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A brief POV about how introducing the structure & principles of the newsroom can help the advertising industry keep pace with fast-moving culture and keep brands top-of-minds for consumers.
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ADVERTISING, MEET THE NEWSROOM
1Monday, August 20, 2012
“In order to make advertising that I’d like, you first
need a new concept of news. I think it’s connected.
News and advertising: it’s all media. But what new
form of advertising/news would be, I don’t know.”
Hans Aarsman | Advertising for People Who Don’t Like Advertising
2Monday, August 20, 2012
“The pace of change in our economy and our
culture is accelerating -- fueled by global adoption
of social, mobile, and other new technologies -- and
our visibility about the future is declining.”
FastCompany | Generation Flux, February 2012
4Monday, August 20, 2012
photo by 尻是一種好習慣總比亂打砲來得好
FAST IS
GETTING FASTER5Monday, August 20, 2012
IN 60 SECONDS
6Monday, August 20, 2012
2,000 Flickr Images7,610 LinkedIn Searches175,000 Tweets700,000 Facebook Messages
Source: venturebeat.com via Contagious Magazine, April 2012
7Monday, August 20, 2012
New York Magazine | Hype Cycle
COMMERCIAL CREATIVITY ONLY MATTERS IF
THE CONTEXT IS RIGHT. THE PROBLEM:
CONTEXT IS A MOVING TARGET.
8Monday, August 20, 2012
photo by Stuck in Customs
WE MUSTRETHINK
HOWWE MAKE ADS
9Monday, August 20, 2012
“The photograph captures the city desk, the heart of the newsroom, with its editors facing off at the center and
the copy editors arrayed around their horseshoe of a communal desk̶the “rim”̶to the right. It is not
surprising that they are leaning forward, in various states of enterprise. The Journal-American put out five
editions a day, plus extras for big stories, from its home on the Lower East Side of Manhattan. In a city with seven
daily newspapers, speed was a matter of survival.”
Smithsonian Magazine | http://www.smithsonianmag.com/history-archaeology/The-Newsroom-Rush-of-Old.html#ixzz216rlrP5I
10Monday, August 20, 2012
SPEED IS A MATTER OF SURVIVAL
11Monday, August 20, 2012
8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pmDaily BriefingContent SelectedReserve MinedRemix/CreateCreative Review
12Monday, August 20, 2012
Information will continue to proliferate, circulate, thrive, and die at a staggering
speed. The amount and diversity of ideas flowing through our ever-growing
media landscape will continue to shape and re-shape our beliefs and behaviors
faster than ever. An idea might be relevant today and completely irrelevant
tonight. A relevant creative idea is wasted if its potential is not identified in time to
push it further, to evolve it as events unfold. Creative ideas are only relevant in
the right context and context is a moving target. People in the commercial
creativity business have seen this change happen in awe while people in the
newsroom have always thrived in a ruthlessly fast communications environment.
It’s time that both camps meet each other as Madison Avenue has a thing or two
to learn from a field designed around insight, speed and relevance.
13Monday, August 20, 2012
ADVERTISING, MEET THE NEWSROOM
#NEWSANDADVERTISINGVote here to continue the discussion at SXSW.
14Monday, August 20, 2012
Igniting Cultural Energy @sparksandhoneysparksandhoney.tumblr.comfacebook.com/sparksandhoney
15Monday, August 20, 2012
