Presentation at Ad : Tech China about the future of marketing communications, creativity, social media content management, marketing automation and innovation for brands in Asia and globally. By Zaheer Nooruddin, Head of Digital Innovation for Asia at creative communications agency, GOLIN. Presented in June 2015
4. "Half the money I spend on"Half the money I spend on
advertising is wasted.advertising is wasted.
Trouble is I don't knowTrouble is I don't know
which half."which half."
John Wannamaker
7. Already today:Already today:
Mobile is so captivatingMobile is so captivating
60%60% of youth would give upof youth would give up
TV first.TV first.
Global Mobile Landscape Report 2015
24. No one will click onNo one will click on
ads (or on anything)ads (or on anything)
anymore.anymore.
25. Hire an agency.Hire an agency.
Launch a campaign.Launch a campaign.
Repeat. Repeat.Repeat. Repeat.
Repeat.Repeat.
Repeat.Repeat.
26. "The traditional agency"The traditional agency
is fundamentally brokenis fundamentally broken
when we canwhen we can
crowdsource 20 ideascrowdsource 20 ideas
instead of one."instead of one."
Guy Longworth, Sony PlayStation, CMO
29. Already today:Already today:
9 of 10 consumers9 of 10 consumers
want brands to makewant brands to make
ads that feel likeads that feel like
stories.stories.
34. People don't readPeople don't read
ads. They read whatads. They read what
interests them, andinterests them, and
sometimes it's an ad.sometimes it's an ad.
Howard Gossage
44. "Storytelling is about relationship"Storytelling is about relationship
——
Describing the world of your audienceDescribing the world of your audience
What they care aboutWhat they care about
Where they are trying to get in life.”Where they are trying to get in life.”
Michael Margolis, CEO
50. Aggregate data across channels
and devices in real-time
to gain a single view of each
customer.
Build models that
predict customer preferences,
at scale, cost- effectively,
in real-time.
58. CreateCreate authentic stories at scale,authentic stories at scale,
in many formats.in many formats.
Distribute across fragmentedDistribute across fragmented
channels.channels.
Identify and work withIdentify and work with
advocates.advocates.
65. Use LocationUse Location
to increase the relevance ofto increase the relevance of
content to the consumer.content to the consumer.
Right message, time, place.
66.
67.
68.
69. “The launch of Journey is
an opportunity to shift the way we
communicate online.”
Signaling ambitions to move to multimedia and curated content.
70. Help a Child reach 5Help a Child reach 5
PurposefulPurposeful
71. Make it impossibleMake it impossible
not to share.not to share.
#Creativity #NotDistribution
72. What’s the first thing aWhat’s the first thing a
child says when shechild says when she
learns to talk?learns to talk?