ADVERTISING AT THE SPEED OF CULTURE.

Colleen DeCourcy – Chief Digital Officer TBWA\ Worldwide

SEEME!

HEARME!

HEARME!

SEEME!

HEARME!

HEARME!

THREE BASIC IDEAS

DON‘T HUNT DOWN

TARGET GROUPS

ENGAGE YOUR

AUDIENCE.

THE HOWAND THE WHERE

ARE AS IMPORTANT AS

THE WHAT.

FOUR TRUTHS

1.

MORE PLATFORMS, MORE CONTENT, MORE SPEED.

It’s all about the thousand micro-interactions not the one big deep experience.

Old media suffer from ADD, break big stories andthen abandon them.

New media are OCD, obsessive compulsive.

2.

EVERYONE CAN CREATE MEDIA FASTER,

BETTER AND LESS EXPENSIVELY USING

TECHNOLOGY.

3.

THE MANIPULATION OF MEDIA AND DATA IS WHERE THE MAJORITY OF THE $$

ARE BEING SPENT

4.

WE NEED TO OWN THE CONVERSATION NOT JUST THE CREATIVE

IT’S NOT ABOUT ONLINE VS. OFFLINE

WE’RE CHASING THE WRONG RABBIT.

FOR THE PAST 2 YEARS, “DIGITAL” HAS BEEN A HUGE DISTRACTION

Acquisitions, mergers, talent wars.

The advertising industry started heading into a tailspin. Masses of money were being spent to try and stay on top of this disruptive and rapid switch

in social behaviours

“I WISH WE COULD JUST CRACK OPEN YOUR HEAD AND TAKE OUT WHAT WE

NEED”

!!!!!!!!!!!!!!

EVERYBODY WANTSTO GO TO HEAVEN

BUT NOBODY WANTSTO DIE.

LET’S BACK UP TO THE 2008 CANNES LIONS...

UNIQLOCK‘S appeal is hard to convey in a three minute case study video.

Its unending delight is best experienced as digital snack food over the course of weeks. Prior to the show I had glimpsed it

over the shoulder of so-called “digital natives”, those with a taste for Japanese whimsy and beautility.

They all seemed to have a real affection for it.

Apparently it also makes you want to buy clothes.

QuickTime™ and aH.264 decompressor

are needed to see this picture.

AD UNITS BECOME NOTEPADS:REAL TIME

COMMENTARY ON CULTURE

QuickTime™ and aH.264 decompressor

are needed to see this picture.

QuickTime™ and aH.264 decompressor

are needed to see this picture.

QuickTime™ and aH.264 decompressor

are needed to see this picture.

CONSTANT COMMUNICATIONS

CONSTANT COMMUNICATIONS is a fleet of small initiatives

adding together to create an ongoing communications

program with YOUR CONSUMERS, about YOUR

PRODUCTS, IN RESPONSE TO CULTURE,

365 days per year.

CONSTANT COMMUNICATIONS

is an ongoing re-contact strategy.

It’s the new CRM.

IN THIS ECONOMY,

we need to do more with our investments.

To leverage relevant key moments

...and own them.

To generate faster and more frequent

INFORMATION POINTS - not just ads.

CONSTANT

COMMUNICATIONS

is our catalyst to change.

EVERY MONTH,

EVERY WEEK,

EVERY DAY.

BYE-BYE 360 DEGREES.

HELLO365 DAYS.

UBIQUITY = f(kTdt*2cc)k = content

T = technologyd = distributiont = timeliness

cc = constant comms

PLANNEDANTICIPATED

REACTIVE

CONSTANT COMMUNICATIONS IS SOCIAL MEDIA

TO PROVE THAT CONSTANT COMMUNICATION

AND MEANINGFUL CONNECTIONS WITH

CONSUMERS DRIVES CONVERSION

IMPROVISATION

WHAT IS SOCIAL MEDIA, REALLY?

PLANNING

AGILECREATIVITY

(thought courtesy of David Armano - Critical Mass)

SOCIAL MEDIA ISN’T JUST A BLOG OR A FACEBOOK PAGE.

IT’S A MINUTE BY MINUTE WORLD. WHAT’S NEW IS OLD IMMEDIATELY.

EVERYONE IS CONTENT SNACKING. NOTHING IS SAVED. NOTHING IS LOST.

THERE IS NEVER A MOMENT OF DISCONNECTION. FROM THE WEB, FROM YOUR PHONE, FROM THE WORLD.

YOUR ADVERTISING AND YOUR AUDIENCE

AREN’T IN SYNCH

AS THE MARKETPLACE SHIFTS SO SHOULD YOUR EXPECTATIONS OF YOUR AGENCY

from heavily resourced to highly resourcefulfrom executing the plan to capitalizing on the unplannedfrom defender of the brand to delivery of the behaviourfrom creative as king to the end of “the king”

CONTENTCONTENTBRAND ACTIVATIONBRAND ACTIVATION

STRATEGIC CHANNEL STRATEGIC CHANNEL PLANNINGPLANNING

SOCIAL MEDIA & SOCIAL MEDIA & ENGAGEMENTENGAGEMENT

MODULAR & PORTABLE AD MODULAR & PORTABLE AD PACKAGESPACKAGES

UNIFIED PROJECT UNIFIED PROJECT MANAGMENT/DELIVERY OFFICEMANAGMENT/DELIVERY OFFICE

TECHNOLOGY INFRASTRUCTURETECHNOLOGY INFRASTRUCTURE

BLOGS/FACEBOOKBLOGS/FACEBOOKYOUTUBEYOUTUBE

DISCUSSION DISCUSSION GROUPSGROUPS

VIDEOVIDEOMUSICMUSIC

EDITORIAL & DESIGNEDITORIAL & DESIGN

MOBILEMOBILEONLINE PLATFORMSONLINE PLATFORMS

APPLICATION APPLICATION DEVELOPMENTDEVELOPMENTPARTNERSHIPSPARTNERSHIPS

DISTRIBUTION & DISTRIBUTION & MEDIA MEDIA

CREATIONCREATION

CONTENT CONTENT CREATION & CREATION &

PARTNERSHIPSPARTNERSHIPS

Ideas are put out much earlier and less completely formed, so others can than

finish them in their own ways.

I think this makes CULTURE a broader conversation, a host of untraceable contributions knitting together to produce new things, And it‘s almost impossible to know which grain of sand is going to start the avalanche....BRIAN ENO

MOVE AT THE SPEED OF CULTURE AND YOU’LL MOVE

WITH YOUR AUDIENCE.