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From Innovationclass
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Consider Wexley School for Girls [http://www.wexley.com/ wexley] and their concept of relish, which is another way of describing guerilla marketing, branded content, brnaded entertainment, non-traditional advertising, experimental marketing, experiential marketing, mobile content.... All of which brings us to the future of advertising, what it will be where, we will see it, how we will see it, and what it might be trying to do relative to brands. What we do know is that commercial messaging has developed far beyond what now seems to be overly simple dramatized arguments that tout benefits and features. | Consider Wexley School for Girls [http://www.wexley.com/ wexley] and their concept of relish, which is another way of describing guerilla marketing, branded content, brnaded entertainment, non-traditional advertising, experimental marketing, experiential marketing, mobile content.... All of which brings us to the future of advertising, what it will be where, we will see it, how we will see it, and what it might be trying to do relative to brands. What we do know is that commercial messaging has developed far beyond what now seems to be overly simple dramatized arguments that tout benefits and features. | ||
| - | Who will do the advertising of the future and how will this advertising differ from the past? How will it differ organizationally and executionally? St Lukes, for example, was formed through a revolution of sorts, and is based on a gospel of total ethics and common | + | Who will do the advertising of the future and how will this advertising differ from the past? How will it differ organizationally and executionally? St Lukes, for example, was formed through a revolution of sorts, and is based on a gospel of total ethics and common ownership��a story that is detailed in Fast Company [http://www.fastcompany.com/magazine/06/stlukes.html St. Lukes] St Lukes evolved from Chiat/Day which was one of the first agencies to attempt to abolish hierarchical decision making structures and executed breakthrough work, such as Apple's 1984 ad that redefined how we viewed the Super Bowl. [http://www.youtube.com/watch?v=R706isyDrqI 1984] |
One approach to a consideration of the future of advertising is technology and what it now makes possible, particularly in regard to data collection and media. Articles of this sort on the future of advertising are not difficult to come by: [http://www.inc.com/magazine/20050801/future-of-advertising.html foa.1]. [http://www.clickz.com/showPage.html?page=3624716 foa.2]. As the Economist points out: "The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media, and the arrival of new technologies, notably the internet. Consumers have become better informed than ever before, with the result that some of the traditional methods of advertising and marketing simply no longer work." [http://www.economist.com/business/displaystory.cfm?story_id=2787854 Economist] | One approach to a consideration of the future of advertising is technology and what it now makes possible, particularly in regard to data collection and media. Articles of this sort on the future of advertising are not difficult to come by: [http://www.inc.com/magazine/20050801/future-of-advertising.html foa.1]. [http://www.clickz.com/showPage.html?page=3624716 foa.2]. As the Economist points out: "The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media, and the arrival of new technologies, notably the internet. Consumers have become better informed than ever before, with the result that some of the traditional methods of advertising and marketing simply no longer work." [http://www.economist.com/business/displaystory.cfm?story_id=2787854 Economist] | ||
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Answers to our questions: | Answers to our questions: | ||
| - | Client/Agency Relationship--The idea of | + | Client/Agency Relationship--The idea of �co-creation� of ideas by both the client and ad agency is essential in the changing world of advertising. Creating knowledge, ideas and value for both the client and its brand needs to be done with input from both parties. In a sense, the ad agency is becoming a strategy consultant. The pitch (remember this is a collaborative effort) to the client can be done with or without ideas. If ideas are not used in the pitch, the agency can explain how they plan on approaching the communication problem and what tactics or resources they are interested in using. |
| - | Business Model--Finding a way to apply a traditional business model to this new way of advertising is also essential. Pricing their services can be done by following a model similar to DDB Worldwide Communications Group. A | + | Business Model--Finding a way to apply a traditional business model to this new way of advertising is also essential. Pricing their services can be done by following a model similar to DDB Worldwide Communications Group. A �pay for results� would include a base fee, plus a small margin of the media budget along with performance-based incentives (ie, sales figures, brand awareness, customers shopping, ect.) |
For discussion of the future of advertising, see the following links: | For discussion of the future of advertising, see the following links: | ||
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[http://www.avenuea-razorfish.com Avenue A | Razorfish]<br> | [http://www.avenuea-razorfish.com Avenue A | Razorfish]<br> | ||
[http://www.modernista.com Modernista]<br> | [http://www.modernista.com Modernista]<br> | ||
| + | [http://www.anomalynyc.com Anomaly] | ||
[[timeline]] | [[timeline]] | ||
[[manifesto]]<br> | [[manifesto]]<br> | ||
Revision as of 06:05, 3 March 2008
Welcome to the Innovation Wiki at University of Colorado
This wiki explores innovation in general and innovation in advertising and media in particular. One of the basic questions that we ask is about advertising and, if it is supposed to be so innovative, then who and where are the innovative advertising agencies? This is the question that ADFREAK asks after looking at the list of the world's 50 most innovative companies: "Where are all the innovative ad agencies?" innovative Actually, two made the list anomaly/akqa. But where are Crispin and or Goodby, you might ask? And that leads to questions about the criteria for selection to the list. Is the list flawed or do agencies need to change? And how would they change and why?
Consider Wexley School for Girls wexley and their concept of relish, which is another way of describing guerilla marketing, branded content, brnaded entertainment, non-traditional advertising, experimental marketing, experiential marketing, mobile content.... All of which brings us to the future of advertising, what it will be where, we will see it, how we will see it, and what it might be trying to do relative to brands. What we do know is that commercial messaging has developed far beyond what now seems to be overly simple dramatized arguments that tout benefits and features.
Who will do the advertising of the future and how will this advertising differ from the past? How will it differ organizationally and executionally? St Lukes, for example, was formed through a revolution of sorts, and is based on a gospel of total ethics and common ownership��a story that is detailed in Fast Company St. Lukes St Lukes evolved from Chiat/Day which was one of the first agencies to attempt to abolish hierarchical decision making structures and executed breakthrough work, such as Apple's 1984 ad that redefined how we viewed the Super Bowl. 1984
One approach to a consideration of the future of advertising is technology and what it now makes possible, particularly in regard to data collection and media. Articles of this sort on the future of advertising are not difficult to come by: foa.1. foa.2. As the Economist points out: "The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media, and the arrival of new technologies, notably the internet. Consumers have become better informed than ever before, with the result that some of the traditional methods of advertising and marketing simply no longer work." Economist
Questions we asked: What then will work and how will it be conceived and executed and by whom? These questions are fundamental to what we are doing here and what nontraditional agencies are trying to do to reinvent advertising.
Answers to our questions:
Client/Agency Relationship--The idea of �co-creation� of ideas by both the client and ad agency is essential in the changing world of advertising. Creating knowledge, ideas and value for both the client and its brand needs to be done with input from both parties. In a sense, the ad agency is becoming a strategy consultant. The pitch (remember this is a collaborative effort) to the client can be done with or without ideas. If ideas are not used in the pitch, the agency can explain how they plan on approaching the communication problem and what tactics or resources they are interested in using.
Business Model--Finding a way to apply a traditional business model to this new way of advertising is also essential. Pricing their services can be done by following a model similar to DDB Worldwide Communications Group. A �pay for results� would include a base fee, plus a small margin of the media budget along with performance-based incentives (ie, sales figures, brand awareness, customers shopping, ect.)
For discussion of the future of advertising, see the following links:
mediabistro
Here are the agencies we started discussing in class:
R/GA
Big Spaceship
Strawberry Frog
Hill|Holliday
St. Luke's
Droga5
Digitas
Schematic
iCrossing
Deep Focus
AKQA
Mother
Tribal DDB
M!
Goodby, Silverstein & Partners
The Barbarian Group
TAXI
Avenue A | Razorfish
Modernista
Anomaly
timeline manifesto
