Download - The Transition of the Advertising Industry
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EVERYTHING HAS CHANGED, EXCEPT HUMAN NATURE
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CULTURE1
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A ROLLING STONE GATHERS NO MOSS.
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I don’t have to learn any new technology because whatever I think up can be executed by someone.
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GRIT
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IT’S TIME TO FIGHT BACK.
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COPYWRITER ART DIRECTOR
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COPYWRITER ART DIRECTOR
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Advertising strategy is no longer about inspiring the creation of only an an ad.*Edward Boches
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COPYWRITER ART DIRECTORSOCIAL MOBILE
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WEB SOCIALMOBILE PR
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PROCESS2
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A MORE QUIET APPROACH
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COPYWRITER ART DIRECTORSOCIAL MOBILE
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STEFAN MUMAW’S CREATIVE EXERCISE:
Remember the first time you found out there was a toy in the bottom of a cereal box? You would mutilate that freshly opened box of cereal for the prize at the bottom. Nobody told us we should just open the box from the bottom, oh no. Would kids in the wild, wild west have done the same? We’re about to find out.
Get a partner. The two of you are going to write down as many possible (or impossible) cereal box toys as you can conjure if boxes of Frosted Flakes were around during the wild, wild west. But you only have 3 minutes to do it. Ready?
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QUANTITY VERSUS QUALITY
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WE HAVE A NEW DEFINITION OF QUALITY
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PROGRESS OVER PERFECTION
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The most important part of the process is to begin.*Jason Fried - Rework
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MOMENTUM FUELS MOTIVATION
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The amateur has 99 great ideas that all begin tomorrow.*Stephen Pressfield - Turning Pro
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Imagination without action doesn’t make you creative; it only makes you imaginative.*Linda Naiman - Creativity at Work
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We don’t go on because we’re ready. We go on because it’s 11:30*Andy Samberg - Former SNL Cast member
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STRATEGY3
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WE’RE OBSESSED WITH BIG
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We’ve confused the ends with the means.*Gareth Kay
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THINK SMALL
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LIGHT A MATCH THAT STARTS A FIRE
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CREATE BRAND EVANGELISTS
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BUT, HOW?
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FRESH
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FRESHORIGINAL
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FRESHORIGINALUNEXPECTED
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVE
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUS
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLE
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORY
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLE
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLEENTERTAINING
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The average Facebook user has 190 friends. If you post something to your friends, they repost to their friends, and they repost to their friends, you will have reached 6.9 million people in just 3 generations of sharing.
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INTERACTIVE
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INTERACTIVECONTINUOUS
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INTERACTIVECONTINUOUSSHAREABLE
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INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORY
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INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLE
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INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLEENTERTAINING
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CREATE VALUE
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EMULATE CHEFS
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BECOME A RESOURCE
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PROVIDE ENTERTAINMENT
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MAKE IT INTERACTIVE
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WE LIVE IN THE INTERSECTION OF CULTURE AND COMMERCE
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We have to become the stuff that people are interested in.*Luke Sullivan: Hey Whipple Squeeze This
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LIGHT A MATCH THAT STARTS A FIRE
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FRESH
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FRESHORIGINAL
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FRESHORIGINALUNEXPECTED
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVE
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUS
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLE
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORY
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLE
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FRESHORIGINALUNEXPECTEDBEAUTIFUL
INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLEENTERTAINING
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CULTURE1 PROCESS2 STRATEGY3
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THE LOVE OF COMFORT IS THE ENEMY OF GREATNESS
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HUNTER E. TERRITO@hunterterrito
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