Download - How Marketing Used To Work
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HOW MARKETING USED TO WORK....
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It used to be so very easy(it wasn’t even that long ago)
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T.V. RADIOPRINT OUTDOOR
The client chose which medium or combination of mediums they wanted to
communicate through......
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T.V. RADIOPRINT OUTDOOR
The client chose which medium or combination of mediums they wanted to
communicate through......
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T.V. RADIOPRINT OUTDOOR
The client chose which medium or combination of mediums they wanted to
communicate through......
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CLIENT
generated the marketing
STRATEGYand then the...
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AGENCIESBRIEF
and gave itto multipleturned it into a
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who all sent in their..PITCHES
PITCHES PITCHES
PITCHES
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and the client chose the pitch that was most on brief (and looked prettiest)
PITCHES
PITCHES PITCHES
PITCHES
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RADIOPRINT
Finally... the campaign was produced for the chosen mediums.(and everyone celebrated with a glass of scotch, or so Madmen would have us believe)
CREATIVE
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And for 60 years thats the way it worked.
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Why?
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T.V. RADIOPRINT OUTDOOR
Because the mediums...
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T.V. RADIOPRINT OUTDOOR
Because the mediums...NEVER CHANGED
(the same message pumped out to everyone through the same channels)
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This simple structure...
CLIENT
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This simple structure wasthe foundation of the marketing industry...
T.V. RADIOPRINT OUTDOOR
CLIENT
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This simple structure wasthe foundation of the marketing industry. The only change was the strategy.... T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
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This simple structure wasthe foundation of the marketing industry. The only change was the strategy and creativity in each campaign.
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
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So what the hell happened?
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In a word....
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DIGITAL
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Digital slowly replaced the four core pillars of the marketing industry...
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
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Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure... T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
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Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure. Until the entire process..
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
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Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure. Until the entire process, collapsed upon itself.
T.V.
RADIO
PRIN
T
OUTDOORCLIENT
STRATEGYBRIEF
AG
EN
CIE
S
CREATIVE
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Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure. Until the entire process, collapsed upon itself.
T.V.
RADIO
PRIN
T
OUTDOORCLIENT
STRATEGYBRIEF
AG
EN
CIE
S
CREATIVE
Leaving behind an industry without a
solid spine.
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So what to do when your spine has been ripped out?
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Build a new one, a better, faster, stonger spine!
(just like the 6 million dollar man)
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CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
+CLIENT AGENCY
Beginning with client and agency expertise...
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STRATEGY
CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
+CLIENT AGENCY
Beginning with client and agency expertise, together, formulating the strategy...
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STRATEGY
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
+CLIENT AGENCY
Beginning with client and agency expertise, together, formulating the strategy. Identifying digital platforms...
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STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
+CLIENT AGENCY
Beginning with client and agency expertise, together, formulating the strategy. Identifying digital platforms which enable the brief and creative.
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Continued in part 2:HOW TO DEVELOP DIGITAL STRATEGY