Guest lecture on digital communication strategies in a disrupted landscape. Copenhagen Business School February 17 2017

1. Old
habits
die
hard.
Tobias Enné
CBS, February
17th

2. First things
first.

3. Hello.

4. Tobias
Enné
Head of
Digital
Primetime

5. Proud
podcast
owner.

6. Today’s
lesson.

7. Disruptive
innovation?

8. New
technologies?

9. It’s all
rumours.

10. Somebody’s
lying.

11. But first…

12. Remember
these
guys?

13. Today it’s
all about
these guys.

14. All about
flash.

15. All about
help.

16. Say hi to
Lars
Bastholm.

17. Case
Pedigree
Found
https://
www.youtube.co
m/watch?
v=FIolSJtkXMU

18. Future
agencies are
problem
solvers. Not
ad agencies.

19. Case
Field Trip To
Mars
https://
www.youtube.com/
watch?
v=a_bSOwFWu-A

20. The rise of
’new model
agencies’.

21. The rebel
alliance.

22. Our business
is infested
with idiots
who try to
impress by
using
pretentious
jargon.
David Ogilvy

23. Technologies
change.
People don’t.

24. ”Art
challenges
technology,
and
technology
inspires
art.”

25. Case
Deadzone
Diners
https://
www.youtube.co
m/watch?
v=Yw0dQt_6nQ
U

26. The human
touch.

27. But make
no mistake.
It’s still
business as
usual.

28. OK. So
maybe
they’re not
lying to you.

29. The future
creative is
the hybrid
creative.

30. Disruption
and new
technologies
will never
change basic
behavioural
mechanisms
and human
emotion.

31. ”The two
cultures.”

32. Arts and
sciences are
one because
they are
human.

33. Don’t be fooled by jargon.

34. Communication doesn’t care
about technology.

35. Future creatives are hybrid
creatives.

36. Future agencies are not ad
agencies. They’re problem
solvers.

37. So that was
today’s
lesson.

38. ?