This week some required reading for the team at FreshNetworks has been this set of slides from John V Willshire at PHD Media , that he presented at the APA’s ‘Future of Advertising in One Afternoon’ conference. This is a great set of slides that look at how the changes in the media landscape are changing the role of advertising and creativity. And how the advertising industry should make the most of this opportunity. The presentation paints a clear picture showing how things have changed and what this means.

Last year we highlighted a great presentation from Paul Isakson on the future of marketing and advertising , where his argument was that advertising was dead and the future was marketing. This week, Isakson updated this presentation and theory for 2009, with an equally good presentation on what’s next in marketing and advertising. In this he looks at the constantly Image by jurvetson via Flickr His basic thesis is that things no longer work like they used to and that marketing and advertising still needs to change to deal with this.

What emerges after the storm has passed will be an advertising and media industry with a fundamentally different structure. The vast majority of advertisers are boosting their online spend, while heavily cutting classic media. Social networks continue to leap forward - with Facebook putting on 50m new customers since January to cross the 200m mark - and the race to own the mobile space has never been faster. Online ad expenditure up 17% to reach £3.35bn Many thanks to Danny Meadows-Klue at Digital Stategy Consulting for his regular news round-up, which I've selected from here.

We’ve just published our latest white paper, Interaction in Advertising , which is summarised below. The paper examines how advertising is evolving from a one-way communicative process (the advertiser telling the consumer what they should be thinking), to a more collaborative, engaging format where brand and consumer communicate with an open dialogue. The paper discusses examples of campaigns that are putting interaction in advertising into practice and highlights Included in the paper: From ‘interactive’ to ‘interaction’ Brands are switching from paid display advertising to promoting themselves through branded online communities, virtual worlds/games and social media.

Another week, another blog post on the subject of “why creative advertising folk need to embrace ‘technologists and their geeky ways’” once again ignites vigorous debate. The citizens of Twitter seem to react with a combination of self-loathing and schadenfreudian glee to the disruption that social technologies are wreaking on advertising. Of course, how The post in question is by Joe Mele, VP Client Partner at Razorfish , and received a great many comments and a huge number of re-tweets of the @BBHLabs ‘ tweet that contained a link to it. It’s

From the introduction : “Some telling findings from the latest twice-yearly Nielsen Global Online Consumer Survey of over 25,000 online consumers from 50 countries: “Recommendations by personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally. There are many more research studies, findings, dissertations, and so on that confirm the same fact: reviewing is the new advertising. businesses have to understand and accept that consumers’ decision making processes, which ultimately come down to whether they will buy from you or from someone else, have truly shifted to a new, powerful peer-to-peer arena.

Toyota have chosen 5 or 6 agencies and have asked them to spend $15,000 each on a “social media marketing campaign”. If you want a different kind of engagement than social media stunts, please retweet or comment or link or something? My wish for a indepth social media engagement from Toyota goes unanswered so far I guess. Think “stunt” and you have a better idea of what they are talking about.. And while traditional media pitches means war to get content into banner ads, on TV and radio, when it comes to using the same tactics in

have a client who once said to me: “We want to use social media to attract more complaints” . This may seem an odd thing to say, all to often attracting complaints is a reason people cite for being anxious about using social media . People use social media for lots of things, but they often use it to express their opinion about a brand or organisation, to tell you where things are good and to tell you where things are bad. Image by ajburgess via Flickr I

I’m not taking the piss when I say that it’s gathered a posse of mainly advertising folk - strategic planners and digital creative brains - in one place. But it’s generated a fascinating open conversation about a big problem: what do advertising agencies need to do about digital, or interactive, or whatever it’s called? We’ve been creating web applications for almost a decade and This post has been brewing inside of me for some time. It’s has finally been burped-up precipitated by Ben Malbon’s provocative post at BBH Labs (yes, we are

Managing staff who participate in social networks. This list also includes policies called; Staff blogging policies, enterprise social network guidelines, Employee Blogging Policies, Staff engagement in online communities, and so on. I’ve done a few press (radio, print) interviews this week re: Telstra so I thought I should have another look at how Enterprise, Government, Corporates, Not for Profits  are handling the fact that their staff are members of social networks too.  I once had to step in to calm down a forum that was off the charts with negativity and