Edward Boches: Advertising Evolves. You Should, Too.

For those who do not know who Edward Boches is, he is the Chief Innovation Officer at Mullen.

I came across Edward Boches’ article on his website where he posted his presentation slides that he intended on sharing at the Social Media Breakfast in Connecticut. His slides have little or no texts, mostly diagrams and images, but he has included notes on each slide so it is easier to comprehend.

Here is a snippet of his article about the presentation:

In a nutshell, we need to change, or at least consider changing, the following. Our Mindset: from thinking in terms of audiences to understanding the value of community.

The Definition of Creative: art and copy and craft still matter, but user experience and utility might be even more important.

The Brief: it needs to be as much about inspiring participation as it does about clarifying a message.

The Team: now needs tech, mobile, UX, design even if you’re making ads.

The Process: has to get less linear and more iterative.

The Business Model: social media enables doing good not just making money, and the next generation of consumers will demand it.

The Pace of Change: you have to be able to adapt even more quickly in light of what’s coming.