1. Future of Advertising
Spring 2011 • Mondays, 1-6 PM • Room 416
Instructor: Zach Pentel
Class 2: Re-Thinking the Ad Agency
Future of Advertising - January
2. Today
Any blog problems?
Blog assignment discussion - #1 and #2
Brief history of advertising + ad agency and roles inside it
Seismic shifts + Panic = Opportunity
Break
Introduction to One Show Student Competition + Work Time
Break
Guest Speaker: Adrian Ho, Zeus Jones
Future of Advertising - January
4. “The possibilities for this industry are limitless
if we stop focusing on making ads—and bring big,
bold, game-changing business ideas to our clients.”
—Jeff Graham, Account Director
Crispin Porter + Bogusky
Future of Advertising - January
5. “Advertising going forward is about turning big
ideas into personal experiences that change/
reinforce both perceptions and behavior.”
—Jan Leth, Vice Chairman/Global Digital Creative
Ogilvy & Mather
Future of Advertising - January
16. Today
Any blog problems?
Blog assignment discussion - #1 and #2
Brief history of advertising + ad agency and roles inside it
Seismic shifts + Panic = Opportunity
Break
Guest Speaker: Adrian Ho, Zeus Jones
Future of Advertising - January
23. Let this situation ferment for 30+ years...
Future of Advertising - January
24. “The truth of the matter is ... much of the ad world
is still out of step with reality. These arguments
about ‘the work’ betray a cultural problem. It’s like
the finance guys still thinking it’s OK to buy
corporate jets and give out billions in bonuses. They
don’t get it. Times have changed.”
— Brian Morrissey
Future of Advertising - January
29. Most executives aren’t rethinking anything.
Fostering a “digital” department, even though their core
ideas about the role of advertising haven’t changed.
Future of Advertising - January
30. Most executives aren’t rethinking anything.
Fostering a “digital” department, even though their core
ideas about the role of advertising haven’t changed.
Finding new products to sell, rather than re-evaluating the
business.
Future of Advertising - January
31. Most executives aren’t rethinking anything.
Fostering a “digital” department, even though their core
ideas about the role of advertising haven’t changed.
Finding new products to sell, rather than re-evaluating the
business.
They don’t try to get rid of things that aren’t working.
Future of Advertising - January
32. “"When the ecosystem stops rewarding complexity, it is the
people who figure out how to work simply in the present, rather
than the people who mastered the complexities of the past, who
get to say what happens in the future."
-Clay Shirkey
Future of Advertising - January
33. You’re entering the ad industry at a time of vast cultural and
institutional change, not unlike 1960. Once again, long held
beliefs, processes and traditions are being proven ineffective, too
expensive and wrong—and it hurts. The evidence is in the
comments.
In the chaos there is opportunity.
Future of Advertising - January
36. We all need to be generalists.
(with specialties)
A generalist species is able to
thrive in a wide variety of
environmental conditions and
can make use of a variety of
different resources.
Future of Advertising - January
37. Example: Victors & Spoils
An agency built on crowdsourcing.
Each project is completed by many
individuals - the best idea wins.
A normal agency has a few art
directors; V&S has hundreds.
Future of Advertising - January
39. Cultural relevance, new ideas,
Strategy, direction, and expertise
of grizzled industry veterans
+ and return-on-investment of
crowdsourcing
Pros? Cons?
Future of Advertising - January
42. Final Project
One Show College Competition
Client: Second Harvest
Future of Advertising - January
43. Final Project
One Show College Competition
Client: Second Harvest
Categories:
Future of Advertising - January
44. Final Project
One Show College Competition
Client: Second Harvest
Categories:
• Non-traditional Advertising
Future of Advertising - January
45. Final Project
One Show College Competition
Client: Second Harvest
Categories:
• Non-traditional Advertising
• Online Ad
Future of Advertising - January
46. Final Project
One Show College Competition
Client: Second Harvest
Categories:
• Non-traditional Advertising
• Online Ad
• Website
Future of Advertising - January
50. Mapping your audience
Three audience groups:
Food Industry
Donates food, raise funds, raise awareness
Future of Advertising - January
51. Mapping your audience
Three audience groups:
Food Industry
Donates food, raise funds, raise awareness
Individuals
Future of Advertising - January
52. Mapping your audience
Three audience groups:
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support
Future of Advertising - January
53. Mapping your audience
Three audience groups:
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support
Corporate and Foundation Professionals
Future of Advertising - January
54. Mapping your audience
Three audience groups:
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
56. Mapping your audience
For each audience group:
• Where they are and what they are doing online
Future of Advertising - January
57. Mapping your audience
For each audience group:
• Where they are and what they are doing online
• Online tactics
Future of Advertising - January
58. Mapping your audience
For each audience group:
• Where they are and what they are doing online
• Online tactics
• Where they are and what they are doing offline
Future of Advertising - January
59. Mapping your audience
For each audience group:
• Where they are and what they are doing online
• Online tactics
• Where they are and what they are doing offline
• Offline tactics
Future of Advertising - January
60. Mapping your audience
For each audience group:
• Where they are and what they are doing online
• Online tactics
• Where they are and what they are doing offline
• Offline tactics
• Why should they care about Second Harvest?
Future of Advertising - January
61. Mapping your audience
Three audience groups:
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support
Corporate and Foundation Professionals
Future of Advertising - January
62. Mapping your audience
Three audience groups:
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
63. Mapping your audience
Three audience groups:
trade show
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
64. Mapping your audience
network
Three audience groups:
trade show
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
65. Mapping your audience
network
Three audience groups: learn
trade show
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
66. Mapping your audience
network
Three audience groups: learn
trade show share ideas
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
67. Mapping your audience
network
Three audience groups: learn
trade show share ideas
Food Industry
Donates food, raise funds, raise awareness
Individuals
Interested in social justice. Provide financial and volunteer support festival/event
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
68. Mapping your audience
network
Three audience groups: learn
trade show share ideas
Food Industry
Donates food, raise funds, raise awareness
music & culture
Individuals
Interested in social justice. Provide financial and volunteer support festival/event
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
69. Mapping your audience
network
Three audience groups: learn
trade show share ideas
Food Industry
Donates food, raise funds, raise awareness
music & culture
Individuals
Interested in social justice. Provide financial and volunteer support festival/event network
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
70. Mapping your audience
network
Three audience groups: learn
trade show share ideas
Food Industry
Donates food, raise funds, raise awareness
music & culture
Individuals
Interested in social justice. Provide financial and volunteer support festival/event network
explore
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving
Future of Advertising - January
71. Mapping your audience
network
Three audience groups: learn
trade show share ideas
Food Industry
Donates food, raise funds, raise awareness
music & culture
Individuals
Interested in social justice. Provide financial and volunteer support festival/event network
explore
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving gala
Future of Advertising - January
72. Mapping your audience
network
Three audience groups: learn
trade show share ideas
Food Industry
Donates food, raise funds, raise awareness
music & culture
Individuals
Interested in social justice. Provide financial and volunteer support festival/event network
explore
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving gala show interest
in a cause
Future of Advertising - January
73. Mapping your audience
network
Three audience groups: learn
trade show share ideas
Food Industry
Donates food, raise funds, raise awareness
music & culture
Individuals
Interested in social justice. Provide financial and volunteer support festival/event network
explore
Corporate and Foundation Professionals
Decision makers for large corporate/foundation giving gala show interest
in a cause
be seen
Future of Advertising - January
75. Mapping your audience
Our end goal is to understand where they go and
what they do, both online and offline, so that we can
identify the times and places where we have the
biggest opportunity to tell them about Second Harvest.
Future of Advertising - January
78. Next week
Blog assignment will be posted to Posterous
Bring your portfolios, whatever shape they’re in (seriously).
Future of Advertising - January
79. Next week
Blog assignment will be posted to Posterous
Bring your portfolios, whatever shape they’re in (seriously).
In Class:
Future of Advertising - January
80. Next week
Blog assignment will be posted to Posterous
Bring your portfolios, whatever shape they’re in (seriously).
In Class:
• Review options for portfolio development and display
Future of Advertising - January
81. Next week
Blog assignment will be posted to Posterous
Bring your portfolios, whatever shape they’re in (seriously).
In Class:
• Review options for portfolio development and display
• Discuss the creative marketplace, and how you fit into it
Future of Advertising - January
82. Next week
Blog assignment will be posted to Posterous
Bring your portfolios, whatever shape they’re in (seriously).
In Class:
• Review options for portfolio development and display
• Discuss the creative marketplace, and how you fit into it
• Form project groups, discuss today’s reconnisance, and begin concepting
for City Harvest
Future of Advertising - January
83. Next week
Blog assignment will be posted to Posterous
Bring your portfolios, whatever shape they’re in (seriously).
In Class:
• Review options for portfolio development and display
• Discuss the creative marketplace, and how you fit into it
• Form project groups, discuss today’s reconnisance, and begin concepting
for City Harvest
Guest Speaker: Ana Andjelic, Planning Director at HUGE
Future of Advertising - January
84. Next week
Blog assignment will be posted to Posterous
Bring your portfolios, whatever shape they’re in (seriously).
In Class:
• Review options for portfolio development and display
• Discuss the creative marketplace, and how you fit into it
• Form project groups, discuss today’s reconnisance, and begin concepting
for City Harvest
Guest Speaker: Ana Andjelic, Planning Director at HUGE
Evening Event: CATFOA @ Fineline Music Cafe
Future of Advertising - January
Notas do Editor
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Walk through each role, come up with fake project and describe what happens as we walk through the process. Where do the ideas come from? Creative. All creative.\n
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We can easily disregard old customs - we never knew them.\nWe understand the internet\nWe understand the CULTURE of the internet\nWe understand the culture CAUSED by new forms of communication\n
Not an assembly line anymore - each challenge must be approached differently\nThere are MANY more ways to execute a creative idea (geotargeting, video, search, gaming, collaborative creation, billboards, mobile apps)\nthere are MANY more types of media that can distribute that creative idea (TV, pre-roll, YouTube, iPad ads, Display ads, Guerilla marketing)\n
If you think you can be a successful art director because you’re good at concepting and designing, you’re wrong. You need to understand everything.\n
