new advertising & new agencies v.5.0 @ bahcesehir university - mba lecture
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New Advertising & New Agencies v.5.0 Bahcesehir University - MBA Lecture 08 May 2013TRANSCRIPT
New Advertising
&
New Agencies
Bahçe
şehi
r
Unive
rsity
08 M
ay 2
013
by
Köksal Abdurrahmanoğludigitally-enhanced marketer & entrepreneur
~ Version 5 ~
click
https://vimeo.com/53034454
NEWS
New Media CONSUMERWOM + Internet
New
Advertising
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)
click
http://www.thedailyshow.com/watch/wed-june-10-2009/end-times
Device Evolution
Not the Advertising we knew!
Not yet!
Future of Advertising is...
Marketing
Marketing
A new kind of
Media & Consumer…
With new kinds of
PINNACLE of?MARKETING
Notany-more
Create brand fans!
HOW?Make their lives
BETTER!
by doing things
WITH & FORPEOPLE
Marketing is…
New way of
supportive
playful
customizable
informative
honest
engaging
personal
collaborative
generous
experimental
helpful
adventurous
.
.
.
6 degrees of seperation...
ok
is now 3 degrees!
Brands beware!
click
click
http://www.youtube.com/watch?v=j5Ftu3NbivE
http://www.youtube.com/watch?v=M_URyWFBOy4
NEWS FLASH!Advertising will change more in 5
years than previous 50
End of Advertising as we know it is here!
click
http://www.youtube.com/watch?v=D3qltEtl7H8
The Break-upAdvertiser vs Consumer
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.
It died Stubborn and Alone.
click
AgenciesEnd of
http://www.youtube.com/watch?v=ERGrSQoY5fs
Career Evolution
in Ex-Agencies
How will the advertising agency of the future will look like?
quizpop
Tradi-tional /Crea-tive Agency
Production
Media
Content
Strategy
PR
Event
Analysis
Creative}
Inh
ou
se
}O
uts
ou
rce
Digi-tal Age-ncy
Production
Media
Content
Strategy
PR
Event
Analysis
Creative}
Inh
ou
se
}O
uts
ou
rce
Technology
Strategy
Creativity
New Gen-erat-ion Age-ncy..DN
A
Multi Task-ing
Multi Tale-nted
Multi Disci-plin-ary
Effec-tive
Attra-ctivePowe-rful
New Age-ncy Mo-del
New Age-ncy Mo-del
Production
Media
Content
Strategy
PR
Event Analysis
Creative
}Incharge of all
Inhouse or Outsource
..Getting brands
closer to consumers
What if we could re-
create old ads in digital?
click
http://www.psfk.com/2012/03/google-digita-advertising.html
beyondand
click http://
www.youtube.com/watch?v=a6cNdhOKwi0
What will be the “Next Big Thing” in digital marketing?
quizpop
> Digital Outdoor
> Augmented Reality
> Geo-targeted Mobile Marketing
> Semantic Search
> -----------
credits…MediaFuturist.com by Gerd Leonhard
Future of Marketing and Advertising Lecturesby 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
contact...Köksal Abdurrahmanoğ[email protected]
www.about.me/koksal
AlohaVentures.com
Istanbul.com
Adinteractive.com.tr
Cityberry.com
View Presentation atwww.SlideShare.net/koksal_a