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La pubblicità ha smesso di esistere?Il caso David Droga e il futuro dell’advertising
Relatore: Professor Doriano Zurlo
Tesi di laurea di:Francesco Malaguti
Comunicazione e Pubblicità per le Organizzazioni
A Few Facts
1 out of 3 ad campaigns doesn’t succeed.
Digital is an essential part of an advertising strategy.
Source: Global Trust in Ad Report (Nielsen Global Survey – Sep 2015); Social Media Usage Report (Pew Research Center – 2005-2015); Page Fair and Adobe 2015 Ad Blocking Report (June 2015).
65%of American adults use social networking sites. Adblock is used by 63% of
American Millennials. The global cost of ad blocking is expected to be $41,4B by 2016.
Companies and People have changed.
*Traditional
David Drogafounder and most-awarded creative at the Cannes International Ad Festival
Advertising is one of these industries where 90% of it is invisible pollution and 10% is really interesting and engaging.I want to play in that 10%.
9 times Agency of the Year
I Will What I Want(Gisele Bündchen)
Rule Yourself(Michael Phelps)
I Will What I Want(Gisele Bündchen)
Rule Yourself(Michael Phelps)
• Integrated Campaign / Digital Strategy
• Empowering Ad
• Breaking the Female Stereotype
• Cultural Issue
• No Emphatic Message
• No Common use of Testimonial
• Strong Insight
• Cultural Issue
Meanwhile in Italy…
«We have no formula», but…
Creative Idea
Storytelling
Engagement
Strategy
Insight
HumourBreak The Stereotype
Ethics
Premium Content
Online Communities
An Idea of Future
Grazie