lieb presentation prsa

55
The Shift of Advertising and the Creative Renaissance Rebecca Lieb

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The Shift of Advertising

and

the Creative Renaissance

Rebecca Lieb

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Content

content-ment

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once upon a time…

advertising was an exchange of content for time spent andexposure to advertiser messages

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the media created the content

the advertisers created the advertising

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The Story of Menstruation(brought to you by Disney - and Kotex)

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now:

consumers create content...and advertisers can, too

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create the content

become the content

otherwise, you’re just competing with the content

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campaigns are obsolete

you want tune-in

you are the media

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so….

you have to think like a publisher

or an entertainment executive

or both

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1. educate & inform

2. amuse/engage/play/entertain

3. create stories consumers can spread

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Content can help your audience to research & learn

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this “ad” (and the next one) was brought to you by federated media.

(um…they’re publishers, not an ad agency)

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the jerry seinfeld school of advertising

zero (significant) media buy

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QuickTime™ and a decompressor

are needed to see this picture.

http://www.youtube.com/watch?v=gBWPf1BWtkw

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QuickTime™ and a decompressor

are needed to see this picture.

http://www.youtube.com/watch?v=WcWNzN5wsss

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www.easytoassemble.tv

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QuickTime™ and a decompressor

are needed to see this picture.

www.frenchmaidtv.com

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QuickTime™ and a decompressor

are needed to see this picture.

Will it blendWill It Blend? (Blendtec)

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Why Not Put Content Assets Online?

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personalize

persona-lize

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give the consumer a reason to tell a story

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QuickTime™ and a decompressor

are needed to see this picture.

Nike ID Interactive Billboard, Times Square

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www.IslandReefJob.com

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Over half a million Google results…and counting.

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what’s your story?

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thank you

[email protected]://econsultancy.com