4. „You may have the most
convincing argument in the world,
but if I can’t hear it, nothing can
happen.”
- Dave Trott
5. 4% 7% 89%
Ads which weren’t
noticed at all
Ads remembered
negatively
Ads remembered
positively
6. What is the bigger problem:
perceiving ad negatively
or
not noticing it at all?
7. - one sees our ad
- information transfer
- we ask someone,
to do something
Communication scheme
IMPACT
COMMUNICATION
PERSUASION
8. 89% of ads fail here. Nobody sees them,
we don’t even have a chance to transfer
information or persuade.
IMPACT
COMMUNICATION
PERSUASION
9. In the meantime we care only about
persuasion. But what for, if nobody
sees the ad?
IMPACT
COMMUNICATION
PERSUASION
10. That is why impact should be the most
important part of our ads. The biggest
problem is that ads aren’t being noticed.
Ads for the target audience should be
firstly visible, than relevant. Not the other
way around.
Being remembered positively or
negatively it the secondary issue.
14. How to fail 1:
Assume that
people care about brands
80% of your buyers know little or nothing about your
brand.
People hear Heineken and only one thing, comes to
their mind about the brand - it’s the beer in the
green bottle.
15. How to fail 2:
Assume that people want to
have relationship with your brand
In reality there is no such thing as a loyalty, it’s
unconfirmed fiction. 72% of pepsi drinkers also drink
Coca-Cola. You don’t own customers, you are
sharing them with other brands.
16. How to fail 3:
Assume that your fans are your
most valuable customers
There are not many people, who are fans and the
sum of their spendings is minimal in comparison with
the spendings of people who are buying your brand
only once a year.
17. How to fail 4:
Assume that
everyone wants to participate
Passive consumption of content didn’t die. People
are very lazy. You don’t need to engage customers.
Often it is better to not even do it.
18. How to fail 5:
Assume that people
will find your content
Only 1 in 1 000 000 people are viewing your content
on YouTube.
Nobody is looking for adverts.
19. How to fail 6:
Assume that depth
is more important than breadth
Deep interactions which demand a lot of effort from
the customers and reach small group of people, are
worst than shallow communicates which are directed
towards huge group of people.
20. „Our task is not nurturing enthusiasm
of the few, but overcoming
indifference of the many.”
- Martin Weigel
21. „Marketing is a game of scale. If you
are not scaling your marketing, you
are not marketing.”
- Martin Weigel
25. „I hate how advertising agencies talk
about ideas. Most ad agencies don’t know
an idea in a milion years. They know ad
idea, but they don’t know an idea.”
- Rob Campbell
26. ad idea = an idea
an execution - the
message showed in
some form
the only legal mean to
change the World
regardless of money,
distribution or heritage
28. AD IDEA AN IDEA
Usage of an insight, which tells that
if you are hungry you’re acting
differently and strange - Snickers
Harry Potter books - got a lot of
children started on reading books
Gorilla playing drums - Cadbury
Compass showing where the Mecca
is, in LG smartphone in Males
29. You have a problem > you find an idea > you
advertise a solution.
We shouldn’t advertise a problem.
We shouldn’t make adverts which tell only
about the problem. It’s useless.
30. „Awarness was created by the ad industry
to justify their jobs. I know who Hitler is,
I’m not gonna join nazi youth party.”
- Rob Campbell
32. Christ’s target group?
Males, between the ages of 18-24, from
the big cites, with salary lower than the
average, interested in fishing and
woodworking
No.
34. Brand isn’t created only by clients. It is created
by everyone who knows it.
Reach is the key. Everyone needs to know your
brand. Even people who won’t buy it.
All because our clients should want to position
themselves through our brand.
35. „Half the money I spend on advertising is
wasted; the trouble is I don't know which
half. ”
Hegarty thinks that it’s a mistake.
Why 50% is waisted? Because people who
aren’t clients will see adverts?
This should be our aim!
36. „As a creative person, you have to have a
philosophy. You have to have something
you believe in.”
- John Hegarty
38. True ideas are an expression of self. They are
an individual’s manifesto.
By cooperation (brainstorming for instance)
we can create the 40th episode of The
Simpsons. But not the idea for The Simpsons
itself.
Hegarty doesn’t believe in brainstorming. He
also doesn’t believe in seating on the beanbag
in the conference room.
40. And what is being said during
lectures, which have more than
10 000 views?
41. RTM
Interent of things
Archetypes
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Gamification
Convergence of media
2017 trends
42. We can find tones of articles about topics above. Majority
of them are presenting the same thoughts that aren’t
change anything.
People think, that if thought appears often in a public
space, it means that it has to be true.
43. But in the reality we are talking all the time about the same
things. We are inventing new ways to deceive customers.
In the past, adverts tried to interest people, now we are
trying to place adverts in the places where nobody is
expecting them.
44. 20 years ago ads used only few mediums - TV, radios,
press and outdoor.
Their content was more important than intrusive
placements with very boring messages.
46. RTM
Interent of things
Archetypy
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Grywalizacja
Konwergencja mediów
Trendy na 2017
“Just move me dude.”
- Dan Weiden
VS
47. RTM
Interent of things
Archetypy
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Grywalizacja
Konwergencja mediów
Trendy na 2017
“Adapt your techniques to
an idea, not an idea to your
techniques.”
- Bill Bernbach
VS
48. RTM
Interent of things
Archetypy
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Grywalizacja
Konwergencja mediów
Trendy na 2017
"The real fact of the matter
is that nobody reads ads.
People read what interest
them, and sometimes it's an
ad.”
- Howard Gossage
VS
49. RTM
Interent of things
Archetypy
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Grywalizacja
Konwergencja mediów
Trendy na 2017
"What I’ve always loved to
do is build a brand that’s so
cool that you want to wear
their T-shirt.”
- Lee Clow
VS
50. RTM
Interent of things
Archetypy
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Grywalizacja
Konwergencja mediów
Trendy na 2017
“There is no rivalry between
Google and traditional
advertising.”
- Maurice Saatchi
VS
51. RTM
Interent of things
Archetypy
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Grywalizacja
Konwergencja mediów
Trendy na 2017
“Don’t tell me how good you
make it; tell me how good it
makes me when I use it.”
- Leo Burnett
VS
52. RTM
Interent of things
Archetypy
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Grywalizacja
Konwergencja mediów
Trendy na 2017
“The message is the
medium.”
- John Hegarty
VS
53. RTM
Interent of things
Archetypy
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Grywalizacja
Konwergencja mediów
Trendy na 2017
“People tell you who they
are, but we ignore it because
we want them to be who we
want them to be.”
- Don Draper
VS
54. RTM
Interent of things
Archetypy
Big Data
Storytelling
Cannes
Inbound marketing
Groth hacking
GenZ
Mobile
Branded content
Permission marketing
Omnichannelling
Mobile
Grywalizacja
Konwergencja mediów
Trendy na 2017
“People tell you who they
are, but we ignore it because
we want them to be who we
want them to be.”
- Don Draper
VS
Oh, actually
everybody is
listening to him
56. Sources:
Dave Trott
https://youtu.be/VXsEFr9DHkc
Martin Weigel
https://youtu.be/E6WV-sT8RWE
http://www.slideshare.net/mweigel/how-to-not-fail-16647530?qid=4071add0-
cb50-4943-9697-90edf235c565&v=qf1&b=&from_search=1
Rob Campbell
http://www.slideshare.net/Robertc1970/psfk-conference-singapore-sunshine-presentation-13-
presentation
https://youtu.be/UazdKJPgPos
https://youtu.be/qYV5nPM1hrE
John Hegarty
https://youtu.be/qYV5nPM1hrE