the future of advertising, a conversation
TRANSCRIPT
A conversation about the future of advertising
@edwardbochesedwardboches.com
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Part 1Inspiration
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wenneker’s antlers
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this was the way to
build a brand
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this is the new way
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Part 2Exploration
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brands
agencies
media
consumers
technology
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platform
talk value
community
crowdsourcing
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Sowhat is the future of advertising?
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it ain’tan ad
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we used to watch
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now we create
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our relationships with media are
more complex than ever
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community is our new source of content
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we want to do business with a person
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we possess more power than ever
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and we take it wherever we go
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there’s no such thing as perfect, only perfects
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the mp3 is good enough
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attention is the new scarcity
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once, advertising told stories
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now it’s about getting others to tell our stories for us
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"We were so overwhelmed with the level of entries and range of high-quality creative ideas pitched for the brief that we found it impossible to pick one. We're certain the two ideas will be a successful campaign for the Peperami brand and the legendary Animal."
Peperami marketing manager Noam Buchalter
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It’s about inspiring them to actually write and create those stories with us.
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audience or community?
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what is creative?
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Better yet, allow the consumer to become the story.
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and finally, if you do tell stories...
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this is not easy
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Part 3Transformation
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Targeting + Creative + Conversation Strategy will be new formula
Curator/choreographer will emerge as the new important role
Crowdsourcing will grow in popularity whether we like it or not
Whoever hires the best digital talent will win
Creativity will matter more than eversince you can’t buy attention
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audience
message
target
penetrate
media plan
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community
content
inspire
collaborate
interest plan
audience
message
target
penetrate
media plan
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thank you.
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