THE FUTURE OF THE ADVERTISING AND PR

AGENCY

?

CONSUMERS ARE INFLUENCING EVERYTHING

POLITICSENTERTAINMENT

JOURNALISMDESIGN

AND MORE IMPORTANTLY THE

DEVELOPMENT AND DISTRIBUTION OF

CONTENT

THE DIGITAL REVOLUTIONHAS CHANGEDEVERYTHING

MEDIA OUTLETDIVERSIFICATION

THE SOCIAL REVOLUTIONHAS CHANGEDEVERYTHING

“Not to put too fine a point on it, the moment we are living through is the largest increase in

expressive capability in human history”- Professor Clay Shirk, Internet expert and author of “Here Comes

Everybody”

…and has allowed consumers to become true

producers

Above all else, social media has

upended the marketing model

from “one to many” to “many

to many”

Brand Messag

e

ONE TO MANY

Many to Many

Brand Messag

e

IS BEING SUPPLANTED BY

MANY TO MANY

CONSUMEREMPOWERNMENT

CONSUMERENABLEMENT

CONSUMEREXPRESSIONISM

CONSUMERENGAGEMENT

Connected

consumer

xEnabled

Empowered

Expressive

Engaged

x Technology

(the

amplifier)

Content

Power of word of mouth

“92% of consumers never listen to what a brand has to say about itself. Whereas 97% of consumers listen to what a consumer has to say about a

brand”

THE AVERAGE CONSUMER MENTIONS SPECIFIC BRANDS OVER 90 TIMES A WEEK IN CONVERSATIONS WITH FRIENDS, FAMILY AND CO-WORKERS

SOURCE: KELLER FAY, WOMMA, 2020

ADVERTISING AND PR USED TO BE TWO DISTINCT MODELS OF

INFLUENCE

NOW, THEY ARE BECOMING

ONE IN THE SAME

Advertising

Public Relations

Media

Direct Response

Digital

Brand Client

THE PAST: SILOED

Brand ClientCompletely

Integrated Solutions

THE FUTURE: BUNDLED

From Peak & Valley campaign to “Always On” distributionFrom Peak & Valley campaign to “Always On” distribution

Online Presence Online Presence

Channels” Always On”

Time Time

THE OPPORTUNITY

GILLETTE PROGLIDE

MessagesCampaignsChannelsSilosMonolithicUni-directionalStaticIsolated

RelationshipsPlatformsExperiencesCollaborativePersonalizedMulti-directionalAdaptiveParticipatory

THE FUTURE

THANK YOU