Download - THE FUTURE OF THE ADVERTISING AND PR AGENCY
THE FUTURE OF THE ADVERTISING AND PR
AGENCY
?
CONSUMERS ARE INFLUENCING EVERYTHING
POLITICSENTERTAINMENT
JOURNALISMDESIGN
AND MORE IMPORTANTLY THE
DEVELOPMENT AND DISTRIBUTION OF
CONTENT
THE DIGITAL REVOLUTIONHAS CHANGEDEVERYTHING
MEDIA OUTLETDIVERSIFICATION
THE SOCIAL REVOLUTIONHAS CHANGEDEVERYTHING
“Not to put too fine a point on it, the moment we are living through is the largest increase in
expressive capability in human history”- Professor Clay Shirk, Internet expert and author of “Here Comes
Everybody”
…and has allowed consumers to become true
producers
Above all else, social media has
upended the marketing model
from “one to many” to “many
to many”
Brand Messag
e
ONE TO MANY
Many to Many
Brand Messag
e
IS BEING SUPPLANTED BY
MANY TO MANY
CONSUMEREMPOWERNMENT
CONSUMERENABLEMENT
CONSUMEREXPRESSIONISM
CONSUMERENGAGEMENT
Connected
consumer
xEnabled
Empowered
Expressive
Engaged
x Technology
(the
amplifier)
Content
Power of word of mouth
“92% of consumers never listen to what a brand has to say about itself. Whereas 97% of consumers listen to what a consumer has to say about a
brand”
THE AVERAGE CONSUMER MENTIONS SPECIFIC BRANDS OVER 90 TIMES A WEEK IN CONVERSATIONS WITH FRIENDS, FAMILY AND CO-WORKERS
SOURCE: KELLER FAY, WOMMA, 2020
ADVERTISING AND PR USED TO BE TWO DISTINCT MODELS OF
INFLUENCE
NOW, THEY ARE BECOMING
ONE IN THE SAME
Advertising
Public Relations
Media
Direct Response
Digital
Brand Client
THE PAST: SILOED
Brand ClientCompletely
Integrated Solutions
THE FUTURE: BUNDLED
From Peak & Valley campaign to “Always On” distributionFrom Peak & Valley campaign to “Always On” distribution
Online Presence Online Presence
Channels” Always On”
Time Time
THE OPPORTUNITY
GILLETTE PROGLIDE
MessagesCampaignsChannelsSilosMonolithicUni-directionalStaticIsolated
RelationshipsPlatformsExperiencesCollaborativePersonalizedMulti-directionalAdaptiveParticipatory
THE FUTURE
THANK YOU