ADVERTISING AT THE SPEED OF CULTURE. Colleen DeCourcy – Chief Digital Officer TBWA\ Worldwide
SEE ME! HEAR ME! HEAR ME!
SEE ME! HEAR ME! HEAR ME!
THREE BASIC IDEAS
DON‘T HUNT DOWN TARGET GROUPS
ENGAGE YOUR AUDIENCE.
THE HOW AND THE WHERE ARE AS IMPORTANT AS THE WHAT.
FOUR TRUTHS
1.
MORE PLATFORMS, MORE CONTENT, MORE SPEED. It’s all about the thousand micro-interactions not the one big deep experience. Old media suffer from ADD, break big stories and then abandon them. New media are OCD, obsessive compulsive.
2.
EVERYONE CAN CREATE MEDIA FASTER, BETTER AND LESS EXPENSIVELY USING TECHNOLOGY.
3.
THE MANIPULATION OF MEDIA AND DATA IS WHERE THE MAJORITY OF THE $$ ARE BEING SPENT
4.
WE NEED TO OWN THE CONVERSATION NOT JUST THE CREATIVE
IT’S NOT ABOUT ONLINE VS. OFFLINE
WE’RE CHASING THE WRONG RABBIT.
FOR THE PAST 2 YEARS, “DIGITAL” HAS BEEN A HUGE DISTRACTION Acquisitions, mergers, talent wars. The advertising industry started heading into a tailspin. Masses of money were being spent to try and stay on top of this disruptive and rapid switch in social behaviours
“I WISH WE COULD JUST CRACK OPEN YOUR HEAD AND TAKE OUT WHAT WE NEED”
!!!!!!!!!!!!!!
EVERYBODY WANTS TO GO TO HEAVEN BUT NOBODY WANTS TO DIE.
LET’S BACK UP TO THE 2008 CANNES LIONS...
UNIQLOCK‘S appeal is hard to convey in a three minute case study video. Its unending delight is best experienced as digital snack food over the course of weeks. Prior to the show I had glimpsed it over the shoulder of so-called “digital natives”, those with a taste for Japanese whimsy and beautility. They all seemed to have a real affection for it. Apparently it also makes you want to buy clothes.
AD UNITS BECOME NOTEPADS: REAL TIME COMMENTARY ON CULTURE
CONSTANT COMMUNICATIONS
CONSTANT COMMUNICATIONS is a fleet of small initiatives adding together to create an ongoing communications program with YOUR CONSUMERS, about YOUR PRODUCTS, IN RESPONSE TO CULTURE, 365 days per year.
CONSTANT COMMUNICATIONS is an ongoing re-contact strategy. It’s the new CRM.
IN THIS ECONOMY, we need to do more with our investments. To leverage relevant key moments...and own them. To generate faster and more frequent INFORMATION POINTS - not just ads.
CONSTANT COMMUNICATIONS is our catalyst to change.
EVERY MONTH, EVERY WEEK, EVERY DAY.
BYE-BYE 360 DEGREES.
HELLO 365 DAYS.
UBIQUITY = f(kTdt*2cc) k = content T = technology d = distribution t = timeliness cc = constant comms
PLANNED ANTICIPATED REACTIVE
CONSTANT COMMUNICATIONS IS SOCIAL MEDIA
TO PROVE THAT CONSTANT COMMUNICATION AND MEANINGFUL CONNECTIONS WITH CONSUMERS DRIVES CONVERSION
IMPROVISATION WHAT IS SOCIAL MEDIA, REALLY? PLANNING AGILE CREATIVITY (thought courtesy of David Armano - Critical Mass)
SOCIAL MEDIA ISN’T JUST A BLOG OR A FACEBOOK PAGE.
IT’S A MINUTE BY MINUTE WORLD. WHAT’S NEW IS OLD IMMEDIATELY. EVERYONE IS CONTENT SNACKING. NOTHING IS SAVED. NOTHING IS LOST. THERE IS NEVER A MOMENT OF DISCONNECTION. FROM THE WEB, FROM YOUR PHONE, FROM THE WORLD.
YOUR ADVERTISING AND YOUR AUDIENCE AREN’T IN SYNCH
AS THE MARKETPLACE SHIFTS SO SHOULD YOUR EXPECTATIONS OF YOUR AGENCY from heavily resourcedto highly resourceful from executing the plan to capitalizing on the unplanned from defender of the brandto delivery of the behaviour from creative as kingto the end of “the king”
CONTENT BRAND ACTIVATION STRATEGIC CHANNEL PLANNING SOCIAL MEDIA & ENGAGEMENT MODULAR & PORTABLE AD PACKAGES UNIFIED PROJECT MANAGMENT/DELIVERY OFFICE TECHNOLOGY INFRASTRUCTURE BLOGS/FACEBOOKYOUTUBE DISCUSSION GROUPS VIDEOMUSIC EDITORIAL & DESIGN MOBILE ONLINE PLATFORMS APPLICATION DEVELOPMENT PARTNERSHIPS DISTRIBUTION & MEDIA CREATION CONTENT CREATION & PARTNERSHIPS
Ideas are put out much earlier and less completely formed, so others can than finish them in their own ways.
I think this makes CULTURE a broader conversation, a host of untraceable contributions knitting together to produce new things, And it‘s almost impossible to know which grain of sand is going to start the avalanche.... BRIAN ENO
MOVE AT THE SPEED OF CULTURE AND YOU’LL MOVE WITH YOUR AUDIENCE.