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์ฝ˜ํ…์ธ ๋กœ ๊ฑด๋„ˆ๋›ฐ๊ธฐ

[์†Œํ†ต๊ณผ ์ „๋ง] #2. ๊ธฐ์ˆ ํ˜์‹ ๊ณผ ์ผ์ƒ์˜ ๋ณ€ํ™”, ๊ทธ๋ฆฌ๊ณ  ๋ธŒ๋žœ๋“œ์™€์˜ ๊ด€๊ณ„ – Leo Burnett

Leo Burnett์ด ์ง€๋‚œ ํ•ด 10์›”์— SlideShare์— ๊ณต์œ ํ•œ โ€œThe Future of Advertising: How brands can embrace miraculous new technologies to change our daily livesโ€œ๋ผ๋Š” ์ž๋ฃŒ๊ฐ€ ์ƒˆ์‚ผ ๋ˆˆ์— ๋“ค์–ด์™€ ์ฐฌ์ฐฌํžˆ ์‚ดํŽด๋ดค์Šต๋‹ˆ๋‹ค.

 

Leo Burnett์€ ๊ธฐ์ˆ ์ด ๋ณ€ํ™”์‹œํ‚ค๋Š” ์ผ์ƒ์„ 3๊ฐ€์ง€ ์ƒํ™ฉ์„ ์ƒ์ƒํ•˜์—ฌ ์šฐ๋ฆฌ๊ฐ€ ๊ฒฝํ—˜ํ•˜๊ฒŒ ๋  ์ƒˆ๋กœ์šด ์ƒํ™œ์ƒ์„ ์ž…์ฒด์ ์œผ๋กœ ๋ณด์—ฌ์ฃผ๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.

1. Leo Burnett and Contagious: Wildfire / Full of Tomorrow โ€“ Scenario 1 :: Haptic Experiences

2. Leo Burnett and Contagious: Wildfire / Full of Tomorrow โ€“ Scenario 2 :: ย Smart Health

3. Leo Burnett and Contagious: Wildfire / Full of Tomorrow โ€“ Scenario 3 :: Human Body as Interface


์ƒ์ƒ์œผ๋กœ ๊ทธ๋ ค์ง„ ๋ฏธ๋ž˜์˜ ๋ชจ์Šต์€ ๋Œ€๋ถ€๋ถ„ ํ˜„์žฌ์˜ ๊ธฐ์ˆ ์—์„œ ์ถฉ๋ถ„ํžˆ ๊ฐ€๋Šฅํ•  ๋ฒ•ํ•œ ๊ฒฝํ—˜๋“ค์ž…๋‹ˆ๋‹ค๋งŒ, ์–ด๋–ค ๊ฒƒ๋“ค์€ ์˜ํ™” ์†์—์„œ๋‚˜ ๋ณผ๋“ฏํ•œ ๋จผ ๋ฏธ๋ž˜์˜ ์ผ๋“ค์ผ ๊ฒƒ ๊ฐ™๊ธฐ๋„ ํ•ฉ๋‹ˆ๋‹ค. ๊ทธ์ € ์ฆ๊ฑฐ์šด ์ƒ์ƒ์œผ๋กœ ๋‚จ๊ฒจ๋‘”๋‹ค๋ฉด ๋ฌด์–ธ๋“ค ์–˜๊ธฐ ๋ชปํ• ๊นŒ ๋ด…๋‹ˆ๋‹ค๋งŒ, ์ด ์˜์ƒ๋“ค์€ ๊ธฐ์ˆ ์˜ ๋ณ€ํ™”๋ฅผ ์ˆ˜์šฉํ•˜์—ฌ ์ƒˆ๋กœ์šด ๊ฒฝํ—˜๊ณผ ๊ฐ€์น˜๋ฅผ ๋งŒ๋“ค์–ด๋‚ด๋Š” ๋ธŒ๋žœ๋“œ๋“ค์˜ โ€˜๋ฏธ๋ž˜๊ฒฝ์Ÿโ€™์„ ์—ฟ๋ณด๊ฒŒ ํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.

Leo Burnett์˜ โ€œ๋ฏธ๋ž˜์˜ ๊ด‘๊ณ (The Future of Advertising)โ€๋ฅผ ์ œ๊ฐ€ ์ดํ•ดํ•œ ๋ฐฉ์‹์œผ๋กœ ์š”์•ฝํ•˜๋ฉด ์ด๋ ‡์Šต๋‹ˆ๋‹ค.

๋ธŒ๋žœ๋“œ๋Š” ์ด์ œ โ€˜๋งˆ์ผ€ํŒ…โ€™์ด๋ผ๋Š” ํ‹€์—์„œ ๋ฒ—์–ด๋‚˜, ์ข€ ๋” โ€˜์ด์ฒด์ ์ธ ๊ฒฝํ—˜โ€™์— ๋‹ค๊ฐ€๊ฐ€๋Š” ๋ฐฉ์‹์œผ๋กœ ์ง„ํ™”ํ•˜๊ณ  ์žˆ์œผ๋ฉฐ, ๊ทธ ๊ฒฝํ—˜ ๊ณผ์ •์— ์ฐธ์—ฌํ•˜์—ฌ โ€˜๊ณ ์œ ํ•œ ๊ฐ€์น˜โ€™๋ฅผ ์ œ๊ณตํ•จ์œผ๋กœ์จ ์†Œ๋น„์ž์˜ ์„ ํƒ์„ ๋ฐ›๋Š” ๋ฐฉ์‹์œผ๋กœ ๊ฒฝ์Ÿํ•˜๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ทธ๋ ‡๊ธฐ์— ๋ธŒ๋žœ๋“œ๋Š” ์ข€ ๋” โ€œ์„œ๋น„์Šค ๋””์ž์ธ(Service Design)โ€์— ๊ฐ€๊น๊ฒŒ ๋  ๊ฒƒ์ด๊ณ , ๋ธŒ๋žœ๋“œ๊ฐ€ ๊ด€์—ฌํ•˜๋Š” ์ ‘์ ์— ํ•ด๋‹นํ•˜๋Š” ๊ฐ์ข… ๊ธฐ๊ธฐ์™€ ์„ผ์„œ, ๋””์Šคํ”Œ๋ ˆ์ด์™€ ์ƒํ˜ธ์ž‘์šฉ ์ฒด๊ณ„ ๋“ฑ์€ โ€˜๊ณ ์œ ์˜ ์‹๋ณ„๊ฐ’(IP Address ?)โ€™์„ ๋ถ€์—ฌ๋ฐ›๊ณ , ์‹ค์‹œ๊ฐ„์œผ๋กœ 24์‹œ๊ฐ„ ๋‚ด๋‚ด ์ •๋ณด์™€ ๋ฐ์ดํ„ฐ๋ฅผ ๊ตํ™˜ํ•˜๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฒฐ๊ตญ ๋ธŒ๋žœ๋“œ๋Š” โ€œ๊ณต๊ฐ๊ณผ ์†Œํ†ต์„ ์ง€ํ–ฅํ•˜๋Š” ํ™˜๊ฒฝ(Empathetic Ecosystem)โ€์„ ์ฐฝ์ถœํ•˜๊ฒŒ ๋œ๋‹ค๋Š” ๊ฒƒ์ด์ฃ .

๊ทธ๋“ค์€ ์ด๋Ÿฐ ์งˆ๋ฌธ์„ ๋˜์ง‘๋‹ˆ๋‹ค.

๋ธŒ๋žœ๋“œ๋Š” ์‚ฌ๋žŒ๋“ค๊ณผ ์ƒˆ๋กœ์šด ๊ธฐ์ˆ  ์‚ฌ์ด์—์„œ โ€œ์—ฐ๊ฒฐ ์กฐ์ง(connective tissue)โ€์ด ๋  ์ˆ˜ ์žˆ์„๊นŒ? (Can brands be the connective tissue between new technology and real people?)

๊ธฐ์ˆ ์˜ ๋ณ€ํ™” ์–‘์ƒ์€ ์†๋„์™€ ๋ฐฉํ–ฅ์„ ๊ฐ€๋Š ํ•œ๋‹ค๋Š” ๊ฒƒ์ด ๋ถˆ๊ฐ€๋Šฅํ•  ์ •๋„์ž…๋‹ˆ๋‹ค. ํ•˜์ง€๋งŒ ๊ทธ ๋„๋„ํ•œ ๋ณ€ํ™”์˜ ์ค„๊ธฐ๊ฐ€ ๋งŒ๋“œ๋Š” ์ปค๋‹ค๋ž€ ๊ทธ๋ฆผ์€ ๋Œ€์ฒด๋กœ ์ผ์ •ํ•œ ๋ฐฉํ–ฅ์„ฑ์„ ๊ฐ–๊ณ  ์žˆ์œผ๋ฉฐ, ์šฐ๋ฆฌ์—๊ฒŒ ์ƒ๊ฐํ•˜๋Š” ๋ฒ•, ์ผํ•˜๋Š” ๋ฒ•, ์‚ฌ๋žŒ๊ณผ์˜ ๊ด€๊ณ„๋ฅผ ๋งบ๋Š” ๋ฒ•, ์‚ฌํšŒ ์ œ๋„์™€ ์ฒด๊ณ„๋ฅผ ์œ ์ง€ํ•˜๋Š” ๋ฒ•์— ์žˆ์–ด์„œ ๊ทผ๋ณธ์ ์ธ ๋ณ€ํ™”๋ฅผ ์š”๊ตฌํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค. ํ•˜์ง€๋งŒ ์–ธ์ œ๋‚˜ ๊ทธ๋žฌ๋“ฏ์ด ๊ธฐ์ˆ  ๊ทธ ์ž์ฒด๊ฐ€ ์ค‘์š”ํ•œ ๊ฒƒ์ด ์•„๋‹ˆ๋ผ, ๊ทธ ๊ธฐ์ˆ ์ด ๋งŒ๋“ค์–ด ๋‚ธ ๋ณ€ํ™”์˜ ์˜๋ฏธ๋ฅผ ๋ฐ”๋ฅด๊ฒŒ, ์ •ํ™•ํ•˜๊ฒŒ ์ดํ•ดํ•˜๋Š” ๊ฒƒ์ด ๋ฌด์—‡๋ณด๋‹ค ์ค‘์š”ํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค.