Transcript What Are Billy & Sue Expecting?

or
Lessons From a Day in LA
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MADISON + VINE
 Newsletter launch
 Ad Age
 Commerce & Content
 Beverly Hills Hotel
 Room for 100 people
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MADISON + VINE
 Steve & Rance
 Turner
 Warner
 CAA
 GM
 Omnicom
 400 people
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Some Quotes
MADISON + VINE
 “The advertising model has changed
from intrusion to invitation.” Rance Crain
“TiVo is the Anti-Christ.” Jamie Kellner
“What’s the measurement for all this?”
Bruce Redditt
 “Talent won’t pimp for advertisers.”
Peter Arnell
 “Who pays the bill?” Steve Sturm
 “This is the wild west, there is no
financial model.” Mitch Kanner
 “If a new model isn’t developed, the old
one will simply collapse.” Steve Heyer
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Let’s Go Back to 1950
 Advertising was print
 Billy & Sue paid
for subscriptions
 They read the ads
they wanted to read
 Radio was free,
but its role was
small
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Along Came Television
A new proposition…
You give us your
time,
and we’ll give you free
content!
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The Essence of the Deal
To Billy & Sue, their money
was more valuable
than their time
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But, They Were Pretty
Smart…
They immediately developed
mental advertising filters
RECEIVED
ADVERTISING
TRANSMITTED
ADVERTISING
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Where Billy and Sue Got
Their Commercial Information
PR
RADIO
MAGAZINES
DIRECT SALES
NEWSPAPERS
DIRECT MAIL
TV
OUTDOOR
PROMOTIONS
LITERATURE
WORD OF MOUTH
ETC., ETC.
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But, As Time Passed
That Changed
PR
RADIO
MAGAZINES
TV
DIRECT SALES
NEWSPAPERS
CABLE
DIRECT MAIL
OUTDOOR
INTERNET
PROMOTIONS
LITERATURE
WORD OF MOUTH
ETC., ETC.
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And, Billy & Sue Changed, Too
Now, their time had become
more valuable than their money
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They Also Questioned Why
They Should do
The Advertising Filtering?
GONE
A New Proposition…
Let the Advertiser do
the Filtering!!
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What Are Billy & Sue Expecting?
 Understanding
 One to one marketing
 Message coherence
 Naturalness
 Respect
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The Essence of This New Deal
is Mass Customization of the
Commercial Message
The Key to Billy & Sue is…
PERSONAL
RELEVANCE
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So, What
Does All This
Mean For
Advertising
Agencies?
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First, Some More Quotes
MADISON + VINE
 “We are talking about nothing short of
reinventing the business of marketing
communications, from an intrusion to an
invitation based model.” Scott Donaton
 “I don’t want to live through this period
of disruption.” Agency CEO
 “It is time for ad agencies to stop
whining and get creative.” David Lubars
 “Ad agencies can be the quarterback, if
they can get over their fear.” Steve Heyer
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Ad Agencies
Strengths
Understanding of
the consumer
Weaknesses
On the defensive
Understanding of
brand experience
Stuck in the 30
sec. spot/colorful
ad rut
Client
relationships
Poor
collaborators
Skilled
aggregators
Caught in the
FWMTS trap
Diverse talent
Fear
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What To Do?
1. Consumer focus
2. Brand architects
3. Coalesce the
outcome
4. Holistic ideas
5. Business creativity
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1. Consumer Focus
Ad agencies
understand the
mind of the
consumer better
than any other player
This is the unique
strength to leverage
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2. Brand Architects
Like a great
building, a
great brand
needs a skillful architect
This is the position that
ad agencies should be
moving to fill
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3. Coalesce The
Outcome
No resource can
do it all alone, not
even ad agencies.
And marketers can’t do it
themselves, either
Ad agencies need to develop
skills in coalescing diverse
talent and resources
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4. Holistic Ideas
Great ideas alone
are not enough.
Today, they must
be seamlessly aligned into
the entire brand experience
Ad agencies need to create
powerful ideas that integrate
well with the whole
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5. Business Creativity
Today’s business
model is dying. A
new one must be
invented. This will take an
enormous leap by all
Ad agencies that lead in this
can survive. Those that
don’t will be marginalized
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And Finally…
Accept the fact that reliance
on 30 second spots and
colorful ads and other stuff
as the backbone of the ad
agency business just won’t
work anymore
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The Good News
The consumer has more
money than ever to spend,
and is looking for relevant
messages about the brands
that will fulfill their lives
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Oh, And By The Way…
If You Haven’t Noticed,
Billy & Sue Have Changed
Their Names, Too!
Copyright 2003 Carlton Associates Incorporated
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