Creative Advertising & New Media

Creative Advertising

Aim - To engage in current (academic & industry) debate, surrounding the impact of new media on communication and creativity.

What is new media - ‘…media that work not through persuasion or impressions but through engagement and involvement.(Sutherland, 2009)

• Advertising strategy (emotive)
• Required speaking to the asses
• Global print campaigns
• Imagery of britannia and royalty
• High feeling strategy (signs=patriotism&empire)

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

Creative advertising has become a lot more targeted it has a special relationship.

• Advertising & New Media (Spurgeon, 2008)
• Shift from Mass to My media
• More targeted (mobile)
• Audience involvement:
• voluntarily passing viewing ads (virals)
• (b) creating  spoofs or filming events
• More personalised

Viral - Definition 'unpaid peer-to-peer communication of [provocative] content originating from an identified sponsor using the Internet to persuade or influence an audience  to pass along the content to others’. Southgate, et al, 2010, p350. One distinction between old & new media

New way of communicating - Powerful man in media , Trevor Beattie BMB Hello boys & FCUK.

Invisible Children

Highly popular viral ad about a Joseph Kony a War lord. who celebrities promoted to make him famous so he could be captured.

R4 ICC Congo warlord Lubanga guilty 30yrs ‘March 5th released 3 days 26 m views. 5th 63 m
Oprah Winfrey tweet 5th March , 9.7m followers ‘the most successful manipulation of our new media ecosystem to date’ (Naughton, 2012)

The Biggest 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 generator 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 content.

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)

Putting brands in peoples 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

Levis go forth ad.

Global campaign around the time of the recession. Some of the photographers selected by the art directors had some amazing shots. - Above selected poetry.  

• Highly crafted film & photography
• Walt Whitman poetry
• Website
• Global Go Forth Campaign
• Wieden & Kennedy
• Launch film Facebook
• Cinema, then TV

Future - 

• Illustrating the future nike
• google and facebook model
• nike grid , nike plus. how run record and training aid into 'game'
• london transformed game-board recorded and compared against offers.

Fowlers conclusion impact of NM.

MIDDLE LAYER- Announcement old Media , Middle Layer (Experiencial) New Media

Creative e-learning

•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.

Conclusion

Shift from old to old & new media

Blurring communication, entertainment, education creators, producers, consumers & professional roles

New models communication, creativity & agency structures

Third layer experiential, engaging, social & tactile

Golden age of creativity – embrace it.

New skill-set work collaboratively on and off line

Creatives LCA Ad, Photo, Fashion, DFGA, Graphic

Old Media had a beginning. Narrative of New Media open