Post on 19-Feb-2017
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WHARTON UNIVERSITY
TEAM
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WHARTON UNIVERSITY
TEAM
SARAH DAOUDI ART DIRECTOR
ALEJANDRA GONZALEZART DIRECTOR
JULIO SANCHEZ ART DIRECTOR
ANA DORTA-DUQUEART DIRECTOR
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DEBRIEFING
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DEBRIEFING
From the infographic monster to the puppy version
From students to business people, the first comment upon seeing the infographic was: THIS SEEMS EXTREMELY COMPLICATED.
Make the current infographic visually attractive, extremely simple and easy to understand… no matter who your audience is.
Focus on promoting the book
REDEFINE the advertising world and create a 360 platform to spark this movement.
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STRATEGIC INSIGHTS
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STRATEGIC INSIGHTS
In a world where every entity is self-centred and focused
on its own success we need to bring about the notion of
collaboration where links and networks are created by
joining forces and connecting the right people and entities
to form a whole. CONNECTIONS LEAD TO UNIFICATION
WHICH LEADS TO VALUE CREATION.
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OUR TARGET
ExecutivesAcademicsStudentsForward thinkersAnyone interested in marketing and the advertising industry
The Wharton Future of Advertising Program is for anyone who seeks to foster a broader positive impact of advertising in the world. – Wharton refers to these people as the “change agents”
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STRATEGIC INSIGHTS - KPI’S
BOOK LAUNCH
Book sales in the first 3 months • Reevaluate to readapt the advertising strategy for the
book.
SALES
Online sales • Offline sales • Sales for new products • Services such as the
MOOC Course + Sirius XM weekly Radio show.
BRAND AWARENESS / ENGAGEMENT
Website traffic • Page views • Video views • Document views • Downloads
Blog comments • Likes, shares, tweets, pins
SOCIAL MEDIA CAMPAIGN
Creating a movement through social platforms • Number of followers • Page visits •
Trending topic (how many people are talking about it on social platforms)
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THE BIG IDEA
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THE BIG IDEA - RATIONALE
CONNECTIVITY RESULTING IN SYMBIOSIS
The world is in constant movement and evolution is inherent to its growth. Imagine the world as an infinite doted map that comes alive as links are formed to make a whole. What would/could you accomplish if you were the force that connected all those dots. The power of connexion is infinite and it is up to you to ignite the spark that will move the world from an independent to an interdependent whole. Just connect the dots.
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THE BIG IDEA - CREATIVE PLATFORM
CONNECT THE DOTS, IGNITE SPARK
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CREATIVE OUTPUT
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CREATIVE OUTPUT
VIDEO
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CAMPAIGN
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HOW IT WORKS
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CREATIVE OUTPUT
VIDEO
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INFOGRAPHIC
TOUCHPOINTSTOUCHPOINTS
MADES+
RAVES
AS FORCES of CHANGE EVOLVE, VALUE CREATION
is ONLY POSSIBLE WHEN MODELS are CONTINIOUSLY
CHALLENGED
FUTURE of ADVERTISING
BEYOND ADVERTISING
5 FORCESof
CHANGE
VALUECREATION
17 TOUCHPOINTS+
MADES & RAVES
IMPLEMENTATION
CHALLENGE ENTRENCHED
MENTAL MODELS
TOUCHPOINTSTOUCHPOINTS
MADES+
RAVES
AS FORCES of CHANGE EVOLVE, VALUE CREATION
is ONLY POSSIBLE WHEN MODELS are CONTINIOUSLY
CHALLENGED
FUTURE of ADVERTISING
BEYOND ADVERTISING
5 FORCESof
CHANGE
VALUECREATION
17 TOUCHPOINTS+
MADES & RAVES
IMPLEMENTATION
CHALLENGE ENTRENCHED
MENTAL MODELS
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SPARK A MOVEMENT
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CONNECT THE DOTS, IGNITE SPARK.
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CONNECT THE DOTS, IGNITE SPARK.
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CREATIVE OUTPUT
VIDEO
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ADVICE FOR THE CLIENT
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Leverage Wharton’s network to push sales, write articles, comments, etc
Advertise and bank on the idea rather than the book itself… your selling a new way of life/business, not just a book
IT’S ABOUT THE 2020 VISION
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REFLECTION
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WHAT WE LEARNED FROM THIS CASE
A SYMBIOTIC RELATIONSHIP CAN BETTER THE WORLD OF ADVERTISING.
EVERYTHING IS IN CONSTANT CHANGE.
WE ALWAYS HAVE TO BE RECONNECTING THE DOTS.