Creative Advertising & New Media Aim -‐ To engage in current (academic & industry) debate, surrounding the impact of new media on communication and creativity. Link -‐ Beginnings of Creative Advertising lecture: • Contextual inCluences (technological, cultural) progress of colour printing. Take away – • Understand distinctions between mass and new media. • Consider shifts in aspects of advertising strategy. • Speculate the implications of NM on creativity • Think about impact of NM on the role of the creative What is new media? ‘…media that work not through persuasion or impressions but through engagement and involvement. (Sutherland, 2009) Rory Sutherland, former president of the IPA and Vice Chairman Ogilvy UK Need to break with a past media ‘model’ Advertising Strategy (Emotive) • Required speaking to the masses • Global print campaigns • Imagery of Britannia & Royalty suited all domestic and imperial markets • High-‐feeling strategy (signs= patriotism & empire) High Feeling Strategy Today • Remember Reach Campaign (2010) AgencyTwoFifteen and AKQA • Launch Cilm Birth of a Spartan – announce Reach Beta. • 3 x Cilms prior and 4th Cilm released after website debut • Doomed planet (Cilms) 700 million Spartans Cight to end • High-‐feeling strategy: loss, hope & remembrance • Audience involved emotionally, creatively and part of ads • Interactive website robot creates light sculpture Spartans • Each pieced spot represents a person (image) • (creativity-‐online.com, Diaz, 2010) Old & new communication models • Old: transmission • Transmit ideas to an audience • New: cybernetic • Engage with an audience • Via computer (mediated communication) CMC. new media based on...(ICTs) such as the internet and cell phones, invite us to think in exciting new ways about advertising, as an industry and... communication process (Spurgeon, 2008) Illustration
The Kaiser Chiefs’ Bespoke Album creation experience
New Media Model • Advertising & New Media (Spurgeon, 2008) • Shift from Mass to My media • More targeted (mobile) • Audience involvement: • (a) voluntarily passing viewing ads (virals) • (b) creating spoofs or Cilming events • More personalised Viral; unpaid Advertising • DeCinition 'unpaid peer-‐to-‐peer communication of [provocative] content originating from an identiCied sponsor using the Internet to persuade or inCluence an audience to pass along the content to others’. Southgate, et al, 2010, p350. • One distinction between old & new media • Voluntary viewings (video viewings online) • Forced viewings (TV, Cinema or Print) New way of communicating • Virals (ads) becoming part of our conversations • BMB after labour account • May elections 2010 • Sent to friend • From talk about to talk with Trevor Beattie (BMB) Hello Boys & FCUK Two Conversations • Three Little Pigs viral 992 • Recession & riots • BBH • Client The Guardian • TV & Print • Celebration of NM itself; citizen journalism, open platform collaboration. • Idea ‘transform brand’ from newspaper to; global news hub. • ‘modern news is dynamic, participative with open dialogue’ (Gonsalves, 2012) Head of Strategy, BBH London
Conversation three Invisible Children campaign • R4 ICC Congo warlord Lubanga guilty 30yrs • ‘March 5th released • 3 days 26 m views. 5th 63 m • Oprah Winfrey tweet 5th Mar • 9.7m followers • ‘the most successful manipulation of our new media ecosystem to date’ (Naughton, 2012)
Beattie The Big Creative Idea • Internet biggest idea since the wheel • Enables lots of small ideas to circulate • ‘that combination of a trillion little ideas is in itself the biggest idea there is...I think we are at the most interesting point of communications history ever...’ (2010, LCA) • UK is a world-‐leader in online advertising (AA, 2012) Viewer-‐generated content • Case-‐study Coke-‐Mentos • Viewer-‐generated advertising worth US$10 million to Mentos ‘more than half its annual advertising budget’ (Spurgeon, 2008, p1) • New media threatens the top-‐down communication model • Audiences are actively managing media culture Creating a dialog • Paul Burns (TBWA) ‘talking with audience’ • 40 million Old Spice • Responding to a Tweet • The making of Old Spice: copywriter & art director Craig Allen & Erik Kallman W & K. • Released adjacent to the American Superbowl most viewed sports event 106.5 m viewers • Actor X-‐footballer/ Superbowl player) ran Online then TV • SEM (search engine marketing) keywords Superbowl commercial – appeared in paid column Google 10 reasons why this is the best time to be in advertising • An audience with Sir John Hegarty, 25.3.10 • No. 1 Agencies can innovate e.g NYC tourism campaign • The idea NYC = street culture= street musicians. • Linked 2 campaigns 'Dig Out Your Soul'. New album tracks released to NYC street musicians to play • Announcements made websites with Google maps • Performances video recorded (fans) & uploaded YouTube. • Caused buzz global music press • Creatives collaborated directly with NYC street musicians
TA helped to create & distribute content
The Third Screen • Mobile phones will soon become the greatest tool for persuasion, more so than any other medium for advertising. (Fogg, 2003) • Fastest growing markets in the creative industries (Mobile Learning Conference 2009 1st Dec, 2009, London) The Kairos factor • Fogg (2003) primarily due to their kairos factor: • The principle of presenting the desired message at the opportune moment. • Location • Routine • Goals • Tasks • Okazaki article (2009) What is the impact of new media? • On the advertising agency • Industry debate. • Mashup 09 • “Structuring the company to be social from the inside is necessary’ Patrick (2009) http://blog.mashupevent.com/ • Digital creatives (third role) • Work with AD CW •
‘Advertising is such a limiting title now' Andy Fowler (ECD) Brothers & Sisters Impact NM a third layer communication
Putting brands in people’s hands • Philosophy of Brothers and Sisters • No Medium is dying e.g. Print • Media different role in a ‘narrative’ • Traditional ‘announcements’ • Levis Go forth beautifully crafted photography • Wrangler jeans interactive site like Remember Reach • NM up-‐close and tactile • Craft & creatives more important than ever • Golden age Levi’s Go Forth Campaign • Highly crafted Cilm & photography • Walt Whitman poetry • Website • Global Go Forth Campaign • Wieden & Kennedy • Launch Cilm Facebook • Cinema, then TV
Print ads photography Ryan McGinley Photographer Jeff Luker
Photographer Ryan McGinley Future • Illustrating the future Nike • Give people tools – life enhancing • Google & Facebook model • Nike plus – how run record • Nike grid – training aid into ‘game’ • London transformed game-‐board postcodes runs recorded & compared against others • Overlay of experiences
Fowler’s conclusion impact of NM • Pre-‐NM (1) Announcement • Talk to audience told them to buy (2) product
Middle Layer • Announcement old Media • Middle Layer (experiencial) New Media sample product in a virtual way • Product Creatives creativity • Big ideas remain important • Craft remains important New model of Creativity • Larger teams • Collaborative creativity (Sawyer, 2008) • ebrainstorming • Collaborative online Creativity: eStudio • Omnium project • Hegarty & Beattie (2010) • Shift • Case Study • Giant Hydra
“I deeply respect … Bernbach’s idea of pairing art directors and copywriters... but it’s Clawed for modern times...” Mass is More, by Ignacio Oreamuno President of Giant Hyrda Online Conversations (dialogic)
Conversation leads to Clow, and Clow leads to creativity Sawyer (2008) p43. Research shows the design process is enriched by online conversation rather than just relying on visuals.
Creative elearning • Own research OCC • University of New South Wales • Creative advertising students • Professional advertising creatives (LQ10) Do you agree that the discussion forums and chat rooms are appropriate spaces for supporting ideation? 65% of Level 4 agreed, whereas only 33% of Level 6 agreed, giving an overall total 49%. (PQ8) 81% positively Facebook Reach • Reach generator • Re-‐launched advertising platform (Feb, 2012) • Content and ads same • Socially enabled ads • Paid posts reach 75% fans monthly • More than doubling reach • More Engagement • Exposing posts to friends • Who in turn will engage Facebook's Social Brands • Timeline introduced • Imagery, video, games and text • Customer service option one-‐to-‐one communication with brands possible. • Unmediated Impact of NM Conclusions 1. Shift from old to old & new media 2. Blurring communication, entertainment, education creators, producers, consumers & professional roles 3. New models communication, creativity & agency structures 4. Third layer experiential, engaging, social & tactile 5. Golden age of creativity – embrace it. 6. New skill-‐set work collaboratively on and off line 7. Creatives LCA Ad, Photo, Fashion, DFGA, Graphics 8. Old Media had a beginning. Narrative of New Media open.