“The best don’t advertise.”-ABC

Devotion to customer service: “Weird and fanatical.”

“Every employee is an advertising vehicle.”

Slow to hire, quick to fire.

Corporate culture is everything: importance of core values and transparency.

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Don’t create an ad campaign, create a Kindle.

Type relentless.com into the Web.

Ran test ads in smaller markets: they increased purchases, but not by enough to continue running them.

“If you’re not good, Jeff will chew you up and spit you out. If you’re good, he will jump on your back and ride you into the ground.”

“People closest to problems are in the best position to solve them.”

“Every narrative should read like a mock press release.”

Unlimited shelf space, personalized service: “Walmart and Nordstrom’s in one.” 4

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Publishers argue with terms? Shutdown recommendation engine algorithm and their sales fall 40 per cent.

The age-old battle: companies that make things versus companies that sell things.

“The elimination of gatekeepers.”

Point system to track workers: Late = -.5 Not showing up = -3 Sick = -1 Six demerits = you’re fired

Writing: keep it punchy – especially headlines. “Some of this is just bad writing. If you were doing this as a blogger, you would starve.”

Advertising sold to Amazon customers on its websites and devices: helps subsidize free shipping and low prices.

Coming soon: Amazon mobile phone and TV set-top box.

Goal: provide services on every connected device used by customers - without relying on competitors’ hardware.

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Eric Schmidt: “There’s a lot of content being made, and brands are going to be responsible for making a bigger and bigger share of it.”

Employees allotted one day a week to work on projects they feel passionate about.

People are scientists and artists.

Don’t be evil: cute and cuddly…and a menace to old media.

“User-focus is the foundation of success.”

“A brand is synonymous with trust, not name-recognition.”

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Six levels of engagement:

1. Watch: on any device.

2. Learn: by searching for information on the Web.

3. Play: games

4. Connect: through social networks and messaging.

5. Collect: money online through microtransactions.

6. Create: user-generated content.

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Google: wants to be “the advertising

operating system in the middleof all advertising.”

delivers 20-billion online ads a day.

Pricing: An online ad brings in 1/10 of the revenue as the same ad in

a newspaper. Readers spend less time reading online and the ad space is

infinite. NY Times readers: 35 minutes a day with print, 37 minutes a

month online.

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Copywriting challenges

A new range of challenges:

Inventing the ideas to shape clients’ marketing presence and the next phase of the evolution of the industry.

The old advertising rule book has been thrown out – not everyone knows it yet.

Potentially the most-exciting and creatively rewarding time in ad history: “the next Creative Revolution.”

Lee Clow: “Everything is media.” Don’t start an ad agency, start a media-arts lab.

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Brand platforms

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Brand platforms

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Brand platforms

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Brand platforms

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Brand platforms

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