agency disruption and evolving new business models
Post on 23-Jan-2015
837 Views
Preview:
DESCRIPTION
TRANSCRIPT
THE MAIN 1
August 22th – 24th, 2012
JWT HYPER ISLAND MC BE IN THE DRIVER SEAT!
THE MAIN 2
‣ TO DISCUSS THE CLIENT-SPECIFIC CHALLENGES WE‘RE FACING REGARDING DIGITAL CHANGE. ‣ TO LEARN FROM EARLY ADOPTERS WITHIN THE AD INDUSTRY.
THIS SESSION‘S OBJECTIVES
THE MAIN 3
‣ WHAT‘S YOUR MOST CRITICAL DIGITAL WEAK SPOT?
THINK ABOUT THIS...
THE MAIN 4
THE RED THREAD IN THIS PRESENTATION.
THOUGHT I RAPID INNOVATION INCREASES COMPLEXITY
THOUGHT II THE ACTUAL NUMBER OF MISTAKES GROW.
THOUGHT III MISTAKES BECOME MORE VISIBLE.
THOUGHT IV YOUR CLIENTS CHANGE YOU.
THOUGHT V YOUR SELF-CONCEPT MUST BE RETHOUGHT.
THE MAIN 5
MISTAKES BECOME MORE VISIBLE
THE MAIN 6
TECHNOLOGICAL DESASTER. SOCIAL MEDIA SHITSTORMS HURT BRAND IMAGE.
THE MAIN 7
‣ ... ODER VIELLEICHT DOCH? ‣ LAUNCHED TO KILL – THE VERY EXPENSIVE INVISIBILITY COUP
‣ IT‘S NOT A PROBLEM TO BE STUPID, WE ALL ARE. LET‘S ADMIT IT!
LACK OF KNOW- HOW DESTROYS VISIBILITY.
THE MAIN 8
VAPIANO
‣ 150.000 UNIQUE WEBSITE USERS PER MONTH, STILL NO SOPHISTICATED WEB ANALYTICS.
THE MAIN 9
‣ DIGITALIZATION MEANS MEASURABILITY. OF EVERYTHING. WE CAN‘T HIDE ANYMORE.
THE MAIN 10
AWARENESS ACTIVE CONSIDERATION
PURCHASE CONSUMPTION RELATIONSHIP BUILDING
ADVOCACY
NET-REACH
GRP
OTS
COST PER CLICK
SENTIMENT RATIO
REVIEWS
TOTAL SALES
COST PER ORDER FANS & FOLLOWERS
CLICK-RATES
INTERACTION RATE
IMPRESSIONS
SUBSCRIBERS/LEADS
BUZZRANK
Advertising and sales are more and more directly connected.
KPI‘S ALONG THE CONSUMER PATHWAY.
INVOLVEMENT
THE MAIN 11
‣ OUR CLIENTS ARE GETTING NERVOUS. SOME OF THEM ARE EVEN SCARED. ‣ CLIENT #1 – I HAVE EVERYTHING UNDER CONTROL, I DON‘T MAKE MISTAKES. MY AGENCY DOES.
‣ CLIENT #2 – I KNOW THAT I DON‘T KNOW NOTHING. HELP ME THROUGH THESE TIMES.
SLEEPING BEAUTY WAKING UP.
THE MAIN 12
OUR CLIENT‘S EXPECTATION.
THE MAIN 13
CHANGE STARTS WITH THE CLIENT BRIEF.
THE MAIN 14
IMPROVE BRAND IMAGE
WORD-OF-MOUTH
MEDIA RECOMMEN-
DATION
INCREASE SALES BY 15%
DRIVE TRAFFIC TO WEBSITE
15.000 NEWSLETTER SUBSCRIBERS
DIGITAL PLATFORM
ENCOURAGE POSITIVE PRODUCT REVIEWS
DEVELOP MOBILE APP
DEVELOP ENGAGING CONTENT
ENLARGE FACEBOOK
COMMUNITY
CREATE BRAND
AWARENESS
CONSUMER DECISION JOURNEY
DEVELOP BRAND
PLATFORM
360°
REDUCE COST PER ORDER BY
10%
‣ THE CLIENT BRIEFS BECOME MORE COMPLEX. ‣ NEW KPI`S, NEW SCORECARDS, AND NEW TASKS WILL CHANGE YOUR PRODUCT!
THE MAIN 15
DEVELOP 360° BRAND COMMUNICATION
PLATFORM
‣ We need to constantly learn and hire new competencies.
‣ We need to share budgets.
‣ We earn less than we did before.
THE BRIEFING‘S CONSEQUENCES.
DELIVER COMMUNICATION
STRATEGY BASED ON CONSUMER JOURNEY
ACHIEVE USER INVOLVEMENT WITH
ENGAGING CONTENT
REDUCE COST PER ORDER AND
INCREASE SALES
‣ We have to become better at understanding the on- & offline consumer.
‣ We have more work with planning and consulting.
‣ We have to know what‘s engaging.
‣ We have to become entertainers rather than advertisers.
‣ We‘ll produce and curate content.
‣ We need to think about buying decisions, mechanics and business solutions.
THE MAIN 16
BE IN THE DRIVER SEAT.
THE MAIN 17
# ONE THE SELF-CONCEPT
THE MAIN 18
AKQA IS OFFERING SOCIAL IDEAS. WHAT ARE YOU DOING?
‣ From 2001 – 2003 AKQA has changed from a rather strictly digitial practitioner to an all-round „ideas-led“ agency.
THE MAIN 19
AKQA IS FOCUSING ON SOCIAL IDEAS.
AKQA‘S CORE SIX STRENGTHS MODEL.
THE MAIN 20
WHAT IS YOUR BUSINESS MODEL?
‣ The agency does not sell time or keep timesheets, but instead bills on the value of the output, not the cost of the input.
ANOMALY IP We believe in the power and value of ideas, consequently we develop, incubate, invest in and curate new ideas, products and properties.
THE MAIN 21
RG/A – THE AGENCY FOR THE DIGITAL AGE.
‣ Full Service Digital Agency integrating Planning, Media, Artwork and Technology ‣ Combining platform development, marketing solutions and campaigns ‣ New Services: Consulting, Product Innovation, Branded Entertainment
“Here, we’re trying to look at a more integrated model for how new products and services can work more closely together through technology.”
THE MAIN 22
WHAT IS YOUR SELF-CONCEPT?
WHAT SERVICES WILL YOU OFFER ALONG DIGITAL MEDIA?
DIGITAL STRATEGY
IDEA DEVELOPMENT
CONTENT / RICH MEDIA
INTERACTIVE DESIGN
TECHNOLOGY / CODING
ANALYTICS
MEDIA
NE
W M
ED
IA S
PE
CTR
UM
Bought Media Display Ads SEM Online PR
Owned Media Earned Media Platforms Multscreen Social Media eCommerce Cooperations CRM
?
THE MAIN 23
# TWO ORGANIZATIONAL CULTURE AND STRUCTURE
THE MAIN 24
BBH INNOVATION LABS Marketing Skunkworks – new models around technology, entertainment and brands.
Labs is BBH‘s global innovation unit. We‘re tasked with pioneering new outputs and approaches: exploring emerging platforms and behaviours on behalf of brands, and developing new agency models along the way. Our overall ambition is to find ways in which marketing innovation can be a powerful force for good (more engaging, more sustainable, more exciting). We‘re particularly interestested in:
‣ Innovative new forms of creativity ‣ Novel approaches that are rapid,
iterative & curatorial ‣ The mashup of thinking from radically
different sources & industries ‣ Sustainable marketing at scale ‣ Co-creation and mass collaboration
‣ Social ideas and how they propagate ‣ Marketing as product or service ‣ AI
THE MAIN 25
RG/A ORGANIZATIONAL STRUCTURE.
THE MAIN 26
A CULTURE OF INNOVATION FOSTERS INNOVATION.
WHAT‘S GOING TO HAPPEN TO FULL SERVICE?
Full Service Is it still
possible?
Speciali-zation
Quality Freelance
Pool
Preferred Partner B
Cross Discipline
Expert B
Expert A
Preferred Partner A
Strong Nukleus +
THE MAIN 27
DROGA 5 AND PARTNERSHIP.
THE MAIN 28
# THREE WORKFLOW
THE MAIN 29
A CULTURE OF INNOVATION FOSTERS INNOVATION.
THINK CREATIVE PLATFORMS AND CAMPAIGNS?
THE MAIN 30
DO WE NEED TO ADJUST LINEAR PROCESSES?
Optimized process “Integrated campaign”
Brief
Planning insights Media insights Channel interplay Strategic routes
Rebrief
Strategic routes Nuggets
Creative brief (cross channel)
Media independent core idea
Production
Finetuning of activities
Core idea ready
Client presentation
Final approval
Idea development Off- and online
New process “Creative Platforms”
Brief
Planning insights Strategic routes Consumer pathway Channel planning Communication strategy
Rebrief
Strategic Routes Marketing / Business Solutions
Creative Brief (cross channel)
Development of an Integrated marketing concept
Production Marketing concept ready
Idea development Online / offline Media Mix Activity planning
Client presentation
Finetuning of activities
Final approval
THE MAIN 31
AKQA WORKFLOW
THE MAIN 32
AGILE CREATIVITY.
THE MAIN 33
A CULTURE OF INNOVATION FOSTERS INNOVATION.
AGILE PROJECT MANAGEMENT: SCRUM.
THE MAIN 34
# FOUR HUMAN RESOURCES
THE MAIN 35
WILL HIRING THE BEST BRAINS SOLVE ALL OUR PROBLEMS AT ONCE?
“With the appointments of Jeff Benjamin and Mike Geiger, JWT solidifies its position as the only agency that can deliver creativity and execution at the intersection of Silicon Alley, Madison Avenue
and Hollywood.”
THE MAIN 36
‣ HR PEOPLE WILL HAVE TO ADD SALES SKILLS TO HIRE AND KEEP PEOPLE. ‣ PERMANENT TRAINING (ALSO HR).
‣ BUILD HIGH QUALITY NETWORKS WITH PREFERRED PARTNERS AND FREELANCERS.
‣ MORE SOPHISTICATED AND AD HOC KNOWLEDGE / PEOPLE SOURCING / SOCIAL RECRUITING
IT‘S A WAR FOR TALENT!
THE MAIN 37
LET‘S DO SOME GROUP WORK!
THE MAIN 38
DISCUSS THESE QUESTIONS IN YOUR GROUPS FOR 30 MINUTES.
FOUR IMPORTANT AREAS FOR CHANGE.
The Self-Concept ‣ What‘s your (digital) vision for JWT? ‣ What‘s your product in the future? ‣ What can you do to bring it to life? ‣ What are the cash cows you have to secure?
Organizational Culture & Structure ‣ How you can you establish a culture fostering
innovation? ‣ What structure would help you improve your
worklife?
Workflow ‣ How do you need to improve your way of working
to develop creative digital platform solutions? ‣ Any other innovative ideas to approach your
workflow?
Human Resources ‣ What people / competencies do we need? ‣ What can we do to educate our people? ‣ How can we integrate people, who think outside of
the box?
Document your group discussion on Google Docs! Here‘s the link: http://bit.ly/jwt_change6
THE MAIN 39
THE MAIN GMBH Hannes Ley Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 ley@themain.de
Thanks for listening!
top related