The future of advertising is moving away from traditional advertising models towards more direct relationships between brands and consumers. New technologies are disrupting traditional advertising spending and enabling more direct purchasing. Going forward, brands will focus on building platforms that provide utility and value for customers through customization, data and storytelling. Successful brands will form partnerships that engage consumers and provide new experiences for connecting and purchasing. The key will be bringing people into advertising marketplaces and facilitating direct intelligence, communication, and involvement between brands and consumers.

1. THE FUTURE OF ADVERTISING ISN’T
ADVERTISING (AS WE KNOW IT)
Gunther Sonnenfeld
Sasha Grujicic

2. BACKDROP:

3. ADVERTISING IS A MARKETPLACE

4. PERSUASION / INFLUENCE$
$
PEOPLE
BRANDS
ADVERTISING
MARKETPLACE

5. PERSUASION / INFLUENCE$
$
PEOPLE
BRANDS
ADVERTISING
TECHNOLOGICAL DISRUPTION

6. AD SPEND BRAND SPEND
(brokered paid media $) (earned & owned media $)

7. SERVICE EROSION
(agency services are being disintermediated...)
“How do we provide value?”
“Hmmm....”

8. HUMAN EXPLOSION(an investment in better resources... sort of.)
“We can make
service products!
(How’s my hair?)”
“Will kick ass for awards...”
“Behold, I am a
digital Jedi.”

9. WHERE’S THE CORE MODEL?
“We need to simplify.”
“We need revenue growth,
not just increased margin.”

10. ...OUTGOING
DIRECT PURCHASING MARKETING & ADVERTISING “CRM”

11. INCOMING...
DIRECT PURCHASING DATA + STORYTELLING BRAND UTILITY

12. DIRECT PURCHASING DATA + STORYTELLING BRAND UTILITY
(“platform”)
(customization)
SCALABLE

13. DIRECT PURCHASING
BRAND UTILITY
(“platform”)
(customization) (partnership)
DATA + STORYTELLING
VALUABLE!

14. DIRECT PURCHASING DATA + STORYTELLING
BRAND UTILITY
(“platform”)
(customization) (partnership)
(agency)

15. SO HOW DO YOU SUBSIST A
MARKETPLACE WHOSE NET
VALUE IS ON THE DECLINE?

16. PERSUASION / INFLUENCE$
$
PEOPLE
BRANDS
ADVERTISING
YOU BRING PEOPLE INTO
THE ADVERTISING MARKETPLACE

17. $
$
PEOPLE
BRANDS
ADVERTISING
MARKETPLACE
$
(REMEMBER THIS?)

18. $
$
PEOPLE
BRANDS
ADVERTISING
MARKETPLACE
$I.E. DIRECT INTELLIGENCE,
COMMUNICATIONS, TRANSACTION,
MEASUREMENT AND INVOLVEMENT

19. 15 REALITIES:

20. BRANDS ARE THE NEW APIs

21. (PAID, EARNED, OWNED AND INTERFACED)

22. SERVICE = INTELLIGENCE

23. (REACTIVE) (PROACTIVE)

24. VALUE IS CONSENSUAL

25. (LET CUSTOMERS DETERMINE YOUR WORTH WITH YOU)

26. STORYTELLING IS ART AND SCIENCE

27. (INBOUND, OUTBOUND, AND ALL THE WAY AROUND)

28. DATA ARE CURRENCY

29. (GOOD INFORMATION WINS IN AN IDEA ECONOMY)

30. MEDIA ARE CONTAINERS, NOT
COMMODITIES

31. (PEOPLE AND INVENTORY ARE ONE AND THE SAME)

32. CONTEXT BEFORE CONTENT

33. (WE DON’T NEED MORE CONTENT. WE NEED MORE MEANING.)

34. (ECO)SYSTEMS, NOT JUST
CAMPAIGNS

35. (YOUR PRODUCT IS AN ONGOING CAMPAIGN...)

36. MARKETING BUILDS MARKETS

37. (PEOPLE BUY THINGS WHEN THEY HAVE JOBS... DUH)

38. COLLABORATION ISN’T
CONSUMPTION

39. (SHARED PRODUCTION & DISTRIBUTION IS KEY)

40. PLATFORMS & PARTNERSHIPS

42. “In today’s landscape, the name of the game is platforms and
partnerships. Platforms must provide the ultimate in gaming,
informational and/or brand utility. Partnerships are about
leveraging consumer and institutional groups that are ready
and willing to participate in experiences which provide
gateways to new forms of connectivity and purchasing power.
The days of forced messaging and static campaigns are over.
As marketers and technology developers, we’ve been forced to
grow up in a really big way. And it’s really exciting.”
Tommy Stephenson, CEO of Heated Details

43. DESIGN IS ‘DIGILOG’

44. (THERE’S NOTHING LIKE INTERACTIONS IRL)

45. EXPERIENCES MATTER

46. (BRAND EXPRESSIONS CAN BE MEDIA AGNOSTIC)

47. EMPATHY RULES

48. (NEED WE SAY MORE?)

49. EXPERIMENT!

50. (INNOVATION STEMS FROM MAKING INCREMENTAL MISTAKES)

51. TO SUM IT ALL UP, IN
TERMS OF VALUE...

52. (INTRINSIC VALUE)
“people as markets” “markets as networks”
(EXTRINSIC VALUE)
data journalism
creative tech
product dev
multi-platform storytelling
neuromarketing
adaptive analytics
scenario planning
content strategy
systems design
partner dev
social engineering
experience design
intelligence design
(cognitive skills)
(sentient & artistic skills)
cognitive skills
‘CAPITAL GAINS’
SOCIAL DEVELOPMENT
CRITICAL THOUGHT

53. (SHARED VALUE!)
“people as markets” “markets as networks”
“scalable marketplaces”
(companies * consumers * co-ops)
(emerging skills & disciplines)
(emerging market opportunities)
(“platform”)

54. QUESTIONS?

55. Sasha: @SashaG
Gunther: @goonth

57. THE BIG PIVOT
by
Gunther
Sonnenfeld,
Sasha
Grujicic
&
Brendan
Howley.
Coming
soon.
How a revolution in data +
storytelling is transforming brands,
markets and economies.
representation: Jeff Kleinman, Folio Literary Management, NYC