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                      vertis
                   Ad
           re of
      Futu
The
            F?
          T
        W
Hello.        Logic + Emotion
David Armano
                                    darmano.typepad.com
Sr. Partner, Dachis Corp
                                               @armano
dachiscorporation.com
The future of advertising?
W…T...F
is going on?
How should I know?
(I used to design websites)
The Future of Advertising. WTF?
The Future of Advertising. WTF?
The Future of Advertising. WTF?
But…
here.
                    veryw
                  e
         ns are
  he sig
T
The Future of Advertising. WTF?
The Future of Advertising. WTF?
Agency models are broken.
assembly line
silos
production
pens.
     e hap
    g
Chan
Craig is the new David,
 Goliath is in trouble.
With over thirty million new classified advertisements each month,
    Craigslist is the leading classifieds service in any medium.
                               ~Wikipedia
From the makers of
subservient chicken
The Future of Advertising. WTF?
What? No Flash Microsite?
The Future of Advertising. WTF?
The new copywriters &
    art directors?
Everybody
From Passive Consumption To Active Participation
The Future of Advertising. WTF?
100 people
100 blogs, twitter accounts,
 facebook pages, etc. etc.
The Future of Advertising. WTF?
It’s the me-conomy, stupid
The Future of Advertising. WTF?
Everyone will have their 15
megabytes of micro-fame.
Ok. Stay calm.
The Future of Advertising. WTF?
Screw that.
The Future of Advertising. WTF?
applications
The Future of Advertising. WTF?
ideas
advertising agency, Crispin Porter + Bogusky,
“Our
  said it was time to bring back the Rabbit name.”
interactions
…and micro-interactions
service
The Future of Advertising. WTF?
conversations
The Future of Advertising. WTF?
entertainment
The Future of Advertising. WTF?
products
The Future of Advertising. WTF?
goodwill
The Future of Advertising. WTF?
community
The Future of Advertising. WTF?
theatre
The Future of Advertising. WTF?
The future of advertising?
The Future of Advertising. WTF?
amiliar?
                m ore f
       ething
Or som
Viral videos
The Future of Advertising. WTF?
Don’t bet on it.
The Future of Advertising. WTF?
a v io r .
             i s beh
    future
The
Source: Wikipedia Complex-adaptive-system.jpg
adaptive behavior
(organizations + individuals)
h r iv e .
                                   d a p t. T
                    a v io r . A
             ce beh
In flu e n
The Future of Advertising. WTF?
h e a r ts ).
                  s (a n d
       e m in d
C hang
The Future of Advertising. WTF?
FTW
The Future of Advertising. WTF?
Thank You.
David Armano
Senior Partner, Dachis Corp // dachiscorporation.com
darmano.typepad.com // @armano




                                           tising.
                                      Adver
                                    f
                     ture o
              The Fu
                             F?
                          WT

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The Future of Advertising. WTF?