Download - Evolution of the industry copycursus part ii
CAN I HAVE A
JOB-DESCRIPTION PLEASE?
THE EVOLUTION OF THE ADVERTISING INDUSTRY AND THE COPY-JOB
CONFUCIUS
“STUDY THE PAST IF YOU WERE TO DEFINE THE FUTURE”
ADVERTISING IN 20TH CENTURY: ABOVE VERSUS BELOW THE LINE
THE BIGINSIGHT
BELOW THE LINE AGENCIES
ABOVE THE LINE AGENCIES
THE CLIENT WAS WORKING WITH 4 TO 5 AGENCIES FOR ALL DIFFFERENT JOBS AND SPECIALTIES.
THE CLIENT
CREATIVE AGENIES FOR ABOVE THE LINE CREATIVE WORK
1. PRINT (MAGAZINES/OUTDOOR)
2. TV
3. RADIO
DIRECT MARKETING AGENCY(DM)
BRAND ACTIVATION AGENCY(POS, BROCHURES, PROMOTION
MECHANICS + CREATIVE…)
INTERNET AGENCY (1.0)(ONLINE CORPORORATE
BROCHURES)
PR AGENCY(CORPORORATE PRESS RELEASES)
Problem 1: no coherence between the different communicationsProblem 2: lot’s of coordination worlk
ADVERTISING IN 20TH CENTURY: ABOVE VERSUS BELOW THE LINE
THE BIGINSIGHT
BELOW THE LINE AGENCIES
ABOVE THE LINE AGENCIES
THE CLIENT WAS WORKING WITH 4 TO 5 AGENCIES FOR ALL DIFFFERENT JOBS AND SPECIALTIES.
THE CLIENT
CREATIVE AGENIES FOR ABOVE THE LINE CREATIVE WORK
1. PRINT (MAGAZINES/OUTDOOR)
2. TV
3. RADIO
DIRECT MARKETING AGENCY(DM)
BRAND ACTIVATION AGENCY(POS, BROCHURES, PROMOTION
MECHANICS + CREATIVE…)
INTERNET AGENCY (1.0)(ONLINE CORPORORATE
BROCHURES)
PR AGENCY(CORPORORATE PRESS RELEASES)
Problem 1: no coherence between the different communicationsProblem 2: lot’s of coordination worlk
2000: THE INTRODUCTION OF 360° (OGILVY)
THE CLIENT
INTERNET AGENCIES
CREATIVE AGENCIES
STILL DIFFERENT COPYWRITERS IN
DNA:BRAND&CONTENT
All disciplines under the same roof but with
different companies
=360° IN THEORY
WALLS BETWEEN DISCIPLINES
MONEY AND EGO IN THE WAY
DNA:PERFORMANCE &
IT
WEBSITES OR BROCHURES ONLINE
DATASYSTEMS
SOFTWARE
• ADVERTISING AGENCY• DIRECT MARKETING AGENCY• BRAND ACTIVATION AGENCY• INTERACTIVE AGENCY• PR AGENCY…
2005: THE INTRODUCTION OF “EVERYTHING IS MEDIA”
EVERYTHING IS MEDIA
EVERYTHING IS COPY(Same copywriter writes it all)
EVERYTHING IS CREATIVE
INTERNET AGENCIES
ONE AGENCY
360° IN PRACTICE – NO MORE WALLS
DIFFERENT DISCIPLINES
UNDER ONE ROOF
360° IN THEORY
WALLS BETWEEN DISCIPLINES
MONEY AND EGO IN THE WAY
DNA:PERFORMANCE &
IT
WEBSITES OR BROCHURES ONLINE
DATASYSTEMS
SOFTWARE
=2.0 IDEAS ON THE 2.0 WEB
NEW: CONCEPT&CONTENT PROVIDERS
Radio crafters
2009: INTRODUCTION OF “EVERYONE IS MEDIA”
EVERYONE IS MEDIA
COPYALSO BECOMES “INVESTIGATIVE CREATIVE”
“INVESTIGATIVE” = HE CREATES CONTENT LIKEINVESTIGATIVE JOURNALISTS DO
“CREATIVE” = IT NEEDS TO CONTAIN AN CREATIVE IDEA
Concept provider?
Content provider?
Crafting radio, scenario télé?
Investigative Creative (social copy)?
WHAT KIND OF COPY WILL YOU BE?