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Beyond

AdvertisingCreating ValueThrough All Customer Touchpoints

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Creating Value Through All Customer Touchpoints

Yoram (Jerry) Wind, Catharine Findiesen Hays,and The Wharton Future of Advertising Innovation Network

BeyondAdvertising

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Why Beyond Advertising is a Must-Read for CEOs, C-level Executives and Change Agents

The core message in this compelling new book is that ‘everything communicates.’

Advertising, once the realm of marketers and agencies is now a core business strategy,

requiring fluid and silo-busting orchestration of innovation, customer service, corporate

reputation management and more. The authors effectively argue that brand equity

today is in continuous flux. And if there is any daylight between what a brand says and

does, customers will short it like a poorly performing stock. The only answer is to put

customers at the center of the organization and ‘Beyond Advertising’ will teach you how.

— John Gerzema, Chairman & CEO, BAV Consulting

Rarely can you find such a comprehensive, cogent, and compelling look at how to

market in the future. For those of you open to new models, new media, new ways

of managing brands, you’ll find innovative and lively thinking from an all-star list of

people who are living and breathing the changes every day.

— David Sable, Global CEO, Y&R

Beyond Advertising is a must read for any Business person because it is like a good

whack to our existing mental models waking us up to think a new.

— Rishad Tobaccowala, Chief Strategist, Publicis Groupe

The traditional form of mass marketing is mass suicide. Beyond Advertising charts a

clear pathway to engaging the empowered and hyper-connected consumer through a

thoughtful and holistic approach that recognizes the many ways we experience brands,

companies, people in our social spheres of influence, the media, and the incredible

power of predictive data.”

— Jim Speros, EVP, Corporate Communications Services, Fidelity Investments

Beyond Advertising sets the scene and provides valuable practical help for all in the

industry who are grappling with the challenges ahead.

— Kate Sirkin, President, Global Digital, Data and Analytics, SMV Group

A comprehensive and diverse look at a world where what we used to call advertising

is evolving into something far more personal & ubiquitous. You may not like it, but

you’d better be ready for it.

— Chuck Porter, Chairman, CP+B

The book is enriched with easy to understand frameworks and many examples.

The authors stress the importance of storytelling and use it through the book to

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illustrate the key points, making this an easy to follow primer for anyone in the

marketing space who wishes to have a chance to stay ahead of the technological

waves confronting us.

— Saul Berman, Chief Strategist, VP & Interactive Experience Partner, IBM

What we are experiencing now is arguably the biggest change in the history of adver-

tising and marketing. This book offers a superb guide to the changes every marketing

practitioner, every advertising/PR professional, and of course every CXO needs to

understand.

— Akihiko Kubo, Chairman, Group Representative, Ogilvy & Mather Japan

Finally, a comprehensive view into the future of how brands will grow. The Whar-

ton Future of Advertising Program has already been tremendously influential in the

industry, and this book synthesizes years of learning into an enjoyable and immensely

valuable read.

— Barry Wacksman, Global Chief Strategy Officer, R/GA

Virtually all aspects of consumer behavior that are important to businesses are being

impacted, causing companies to have to rethink their entire approach to marketing.

Fortunately, a roadmap needed to safely navigate a seemingly ever-changing and

challenging new terrain is contained in this truly impressive book.

— Gian Fulgoni, Co-Founder & Chairman Emeritus, comScore

For the first time Jerry Wind and team tell us why and how we must change our mental

models to see the future of what we used to know as marketing. They make sense of

all the digital changes and provide a holistic framework to enable future marketers to

redefine their role and see how they can be successful in the future.

— Shelly Palmer, Managing Director, Digital Media Group, Landmark|Shelly Palmer

As our industry’s pace of change accelerates, this book provides a terrific road map for

embracing the myriad opportunities ahead.

— David Moore, Chairman, Xaxis; President, WPP Digital

In the middle of the media industry’s greatest crisis since Gutenberg put all the scribes

out of business, Wharton’s Jerry Wind and Catharine Hays have written the best mar-

keting book of the decade, analyzing the serious problems of the ad business and, more

impressively, explaining how to fix them.

— Kirk Cheyfitz, Co-CEO & Chief Storyteller, Story Worldwide

Change is happening all around us, and both the complexity and pace of change

are accelerating. For those of us on this Advertising journey it is well worth getting

the advice and guidance of a sage like Jerry, a strategist like Catharine, and from 200

thoughtful fellow travelers.

— Phil Cowdell, CEO, Mediacom North America

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This book will force you to rethink the way you run your company, how you motivate

and energize your work force to take risks and change process, and most importantly

how to ensure that you are connecting with this new generation of consumers that

are used to getting things when they want and the way they want.

— Steven Rosenblatt, Chief Revenue Officer, Foursquare

What a breath of fresh air! This book isn’t a warning to advertisers to adapt or die, but

rather a confident and optimistic overview of the growing opportunities and diversity

within the industry.

— Cheryl Burgess, CEO & CMO, Blue Focus Marketing

With the rise of digital democracy the advertising industry has been lost. Fortunately,

there’s a new day dawning with Beyond Advertising. It’s a map for the future.

— John Winsor, CEO, Victors & Spoils

Beyond Advertising is a much overdue, clear-eyed look at how advertising is being

disrupted and how our industry can avoid getting Ubered. The insights constitute a

hard-nosed playbook for the new brand-customer relationship.

— Kip Voytek, CEO, Rumble Fox

In Beyond Advertising, authors Jerry Wind, Catharine Hays, and the rest of the Wharton

team don’t merely offer us a vision of the bright future awaiting us; they also lay out a

clear and actionable path on how to get there.

— Mark Burgess, President, Blue Focus Marketing

Advertising and marketing is in a state of chaos and everyone knows it. Beyond Adver-

tising lays out the primary obstacles to transforming organizations and marketing

practices but more importantly, the book’s prescription is visionary and yet practical.

— Richard Smith, VP Digital Agency Partnerships, Kitewheel

Jerry Wind and Catharine Hays of the Wharton Future of Advertising Program have

found the pathway to the future of marketing in their new book, Beyond Advertising:

find out what now are the secrets and the winning strategy when devising breakout

marketing plans.

— Scott Goodson, CEO & Founder, StrawberryFrog

Marketing as we know it comes to an end. But as always: the end is a new beginning

as well. And this books is THE resource to understand how the future of Marketing,

beyond advertising, will be and how we all can tackle it.

— Martin Nitsche, Managing Partner, Solveta GmbH; President, DDV

Building a brand that tells its story in every touchpoint authentically is a new art and

science. This book provides a very good framework to go about it.

— Georgia Garinois-Melenikiotou, SVP, Corporate Marketing, Estée Lauder

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‘We’ve always done it that way’ is the most dangerous phrase in any language. Jerry

Wind and Catharine Hays provide a roadmap into the future to help marketers (and

agencies) change from selling to serving and creating meaningful relationships with

brands.

— Lisa Colantuono, Co-President, AAR Partners

No other moment in history has produced such remarkable times in a rapidly changing

world. Whether you’re charting a new course or growing what you have in the pages

that unfold ideas are shared, objectives are set and future strategies are discovered that

will get the reader excited around something new with many iterations.

— Dean Crutchfield, Advisor, Amy J Wiener LLC

This is the most profound and comprehensive book explaining how the role of an

advertiser has fundamentally changed, and explaining in detail how to define a brand’s

purpose and relevancy, create content, engage with people, interact through all media,

shifting from hard sell to shared values, to create bonding experiences and long-term

relationship equity.

— Bill Harvey, Co-Founder & Strategic Advisor, TRA

In this important and timely book, Professor Jerry Wind and Executive Director Cath-

arine Hays document why and how the future of advertising is beyond advertising to

encompass all aspects of customers’ interactions with companies.

— Earl Taylor, CMO, Marketing Science Institute

Jerry and Catharine provide a guide for dealing with turbulent market forces and a

framework for how to take action.

— Brian Shin, Founder & CEO, Visible Measures

It is a must read, providing both valuable global context for the transformative changes

challenging business today, while identifying specific actions to capitalize on new

opportunities. Foremost among the abundant insights is the recognition that our

industry has a huge opportunity to improve and change our world through inspiring

purpose-driven initiatives.

— Gillian Graham, CEO, Institute of Communication Agencies, Toronto

What I love about Beyond Advertising is the profoundly pragmatic and actionable

nature of the findings. Technology has allowed the world to see all the fractures in a

brand’s construction. This text gives marketers a way to heal those fractures, not just

photoshop the x-ray.

— MT Carney, CEO & Founding Partner, Untitled Worldwide

Beyond Advertising presents a compelling call to action for marketers to lead the way

in identifying emerging dynamics and effectively engage the public in adaptive and

innovative ways in order to create sustainable success.

— Bob Kantor, Chief Marketing & Business Development Officer, MDC Partners

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Part masterclass, part meditation, and all meaningful, Beyond Advertising distills the

collective wisdom from hundreds of marketing professionals comprising thousands

of years of experience into clean and compelling action plans for the next generation

of marketers.

— Eric Porres, CMO, Sailthru

In a world where technology changes fast and provides even faster opportunities for

disruption, advertising and brands have come full-circle, entering a new, more personal

era that seeks to re-imagine, re-engage and re-envision intrinsic value to each person.

This book demonstrates the fundamental need for every business to work cohesively

across all functions in order to establish value at every touchpoint.

— Sandy Howe, SVP of Marketing, ARRIS

In clear and vivid form, and by relying on experts from each discipline, authors Wind

and Hays provides a much needed contribution to facilitate not only understanding and

insights in these times, but also what may be considered a much needed safe harbor

and common reference for ongoing and future change in advertising and marketing.

— Thomas Ramsøy, CEO & Founder, Neurons Inc.

The simultaneous forces of increased globalization, localization, and personalization

now buffet our business landscape. This book is about the need for dramatic new

mindsets. This new approach must be required reading.

— Larry Light, CEO, Arcature

Finally a book that examines the true depth and breadth of change affecting all orga-

nizations through the lens of communications! Catharine and Jerry have beautifully

articulated that reaching people now requires holistic thinking and elastic structures.

— Michael Lebowitz, Founder & CEO, Big Spaceship

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This book is printed on acid-freepaper. ∞

Copyright ©2016 by Yoram Wind and Catharine Findiesen Hays. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form

or by any means, electronic, mechanical, photocopying, recording, scanning, orotherwise, except as

permitted under Section 107 or 108 of the 1976 United StatesCopyright Act, without either the prior written

permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the

Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600,

or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to

the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011,

fax (201) 748-6008, or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in

preparing this book, they make no representations or warranties with the respect to the accuracy or

completeness of the contents of this book and specifically disclaim any implied warranties of merchantability

or fitness for a particular purpose. No warranty may be created or extended by sales representatives or

written sales materials. The advice and strategies contained here in may not be suitable for your situation.

You should consult with a professional where appropriate. Neither the publisher nor the author shall be

liable for damages arising here from.

For general information about our other products and services, please contact our Customer Care

Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax

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Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included

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Library of Congress Cataloging-in-Publication Data

Names: Wind, Yoram, author. | Hays, Catharine, 1958- author.

Title: Beyond advertising : reaching customers through every touchpoint /

Jerry Wind and Catharine Hays.

Description: Second edition. | Hoboken : Wiley, 2015. | Includes

bibliographical references and index.

Identifiers: LCCN 2015036808 (print) | LCCN 2015043750 (ebook) | ISBN

9781119074229 (hardback : alk. paper) | ISBN 9781119074205 (pdf) | ISBN

9781119074090 (epub)

Subjects: LCSH: Advertising. | Communication in marketing. | Customer

relations. | BISAC: BUSINESS & ECONOMICS / Customer Relations.

Classification: LCC HF5823 .W546 2015 (print) | LCC HF5823 (ebook) | DDC

659.1—dc23

LC record available at http://lccn.loc.gov/2015036808

Cover image: © iStock.com

Interior book design: Poulin + Morris

Printed in the United States of America

10987654321

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ForJohn, Lee, Mark, Gavi, and Barbara

ForOlivia and Lizzy

And to our inspirational collaborators, colleagues, friends, and loved ones

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Contents

Acknowledgements xv

Preface: Who Should Read This Book? xxi

Part I: The Motivation for Change 1

Chapter 1: The Five Forces Driving the Need for Change 5

Chapter 2: Challenging Entrenched Mindsets about “Advertising” 25

Part II: Toward a New Model Beyond Advertising 45

Chapter 3: Aligning for Win-Win-Win Impact 51

Chapter 4: Orchestrating Value Creation across All Touchpoints 73

Chapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85

Chapter 6: The Expanded Power of Context: M.A.D.E.s 109

Part III: What to Do Now to Get Ready for—and Co-create—the Future 125

Chapter 7: Embrace Adaptive Experimentation 131

Chapter 8: Leverage Organizational Architecture 147

Chapter 9: Transcend Silos and Barriers 173

Chapter 10: A Global Movement toward a More Desirable Future 193

Appendix 1: The Backstory The Wharton Future of Advertising

Program and the Advertising 2020 Project 197

Appendix 2: Advertising 2020 Contributors 203

Appendix 3: WFoA Global Advisory Board 215

Appendix 4: Planning and Conducting an Experiment 219

References 223

Index 237

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