learn, unlearn, relearn
DESCRIPTION
Above is a talk I made for the Integrated Marketing Conference in Cape Town, entitled Learn, Unlearn, Relearn. The talk takes you through a brief history of advertising showing what has changed, what is new, and what has fundamentally remained the same. It then shares some tips and advice on how to help make sure your work remains relevant in today’s ever evolving world. I gave the talk with Chris Gotz and Luca Gallarelli, both from Ogilvy Cape Town.TRANSCRIPT
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Learn, Unlearn, Relearn
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“The illiterates of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn”
Alvin Toffler
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“IT’S NOT THE STRONGEST OF THE SPECIES THAT SURVIVE, NOR THE MOST INTELLIGENT, BUT THOSE MOST ADAPTIVE TO CHANGE.”CHARLES DARWIN
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“Advertising is a form of communication for marketing and used to encourage, persuade, or
manipulate an audience to continue or take some new action.”
Wikipedia
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LEARN
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40,000BCArt
A history of advertising in 5 minutes
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40,000BC - Chauvet Cave Painting
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40,000BCArt
30,000BC Animation
The beginning of advertising
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30,000 BC - Animation(See http://tinyurl.com/caveanimation )
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40,000BCArt
30,000BC Animation
2000BCOutdoor
The beginning of advertising
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2000 BC – Outdoor ads from Egypt
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40,000BCArt
30,000BC Animation
2000BCOutdoor
750 BC Sound
The beginning of advertising
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750BC – Audio messages
Greek ladies of the night tap nails into their shoes to produce “come hither” sound effects
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Not much happened for a while in ad land
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1140Printing Press
A brief history of advertising as we know it
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1140 - Gutenberg Printing Press
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1140Printing Press
1661Branding
A brief history of advertising as we know it
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1661 – 1st Branding (for a very early Toothpaste)
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1140Printing Press
1661Branding
A brief history of advertising as we know it
Industrial Revolution
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1750-1850 - Industrial Revolution
3 key Shifts• Physical Link between buyer and
seller breaks
• Manufactures market products long distances from their factories
• Advertising needed
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1140Printing Press
1661Branding
1786First Agency
A brief history of advertising as we know it
Industrial Revolution
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1786 1st Agency Born - William Taylor
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1140Printing Press
1661Branding
1786First Agency
1941First TVC
A brief history of advertising as we know it
Industrial Revolution
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1941 – TV advertising
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1140Printing Press
1661Branding
1786First Agency
1941First TVC
A brief history of advertising as we know it
Industrial Revolution
1st Creative Revolution
1950’s & 60’s
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50s & 60s Mad Men
Bill Bernbach David Ogilvy
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1961 - Lemon
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1964 - Snowplough
Volkswagen Snowplough
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1970 - Rabbits
Volkswagen Two Bunnies(How to tell a story in 10
seconds)
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Nothing much changed for the next 40 years
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UNLEARN
@OgilvyCT Source: http://www.baekdal.com/analysis/market-of-information
Information sources over time
@OgilvyCT Source: http://www.baekdal.com/analysis/market-of-information
Information sources over time (linear)
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Thought Leaders – The Rebels
Sir Tim Berners Lee invented the www
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The rise of the digital brand
September 4, 1998
May 27, 2003
February 2005
February 2004
March 2006
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Exponential growth in content / data
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Dance Have funLive the experience
Check inTweetShareCapture the experience
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Things have changed forever
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RELEARN
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“Every day is a School day”
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To gear Ogilvy for an increasingly digital future by inspiring, educating and upskilling our staff in the ways of the social web.
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OLD NEWAdvertise to many Intervene with a few.
Amplify to many.Positioning Take a position
Marketers have power Consumers have power
Notional persuasion New news, Fun, Utility or die.
Competing with brands Competing with content
Brands have structure Brands as Cloud
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Be Interesting, People are just not that into you.
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Be Interesting, People are just not that into you.
No one is waiting for your brand post. If you want it to work be interesting
Parody of content marketing from The Onion (NSFW Language) http://tinyurl.com/Onioncontent
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WTF is big data?
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Data is the new oil
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Acts Not Ads
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Write the press release not the ad
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Small moments matter
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Context is everything
“Contextual marketing is about delivering the right message to the
right person, via the right medium at the right
time.”
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Create ecosystems, not campaigns
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Stories are still stories, ideas are still ideas
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Thanks @ChrisRawlinson / @Gallarelli
@MrChristiffa / @OgilvyCT