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ConfidentialShepard and Molette-Ogden page 1 of 34
Spending the New Currency
Thoughts on Fulfilling JWT’s Mission
2005 October 3
Randy Shepard, JWT AtlantaCarla Molette-Ogden, Ph.D., JWT Technology
CONFIDENTIALDo not distribute without permission of the authors
Draft
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A New JWT
› Insight
Time is the new currency.
› Purpose
Stop interrupting what people are interested in and BE what people are interested in.
› Role
Create work that people choose to spend time with.
› Belief
Measure our value by what we produce and what our audience see, experience, and do as a result.
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But First, the End of Civilization
“This report documents a national crisis. Reading develops a capacity for focused attention and imaginative growth that enriches both private and public life. The decline in reading among every segment of the adult population reflects a general collapse in advanced literacy. To lose this human capacity - and all the diverse benefits it fosters - impoverishes both cultural and civic life.”
Reading at Risk, Executive Summary,
National Endowment for the Arts, 8 July 2004
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Or, Not
“Contrary to the overall decline in literary reading, the number of people doing creative writing – of any genre, not exclusively literary works – increased substantially between 1982 and 2002. In 1982, about 11 million people did some form of creative writing. By 2002, this number had risen to almost 15 million people (18 or older), an increase of about 30 percent.”
Reading at Risk, Page 22,National Endowment for the Arts,8 July 2004
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What’s Going On?
Enter the “Prosumer”(Consumers becoming producers)
Why is time so scarce and what are people interested in?
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How should I “brand” myself?
The (Post-Modern) Freedoms
Freedom of Speech, Norman Rockwell
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Do It/Not Self-Conscious Perform It/Self-Conscious
Media
The Play’s the Thing - Shakespeare
Every generation
has its heroes.
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The Storied Self
U.S. Navy Recruiting Ad: If Someone Wrote a Book About Your Life
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The Democratization of Stardom
1920s: Them = “Stars”
1980s: Me = Star
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The Democratization of Stardom
You're a shining star No matter who you are Shining bright to see What you can truly be
Earth, Wind & Fire
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HP Invent: You Are Your Own Photo Opportunity
Homemade Celebrity
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Choice
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2 ways to be a soldier Dead Alive
212 ways to be a soldier
Year 1940 Year 2000
PRODUCTION
CAPABILITY
PRODUCTION
CAPABILITY
Choice
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Optionality Gone Awry
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Media Induced Self-Representation +
Exploding Productivity/Production+
Widely Available Credit =
“Optionality” (personal interaction with the state of abundant choice)
How it Happened
So What’s Your Story?
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Workplace Optionality
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American Express: DeNiro My Life
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The Paradox of Optionality
Fewer Limits + More Choices = Less Time/More Stress
Trouble in Paradise
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Successful advertising will help resolve the tension people feel between too many choices and too little time by giving them fodder for writing new stories or validating their existing stories
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American Express: My Real Life Doesn’t Need Any Extra Drama
Real Integration
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Old “Integrated” Thinking
The brand is rendered in every mediumand provides “response mechanisms”
Magazines
Pamphlets
Media Sponsorship
OutdoorPSA
Sales Support
Newspapers
Posters
TV
Radio
Films
Brochures
Direct Mail
Brand
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Conventional “Entertainment Economy” Thinking
The brand rewards consumers with “involvement opportunities” that exploit the Small World (“viral”) nature of new media.
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Forward Thinking
The brand becomes an enabler of the brand they want to become and of a culture consumers themselves produce.
Stories must have an audience to live. Storytelling’s current name is
sharing. It’s what new media is really all
about.
A Place Called Kodak
Keep, Protect, Share
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“Marketers lure consumers with involvement, but are they asking too much?”
August 22, 2005
The Paradox of Optionality: Less Time
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Q. Are we wasting people's time by inviting them to interact with the brand without giving them an opportunity to act on the brand's stage or to use new media to build cultural communities ?
A. Yes. For any brand that can.
The Paradox of Optionality: Less Time
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Consumers are becoming producers;
of themselves and of like-minded cultures. Today, because of new
media, they can produce.
Consumers are Producers!
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pre modern post modern
Lacks self-reflection
Self-reflection in virtually every
aspect of life
Pre media New Media
Givens Choices
Mastery of physical
environment
Mastery of social
environment
Summing Up
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New Thought: The Brand as Medium
Will Not Will
Present the brand as having inflexible properties
Stress brand utilities that enable script writing/“self-invention”
Go to the other extreme by presenting the brand as merely enabling countless options
Selectively suggest “story ideas” for people to use the brand to “write”
Consider it’s job is ever finished Continue to validate scripts and the customers who write them
Use new media to make demands
Use new media to provide a stage or incubus
Successful Advertising
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