DON DRAPER IS DEAD

UCLA/UCSC Italy2013

@mikepweiss

@mikepweiss

WHAT KILLED HIM?

ADVERTISING & THE PITCH

“ADVERTISING IS BASED ON ONE

THING: HAPPINESS”

– DON DRAPER

THE PITCH WAS THE FINAL

STRAW

ADVERTISING

3,000 MESSAGES PER DAY.

THAT’S 3 TO 4 PER MINUTE.

CONSUMER HAS BEEN TAKING

CONTROL VIA CALLER ID, DVRS

AND SIRIUS.

TIME SHIFTED VIEWING

TV GUIDE SURVEY: 96% OF DVR

VIEWERS SKIP COMMERCIALS.

INTERRUPTIVE

MOVIE STUDIOS FOCUS ON OPENING

WEEKEND ONLY

MERGED MEDIA

PAIDOWNEDEARNED

“THE CONSUMER IS PRESIDENT OF THE NEW REPUBLIC.”

MEDIA 2015: THE FUTURE OF MEDIA

BIG DATA

“I NOTICE INCREASING RELUCTANCE ON THE PART OF MARKETING

EXECUTIVES TO USE JUDGMENT; THEY ARE COMING TO RELY TOO MUCH ON

RESEARCH, AND THEY USE IT AS A DRUNKARD USES A LAMP POST FOR SUPPORT, RATHER THAN FOR ILLUMINATION.”

– DAVILD OGILVY

CONTENT STRATEGY IS KEY

THE PITCH

SOURCE: CREOTIVO

NEW FRONT LINE

@mikepweiss

“EVERYONE IS CAPABLE OF

BREAKING A SALE.”- ZIG ZIGLAR

“ASSUME THAT YOUR PROFESSIONAL LIFE AND

YOUR PERSONAL LIFE WILL MERGE ONLINE REGARDLESS

OF YOUR CARE IN SEPARATING THEM”

FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY

EDUCATIONAL; INSPIRING; ENGAGING.

BUYING A CAR

PERMISSION BASED MARKETING

“CUSTOMERS NO LONGER SEPARATE

MARKETING FROM THE PRODUCT – IT IS THE

PRODUCT” MCKINSLEY QUARTERLY JULY 2011

“RATHER THAN ALLOW CAMPAIGNS TO BE DRIVEN BY PAID MEDIA, MARKETERS

MUST NOW DEVELOP SCALE AND EXPERTISE IN OWNED AND EARNED MEDIA TO DRIVE EFFECTIVENESS,

CULTIVATE CREATIVE IDEAS, ASSESS CUSTOMER NEEDS, AND CUT THROUGHT

THE CLUTTER.” ALTIMETER GROUP JULY 2012

DON DRAPER WAS CONFINED

& IT KILLED HIM

@mikepweiss