Advertising today through the eyes of an AdNerd.

1. Friday 25 March 2011

2. Our Mission
Proximity BBDO wants to become
the preferred agency for companies
which already value the importance of
future proof and result driven communication,
and make other companies aware
of the importance of it.
Friday 25 March 2011

3. Friday 25 March 2011

4. AdNerds
The Radically Digital Division of Proximity BBDO
Friday 25 March 2011

5. Friday 25 March 2011

6. Friday 25 March 2011

7. Let’s talk advertising∞…
Friday 25 March 2011

8. Friday 25 March 2011

9. The old consumer decision journey
many brands
fewer brands
final choice
BUY
Friday 25 March 2011

10. Advertising = pretty simple
Friday 25 March 2011

11. Paid Media
Friday 25 March 2011

12. ING
OPPER
ST OW
P
Friday 25 March 2011

13. SPRAY
PRAYAND
Friday 25 March 2011

14. Friday 25 March 2011

15. Today’s consumer decision journey
r
on side eve
c alu
ate
THE LOYALTY LOOP
BO
ND
advo
cate BUY
enjoy
Friday 25 March 2011

16. Advertising = not so simple anymore
Friday 25 March 2011

17. Owned Media Created Media Earned Media Paid Media
! Factories ! Programs ! Blog ! TV
! Offices ! Events ! Twitter ! Radio
! Retail Outlets ! Contests ! Facebook ! Ads
! Packages ! … ! Natural Google ! Posters
! Website(s) Ranking ! Banners
! … ! … ! …
Friday 25 March 2011

18. Customers are looking for companies
whose beliefs align with theirs
Friday 25 March 2011

19. Our job today:
! First, discover a brand’s idea, its beliefs
! Orchestrate the behavior of the brand so that every time it
touches somebody, they are getting the kind of information
that helps them LIKE, TRUST and RESPECT the brand
Friday 25 March 2011

20. Not so simple anymore but, hey,
who doesn’t like a challenge!
Friday 25 March 2011

21. And things are getting even much
more interesting…
Friday 25 March 2011

22. Yes, there are brands out there who don’t work with
advertising agencies and simply earn all their media.
Friday 25 March 2011

23. Friday 25 March 2011

24. Friday 25 March 2011

25. Friday 25 March 2011

26. It’s not what you sell, it’s what you stand for.
Friday 25 March 2011

27. It’s about treating your customer
like someone who means something to you.
Friday 25 March 2011

28. A good concept doesn’t necessarily mean nice copy and imagery
Friday 25 March 2011

29. Albion’s Oven, 2-4 Boundary Street, Shoreditch,London
Friday 25 March 2011

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33. Relevance has become king
Friday 25 March 2011

34. Friday 25 March 2011

35. Craig W.
✓ Mayor of Berkeley Station
✓ Loves to travel,has the jetsetter badge,
as well as the gym rat badge
Friday 25 March 2011

36. Friday 25 March 2011

37. Friday 25 March 2011

38. Friday 25 March 2011

39. BART has simply given its customers a better experience.
19% rode BART because of a
43% had recommended 4sq recommendation
a destination near BART
38% were having “more fun” 17% connected with friends
14% rode BART more
23% earned frequent rider badge because of their interaction
with 4sq
Friday 25 March 2011

40. And what kind of
work does Proximity
BBDO come up with?
Friday 25 March 2011

41. Earned Media: Cécémel Snowball Fight
Friday 25 March 2011

42. Wat zijn de resultaten?
437.992 visitors
Unique visitors: 276.496
94.010 registraties
406.053 sneeuwbal-gevechten, 13.037.853 sneeuwballen gegooid
401.124 uitnodigingen
Friday 25 March 2011

43. Friday 25 March 2011

44. Real World Case: Free ING Lion Account
Friday 25 March 2011

45. Friday 25 March 2011

46. 1. Strategy
Friday 25 March 2011

47. Friday 25 March 2011

48. 2. Creative
Friday 25 March 2011

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52. Friday 25 March 2011

53. 3. Hotshop
Friday 25 March 2011

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55. 3. Metrics
Friday 25 March 2011

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59. farm2011.be
Friday 25 March 2011

60. HX !
T
Friday 25 March 2011