THE FUTURE OF THE ADVERTISING AND PR AGENCY

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CONSUMERS ARE INFLUENCING EVERYTHING POLITICS ENTERTAINMENT JOURNALISM DESIGN

AND MORE IMPORTANTLY THE DEVELOPMENT AND DISTRIBUTION OF CONTENT

THE DIGITAL REVOLUTION HAS CHANGED EVERYTHING

MEDIA OUTLET DIVERSIFICATION

THE SOCIAL REVOLUTION HAS CHANGED EVERYTHING

“Not to put too fine a point on it, the moment we are living through is the largest increase in expressive capability in human history” - Professor Clay Shirk, Internet expert and author of “Here Comes Everybody” …and has allowed consumers to become true producers

Above all else, social media has upended the marketing model from “one to many” to “many to many”

Brand Message ONE TO MANY

Many to Many Brand Message IS BEING SUPPLANTED BY MANY TO MANY

CONSUMER EMPOWERNMENT

CONSUMER ENABLEMENT

CONSUMER EXPRESSIONISM

CONSUMER ENGAGEMENT

Connected consumer x Enabled Empowered Expressive Engaged x Technology (the amplifier) Content

Power of word of mouth

“92% of consumers never listen to what a brand has to say about itself. Whereas 97% of consumers listen to what a consumer has to say about a brand”

THE AVERAGE CONSUMER MENTIONS SPECIFIC BRANDS OVER 90 TIMES A WEEK IN CONVERSATIONS WITH FRIENDS, FAMILY AND CO-WORKERS SOURCE: KELLER FAY, WOMMA, 2020

ADVERTISING AND PR USED TO BE TWO DISTINCT MODELS OF INFLUENCE

NOW, THEY ARE BECOMING ONE IN THE SAME

Advertising Public RelationsMediaDirect Response Digital Brand Client THE PAST: SILOED

Brand Client Completely Integrated Solutions THE FUTURE: BUNDLED

From Peak & Valley campaign to “Always On” distribution Online Presence Channels” Always On” Time THE OPPORTUNITY

GILLETTE PROGLIDE

Messages Campaigns Channels Silos Monolithic Uni-directional Static Isolated Relationships Platforms Experiences Collaborative Personalized Multi-directional Adaptive Participatory THE FUTURE

THANK YOU