A different look at integration

Dave Birss GetAdditive.com

What is the point of this talk?

To question what we mean by integration. And to suggest ways to get better work out.

Who the hell is Dave Birss?

getadditive.com

davebirss.com

search on iTunes for:

Future of Advertising

Something I saw at the weekend

This mess were in.

Advertising

DM

Digital

PR

SP

Advertising

DM

Digital

PR

SP

Integration

Disintegration

Advertising

DM

Digital

PR

SP

Integration

How do we best work together?

The Love In Model

Democracy doesnt work

The Smudginess Model

The Lead Agency Model

The Best Agency Wins Model

The Service Provider Model

The Crowd-Sourced Model

MFMFMFMFMFMFMFMFMFMFMFM

To complicate things further

To complicate things further

Facebook Developers

Online Retail

Experiential

Social Media

Mobile

Interactive TV

SEO

Installation

Branded Content

Viral

Gaming

Proj

Thoughts
With more suppliers, we need stronger leadership. That can be from the client - or a lead agency. And that leadership needs an understanding of everything involved.

A new kind of integrated idea

The old view of integration

The old view of consumers

But consumers have changed

And our communication channels have changed

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tv radio direct mail newspaper poster

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mobile apps widgets social media podcasts games viral films microsites banner ads brand websites tv radio direct mail newspaper poster
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* not accurate to scale or anything else

message

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* not accurate to scale or anything else

image

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* not accurate to scale or anything else

interaction

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* not accurate to scale or anything else

engagement

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* not accurate to scale or anything else

passive

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* not accurate to scale or anything else

active

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* not accurate to scale or anything else

brand focused

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* not accurate to scale or anything else

people focused

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* not accurate to scale or anything else

TV Press Poster Radio Comms

SP TV Press Poster Radio DM Comms

SP TV Press Poster Radio

Banners

Email Website Social

Comms

Apps Mobile Games

DM

Content

SP TV Press

Banners

Email Website Social

Static Poster
Radio

Comms

Apps Mobile Games

DM

Content

SP TV Press Poster Radio

Banners

Email Website Social

Comms

Apps Dynamic Mobile Games

DM

Content

SP TV Press

Banners

Email Website Social

Control Poster
Radio

Comms

Apps Mobile Games

DM

Content

SP TV Press Poster Radio

Banners

Email Website Social

Comms

AnarchyApps
Mobile Games

DM

Content

Our previous approach was suited for a world that we controlled.

The old world

Brand

M F M M M F F F M M M M F F F M F M M F M M F M F

The new world

Brand

M F M M M F F F M M M M F F F M F M M F M M F M F

Our audience has evolved a lot faster than us.

And so have many of our clients.

TV as % of Cokes ad spend

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TV as % of Cokes ad spend

1960

1980

2000

2002

2006

TV as % of Cokes ad spend

1960

1980

2000

2002

2006

TV as % of Cokes ad spend

1960

1980

2000

2002

2006

TV as % of Cokes ad spend

1960

1980

2000

2002

2006

TV as % of Cokes ad spend

1960

1980

2000

2002

2006

TV as % of Cokes ad spend

1960

1980

2000

2002

2006

TV as % of Cokes ad spend

1960

1970

1980

1990

2000

2010

Crap!

Broadast media isnt the place to start our thinking any more.

Four screens and a cloud

If the answers not TV, whats the question?

SP TV Press Poster Radio

Banners

Email Website Social Apps Mobile Games

DM

Content

SP TV Press Poster Radio

Banners

Email Website Social Apps Mobile Games

DM

Content

SP TV Press Poster Radio

Banners

Email Website Social Apps Mobile Games

DM

Content

SP TV Press Poster Radio

Banners

Email Website Social

But what goes here?

Apps Mobile Games

DM

Content

Communication idea

Communication idea

Engagement idea

A good model
Brand Ambition Consumer Challenge Brand Platform

Engagement Idea

Activity Programme

A good model
Brand Ambition Consumer Challenge Brand Platform What are the business ambitions for the brand?

Engagement Idea

Activity Programme

A good model
Brand Ambition Consumer Challenge Brand Platform What are the business ambitions for the brand?

What should consumers think, feel or do?

Engagement Idea

Activity Programme

A good model
Brand Ambition Consumer Challenge Brand Platform What are the business ambitions for the brand?

What should consumers think, feel or do?

What is the powerful unifying thought for the brand?

Engagement Idea

Activity Programme

A good model
Brand Ambition Consumer Challenge Brand Platform What are the business ambitions for the brand?

What should consumers think, feel or do?

What is the powerful unifying thought for the brand?

Engagement Idea

What is the creative springboard to unite all activity?

Activity Programme

A good model
Brand Ambition Consumer Challenge Brand Platform What are the business ambitions for the brand?

What should consumers think, feel or do?

What is the powerful unifying thought for the brand?

Engagement Idea

What is the creative springboard to unite all activity?

Activity Programme

What will the consumer experience be across channels?

What makes an idea engaging?

engage [en-geyj]

-verb

to occupy oneself; become involved

Random House Dictionary

engaging (ned!)

-adj

pleasing, charming or winning

Collins English Dictionary

Here are three pointers

A higher aim

A loveable property

A fun meme

Good luck with the brief

Dave Birss @davebirss getadditive.com davebirss.com