‘Advertising Transformed: The New Rules for the Digital Age’ is based on a selection of recent scientific studies and illustrated with successful advertising campaigns. The book seeks to offer strategic answers to questions that marketers and managers have about the effectiveness of advertising in the digital age. It is designed to open up debate and stimulate reflection.
Therefore it is also possible to go into the subject more deeply with Fons Van Dyck personally. On the basis of a 1-day interactive workshop, you – as marketer or manager – can discuss desired specific subjects and chapters together in detail.
What’s included in the workshop? The workshop is built up entirely according to your needs as a marketer or manager. The introductory part of ‘Advertising Transformed: The New Rules for the Digital Age’ always forms part of the workshop, but then 1 or 2 chapters can be dealt with in depth depending on your questions.
In other words, you choose what you’d like to work on further for your company or brand, or you indicate what questions you’d like to get strategic answers to from Fons Van Dyck. Nor do you have to do this alone: you can select up to 10 participants, people coming from the various departments of your company (marketing communication, but also sales, purchasing, etc.).
How does it work? Four weeks before the workshop is held, the book ‘Advertising Transformed: The New Rules for the Digital Age’ is provided to you and all of the workshop participants. The intention is for all participants to have read at least the introduction and the conclusion, as well as the 1 or 2 chapters that you select for more detailed discussion and that will serve as the focus during the workshop.
These are the 10 chapters [l1] of ‘Advertising Transformed: The New Rules for the Digital Age’
1. What is effective advertising?
2. The advertising ecosystem
3. Creativity is king
4. Consumers as advertising creatives
5. USP or ESP?
6. Global or local?
7. Conscience or cash?
8. Old or new?
9. Advertising and ROI
10. The new capitalism
Then all participants will work through – either individually or in a group – the assignments under “Inspiration for practice” at the end of the 1 or 2 chosen chapters, from the position of your company or brand.
In addition, each participant should also individually formulate several specific questions about the chosen chapters and specific topics. These questions will constitute the bridge between the subjects dealt with in the book and the specific problems or questions relating to your company or brand. One week before the workshop, all of the participants’ questions should be assembled and sent to Think BBDO ( ). They will then be addressed during the workshop with Fons Van Dyck.
Other ways of structuring the workshop are also possible, however.