XL…奥美营销机器的进军

INTRODUCTION Welcome to Ogilvy PR Futures #2. This year we’ve captured 15 trends and insights that we think will fundamentallyimpact marketing communications now and into the future. As you can guess from the title of the report, there is onemajor headline: theMarch of the Machines(trends #1-#5). We touched on this in last year’s Futures #1, but this yearwe are seeing more and more traction on how algorithms, machine learning, robots, virtual personal assistants, artificiallearning and new digital mediums such as virtual reality are profoundly changing our industry. In fact it is more than achange, it is a revolution, and it is going to be more impactful than the internet and social media upheavals of the lasttwenty years. Artificial intelligence (AI) in all its forms will be just as big if not bigger–and as Kevin Kelly framed it inhistalk at Cannes–this is theSecond Industrial Revolution(see trend #3). But whilst there is this monumental change happening, there is also then an unexpected and just as profoundunforeseen and very un-artificial result, which we are callingThe New Empathy(trends #6-#10). This is essentiallyhow technology is also forging a new sense of global human connectedness through emotional story-telling andempathy. In what sometimes seems like the darkest of days in 2016, there is also a new optimism and is bringingpeople and cultures together. We finish with a collection of insights (trends #11-#15) which we are calling theNew Adventures in Marketing, whichcover a variety of miscellaneous but just as important movements, including a new era in brand marketing that we arecallingBrand Activism(trend #14). The report wraps up with a deeper look at the award winning work we loved from Cannes. WHERE WE WENT FOR INSPIRATION CANNES FESTIVAL OFCREATIVITY VIVID IDEAS CES TheConsumer ElectronicsShow(CES) is held everyJanuary in Las Vegas, andtheeventhostspresentations of newproducts and technologies intheconsumer electronicsindustry. Vivid Ideas is the festival of creativitytied to Sydney’s annual Vivid lightfestival. Vivid Ideas is a platform forsharing new ideas on creativity,innovation and community building. The Cannes Lions is the global festival ofcreativity. 2016 again saw record numbersof attendees and award entries. Thefestival drew high profile celebrityspeakers (Usher, Will Smith), intellectuals(Kevin Kelly, Sir Ken Robinson), creatives(Christopher Bailey, Anna Wintour,Alejandro GonzalezIňárritu),technologists (leaders from Airbnb, Spotifyand Google) and agencies. The verylatest creative thinking, insights and ideasfrom around the world were shared,digested and recombobulated… E3 is the annual Electronic Entertainment Expo, held every year in LosAngeles in June. It is the annual trade fair for the video game industry. Join the conversation at #ogilvyprfutures Where you see thissymbol, it means youcan scan the page towatch the video content.Download and then opentheBlipperapp. THE TRENDS NEW ADVENTURES INMARKETING THE MARCH OF THE MACHINES 1.EMOTIONAL CONTENTALGORITMS2.AI ART3.THE SECOND INDUSTRIALREVOLUTION4.CENTAURS5.VIRTUALITY 11. ANALOGUE ESCAPISM12. THE EPHEMERAL WEB13. QUICK RESPONSE COMMS14. BEYOND BRAND PURPOSE:BRAND ACTIVISM15. CULTURAL ENGINEERING 6. THE NEW HUMAN EMPATHY7. BE NICE, BE HUMAN8. THOUGHTS ON DIVERSITY9. IMMERSIONISM10. MAKE INTERESTINGFRIENDS CHAPTER 1: THE MARCH OF THE MACHINES THE MARCH OF THE MACHINES In this chapter, we highlight how the new field of data driven creative science isopening up our industry to new possibilities and ideas never even conceivable justa few years ago. In five insights we outline how social media will be fundamentallychanged by machines that can post, respond and even create content (trend #1)and then build on this technology to even create art (trend #2), how virtual reality isopening up a whole new creative medium (trend #5), how smart machines willtransform our world (trend #3) and how in the longer term we could even become anew species (trend #4). EMOTIONAL CONTENTTHE SOCIAL FORECAST ALGORITHMS1. OVERVIEW THESOCIAL FORECAST:EMOTIONAL CONTENTALGORITHMS What’sthefussallabout? Our pre-eminent problem today is getting and then keeping attention. Engagement isdropping: brands andorganisationsare finding it harder to gain traction with paid,owned, earned and shared media. The solution is potentially new machine learningemotional detection technology. This is a way to deliver content that engagesemotionally by mathematically editing video content in scientifically proven way to drivethe most powerful emotions. What’sthepotential? Couldamachinetelluswhattheoptimumvideocontentis?Brandsarealreadybeginningtousethetechnologytowritescriptsandeditcontenttodriveclassicstorytelling narratives that illicit emotions suchassadness,anger andsympathy,butalwaysendingwithhappiness. AIisbeginningtobeusedtocutandeditvideocontent.AIisalreadybeginningtooptimiseandevenwritescripts.Evenfurther out could AI supplement and ev