Branding Strategies in an ever-changing digital world, David Pugh-Jones, Creative Strategist, MSN

Branding strategies in an ever changing digital world

David Pugh-JonesCreative Strategist EMEA Microsoft Advertising

Seismic ShiftContent Advertiser amp Consumer

Passive Engagedgt

Interrupt Relevantgt

Mass Targetedgt

Broadcast Interactivegt

30 Seconds Extended timegt

Advertiser Control Consumer Controlgt

Publisher Timetable My Timetablegt

Single platform Multiple Media Platformsgt

ldquoTime is being created that didn‟t exist beforerdquo

- farfar Stockholm Sweden

Where I want itWhen I want it How I want it

Publisher Control

Consumer Control

lsquoIf you talked to consumers the way advertising talked to consumers theyrsquod punch you in the facersquo

Hugh Macleod gapingvoidcom

Attract

Engage

Excite

The Essence of True Creative Marketing

How do we bring advertising to life

Creativity is the key to

consumer engagement

lsquoThe trade of advertising is now so near perfection that it is not easy to propose any improvementrsquo

Samuel Johnson 1759

The world‟s longest ad

Use Brand Advocates

IM talktofrankbothotmailcouk

The results so far

500000 people have added FRANKto their buddy list

Over 3 million conversations and

35 million individual questions

Lasting five minutes on average

The Agent is accessible 24 hours a day

seven days a week

bdquoEntertain Me‟ Advertising

Exclusivity

For Mums By Mums About Mums

httpkirillukmsncom

Leveraging their network99 of web sites are not socially enabled

bdquoTell me and I‟ll forgetShow me and I might rememberInvolve me and I will understand‟Benjamin Franklin

Every brand is unique

Everyone is CreativeIf you‟re not you can‟t work here

The Power of Brand Advocates

Using Brand Advocates

Take the Plunge

Real vs Virtual World

Tom Clancyrsquos Rainbow Six Vegas

Can we predict the future

When a TV spot airs half the audience leaves the room

Another 35 change the channel

When a magazine ad appears most just

turn the page

PVR Owners delete 88 of all

commercials

Most web banners have less than 1 click thru

At 65mph most billboards are

never read

Brand Engagement is paramount to

survival

The evolution of the www

Microsoft

Confidential

Is this the year of MobileEvery year is the year of Mobile

bdquoWe always overestimate the change that will occur in the

the change that will occur in the next ten‟next two years and underestimate

lsquoBrand-Headedrsquo

Next Generation Behavioural Advertising

Immersive Digital Video Content

Virtual EarthVirtual Earth 3D

Virtual Earth with Deep Zoom Technology

Darwin‟s Digital Evolution

this will change forever the way you think about digital photos

Picture the Future

Photosynth

lsquoWhen the total brandscape is evolving so fast brands that are sitting still risk looking out of touch and out of energy For most brands whether in technology media or entertainment slow is dangerousrsquo

Next Now Trends for the Future 2007Marian Salzman amp Ira Matathia

I can‟t afford to take risks

lsquoThe biggest risk of all is to do nothing and

continue to follow the paths of the pastrsquo

- David Pugh-Jones I just said it

Talk doesnrsquot cook rice(Old Chinese Proverb)

The digital erarsquos creative possibilities are endless

copy 2008 Microsoft Corporation All rights reserved Microsoft Windows Windows Vista and other product names are or may be registered trademarks andor trademarks in the US andor other countriesThe information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation Because Microsoft must respond to changing market conditions it should not be interpreted to be a commitment on the part

of Microsoft and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation MICROSOFT MAKES NO WARRANTIES EXPRESS IMPLIED OR STATUTORY AS TO THE INFORMATION IN THIS PRESENTATION

dpughjmicrosoftcom

httpadvertisingmicrosoftcomeurope