1. HYPER ISLAND MASTER CLASS MODERN MEDIA

2. there’s never a bad time to , however this is a lousy time to text your assistant.
(#HIMC)

3. hello, i’m @darrellwhitelaw i make things @IPGLAB

7. DEEP FOCUS
social storytelling mobile development
co:
growth consulting media exploration

8. disclaimer: my views (and my potentially foul mouth) are my own
now that i’ve appeased legal, let’s move on . . .

9. TO BE THREE YEARS
TOO SOON IS TO
BE BEHIND.
THE TRICK IS TO BE
RIGHT ON TIME.
STEFANO PILATI - CREATIVE DIRECTOR, YSL

10. life in a fully mediated world

11. average marketing messages per day (u.s. consumer)
5000
3750
2500
1250
1960
1990 0
2006
international television and video almanac

13. VALUING
AUDIENCES

16. now what?

17. $16.9B $8.8B 2012 global social media revenue
TOTAL ADS
http://www.gartner.com/it/page.jsp?id=2092217

19. messages connections content
acquire reach discuss shared by reach &
connections connections content connections resonance
reach engagement amplification
www.comscore.com/like

21. there’s no such thing as viral, only good.

23. interesting things are happening

24. Nike #RSVP
http://help-us.nikeinc.com/app/answers/detail/article/twitter-rsvp/a_id/22897#twitter

25. #WARBYWALK

27. engage audiences at all sizes and see results

28. OBSERVING
ENGAGEMENT

29. THE FUTURE IS
ALREADY HERE, IT’S
JUST NOT EVENLY
DISTRIBUTED
WILLIAM GIBSON - AUTHOR

34. your name is just noise, it’s the least of my concerns

35. DEALING IN
DATA

36. .02% is not a success rate, it’s a $#*!%& standard

37. find, buy and engage your most valuable audience

39. SSP, DSP, RTB, DMP . . . WTF?

40. FRANKLY, PLANNERS
WEREN’T HIRED TO
BE TECHNOLOGISTS
OR QUANTS
JOANNA O’CONNEL - SENIOR ANALYST, FORRESTER

41. the future is in the machines

42. (greatly magnified)

43. OVERARCHING BRAND MESSAGE
TARGETING LAYER
STORY 1 STORY 2 STORY 3 STORY 4
TARGETING LAYER
STORY 1A STORY 2A STORY 3A STORY 4A
STORY 1B STORY 2B STORY 3B STORY 4B
STORY 1C STORY 2C STORY 3C STORY 4C
STORY 1D STORY 2D STORY 3D STORY 4D
RETARGETING LAYER
STORY 1E STORY 2E STORY 3E STORY 4E
STORY 1F STORY 2F STORY 3F STORY 4F
STORY 1G STORY 2G STORY 3G STORY 4G
STORY 1H STORY 2H STORY 3H STORY 4H
RETARGETING LAYER
CONVERSION

44. $ $$ $
$$$ $ $$
$$

45. tell better stories

47. when data streams collide

49. thanks
@darrellwhitelaw or dw@ipglab.com if you’re legacy.