domino presentation at predicts conference
DESCRIPTION
Short presentations on main challenges we think ad agencies and all marketers are facing in the age of media fragmentation; and on few main things we should work on in the Age of Pull.TRANSCRIPT
Zigurds Zaķis Strategic Planning Director, DOMINO BBDO
Darlan Moraes Jr. Creative Director, DOMINO BBDO
RIGA, September 11, 2008
DOMINO BBDO Predicts:
“Welcome to the age of PULL”
Message We
Thecustomer
Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/
The single biggest change
influencing our job
Rapidly increasing number
of broadband internet users at home!
The single biggest change
influencing our job
households in Latvia
will have Broadband internet access
in December 2008
~50%
Broadband Internet access at home
changes many things
in our customer lives
Getting Informationon issues they are interested in
from: staying in touchTo: sharing
Shopping
video
Anno 2005!!!
320 x 240480x360* (March 2008)
HD (up to 1280 x 720)
TV created by viewers and users
BBC response:
You choose when and what to watch!Create your own program. No ads.
Why Pull?
Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking
Constant Partial Attention
Economy
TV
2003 2008
+ + =
Finding anything
Sharing anything
Ignoring anythingthat is not interesting or valuable
Message We
Thecustomer
Push is dead!
Welcome to the age of PULL!
Thecustomer
The age of PULL:
What Pulls?
1.Creating content
that customersseek or share
2.Designing
the value for customer
2001 - 2002
amazon
2003 - 2005 2004-2005
Microsoft XBox360, 2007-2008
Honda “Hate Something”2006-07
Cadbury, 2007-2008
Watcher Trailer
Event InvitationsGo Cards
Wall Screening Event
Teaser Trailer
Voyeur On Demand
HBOVoyeur.com
Watcher Film
Mobile Content
Ancillary Websites
Online Banners
simple, single-minded ideas
(concepts)
that work across
different channels
The Age of Mass Creativity
2005
Cadbury, 2007-2008
3.
Designing
the value for customer
Making his life
better, easier, richer
Designing experiencesbroadband perspective
Designing servicesbroadband perspective
“.... the future of advertising
is great products that have
marketing embedded in them.”
Jeff Hicks
CEO, Crispin Porter + Bogusky
October 2006
Agency: CP+B
Design company: IDEO
Agency: RG/A
Agency: RG/A
Agency: RG/A
Agency: RG/A
We all are in the business of
Designing the value
for customer
Graphic design
Product design
Retail design
Designing services
Designing interfaces
Designing interactions
designing experiences
It is much more than just
graphic or product design
Form,aesthetics
Function,functionality,
usability
Execution,implementation,
Engineering,materials
It is much more than just
aesthetics
Understandingcustomer
needs, wants and desires
Design
Understanding
customer
Understanding
creativity
Understanding
business
Understanding
technology(execution, implementation, engineering)
We all are in the business of
Designing the value
for customer
1.Creating content
that customersseek or share
2.Designing
the value for customer
Summary
“Welcome to the age of PULL”