Foresight is now 20/20 by Daniel Colón, Oscar Aragon, Lindsi Arrington - #BHMASLife16

Wharton University

Foresight is now 20/20

February 2016

BRANDHOME | WHARTON UNIVERSITY Brandhome | February 2016© Brandhome all rights reserved2

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Team

A MIAMI AD SCHOOL BRIEFING


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TeamDaniel Colón Art Director E: [email protected]

P: (305) 794-0290

E: [email protected]

P: (786) 443-0167

E: [email protected]

P: (571) 212-5026

Oscar Aragon Art Director

Lindsi Arrington Copywriter


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Debriefing



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Debriefing

The Wharton Future of Advertising Program has summed up its foundation and unique take on

advertising in Beyond Advertising and wants to share this potentially revolutionary framework with the

world. To accomplish this, a few things are needed:

[1] Clarity of Idea

[2] Re-Design of Roadmap Illustration

[3] Engaging Video Explanation

[4] Book Promotion Using the Beyond Advertising Roadmap

[5] Travel-Size Version of the Poster to Keep Users Engaged with the Concepts



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Target

Business owners and aspiring business owners.

This Roadmap is for those looking to revamp their business structure

for the better or start a business with a solid foundation.


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Strategic insights



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Strategic insights

- Perpetuate design and style of book to promote association between

the book and the Wharton program

- Appeal to a dynamic audience (corporate and creative)



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Strategic insights - KPI’s

- Increased awareness and sales of book

- Increased awareness and enrollment of Wharton advertising

program

- Application of the Beyond Advertising Roadmap in the industry

(KPI’s)


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The BIG idea



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The BIG idea - Rationale

FORESIGHT IS NOW 20/20.REFINE. AUDIT. DELIVER.

The Beyond Advertising Road Map broken

down into three, easy to follow steps.



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The BIG idea - RationaleI. Refine a. Operational (Anticipate and leverage innovation.)

Five forces of change

b. Mental (Enlist a new vocabulary.)

From To

Marketers and Targets Cross-Silo Collaborators

Ads Value-Creation Touchpoints

Frequency & Reach When and Where Needed, Wanted & Appreciated

Sales Push & Persuasion Business-People-Society Win-Win-Win

Ad Campaigns Holistic Initiatives

c. Structural (Create an atmosphere that cultivates growth.)

Transcend hierarchal silos and barriers: aligned objectives from CEO to

brand ambassadors

II. Audit a. MADEs Multisensory, Audience, Delivery Mechanism, Environment, Synergy

b. RAVES Relevant & Respectful, Actionable, Valuable & Value-Generating, Exceptional

Experience, Shareworthy Stories

III. Deliver a. All-Touchpoint Creation Model



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The BIG idea - Story

Foresight Is Now 20/20

If two heads are better than one, how about 200? From 22 different countries? Ranging from CEOs to creatives to

academics and more? Well that’s how we’ve applied the clarity of 20/20 hindsight to 20/20 foresight. That’s the foundation

on which the Wharton Future of Advertising Program stands. The Beyond Advertising Roadmap will propel your business

forward with three simple steps: Refine. Audit. Deliver.

We’ve identified five forces of change that you need to make into your benefactors: scientific and technological advancement; rapid media development; improved businesses revenue models; disruptive, cultural, social, and geopolitical

environments; and people, the influencers and the skeptics.

True or False? We’re marketers and agencies using media to target certain demographics, creating content as frequently

as possible to maximize reach and increase sales through persuading ad campaigns. False. We have to transform our self-

perception. We must become cross-site collaborators that optimize content through all-touchpoints only when and where

our campaigns are wanted, needed, appreciated, and can result in multi-win outcomes for business, people, and society.

What does all that mean? The world moves fast. Keeping up isn’t the goal anymore. Now, we have to stand at the finish line, look back, and predict the progress and course of all the players in the race. This is done through Refinement.

Feeling inspired? Good. Because this new frame of mind and reference will catapult you towards content worth sharing. But,

even great content needs auditing. All ideas must pass the MADES RAVES test. Does your approach meet all these facets

as a cohesive concept? No? Refine it. Yes? Deliver. Using the All-Touchpoint Value Creation Model, you can maximize both context and substance. When a business can operate under the united purpose to appeal to individuals’ aspirations for life

and their community, while remaining positive and responsible towards the culture and society, then we’ve gone Beyond

Advertising.

This Roadmap leads to a clear success, the clearest, in 20/20.

Daniel Colon | Oscar Aragon | Lindsi Arrington


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Creative output



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Creative output

Pantone P 174-12 C

Pantone P 174-12 C

(Custom Assets)

AVENIR (BLACK)AVENIR (BLACK)

POSTER



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Creative outputDigital/Print Ads

Option 1

Option 2

Option 3

Option 5

Option 4



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Creative outputDigital/Print Ads(Mock-ups)

Digital

Print



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Store DisplayCreative output



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Creative outputVIDEO

(Rough)


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Reflection



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What we learned from this case

Value of clarity and simplicity.

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Foresight is now 20/20 by Daniel Colón, Oscar Aragon, Lindsi Arrington - #BHMASLife16