Chris Copacino: Acts Not Ads: The Power of Personal Connections in the Digital Age | SIC 2024

In an era where consumers are bombarded with advertisements from all directions, the value of genuine, personal connections has never been higher. This talk will explore the concept of "Acts vs. Ads," focusing on how brand experiences and authentic engagement can create stronger, more lasting relationships with audiences compared to traditional one-way advertising. We'll discuss the benefits of building brand experiences that resonate with your audience, including increased trust, loyalty, and word-of-mouth referrals. Examples of successful approaches will illustrate how acts of genuine interaction outperform conventional ads in today's digital landscape.

2. Acts not ads.
A C T S

3. A D V E R T A R E
Advertare
( ad-vert-arr-ay )

4. S E C T I O N T I T L E
Lorem ipsum:
Dolor sit amitor
tolorus sitor

5. Core Purpose of
advertising
A D V E R T A R E

6. “For people like me”
A D V E R T A R E

7. INSIGHT
Center
of
Gravity
Model
BRAND
TRUTH
PRODUCT
TRUTH
COMPETITIVE
TRUTH
HUMAN
TRUTH
C E N T E R O F G R A V I T Y

8. INSIGHT
Center
of
Gravity
Model
BRAND
TRUTH
PRODUCT
TRUTH
COMPETITIVE
TRUTH
HUMAN
TRUTH
C E N T E R O F G R A V I T Y

9. Two key superpowers
of ad agencies

S U P E R P O W E R S
●Understand how people feel
●Telling stories that connect with those people

10. A D V E R T I S I N G I N D U S T R Y
The advertising industry
has fundamentally
changed.
●Technology
●Content
●Judgement

11. The advertising industry
has fundamentally
changed.
●Technology
●Content
●Judgement
A D V E R T I S I N G I N D U S T R Y

12. 5,00
0
messages/day
2017

10,000
messages/day
2024
vs.A D V E R T I S I N G I N D U S T R Y

13. Abundance < Relevance A D V E R T I S I N G I N D U S T R Y

14. The advertising industry
has fundamentally
changed.
●Technology
●Content
●Judgement
A D V E R T I S I N G I N D U S T R Y

15. From:
Shared content

To:
Personalized, on-demand
content
A D V E R T I S I N G I N D U S T R Y

16. The advertising industry
has fundamentally
changed.
●Technology
●Content
●Judgement
A D V E R T I S I N G I N D U S T R Y

17. A D V E R T I S I N G I N D U S T R Y

18. CSR
Environmental
Social Governance
A D V E R T I S I N G I N D U S T R Y

21. The advertising industry
has fundamentally
changed.
●Technology
●Content
●Judgement
A D V E R T I S I N G I N D U S T R Y

22. M O D E R N A D V E R T I S I N G
Modern Advertising
●Necessity of brands to be invited into consumers’
worlds
●Shift from intrusive to inviting experiences
●Need for brands to generate consumer
movement in their direction

23. From:
Talking at

To:
An invitation
M O D E R N A D V E R T I S I N G

24. Better to show than to just tell
M O D E R N A D V E R T I S I N G

25. Encounters that people
want to participate in,
not feel barraged by
M O D E R N A D V E R T I S I N G

26. Experiences > One-way messages
M O D E R N A D V E R T I S I N G

27. Receptivity
M O D E R N A D V E R T I S I N G

29. A Modern Funnel for Today
Brand
High-Inten
t
to
Purchase
Earned
Media
Audience-
Centric Social
Second
Opinions
Builds awareness, trust, establishes
and maintains reputation. Meets
audience need for second opinions.
Drives consideration, conversion and
ultimate business objective.
Source: Ignition Guide to Operationalizing Trendspotting (G00756155)
© 2023 Gartner, Inc. and/or its affiliates. Garner is a registered trademark of Gartner, Inc and its affiliates.

30. Brand Marketing’s Place in the Funnel
Leads

© 2023 Gartner, Inc. and/or its affiliates. Garner is a registered trademark of Gartner, Inc and its affiliates.
“Brand
Awareness”
Learn/
Explore
Define
needs
Consider
options
Conversion

31. Unpacking Brand Marketing

© 2023 Gartner, Inc. and/or its affiliates. Garner is a registered trademark of Gartner, Inc and its affiliates.
“Brand
Awareness”

32. Unpacking Brand Marketing

© 2023 Gartner, Inc. and/or its affiliates. Garner is a registered trademark of Gartner, Inc and its affiliates.
“Brand Awareness”

33. Unpacking Brand Marketing

© 2023 Gartner, Inc. and/or its affiliates. Garner is a registered trademark of Gartner, Inc and its affiliates.
Brand
reach
Brand
perception &
reputation
Brand
experience
Brand
impact

34. Brand Marketing’s Place in the Funnel
Leads

© 2023 Gartner, Inc. and/or its affiliates. Garner is a registered trademark of Gartner, Inc and its affiliates.
“Brand
Awareness”
Learn/
Explore
Define
needs
Consider
options
Conversion

35. “Acts” can enhance receptivity,
making advertising more potent.
A C T S

36. What is an “act”?
A C T S

37. A brand “act” is . . .

A brand stepping out of solely one-way messaging
and inviting an audience into an opportunity for
participation, helping the brand “cut through” and
creating a predisposition towards the brand
through a captivating experience.
A C T S

38. Act with Acts and then use ads.
A C T S

39. What are important with acts?
A C T S

40. Authenticity is
everything.
A C T S

42. They can, and need to, scale.
A C T S

44. Drive home brand
A C T S

46. Popcorn guy image

47. Create receptivity to ad messages
A C T S

50. Are all experiential and
brand activations acts? No.

The power is in invitation
and captivation.
A C T S

51. Lead with acts,
convert with ads.
A C T S

52. Acts not [just] ads.
A C T S