1. The document discusses the impact of new media on communication and creativity in advertising. It analyzes how communication models have shifted from mass to personalized media with more audience involvement and engagement. 2. New media allows for a "third layer" of experiential advertising beyond just announcements, through interactive and social campaigns. This has implications for the structure of agencies and the creative process. 3. Mobile devices are increasingly important communication tools, as they allow messages to reach audiences in opportune moments. New forms of viral, user-generated, and socially enabled advertising are emerging that engage audiences in two-way conversations.

1. Social Media & Communication
Janine Sykes Creative Advertising

2. Aim
To engage in current (academic & industry)
debates, surrounding the impact of new
media on communication and creativity.

3. Link
A History of Advertising lecture focus:
• Impact of technological progress of colour
printing the start of creative advertising.
• Relationship of advertising & newspapers.

4. Take away
• Understand distinctions between mass and new media.
• Understand shifts in aspects of advertising strategy.
• Speculate the implications of New Media on creativity
• Think about impact on the role of the creative
• Create own notes process information

5. What is new media ?
‘…media that work not through persuasion or
impressions but through engagement and
involvement. If we stick with the old [Mass
Media] model, we squander all the
possibilities of the new media ecosystem ‘
(Sutherland, 2009)
Rory Sutherland, former president of the IPA
and Vice Chairman Ogilvy UK

6. Need to break with a past media ‘model’

7. Back to the beginning
• 1880s colour illustrations
 Lever’s context (b1851) reproduced in magazines.
Height of the Empire.  1885 Lever Bros est.
International trade
• 1890s reproduction of
 International exhibition.
Prompted large-scale paintings possible.
colour printing. • Beginning of creative
 Ad boom 1860s fuelled by advertising boom
tax reliefs • Colour posters [art] & soap
 Pre-packaging technology for the masses
1860s
Lord Leverhulme (1920) Augustus John,
Oil on canvas, Lady Lever Gallery

8. Advertising Strategy Emotive
• Required speaking to the masses
• Global print campaigns
• Imagery of Britannia & Royalty suited all domestic and
imperial markets
• High-feeling strategy

9. High Feeling Strategy Today
• Remember Reach Campaign (2010)
• Collaboration AgencyTwoFifteen and AKQA
• Launch film Birth of a Spartan announce Reach Beta.
• Interactive website robot creates light sculpture Spartans
• Each pieced spot represents a person (image)
• 3 x films prior and 4th film released after site debut
• Doomed planet (films) 700 million Spartans fight to end
• High-feeling strategy: loss, hope & remembrance
• Break with past: audience involved emotionally,
creatively and part of ads
• (creativity-online.com, Diaz, 2010)

10. Old & new communication models
• Old: transmission new media based
• Transmit ideas to an on...(ICTs) such as the
audience internet and cell
• New: cybernetic phones, invite us to
think in exciting new
• Engage with an
ways about advertising,
audience as an industry and...
• Via computer communication process
(mediated (Spurgeon, 2008)
communication) CMC.

11. New Media Model
• Advertising & New Media (Spurgeon, 2008)
• Shift from Mass to My media
• More targeted (mobile)
• Audience involvement:
• (a) voluntarily passing viewing ads (virals)
• (b) creating spoofs or filming events
• More personalised

12. Viral; unpaid Advertising
• One distinction between old & new media
• Voluntary viewings (video viewings online)
• Forced viewings (TV or Print)
• Definition 'unpaid peer-to-peer communication of
[provocative] content originating from an
identified sponsor using the Internet to persuade
or influence an audience to pass along the
content to others’. Southgate, et al, 2010, p350.

13. New way of communicating
 Truth Matters Campaign
 50,000 Client The independent
 James Murdoch news
 May elections 2010
 Sent to friend
 Virals (ads) becoming part of our
conversations
 BMB after labour account
 Entertaining creative = old
 New = dialogic
 From talk about to talk with Trevor Beattie (BMB)
Hello Boys & FCUK

14. Two Conversations
 Three Little Pigs viral 992
 Ref recession & riots
 Agency BBH
 Client The Guardian
 TV & Print
 Celebration of NM itself;
citizen journalism, open
platform collaboration.
 Idea ‘transform brand’
from old mass media to;
global news hub.
 ‘modern news is dynamic,
participative with open
dialogue’ (Gonsalves,
2012) Head of Strategy,
BBH London

16. Conversation three
Invisible Children campaign
• R4 ICC Congo warlord
Lubanga guilty 30yrs
• ‘The ICC … first arrest warrant
in 2005 … Joseph Kony
www.bbc.co.uk (2012)
• March 5th released
• 3 days 26 m views. 5th 63 m
• Oprah Winfrey tweet 5th Mar
• 9.7m followers
• ‘the most successful
manipulation of our new media
ecosystem to date’ (Naughton,
2012)
• NM changing teaching &
learning

17. Communication buzz
Pre –testing propagation
Indicate (surveys) likelihood to pass on or
recommend.
Dependent on seeding, scale of placement
Findings by Southgate, et al, 2010
Hegarty, 5th March 2009 ‘What makes good
work Xbox pre-test propagation (viewings &
feedback) later banned TV. Viral success.
T-partay 5.8 m front page news NY Times

18. Cybernetic communication model
Cybernetics is the study of systems.
Can be applied to any system such as
mechanical, biological and more complex
social systems.

19. Cybernetic Model of advertising communication
(Miles, 2007)

20. Beattie The Big Creative Idea
• Internet biggest idea since the wheel
• Enables lots of small ideas to circulate
• ‘that combination of a trillion little ideas is in itself
the biggest idea there is...I think we are at the
most interesting point of communications history
ever...’ (2010, LCA)
• More is more
• Digital media convergence opens up
opportunities for creatives. E.g Moon

21. Viewer-generated content
• Case-study Coke-Mentos
• Viewer-generated advertising worth US$10
million to Mentos ‘more than half its annual
advertising budget’ (Spurgeon, 2008, p1)
• New media threatens the top-down
communication model
• Audiences are actively managing media culture

22. Creating a dialog
• Paul Burns (TBWA) ‘talking with audience’
• 40 million
• Old Spice
• Responding to a Tweet
• The making of Old Spice: copywriter & art
director Craig Allen & Erik Kallman W & K
• Tweetedia

23. 10 reasons why this is the best time
to be in advertising
• An audience with Sir John Hegarty, 25.3.10
• No. 1 Agencies can innovate e.g NYC tourism campaign
• The idea character of NYC = street culture= street
musicians.
• Linked 2 campaigns 'Dig Out Your Soul'. New album
tracks released to NYC street musicians to play
• Announcements made websites with Google maps
• Performances video recorded (fans) & uploaded YouTube.
• Caused buzz music press = global
• Creatives collaborated directly with NYC street
musicians
• TA helped to create & distribute content

24. Audience judges creativity
• November 2010
• Departure from
conventional advertising
awards
• YouTube Ad of the Year
chosen by viewers
• Panel of judges shortlist
the most creative and
innovative ads
• Embrace Life (winner)
E

25. The Third Screen
• Mobile phones will soon
become the greatest tool
for persuasion, more so
than any other medium
for advertising. (Fogg,
2003)
• Fastest growing markets
in the creative industries
(Mobile Learning
Conference 2009 1st Dec,
2009, London)

26. The Kairos factor
• Fogg (2003) primarily due to their kairos factor:
• The principle of presenting the desired message
at the opportune moment.
• Location
• Routine
• Goals
• Tasks
• Okazaki article (2009)

27. The Promise of Mobile
• In 10 years, virtually the entire media ecosystem
has changed...and nowhere is the drive
happening any faster...with the third screen
(Precourt, 2009, p1)
• Mobile advertising will become the fastest
growing promotional channel
• The world’s most ubiquitous computer
• JAR (2009)

28. What is the impact of new media ?
• On the advertising agency  Social Media Week Feb
• Industry debate. 2012 Brass (Headingly)
• Mashup 09  Defining the Future of
Creative Services
• “Structuring the company
17th Feb 2012 Creatives
to be social from the inside
channel IPA website.
is necessary’ Patrick
(2009)  ‘Advertising is such a
http://blog.mashupevent.co limiting title now' Andy
m/ Fowler (ECD) Brothers &
Sisters
• Digital creatives (third role)
Impact NM a third layer
• Work with AD CW communication

29. Putting brands in people’s hands
 Philosophy of Brothers and Sisters
 No Medium is dying e.g. Print
 Media different role in a ‘narrative’
 Traditional ‘announcements’
 Levis Go forth beautifully crafted photography
 Wrangler jeans interactive site like Remember
Reach
 NM up-close and tactile
 Craft creatives more important than ever
 Golden age

30. Levi’s Go Forth Campaign
 Highly crafted film &
photography
 Website
 Global Go Forth Campaign
 Wieden & Kennedy
 Launch film Facebook
 Cinema, then TV
Print ads photography
Ryan McGinley

31. Photographer Jeff Luker

32. Photographer Ryan McGinley

33. Future
 Nike as the future = digital sport
 Give people tools
 To make life more enjoyable
 Google & Facebook model
 Nike plus – how run record
 Nike grid – training aid into ‘game’
 London transformed game-board postcodes runs
recorded & compared against others
 Overlay of experiences

34. Fowler’s conclusion impact of NM
 Pre-NM (1) Announcement
 Talk to audience told them to buy (2) product

35. Middle Layer
 Announcement old Media
 The experience Middle Layer New Media
sample product in a virtual way
 Product

36. Creatives creativity
big ideas remain important
Craft remains important

37. New model of Creativity
• Larger teams • Hegarty & Beattie
• Collaborative (2010)
creativity (Sawyer, • Shift
2008) • Case Study
• ebrainstorming • Giant Hydra
• Collaborative online
Creativity: eStudio
• Omnium project

38. I deeply respect … Bernbach’s idea of pairing art
directors and copywriters...
but it’s flawed for modern times...
Today a campaign could include anything from an
interactive game, to a social media platform, to an
online show, to an interactive television commercial
on Twitter.
It’s our job as agencies to be open to new
combinations, new methods...
Mass is More, by Ignacio Oreamuno
President of Giant Hyrda

39. Online Conversations (dialogic)
• Conversation leads
to flow, and flow
leads to creativity
Sawyer (2008) p43.
• Research shows the
design process is
enriched by online
conversation rather
than just relying on
visuals.

40. Creative elearning
• Own research COC
• Creative advertising students
• Professional advertising creatives
(LQ10) Do you agree that the discussion forums and chat
rooms are appropriate spaces for supporting ideation?
65% of Level 4 agreed, whereas only 33% of Level 6
agreed, giving an overall total 49%.
(PQ8) Are discussion forums and chat rooms (as well as
face-to-face) supportive to collaborative brainstorming
and idea generation activities within the agency studio?
81% positively.

41. enhanced advertising
• Ciarallo, J (2012)
• Takes the best of:
• Print (magazines) ads large- format imagery
• TV ads video content
• Email marketing (guaranteed delivery)
• Newspaper ads (locally tailored and delivered content)
• Social (world's social graph) flexible advertising offering

42. Facebook Reach
n Reach generator
n Re-launched advertising
platform (Feb, 2012)
n Content and ads same
n Socially enabled ads
n Paid posts reach 75%
fans monthly
n More than doubling reach
• More Engagement
n Exposing posts to friends
n Who in turn will engage

43. Facebook's Social Brands
 Timeline introduced
 Imagery, video,
games and text
 Customer service
option one-to-one
communication with
brands possible.
 Buddy Media

44. Brass Got2b Social
 Andrew Brown Media
studies web design
 Largest independent
outside London
 Social Strategy D&AD
Got2b hair product
 YouTube product
demonstration
 Birdboy Parkour free
running athlete.
 Invited to London to
Parkour Jam
 Created filmed placed on
Got2b YouTube channel

Birdboy generated an online buzz.

45. Social Ribena
• Goodness & British
provenance
 Reach beyond old media
 People make content
 Creatives provide
opportunity
 Competition Ribena farm
holiday
 Film family activities Berry Mixer web music app
 Place Facebook Mumsnet New campaign competition free
music downloads and festival tickets
 Brass case study

46. Impact of NM Conclusions
1. Shift from old to old & new media
2. Entertainment more enhanced
3. Blurring communication, entertainment, education
creators, producers, consumers & professional roles
4. New models communication, creativity & agencies
5. Third layer experiential, engaging, social & tactile
6. Golden age of creativity – embrace it.
7. New skill-set work collaboratively on and off line
8. Creatives LCA Ad, Photo, Fashion, DFGA, Graphics
9. Old Media had a beginning. Narrative of New Media open.

47. Thank you for listening
You are welcome to download
Moodle
Enjoy

48. Bibliography
• Gonsalves, J. ‘How The Guardian And The 3 Little Pigs Hope To Keep The Wolf From The Door’ BBH Labs 2nd
March, 2012 [online] http://bbh-labs.com/(accessed (15th March 2012)
• Naughton, J (2012) ‘After Kony, could a viral video change the world?’ The Guardian 10th March
http://www.guardian.co.uk/world/2012/mar/10/kony-viral-video-change-world?newsfeed=true [online] accessed
16th March 2012
• Fogg, B. J. (2003) Persuasive technology: using computers to change what we think and do
• Spurgeon, C. (2008) Advertising and New Media
• Okazaki, S, (2009) ‘Social influence model and electronic word of mouth’ In International Journal of Advertising
• Precourt, G. (2009) ‘The Promise of Mobile’ In Journal of Advertising Research
• LSN MoleNET (Mobile Learning Network) 2009 Conference, London
• BBC The Cost of Free The Virtual Revolution, BBC Two, (February 2010)
• Oreamuno, I (2010) Mass is More
• Sawyer K (2008) Group Genius Basic books
• Giant Hydra http://gianthydra.com/home.php <accessed 12/10/10>
• BBC News (2012) ICC finds Congo warlord Thomas Lubanga guilty 14th March [Online]
http://www.bbc.co.uk/news/world-africa-17364988 (accessed 15th March, 2012)
• Sir John Hegarty 5th March, 2009 & March, 2010 (BBH) Leeds College of Art
• Trevor Beattie 30th April, 2010 (BMB), LCA.
• Diaz, A (2010) ‘Behind the Work: Remember Reach’ http://creativity-online.com/news/behind-the-work-remember-
reach/145535 (Accessed 15th March 2012)
• Fowler, A (2012) Putting Brands in People’s Hands http://www.ipa.co.uk/Content/Creatives-Channel (accessed
15th March 2012)
• Ciarallo, J (2012) ‘Facebook Re-launches its Advertising Platform, Puts Pages at Centre’ Buddy Media (Online)
http://www.buddymedia.com/newsroom/2012/02/facebook-re-launches-its-advertising-platform-puts-pages-at-
center/ February 29th (accessed 15th March, 2012)