7 THOUGHTS ON THE

AGENCY OF THE FUTURE

#POSSIBLESTREAM Submission, August 2014. By @CharlieQuirk

“IF YOU DON’T LIKE CHANGE, YOU’LL LIKE IRRELEVANCE EVEN LESS.” - Tom Peters

THE AGENCY OF THE FUTURE WILL BE…

1. OPEN

“NOT EVERYONE CAN BE A GREAT ARTIST… BUT A GREAT ARTIST CAN COME FROM ANYWHERE.” Anton Ego, PIXAR’S Ratatouille.

.

THE DEMOCRATIZATION OF CREATIVITY IS ALREADY HERE.

THE DEMOCRATIZATION OF CREATIVITY IS ALREADY HERE.

PRODUCTION INNOVATION

COUNT THE INDUSTRIES… DESIGN ADVERTISING PRODUCTION PHILANTHROPY HOSPITALITY FILM FUNDRAISING INNOVATION EVEN…

PRODUCTION INNOVATION

POTATO SALAD

July 2014 KICKSTARTER Project by Zack Danger Brown. $55,492 raised by 2085 backers on initial goal of $10.

“The spread of cheap and widely available creative tools is sad for people in the advertising business the same way that movable type was sad for scribes -– the loss from this kind of change is real but limited and is accompanied by a generally beneficial social change.” – Clay Shirky

2. LEAN

> OUTCOMES OVERHEADS

AGENCIES WILL BECOME MORE LIKE MOVIE STUDIOS.

AGENCIES WILL BECOME MORE LIKE MOVIE STUDIOS. ASSEMBLING TALENT AND FUNDING ON AN “AS NEEDS” BASIS.

3. NICHE

PEOPLE PAY A PREMIUM FOR SPECIALISTS.

4. PREDICTIVE

predictability THE DICE ROLL IS DEAD.

CLIENTS DEMAND A HIGHER BURDEN OF PROOF.

“WILL THIS EVEN WORK BRO?”

YOU CAN HAVE EXCUSES OR RESULTS, NOT BOTH.

5. PRINCIPLED

Cone Communications Echo Global CSR Report: 10,287 Consumers, 10 Countries. http://www.conecomm.com/2013-global-csr-study-release

6. ORCHESTRAL

SAVVY

OLD MEDIA LANDSCAPE.

THE NEW CONSUMER REALITY

AGENCIES NEED ORCHESTRAL SAVVY TO ENSURE MEDIA, TECHNOLOGIES, AND VENDORS WORK IN CONCERT.

7. GLOBALLY RELEVANT

THERE ARE NO BOUNDARIES ON THE INTERNET

CONTENT FLOWS ORGANICALLY

HOW CAN AGENCIES TODAY START PREPARING FOR THIS FUTURE? 3 TAKEAWAYS

CLIENTS Become fiendishly prescriptive about the type of clients to do business with.

1.

EXPERTISE Build specificity around capabilities of a specific niche.

2.

TALENT Hire the unique abilities, attitudes and skillsets to service this vision.

3.

THANKS