the future of the advertising and pr agency
TRANSCRIPT
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THE FUTURE OF THE ADVERTISING AND PR
AGENCY
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?
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CONSUMERS ARE INFLUENCING EVERYTHING
POLITICSENTERTAINMENT
JOURNALISMDESIGN
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AND MORE IMPORTANTLY THE
DEVELOPMENT AND DISTRIBUTION OF
CONTENT
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THE DIGITAL REVOLUTIONHAS CHANGEDEVERYTHING
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MEDIA OUTLETDIVERSIFICATION
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THE SOCIAL REVOLUTIONHAS CHANGEDEVERYTHING
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“Not to put too fine a point on it, the moment we are living through is the largest increase in
expressive capability in human history”- Professor Clay Shirk, Internet expert and author of “Here Comes
Everybody”
…and has allowed consumers to become true
producers
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Above all else, social media has
upended the marketing model
from “one to many” to “many
to many”
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Brand Messag
e
ONE TO MANY
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Many to Many
Brand Messag
e
IS BEING SUPPLANTED BY
MANY TO MANY
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CONSUMEREMPOWERNMENT
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CONSUMERENABLEMENT
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CONSUMEREXPRESSIONISM
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CONSUMERENGAGEMENT
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Connected
consumer
xEnabled
Empowered
Expressive
Engaged
x Technology
(the
amplifier)
Content
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Power of word of mouth
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“92% of consumers never listen to what a brand has to say about itself. Whereas 97% of consumers listen to what a consumer has to say about a
brand”
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THE AVERAGE CONSUMER MENTIONS SPECIFIC BRANDS OVER 90 TIMES A WEEK IN CONVERSATIONS WITH FRIENDS, FAMILY AND CO-WORKERS
SOURCE: KELLER FAY, WOMMA, 2020
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ADVERTISING AND PR USED TO BE TWO DISTINCT MODELS OF
INFLUENCE
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NOW, THEY ARE BECOMING
ONE IN THE SAME
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Advertising
Public Relations
Media
Direct Response
Digital
Brand Client
THE PAST: SILOED
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Brand ClientCompletely
Integrated Solutions
THE FUTURE: BUNDLED
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From Peak & Valley campaign to “Always On” distributionFrom Peak & Valley campaign to “Always On” distribution
Online Presence Online Presence
Channels” Always On”
Time Time
THE OPPORTUNITY
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GILLETTE PROGLIDE
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MessagesCampaignsChannelsSilosMonolithicUni-directionalStaticIsolated
RelationshipsPlatformsExperiencesCollaborativePersonalizedMulti-directionalAdaptiveParticipatory
THE FUTURE
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THANK YOU