How Marketing Used to Work

HOW MARKETING USED TO WORK....

It used to be so very easy(it wasn’t even that long ago)

T.V. PRINT

RADIOOUTDOOR

The client chose which medium or combination

of mediums they wanted tocommunicate through......

and then the...

CLIENT

generated the marketing

STRATEGY

turned it into a

and gave itto multiple

BRIEF

AGENCIES

who all sent in their..

PITCHES

PITCHES PITCHES

PITCHES

PITCHES

PITCHES PITCHES

PITCHES

and the client chose the pitch that was most

on brief (and looked prettiest)

Finally... the campaign was produced for the

chosen mediums.(and everyone celebrated with a glass of

scotch, or so Madmen would have us believe)

RADIOPRINT

CREATIVE

And for 60 years thats the way it worked.

Why?

Because the mediums...

NEVER CHANGED(the same message pumped out to

everyone through the same channels)

T.V.

RADIO

PRINT

OUTDOOR

This simple structure was

the foundation of the marketing

industry. The only change was the

strategy and creativity in each

campaign.

T.V. RADIOPRINT OUTDOOR

CLIENT

STRATEGY

BRIEF

AGENCIES

CREATIVE

This simple structure was

the foundation of the marketing

industry. The only change was the

strategy and creativity in each

campaign.

T.V. RADIOPRINT OUTDOOR

CLIENT

STRATEGY

BRIEF

AGENCIES

CREATIVE

This simple structure was

the foundation of the marketing

industry. The only change was the

strategy and creativity in each

campaign.

T.V. RADIOPRINT OUTDOOR

CLIENT

STRATEGY

BRIEF

AGENCIES

CREATIVE

This simple structure was

the foundation of the marketing

industry. The only change was the

strategy and creativity in each

campaign.

T.V. RADIOPRINT OUTDOOR

CLIENT

STRATEGY

BRIEF

AGENCIES

CREATIVE

So what the hell

happened?

In a word....

DIGITAL

Digital slowly replaced the four core pillars of the

marketing industry...

T.V. RADIOPRINT OUTDOOR

CLIENT

STRATEGY

BRIEF

AGENCIES

CREATIVE

Degrading the solidity of the

structure...

T.V. RADIOPRINT OUTDOOR

CLIENT

STRATEGY

BRIEF

AGENCIES

CREATIVE

Until the entire process..

T.V. RADIOPRINT OUTDOOR

CLIENT

STRATEGY

BRIEF

AGENCIES

CREATIVE

Collapsed upon itself.

T.V.

RADIO

PRINT

OUTDOORCLIENT

STRATEGYBRIEF

AGENCIES

CREATIVE

T.V.

RADIO

PRINT

OUTDOORCLIENT

STRATEGYBRIEF

AGENCIES

CREATIVE

Leaving behind an industry without a

solid spine.

T.V.

RADIO

PRINT

OUTDOORCLIENT

STRATEGYBRIEF

AGENCIES

CREATIVE

So what to do when your

spine has been ripped out?

Build a new one, a better, faster, stonger spine!

(just like the 6 million dollar man)

Build a new one, a better, faster, stonger spine!

(just like the 6 million dollar man)

Beginning with client and agency

expertise...

STRATEGY

BRIEF

CREATIVE

DIGITAL MEDIA PLATFORMS

CUSTOMER & BUSINESS EXPERTISE

+CLIENT AGENCY

DIGITAL & STRATEGY EXPERTISE

together, formulating the

strategy...

STRATEGY

BRIEF

CREATIVE

DIGITAL MEDIA PLATFORMS

CUSTOMER & BUSINESS EXPERTISE

+CLIENT AGENCY

DIGITAL & STRATEGY EXPERTISE

Identifying digital

platforms...

STRATEGY

BRIEF

CREATIVE

DIGITAL MEDIA PLATFORMS

CUSTOMER & BUSINESS EXPERTISE

+CLIENT AGENCY

DIGITAL & STRATEGY EXPERTISE

Which enable the brief and

creative.

STRATEGY

BRIEF

CREATIVE

DIGITAL MEDIA PLATFORMS

CUSTOMER & BUSINESS EXPERTISE

+CLIENT AGENCY

DIGITAL & STRATEGY EXPERTISE

Continued in Chapter 2:HOW TO DEVELOP ADIGITAL STRATEGY

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