Fallon Brainfood: (Teaser Excerpts) UofM Communicators Forum

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Teaser excerpts on "the future" of media. Aki Spicer, strategic planner at Fallon Worldwide, presents the keynote address to University of Minnesota Communicators Forum on June 25, 2008. More info http://www.facebook.com/event.php?eid=18323107084.

Technology Education

University of Minnesota Communicators Forum
“The Matrix,quot; or Communicating in a Web 2.0 World
Teaser excerpts from Aki Spicer Keynote
June 25, 2008

Copyright ©2008 Fallon Worldwide. All rights reserved.

1

“The future is here.
It’s just not evenly distributed yet.”

William Gibson
Writer and Futurist

Copyright ©2008 Fallon Worldwide. All rights reserved.

2

The problem with judging the future: we can
only evaluate it in context of our immediate
past.

Copyright ©2008 Fallon Worldwide. All rights reserved.

3

…this is why today’s automobile is still valued in
“horsepower”.

Copyright ©2008 Fallon Worldwide. All rights reserved.

4

Consider that our early motion pictures were
developed using the language and conventions of
the stage shows which immediately preceded it.

Copyright ©2008 Fallon Worldwide. All rights reserved.

5

…early television was first operationalized as
merely radio vaudeville, brought into our living
rooms.

Copyright ©2008 Fallon Worldwide. All rights reserved.

6

Every new media is hostage (at first) to the
expectations of old media.

Copyright ©2008 Fallon Worldwide. All rights reserved.

7

This is why the best offering on Joost,
interactive TV, is vintage episodes of old TV.

Copyright ©2008 Fallon Worldwide. All rights reserved.

8

And in this age of unbridled access and
participation, the model for mass interactivity
is still a souped up game show.

Copyright ©2008 Fallon Worldwide. All rights reserved.

9

“We look at the present through a rear-view
mirror. We march backwards into the future.”

Marshall McLuhan

Copyright ©2008 Fallon Worldwide. All rights reserved.

10

This is the dilemma that today’s advertisers
find themselves: c/rudely imposing old rules
upon a new game.

Copyright ©2008 Fallon Worldwide. All rights reserved.

11

And so, expect that we are always
underutilizing the fullest potential of
tomorrow’s technology until we can completely
sever our old expectations.

Copyright ©2008 Fallon Worldwide. All rights reserved.

12

The social media opportunities for your brands
will not be unlocked without some radical
shifts from the old way of communications.

Copyright ©2008 Fallon Worldwide. All rights reserved.

13

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