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A presentation from Ogilvy Cape Town on integrated advertising. The presentation was given at the 2012 Integrated Marketing Conference in Cape Town by Luca Gallarelli, Jonathan Lang, and Chris Rawlinson. Look below the presentation for Slide Notes.
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But before we dive right in we needto understand some context
”The consumer is not a moron,she’s your wife”
But how we consume media has changed.
“It’s not informationoverload we suffer from,
it’s filter failure.”- Clay Shirky
Each of Us Has Our Own “Personal Message Filter”
“The time is ripe for the next generation of contextual
branding - the art of sending the right
message, to the right audience, at the right
time”
Martin Lindstrom
So to capture and hold their
attention,
we need to play smarter
What do we mean when
we talk about
“integrated communication”?
WE DEFINE IT AS:
A single campaign thought that leverages multiple
communication channels
How do we categorizethese communication channels?
Paid
Owned
Earned
Which of theseare in your control?
Paid
Owned
Paid&
Owned
is about the HOW
How do you bestinfluence that which is not in
your control?
Earnedis about the
WHAT
WHATis the idea
Is what you’re doing…..
Is the idea worthy enough
Shift HappenedYou can’t outspend your way across
the network.You can’t outshout your way across the
network.You have to outsmart your way across.
Lets think more about what we’re doing.
Are you brave enough?