Text 75308 keyword Miguel

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BRANDED CONTENT:AN AGENCY PERSPECTIVEMiguel Gonzalez

Vice President, Creative Director / Content Director

Tuesday, September 16, 2008

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“WE ARE ALL IN THE CONTENT BUSINESS”We’re in a transitional time, actually

The convergence is converging agency services

Advertising relies on persuasion, Hollywood doesn’t

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PERSUASIVE CONTENT?

Worth the viewer’s time

Worth sharing with others

Lean forward vs. lean back

Depth on demand

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THERE’S A CONVERGENCE GOING ONGeneral Advertising : Commercials, print and outdoor

Direct Response : DRTV, direct mail, email and print

Promotion : Point of sale, retail programs, sweeps/contests and events

Interactive : Sites, display (banners), email and search

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THERE’S A CONVERGENCE GOING ONPersuasive content is moving into the interactive space

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WHAT MUST WE DO?

Brand Narrative

No longer just a “user experience”

Not just one message, a brand story

Sustainable Discovery

We ask for her time and attention

We owe her new content over time (just like studios)

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SAVE THE PANTS!!!

QuickTime™ and aCinepak decompressor

are needed to see this picture.

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BASIC TRAINING

QuickTime™ and aCinepak decompressor

are needed to see this picture.

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NOLAF

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KMART SHOW YOUR STYLE

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CONTENT ARCHETYPES

Scripted : Drama, Sitcom, Sketch/Spoof

Unscripted : Reality, Makeover, Contests

Variety/Gaming : Sports, Music, Game Show

News/Documentary

User Generated : Numa, Response, Oddity, Parody

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CONTENT ARCHETYPES

Scripted : HP, Crash Course with Shaun White

Unscripted : Dove, Campaign for Real Beauty; OfficeMax, Penny Pranks

Variety/Gaming : McDonald’s, The Lost Ring

News/Documentary : Liberty Mutual, Responsibility Project; Holiday Inn Express, The Smart Show

User Generated : DiGiorno, The Ditcher; Scion, United

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ONE BRAND STORY, MANY PLATFORMS

VOD

WEB

PODCAST

GAMING

MOBILE

WIDGETSOCIAL APPS

TV/C

RADIO

RETAILEXPERIENTIAL

PRINT

OOHGUERILLA

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