Does Fuffa Still Work? Communication in the Digital Era: New Jobs and New Values
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Transcript of Does Fuffa Still Work? Communication in the Digital Era: New Jobs and New Values
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DOES FUFFASTILL WORK?COMMUNICATION IN THE DIGITAL ERA:NEW JOBS AND NEW VALUES
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MATTEO ROVERSI
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MATTEO ROVERSI@matteoroversi
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FROM
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TO
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Branding Strategies & New Media Design
TO
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BRANDING/ADVERTISING
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BRANDING/ADVERTISINGDIGITAL MARKETING
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MEDIA PLANNER
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MEDIA PLANNER
COPYWRITER
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MEDIA PLANNER
ART DIRECTOR
COPYWRITER
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MEDIA PLANNER
ACCOUNT
ART DIRECTOR
COPYWRITER
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+DEVELOPER
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NEWMEDIUM
OLDATTRIBUTES
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BIGIDEAS
WE INSIST ON
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DOES IT WORK TO USETHE SAMEOLD MODEL?
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CROSS FERTILIZATION
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DIGITAL NATIVEPROFESSIONALS
TRADITIONALAD AGENCY
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SOMETHING NEW
Traditional Digital Native
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“IMITATE, ASSIMILATE, INNOVATE”- Clark Terry
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THE DIGITALSTRATEGIC PLANNER*
1.
*See Roberto Venturini’s work Digital Planner Manifesto
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MARKET & BUSINESS
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MARKET & BUSINESS
STRATEGY
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MARKET & BUSINESS
STRATEGY
IDEAS
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MARKET & BUSINESS
STRATEGY
IDEAS
TRAINING
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MARKET & BUSINESS
STRATEGY
IDEAS
TRAINING
METRICS
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THE EMERGINGMEDIA DESIGNER
2.
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TREND HUNTING
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TREND HUNTING
STRATEGY
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TREND HUNTING
STRATEGY
EXPERIENCE
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TREND HUNTING
STRATEGY
EXPERIENCE
TECH
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TREND HUNTING
STRATEGY
EXPERIENCE
TECH
AESTHETICS
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THE CREATIVETECHNOLOGIST*
3.
*See Richard Schatzberger work The Creative Technologist
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STRATEGY
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STRATEGY
IDEAS
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STRATEGY
IDEAS
TECH
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STRATEGY
IDEAS
TECH
CODE
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THE PERFECT TRIO
PLAN CREATE DEVELOPDigitalStrategicPlanner
EmergingMediaDesigner
CreativeTechnologist
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MEDIA CHANGE
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MEDIA CHANGEJOBS CHANGE
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MEDIA CHANGEJOBS CHANGEPEOPLE CHANGE
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*Your Brand: At Risk or Ready for Growth? - Alterian 2010
95% OF PEOPLE DON’T TRUST IN ADVERTISING.*WE NEITHER.
IMILLE 2010 NON-CAMPAIGN
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DOES FUFFASTILL WORK?
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THE ROLE OF THE AGENCY
MEDIA
BEHAVIOROF PEOPLE
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WITH GREAT POWERCOMES GREAT RESPONSIBILITY!
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GOOD TO GREATJames C. Collins, 2001
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GREAT TO GOODUmair Haque, 2010
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FIRST WHO, THEN WHAT
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FIRST HOW, THEN WHO
FIRST WHO, THEN WHAT
Do our people have the capacityto judge right and wrong?
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TECHNOLOGY ACCELERATORS
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ETHICAL ACCELERATORS
TECHNOLOGY ACCELERATORS
Build transparency and openness
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CULTURE OF DISCIPLINE
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CULTURE OF MEANING
CULTURE OF DISCIPLINE
Provide durable, tangible benefitsto people, communities, and society
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THANKS!matteoroversi.comimille.it
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Photo Credits
Flickreelviss
Flickrfrancescopozzi
FlickrJason Tavares
FlickrJeff The Trojan