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7 NEW HABITS OF
effective advertising
RMIT – HCM CAMPUS / 20TH APRIL
ANDHOW DIDVIETNAMMARKET
ABSORBTHESEHABITS?
WHO I AM
HO CONG HOAI PHUONG 

•  Mechatronics engineer based Advertising planner
•  Master of marketing- Solvay Business School 
•  7 years of experience (BP, LOWE, Dentsu network…) 
•  My Client: ASUS, Honda, Vinamilk, Kinh Đô, Sapporo,
Toshiba, Abbott, Gấu Đỏ, Vietnamobile, Romano…
•  I love football, playing with my son and advertising
WHAT I DO FOR LIVING
STRATEGIC PLANNING MANAGER
@ DENTSU ALPHA
•  Understand what is really going on outside my office
(brand, people, culture…)
•  Identify the fundamental problem/opportunity to liberate
my clients potential
•  Stimulate, encourage & inspire my creative colleagues
to make better and more effective creative solutions
WHY I AM HERE
I LOVE TO SHARE

•  I do 
•  I think 
•  Then I share
WHAT IS EFFECTIVENESS
IN ADVERTISING?
DEFINED PROBLEM WAS SOLVED
BUT BEFORE THIS, 
IT HAS TO BE WATCHED, HEARD, READ,
INTERACTED, PARTICIPATED…
YOU WANTS
THEIR ATTENTION.
ME TOO!
More ads can be transmitted to a
consumer than the consumer can process,
the consumer's attention becomes the
scarce resource to be allocated.
7 new habits of advertising
7 new habits of advertising
7 new habits of advertising
TODAY, FIRST STEP OF
EFFECTIVENESS IS
TARGET AUDIENCE’S
ATTENTION
MEDIA CHALLENGE
•  People attention is scared 
•  More and more things are interesting than our works 
•  Consumer’s media is fragmented
•  People can control their media and use them the way
they want
THE INDUSTRY BIGGEST ENEMY IS
EVERYTHING.
FROM MOVIE, POP STARS, NEW
PHOTO SHOOTING TREND, PSY TO
SMALL FACEBOOK STATUS
7 HABITS OF EFFECTIVE
ADVERTISING TO GET
PEOPLE ATTENTION
1.  We create a movement, not an ad 
2.  Brand needs a position in people life 
3.  Being interesting then different 
4.  TVC isn’t dead and internet is good friend 
5.  Digital fulfills demand 
6.  Publicity stunts go viral 
7.  Brand creates new medium
WE CREATE
A MOVEMENT.
NOT AN AD
COMPARE WITH HUMAN
RELATIONSHIPS, BRAND
RELATIONSHIPS ARE THIN
INSTEAD OF BEING ABOUT
PERSUADING PEOPLE TO BELIEVE
SOMETHING,
IT IS ABOUT UNDERSTANDING &
TAPPING INTO WHAT THEY ALREADY
BELIEVE
I BELIEVE NOWADAYS PERSONAL
SUCCESS IS A CONSTANT JOURNEY
OF PROGRESS, NOT A DESTINATION
WE CREATE A MOVEMENT. NOT AN AD
BRAND NEEDS
A POSITION IN
PEOPLE LIFE
(NOT POSITIONING)
RIES AND TROUT WERE WRONG
MOTHER DIDN’T CARE MUCH ABOUT
THE WORLD OF “CLEAN” OR “WHITE”
“The brand idea is based on the
belief that when kids are developing
and learning they will sometimes get
dirty, and some parents worry about
this. DIG can free mothers from the
worry by taking care of the dirt. In
other words; the dirt goes, but the
learning stay” 

Rohit Jawa, Regional Category Vice
President – Laundry, represents
South Asia and Southeast Asia on
the DIG Global Brand Team
MORE THAN A
MESSAGE OR
PROMISE, BRAND
SHOULD DO AND PLAY
A MEANINGFUL ROLE IN
CONSUMER’S LIFE
BRANDNEEDSAPOSITIONINPEOPLELIFE
BEING
INTERESTING
THEN DIFFERENT
“NOBODY READS ADS. PEOPLE
READ WHAT THEY WANT TO READ
AND SOMETIMES IT’S AN AD”
HOWARD LUCK GOSSAGE
CHALLENGING WISDOM FROM REAL DATA
•  BRANDS DON’T HAVE EXCLUSIVE IMAGE ATTRIBUTES
•  BRANDS DON’T ATTRACT DIFFERENT KINDS OF USERS.
•  PEOPLE DON’T THINK BRANDS ARE UNIQUE OR DIFFERENT
•  PEOPLE DON’T REGARD EVALUATING BRANDS AS VERY IMPORTANT
SOURCE: HOW BRANDS GROW - BYRON SHARP 	
  
	
  
	
  
“We in advertising tend to start with our message and work outward. We are spending
too much time on what we want to say, rather than what people want to hear. Maybe
we should flip the traditional planning process. From message-out planning to audience-
back strategy. Dispense with propositions and focus on more thoroughly understanding
what people are into.”
LAWRENCE GREEN, ‘IN SEARCH OF THE NEW CREATIVE IDEA’, CAMPAIGN 28TH SEPTEMBER 2007
BEING INTERESTING THEN DIFFERENT
TVC ISN’T DEAD
AND INTERNET IS
GOOD FRIEND
(AS LONG AS IT GOOD)
SUCCESS OF BRAND BASED ON HOW
MANY PEOPLE KNOW IT RATHER THAN
BRAND LOYALTY
30S OF MUSIC,
STORY, TALENTS,
CELEBS… IS STILL
THE BEST WAY OF
STORYTELLING TO
THE MASS
THE INTERNET IS CO-
EXISTING WITH, NOT
CANNIBALIZING TV
TVC ISN’T DEAD
DIGITAL
FULFILLS
DEMAND
MORE PEOPLE USE SMARTPHONE
DOES NOT GUARANTEE THEY
WELCOME YOUR ADS
WE SEE DIGITAL
AS A MEDIUM
HE SEES THEM
AS A TOOL
BIGGER IDEAS
RICHER CONTENTS
COOLER TOOLS
BETTER SOLUTIONS
DIGITAL FULFILLS DEMAND
PUBLICITY
STUNTS
GO VIRAL
STUNT
An unusual or difficult feat requiring great skill or
daring; especially: one performed or undertaken
chiefly to gain attention or publicity
STUNTS FEED ON
THE PUBLIC AND
MEDIA’S INSATIABLE
DEMAND FOR THE
NEW AND OFFBEAT
UNEXPECTED
HUMOR
CELEBS
CHALLENGES
SEX
EMOTION
LUCK
& HARD WORKING
PUBLICITY STUNTS GO VIRAL
BRAND
CREATES
NEW MEDIUM
“We are not in the business of supporting
a media industry, we are in the business of
connecting with customers”
TREVOR EDWARDS, VICE PRESIDENT, GLOBAL
BRAND AND CATEGORY MANAGEMENT, NIKE
STOP INTERRUPTING WHAT
PEOPLE ARE INTERESTED IN
BE A PART OF THEIR INTERESTS
AND MAKE IT MORE
CONSUMER > IDEA > CHANNEL
BRAND CREATES NEW MEDIUM
THANK YOU!

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7 new habits of advertising

  • 1. 7 NEW HABITS OF effective advertising RMIT – HCM CAMPUS / 20TH APRIL
  • 3. WHO I AM HO CONG HOAI PHUONG •  Mechatronics engineer based Advertising planner •  Master of marketing- Solvay Business School •  7 years of experience (BP, LOWE, Dentsu network…) •  My Client: ASUS, Honda, Vinamilk, Kinh Đô, Sapporo, Toshiba, Abbott, Gấu Đỏ, Vietnamobile, Romano… •  I love football, playing with my son and advertising
  • 4. WHAT I DO FOR LIVING STRATEGIC PLANNING MANAGER @ DENTSU ALPHA •  Understand what is really going on outside my office (brand, people, culture…) •  Identify the fundamental problem/opportunity to liberate my clients potential •  Stimulate, encourage & inspire my creative colleagues to make better and more effective creative solutions
  • 5. WHY I AM HERE I LOVE TO SHARE •  I do •  I think •  Then I share
  • 6. WHAT IS EFFECTIVENESS IN ADVERTISING? DEFINED PROBLEM WAS SOLVED BUT BEFORE THIS, IT HAS TO BE WATCHED, HEARD, READ, INTERACTED, PARTICIPATED…
  • 7. YOU WANTS THEIR ATTENTION. ME TOO! More ads can be transmitted to a consumer than the consumer can process, the consumer's attention becomes the scarce resource to be allocated.
  • 11. TODAY, FIRST STEP OF EFFECTIVENESS IS TARGET AUDIENCE’S ATTENTION
  • 12. MEDIA CHALLENGE •  People attention is scared •  More and more things are interesting than our works •  Consumer’s media is fragmented •  People can control their media and use them the way they want
  • 13. THE INDUSTRY BIGGEST ENEMY IS EVERYTHING. FROM MOVIE, POP STARS, NEW PHOTO SHOOTING TREND, PSY TO SMALL FACEBOOK STATUS
  • 14. 7 HABITS OF EFFECTIVE ADVERTISING TO GET PEOPLE ATTENTION 1.  We create a movement, not an ad 2.  Brand needs a position in people life 3.  Being interesting then different 4.  TVC isn’t dead and internet is good friend 5.  Digital fulfills demand 6.  Publicity stunts go viral 7.  Brand creates new medium
  • 16. COMPARE WITH HUMAN RELATIONSHIPS, BRAND RELATIONSHIPS ARE THIN
  • 17. INSTEAD OF BEING ABOUT PERSUADING PEOPLE TO BELIEVE SOMETHING, IT IS ABOUT UNDERSTANDING & TAPPING INTO WHAT THEY ALREADY BELIEVE
  • 18. I BELIEVE NOWADAYS PERSONAL SUCCESS IS A CONSTANT JOURNEY OF PROGRESS, NOT A DESTINATION
  • 19. WE CREATE A MOVEMENT. NOT AN AD
  • 20. BRAND NEEDS A POSITION IN PEOPLE LIFE (NOT POSITIONING)
  • 21. RIES AND TROUT WERE WRONG MOTHER DIDN’T CARE MUCH ABOUT THE WORLD OF “CLEAN” OR “WHITE”
  • 22. “The brand idea is based on the belief that when kids are developing and learning they will sometimes get dirty, and some parents worry about this. DIG can free mothers from the worry by taking care of the dirt. In other words; the dirt goes, but the learning stay” Rohit Jawa, Regional Category Vice President – Laundry, represents South Asia and Southeast Asia on the DIG Global Brand Team
  • 23. MORE THAN A MESSAGE OR PROMISE, BRAND SHOULD DO AND PLAY A MEANINGFUL ROLE IN CONSUMER’S LIFE
  • 26. “NOBODY READS ADS. PEOPLE READ WHAT THEY WANT TO READ AND SOMETIMES IT’S AN AD” HOWARD LUCK GOSSAGE
  • 27. CHALLENGING WISDOM FROM REAL DATA •  BRANDS DON’T HAVE EXCLUSIVE IMAGE ATTRIBUTES •  BRANDS DON’T ATTRACT DIFFERENT KINDS OF USERS. •  PEOPLE DON’T THINK BRANDS ARE UNIQUE OR DIFFERENT •  PEOPLE DON’T REGARD EVALUATING BRANDS AS VERY IMPORTANT SOURCE: HOW BRANDS GROW - BYRON SHARP      
  • 28. “We in advertising tend to start with our message and work outward. We are spending too much time on what we want to say, rather than what people want to hear. Maybe we should flip the traditional planning process. From message-out planning to audience- back strategy. Dispense with propositions and focus on more thoroughly understanding what people are into.” LAWRENCE GREEN, ‘IN SEARCH OF THE NEW CREATIVE IDEA’, CAMPAIGN 28TH SEPTEMBER 2007
  • 30. TVC ISN’T DEAD AND INTERNET IS GOOD FRIEND (AS LONG AS IT GOOD)
  • 31. SUCCESS OF BRAND BASED ON HOW MANY PEOPLE KNOW IT RATHER THAN BRAND LOYALTY
  • 32. 30S OF MUSIC, STORY, TALENTS, CELEBS… IS STILL THE BEST WAY OF STORYTELLING TO THE MASS
  • 33. THE INTERNET IS CO- EXISTING WITH, NOT CANNIBALIZING TV
  • 36. MORE PEOPLE USE SMARTPHONE DOES NOT GUARANTEE THEY WELCOME YOUR ADS
  • 37. WE SEE DIGITAL AS A MEDIUM HE SEES THEM AS A TOOL
  • 38. BIGGER IDEAS RICHER CONTENTS COOLER TOOLS BETTER SOLUTIONS
  • 41. STUNT An unusual or difficult feat requiring great skill or daring; especially: one performed or undertaken chiefly to gain attention or publicity
  • 42. STUNTS FEED ON THE PUBLIC AND MEDIA’S INSATIABLE DEMAND FOR THE NEW AND OFFBEAT
  • 46. “We are not in the business of supporting a media industry, we are in the business of connecting with customers” TREVOR EDWARDS, VICE PRESIDENT, GLOBAL BRAND AND CATEGORY MANAGEMENT, NIKE
  • 47. STOP INTERRUPTING WHAT PEOPLE ARE INTERESTED IN BE A PART OF THEIR INTERESTS AND MAKE IT MORE
  • 48. CONSUMER > IDEA > CHANNEL