Leveraging his professional experience in advertising, publishing, and film, Bill Oechsler explores the major trends challenging traditional business models, creating exciting new opportunties, and transforming integrated marketing communications.

1. Disruptive Innovations In
Media-Based Industries
Advertising Publishing Film

2. Disruptive Innovations In
Media-Based Industries
Advertising Publishing Film

3. 3
“...a process by which a product or
service takes root initially in simple
applications at the bottom of a market
then relentlessly moves “up market,
eventually displacing established
competitors.”
Clayton Christensen

4. 4
http://www.youtube.com/watch?v=Q1vw23YHFds&feature=youtu.be

5. Disruptive Innovations In
Media-Based Industries

6. 6
Industry Leaders
Advertising Publishing Film

7. 7
Industry Forecast
“The future of advertising will not fit in
the containers of the past.”
Rishad Tobaccowala
Chief Strategy & Innovation Officer, VivaKi

8. 8
Industry Forecast
“The biggest problem facing book
publishing...is that a perfect industry is
being replaced by one filled with chaos
and opportunity.”
Seth Godin
Best-selling Author

9. 9
Industry Forecast
“Hollywood will be destroyed and no
one will notice. Collaborative
storytelling and filmmaking will do to
Hollywood what Wikipedia did to
Encyclopedia Britannica.”
Jimmy Wales
Founder of Wikipedia

10. Change is Inevitable
Growth is Optional
Change is Hard
Industry Realities

11. 11
Systems & Structures
Ad Agencies, Publishing Houses,
and Film Studios exist within very
dynamic ecosystems.
Full Service Agency
Specialized Industries (One Stop Shop)
Established Brands
Complex Products
Creatively Oriented
Celebrity Focused
Talent Dependent
Customer Evaluated
Top-Line Ranked
Bottom-Line Driven
Award Generating

12. 12
Markets & Money
Ad Agencies, Publishing Houses,
and Film Studios exist within very
competitive marketplaces.
High Cost of Goods Sold
Low Cost to Consumer
Depend On Volume Sales
Heavy Marketing Spend
Success Determined Early
Long-Tail Opportunities
Complex Compensation
Satisfying Investors
Work Project-by-Project
Manage Full Portfolio

13. 13
Content & Control
Ad Agencies, Publishing Houses,
and Film Studios existence needs
intellectual properties.
Licenses & Royalties
Rights & Permissions
Exclusivity & Non-Exclusivity
Contracts & Negotiations
Terms of Agreement

14. Navigating
The New Normal

15. 15
What Challenge & Change Should Feel Like
http://www.youtube.com/watch?v=L2zqTYgcpfg
GetPropulsion.com

16. 16
Leverage Technology: It’s A Tool So Use It

17. 17
Relinquish Control: Customer Over Content

18. 18
Attack Yourself: Become Your Own Competition
Exceeded Zondervan’s first year sales goals 10X, outselling company/category leader 5X.
• Audiobook of the Year (2007) “...a tribute to innovative marketing.”
• Silver Anvil (2007) “...the most ambitious and innovative audio Bible on the market.”
• Effie (2008) “...totally redefining how consumers, retailers, and publishers view the category.”
http://youtu.be/mpAQoIuF264

19. 19
Discover Blue Ocean: Know How/When To Zag
McDonald’s McMoms
Set standard at Leo Burnett that
other relationship marketing
programs would follow.
Surpassed first year performance
goals by 300%, returning 10X the
dollars to bottom line.
Hispanic version performed 600%
above goals, earning it an Effie.
McDonald’s accounting considered
strategic approach the most rigorous
design they’ve ever seen—air tight.

20. 20
Find New Approaches: Becoming The First

21. 21
What Innovation & Growth Can Feel Like
http://www.youtube.com/watch?v=IytjSl6voP0
GetPropulsion.com

22. Any Questions?
Thank You!