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Pepe Martínez

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  1. Pepe Martínez Media Ussage

  2. TIKI TAKA ADVERTISING

  3. Tiki Taka - Circulation paradigm Barça way of playing football

  4. A changingparadigm Fromdistribution

  5. A changingparadigm Tocirculation

  6. From… reach frequency stickyness

  7. To…

  8. ROCK&LOVE ADVERTISING

  9. Let´s ROCK

  10. Let´s love!!!

  11. Loss of advertisingefectiveness Because audience fragmentation and advertising clutter

  12. Theonlyeasyday wasyesterday

  13. It´s not about technology,. It´s about culture. Henry Jenkins

  14. IN FACT INTERNET IS NOT A MEDIUM, IT´S A METHAMEDIUM

  15. Markets are conversations There are no secrets. Thenetworkedmarketknows more thancompanies do abouttheirownproducts. And whetherthenewsisgoodorbad, theytelleveryone. We are immunetoadvertising. Justforgetit. Ifyouwantustotalktoyou, tellussomething. Makeitsomethinginterestingfor a change.

  16. FROM DISTRIBUTION TO CIRCULATION TheTikiTakaSystem

  17. FROM DISTRIBUTION TO CIRCULATION Fromstickynesstospreadability

  18. FROM DISTRIBUTION TO CIRCULATION From 360º to 365 days

  19. FROM DISTRIBUTION TO CIRCULATION From BIG ideas to Loooooong ideas

  20. FROM DISTRIBUTION TO CIRCULATION Transmedia https://www.youtube.com/watch?v=CP-zOCl5md0

  21. Transmedia=TikiTaka YANG YIN Masculine Aggregating Cold Conscious Logical Rational Feminine Yielding Warm Unconscious Creative Emotional

  22. Let´s tiki taka

  23. Let´s tiki taka

  24. Paid Media Earned/ Relationship Media Own Media

  25. John west – salmon – fighting fisherman

  26. Carlsberg - bikers

  27. Branded content

  28. 5 Requirementsto be spreadable

  29. 1 surprising!!

  30. WolkswagenGroup China.ThePeople Car Proyect

  31. 2 Sense of opportunity

  32. Greenpeace oiloncanvas

  33. 3 useful

  34. Macy´sYes, Virginia the musical

  35. 4 noticeabilty

  36. The British Heart Foundation,BHF - Mini Vinnie

  37. 5 Problem solving

  38. Tesco-Home Plus Korea

  39. 1 goodTransmediaexample Online Offline Mixed

  40. Cultural tension Life is terrific and hard at the same time Brand bestself Itis vital. Lovelife Big ideaL The world would be a better place if we saw the glass half-full and not half empty