Text 75308 keyword Miguel
Nov 01, 2014
Text 75308 keyword Miguel
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BRANDED CONTENT:AN AGENCY PERSPECTIVEMiguel Gonzalez
Vice President, Creative Director / Content Director
Tuesday, September 16, 2008
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“WE ARE ALL IN THE CONTENT BUSINESS”We’re in a transitional time, actually
The convergence is converging agency services
Advertising relies on persuasion, Hollywood doesn’t
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PERSUASIVE CONTENT?
Worth the viewer’s time
Worth sharing with others
Lean forward vs. lean back
Depth on demand
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THERE’S A CONVERGENCE GOING ONGeneral Advertising : Commercials, print and outdoor
Direct Response : DRTV, direct mail, email and print
Promotion : Point of sale, retail programs, sweeps/contests and events
Interactive : Sites, display (banners), email and search
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THERE’S A CONVERGENCE GOING ONPersuasive content is moving into the interactive space
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WHAT MUST WE DO?
Brand Narrative
No longer just a “user experience”
Not just one message, a brand story
Sustainable Discovery
We ask for her time and attention
We owe her new content over time (just like studios)
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SAVE THE PANTS!!!
QuickTime™ and aCinepak decompressor
are needed to see this picture.
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BASIC TRAINING
QuickTime™ and aCinepak decompressor
are needed to see this picture.
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NOLAF
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KMART SHOW YOUR STYLE
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CONTENT ARCHETYPES
Scripted : Drama, Sitcom, Sketch/Spoof
Unscripted : Reality, Makeover, Contests
Variety/Gaming : Sports, Music, Game Show
News/Documentary
User Generated : Numa, Response, Oddity, Parody
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CONTENT ARCHETYPES
Scripted : HP, Crash Course with Shaun White
Unscripted : Dove, Campaign for Real Beauty; OfficeMax, Penny Pranks
Variety/Gaming : McDonald’s, The Lost Ring
News/Documentary : Liberty Mutual, Responsibility Project; Holiday Inn Express, The Smart Show
User Generated : DiGiorno, The Ditcher; Scion, United
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ONE BRAND STORY, MANY PLATFORMS
VOD
WEB
PODCAST
GAMING
MOBILE
WIDGETSOCIAL APPS
TV/C
RADIO
RETAILEXPERIENTIAL
OOHGUERILLA
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