Comments on: The future of advertising? And the answer is… http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6 Marketing ideas for navigating a consumer driven world Fri, 10 Feb 2012 03:00:20 +0000 hourly 1 http://wordpress.org/?v=3.3 By: edward boches http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2885 edward boches Fri, 11 Dec 2009 13:34:40 +0000 http://edwardboches.com/?p=2799#comment-2885 Jessica, Thank you for your comment. I agree wholeheartedly. But for you to even suggest that such a premise is missing from this blog or my writing implies that you haven't read anything that I write or talk about, or have selectively chosen what to focus on. I have spoken frequently about stories, creative, emotion and how that will drive the future of all things social quite often. Some examples: http://edwardboches.com/presentations http://edwardboches.com/creativity-in-the-age-of-social-media-the-entire-presentation http://edwardboches.com/the-sweetness-of-lemons http://edwardboches.com/social-media-changes-everything-except-the-need-for-creativity Jessica,
Thank you for your comment. I agree wholeheartedly. But for you to even suggest that such a premise is missing from this blog or my writing implies that you haven’t read anything that I write or talk about, or have selectively chosen what to focus on. I have spoken frequently about stories, creative, emotion and how that will drive the future of all things social quite often.
Some examples:
http://edwardboches.com/presentations
http://edwardboches.com/creativity-in-the-age-of-social-media-the-entire-presentation
http://edwardboches.com/the-sweetness-of-lemons
http://edwardboches.com/social-media-changes-everything-except-the-need-for-creativity

]]> By: Jessica Tillyer http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2884 Jessica Tillyer Fri, 11 Dec 2009 13:11:32 +0000 http://edwardboches.com/?p=2799#comment-2884 This is a great article. Well articulated and brings up points of observation we all should be aware of. The missing link though in this article and in the collective thesis of your blog is that consumers are humans and that we are driven by emotions. It is the emotional connection of *social* media that has made it the game changer it is. It is not engineers that made Facebook or Twitter the billion dollar companies they are but rather the fact the someone realized "oh, people want to connect and share." I will not either condemn or argue for traditional advertisers, but a lot of them get the idea that Story is king. That's why companies even like Apple still invest so much with traditional advertisers. I work extensively with Coca-Cola. The only time Coca-Cola stopped making remarkable profit was when they stopped leading with story and started leading with accounting. It's true. This is a great article. Well articulated and brings up points of observation we all should be aware of. The missing link though in this article and in the collective thesis of your blog is that consumers are humans and that we are driven by emotions. It is the emotional connection of *social* media that has made it the game changer it is. It is not engineers that made Facebook or Twitter the billion dollar companies they are but rather the fact the someone realized “oh, people want to connect and share.” I will not either condemn or argue for traditional advertisers, but a lot of them get the idea that Story is king. That’s why companies even like Apple still invest so much with traditional advertisers.

I work extensively with Coca-Cola. The only time Coca-Cola stopped making remarkable profit was when they stopped leading with story and started leading with accounting. It’s true.

]]> By: Köksal Abdurrahmanoglu http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2854 Köksal Abdurrahmanoglu Tue, 08 Dec 2009 15:43:42 +0000 http://edwardboches.com/?p=2799#comment-2854 Thanks for the great post! You and the contributing commenters had hit it so well. I think, we the agencies are now in competition of becoming the innovated brand new advertising agencies getting ready for the upcoming advancements in social media, web, mobile, IPTV, digital outdoor and many other technologies shaping the new world of communication and advertising. I believe the race goes both ways though. Whether it is digital or traditional, we are all racing for becoming the all-mighty "New Generation Agency". Don't you think?.. It would be a great pleasure if you had contributed to our group in LinkedIn discussing the Future of Advertising: http://www.linkedin.com/groups?gid=2090773&trk=hb_side_g Also please check out a sleek SlideShare presentation on Future of Advertising & New Generation Agencies: http://bit.ly/84pcyO Best, Köksal Abdurrahmanoglu ----------------------------------------- President & CEO of adinteractive Founder of istanbul.com & adinteractive twitter: @koksal .-= Köksal Abdurrahmanoglu´s last blog ..<a href="http://koksala.wordpress.com/2009/12/04/a-sleek-presentation-about-future-of-advertising-new-generation-agencies/" rel="nofollow">My Take on Future of Advertising & New Generation Agencies…</a> =-. Thanks for the great post! You and the contributing commenters had hit it so well.

I think, we the agencies are now in competition of becoming the innovated brand new advertising agencies getting ready for the upcoming advancements in social media, web, mobile, IPTV, digital outdoor and many other technologies shaping the new world of communication and advertising. I believe the race goes both ways though. Whether it is digital or traditional, we are all racing for becoming the all-mighty “New Generation Agency”. Don’t you think?..

It would be a great pleasure if you had contributed to our group in LinkedIn discussing the Future of Advertising:
http://www.linkedin.com/groups?gid=2090773&trk=hb_side_g

Also please check out a sleek SlideShare presentation on Future of Advertising & New Generation Agencies: http://bit.ly/84pcyO

Best,

Köksal Abdurrahmanoglu
—————————————–
President & CEO of adinteractive
Founder of istanbul.com & adinteractive

twitter: @koksal
.-= Köksal Abdurrahmanoglu´s last blog ..My Take on Future of Advertising & New Generation Agencies… =-.

]]> By: The Future of Advertising Is Invisible | Sarah Merion http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2707 The Future of Advertising Is Invisible | Sarah Merion Tue, 01 Dec 2009 23:34:49 +0000 http://edwardboches.com/?p=2799#comment-2707 [...] Boches recently wrote about his ideas for the future of advertising.  He worded it nicely: “The age of interruption is [...] [...] Boches recently wrote about his ideas for the future of advertising.  He worded it nicely: “The age of interruption is [...]

]]> By: Arafat Kazi http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2649 Arafat Kazi Tue, 24 Nov 2009 22:13:01 +0000 http://edwardboches.com/?p=2799#comment-2649 That is a truly great mug. And I agree--for the workplace, gin beats whiskey hands down. That is a truly great mug. And I agree–for the workplace, gin beats whiskey hands down.

]]> By: Ally Polly http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2647 Ally Polly Tue, 24 Nov 2009 16:10:00 +0000 http://edwardboches.com/?p=2799#comment-2647 Edward- Yes, of course. Thanks. The Agency's role remains to originate and lead the brand message, with the updated mission to curate and aggregate Edward-
Yes, of course. Thanks.
The Agency’s role remains to originate and lead the brand message, with the updated mission to curate and aggregate

]]> By: kelleytroia http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2644 kelleytroia Tue, 24 Nov 2009 12:19:17 +0000 http://edwardboches.com/?p=2799#comment-2644 Two points on this one. 1. Regarding circulars - while I completely agree with you that they're time is coming, there are still many many consumers who do use the circular and those online virtual circulars suck. Now is definitely the time to find an innovative solution that doesn't inadvertently exclude the mass consumer who is used to looking at a circular a certain way. 2. The thought that has been sticking in my mind lately regarding all your points centers around Google's approach on Google Wave. Their assignment was this "imagine email hadn't been invented yet." They came up with their present day solution to email. That's how I've been thinking about reinventing the process of campaign development through execution. The talk of integration is getting old. People need to shut up about it and DO IT. Continuing to talk about integration, in my opinion, is contributing to the problem by recognizing and reaffirming the silos. .-= kelleytroia´s last blog ..<a href="http://ctrofexcellence.blogspot.com/2009/11/conversation-friday-aka-empowering.html" rel="nofollow">Conversation Friday - aka Empowering Friday</a> =-. Two points on this one. 1. Regarding circulars – while I completely agree with you that they’re time is coming, there are still many many consumers who do use the circular and those online virtual circulars suck. Now is definitely the time to find an innovative solution that doesn’t inadvertently exclude the mass consumer who is used to looking at a circular a certain way.

2. The thought that has been sticking in my mind lately regarding all your points centers around Google’s approach on Google Wave. Their assignment was this “imagine email hadn’t been invented yet.” They came up with their present day solution to email. That’s how I’ve been thinking about reinventing the process of campaign development through execution. The talk of integration is getting old. People need to shut up about it and DO IT. Continuing to talk about integration, in my opinion, is contributing to the problem by recognizing and reaffirming the silos.
.-= kelleytroia´s last blog ..Conversation Friday – aka Empowering Friday =-.

]]> By: edward boches http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2643 edward boches Tue, 24 Nov 2009 12:15:19 +0000 http://edwardboches.com/?p=2799#comment-2643 Arafat Nothing I can argue with. Curiosity and love work pretty well for me. And as far as the coffee mug goes, this is my favorite. Perfect size, well designed, great heft and feel in one's hands, handle is round. All mugs should be like this one. And I don't even fill it with whiskey. http://edwardboches.com/wp-content/uploads/2009/08/mad-mug.JPG Arafat
Nothing I can argue with. Curiosity and love work pretty well for me. And as far as the coffee mug goes, this is my favorite. Perfect size, well designed, great heft and feel in one’s hands, handle is round. All mugs should be like this one. And I don’t even fill it with whiskey. http://edwardboches.com/wp-content/uploads/2009/08/mad-mug.JPG

]]> By: edward boches http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2642 edward boches Tue, 24 Nov 2009 12:06:28 +0000 http://edwardboches.com/?p=2799#comment-2642 Ally, I think you just wrote the instruction manual. The digitalagencies (Big Spaceships, R/GA, et al) do this now. General agencies still figuring out. This is exactly how we now do it, though you are right, the new client eval isn't creative or not, it's multi-platform or not and which ones. Also, I do think a brand needs a driving idea (not execution, but rather what it stands for that can be expressed in behavior, product and content), a long lasting platform, and lots of little ideas distributed where the community lives online, and an open invitation for that community to co-create, share and connect with each other. Ally,
I think you just wrote the instruction manual. The digitalagencies (Big Spaceships, R/GA, et al) do this now. General agencies still figuring out. This is exactly how we now do it, though you are right, the new client eval isn’t creative or not, it’s multi-platform or not and which ones. Also, I do think a brand needs a driving idea (not execution, but rather what it stands for that can be expressed in behavior, product and content), a long lasting platform, and lots of little ideas distributed where the community lives online, and an open invitation for that community to co-create, share and connect with each other.

]]> By: Arafat Kazi http://edwardboches.com/the-future-of-advertising-and-the-answer-is%e2%80%a6/comment-page-1#comment-2637 Arafat Kazi Mon, 23 Nov 2009 23:04:20 +0000 http://edwardboches.com/?p=2799#comment-2637 Great post! I will add two things to your golden rule: Be curious. The best thing anyone could possibly do is be curious about art, music, movies, whatever. Shakespeare and Van Gogh are obvious choices, but curiosity is deeper than that. Stop and think of why highway signs are made the way they are, who makes them, and how they could be made better. Think about narrative arcs in personal youtube videos and why some succeed and others don't. Think about why the 55 bus runs only once an hour but the CT1 runs every ten minutes. There are teams of people dedicated to solving every one of these tiny problems, and the rationales that they use could be applied to other fields too. The coffee mug you're drinking from is the product of days of design and months of production. There's someone out there who is proud of having created that. Think about the things that you don't usually think about, and you'll find solutions that wouldn't have occurred to you. Be in love with what you do. You'll do a much better job. And contrary to what people think, there's a lot to learn and love about pretty much anything in the world. Especially if you're in advertising--if you're complaining about something, then you're not embracing its possibilities. And if you can't embrace its possibilities, how can you sell it to someone in a few seconds? Great post! I will add two things to your golden rule:

Be curious. The best thing anyone could possibly do is be curious about art, music, movies, whatever. Shakespeare and Van Gogh are obvious choices, but curiosity is deeper than that. Stop and think of why highway signs are made the way they are, who makes them, and how they could be made better. Think about narrative arcs in personal youtube videos and why some succeed and others don’t. Think about why the 55 bus runs only once an hour but the CT1 runs every ten minutes. There are teams of people dedicated to solving every one of these tiny problems, and the rationales that they use could be applied to other fields too. The coffee mug you’re drinking from is the product of days of design and months of production. There’s someone out there who is proud of having created that. Think about the things that you don’t usually think about, and you’ll find solutions that wouldn’t have occurred to you.

Be in love with what you do. You’ll do a much better job. And contrary to what people think, there’s a lot to learn and love about pretty much anything in the world. Especially if you’re in advertising–if you’re complaining about something, then you’re not embracing its possibilities. And if you can’t embrace its possibilities, how can you sell it to someone in a few seconds?

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