@mikepweiss  

DON DRAPER IS DEAD @mikepweiss  

@mikepweiss  

“ADVERTISING IS BASED ON ONE

THING: HAPPINESS” – DON DRAPER

@mikepweiss  

ADVERTISING KILLED

DON DRAPER

@mikepweiss  

SPRAY & PRAY

@mikepweiss  

@mikepweiss  

INTERRUPTIVE MARKETING

@mikepweiss  

@mikepweiss  

“It's an ideal time to tell the brand's story on one of the

world’s most-watched stages.” -­‐  Loren  Angelo,  GM  of  Marke1ng  for  Audi

@mikepweiss  

@mikepweiss  

IN THE 1960’S 75 MESSAGES

PER DAY

@mikepweiss  

3,000 MESSAGES PER DAY.

THAT’S 3 TO 4 PER MINUTE.

@mikepweiss  

CONSUMER HAS BEEN TAKING CONTROL

VIA CALLER ID, DVRS AND SIRIUS.

@mikepweiss  

TIME SHIFTED VIEWING

@mikepweiss  

TV GUIDE SURVEY: 96% OF DVR VIEWERS SKIP COMMERCIALS.

@mikepweiss  

@mikepweiss  

BIG DATA

@mikepweiss  

“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

@mikepweiss  

MERGED MEDIA

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PAID OWNED EARNED

@mikepweiss  

@mikepweiss  

@mikepweiss  

@mikepweiss  

3.1 million per 30 seconds *111 million people watch *

PAID  

@mikepweiss  

Ad is launched 1 week before Super Bowl and received 1 million views in one day

*

** Ad receives 8 million

views before Super Bowl

In 2 days 15 million views

* 60 million views to date

OWNED  

@mikepweiss  

EARNED  

@mikepweiss  

@mikepweiss  

@mikepweiss  

PAY FOR�

@mikepweiss  

15 million likes *

**

2 million followers

32 million views

Soccer 20 million likes *

* 3 million followers

@mikepweiss  

@mikepweiss  

@mikepweiss  

@mikepweiss  

EARNED  

@mikepweiss  

@mikepweiss  

GO BEYOND THE CTR

@mikepweiss  

“THE CONSUMER IS PRESIDENT OF THE

NEW REPUBLIC.” MEDIA 2015: THE FUTURE OF MEDIA

@mikepweiss  

CONTENT STRATEGY IS KEY

@mikepweiss  

@mikepweiss  SOURCE: CREOTIVO  

@mikepweiss  

NEW FRONT LINE 24/7/365

@mikepweiss

@mikepweiss  

“EVERYONE IS CAPABLE OF BREAKING A SALE.”

- ZIG ZIGLAR

@mikepweiss  

@mikepweiss  

@mikepweiss  

“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

@mikepweiss  

“Advertisers need a lot more content so that they can keep

the engagement with consumers fresh and relevant.” Jonathan  Mildenhall,  Coca-­‐  Cola’s  VP  of  Global  

Adver1sing  Strategy  &  Excellence  

@mikepweiss  

CONTENT STRATEGY IS KEY

@mikepweiss  

@mikepweiss  

EDUCATIONAL; INSPIRING; ENGAGING.

@mikepweiss  

BUYING A CAR

@mikepweiss  

@mikepweiss  

PERMISSION BASED MARKETING

@mikepweiss  

“CUSTOMERS NO LONGER SEPARATE MARKETING

FROM THE PRODUCT – IT IS THE PRODUCT”

MCKINSLEY QUARTERLY JULY 2011

@mikepweiss  

“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

@mikepweiss  @mikepweiss  

@mikepweiss  

WHAT WOULD DON DO?

@mikepweiss  

@mikepweiss  

DON DRAPER WAS CONFINED & IT KILLED HIM