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