futuro do branded content @ rio content market 2013
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keynote global view
classified mutato is part of the wpp group of companies
Estratégia de conteúdo
itaUcard
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“no futuro,” disse andy wahrol, “todo mundo vai ser famoso por 15 minutos” esse futuro já chegou e passou. a gente agora vive um outro futuro - esse aqui onde prestamos atenção por 15 segundos.
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keynote global view
classified mutato is part of the wpp group of companies
Estratégia de conteúdo
itaUcard
mutato = mudança.o fi: a série de fibonacci, a proporção áurea.
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somos híbridos. parte agência de conteúdo.parte produtora.parte estúdio de branded content.parte fábrica de empreendimentos.
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nosso propósito:gerar relevância cultural para as marcas.embaçando as linhas entre propaganda, conteúdo e entretenimento.
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2020 em 2013Uma perspectiva sobre o presente e o futuro do conteúdo de marca, em sete slides
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Conteúdo e serviço tem que ser inseparáveis quando o objetivo é gerar diálogo com e entre as pessoas.
Paid / Owned / Earned Media.
Todo mundo é veículo. Poluição. Propósito.
o conteúdo não é suficiente. a ideia não é suficiente.
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Dialog > MessagingMobile > Desktop.Construir conteúdo que não interrompe.Que funcione no fluxo das superplataformas.Como objetos sociais.O ativo mais caro hoje é a atenção.
conteúdo é rei. conversa e contexto são as rainhas. e todo mundo sabe quem manda de fato em casa.
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o paradigma do boliche versus fliperama: social media como a nova web.In traditional communications, the strike used to be the KPI. Keeping the ball in the game, scoring as much as possible, is the ultimate KPI in a connected media landscape. Traditional Digital Advertising, or Tradigital, is quickly being disrupted by Social.
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“Nobody reads advertising. People read what they want to read, and sometimes it’s an ad” - Howard Luck Gossage, Advertising Pioneer, 1969.
Native advertising integrates high-quality content into the organic experience of a given platform. Promoted tweets and Facebook’s sponsored stories are examples, and Buzzfeed is the ultimate benchmark on how to leverage advertising in a platform without interruption-era ads, through the flow of social content.
native advertising é grande, e vai ser cada vez maior.
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esteja pronto pra perder o controlepra responder muito rápido, e pra errar.
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Oreo on Superbowl. That simple. We could mention Old Spice Response Campaign, but it’s so 2010...
conteúdo em tempo real é o novo “anúncio de oportunidade”
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agências se tornando fábricas de empreendimentos.
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marcas virando investidoras, vcs, angels.
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social by design.conteúdo como objeto social.contexto e conversa.não se interrompe nada hoje. o fluxo manda.relevância cultural.
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classified mutato is part of the jwt group of companies