how do you strike a winning agency model? ad:tech asean presentation

co-presented by

DANE LIM Deputy Director, Marketing & CommunicationsSingapore Economic Development Board

How do you strike a winning agency model?

GOH SHUFENPrincipal & Co-FounderR3 Worldwide

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The next 30 minutes

• How digital has changed the way clients and agencies work

• Agency model options out there

• How EDB decided on its agency model with R3’s help

• EDB’s successful case study

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Watch video: http://www.youtube.com/watch?v=fmE4NU4ljUg

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Watch video: http://www.youtube.com/watch?v=sr_EtMhM3fg

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Differing and overlapping agency

models and roles

5

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Agency models out there

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LEAD AGENCY

MULTIPLEBEST-IN-CLASS

HOLDING COMPANY

(SIBLING AGENCIES)

HOLDING COMPANY

(CUSTOM AGENCIES)

7

FREE AGENT

ONE-STOP SHOP

Commonly used by discipline

BRANDING

CREATIVE

MEDIA

RESEARCH QUANT.

CRM - PLATFORM

DIGITAL

RESEARCH QUAL.

CRM – PROGRAM

SHOPPER

MULTI-DISCIPLINARY

DIGITAL SUB-DISCIPLINE

(EG. SOCIAL / WOM)

MULTI-DISCIPLINAR

Y

Trending agency models

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80%+ of marketers still expect their Ad Agency to lead the advertising process. Agencies need to invest in the best senior strategy, account and creative talent in the main agency to lead marketing planning

“One stop service providers from

creative conceptualization to digital to on-ground activation ideas.”

Creative agency is the

preferred lead

8

What Marketers Say

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Four years ago, P&G was spending more than US$1b in agency fees across 2,500 agencies.Most of those agencies were also investing in Strategic Planning and there was a lot of duplication

9

Brand Agency Leader Model by P&G

OLD MODEL BAL MODEL

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A bespoke option with a difference

Add Coke Lounge Video

Watch video: http://www.youtube.com/watch?v=GyZaASQAuEI

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I don’t have an answer for you!

Specialist Digital Agency or Integrated?

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Unfortunately, there isn’t a ‘magic model’ to

follow

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What is your internal organization structure

like?

• What are your business objectives?

• What are your marketing priorities?

• Do you have generalists or specialists in your team?

• Is your marketing team divided into Brand/Digital/Corp Comm or is it integrated?

• Is your marketing team equipped to handle a roster of agencies?

• What are your existing digital activities and assets?

• How much % of your budget is moving towards digital?

• How digital savvy are your marketing teams?

• Who manages your social media presence and communications?

BUSINESS

DIGITAL

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the agency considerations

• What is your existing agency model?

• Is it working for you? If not, what are the gaps?

• Is your current agency equipped to manage your growing digital needs?

• Is your agency still competitive in the key markets

• What are you looking for in a digital agency- strategic support? Tactical implementation? Community Management? Search capabilities?

• Do you have the digital talent you need on your team?

And then look outside…

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Today marketing needs to happen in a digital world as opposed to digital

marketing.

1. Business solutions needed a media neutral approach

2. Provided higher chance of receiving 4Cs ideas (Creativity, Content, Context, Conversation)

3. Opportunity for better integration and collaboration

4. Roles and responsibilities between agencies were clear with limited avenues to ‘land grab’

5. Eliminated duplicate agency resources and thus more efficient agency fee

Reasons EDB chose an Integrated Agency Model

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The Singapore Economic Development Board

creates sustainable economic growthwith vibrant business and good job opportunities for Singapore & Singaporeans

&Larry’s “Casting a Global Light” Installation at EDB’s Head Office

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Official Opening of Lucasfilm Singapore's Sandcrawler Building16 Jan 2014

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48 peopleEDB and Agencies

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20Nationalities

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24Youngest

50’sMost Experienced

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27EDB Average

(excludes this presenter)

40Agencies Average

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“Think” Horizontal,“Act” Vertical

Tip no.1:

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Its all about the culture!

Tip no.2:

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Make it 24/7Tip no.3:

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The USA Challenge for EDB

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Watch video: http://www.youtube.com/watch?v=LlDu4iYLSPQ

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300,000 unique video views

41,034 clickthroughs 13.65% click through rate

4,645 video hrs watched

713 websites reached

Organic social shares804

Social interactions25,286

58 sec average view time

2.3 million impressions4.2 times b2b benchmarks

487% Twitter growth

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THANK YOU