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Promise

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Beyond the Promise

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26/05 - Experience

27/05 - Media28/05 - Conversations

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Today’s starting point :The paradox of advertising.

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http://garethkay.typepad.com/brand_new/2009/04/the-paradox-of-advertising.html

We spend 90% of our money distributing an ideaand 10% on the content of the idea.

Yet we spend 90% of our time and interest on thecontent of the idea and 10% on it's distribution.

Clearly it's time for a new model with a betterdistribution of money and attention.

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What if we didn’t make anartificial distinction betweenthe idea and its distribution?

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The idea is the distribution.The distribution is the idea.

Tate Tracks Case :http://www.youtube.com/watch?v=S10QU8n3ulc

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The question then becomes :do you want to own or hireyour media?

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A “cross platform digital training-program”

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“For true ballers, the hunt for the hottest game never ends. So to helpballers get in the game, meet and challenge other players at every skill level,

anywhere in the world, Nike created Ballers Network.”

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http://www.rga.com/#/section=work/article=72

Harnessing the power of the Nike+ platform and its massive online community,Nike hosted the largest 10K race in history: the Nike+ Human Race.

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Extra :If the idea is interesting,people become a medium.

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Case : http://casemovies.wordpress.com/2009/02/24/uniqlock-uniqlo/Overview : http://www.projector.jp/awards/uniqlock/everlasting/

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Bottom line :Less broadcastingMore facilitating

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http://vimeo.com/3156206

http://vimeo.com/3156206

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The idea and its distribution don’t need to separated. The question rather becomes : do you want to own or hire

your medium? If the idea is interesting, people become the medium. Brands need to evolve from broadcasting to facilitating.

Media take-outs