The New Rules of Communication

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February 26th 2014

Advertising has changed Who is this person?

Advertising has changed Brand Engineers

Advertising has changed Also

Advertising has changed Special AnPost offer

Advertising has changed Advertising has changed

Advertising has changed The old rules are being inverted

Advertising has changed 1. Clients spent their money on media

Advertising has changed Not now you don’t

Advertising has changed 2. Clients are not media owners

Advertising has changed Now you are

Advertising has changed Your own channels

Advertising has changed 3. The marketer is in control

Advertising has changed No longer

Advertising has changed 4. You build brands through advertising

Awareness

Interest

Desire

Action

Advertising has changed Advocates build brands

PASSIVE VIEWERS

ENTHUSIASTIC SUPPORTERS

FAN PROMOTERS

ADVOCATES

DIG

ITA

L

Awareness

Interest

Desire

Action

Advertising has changed The rule of 9

Advertising has changed 5. You build brands with adverts

Advertising has changed No-one chooses to watch an advert

Advertising has changed But they will watch a film

Advertising has changed User generated content

Advertising has changed 6. You manage campaigns

Advertising has changed Not any longer

Advertising has changed Manage an ecosystem

Advertising has changed Connecting fans

Advertising has changed So, the new rules of communication

Advertising has changed So, the new rules of communication

1.  Think digital 2.  Data is central 3.  Orchestrate your campaigns 4.  Creativity is crucial 5.  Everything is social

Advertising has changed 1. Think digital

Advertising has changed Product innovation

Advertising has changed Product innovation

Advertising has changed Print into TV

Advertising has changed 2. Data is central

Advertising has changed BMWFilms

Advertising has changed Pintuco

Advertising has changed Started with TV

Advertising has changed Got them calling

Advertising has changed Jose Beltran

Advertising has changed DM and Digital

Advertising has changed See what you’ve seen already

Advertising has changed See what you’ve seen already

Advertising has changed See what you’ve seen already

Advertising has changed CRM

Advertising has changed CRM

Advertising has changed Data and The Zoo

10 BN

7.7 BN

Advertising has changed What could we do in DM here?

Advertising has changed 3. Orchestrate your campaigns

Advertising has changed Mail and Digital together

Advertising has changed From 20 bloggers to 2m readers

Advertising has changed Mail 120 people

Advertising has changed Reach 79,000

Advertising has changed Mail 3,000

Advertising has changed 1.3m clicked to watch

Advertising has changed Clicking to create

Advertising has changed Clicking to create

Advertising has changed Clicking to book & buy

Advertising has changed Mail as a follow-up

Advertising has changed NZ Effies

Advertising has changed 4. Creativity is crucial

Advertising has changed You’re talking to people

Advertising has changed Sharing values

Advertising has changed Buy into you

Advertising has changed From 30 seconds to 30 minutes

Advertising has changed SAF

   

SAF – Are You Up To It?

Those who cracked it could unlock the website and find more challenges

The level of difficulty increased.

Eventually visitors could see how they scored – and could then challenge their friends to do better

Advertising has changed The 90 minute mailing

Advertising has changed 5. Everything is social

Advertising has changed Ideas people want to be part of

Advertising has changed Ideas people want to share

Advertising has changed 6. There are no rules

Advertising has changed Milka

Advertising has changed In summary – a personal journey

Advertising has changed 25 years ago…

Advertising has changed The TV commercial

Advertising has changed The idea

Advertising has changed Let’s bring back Ian Rush

Advertising has changed Recruitment

Advertising has changed Online as well as offline

Advertising has changed Pre-Roll

Advertising has changed Hub. Hygiene. Hero.

Advertising has changed Dads upload videos.

Advertising has changed Is there a little Messi out there?

Advertising has changed Boot camps

Advertising has changed The coaches

Advertising has changed The real Steve Gerrard

Advertising has changed More videos

Advertising has changed The squad

Advertising has changed Hygiene

Hero   Hub   Hygiene  

Advertising has changed Hero

Advertising has changed DM and print

Advertising has changed Live on YouTube

Advertising has changed Then and Now

• In  1989  I  reported  on  boys  playing  football  • In  2013  I  can  get  them  out  into  the  fields  

Advertising has changed The data reveals

• 1.  Only  39%  of  kids  regularly  take  part  in  sports.  The  vast  majority  of  61%  don’t.  Urban  kids  are  more  non-­‐parBcipatory  than  rural  ones  

 • 2.  ParBcipaBon  in  sports  is  highest  amongst  4-­‐8  year  olds,  but  sharply  drops  down  between  12-­‐13  year  olds  

 • 3.  Girls  don’t  parBcipate  and  the  gender  gap  becomes  more  marked  progressively  7th  year  onwards.  Girls  do  more  dance,  gymnasBcs,  yoga    

 • 4.  While  football  sBll  tops  the  list,  other  games  like  tennis,  canoeing  and  archery  –  all  individual  sports  -­‐  are  gaining  popularity.  Dance  is  the  second  most  popular  acBvity  appealing  to  both  boys  and  girls  (97%  girls  and  86%  boys)  

   • Source:  PE  and  Sport  Survey  (DoE/  TNS  BMRB  Report),  May,  2010  

Advertising has changed Declining interest

Advertising has changed The top trending sport

Advertising has changed From the familiar to the magical

Advertising has changed Ian Rush!

Advertising has changed In Google Hangouts

Advertising has changed See Beyonce’s routine

Advertising has changed Create your own routine

Advertising has changed Upload and share

Advertising has changed Hero video

Advertising has changed What have I learned?

Advertising has changed New ways of working

Advertising has changed New ways of trusting

Advertising has changed Collaboration

Advertising has changed The long and the short of it:

Advertising has changed As Confucius said:

Advertising has changed Thank You