The Golden age of advertising

65
D T H G E L O E N A G E O F E A V D R T I S I N G

description

Trends and their effect on corporate communiation

Transcript of The Golden age of advertising

Page 1: The Golden age of advertising

DTH GE LO EN AGE O FEA

VD R

TISING

Page 2: The Golden age of advertising

ZEITGEIST

I WE

STAKEHOLDER

LONG TERM DEVELOPMENT

BETTER

SOCIETY

ANTI- BONUS CULTURE

NATIONALIZATION

LOCALIZATION

CASH

CONTROL

SIMPLICITY

USE

PROTECT

SHAREHOLDER

SHORT TERM PROFIT

MORE

INDIVIDUAL

BONUS CULTURE

PRIVATIZATION

GLOBALIZATION

CREDIT

DEREGULATION

COMPLEXITY

OWN

RISKTAKING

Page 3: The Golden age of advertising

ZEITGEIST

I WE

CHANGE

WELLBEING

NETWORKING

SUSTAINABLE

IDEALS

STABILE

TRADITION

RELIABLE

PROVEN SUCCESSES

SAFE &

SOLID

CONTROL

FREEDOM

VISION

Page 4: The Golden age of advertising

TRENDSTOGETHER

REAL

PROVEN

MATRIX

LOCAL

POLARIZATION

TRANSPARANT

UNPLUGGED

ERGONOMIX

Page 5: The Golden age of advertising

“BUILDING A BETTER

AIRLINE, NOT JUST A

BIGGER ONE”Delta Airlines, campagne 2010

Page 6: The Golden age of advertising

RESET

Page 7: The Golden age of advertising

RESET

Page 8: The Golden age of advertising

RESET

Page 9: The Golden age of advertising

RESET

Page 10: The Golden age of advertising

RESET

Page 11: The Golden age of advertising

RESET

Page 12: The Golden age of advertising

“YOUR BRAND IS NO STRONGER THAN YOUR REPUTATION AND WILL

INCREASINGLY DEPEND ON WHAT COMES UP WHEN YOU’RE GOOGLED

Allan Jenkins

Page 13: The Golden age of advertising

TRANSPARANT

Page 14: The Golden age of advertising

TRANSPARANT

Page 15: The Golden age of advertising

TRANSPARANT

Page 16: The Golden age of advertising

TRANSPARANT

Page 17: The Golden age of advertising

TRANSPARANT

Page 18: The Golden age of advertising

TRANSPARANT

Page 19: The Golden age of advertising

“WE HELPED DIAGNOSE THE PROBLEM...

HELP US PRESCRIBE THE SOLUTION

Sarah Palin, 2010 campaign

Page 20: The Golden age of advertising

POLARIZATION

Page 21: The Golden age of advertising

A true story about what it’s really like to work at:“The happiest place on earth”

POLARIZATION

Page 22: The Golden age of advertising

POLARIZATION

Page 23: The Golden age of advertising

POLARIZATION

Page 24: The Golden age of advertising

THE DUTCH BOOMERS, AKA THE

STUFFED GENERATION, FENDING FOR

THEMSELVESPOLARIZATION

Page 25: The Golden age of advertising

“COMING TOGETHER IS A BEGINNING.

KEEPING TOGETHER IS PROGRESS.

WORKING TOGETHER IS SUCCESS!”

Henry Ford

Page 26: The Golden age of advertising

TOGETHER

Page 27: The Golden age of advertising

TOGETHER

Page 28: The Golden age of advertising

TOGETHER

Page 29: The Golden age of advertising

TOGETHER

Page 30: The Golden age of advertising

TOGETHER

Page 31: The Golden age of advertising

“THE WEB IS DEAD, LONG LIVE THE

INTERNET”

WIRED Magazine, 2010

Page 32: The Golden age of advertising

JUST ANY DINNER PARTY IN 2011

MATRIX

Page 33: The Golden age of advertising

MATRIX

Page 34: The Golden age of advertising

MATRIX

Page 35: The Golden age of advertising

MATRIX

Page 36: The Golden age of advertising

WHEN TOP NYC CREATIVE DIRECTORS

GOOGLED THEMSELVES........

Page 37: The Golden age of advertising

UNPLUGGED

Page 38: The Golden age of advertising

UNPLUGGED

Page 39: The Golden age of advertising

UNPLUGGED

Page 40: The Golden age of advertising

UNPLUGGED

Page 41: The Golden age of advertising

UNPLUGGED

Page 42: The Golden age of advertising

“ADVERTISING IS THE TAX YOU PAY

FOR BEING UNREMARKABLE”

Robert Stephens, founder of Geek Squad

Page 43: The Golden age of advertising

#WTF! HAVE WE GOT HERE?

ERGONOMIX

Page 44: The Golden age of advertising

ERGONOMIX

Page 45: The Golden age of advertising

Risk alert!

You are in a hazardous

environment. Try parking your car somewhere else.

OK

ERGONOMIX

Page 46: The Golden age of advertising

ERGONOMIX

Page 47: The Golden age of advertising

“LOCAL IS THE NEW GLOBAL”

Marian Salzman, 2008

Page 48: The Golden age of advertising

MASS RETAIL SUFFERS UNDER THE HANDS OF THE INTERNET. HOWEVER, LOCAL, PERSONAL AND FOCUSSED PROVES THE RETAIL

CONCEPT IS FAR FROM DEAD!

Page 49: The Golden age of advertising

LOCAL

Page 50: The Golden age of advertising

LOCAL

Page 51: The Golden age of advertising

LOCAL

Page 52: The Golden age of advertising

“NIET ELK OUD VROUWTJE IS EVEN

BETROUWBAAR, ELKE GOLF GELUKKIG WEL”

Volkswagen, campagne 2010

Page 53: The Golden age of advertising

PROVEN

Page 54: The Golden age of advertising

PROVEN

Page 55: The Golden age of advertising

PROVEN

Page 56: The Golden age of advertising

“ALL FACE AND NO TROUSERS?”

Jeremy Clarkson, Topgear

Page 57: The Golden age of advertising

REAL

Page 58: The Golden age of advertising

REAL

Page 59: The Golden age of advertising

REAL

Page 60: The Golden age of advertising

REAL

Page 61: The Golden age of advertising

REAL

Page 62: The Golden age of advertising

REAL

Page 63: The Golden age of advertising

“CULTURE EATS STRATEGY FOR

BREAKFAST”

Ford war room, mantra

Page 64: The Golden age of advertising

ZEITGEIST

CONNECTION

MANY TO MANY

ATTRACT

INVOLVE

INTERACTION

RETURN ON INVOLVEMENT

EXPERIENCE

INSPIRATION

ACT

WHAT I WANT

DO

CULTURE

DIRECT

SEEK ATTENTION

INTERRUPT

REACT

RETURN ON INVESTMENT

IMAGE

USE

PROMISE

WHAT YOU NEED

TELL

STRATEGY

ONE TO MANY