A brain dump after 15 years in digital advertising for Coca-Cola, LEGO, DR and Bang & Olufsen — on automation, Big Data, soft values, and where the industry is heading.
My name is Philip Illum Thonbo – I have worked in the digital part of the advertising industry as an experience designer for 15 years. On large productions for, among others, Coca-Cola, LEGO, DR, and Bang & Olufsen. I have penned some thoughts on the occasion of my exit from the marketing industry and have transitioned to being a game designer at a larger game company in Aarhus.
Let's see it a bit as a “Brain Dump.”},{
Having grown up in my mother's advertising agency in the 80s, I have experienced the vibrant "Mad-Men" approach to marketing. And to this day, I can see that the industry has become more and more gray and dull due to completely monochromatic noise. Everyone is following the same well-trodden paths that have a proven effect. It is often seen in the industry that the marketing GPS is simply turned on and followed blindly.
One evening in April, I sat down and wrote a bit about my experiences with the industry's trends, and what threats and opportunities I see ahead of us. I write about everything from optimized and automated processes to the soft values that capture our interest and motivation as consumers.
I have divided my writing into 5 smaller chapters, which can be seen below.
Chapter 2: BIG DATA and vertical thinking
Chapter 3: Horizontal thinking and shareable content
Chapter 4: User Experience Design
Chapter 5: Case Study: Animal Cards
In the first chapter, I will talk a bit about Watson – IBM's new artificial intelligence and how it uses BIG DATA and will come to outcompete us in many ways regarding the analysis of all kinds of data.
Moving on to chapter 1: AI –>
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