carlton associates incorporated or lessons from a day in la
TRANSCRIPT
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CarltonAssociatesIncorporated
or
Lessons From a Day in LA
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Day in LA Sidebar
MADISON + VINE
Newsletter launch Ad Age Commerce & Content Beverly Hills Hotel Room for 100 people
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Day in LA Sidebar
MADISON + VINE
Steve & Rance Turner Warner CAA GM Omnicom 400 people
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MADISON + VINE “The advertising model has changed from intrusion to invitation.” Rance Crain
Some Quotes
“TiVo is the Anti-Christ.” Jamie Kellner “What’s the measurement for all this?” Bruce Redditt “Talent won’t pimp for advertisers.” Peter Arnell “Who pays the bill?” Steve Sturm “This is the wild west, there is no financial model.” Mitch Kanner “If a new model isn’t developed, the old one will simply collapse.” Steve Heyer
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Let’s Go Back to 1950
Advertising was print Billy & Sue paidfor subscriptions They read the adsthey wanted to read Radio was free,but its role wassmall
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Along Came Television
A new proposition…
You give us your time,
and we’ll give you free content!
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The Essence of the Deal
To Billy & Sue, their moneywas more valuable
than their time
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But, They Were Pretty Smart…
They immediately developed mental advertising filters
TRANSMITTEDADVERTISING
RECEIVED
ADVERTISING
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Where Billy and Sue Got Their Commercial Information
TVNEWSPAPERS
MAGAZINES
DIRECT MAIL
RADIO
OUTDOOR
PR
PROMOTIONS
WORD OF MOUTH
ETC., ETC.
DIRECT SALES
LITERATURE
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But, As Time PassedThat Changed
TV
NEWSPAPERS
MAGAZINES
DIRECT MAIL
RADIO
OUTDOOR
PR
PROMOTIONS
WORD OF MOUTH
ETC., ETC.
DIRECT SALES
LITERATURE
CABLE
INTERNET
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And, Billy & Sue Changed, Too
Now, their time had become more valuable than their money
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They Also Questioned Why They Should do
The Advertising Filtering?
A New Proposition…
Let the Advertiser do the Filtering!!
GONE
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What Are Billy & Sue Expecting?
Understanding One to one marketing Message coherence Naturalness Respect
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The Essence of This New Dealis Mass Customization of the
Commercial Message
The Key to Billy & Sue is…
PERSONAL PERSONAL RELEVANCERELEVANCE
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So, What Does All This
Mean ForAdvertising Agencies?
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MADISON + VINE “We are talking about nothing short of reinventing the business of marketing communications, from an intrusion to an invitation based model.” Scott Donaton “I don’t want to live through this period of disruption.” Agency CEO “It is time for ad agencies to stop whining and get creative.” David Lubars “Ad agencies can be the quarterback, if they can get over their fear.” Steve Heyer
First, Some More Quotes
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Ad Agencies
Strengths
Understanding of the consumer
Understanding ofbrand experience
Client relationships
Skilled aggregators
Diverse talent
Weaknesses
On the defensive
Stuck in the 30 sec. spot/colorful ad rut
Poor collaborators
Caught in the FWMTS trap
Fear
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What To Do?
1. Consumer focus2. Brand architects3. Coalesce the
outcome4. Holistic ideas5. Business creativity
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1. Consumer Focus
Ad agencies understand the mind of the consumer betterthan any other player
This is the unique strength to leverage
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2. Brand Architects
Like a great building, a great brandneeds a skillful architect
This is the position that ad agencies should be moving to fill
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3. Coalesce The Outcome
No resource can do it all alone, not even ad agencies.And marketers can’t do it themselves, either
Ad agencies need to develop skills in coalescing diverse talent and resources
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4. Holistic Ideas
Great ideas alone are not enough. Today, they must be seamlessly aligned into the entire brand experience
Ad agencies need to create powerful ideas that integrate well with the whole
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5. Business Creativity
Today’s business model is dying. A new one must beinvented. This will take an enormous leap by all
Ad agencies that lead in this can survive. Those that don’t will be marginalized
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And Finally…
Accept the fact that reliance on 30 second spots and
colorful ads and other stuff as the backbone of the ad
agency business just won’t work anymore
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The Good News
The consumer has more money than ever to spend, and is looking for relevant
messages about the brands that will fulfill their lives
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Oh, And By The Way…
If You Haven’t Noticed, Billy & Sue Have Changed
Their Names, Too!
Copyright 2003 Carlton Associates Incorporated