The Rise of Creativity
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The document discusses the fall of traditional advertising and rise of creativity. It notes that consumers now control media and brand messages. Jim Stengel, the CMO of Procter & Gamble, stated that the traditional marketing model is broken. The document suggests that advertising is now consumer-driven and must respect the intelligence of its audience, and that in the past advertising ideas drove companies but now companies need ideas that can become advertising.
The Rise of Creativity
- 1. The Fall of Advertising and the Rise of Creativity Axel Bring éus, Åkestam Holst 27 November 2007
- 5. ” Ne dites pas à ma mère que je suis dans la publicité - elle me croit pianiste dans un bordel”
- 8. ” I know that half of my advertising budget is wasted, but I’m not sure which half”
- 17. ” I’ve changed, you haven’t” - Consumer
- 20. consumers control the (brand) message
- 25. "The traditional marketing model is broken" - Jim Stengel Procter & Gamble CMO
- 37. FIRM INFRASTRUCTURE HUMAN RESOURCE MANAGEMENT TECHNOLOGICAL DEVELOPEMENT CLIENT ACQUISITION CONSUMER UNDERSTANDING CREATIVITY ADVERTISEMENT PRODUCTION EXECUTION MEASUREMENT & FOLLOW UP
- 38. FIRM INFRASTRUCTURE HUMAN RESOURCE MANAGEMENT TECHNOLOGICAL DEVELOPEMENT CONSUMER UNDERSTANDING CREATIVITY
- 39. Then: advertising ideas Now: ideas that can become advertising
- 55. ” Traditional advertising is dead” ” Advertising must respect the intelligence of its audience.” ” Advertising is consumer driven.”