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Consumer Marketing Innovation
10 Ways Media & Agencies are Changing
Change is Faster
Change is Faster
Consumer Marketing Innovation

 Agencies                      Media
   Putting Science Before        Data Explosion
    Art                           Trading Floor vs. Board
   Tech Director as Don           Room
    Draper                        Brands as Publishers
   Adaptive vs. Assembly         TV Will Intro Deeper
    Marketing                      Digital Branded
   Death of Linear Thinking       Experiences
   AOR/Boutique Mashup           No Channels
Agencies: Putting Science Before Art

  WHO?                 WHERE?              WHAT &               WHERE?
                                           HOW ?
The Target           Preliminary           Message +             Refined
                                            Media



   WHY
   1) ART inspired by SCIENCE
   2) Recognizes the context and that technology is always changing
   3) Ideas and execution are linked throughout
Agencies: Adaptive vs. Assembly Marketing
Traditional Marketing Process
Agencies: Adaptive vs. Assembly Marketing
Adaptive Marketing Process
Agencies: Death of Linear Thinking
Traditional
                          Awareness
Sales
Funnel
                         Consideration

                           Purchase

                         Performance

                          Preference

                            Loyalty

                           Advocacy
Agencies: Death of Linear Thinking
                            Empower Brand Participation Map
                           DMA #1                       DMA #2




Awareness base: total respondents
Key measures base: respondents aware of client A
Agencies: Tech Director as Don Draper
Agencies: AOR/Boutique MashUp
Consumer Marketing Innovation

 Agencies                      Media
   Putting Science Before        Data Explosion
    Art                           Trading Floor vs. Board
   Tech Director as Don           Room
    Draper                        Brands as Publishers
   Adaptive vs. Assembly         TV Will Intro Deeper
    Marketing                      Digital Branded
   Death of Linear Thinking       Experiences
   AOR/Boutique Mashup           No Channels
Media: Data Explosion
10 Ways Agencies & Media Are Changing
Media: Trading Floor vs. Boardroom
Media: Brands as Publishers
Media: TV Intros Deeper Digital Branded Experiences
Media: TV Intros Deeper Digital Branded Experiences
Media: TV Intros Deeper Digital Branded Experiences




Twelp Force and Old Spice cnn trending
Media: No Channels
Media: NoChannels.com
Is your culture flexible enough to turn change
       into a competitive advantage?
Consumer Marketing Innovation
10 Ways Media & Agencies are Changing

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10 Ways Agencies & Media Are Changing