Here's the on-screen portion of the presentation I gave to the Greater Dayton, OH AdFed on May 6, 2010. "Curating the future" speaks to how and why marketers need to evolve, with specific emphasis on curating content from empowered consumers. Many of the images and words are clickable, so hover over to reveal links. Please note I do not hold rights or copyright to many of the images--please click on the attribution links or the images themselves to reveal their source and authors. The original presentation lasted 45 minutes. And enjoy!

1. Creative Commons Attribution & Non-Commercial License
Curating
the future
How words, images and technology are mutating
advertising and marketing for the better
A presentation for the Greater Dayton Ad Fed | May 6, 2010

2. Image by stratosphaerenlieder via Flickr | creative commons

6. Image by renejacq via Flickr | all rights reserved
Curating the future:
Getting from there to here
to there again
Thinking about a way to think
One specific action

7. Our industry
is on a journey.
Image by leonandloisphotos via Flickr | Creative Commons

8. U.S. Agency Revenue Annual Growth Rate
(7.5% decline to $28.4B, worst in 66 years)
10%
5%
0
-5%
-10%
2001 2002 2003 2004 2005 2006 2007 2008 2009
Source: AdAge Agency Reports (includes advertising, marketing services, media, health care, public relations),
published April 26, 2010

9. Computing Cost Performance
(1992-2008) a.k.a. Moore’s Law
1000
$222
$ per 1 MM transistors
100
10
1
1992 2000 2008
0
$0.27
Shift Index - Deloitte Center for the Edge | And thanks to Faris Yakob

10. Storage Cost Performance
(1992-2008) a.k.a. Kryder’s Law
1000
$569
$ per Gigabyte (GB)
100
10
1
1992 2000 2008
0
$0.13
Shift Index - Deloitte Center for the Edge | And thanks to Faris Yakob

11. Distribution Cost Performance
(1930-1997) related to Gilder’s Law
1000
$300
Cost of a 3 minute phone call
in constant 1996 dollars
100
10
1
1930 1997
0
1998 Australian Broadcast Corp “Living With Globalisation” report | And thanks to Faris Yakob

12. Media Outlet Diversification
(1900-2010)
GOOGLE
NETWORK TV
Number of media channels
CABLE
1000
PRINT
500
1
1900 1950 1995 2010
0
Approximation of Millward Brown’s “Media Evolution”, courtesy Adliterate | And thanks to Faris Yakob

13. The Internet
begat Empowering Technology
begat Empowered Consumers
Ergo, the “good enough” revolution
(a.k.a. “How hard can it be?”)
Meanwhile: Boomers vs. Millenials
And: “Always on” media channels (e.g.
Twitter breaks news now)
=
The condition our condition is in.

15. Who do we
bring along
with us?
Image from Hitchhiker by Simon Reeves

16. Image by jibbyimages via Flickr | Creative Commons
What skills
should we pack?

17. How do we
prepare
for where
we’re heading?

18. “There’s never going to be
a worldwide brand built by
advertising ever again.
And there may never be a job
like that job you used to have either.
Revolutions are like that.
They invent and destroy
and they only go one way.”
– Seth Godin

20. Image by renejacq via Flickr | all rights reserved
Curating the future:
Getting from there to here
to there again
Thinking about a way to think

21. From the mind of Zeus Jones | Adrian Ho | all rights reserved

22. I’m in the midst of aggregating and assessing
the results of an industry poll I developed around
the definition of the “modern” creative director.
Here are some preliminary results.

23. Q. The primary responsibility of an
advertising and marketing Creative Director
in 2010 is leading clients towards “big ideas.”
SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents

24. Q. The primary responsibility of an
advertising and marketing Creative Director
in 2010 is leading clients towards “big ideas.”
A.
YES
70%
30%
NO
SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents

25. Q. Can a Creative Director work entirely within the
confines of Technology and still be considered a
Creative Director?
NO.
WRONG TITLE
SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents

26. Q. Can a Creative Director work entirely within the
confines of Technology and still be considered a
Creative Director?
“Yes, if their output clearly includes design and writing.”
A.
16%
YES, IF...*
19%
NOT SURE
39%
ABSOLUTELY
WITHOUT 7%
RESERVATION “T.D.”
“Why not just call that role a Technical Director?”
20%
NO.
WRONG TITLE
SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents

27. Q. Please rate these advertising and marketing
skills in terms of their importance to being
a modern Creative Director.
LEAST IMPORTANT MOST IMPORTANT
ABILITY TO CURATE 3% 3% 28% 66%
TEACHING & MENTORING 3% 11% 26% 60%
CONSUMER STRATEGY 6% 6% 31% 58%
SALESMANSHIP 4% 7% 38% 51%
DIGITAL PRODUCTION 8% 32% 49% 11%
FILM PRODUCTION 11% 33% 49% 7%
WEB CODING 47% 29% 15% 8%
GRAPHIC DESIGN 1% 28% 46% 25%
WRITING 4% 13% 45% 38%
MEDIA STRATEGY 6% 20% 45% 30%
ART DIRECTION 3% 11% 44% 42%
PRINT PRODUCTION 31% 44% 15% 10%
BUSINESS STRATEGY 8% 29% 44% 18%
SOCIAL WEB TECH 4% 32% 42% 22%
SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents

28. “We are professional content makers who charge a
lot for what we make. We are surrounded by a
growing ocean of amateur content makers who
are giving it away for free. What we make had better
be friggin’ great or we are not long for this world.”
—anonymous comment to previous question
SURVEY: Defining the Modern Creative Director | SurveyMonkey| April 2010 | 72 respondents

29. In other words:
It’s difficult to
“think different”
if you don’t
think differently.

30. I’ve been lucky to collaborate with two smart
people in teaching the “Future of Advertising”
class at MCAD this past Spring. They’ve helped
me understand how to think about and frame
the idea of a modern ad campaign.

31. Paul Isakson
Joseph Rueter

32. Thinking about a way to think
about modern campaigns:

33. Thinking about a way to think
about modern campaigns:
1. coherent, not consistent

35. Thinking about a way to think
about modern campaigns:
1. coherent, not consistent
2. can launch from anywhere

36. “...they decided to
let their customers
shape the meaning
of that tagline.”

37. Thinking about a way to think
about modern campaigns:
1. coherent, not consistent
2. can launch from anywhere
3. agile planning & production

40. Thinking about a way to think
about modern campaigns:
1. coherent, not consistent
2. can launch from anywhere
3. agile planning & production
4. don’t end, just keep evolving

41. Hours of video uploaded
every 60 seconds
30
24
Hours
10
5
June 2007 March 2010
0
YouTube report

44. Image by renejacq via Flickr | all rights reserved
Curating the future:
Getting from there to here
to there again
Thinking about a way to think
One specific action

45. The act
of curation
LEAST IMPORTANT MOST IMPORTANT
ABILITY TO CURATE 3% 3% 28% 66%

46. Image by crockerart via Flickr | all rights reserved

47. Image by mybloddyself via Flickr | creative commons

49. How does curation apply to
marketing & advertising?

50. Curation = taste-making

51. Curation =
filtering
+relevance

52. Image by lostechies.com
Curation = advocacy

53. Image by Ben Heine via Flickr | creative commons
Curation =
added value

54. Image by shhexycorin via Flickr | all rights reserved
Curation
empowers
customers, partners
and audiences

55. Image by Redteam via Flickr | creative commons
Curation
helps you
keep an eye
on the edge

56. Image by tigerebel3 via Flickr | all rights reserved
Curation
spurs
more ideas
(not less)

58. Image by renejacq via Flickr | all rights reserved
We’re on a
journey forcing us
to evolve from our
comfort zones
Modern campaigns
give us a construct
to succeed in this future
Curation provides
a specific way to take action

60. Creative Commons Attribution & Non-Commercial License
Thank you
tbrunelle.extendr.com
@tbrunelle