the transition of the advertising industry

EVERYTHING HAS CHANGED, EXCEPT HUMAN NATURE

CULTURE1

A ROLLING STONE GATHERS NO MOSS.

I don’t have to learn any new technology because whatever I think up can be executed by someone.

GRIT

IT’S TIME TO FIGHT BACK.

COPYWRITER ART DIRECTOR

COPYWRITER ART DIRECTOR

Advertising strategy is no longer about inspiring the creation of only an an ad.*Edward Boches

COPYWRITER ART DIRECTORSOCIAL MOBILE

WEB SOCIALMOBILE PR

PROCESS2

A MORE QUIET APPROACH

COPYWRITER ART DIRECTORSOCIAL MOBILE

STEFAN MUMAW’S CREATIVE EXERCISE:

Remember the first time you found out there was a toy in the bottom of a cereal box? You would mutilate that freshly opened box of cereal for the prize at the bottom. Nobody told us we should just open the box from the bottom, oh no. Would kids in the wild, wild west have done the same? We’re about to find out.

Get a partner. The two of you are going to write down as many possible (or impossible) cereal box toys as you can conjure if boxes of Frosted Flakes were around during the wild, wild west. But you only have 3 minutes to do it. Ready?

QUANTITY VERSUS QUALITY

WE HAVE A NEW DEFINITION OF QUALITY

PROGRESS OVER PERFECTION

The most important part of the process is to begin.*Jason Fried - Rework

MOMENTUM FUELS MOTIVATION

The amateur has 99 great ideas that all begin tomorrow.*Stephen Pressfield - Turning Pro

Imagination without action doesn’t make you creative; it only makes you imaginative.*Linda Naiman - Creativity at Work

We don’t go on because we’re ready. We go on because it’s 11:30*Andy Samberg - Former SNL Cast member

STRATEGY3

WE’RE OBSESSED WITH BIG

We’ve confused the ends with the means.*Gareth Kay

THINK SMALL

LIGHT A MATCH THAT STARTS A FIRE

CREATE BRAND EVANGELISTS

BUT, HOW?

FRESH

FRESHORIGINAL

FRESHORIGINALUNEXPECTED

FRESHORIGINALUNEXPECTEDBEAUTIFUL

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVE

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUS

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUSSHAREABLE

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORY

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLE

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLEENTERTAINING

The average Facebook user has 190 friends. If you post something to your friends, they repost to their friends, and they repost to their friends, you will have reached 6.9 million people in just 3 generations of sharing.

INTERACTIVE

INTERACTIVECONTINUOUS

INTERACTIVECONTINUOUSSHAREABLE

INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORY

INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLE

INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLEENTERTAINING

CREATE VALUE

EMULATE CHEFS

BECOME A RESOURCE

PROVIDE ENTERTAINMENT

MAKE IT INTERACTIVE

WE LIVE IN THE INTERSECTION OF CULTURE AND COMMERCE

We have to become the stuff that people are interested in.*Luke Sullivan: Hey Whipple Squeeze This

LIGHT A MATCH THAT STARTS A FIRE

FRESH

FRESHORIGINAL

FRESHORIGINALUNEXPECTED

FRESHORIGINALUNEXPECTEDBEAUTIFUL

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVE

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUS

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUSSHAREABLE

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORY

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLE

FRESHORIGINALUNEXPECTEDBEAUTIFUL

INTERACTIVECONTINUOUSSHAREABLEPARTICIPATORYVALUABLEENTERTAINING

CULTURE1 PROCESS2 STRATEGY3

THE LOVE OF COMFORT IS THE ENEMY OF GREATNESS

HUNTER E. TERRITO@hunterterrito

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