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Does Fuffa Still Work? Communication in the Digital Era: New Jobs and New Values
This document discusses changes in the communications industry and new roles that are emerging. It suggests that traditional advertising using "fuffa" or fluff may no longer be effective. New roles for digital strategic planners, emerging media designers, and creative technologists are needed to develop strategies, design experiences, and build technical skills. The roles of advertising agencies and the values of those in the industry must also change to focus on transparency, ethics, and benefits to society rather than just profits.
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Does Fuffa Still Work? Communication in the Digital Era: New Jobs and New Values
- 1. DOES FUFFA STILLWORK? COMMUNICATION IN THE DIGITAL ERA: NEW JOBS AND NEW VALUES
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- 6. Branding Strategies &New Media Design TO
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- 12. ART DIRECTOR COPYWRITER MEDIA PLANNER
- 13. MEDIA PLANNER ACCOUNT ART DIRECTOR COPYWRITER
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- 16. NEW MEDIUM OLD ATTRIBUTES
- 17. BIG WE INSISTON IDEAS
- 19. DOES IT WORK TO USE THE SAME OLD MODEL?
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- 21. DIGITAL NATIVE PROFESSIONALS TRADITIONAL AD AGENCY
- 22. SOMETHING NEW TraditionalDigital Native
- 23. “IMITATE, ASSIMILATE, INNOVATE” - Clark Terry
- 24. 1. THE DIGITAL STRATEGIC PLANNER* *See Roberto Venturini’s work Digital Planner Manifesto
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- 26. MARKET & BUSINESS STRATEGY
- 27. MARKET & BUSINESS STRATEGY IDEAS
- 28. MARKET & BUSINESS STRATEGY IDEAS TRAINING
- 29. MARKET & BUSINESS STRATEGY IDEAS METRICS TRAINING
- 30. 2. THE EMERGING MEDIA DESIGNER
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- 33. TREND HUNTING STRATEGY EXPERIENCE
- 34. TREND HUNTING STRATEGY EXPERIENCE TECH
- 35. TREND HUNTING STRATEGY EXPERIENCE AESTHETICS TECH
- 36. 3. THE CREATIVE TECHNOLOGIST* *See Richard Schatzberger work The Creative Technologist
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- 40. STRATEGY IDEAS TECH CODE
- 41. THE PERFECT TRIO PLAN CREATE DEVELOP Digital Emerging Creative Strategic Media Technologist Planner Designer
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- 43. MEDIA CHANGE JOBSCHANGE
- 44. MEDIA CHANGE JOBSCHANGE PEOPLE CHANGE
- 45. IMILLE 2010 NON-CAMPAIGN 95% OF PEOPLE DON’T TRUST IN ADVERTISING.* WE NEITHER. *Your Brand: At Risk or Ready for Growth? - Alterian 2010
- 46. DOES FUFFA STILLWORK?
- 47. THE ROLE OFTHE AGENCY MEDIA BEHAVIOR OF PEOPLE
- 49. WITH GREAT POWER COMES GREAT RESPONSIBILITY!
- 50. GOOD TO GREAT James C. Collins, 2001
- 51. GREAT TO GOOD Umair Haque, 2010
- 52. FIRST WHO, THENWHAT
- 53. FIRST WHO, THENWHAT FIRST HOW, THEN WHO Do our people have the capacity to judge right and wrong?
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- 55. TECHNOLOGY ACCELERATORS ETHICALACCELERATORS Build transparency and openness
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- 57. CULTURE OF DISCIPLINE CULTURE OF MEANING Provide durable, tangible benefits to people, communities, and society
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- 59. Photo Credits Flickr eelviss Flickr francescopozzi Flickr Jeff The Trojan Flickr Jason Tavares