future of advertising

Olu Akanmu

40TH Association of Advertising Agencies of Nigeria (AAAN) Annual Conference

Abeokuta

June 2013

http://olusfile.blogspot.com

http://olusfile.blogspot.com/

“The future is already here…it is not just evenly distributed yet”

- Anonymous

Olu Akanmu 40th AAAN Conference. June 2013. Blog: http://olusfile.blogspot.com

Sophisticated, always connected customer

Will use multiple devices who talk to themselves ◦ Tech Savvy

Extremely fragmented media off line and on line

Will search for information as much as information will search for him

Networked to millions of friends on line with whom they share experiences

Olu Akanmu 40th AAAN

Conference. June 2013. Blog: http://olusfile.blogspot.com

Message

Technology Media


One way

Dialogue

Interactive

Dialogue

Total

Customer

Engagement


Real time information is available to company and customers in interactive relationships

Extremely empowered networked customer ◦ Can tell his own story about the brand in real

time

Can be a brand advocate or saboteur

The future will be akin to some sort of integrated marketing communication in motion



Everything can be tracked or measured from consumer behaviour to communication effectiveness ( Digital Intelligence)

Advertising while remaining artistic will become more and more scientific

Advertising people will have to get more comfortable with numbers in a new world of advertising science

Mathematical and Statistical Model of Consumer Behavior and Advertising Effectiveness would be constructed easily ◦ Easier predictive modeling and campaign evaluation

The future ad practitioner will have to be an artist and a

scientist at the same time


Creative

Copy writing

Brand

Content

Creation and

Publishing

Advertising

Story

Telling

Integrated story telling across multiple touch points


Creative Media

Digital and Content

Publishing

Sponsorship/Events/

Public Relations


Creative Media

Digital and Content Publishing Experiential Marketing/

Sponsorship/ PR

Cross functional

Brand Communication

Organization


How would Communication keep specialized skills in different organizations and yet integrate them as one single brand communication organization?

Will the current WPP ( agency holding) – Finance driven organization structure suffice the need for more integrated story telling organization structure of the future?


Would nimble smaller agency be more flexible and adapt to integration faster than the big rigid agency organizations and their structures?

Would increasingly splintered specialization lead to virtual modular organizations? ◦ Organizations coming together to execute specific

brand projects and disassembling after?



A new type of account manager ◦ Far more versatile from copy, content publishing,

media, experiential marketing

◦ Can provide leadership like a doctor in a multi-disciplinary hospital

Accounting for value creation and reward issues within agency structures ◦ Where value is created and where it is billed may

more mis-aligned

◦ Transfer pricing with agency holding structure



Experience

Technology

Media

Core Human

Emotions/

Messaging

Fun Freedom Friendship Achievement Ego Family Success

Media contextual execution of core adverting message will keep changing. Core Human emotions and message will remain timeless


“..The future started yesterday. We are already late…” ◦ John Legend ( If you are out there)


Thank you


future of advertising

Business