Ad:Tech Day One Keynote

From The Alley To The Avenue


Drew Ianni sits down with David to discuss the new media landscape, the continued power of the television commercial as well as the new opportunities and threats that are emerging thanks, in part, to new digital technologies, platforms and creative tools. David and Drew will look at the new world order of strategic brand planning and what it takes to produce world-class creative in a universe increasingly defined by short attention spans, massive media proliferation and where the consumer is increasingly in control. David came to BBDO from Fallon, Minneapolis where he was responsible for some of most memorable and out-of-the-box advertising campaigns including Citibank's “Identity Theft” series and BMW Films. David has been charged with bringing a new, progressive way of thinking to an advertising agency once dubbed the “old guard”


INTRODUCED BY:
Drew Ianni, Chairman, Programming, ad:tech expositions
KEYNOTE:
David Lubars, Chairman and Chief Creative Officer, BBDO North America


Notes (My apologies if I cannot cover this segment in full, I have a call at 11 and have to hop out early)




  • The Current Landscape

    • Headed to 20 billion

    • Online video and community (still relatively small)

    • Consumer control and community- Trendy?

    • Quality inventory shortage, "Wagging the God"?


    • Mobile revolution "going local"

      • Business model issues "Tactical and contextual"



    • Global Revolution


    • The Power To Deal

      • Google market cap 140 billion






  • David Lubars

    • Top of mind- How do we create voluntary involvement

    • Completely Agnostic in terms of medium

    • I don't care where the medium is as long as people want to engage with it

    • "I don't care about technology"

    • BMW Films- "It became what it became" in a very organic manner

    • "95% of ads are probably not that great"

    • fragmentation of attention


    • Online VS. Television- People using DVR's similar to how people used VCR's

      •    Half of the people watch the commercial




    • No Default in terms of creative starting point

      • There are mediums that we do not even know about

      • The way to think now is in terms of a big upstream idea

      • What is the big idea and where can it go



    • Creativity is baked into the wall of BBDO

    • You shouldn't  have to convince clients of new platforms, the work should seem logical

    • Based on the insight is a logical path


    • The beauty of the new world- Dodge/My Space initiative

      • A little car with attitude

      • A little Joe Pesci :)







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