Power New Ideas The ! ! of

n Paul Romer... n Paul Romer... “Ideas are a powerful driving force in our economy!” “Ideas are a powerful driving force in our economy!”

The Power of New Ideas ! n The Challenge of Change n New Agencies n New Media... Interactive n New Marketing Services n New Products

The Challenge of Change n The Speed of Change n Uncertainty More Volatility n Inertia n Uncertainty More Volatility n Inertia Evaluation accelerates change Evaluation accelerates change Resistance to Change

The Challenge of Change n Information l “PowerShift” n Information l “PowerShift” n Innovation l “The Dilemma of Success” n Innovation l “The Dilemma of Success”

The Challenge of Change n Information l “PowerShift” n Information l “PowerShift” n Individualization l “Personalization” is this The Next “P?” n Individualization l “Personalization” is this The Next “P?” n Innovation l “The Dilemma” n Innovation l “The Dilemma”

The P’s vs. the C’s n Four P’s n The Four C’s l Consumer l Cost l Convenience l Communication n The Four C’s l Consumer l Cost l Convenience l Communication n It’s all about “The Fifth P” People l Product l Price l Place l Promotion l Product l Price l Place l Promotion

New Products: n New Trends/Bad News l Slow/No growth l More Alternatives l Less Time l Slow/No growth l More Alternatives l Less Time l Campbell’s trying to add convenience and quality

New Products: n New Trends/Good News l High growth l Fills Unique Need l Saves Time l PDA’s l High growth l Fills Unique Need l Saves Time l PDA’s l Competition grows rapidly l Competition grows rapidly

New Products: n And Those New Trends Create More New Trends … and New Products n And Those New Trends Create More New Trends … and New Products l PDA Pants!

New Agencies: n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian-American n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian-American Eliot Kang - Kang & Lee

New Agencies: n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian l Hispanic Melissa Lammers Y&R Puerto Rico Melissa Lammers Y&R Puerto Rico

New Agencies: n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian n Agencies, like all businesses, respond to the market. n New & Growing Segments l Asian l Hispanic l High Tech Melissa Lammers Y&R Puerto Rico Melissa Lammers Y&R Puerto Rico Mark Kvamme CKS/MarchFirst Mark Kvamme CKS/MarchFirst

New Media: n New Target Segments New Hispanic Magazines Latin Pak - Hispanic Direct

n THE New Medium... New Media: n New Target Segments News Corporation Russian Outdoor n Worldwide Growth

n The Beginning… l 1969 ARPAnet l l 1986 NSFNET l 1987 UUNET l 1991 HTML n The Beginning… l 1969 ARPAnet l l 1986 NSFNET l 1987 UUNET l 1991 HTML The Internet:

n Browsers & Web sites The Internet: l 1993 Mosaic “GUI” l Web sites l ,000 Web sites! l 1993 Mosaic “GUI” l Web sites l ,000 Web sites!

The Internet: l 1994 First Banners (HotWired) n Browsers & Web sites l 1993 Mosaic “GUI” l Web sites l ,000 Web sites! l 1993 Mosaic “GUI” l Web sites l ,000 Web sites!

n OLD Advertising Choices The Internet: Do You Yahoo? Do You Yahoo? l Destination Sites l Micro-sites  Banner Ads l Destination Sites l Micro-sites  Banner Ads l Portalslike AOL and…

NEW Advertising Choices: “ONLINE/INTERACTIVE” n Technology and new advertising opportunities

New Marketing Services: n The Continuing Shift to a Consumer-Driven Perspective n Account Planning (Agencies) n The Continuing Shift to a Consumer-Driven Perspective n Account Planning (Agencies) n Consumer Insight (Marketers)

New Marketing Services: n The Continuing Shift to a Consumer-Driven Perspective n DeeDee Gordon and “Cool Hunt” n The Continuing Shift to a Consumer-Driven Perspective n DeeDee Gordon and “Cool Hunt” l Not just what kids think, but what the cool kids think. l Not just what kids think, but what the cool kids think.

The future? n Adaptability n Stats n Recent news n Adaptability n Stats n Recent news

n Bob Pittman: Media Star l TV - a new idea… l He starts l AOL l AOL/Time-Warner “In charge of New Ideas” l AOL/Time-Warner “In charge of New Ideas” l Started in Radio From OLD to NEW

n Bob Pittman Says… “This is not a test. The Internet has arrived.” “The mass market is moving to interactive.” “Convenience is King!” “Big Brands Win.” From OLD to NEW

"At the rate that technology is advancing, you know, people will be implanting chips in our children to advertise directly into their brains and tell them what kind of products to buy" Hillary Clinton (D-N.Y.), who didn't appear to be joking, at a Kaiser Family Foundation forum on media and children. --Newsday 7/21

Yahoo! is the most popular news and current events destination on the Web, with more than 15 million unique users visiting during the week ending June 25. NewsMax.com, Traffic.com and HuffingtonPost.com ranked as the top three advertisers on sites in the news category.Yahoo! Traffic.com Yahoo! is the most popular news and current events destination on the Web, with more than 15 million unique users visiting during the week ending June 25. NewsMax.com, Traffic.com and HuffingtonPost.com ranked as the top three advertisers on sites in the news category.Yahoo! Traffic.com

A new study by Atlas Institute purports to show that running search and display ads concurrently reinforces contextual advertising messages on search engines, yielding a higher conversion rate than when search ads appear alone.

Time Warner reportedly is planning a restructuring of its AOL division, moving it away from Internet service subscriptions and toward an ad-supported content model. Time Warner Time Warner reportedly is planning a restructuring of its AOL division, moving it away from Internet service subscriptions and toward an ad-supported content model. Time Warner

Following the success of the rejected WB pilot "Nobody's Watching" on YouTube.com, NBC has ordered six episodes of the showNBC Following the success of the rejected WB pilot "Nobody's Watching" on YouTube.com, NBC has ordered six episodes of the showNBC

Interpret LLC is introducing a new service called Gameasure, designed to offer demographic and usage data for online games to help marketers decided which game is right for their ads.

n Apple CFO Peter Oppenheimer this week strongly hinted that the computer and iPod maker plans to offer a mobile phone product.Apple n Apple CFO Peter Oppenheimer this week strongly hinted that the computer and iPod maker plans to offer a mobile phone product.Apple

Grupo Televisa, the Mexican broadcasting giant that recently came up short in a bid to buy U.S. Spanish-language network Univision, is suing that network, saying Televisa has the right to begin webcasting its telenovelas and other shows in the U.S.

NBC will be using data gathered by IAG Research, which monitors viewer recall of product placements, to demonstrate to advertisers that the network's viewing audience pays attention to programming details, including the plot of a particular episode. Toyota Motor is the first marketer to link its advertising buy to the level of engagement of the viewing audience. NBCToyota Motor NBC will be using data gathered by IAG Research, which monitors viewer recall of product placements, to demonstrate to advertisers that the network's viewing audience pays attention to programming details, including the plot of a particular episode. Toyota Motor is the first marketer to link its advertising buy to the level of engagement of the viewing audience. NBCToyota Motor