foggy glasses crystal ball - iab australia · some clever digital dude will point out that the...
TRANSCRIPT
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Crystal BallFoggy Glasses
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A year of madness, mayhem and
innovations
Big prediction for 2016:
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These two
will NOT get
married but
will
get it on
Prediction #1a
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Rupert Murdoch will have a heart attack in the arms
of Jerry Hall
Prediction #1
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But he wont die: he will come back as Kylo Ren
Prediction #1b
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And be
the ‘Force’
behind the
successful
election of
Donald Trump
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Hillary Clinton will be the first United Stateswoman president
Prediction #1c
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FTA TV will
have so
much
sport on it
that…
Prediction #2
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…someone will do the mathsand work out we actually
can’t watch it all
Prediction #2
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Some clever
digital dude
will point out
that the
broadcast
emperor
wears
no clothesCost of broadcast media
% of population
actually watching
Prediction #3
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Media will innovate and adopt
Influence planning
Prediction #3
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Media is
complex,
digital is the
biggest
broadcast,
the future
winners will
be
strategists
The media
is the
message
Content is
king
The
messages
themselves
are the
content
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Media and digital agencies will win all the strategic planning
Awards in 2016
Prediction #4
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Good
marketing
theory will
finally
recognise
that media
is too
complex for
an ‘easy fix’
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Ehrenberg Bass will stick togood in theory
Prediction #5
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The huge rise in paying so-called ‘influencers’ to post content makes Kim Kardashian so rich she buys News Ltd and gets into bed with Murdoch
Prediction #6
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Influencers and WOM will become the
dominant media
Prediction #6
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Australia will
‘grow up’ &
recognise
that being
the global
dunce at
innovations is
embarrassing
Industry – Higher Education and Research Institutions
Collaboration on Innovation 2008 - 2010
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The digital industry will develop lots of
‘innovations’
Prediction #7
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M Porter & M Kramer 2011
The capitalist system is under siege.
Companies are widely thought to be
prospering at the expense of their
communities.
A big part of the problem lies with
companies themselves … focused on
optimizing short-term financial
performance.
The Economist
“
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Tim Lang SDC Food
Commissioner 2011
Obesity and climate change
are two huge market failures.
Our review of the last
decade shows that progress
requires the hands-on
participation of governments
– not a ‘leave it to the
market’ approach”
The Government
“
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Brands will adopt
Positive marketing
Prediction #8
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Bertrand Russell 1954
The only thing that
will redeem
mankind is
cooperation”.
The Philosopher
“
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Now
we
have
the
Paris
Agreement
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Environmental groups will work with and together
not just against
Prediction #9
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The value of coal industries willcollapse
Prediction #10a
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Too late to save the
Great Barrier Reef
Prediction #10b
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The digital industry will enjoy a huge innovation funded boom creating the new ‘virtual’
Great Barrier Reef tour
Prediction #10c
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Innovation
Buzzword for 2016
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youThank