Thriving in chaos Trends and observations in the marketing/advertising arena February 23, 2012

Advertising has come a long way,

baby...

Gutenberg (1450) Television Advertising

(1941)

Telemarketing (1970)

PC (1984) Email (1995) Blogging (1998) Search (1997)

Social (2006) Smartphones – Mobile - Tablets (2007) TiVo (2003)

Augmented Reality &

Application Development

(2009-12)

Radio Advertising

(1922)

Reaching 50 Million Audience

Radio - 38 Years

TV - 13 Years

Internet - 4 Years

iPod - 2 Years

Facebook – 1.2 Years

The speed at which new advertising streams are being created is mindblowing...

Chaos being a CMO

These consumers of mine are crazy.

My organization is nuts and so are my suppliers.

ROI? Looks appetizing but tastes funny.

I STILL know half my ad budget is wasted...but at least some is in digital.

CMO Pain Points

I am losing opportunities with my data every minute.

What’s my exit strategy from this gig?

Are agencies helping this guy?

What are we up to?

We’re buying.

We do things the same way.

Think. Design. Bless. Launch. Produce.

We’re still after three things.

Money

Awards

Fame

Our pain points?

• My silos expose my weaknesses.

• These clients are crazy. Faster. Better. Cheaper.

• I have too many farmers, need more hunters.

• Go digital or go home, just don’t lose the :30.

• Premium on ideas more than ever.

• As for talent, when in Rome, steal.

But, forces of chaos are at play for us.

1. Telling, not yelling.

2. Consumer-chasing.

3. Time for a new model.

4. Do more than ads.

5. Oh yeah, digital.

Telling, not yelling.

Telling, not yelling.

“The agency’s job is to create content so

valuable and useful that consumers wouldn't

want to live without it.”

Chuck Porter Chairman Crispin Porter + Bogusky October 2011

STOP

Interrupting Directing Shouting

High-powered messages Reacting

Return on investment Big promises

Explaining

START

Engaging Connecting Enticing Engaging content Interacting Return on involvement Intimate gestures Revealing/Discovering

To view the Jay Z “Decoded” video, click here: http://www.youtube.com/watch?v=fnVZTBuzxP4

Catch consumers.

To view the Consumer-Advertiser video, click here: http://www.youtube.com/watch?v=heSudg-tfIk

Catching consumers

• Old world – try catching everyone. New world – try catching the few good ones.

• The reality, consumers can choose now.

• Solution: don’t reach many, reach a few. They’ll do the work.

Time for a newer model.

Time for a newer model.

• Still need:

– Sales guys, creators and producers

• Now need:

– Community managers

– Content generators

– Listening analysts

– Cultural anthropologists

Time for a newer model.

To view the “Swagger Wagon” video, click here: http://www.youtube.com/watch?v=ql-N3F1FhW4

Do more than ads.

Do more than ads.

• Old world – push. New world – push and pull.

– Customers can turn you off

– The product is the advertising

– We can create movements, noise and buzz without only doing ads

To view the Burger King “Whopper Face” campaign, click here:

http://www.youtube.com/watch?v=lBvtANapQwU

Oh yeah, digital.

Why Omnicom Opts Out of Digital Spotlight No. 2 Holding Co. Has Been Quiet on the Interactive Front. Is it Failing to Evolve or Does it Know Something the Others Don’t?

“We will all digitize one way or the other, if not, our clients will flee. That's how agencies die.”

- John Wren CEO, Omnicom

To view the “Last Advertising Agency on Earth” video, click here:

http://www.youtube.com/watch?v=ERGrSQoY5fs

Oh yeah, digital.

• Old world – integrated. New world – integrated.

• The reality is:

– Everything is digital, nothing is digital.

– Large agencies struggle to get digital

– Digital agencies need “outside digital” to grow

• Bottom line: Digital is required as a separate expertise to show wisdom that weaves its way into the operation.

1. Telling, not yelling.

2. Consumer-chasing.

3. Time for a new model.

4. Do more than ads.

5. Oh yeah, digital.

Surviving the chaos?

1. Kaleidoscopic collaboration

2. Highly flexible relationships – whatever works

3. Breakaway, dynamic, more actionable intelligence and insight

4. Inspired, accurate measurement-as-you-go

5. A maverick orientation

Thanks.

- 1970: Maurice & Charles start a London-based ad agency - 2011: We are New York based, have 140 offices in 76

countries. We are owned by the Publicis Groupe, the 3rd largest communication group

- Famous campaign: “Labour Isn’t Working.” is seen as helping the Conservative Party win the 1979 election in the UK.

- In addition, huge acquisition plans for growth in 1970’s and 1980’s (39 agencies in 16 years for over £2.3B)