lieb presentation prsa

The Shift of Advertising

and

the Creative Renaissance

Rebecca Lieb

Content

content-ment

once upon a time…

advertising was an exchange of content for time spent andexposure to advertiser messages

the media created the content

the advertisers created the advertising

The Story of Menstruation(brought to you by Disney - and Kotex)

now:

consumers create content...and advertisers can, too

create the content

become the content

otherwise, you’re just competing with the content

campaigns are obsolete

you want tune-in

you are the media

so….

you have to think like a publisher

or an entertainment executive

or both

1. educate & inform

2. amuse/engage/play/entertain

3. create stories consumers can spread

Content can help your audience to research & learn

this “ad” (and the next one) was brought to you by federated media.

(um…they’re publishers, not an ad agency)

the jerry seinfeld school of advertising

zero (significant) media buy

QuickTime™ and a decompressor

are needed to see this picture.

http://www.youtube.com/watch?v=gBWPf1BWtkw

QuickTime™ and a decompressor

are needed to see this picture.

http://www.youtube.com/watch?v=WcWNzN5wsss

www.easytoassemble.tv

QuickTime™ and a decompressor

are needed to see this picture.

www.frenchmaidtv.com

QuickTime™ and a decompressor

are needed to see this picture.

Will it blendWill It Blend? (Blendtec)

Why Not Put Content Assets Online?

personalize

persona-lize

give the consumer a reason to tell a story

QuickTime™ and a decompressor

are needed to see this picture.

Nike ID Interactive Billboard, Times Square

www.IslandReefJob.com

Over half a million Google results…and counting.

what’s your story?

thank you

rebecca@econsultancy.comhttp://econsultancy.com