the case of contemporary advertising
DESCRIPTION
InsomniaTRANSCRIPT
![Page 1: The case of contemporary advertising](https://reader033.vdocuments.mx/reader033/viewer/2022061110/5453dfd4af795908308b58dd/html5/thumbnails/1.jpg)
OR
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Once upon a time the world of advertising was pretty simple
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But now we have entered a new era
of COMMUNICATION
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CHALLENGESMedia FragmentationClutter of messagesConsumers are
empoweredInfluence of technology
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OPPORTUNITIESNew tech access to engageRelevant ideas and insights neededCompanies ready to pay for always on More media touch points, targeting possible
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We need to take a leap of faith towards
change …
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NEW QUALITIES ARE EMERGING
AuthenticMeaningfulExperientialAlways onPlugged inInteractiveFlexibleResourcefulSimpleDirectMagnet
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THE NEW CLIMATE DEMANDSA NEW FORM OF CREATIVE STRATEGY
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INSOMNIACreativity that never sleeps
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OUR VISION
Create ideas people want to sleep with
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OUR VISION
And sometimesIdeas that you want to wake up with
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STRUCTURE: CULTURE:
Connect Brands with target audience
Create meaningful brand experiences
Give staff thefreedom tocollide withknowledge andremain plugged
in
Flexible, informal allowing all parties to come together and contribute to idea generations and prototyping
Passionate,Always onFlexibleEars & eyeseverywhere
PEOPLE:
STRUCTURE: CULTURE:
TASKS:
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CHRONOBIOLOGICAL APPROACH
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MAXIMISING THE CREATIVE OUTPUT
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A: MORNING PEOPLE
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B: NIGHT TIME PEOPLE
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C: SLEEPERS
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PLUGGED IN 24H365 DAYS
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USING REAL WORLDOBSERVERS TO GAIN…
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MORE REAL LIFE INSIGHTS
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IDEASBASED ONREAL EXPERIENCES
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TARGETINGPEOPLE INREALTIME
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USING NEW TECH TO REVIEW REAL IDEAS
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2424
INSOMNIA
GOOD NIGHT or GOOD MORNING
it does not matter really….AS LONG AS YOUR REAL