out there)
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com
Thank you
Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com