CHANGE MAKERS

MICHELE KIM I @MICHELEBKIM I MICHELEBKIM@GMAIL.COM

PLANNERS AS

MIAMI AD SCHOOL ACCOUNT PLANNING BOOTCAMP

FALL 2014

planners as change makers

day 1 BRANDSday 2 CREATIVEday 3 AGENCY

THE FUTURE OF AD AGENCIES

AGENCIES AS BRAND PARTNERS

1 ad evolution2 post-digital “ads”3 utility vs content4 brand experience5 agency evolution6 master brand platform

WHO IS TAKING BUSINESS?

AGENCIES ARE NOT IMMUNE TO INNOVATION AND DISRUPTION.

DISCUSSION

AGENCIES THAT BUILD STRONGER BRAND STORY

DISCUSSION

AGENCIES THAT CREATE INTERESTING STORIES

THERE SEEMS TO BE A SPLITTING OFF INTO TWO LARGE BUCKETS

ADVERTISING THROUGHOUT THE

MEDIUMS

1892-1946

the three ages

INFOBRAND PROMISE: OUR PRODUCT IS

BETTER

EARLY INDUSTRIAL AGE MATURE INDUSTRIAL AGE EARLY INFORMATION AGE

BRAND PROMISE: OUR PRODUCT

WILL MAKE YOU BETTER

BRAND PROMISE: OUR PRODUCT WILL MAKE THE WORLD BETTER

EMOTION PURPOSE

RTB INSIGHTBEHAVIOR

1947-2006 2007-TODAY

1.0 2.0 3.0

STORYJOURNEY

CLAIM

print

tv

the dark ages of web

the pop-up

the pop up

the banner

web

You are more likely to survive a plane crash than to click on a banner ad. The average click-through rate of display ads is just 0.1%.

Only 8% of internet users account for 85% of clicks on display ads (and some of them aren't even humans!).

The average person is served over 1,700 banner ads per month. Do you remember any? (Source: comScore)

video banneror, the “where the fuck is that audio come from i will kill you” ad

youtubethe pre-roll

socialthe sponsored ad

brand personality

community manager

brand pages

content creation

“customer service”

twitter fail

contests

like gate/bribe

commerce???

mobile

About 50% of clicks on mobile ads are accidental. (Source: GoldSpot Media) 

the banner

80% of branded apps struggle to get even 1,000

downloads. Deloitte, 2011

branded apps

the smarter digitalfitting content to where it belongs

customer service

On YouTube, authenticity over production value trumps.

response

the how-to

Find the way people use the channel, replicate.

Instead of pushing a 1 minute version of your ad, perhaps add value.

tablet

the viral video

*rare example of an ad being better than everything on the internet

If you’re going to push content, have balls, or risk them.

Over an hour of video is uploaded to YouTube every second. What are the odds that your ad is more entertaining than breakdancing cats?

the post-digital world

EXPECTATIONS FOR SIMPLICITY & EASE QUICKLY ACCLIMATE

WE DEMAND MORE FLUIDITY AND LESS FRICTION IN ALL ASPECTS OF LIFE

A MORE FLUID LIVING ENABLED LARGELY THROUGH TECHNOLOGY

everything is fluid

TECHNOLOGY ALLOWS EASIER LIVING, NOT JUST ENTERTAINMENT.

IF WE FIT OUR MARKETING INTO THE FORM WE DISTRIBUTE IT INTO, WHY THEN WOULD WE

CONTINUE TO PUSH ONLY CONTENT THROUGH DIGITAL CHANNELS. IF THINGS PEOPLE DO IN

THE REAL WORLD GO VIRAL. WHY THEN WOULD BRAND ACTIONS NOT BE DIGITAL?

AND IF PEOPLE USE APPS AND SITES TO MAKE THEIR LIVES EASIER, WHY WOULDN’T WE TRY

TO MAKE THOSE THINGS INSTEAD OF INTERRUPTING PEOPLE WITH ADS?

AS MASS CHANNELS BECOME LESS RELEVANT DIGITAL SHOULD AIM TO BE USEFUL OR

MORE ENTERTAINING THAN ANYTHING ON THE INTERNET

utility vs. content

1892-1946

the three ages

INFOBRAND PROMISE: OUR PRODUCT IS

BETTER

EARLY INDUSTRIAL AGE MATURE INDUSTRIAL AGE EARLY INFORMATION AGE

BRAND PROMISE: OUR PRODUCT

WILL MAKE YOU BETTER

BRAND PROMISE: OUR PRODUCT WILL MAKE THE WORLD BETTER

EMOTION PURPOSE

RTB INSIGHTBEHAVIOR

1947-2006 2007-TODAY

1.0 2.0 3.0

STORYJOURNEY

CLAIM

how do you walk the walk?

where do you start?

BRAND BEHAVIOR

UTILITYREAL WORLDCONNECTORCURATORACTIONSPACKAGINGCUSTOMER SERVICE

method to the madness

journey & brand experience

1. fix points of pain2. smooth friction in process3. seek opportunities for delight4. create magic

rooted in the purpose

-100

needs - satisfaction -delight

100 +1500UNPLEASANT DELIGHT

PLEASED & MET HIGHEST

EXPECTATIONSSATISFIED

MEETS NEEDSDISGRUNTLED &

DISSATISFIED

JOY. SURPRISED BEYOND HIGHEST

EXPECTATIONS

1. fix points of pain

2. smooth friction in the process

For $20, the service will come by your house or office building or street corner and bring by some cute cats for 15 minutes. The money, the app says, will be donated to a local animal shelter.

3. find opportunities to create delight

41

4. create magic through simple design

SIMPLE & INTUITIVE DESIGN SEEMS TO BE THE NEXT FRONTIER

TO CREATE A BETTER BRAND EXPERIENCE AS A WHOLE

BRAND MESSAGE+

BRAND BEHAVIOR=

BRAND EXPERIENCE

WE SHOULD SEE OURSELVES AS PROBLEM SOLVERSWRONG RIGHTERS

& DELIGHTERS

NOT JUST CONTENT CREATORS.

EVOLUTION OF THE AGENCY MODEL

How will agencies and the advertising model evolve for the new world? ?

Moore: "We've got to listen better as an industry, but at at the same time we've got to pick our way through these things. Stephen, we can't end up being music. Music used to make money selling music. They don't make money selling music anymore. Apple makes money selling music. God bless them, because they sorted out the problem that was BitTorrents and LimeWire, Kazaa..."

Kotaku: "My kitchen table is LimeWire's kitchen table, because they went out of business and my wife and I needed a new table."

Peter Moore COO of EA and Stephen Totilo of Kotaku June 20, 2012

this matters to clients...

and this matters to us too.

20th CENTURY MARKETING

1892-1946

the three ages

INFOBRAND PROMISE: OUR PRODUCT IS

BETTER

EARLY INDUSTRIAL AGE MATURE INDUSTRIAL AGE EARLY INFORMATION AGE

BRAND PROMISE: OUR PRODUCT

WILL MAKE YOU BETTER

BRAND PROMISE: OUR PRODUCT WILL MAKE THE WORLD BETTER

EMOTION PURPOSE

RTB INSIGHTBEHAVIOR

1947-2006 2007-TODAY

1.0 2.0 3.0

STORYJOURNEY

CLAIM

OLD AGENCY MODELONE AGENCY, AOR

DIGITAL WORLDDIGITAL AGENCIES

DIGITAL PARTNER AGENCIESINTERNAL INNOVATION

SOCIAL WORLDSOCIAL MEDIA AGENCIES

INTERNAL AGENCY CLIENT

COMMUNITY MANAGERS

CONTENT WORLDDUMBDUMB BUZZFEED MEKANISM

BEHAVIOR WORLDFUSEPROJECT

ODOPODIDEO

UNDERCURRENT“SOLUTIONS AGENCIES”

“BRANDLIVE”

THE CHANGE NEEDED AD VENDOR TO BRAND PARTNER

DRIVING BRAND

MISSIONS

BEST ADVERTISINGCREATING BRANDS

AWARDSINNOVATIVE WORK

HAPPY CLIENTSREPUTATION

PURPOSE DRIVEN AGENCY

BRAND MESSAGE, BEHAVIOR, EXPERIENCE,

INNOVATION

FROM

TO

?

THE PROBLEM:AGENCIES AREN’T CURRENTLY BUILT FOR BRAND PARTNERSHIP AGENCIES ARE BUILT FOR CREATING MESSAGING

SMALL AGENCIES ARE POPPING UP TO DO THIS BUT THEY DON’T HAVE ALL THE RESOURCES LARGE AGENCIES HAVE RESOURCES BUT TOO MUCH STRUCTURE TO BE NIMBLE ENOUG

NEW STRUCTURES AND INTEGRATION IS NEEDED.

BECOMING AN AGENCY THAT DOES TO CREATE BRANDS THAT DO

A NEW MASTER BRAND PLATFORM IS NEEDED TO GUIDE THE FUTURE

BRIEF(S) FOR DIFFERENT CHANNELS

USE THE RIGHT TOOL FOR THE JOBIN SERVICE OF THE LARGER PICTURE

MASTER BRAND STRATEGYGUIDES EVERYTHING

TRADITIONAL

“DIGITAL”

PRODUCT

SOCIAL

PATHWAYMASS AWARENESS

BRAND STORY

UTILITYBRANDED CONTENT

FINDING UNMET NEEDSINNOVATION & DESIGN

SOLUTIONS ORIENTEDCONNECTION OPPORTUNITIES

RELATIONSHIP & PERSONALITYCREATING LOVE INTO ADVOCACY

MEDIACREATIVE LED

BEHAVIOR INSPIRED

example brand platform: nike

purpose

target

Empower the athlete in everyone to reach their full

potential & perform their best.

the athlete in everyone.

positioning personalityChallenging, motivational, coach,

inspiring, epic.

productNike Fuelband

digitalNike ID

pathway mediaBenches Chalkbot

UX design Retail

social

Nike innovates the latest in sportswear style and tech to give athletes the

confidence to do what it takes.

insightit takes more than clothing. it takes discipline and motivation.

MASTER BRAND STRATEGY

campaign ideafind your greatness

strategic ideaeveryone has potential

campaign ideawrite the future.

strategic ideayou are in control

strategic ideayou are the maker of your own success.

creative ideajust do it.

challengeinspire motivation.

Nike MagNike +