does fuffa still work? communication in the digital era: new jobs and new values
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My presentation at IULM Barcamp // Milan, 08/06/2010TRANSCRIPT
DOES FUFFASTILL WORK?COMMUNICATION IN THE DIGITAL ERA:NEW JOBS AND NEW VALUES
MATTEO ROVERSI
MATTEO ROVERSI@matteoroversi
FROM
TO
Branding Strategies & New Media Design
TO
BRANDING/ADVERTISING
BRANDING/ADVERTISINGDIGITAL MARKETING
MEDIA PLANNER
MEDIA PLANNER
COPYWRITER
MEDIA PLANNER
ART DIRECTOR
COPYWRITER
MEDIA PLANNER
ACCOUNT
ART DIRECTOR
COPYWRITER
+DEVELOPER
NEWMEDIUM
OLDATTRIBUTES
BIGIDEAS
WE INSIST ON
DOES IT WORK TO USETHE SAMEOLD MODEL?
CROSS FERTILIZATION
DIGITAL NATIVEPROFESSIONALS
TRADITIONALAD AGENCY
SOMETHING NEW
Traditional Digital Native
“IMITATE, ASSIMILATE, INNOVATE”- Clark Terry
THE DIGITALSTRATEGIC PLANNER*
1.
*See Roberto Venturini’s work Digital Planner Manifesto
MARKET & BUSINESS
MARKET & BUSINESS
STRATEGY
MARKET & BUSINESS
STRATEGY
IDEAS
MARKET & BUSINESS
STRATEGY
IDEAS
TRAINING
MARKET & BUSINESS
STRATEGY
IDEAS
TRAINING
METRICS
THE EMERGINGMEDIA DESIGNER
2.
TREND HUNTING
TREND HUNTING
STRATEGY
TREND HUNTING
STRATEGY
EXPERIENCE
TREND HUNTING
STRATEGY
EXPERIENCE
TECH
TREND HUNTING
STRATEGY
EXPERIENCE
TECH
AESTHETICS
THE CREATIVETECHNOLOGIST*
3.
*See Richard Schatzberger work The Creative Technologist
STRATEGY
STRATEGY
IDEAS
STRATEGY
IDEAS
TECH
STRATEGY
IDEAS
TECH
CODE
THE PERFECT TRIO
PLAN CREATE DEVELOPDigitalStrategicPlanner
EmergingMediaDesigner
CreativeTechnologist
MEDIA CHANGE
MEDIA CHANGEJOBS CHANGE
MEDIA CHANGEJOBS CHANGEPEOPLE CHANGE
*Your Brand: At Risk or Ready for Growth? - Alterian 2010
95% OF PEOPLE DON’T TRUST IN ADVERTISING.*WE NEITHER.
IMILLE 2010 NON-CAMPAIGN
DOES FUFFASTILL WORK?
THE ROLE OF THE AGENCY
MEDIA
BEHAVIOROF PEOPLE
WITH GREAT POWERCOMES GREAT RESPONSIBILITY!
GOOD TO GREATJames C. Collins, 2001
GREAT TO GOODUmair Haque, 2010
FIRST WHO, THEN WHAT
FIRST HOW, THEN WHO
FIRST WHO, THEN WHAT
Do our people have the capacityto judge right and wrong?
TECHNOLOGY ACCELERATORS
ETHICAL ACCELERATORS
TECHNOLOGY ACCELERATORS
Build transparency and openness
CULTURE OF DISCIPLINE
CULTURE OF MEANING
CULTURE OF DISCIPLINE
Provide durable, tangible benefitsto people, communities, and society
THANKS!matteoroversi.comimille.it
Photo Credits
Flickreelviss
Flickrfrancescopozzi
FlickrJason Tavares
FlickrJeff The Trojan