Last night along with several Preston Kelly colleagues we had the chance to listen to Edward Boches one of the founding partners of Mullen and former Chief Creative Officer at the Fine Line in Minneapolis on a snowy Monday night.
The title of his discussion was "The Future of Advertising". Edward is a great speaker and he engaged the audience very quickly when he spoke of the recent fall of Cliff Freeman agency. At one time this agency was one of the leading creative forces - very well known for great TV creative for Little Casear's and many other big brands. His key point was that they had not seen the changing title wave of "digital" and as a result they were left in the dust.
He gave several examples of brands that are doing great things in the digital space - like Estee Lauder setting up photo opportunities in store so their customers can have good pictures to post on their Facebook page, Dunkin Donuts app, Timberland Pro Boot and Olympus cameras to name a few. Go ahead and dig around and see what you can find on these brands.
Edward shared his thoughts on how strategies were developed in the "BD - (Before Digital) age. The traditional approach was based on:
1) Audience
2) Message
3) Target
4) Penetrate
5) Media Plan
And today the strategic development approach should be based on:
1) Community
2) Content
3) Inspire
4) Collaborate
5) Interest Plan
One final note on strategy - he noted that the Crispin Porter creative brief is built around three key pillars:
1) Tension - what are the points that make this brand different
2) Question to answer - key strategic message to interact with consumers
3) Talk Value - how will these messages create talk value
It was an inspiring presentation and it has given me plenty to think about. I will write tomorrow as I continue to soak it all in today. It is presentations like this that keep me inspired about the exciting times ahead in this business.
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