Branding strategies in an ever changing digital world..
David Pugh-JonesCreative Strategist EMEA, Microsoft Advertising
Seismic ShiftContent, Advertiser & Consumer
30 Seconds Extended time>
Advertiser Control Consumer Control>
Publisher Timetable My Timetable>
Single platform Multiple Media Platforms>
Time is being created that didnt exist before.
- farfar, Stockholm, Sweden
Where I want it,When I want it, How I want it.
If you talked to consumers the way advertising talked to consumers, theyd punch you in the face
Hugh Macleod, gapingvoid.com
The Essence of True Creative Marketing
How do we bring advertising to life?
Creativity is the key to..
The trade of advertising is now so near perfection that it is not easy to propose any improvement
Samuel Johnson, 1759
The worlds longest ad!?
Use Brand Advocates
The results so far..
500,000 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.
Entertain Me Advertising
For Mums, By Mums, About Mums
Leveraging their network99% of web sites are not socially enabled
Tell me and Ill forget.Show me and I might remember.Involve me and I will understandBenjamin Franklin
Every brand is unique
Everyone is Creative!If youre not you cant work here
The Power of Brand Advocates
Using Brand Advocates
Take the Plunge..
Real vs Virtual World
Tom Clancys 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
Most web banners have less than 1% click thru.
At 65mph, most billboards are
Brand Engagement is paramount to
The evolution of the www.
Is this the year of Mobile?!Every year is the year of Mobile!
We always overestimate the change that will occur in the
the change that will occur in the next tennext two years and underestimate
Next Generation Behavioural Advertising
Immersive Digital Video Content
Virtual EarthVirtual Earth 3D
Virtual Earth with Deep Zoom Technology
Darwins Digital Evolution
this will change forever the way you think about digital photos..
Picture the Future
When 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 dangerous
Next Now: Trends for the Future 2007Marian Salzman & Ira Matathia
I cant afford to take risks
The biggest risk of all is to do nothing and
continue to follow the paths of the past
- David Pugh-Jones, I just said it!
Talk doesnt cook rice(Old Chinese Proverb)
The digital eras creative possibilities are endless..
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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.