copernica dm summit 2012 - the future of agencies: keynote jonathan macdonald
Post on 14-Jul-2015
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Unlocking Digital Agency Growth Opportunities Jonathan MacDonald
@jmacdonald
1 prediction
3 trends
3 realities
2 primary opportunities
6 action steps
1 prediction
3 trends
3 realities
2 primary opportunities
6 action steps
change is the only thing we can predict
today is the slowest rate of change we’ll ever experience
the most adaptive to change will be the most successful
1 prediction
3 trends
3 realities
2 primary opportunities
6 action steps
1/3. consumerisation of technology
2/3. virtualisation of physical
3/3. socialisation of industry
1 prediction
3 trends
3 realities
2 primary opportunities
6 action steps
1/3. low entry point to market
2/3. digital is becoming mainstream
3/3. media is still about paid or owned
1 prediction
3 trends
3 realities
2 primary opportunities
6 action steps
1/2. involvement diversification
social capitalism: marketing in a socially acceptable way
2/2. revenue diversification
1 prediction
3 trends
3 realities
2 primary opportunities
6 action steps
1/6. identify & gain support from the most senior stakeholder you can
1/6. identify & gain support from the most senior stakeholder you can
2/6. filter & gather small teams of people with will, regardless of skill
1/6. identify & gain support from the most senior stakeholder you can
2/6. filter & gather small teams of people with will, regardless of skill
3/6. explore without restriction of legacy, what could be possible
1/6. identify & gain support from the most senior stakeholder you can
2/6. filter & gather small teams of people with will, regardless of skill
3/6. explore without restriction of legacy, what could be possible
4/6. find a brave client who is brave enough to test & learn with you
1/6. identify & gain support from the most senior stakeholder you can
2/6. filter & gather small teams of people with will, regardless of skill
3/6. explore without restriction of legacy, what could be possible
4/6. find a brave client who is brave enough to test & learn with you
5/6. initiate small flexible projects without promise or expectation
1/6. identify & gain support from the most senior stakeholder you can
2/6. filter & gather small teams of people with will, regardless of skill
3/6. explore without restriction of legacy, what could be possible
4/6. find a brave client who is brave enough to test & learn with you
5/6. initiate small flexible projects without promise or expectation
6/6. learn from all outcomes, resist the term ‘failure’, repeat from 1
“when the winds of change blow, some seek shelter, others build windmills”
jonathan@thisfluidworld.com
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