The Future of Advertising

Zach Pentel
Class # ADV 3040 01
Spring 2011
Class: Mondays 1:00 p.m. – 6:00 p.m.; Room 416
Office Hours: Mondays 12:00 p.m. - 1:00 p.m.; MCAD Cafeteria
Prerequisites: None

Course Description:
Advertising is still very much about the primacy and supremacy of ideas. But the industry and its craft are
rapidly evolving. Technology, media and the consumer are dramatically effecting financial, strategic, creative
and production decisions. Think of this class as preparation for a trip abroad. Whatʼs absolutely critical to know
in order to survive? What do you need to be fluent in? Where and who should you visit? Whatʼs your place in
the grand scheme? The Future of Advertising is as much about you—the future advertising practitioners,
clients and consumers—as it is about cutting edge techniques and practices. This semester-long course will
arm advertising students for a career in the era of digital as well as elicit their thoughts and opinions about the
trip weʼre all taking together. Weʼll study and develop online ads and campaign websites. Weʼll participate and
see how social media can play an effective role in new marketing. Weʼll delve into the inescapable role of
metrics and analysis. And content strategy. Weʼll immerse ourselves in mobile. Weʼll talk about how public
relations, customer service and HR are becoming marketing. Weʼll hear from and meet the new advertising
leaders to learn what they think your portfolio should say, be and do. Above all, weʼll focus on the power of
ideas in a digital age.

Objectives:
This course should practically and philosophically prepare students for the realities of advertising as it
evolves from traditional to digital. Portfolios will be enhanced and broadened with integrated ideas that
include online ads, campaign sites and other digital tactics. Weʼll encourage empathy and passion for these
newer forms, as well as provide direct experience with cutting-edge examples and personal experience.

Attendance Policy:
Attendance is mandatory. Roll will be taken. There are no officially excused absences. Two absences will
result in one full grade deduction. Any additional absences will result in the loss of one half of a letter
grade. Repeated tardiness will result in the loss of a letter grade. You are expected to be in class during
class work periods.

Assignments:
There will be one major, semester-long project—with multiple check-ins -- as well as weekly blogging
assignments. Pending logistical considerations, this project may be completed with the intent to enter
your work in to the One Show College Competition.

Weekly assignments will involve online research, collaboration with your classmates, developing concepts
and persuasive writing. The one major project will require you to pursue ongoing research, develop ideas,
then write and assemble text and images that explain and sell your ideas. The required research methods
and deliverables will be clearly defined. Your deliverables will most frequently be slideshow presentations
(Keynote or PowerPoint), weekly contributions to the class blog, and portfolio enhancements.

All readings are required. Because of the nature of the course, most readings will be in the form of
articles, blog posts, and SlideShare presentations. Final readings for each class period will be posted to
the class blog the week before they are due.
Guest Speakers:
We are fortunate enough to have nationally-recognized advertising executives, entrepreneurs, and
creative directors visit our class and tell us about their experiences and thoughts on the future. Speakers
will address our topic of the day and present their own unique viewpoints. As such, you are expected to
come to class prepared to ask questions and discuss the assigned readings and your own blog posts,
which will be assigned with this in mind. Take it seriously. These guys might hire you one day.

Grading Policy:
Your overall grade will be measured by attendance, class participation, weekly blogging and the one
major project—all of which will showcase your abilities to follow instructions, conduct independent
research and create and polish the work itself.

Potential criteria for evaluating your project work and class participation includes: evidence of research,
efficiency of analysis, quality of concept and creativity, quality of verbal presentations/support,
appropriateness of selected concept to a given audience, formal strengths of solutions, ability to redirect
and advance solutions, and the quality of implementation and craft.

Special Needs:
Any student who has a learning disability or any special needs should feel free to speak to me after class
or during my office hours so that we can make arrangements for accommodations.

If you experience particular difficulty with the writing assignments, check out the MCAD Learning Center.
LC tutors can assist students at any stage of the writing process, including planning, pre-writing, drafting,
and revision. Tutors are also available for help with most software and with time management issues.

Portfolio Reviews/Development:
In the context of the new media environment in which you will be entering the job market, we will consider
various non-traditional ways to present your work. There will be several opportunities during the course
for you to bring in your current portfolio so we can review it, and everyone can benefit. We will also
explore new methods of compiling and displaying a portfolio.

Course Blog:
You will be asked to contribute to the course blog on a weekly basis, along with myself and our class
assistant, Jake Szymanski. Blogging assignments will be given during class and will be due by noon the
following Sunday. The site can be accessed here: http://foa2011.posterous.com

Teaching Staff:
This course is taught by Zach Pentel, Senior Strategist for Martin Williams Advertising (http://
www.martinwilliams.com) and Karwoski and Courage PR (http://www.creativepr.com), with the assistance
of Jake Szymansi, Associate Brand Planner at Space 150 (http://www.space150.com).

Contact:

Zach Pentel
Email: zpentel@mcad.edu
Twitter: http://twitter.com/zackolantern

Jake Szymanski
Email: jakeeszy@gmail.com
Twitter: http://twitter.com/jakeszy

Office Hours:
By appointment on Mondays, 12:00 p.m. – 1:00 p.m. MCAD Cafe. Please email to arrange a meeting at
least 24 hours ahead of time.

Course Outline
This outline represents the general content of The Future of Advertising. Specific topics, guest speakers,
trips to agencies and assignments are subject to change at any time.

Mon., Jan. 10
Class #1—“Ideas first” in the Age of Inter-Action
• Letʼs introduce ourselves first—a little bit about me, a lot about you and our experiences with and
hopes for advertising, now and in the future.
• Housekeeping: Discuss how this class will function. Expectations, key dates, an outline of what
weʼll cover.
• Overview of the sites and services we will use throughout the semester.
• Redefining advertising for the future—an overview of all the new terminology, technology, venues
and opportunities.
• Understanding two primary forces: Inter-Action and Relevant Data. How they transform
storytelling, communications and the business of marketing and advertising.
• Start up the course blog.

ASSIGNMENT (DUE 1/16/11): Write a post to the course blog by answering this question: “What is the
future of advertising?” (400 words minimum, more credit for citing examples via links). Base your answer
on your own viewpoints, and consider how you agree or disagree with the viewpoints expressed in the
reading below.

READINGS: “Mayhem on Madison Avenue,” Fast Company, November, 2010. http://

www.fastcompany.com/magazine/151/mayhem-on-madison-avenue.html

NEXT CLASS: Bring in your current portfolio (whatever shape itʼs in) to present to the class. We want to
know what youʼve done and where you think youʼre headed.

Mon., Jan 17
No Class - MLK Day

ASSIGNMENT (DUE 1/23/11): Read your classmatesʼ posts from last week, and prepare to discuss the
topic on 1/24. Write a post to the course blog by answering this question, based on the reading below:
“What is a modern brand?” (400 words minimum, more credit for citing examples via links). How can an
agency create a modern brand? Can all brands become modern?

READING: Classic versus Modern Branding (ZeusJones.com) http://archive.zeusjones.com/#451422/

Modern-Branding

Mon., Jan 24
Class #2—Re-thinking the ad agency, re-thinking yourself
• From “Mad Men” to Google. From one-way marketing to conversation.
• From three mediums to unlimited mediums. From global to hyper-local. From all-encompassing
service to specialization. Letʼs discuss how advertising agencies have mutated in the past five to
ten years, focusing on the kinds of work being done and the people doing the work.
• Examine how the primary forces of inter-action and relevant data have impacted strategy,
creative, production services, hiring, budgeting and agency morale.
 • Debate the future of the agency and examine different current models of operation.

Guest speaker: Adrian Ho, Founder, Zeus Jones (http://www.zeusjones.com)

ASSIGNMENT (DUE 1/31/11): Write a post to the course blog about Adrian Ho. What is his agency doing
that differs from the traditional agency models that we have talked about? What about his outlook
surprises you? (400 words minimum, more credit for citing examples via links)

READING: Ana Andjelicʼs blog: http://anaandjelic.typepad.com/

Mon., Jan 31
Class #3—Getting practical: Building your portfolio for the future
• Letʼs review your current portfolios. Almost every assignment in class will affect and hopefully
enhance your portfolio.
• Review options for online portfolio development and display—and work, in class, to get your
current work online.
• Discuss the current marketplace for writers, art directors and designers. Whatʼs expected of you?
How are people leveraging digital tools to promote themselves? What does it take to get hired?
• Present and discuss major assignment

Guest speaker: Ana Andjelic, Planning Director, HUGE (http://www.hugeinc.com).

Evening event: Conversations About The Future Of Advertising (CATFOA)

ASSIGNMENT (DUE 2/6/11): Write a post to the course blog about Ana Andjelic and her outlook on what
it means to plan a brand in 2011 (400 words minimum, more credit for citing examples via links). How
does Ana view the future of advertising? How would you position yourself to get hired at HUGE?

Mon., February 7
Class #4—Strategy and Content Planning
• Where does advertising begin? How do we formulate research and analysis that inspires great
ideas which ultimately show up on various screens to persuade an audience?
• Discuss the elements of strategy and the business of articulating and processing and producing
effective content.
• Discuss how strategy and planning have evolved rapidly in the past 10 years.
• Potential guest speaker.

Guest speaker: TBD

ASSIGNMENT (DUE 2/13/10): Write a post to the course blog about Rory Sutherlandʼs presentation.
What role did technology play in his rise into a cutting-edge creative director? (400 words minimum, more
credit for citing examples via links and writing about CATFOA). What surprised you and why? What did
you disagree with? Etc.

Mon., February 14
Class #5—Media and Distribution
• Check-in on everyoneʼs status of your work for the major assignment. How is your research and
strategy shaping up? What insights have you uncovered? Etc.
• Discuss “the new creative,” e.g. Media. How is advertising distributed today, versus 20 years
ago?
• Why are the changes so significant? What are the driving forces in technology, culture and process
that have shaped the evolution? Who and what are the major players and why?
Guest speaker: Joseph Rueter (Curation Station / Extendr / Hello Viking)

ASSIGNMENT (DUE 2/20/10): How has your media consumption changed over the last five years? How
do you foresee it changing in the next five years? Based on Joseph Rueterʼs definition of media and
distribution systems, how do the changes in your own consumption habits reflect broader trends? (400
words minimum, more credit for citing examples via links).

Mon., February 21
Class #6—Having advertising ideas in 2011
• Discussion: letʼs deconstruct the process of having advertising ideas (then vs. now; messaging
vs. functionality; media vs. technology), and debate the value of relevancy.
• How do you succeed in breaking-through and developing remarkable insights and expressions in
todayʼs economy and culture?
• Watch a video of Rory Sutherland (Ogilvy UK Creative Director)

Guest speaker: Brock Davis, Carmichael Lynch (tentative)

ASSIGNMENT (DUE 3/7/10): Write a post to the course blog about the experiences and opinions on
ideation expressed by Brock Davis and Rory Sutherland. What role does technology play, versus human-
powered innovation? What would it take to get yourself hired by either of these creative directors? Are
they looking for different things? (400 words minimum, more credit for citing examples via links).

Mon., February 28th

Class #7—Defining the Modern Ad Campaign
• Today is about putting all the pieces together; integration across messaging, functionality, content
plan, media and functionality. How does a marketer determine the best mix of media and ideas to
go to market?
• How might infrastructure (e.g. customer service, product design and human resources, etc.) act
as elements of a marketing campaign?
• How might a brand measure the sum effect of its efforts in the marketplace?

Guest speaker: TBD

Evening event: Conversations About The Future Of Advertising (CATFOA)

ASSIGNMENT (DUE 3/14/10): Write a post to the course blog about the CATFOA speakerʼs presentation
to our class (400 words minimum, more credit for citing examples via links and attending CATFOA).
Details TBD.

Mon., March 7
Class #8—Building blocks: Paid Search, SEO, and Online Ads (e.g. Acquisition)
• Advertising is, in part, about acquiring customers. Meet the modern tools. History, examples and
basic Internet Advertising Bureau formats.
• Paid Search process: Strategy, Measurement, Analytics, Copywriting, Optimization.
• Online ads process: Strategy, Creative, Media, Production, Metrics/Analysis/Optimization.
• Examples from One Show Interactive, Cannes, etc.

Guest speaker: TBD

ASSIGNMENT (DUE 3/21/10): Subject TBD—Write a post to the course blog (400 words minimum, more
credit for citing examples via links).
Mon., March 14
Class #9—Building blocks: The digital ecosystem (websites and social integration)
• Today weʼll discuss all manner of “presence”—e.g. Marketing Campaign sites vs. Corporate vs.
Product sites vs. Social Media sites—and how these different venues work together to create a
holistic brand experience.
• Discuss roles within a marketer and/or agency environment to produce and maintain these
venues.
• Discuss usability, design, content strategy, technology, development

Guest speaker: Joseph Rueter

ASSIGNMENT (DUE 4/4/10): Subject TBD—Write a post to the course blog (400 words minimum, more
credit for citing examples via links).

Mon., March 21
No class - Spring Break

Mon., March 28
Class #10—Building blocks: Empowering Data
• Focus on telling stories with data—one of the fundamental changes occurring in business,
advertising and creativity.
• How do we make strategic, creative, media and budgeting decisions now, in this chaotic, global
system? Guidance often lies in the data we gather in the “digital base” (site traffic stats,
keywords, online media research).
• Weʼll dig into data-driven ideas (both messaging and functional) and the growing trend of opening
up information to better serve customers and drive innovation.

Guest speaker: Paul Saarinen, Bolin Marketing

ASSIGNMENT (DUE 4/11/10): Pick out a favorite graph or image from the site below and explain why it
speaks to you. Does it elegantly display a piece of data? Does it help you understand a concept that you
did not understand before? How is Paul Saarinenʼs approach to data gathering represented in the
infographics displayed across this site (and in modern media)? (400 words minimum, more credit for
citing examples via links).

READING: revisit “Mayhem on Madison Avenue,” Fast Company, November, 2010. http://
www.fastcompany.com/magazine/151/mayhem-on-madison-avenue.html in advance of next class.

Mon., April 4
Class #11—Touring the agencies of the future
• Letʼs take a tour outside MCAD and meet local examples of new, future-oriented advertising/
marketing agencies.
• Letʼs see how the same tools that enable new forms of advertising are also enabling new forms of
ad agencies.

Guest speaker: Anders Sjostedt, Managing Director, Hyper Island (http://

masterclass.hyperisland.se)
Evening event: Conversations About The Future Of Advertising (CATFOA)

ASSIGNMENT (DUE 4/18/10): Write a post to the course blog about Anders Sjostedt and the philosophy
of Hyper Island. Why are their methods effective? (400 words minimum, more credit for citing examples
via links). What did he say that changed your opinions? What surprised you and why? What did you
disagree with? Etc.
Mon., April 11
Class #12—Portfolio review
• Bring in your portfolios again. Letʼs see whatʼs evolved and discuss how your work can continue
to grow in the digital space; how you can leverage the work youʼre doing to establish and
maintain interest from potential employers.

ASSIGNMENT (DUE 4/25/10): Write a post to the course blog about your opinions on the job market,
now that we have heard from many of your potential employers and had an opportunity to bolster your
portfolios. What are the challenges facing creative individuals in 2011? What benefits do we have over
those who came before us? (400 words minimum, more credit for citing examples via links).

Mon., April 18
Class #13—The Future of the Past
• Weʼll dive back into traditional media (TV, Radio, Out-Of-Home and Print) to see how theyʼre
adapting to and evolving (or not) with the times.
• What can we learn about the impact of technology to media and advertising in the past that might
help keep us in-tune and prepared for changes in the future?

Guest speaker: TBD

ASSIGNMENT (DUE 5/2/10): Subject TBD—Write a post to the course blog (400 words minimum, more
credit for citing examples via links).

Mon., April 25
Class #14—Mobility, e.g. “Location, location, location”
• Weʼll dive into the rising power of location-based advertising, its utility and the growing power of live
and movement-centric applications connecting brands with fans.
• How might the mobile web (which is now more ubiquitous than laptop/desktop use) affect
marketing?

Guest speaker: TBD

ASSIGNMENT (DUE 4/18/10): Write a post to the course blog about Andrew Keller, our guest speaker
next week (400 words minimum, more credit for citing examples via links). How has Crispin Porter +
Bogusky changed the advertising landscape? How do their challenges as a large, worldwide agency differ
from those of the smaller agencies we have explored? (400 words minimum, more credit for citing
examples via links).

Mon., May 2
Class #15—“Ideas first,” redux
• Recap our understanding of storytelling, communications and the business of marketing and
advertising thatʼs rapidly evolved over the past 10 years and is radically evolving today.
• Continue discussion on the value of being “always in beta,” the evolution of brands as media,
empowered consumers, Marketing as Utility, etc.
• Focus on the core of advertising now and in the future: Ideas first.

Guest speaker: Andrew Keller, CEO, Crispin Porter + Bogusky

Evening event: Conversations About The Future Of Advertising (CATFOA)
ASSIGNMENT (DUE 5/14/10): Write a post to the course blog about Andrewʼs presentation. What did
she say that changed your opinions? What surprised you and why? What did you disagree with? Etc.
(400 words minimum, more credit for citing examples via links and attending CATFOA).