PLANNING FOR A CONNECTED WORLD TOM DARLINGTON MARKETING MANAGER, 4oD AND DIGITAL CHANNEL 4 @DARLO_T

A CONNECTED WORLD....

NO LONGER A LINEAR COMMUNICATIONS MODEL

BUT A FULLY FUNCTIONING NETWORK

“DIGITAL IS BECOMING THE MODE OF CARRIAGE FOR ALL MEDIA” - CLAY SHIRKY

“THERE IS NO TIDY TIMELINE OF TECHNOLOGICAL PROGRESS” - ALEXIS MADRIGAL

THERE IS AN INCREASING TENSION BETWEEN BRANDS AND BRANDING

“SURELY NOT ALL SOFT DRINKS CAN SAVE THE BABIES, NOT ALL TOOTHPASTES CAN LAUNCH A THOUSAND SHIPS. SURELY MANY BRANDS HAVE MORE MODEST ROLES TO PLAY IN PEOPLE’S LIVES. THE FLEETING GLANCE, THE QUIET COMPANION, THE CASUAL ACQUAINTANCE”

JIM CARROLL, BBH

SERIOUSLY?

MORE“ENGAGING” ADVERTISING ≠ INCREASED EFFECTIVENESS

ONE FUNDAMENTAL QUESTION WE SHOULD CONTINUOUSLY ASK OURSELVES

WHY WOULD ANYONE CARE?

BRAND BEHAVIOUR WHICH IS INHERENTLY VALUABLE TO PEOPLE Source: ED COTTON /IMAGE: JOHN V WILLSHIRE

TIME OUT – XTP HOLDING

ESPN SPORTS UPDATES

JAY-Z AND BING - DECODED

CHANNEL 4 – PARALYMPIAN INTRODUCTIONS

GUARDIAN SOULMATES

LONG TERM PLANNING IS STILL CRUCIAL

CONTEXT IS KING

INTEGRATING AGENCY DISCIPLINES IS VITAL

THE GEEK SHALL INHERIT THE EARTH

MEASUREMENT REMAINS THE BIGGEST CHALLENGE

ADVERTISING INFLUENCES BEHAVIOUR NOT DEVICES

IN SUMMARY •  WHY WOULD ANYONE CARE? •  PLAN LONG TERM, TO BE REACTIVE SHORT TERM •  ASSEMBLE THE RIGHT TEAM FOR THE JOB •  INVEST IN TECHNOLOGY •  MEASUREMENT IS STILL THE BIGGEST CHALLENGE

THANK YOU TOM DARLINGTON @DARLO_T