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THE FUTURE OF ADVERTISING...




       @creativesocial
“Social media isn’t a fad,
it’s a fundamental change in the way we
              communicate”
        Erik Qualman, Socialnomics
What is the purpose of brand?
“Brands only exist because they help
consumers make buying decisions without
      using too much brain power”
       Robin Wight, Engine Group
Is it still all about the big idea?
JAPANESENESS
     +
TECHNOLOGY
     +
  PRODUCT
Have we been targeting the
      wrong people?
www.exactitudes.com
Are agencies set up for this
      new landscape?
Art Director + Copywriter
Art Director + Copywriter
Art Director + Copywriter


Other specialist      Creative

                                   IA/UE
   Technologist

                                 Planner
       Social Media
        Specialist
Art Director + Copywriter


Other specialist      Creative

                                   IA/UE
   Technologist

                                 Planner
       Social Media
        Specialist
Art Director + Copywriter


Other specialist      Creative

                                   IA/UE
   Technologist

                                 Planner
       Social Media
        Specialist
Art Director + Copywriter

 Search        Creatives
specialist
                             IA/UE
Technologist

                           Planner
    Social Media
     Specialist
OTHER CHARACTERISTICS OF
THE AGENCY OF THE FUTURE
Social at its core
[Providing ideas that people can belong to]
Return to full service
[Strategic Media and Creative thinking can no longer sit in silos]
Connection back to people
 [Ban the word consumer. We are speaking to people like ourselves]
More strategic suits
   [Planning should not sit in a silo]
Independent spirit
   [Flexibility to do it your way]
Egoless
[Ideas can come from anywhere]
Collaboration
[Internally. Other Agencies. Media Owners. Customers]
Profero London       Anomaly NY




Iconmedialab Milan   W&K London
“But aside from the creatives, the crew and the performer, this
seemingly 'simple' thing is the product of a team of people who
came together in a way that I've personally never witnessed
before. The social media guys who figured out the who and
where, spotting the opportunities, pulling out the gems and
putting them cleverly back into the world. The tech guys who
pulled together a super smart workflow system which
underpinned this production. The editors who edited all that stuff
as it happened. All the people around the set. The account
people. Planners. Media folk. PR. All working in real time to
produce and distribute internet-primed content of amazing
quality. And you'd imagine that this kind of thing would require a
great producer to pull off. And you'd be right.”
Ian Tait, Wieden & Kennedy
Being good
  [Strong values.]
A new financial model
  [Sharing own risk and reward. Creating own IPR]
THE FUTURE OF ADVERTISING..


   .....IS NOT ADVERTISING
“We need to move from a world where we are marketing
 to people to one where people are marketing to each
                 other on our behalf”
                      Mark Earls
www.delicious.com/danielefiandaca/bnd2011

Daniele Fiandaca
@yellif
@creativesocial
danielefiandaca@me.com
www.creativesocialblog.com

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The Future Of Advertising