Advertising is kinda dead but not really

ADVERTISING IS KINDA DEAD… BUT NOT REALLY

heidi hackemer @uberblond

ADVERTISING IS DEAD"very popular phrase these days

IT IS AND IT ISN’T"

The proper definition The act or practice of calling attention to one’s product, service, need, etc…, especially by paid announcements in newspapers and magazines, over radio or television and on billboards: to get more customers by advertising"

WE SHOUT "AND THEREFORE YOU PAY ATTENTION & DO WHAT WE WANT

LAZY"ARROGANT"PATRONIZING"OUT OF STEP WITH CULTURE

This definition of advertising is dead."

But, let’s be honest, the word advertising isn’t going anywhere anytime soon – it’s too ingrained, too easy as a shorthand

Your mission, young warriors, is to infuse new meaning into that word so our industry is not perceived as lazy, arrogant, patronizing and, most importantly, out of step with culture

WTF HAPPENED WITH CULTURE?

DIGITAL HAPPENED"

DIGITAL CULTURE (at it’s best) "Democratic Open Fast Playful Scrappy Accountable Pretty dang human

A COLLECTION OF THINGS I PERSONALLY LOVE ABOUT "DIGITAL CULTURE

THE IDEA, NOT THE LEGACY, RULES"Twitter is five years old YouTube is six years old Facebook is seven years old Google is fourteen years old

DOING IS DEMOCRATIZED

THE GIG IS UP"In the US, TV was made by advertisers The Internet, although it has a military/education DNA, was built by the collective As web-culture continues to define mainstream culture, the collective is and will continue to call us out on our BS

DIGITAL CULTURE

the values of digital are becoming our cultural values

WHAT DOES THIS ALL MEAN FOR US?

IT’S A PRETTY AWESOME TIME "TO DO WHAT WE DO

MORE COMPETITIVE WORLD "CREATIVITY IS OUR SWORD "PEOPLE MATTER "

THE CANVAS TO MAKE BRANDS DO ALL THIS STUFF IS AWESOMELY COMPLEX AND RICH"(which means, our jobs get more and more interesting every day)"(which means, brilliance should come from every discipline, not just the creative department)

BUT YOU HAVE TO PARTICIPATE

BRANDS GET AND NEED TO BE "MORE HUMAN"and be about more than just the idealized consumptive act

SHIFT"traditionally a brand’s relationship with a person has been based on the consumptive act married with idealized emotional benefits. very few brands presented much more than that

but culturally, consumption, people’s relationship with consumption and the emotional effect of consumption is being questioned

to stay relevant, we have to adjust

MEANING…"brands need to do more, talk less"they need to have conversations they need to have an opinion they need to be useful they need to flex and move they need to be smart they need to show their warts they need to work for our love they need to provoke they need to entertain and have fun they need to do

PATAGONIA FOOTPRINT CHRONICLES

GOOGLE DOODLES

SCION

BURBERRY

HUMAN BRANDS "we like to be around them (useful/entertaining) they’re complex (warts and all) they’re interesting they move at our pace they like to talk with us they make us think they’re in sync with culture

Be brave! Go have fun!

thank you