Common Sense by Alex Krahling, Dan Flora - #BHMASLife16

WHARTON UNIVERSITYCOMMON SENSE

ALEX KRAHLINGDAN FLORA

BRANDHOME | WHARTON UNIVERSITY | FEBRUARY 2016 Alex Krahling | Dan Flora Brandhome all rights reserved2

WHARTON UNIVERSITY

TEAM

A MIAMI AD SCHOOL BRIEFING


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TEAM

Alex Krahling

Art Director

[email protected]

Dan Flora

Copywriter

[email protected]


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DEBRIEFING



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DEBRIEFING

Wharton Future of Advertising Mission

Bring academic insight to professionals so they can put it in action and influence the future of advertising.

Problem

How do we deliver a book full of these insights to an audience that doesnt have time to read it?


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STRATEGIC INSIGHTS



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STRATEGIC INSIGHTS

DELIVER THE BOOK WHERE, WHEN, AND HOW PROFESSIONALS WANT TO SEE IT.

IS

Follow the logic of the Wharton Roadmap:



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STRATEGIC INSIGHTS - KPIs

The only metric to hit can be stated in one word:

MORE.We dont want to aim for numbers to validate this as a success.We want to see the industry actually start changing.That is the only measure of success for this campaign.


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THE BIG IDEA



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COMMON SENSE

WHAT

ADVE

RTISI

NG

CANN

OT IG

NORE

.



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THE BIG IDEA - RATIONALE

Revolutionaries pave a path that only some at first follow.

Early on, they seem like far-out visionaries.

But soon, their way of doing things becomes common sense.

To ignore common sense is to ignore reality.

And those who ignore reality are no longer living in it.

Beyond Advertising is not another academic book that theorizes how things could be.

It is a model that confirms the reality of how they actually are.

It contains common sense that advertising can no longer ignore.

Revolutionaries pave a path that eventually all must follow, when it becomes the only clear road to keep moving forward.

Common Sense: What Advertising Cannot Ignore.



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THE BIG IDEA - CREATIVE PLATFORM

PREFERRED METHODS OF INTERACTIONINTERACTIVE EBOOK EMAIL

POSTER/BOOKPODCAST

30 45 60 70

TARGET: AGENCY CHANGE MAKERS

(sorted by age)


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CREATIVE OUTPUT



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TERA

CTIVE

EBOO

K



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EBOO

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Wharton selling paid content to agency change makersin the younger age range so they can interact with and digest

the book in an on-the-go, always available manner.



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DCAS

T



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Wharton delivering free content to younger agency change makers with always available, on-the-go informational

communication.

PODC

AST



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AIL



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AIL

Wharton delivering free content:Value-driven email newsletter to all agency change makers,with commentary on current events and informing them of

ways to digest the book.




STER




STER

Wharton delivering free content to all agencychange makers with static, informational

communincation.


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GO TO MARKET ADVICE



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GO TO MARKET ADVICE

WHAT TO DO Advice from us to the people at Wharton

We graciously plead for you to make a podcast about this book.

Have a preacher stand outside of traditional agencies holding the book proclaiming it as Common Sense, and handing copies to agency employees.

Sell the hardcopy on Amazon. This removes purchase hurdles.

Make an ebook version. It doesnt have to be interactive, but it has to be in iBooks and Kindle.

Make an audio book version. Successful people listen to them at 2.0x speed and get more information than the average person. Allow them to access the book in this way.

Pursue making a TED talk or seminars about Common Sense: What Advertising Cannot Ignore.


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REFLECTION



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WHAT WE LEARNED FROM THIS CLASS

Even with all this talk about the future of advertising...

some old-school things still work.Finding Inherent Drama is still a great way to come up with creative insights to tell compelling stories.

Marketing

Common Sense by Alex Krahling, Dan Flora - #BHMASLife16