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The Shift of Advertising
and
the Creative Renaissance
Rebecca Lieb
Content
content-ment
once upon a time…
advertising was an exchange of content for time spent andexposure to advertiser messages
the media created the content
the advertisers created the advertising
The Story of Menstruation(brought to you by Disney - and Kotex)
now:
consumers create content...and advertisers can, too
create the content
become the content
otherwise, you’re just competing with the content
campaigns are obsolete
you want tune-in
you are the media
so….
you have to think like a publisher
or an entertainment executive
or both
1. educate & inform
2. amuse/engage/play/entertain
3. create stories consumers can spread
Content can help your audience to research & learn
this “ad” (and the next one) was brought to you by federated media.
(um…they’re publishers, not an ad agency)
the jerry seinfeld school of advertising
zero (significant) media buy
QuickTime™ and a decompressor
are needed to see this picture.
http://www.youtube.com/watch?v=gBWPf1BWtkw
QuickTime™ and a decompressor
are needed to see this picture.
http://www.youtube.com/watch?v=WcWNzN5wsss
www.easytoassemble.tv
QuickTime™ and a decompressor
are needed to see this picture.
www.frenchmaidtv.com
QuickTime™ and a decompressor
are needed to see this picture.
Will it blendWill It Blend? (Blendtec)
Why Not Put Content Assets Online?
personalize
persona-lize
give the consumer a reason to tell a story
QuickTime™ and a decompressor
are needed to see this picture.
Nike ID Interactive Billboard, Times Square
www.IslandReefJob.com
Over half a million Google results…and counting.
what’s your story?
thank you
[email protected]://econsultancy.com