the fall of aor (agency of record)
DESCRIPTION
My Keynote Presentation at Media 2010 (www.media2010.com.au), The Fall of AOR. I predicted we will continue to see the fall of the AOR model in advertising as consumers have now become "Co-Creators" of products and merely as influencers, or co-story tellers, Ad agencies are forced to embrace the demand of consumers and at the same time, brands/advertisers are under heavy pressure to see measurable results and ROI fast. Brands are not going to wait for AOR to integrate traditional and digital, but instead, agencies are forced to collaborate, and move away from this singular, AOR approach.TRANSCRIPT
The Fall of AOR (Advertising Agency of Record)
Ming ChanCEO/CTO, The1stMovementhttp://www.the1stmovement.com
Software/Web Developer – Silicon Valley
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I worked in the Ad Industry
About The1stMovement
The Advertising Industry
The Consumers
Maslow’s Hierarchy of Need
Consumers are now Co-Creators of products
Brands / Advertisers
• 110-year-old
• Over 40 flavors of Pepsi Worldwide
• 11 logo redesigns since 1898
• Over 30 different slogans since 1930
• $142 million Ad Spending in 2006
History of Pepsi Ad
The Ad Agency – The Influencer
• $142 million spent in 2006
• $94 million spent in 2007
• $60 million spent in 2008
• BBDO out, TBWA\Chiat in (2008)
• Pepsi Digital left TBWA\Chiat (2009)
Pepsi Ad Trend
• Pepsi Digital – Moved to Huge
• Gatorade – Moved to VML
• Sobe – Moved to FirstBorn
• Ditch 2010 Super Bowl Ad($33 million spent in 2009)
• Refresh Everything – Social Campaign ($20 million year-long campaign)
Pepsi in 2010
Projected Global Ad Spending for 2010
Traditional AOR
New Breed of Agencies
Work
• Launched in 5 languages in 9 countries in Asia Pacific• 4 Million unique visitors in 3 months• Over 15k visits per day• Over 20 minutes time-spent on average• Still one of the most successful Nike Football Ad campaign ever done
Nike – 90 Days of Football
• Download proceeds generated $1 million for Team USA • Over 20k visits per day on English & Spanish Microsites• 27k downloads of Soundtrack widgets• Over 3k iTunes click through per day on iPhone
• 2 million Video content views• Most-recalled sponsor feature during the Olympic game
AT&T Team USA Soundtrack Campaign
Work
• Launched in 5 languages in 9 countries in Asia Pacific• 4 Million unique visitors in 3 months• Over 15k visits per day• Over 20 minutes time-spent on average• Still one of the most successful Nike Football Ad campaign ever done
Nike – 90 Days of Football
• Over 500 Band Submissions (4x last year)• 86,000 votes casted• 50 million impressions online; 125 million impressions offline• 30k visits in 4 months; 60k visits in 6 months; and 7x Pass Along• Most successful online competition of its kind
Airwalk – Unsigned Hero
Advertising on Traditional Media is NOT Dead
AOR Model Is Dated
Ming [email protected]://www.the1stmovement.comhttp://twitter.com/mingAtT1M