Cutting Through the Clutter - Mike Halminen.

Mike HalminenSVP Creative Director, MacLaren McCann

Thursday, 11 April, 13

A how-to keynote that points to the marketing industry’s shift toward actually putting consumers first. Let’s face it…the line between traditional and digital advertising is not blurry…it’s disappeared. Integration was a starting point, but now – it’s all about how brands can and should be weaving meaningful experiences into and around consumers’ lives.

Discussion:


What is Mass Media

Who owns Brands

Consumers First: People Matter

New ways of Working

Some Work


THE DIGITAL REVOLUTION IS OVER


TV IS NOT DEAD


The confusion is the understandingof what mass media is.


A medium of communication (as newspapers, radio,

or television) that is designed to reach the mass of the

people —usually used in plural.

Merriam-Webster Definition of Mass Media


The Seven Mass Mediums


The Seven Mass Mediums

1. Print from the late 15th century

2. Recordings from the late 19th century

3. Cinema from about 1900

4.Radio from about 1910

5.Television from about 1950

6. Internet from about 1990

7. Mobile phones from about 2000


Any Guess on what number eight will be?


BRANDS TODAYDo Consumers Create them?


Consumers don’t create brands... they consume brands.

- That’s why they’re called consumers.


Consuming brands really means

“Buying Brands”so they don’t create or destroy a brand,

they put it out of business.


Brands are more important now than ever.Simplify peoples lives made more complex and frantic because of technology.


Brand Creation is a democracy where everyone involved gets a vote.

1. Companies - conceive and manufacture

2. Marketing - presenting the brand

3. Retailer - selling the brand

4. Consumer - buys the brand


Successful brands must consistently be relevant and understood.


http://www.google.ca/search?hl=en&safe=off&client=safari&rls=en&q=consistently&spell=1&sa=X&ei=BoNDUfLzMoSe2gW884DwBw&ved=0CC4QvwUoAA

http://www.google.ca/search?hl=en&safe=off&client=safari&rls=en&q=consistently&spell=1&sa=X&ei=BoNDUfLzMoSe2gW884DwBw&ved=0CC4QvwUoAA

Nothing has changed since the beginning of capitalism.

Technology, media, digital, social space create instant communities and mass awareness based on word of

mouth.


Transparency has replaced objectivity and opinions can be generated in the absence of

fact- Opinion Journalism


People support and do things they like.

Top three turnoffs:1. Lying

2. Insult and demean

3. Immoral behaviour


Consumers First:PEOPLE MATTER


Putting people first helps us develop ideas with purpose and enable experiences

that create value for people and brands.


From:Consumers

Advertising

Digital

Fragmented

Multi Channel

Real time

People

Experience

Smart

Seamless

Omni channel

Predictive

Future Agency – People First

To:

Source:(CMI,(emarketer,(Forrester,(Trendhunter(


CR

MCRM

CRMCR

M

Connected ContentDigital Roadmap


NEW WAYS OF WORKING


ART + COPY


ART + COPY + CODE


Digital Velocity

BrandArchitecture

}( where engagement happens )


http://www.google.ca/search?hl=en&safe=off&client=safari&rls=en&spell=1&q=Architecture&sa=X&ei=Jc-bUIHxGuOS2QWOjIGYAg&ved=0CB8QvwUoAA

http://www.google.ca/search?hl=en&safe=off&client=safari&rls=en&spell=1&q=Architecture&sa=X&ei=Jc-bUIHxGuOS2QWOjIGYAg&ved=0CB8QvwUoAA

CreativeTechnologist

Digital Velocity

TechnologyGroup


Brand & Technical Platform

Geo

AR

Twitter

Facebook

QR

Broadcast, Email, Websites, Radio, OLM,

OOH

100

75

50

25

0

Adoption of Innovation in Advertising

0

25

50

75

100

Market Share %


http://www.adoption.ca/

http://www.adoption.ca/

Some Work


Ajaz Ahmed & Stefan Olander: Velocity

VELOCITY is aboutSEIZING the MOMENTUM

of a BETA WORLD in

PERPETUAL MOTION.


Thanks!


Cutting Through the Clutter - Mike Halminen.

Business

Transcript of Cutting Through the Clutter - Mike Halminen.