The Fall of AOR (Advertising Agency of Record)
Ming ChanCEO/CTO, The1stMovementhttp://www.the1stmovement.com
Software/Web Developer – Silicon Valley
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I worked in the Ad Industry
About The1stMovement
The Advertising Industry
The Consumers
Maslow’s Hierarchy of Need
Consumers are now Co-Creators of products
Brands / Advertisers
• 110-year-old
• Over 40 flavors of Pepsi Worldwide
• 11 logo redesigns since 1898
• Over 30 different slogans since 1930
• $142 million Ad Spending in 2006
History of Pepsi Ad
The Ad Agency – The Influencer
• $142 million spent in 2006
• $94 million spent in 2007
• $60 million spent in 2008
• BBDO out, TBWA\Chiat in (2008)
• Pepsi Digital left TBWA\Chiat (2009)
Pepsi Ad Trend
• Pepsi Digital – Moved to Huge
• Gatorade – Moved to VML
• Sobe – Moved to FirstBorn
• Ditch 2010 Super Bowl Ad($33 million spent in 2009)
• Refresh Everything – Social Campaign ($20 million year-long campaign)
Pepsi in 2010
Projected Global Ad Spending for 2010
Traditional AOR
New Breed of Agencies
Work
• Launched in 5 languages in 9 countries in Asia Pacific• 4 Million unique visitors in 3 months• Over 15k visits per day• Over 20 minutes time-spent on average• Still one of the most successful Nike Football Ad campaign ever done
Nike – 90 Days of Football
• Download proceeds generated $1 million for Team USA • Over 20k visits per day on English & Spanish Microsites• 27k downloads of Soundtrack widgets• Over 3k iTunes click through per day on iPhone
• 2 million Video content views• Most-recalled sponsor feature during the Olympic game
AT&T Team USA Soundtrack Campaign
Work
• Launched in 5 languages in 9 countries in Asia Pacific• 4 Million unique visitors in 3 months• Over 15k visits per day• Over 20 minutes time-spent on average• Still one of the most successful Nike Football Ad campaign ever done
Nike – 90 Days of Football
• Over 500 Band Submissions (4x last year)• 86,000 votes casted• 50 million impressions online; 125 million impressions offline• 30k visits in 4 months; 60k visits in 6 months; and 7x Pass Along• Most successful online competition of its kind
Airwalk – Unsigned Hero
Advertising on Traditional Media is NOT Dead
AOR Model Is Dated
Ming [email protected]://www.the1stmovement.comhttp://twitter.com/mingAtT1M
