Beyond Advertising

The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change?

Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world’s most forward-thinking executives, innovators, and academics all grappling with today’s unique challenges and opportunities.

This book offers a concrete set of principles, including The All Touchpoint Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a future better for business, better for people, and better for society. Actionable steps include:

• Holistically orchestrate and allocate resources across all touchpoints
• Redefine expectations of success to align for multi-win outcomes
• Provide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story
• Develop all touchpoints to maximize the M.A.D.E.s value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touchpoints

YORAM (JERRY) WIND is the Lauder Professor and Professor of Marketing at The Wharton School and the founding Director of the Wharton SEI Center for Advanced Studies in Management, the Wharton Fellows program and co-founder of the Wharton Future of Advertising Program. He led the development of the Wharton globalization strategy, the creation of the Wharton Executive MBA program, as well as the reinvention of its curriculum. He has received numerous marketing awards, including the Buck Weaver Award (2007), the Charles Coolidge Parlin Award (1985), AMA/ Irwin Distinguished Educator Award (1993), and the Paul D. Converse Award (1996).

CATHARINE FINDIESEN HAYS is the founding Executive Director of the Wharton Future of Advertising Program, a leading research center bridging practitioners and academia. She earned her graduate degrees at Wharton and Penn as a Lauder Fellow and led pioneering marketing, strategy and sales teams during a 15-year career at AT&T. She can be heard on air as a host of "Marketing Matters" on Business Radio Powered by the Wharton School on Sirius XM 111.

THE WHARTON FUTURE OF ADVERTISING INNOVATION NETWORK is the influential and growing global community of forward-thinking collaborators from across industry and academia committed to advancing the scope, value, and impact of "advertising".

WFOA.WHARTON.UPENN.EDU

Acknowledgements xv

Preface: Who Should Read This Book? xxi

Part I: The Motivation for Change 1

Chapter 1: The Five Forces Driving the Need for Change 5

Chapter 2: Challenging Entrenched Mindsets about “Advertising” 25

Part II: Toward a New Model Beyond Advertising 45

Chapter 3: Aligning for Win-Win-Win Impact 51

Chapter 4: Orchestrating Value Creation across All Touchpoints 73

Chapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85

Chapter 6: The Expanded Power of Context: M.A.D.E.s 109

Part III: What to Do Now to Get Ready for—and Co-create—the Future 125

Chapter 7: Embrace Adaptive Experimentation 131

Chapter 8: Leverage Organizational Architecture 147

Chapter 9: Transcend Silos and Barriers 173

Chapter 10: A Global Movement toward a More Desirable Future 193

Appendix 1: The Backstory The Wharton Future of Advertising

Program and the Advertising 2020 Project 197

Appendix 2: Advertising 2020 Contributors 203

Appendix 3: WFoA Global Advisory Board 215

Appendix 4: Planning and Conducting an Experiment 219

References 223

Index 237

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.