Redesigning The Business Of Advertising

@cindygallop @istratbuzz

Collaborative competition

>BRANDCONSCIENCE

BRANDSTEWARD

‘If you align your strategies to what everyone else is doing, be sure a single

business bullet will take you all down.’

Ndubuisi EkekweInnovators Go It Alone

HBR Nov 5 2010

>BRANDCONSCIENCE

BRANDSTEWARD

Redesign the business Redesign agency Redesign the business model Redesign creativity

Redesign the business

>MAKE GOODADVERTISI

NG GOODMAKE ADVERTISING

Redesign agency

>BRANDCONSCIENCE

BRANDSTEWARD

You cannot do new world order advertising from an old world order

place

Redesign the business model

Redesign creativity

‘Yes, data and analytics are powerful tools, but they’re no substitute for inspiring others

through creativity.’

4A’s Conference: Data Won’t Trump CreativityAdvertising Is About Romance, Not Science

Adweek, March 27 2012

data-informed

‘Marketers’ desire to be data-driven is not yet matched by a consistent effort to collect the

data necessary to make these real-time decisions.’

Marketing ROI In The Era Of Big Data: 2012 BRITE/NYAMA Marketing In Transition Study

‘31% of respondents said they believe simply measuring audience

you have reached is ROI57% are not basing their marketing

budgets on any ROI analysis28% are basing marketing budgets

on gut instincts’

Marketing ROI In The Era of Big Data: 2012 BRITE/NYAMA Marketing in Transition Study

>BRANDCONSCIENCE

BRANDSTEWARDYou are what you

measure.

www.textsfromlastnight.com

>BRANDCONSCIENCE

BRANDSTEWARD

The world we live in…(813) So let me get this straight. You would

sleep with an uncircumcised guy whose name you didn’t know, but you won’t try

the new shrimp taco from taco bell?

>BRANDCONSCIENCE

BRANDSTEWARD

The new marketing reality is

COMPLETETRANSPARENCY

I want you to know me.

ACTIONPERSONALIZATIONNOTIFICATIONTRANSACTION

What do you want people to do?

socialgraph

interestgraph

actiongraph

BRANDINGACTION

co-creation

co-action

Shared values + shared action = shared profit

(financial & social)

What I want, when I want it, where I

want it, how I want it

MOBILE

‘Little pellets of love’

$

>THE FUTURE OFADVERTISI

NGPAYMENTSTHE FUTURE OF

>ADVERTISINGUNITS PRODUCTS

ADVERTISING

Competitive collaboration

MadMen + MathMen

female-informed

“In order to predict the future, you have to invent it.”

Alan Kay