Simon Pont addresses The Bookseller Conference, July 9th, on the Southbank. Presentation title: Paradigm Spit. Material addresses how definitions are changing in our digital age, and how marketing practices must move in sync. How might we redefine just what a book is, so that it may evoke story, character, theme, and idea that may transcend physical and digital spaces? Case examples include: The Better Mousetrap and Remember to Breathe. Citations include: Dyson, Digital Music industry, Jaws, District 9, Prometheus and HTC.

1. Terms &
Definitions

2. Paradigm Spit
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

3. Simon Pont Paradigm Spit
The Bookseller July 9th 2013
The internet has taken
tiger-sized bites out of
former paradigms, then
spat the gristle far
across the room.
Simon Pont, Digital State (2013)
“

4. 4
TV
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
Video
“Content”

5. 5
The Limited Edition
“Dyson DC25 Blueprint”
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

6. WE NOW LIVE IN A
“DIGITAL STATE”
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
WHERE WE DO THE SIMPLEST THINGS
DIFFERENTLY

7. 7
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
FROM CASUALTY TO COMEBACK

8. 8
“Without music,
life would be
a mistake.”
Friedrich Nietzsche
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

9. to “advertise” - verb
to call attention to something,
in a boastful or ostentatious manner,
in a public medium
to induce people to buy
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

10. “Never
under-
est...”
Canal+
(2009)
76”
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

11. 11
The intersection of
FUNDAMENTAL STORY-TELLING
PRACTICES...
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
The Future for Brands & Marketing...
and how
DIGITAL MEDIA CAN CREATE
OBLIQUE ENTRY POINTS

12. Toy
Tantalise
Tease
Feed
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

13. The Monster

14. 14
JAWS (1975)
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

15. 15
Robert Shaw & shark
“It made me become
more like Alfred
Hitchcock: to
tease, to make a
the-less-you-see-
the-more-you-get
thriller.”
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

16. Transmedia teaser (2009)
Location: West Hollywood, Los Angeles
DISTRICT 9: BUS BENCHES
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

17. Transmedia teaser (2011)
Location: Bakerloo line, London
LIMITLESS: UNDERGROUND TUBE CARDS
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

18. 18
PROMETHEUS (2012): VIRAL FILMS X3
Viral 2 (April):
“Happy Birthday
David”
Viral 3 (May):
“Quiet
Eye”
Viral 1 (Feb):
Peter Weyland
at TED 2023
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

19. 19
Nick
Jojola's
Extreme
Sports
Skydiving
Docu.
HTC
60”
(2012)
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

20. Digital State (2013)
Publisher: Kogan Page
Category: Non-fiction
20
The Better Mousetrap (2012)
Publisher: Kogan Page
Category: Non-fiction
Remember to Breathe (2012)
Publisher: Urbane
Category: Fiction
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
How can any of the aforementioned be applied?

21. THE BETTER MOUSETRAP(2012)
Publisher: Kogan Page
Territory: World
Category: Non-fiction
THE MARKETING ORBIT
The Better Mousetrap
Spotify Playlist
LoveFilm Movie
Collection*
*With a 1-month free trial
& £15 Amazon voucher on
redemption.
The YouTube Brand
Channel
Slideshare.net
Pinterest
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

22. Simon Pont Paradigm Spit
The Bookseller July 9th 2013
Brand
channel
34
playlists
99 videos

23. 23
30 movie
titles.
1 month
free with
LoveFilm.
£15 Amazon
voucher on
redemption.
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

24. 24
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

25. 25
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
53 pins

26. Simon Pont Paradigm Spit
The Bookseller July 9th 2013

27. REMEMBER TO BREATHE (2012)
www.areyouasamuelgrant.com
Where are they now? comp;
Samuel Grant Questionnaire:
Win a signed copy & „Dinner for
2‟ at The Ivy.
The Short
Uploaded to Vimeo, You
Tube et al from Oct 22;
teaser posters loaded to
Samuel Grant on About Me
The Spotify Playlist
LoveFilm Movie
Collection*
*With a 1-month free trial &
£15 Amazon voucher on
redemption.
Samuel Grant on FB
The Brand Channel
www.youtube.com/meetsamuel
grant
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
THE MARKETING ORBIT
Publisher: Urbane Publications
Category: Fiction

28. Simon Pont Paradigm Spit
The Bookseller July 9th 2013

29. RTB
final
poster.

30. RTB advance posters. Set of 9.

31. 31
What it reinforced...
4 nights for 3 minutes
Cardinal sins:
1. Too long
2. Wasn‟t an ad, wasn‟t cut like a trailer
3. It gave face
But...
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

32. 32
book – noun
portable written or printed
treatise filling a number of
sheets, fastened
together, sewn, or pasted hinge
wise.
Source: Oxford Dictionary
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

33. 33
Simon Pont Paradigm Spit
The Bookseller July 9th 2013
A book: no longer physically limited.
Story: no longer bound to spine or format.
“A book”:
Themes & Ideas...
Character & Narrative...
that can transcend and be non-linear,
across physical and digital space.

34. Paradigm Spit
Simon Pont Paradigm Spit
The Bookseller July 9th 2013

35. ABOUT SIMON PONT
SIMON PONT is a writer, commentator and brand-
builder.
His agency career includes being part of Saatchi &
Saatchi and Naked Communications, the pioneers of
Communications Planning. Hollywood movie
studios, Icelandic investment banks, British
chocolate bars and Middle Eastern airlines figure
amongst his time on the inside of Adland. Formerly
the Chief Strategy Officer at agency network
Vizeum, and an EACA Effies judge, he is currently
enjoying a rather well-timed spell of gardening
leave.Simon Pont is the author of non-fiction titles „The Better Mousetrap: Brand Invention in a
Media Democracy‟ and „Digital State‟, and „Remember to Breathe‟, a novel.
Say hello at: www.simonpont.com