I. Terms: Holding companies, Regional agencies, Visual language, Post-modernism, Visual style, Oddvertising concept (time frame, examples, leader, end of Adoption curve), TV Industrial complex II. Agencies, People and work: Chiat/day, TBWA, Charles and Maurice Saatchi, Martin Sorrell, Wieden-Kennedy, Goodby, Silverstein and partners, Cliff Freeman, BMW filmsI. Terms/Concepts: Visual style (concept, time frame, examples),Oddvertising (concept, time, frame, examples, leader end of changes in media in 2000), Adoption curve (how is it changing), How communication is changing, What/how is digital changing, TV industrial complex, Fragmentation, Viral marketing, Media neutral ideas.II. Agencies, people and work: Goodby, berlin nd silverstein/cliff freeman, Crispin porter + Bogusky, RGA, Coke/Mentos CGC, Dove AD, BMW Films, Web 2.0, Consumer generated content, Nike+What happened at the turn of the century?Return to more classic approachesRe-birth of brandingInternet used as an advertising toolThen the ad world changed … againIn 2000 when these experiments of videotaping within homes for fun – to watch people’s lives2000-2008 MEDIA REVOLUTIONEmergence of new media vehiclesChange in consumer cultureChange in media structure within the ad industry  around 2000-2001 decided to pull all of their media departments out of the usual media structurewhere to put the ads? How to get to the people?How American media used to work:Consumer interested in content and advertisingLimited choices and no way to get rid of commercialsAwareness  built brandsAll products were launched to the majority:Geoff Moore  curveInnovators (2.5%)  early adopters (updated with new technology all the time) 13.5%  early and late majority (me) 35%  laggards (don’t have cell phones) 16%TV Industrial Complex: all American brands were organized in this order; how all the big branding companies and ad agencies saw the world and everythingCreate a product  buy TV ads  get more distribution  sell more products make more profitThis all changed in 2001The digital age was in its “infant stages”  internet explorer; everything else was slow and clunky with no internet at homeBMW FILMS  (2001-2002) (8 minute long videos) took all of their advertising dollars and instead of putting it into media, they hired the world’s best directors and created the idea of “the driver” and a series of films and stories highlighting this idea of driving BMWs (different types; highlight their car)This was so important because: this was the first time everyone figured out a branding moment on the internet  “wow you really can do some interesting things”; people started having internet access and you can have access to it at work too.It showed that you could spread info without traditional methods; and you didn’t need TV you can do your own methods of advertisingWe still loved TVThe average American spend more than 9 hours each day using mediaThe world changed again in 2004Web 2.0  it allowed everyday people (like us) to interact and create things on the web; you didn’t have to understand code to be able to createE.g. Facebook; blogging platformsThis shifted everything againIn 2004  Crispin Porter Bogusky stated “the future of advertising is…there isn’t any”One of the things that happened: YoutubePeople started creating their own content; had a public source for their creativityE.g. diet coke and mentos experimentsE.g. middle finger ads for Burger King2006 Dove soap decided to create a beauty campaign  VIRAL EXPANDSThese changes brought about the question: are BIG ads dead?Crispin Porter + Bogusky:Innovators of media neutral ideasPushed traditional clients to adopt untraditional waysOpened the doors to them making creative innovative thingsMedia Neutral ideas: e.g. mini cooper; Molson; Tobacco against smoking (8 second horn ad)all the fun things go on top of the carcreated tv ads  but they didn’t have much moneythey got the weekly world newsChickens and the king (asking the chicken whatever you can it to doFun traditional media ads  The Burger King mascot guyFacebook ad  choose 10 friends to delete and get a whopperBest buy (online twitter based hotline)2000-2010 Ad Age agency of the Decade:Bogusky then decided that he didn’t want to be in advertising anymore and left Crispin  to work on climate reality; put money in several agencies (promote and build American brands)R/GA  big agencyThey were named the digital agency of the decadeFacilitated a lot of the things that the agency was trying to createE.g. did the whole platform that linked NIKE to itunes and ipad  music running (Nike +)You could create some functionality and get that online and get online experiences and move back and forth from the twoIssues facing the industry in mid-2000’s to 2010Technology ruling the advertising businessConsume control of content and relationships  we are able to customize everything that we do with mediaAgencies struggle to keep up under increasing financial and business pressures  clients are demanding more and more work, and don’t necessarily have the money to pay for itFragmentationIt’s about quality not about volumeChart curve  the innovators (can expand message)It’s fragmented, but that might work towards our advantageIn the future media will be like sex  only losers will pay for themMedia  there is a future with itAdvertising  trying to understand with thatThe revolution will not be televised is will be streamedStreaming increasingly importantNetflix (house of cards; orange is the new black); project free tvMore competitive:The fight is over exclusiveEngagement:With all of these media and everything; how can you get people to pay attention to youThe conversation has shiftedOne way conversationBrand  emedia  consumerSpider web of conversation:Brand  ALL MESSAGES  consumer1980’s Michael Jackson ThrillerIt was the thing to have  took 12 months to happenWho Shot J.R. ErwingJOUR 2403 Lecture 5 Outline of Last Lecture I. Terms: Holding companies, Regional agencies, Visual language, Post-modernism, Visual style, Oddvertising concept (time frame, examples, leader, end of Adoption curve), TV Industrial complexII. Agencies, People and work: Chiat/day, TBWA, Charles and Maurice Saatchi, Martin Sorrell, Wieden-Kennedy, Goodby, Silverstein and partners, Cliff Freeman, BMW filmsOutline of Current Lecture I. Terms/Concepts: Visual