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A conversation about the
                                future of advertising



             @edwardboches
             edwardboches.com




Thursday, February 11, 2010
Part 1
                              Inspiration




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
wenneker’s antlers




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
this was the way to
   build a brand




Thursday, February 11, 2010
Thursday, February 11, 2010
this is the new way




Thursday, February 11, 2010
Thursday, February 11, 2010
Part 2
                              Exploration




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
brands


                               agencies


                              consumers


                                  media


                              technology

Thursday, February 11, 2010
Thursday, February 11, 2010
platform
                              talk value
                              community
                              crowdsourcing




Thursday, February 11, 2010
So
 what is the future of advertising?




Thursday, February 11, 2010
it ain’t                      an ad




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
we used to watch




Thursday, February 11, 2010
now we create




Thursday, February 11, 2010
our relationships with media are
   more complex than ever

Thursday, February 11, 2010
community is our new source of content


Thursday, February 11, 2010
we want to do business with a person


Thursday, February 11, 2010
we possess more power than ever




Thursday, February 11, 2010
and we take it wherever we go


Thursday, February 11, 2010
there’s no such thing as perfect, only perfects


Thursday, February 11, 2010
the mp3 is good enough


Thursday, February 11, 2010
attention is the new scarcity




Thursday, February 11, 2010
once, advertising told stories




Thursday, February 11, 2010
now it’s about getting others to
                              tell our stories for us




Thursday, February 11, 2010
Thursday, February 11, 2010
"We were so overwhelmed with the level of entries and
    range of high-quality creative ideas pitched for the
    brief that we found it impossible to pick one. We're
    certain the two ideas will be a successful campaign for
    the Peperami brand and the legendary Animal."




                                 Peperami marketing manager Noam Buchalter



Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
It’s about inspiring them to
                              actually write and create
                              those stories with us.




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
audience or community?




Thursday, February 11, 2010
what is creative?

Thursday, February 11, 2010
Thursday, February 11, 2010
Better yet, allow the consumer to become
                              the story.




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
and finally, if you do tell stories...




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
this is not easy




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Part 3
                              Transformation




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
Targeting + Creative + Conversation Strategy
                                            will be new formula

                                         Curator/choreographer
                                    will emerge as the new important role

                                 Crowdsourcing will grow in popularity
                                          whether we like it or not

                                  Whoever hires the best digital talent
                                                  will win

                                  Creativity will matter more than ever
                                        since you can’t buy attention




Thursday, February 11, 2010
Thursday, February 11, 2010
audience
                               message
                                  target
                               penetrate
                              media plan




Thursday, February 11, 2010
audience    community
                               message     content
                                  target   inspire
                               penetrate   collaborate
                              media plan   interest plan




Thursday, February 11, 2010
Thursday, February 11, 2010
Thursday, February 11, 2010
thank you.




Thursday, February 11, 2010

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The future of advertising, a conversation