advertising evolves. you should, too

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ADVERTISING EVOLVES. YOU SHOULD, TOO Edward Boches Chief Innovation Officer Mullen Wednesday, June 1, 2011 Nothing stays the same. We make dierent things, work dierent ways, use dierent media. It takes an open mind, an endless curiosity and no fear of change.

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How one agency changed and what marketers need to consider in light of new consumer influence. Seven recommended changes.

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Page 1: Advertising Evolves. You Should, Too

ADVERTISINGEVOLVES. YOU SHOULD, TOO

Edward BochesChief Innovation OfficerMullen

Wednesday, June 1, 2011

Nothing stays the same. We make different things, work different ways, use different media. It takes an open mind, an endless curiosity and no fear of change.

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Wednesday, June 1, 2011

That is, after all, how you survive for 35 years in a business filled with 20 and 30 somethings.

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I’ve been doing this a long time. Since before the days of the Commodore 64. Launched a computer show for Puma 25 years before Nike + came along.

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Feel that old some days, too.

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Mullen. The Manor House. Filled with ghosts, stories, history.

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Wednesday, June 1, 2011

You build an agency in the middle of nowhere by doing work that gains notoriety. Great work is self perpetuating and defines a culture.

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Both inside and outside the agency.

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Text

Agency no wheredotcom crisismonster.commove to bostonad agefast companygary vee and lee

Wednesday, June 1, 2011

But the industry -- advertising, marketing, digital, social, brands and how to build them -- was changing.

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UNBOUND

Wednesday, June 1, 2011

We decided we needed to change as well. Our vision was to be great. Our mission to get there by being unbound in our thinking and work. Became our mantra.

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Wednesday, June 1, 2011

We started a social media practice before most other agencies and became social AOR for a number of clients.

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Wednesday, June 1, 2011

We made more radical changes moving from the Manor House to the city.

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Made investments in talent, especially in the digital space.

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Stayed focused on our core work as well -- advertising.

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And all of that combined with new business wins led to momentum and recognition.

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Wednesday, June 1, 2011

And little by little, we, and even I, evolved.

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EVERYTHING IS SOCIAL, OR...

Wednesday, June 1, 2011

So where are we today?

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There’s nothing in this presentation that

you couldn’t learn on Twitter.

Wednesday, June 1, 2011

Social media and consumer involvement changes everything. For us, for clients, for brands, for marketing. We all know that.

Page 18: Advertising Evolves. You Should, Too

Wednesday, June 1, 2011

Television is social. We can’t watch it in isolation. We have to connect, share, comment with others. Ironically, after all the predictions of TV’s demise, at least as an ad medium, appointment TV is back thanks to Twitter. At least until we all cut the cable.

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If you're not watching live – and reading the comments from friends, your favorite celebrities, and even total strangers via Twitter – you're missing half the show.

November, 2010

Wednesday, June 1, 2011

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Wednesday, June 1, 2011

Advertising is social. We may still receive ads or even sit through them, but not without playing armchair critic and sharing our opinions.

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Wednesday, June 1, 2011

Fashion is social. Are we influenced or influencing on Art of the Trench, the remarkable Burberry site that has attracted fans, photographers, even singles in search of attractive mates.

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Wednesday, June 1, 2011

Burberry has nearly 25,000 followers on Instagram where they share and engage.

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Wednesday, June 1, 2011

Shopping is social. And not just in the Groupon way, but in the idea that even we go shopping by ourselves we’re never more than a click or a button away from our friends and posse. Does my ass look too big in these jeans?

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Wednesday, June 1, 2011

I bought a shirt on Twitter. You can read this on my blog. But the point is the power of employees to represent a brand and the company they work for.

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Wednesday, June 1, 2011

Working out is social. Nike + launched this a few years ago, but now we have Garmin connect, Run Keeper and dozens of platforms and apps that leverage not only personal data but our desire for community, connection and sharing.

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Wednesday, June 1, 2011

Digital cigarette lighters are social. I met with the Smule team at SxSW and learned that what makes all of their apps so popular, from Sonic Lighter to the Ocarina aren’t just the features, but are the fact that they connect users to each other all over the world.

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Wednesday, June 1, 2011

Music is social

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Wednesday, June 1, 2011

Brand relationships are social

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Wednesday, June 1, 2011

We have a tendency however,to think of this as social. Platforms.

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Wednesday, June 1, 2011

So what do brands do? Focus on the media, not the social. We try and get friends and fans and followers and send them updates and offers. We push out messages. We do it for less money. Cause it’s “free” media.

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Wednesday, June 1, 2011

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Wednesday, June 1, 2011

Rushkoff claims brands don’t belong in social media. It’s not for them, it’s for us. In fact, we invented brands because of end of the marketplace and the industrial revolution, no longer knowing who we did business with. Hence the Popping Fresh Dough boy, and the Keebler Elves, and Mr Quaker Oats.

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Wednesday, June 1, 2011

But now that the world is social and we can connect with people and companies rather than symbols, this shit won’t work anymore.

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Wednesday, June 1, 2011

Because here’s the deal. It’s not platforms that are social, it’s people. Which by the way is nothing new. We’ve always been social. It’s why you’re all here. It’s why we have cities. And social media breakfasts.

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eight trends

consumers want to participate

Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. If you look across the landscape, there are these 8 trends.

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eight trends

consumers want to participate

we have complex relationships with media

Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.

Page 45: Advertising Evolves. You Should, Too

eight trends

consumers want to participate

we have complex relationships with media

we join forces to exert influence

Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.

Page 46: Advertising Evolves. You Should, Too

eight trends

consumers want to participate

we have complex relationships with media

we join forces to exert influence

we want to do business with human brands

Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.

Page 47: Advertising Evolves. You Should, Too

eight trends

consumers want to participate

we have complex relationships with media

community is our new source of content

we join forces to exert influence

we want to do business with human brands

Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.

Page 48: Advertising Evolves. You Should, Too

eight trends

consumers want to participate

we have complex relationships with media

community is our new source of content

we join forces to exert influence

we want to do business with human brands

there is no such thing as perfect

Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.

Page 49: Advertising Evolves. You Should, Too

eight trends

consumers want to participate

we have a new definition of quality

we have complex relationships with media

community is our new source of content

we join forces to exert influence

we want to do business with human brands

there is no such thing as perfect

Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.

Page 50: Advertising Evolves. You Should, Too

eight trends

consumers want to participate

we have a new definition of quality

attention is the new scarcity

we have complex relationships with media

community is our new source of content

we join forces to exert influence

we want to do business with human brands

there is no such thing as perfect

Wednesday, June 1, 2011

No doubt tech has reignited this. It’s enabled us to all connect again to find like minded tribes to share and help each other. And if you look across the landscape, there are these 8 trends.

Page 51: Advertising Evolves. You Should, Too

Wednesday, June 1, 2011

But look at some of the newest mobile apps. They’re about connecting us, sometimes to people we know, but other times to strangers, folks in the same location, people with the same interests. They not have achieved scale yet, but we are creating them for a reason.

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We overestimate the value of access to information while we underestimate the value

of access to each other.

Wednesday, June 1, 2011

A key point to keep in mind. It should drive our thinking.

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audience

messages

target

media plan

penetrate

what has to change: mindset

Wednesday, June 1, 2011

So here are the things that I believe need to change for us to stay successful and relevant.

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audience

messages

target

media plan

penetrate

community

experiences

engage

interest plan

collaborate

what has to change: mindset

Wednesday, June 1, 2011

So here are the things that I believe need to change for us to stay successful and relevant.

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Wednesday, June 1, 2011

It might lead to this: Project Bread Art

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user experience and engagement are the

new art and copy

what has to change:definition of creative

Wednesday, June 1, 2011

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Wednesday, June 1, 2011

It might lead to this: Skype Teacher’s Directory

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from:

who is our target?

what is our insight?

what is our message?

where do we reach them?

how do we measure success?

what has to change:the brief

Wednesday, June 1, 2011

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to:

who is our community?

where do they hang out?

what value can we add?

what should our content be?

how will people get involved?

what platforms, tech, APIs should we use?

what will make it ongoing?

how will we measure success?

what has to change:the brief

Wednesday, June 1, 2011

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Tommee Tippee

Wednesday, June 1, 2011

Should generate ideas that are more inclusive.

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CWAD

CWADSocialMobile

DesignUXTechMobile

CWDesignUXSocial

what has to change:the team

Wednesday, June 1, 2011

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Wednesday, June 1, 2011

Non-traditional teams invent experiences, not simply messages. Put another way, it takes UX, dev, and digital design ( as well as CW/AD ) to create “ideas worth advertising,” rather than advertising ideas, as Gareth Kay likes to say.

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what has to change:the process

Wednesday, June 1, 2011

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what has to change:the process

Wednesday, June 1, 2011

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Wednesday, June 1, 2011

Check this out: http://edwardboches.com/inventin-rudeless-the-anti-iphone-app

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Wednesday, June 1, 2011

Or hear the story behind Crowdtap: http://edwardboches.com/an-ad-agency-gets-into-the-software-business

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what has to change:the business model

©2010 FEARLESS. CONFIDENTIAL AND PROPRIETARY. 41

Common purpose, common goals, common means, and common values. A common brand to encompass products, businesses, and ideas of the common community.

Introducing COMMON:

Wednesday, June 1, 2011

The future of business will be doing good for the community, not just making more money for stockholders.

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Wednesday, June 1, 2011

My bet is that this approach will eventually lead to more business as well. Check out Simon’s new book.

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Wednesday, June 1, 2011

The Uniform Project was an early experiment in this space. But there are many others on Kickstarter.

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Wednesday, June 1, 2011

The Uniform Project was an early experiment in this space. But there are many others on Kickstarter.

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Wednesday, June 1, 2011

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what has to change:our pace of change

kudos

Wednesday, June 1, 2011

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what has to change:our pace of change

kudos

Wednesday, June 1, 2011

Spend time on college campus and not only do you see the future when it comes to social use, mobile dependence, etc. You get a sense that these kids think differently. They invent in new ways that seamlessly connect utility, users, digital platforms, community, etc. They don’t make ads, they make big ideas, like this digital currency that rewards support of causes.

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Wednesday, June 1, 2011

Someone will emerge as the new forward thinking agency, brand, individual. Why not you?

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Thank you

Wednesday, June 1, 2011