DON DRAPER !IS DEAD!BY!MICHAEL WEISS!

AMA-LA!APRIL 11, 2013!

@mikepweiss  

WHAT KILLED HIM?!

ADVERTISING &!THE PITCH!

“ADVERTISING IS BASED ON ONE THING: HAPPINESS” – DON DRAPER!

THE PITCH WAS !THE FINAL STRAW!

ADVERTISING !

3,000 MESSAGES PER DAY. THAT’S 3 TO 4 PER MINUTE.!

CONSUMER HAS BEEN TAKING CONTROL VIA CALLER ID, DVRS AND SIRIUS.!

TV GUIDE SURVEY: 96% OF DVR VIEWERS SKIP COMMERCIALS.!

TIME SHIFTED VIEWING!

INTERRUPTIVE!

MOVIE STUDIOS FOCUS ON OPENING WEEKEND – ONLY.!

MERGED MEDIA!

PAID, OWNED & EARNED!

“THE CONSUMER IS PRESIDENT OF THE NEW REPUBLIC.”!MEDIA 2015: THE FUTURE OF MEDIA!

BIG DATA!

“I NOTICE INCREASING RELUCTANCE ON THE PART OF MARKETING EXECUTIVES TO USE JUDGMENT; THEY ARE COMING TO RELY TOO MUCH ON RESEARCH, AND THEY USE IT AS A DRUNKARD USES A LAMP POST FOR SUPPORT, RATHER THAN FOR ILLUMINATION.”–  DAVILD  OGILVY!

CONTENT STRATEGY IS KEY!

WHO, WHAT, HOW &!THEN WHERE!

THE PITCH!

SOURCE: CREOTIVO  

NEW FRONT LINE!

“EVERYONE IS CAPABLE OF BREAKING A SALE.”!ZIG ZIGLAR!

“ASSUME THAT YOUR PROFESSIONAL LIFE AND YOUR PERSONAL LIFE WILL MERGE ONLINE REGARDLESS OF YOUR CARE IN SEPARATING THEM” !FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY!

EDUCATIONAL; INSPIRING; ENGAGING.!

BUYING A CAR!

PERMISSION BASED MARKETING!

“CUSTOMERS NO LONGER SEPARATE MARKETING FROM THE PRODUCT – IT IS THE PRODUCT” !MCKINSLEY QUARTERLY JULY 2011!

“RATHER THAN ALLOW CAMPAIGNS TO BE DRIVEN BY PAID MEDIA, MARKETERS MUST NOW DEVELOP SCALE AND EXPERTISE IN OWNED AND EARNED MEDIA TO DRIVE EFFECTIVENESS, CULTIVATE CREATIVE IDEAS, ASSESS CUSTOMER NEEDS, AND CUT THROUGHT THE CLUTTER.” !ALTIMETER GROUP JULY 2012!

DON DRAPER WAS CONFINED AND IT KILLED HIM!