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• A changing landscape – Consumers

– Media

– Brands

– Creativity

• Industry convergence– Collaborative environment & process

– Convergence of creative & media

– Convergence of digital & traditional

– True business partners

• New agency models

ContentsContents

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RIP4

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Technology has empowered us(http://www.youtube.com/watch?v=hyZRS0BnpAI)

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What’s Changed?What’s Changed?

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Evolution ofConsumers

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Consumer before…

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And now

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Consumers used to watch

Consumers used to watch

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Now they createNow they create

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They take controlThey take control

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They define brandsThey define brands

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They have instant information

They have instant information

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Evolution ofMedia

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They made it – you consumed itThey made it – you consumed it

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Weapons of disruptionWeapons of disruption

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Now we all have on-demand access to

everything.

Now we all have on-demand access to

everything.21

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And there’s user generated

media.

And there’s user generated

media.

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Evolution ofBrands

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Not anymore

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By talking with consumers &

doing things with and for people.

By talking with consumers &

doing things with and for people.

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Engage with social

media

Engage with social

media

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Empower peopleEmpower people

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Create utilitiesCreate utilities

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Give them easy

access

Give them easy

access

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Evolution ofCreativity

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Agencies used to dominateAgencies used to dominate

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The old creativesThe old creatives39

Technology has democratized creativity.Technology has democratized creativity.

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And brands are taping into new

sources for fresher, cheaper creative.

And brands are taping into new

sources for fresher, cheaper creative.

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CrowdsourcingCrowdsourcing42

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So how do we cheat death?So how do we cheat death?

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By recognizing changes have occurred and becoming a leader in the new world

order.

By recognizing changes have occurred and becoming a leader in the new world

order.45

Interrupting…

Directing…

Shouting…

Reacting…

Big promises…

Explaining…

Engaging

Connecting

Delivering content

Interacting

Intimate gestures

Revealing

The shift

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Because of the new changes agencies must change.

Because of the new changes agencies must change.

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• Personal

• Collaborative

• Generous

• Experimental

• Helpful

• Adventurous

• Supportive

• Playful

• Customizable

• Informative

• Honest

• Engaging

New way of Advertising is…New way of Advertising is…

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And to produce this new work agencies

must change structurally.

And to produce this new work agencies

must change structurally.

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New Agencies must be…New Agencies must be…

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Group Account Director

Account Executive

AAE

Group Creative Director

Group Planning Director

ACD

Copy Art

Senior Planner

Planner

Old/lateral modelOld/lateral model

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“I’m just surprised that no-one’s thought of a better idea yet.”

– Stephen King

“I’m just surprised that no-one’s thought of a better idea yet.”

– Stephen King

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The NEW agency model is an unbundled

workhorse of business ideas.

The NEW agency model is an unbundled

workhorse of business ideas.

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Collaborative environment & processCollaborative environment & process

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Convergence of creative & mediaConvergence of creative & media

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Convergence of digital & traditionalConvergence of digital & traditional

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From digital departments to digital competency

From digital departments to digital competency

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True business partnersTrue business partners

Get involved in the compensation negotiation. Find ways for the agency to

get paid for helping build the client’s business –

regardless of the vehicle.

Get involved in the compensation negotiation. Find ways for the agency to

get paid for helping build the client’s business –

regardless of the vehicle.

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Account Choreographer

Behavioral P

sychologistCul

tura

l Ant

hrop

olog

ist Account Planner

(Engagement/Comms/Brand)*

Copyw

riter

Art

Dire

ctor

Creative Technologist (New Media, IA, UX, UD)

New/integrated modelNew/integrated model

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As agencies adapt, businesses

converge and compete.

As agencies adapt, businesses

converge and compete.

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Competition upstream & downstreamCompetition upstream & downstream

•Media producers•Media agencies•Communications agencies•Production houses•Client in-house•Crowdsourcing

•Media producers•Media agencies•Communications agencies•Production houses•Client in-house•Crowdsourcing

•Digital agencies•Traditional agencies•Digital agencies•Traditional agencies

•Management consultancies•Brand consultancies•Marketing research firms•Innovation shops

•Management consultancies•Brand consultancies•Marketing research firms•Innovation shops

Communications Planning

Media Agency

Traditional Agency

Digital Agency

Innovation & Business Consulting

Shops stealing each other’s baconShops stealing each other’s bacon

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And a new breed of agencyAnd a new breed of agency

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Agencies of the future will be

doers, thought leaders, and

business partners.

Agencies of the future will be

doers, thought leaders, and

business partners.

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Who will join

them?

Who will join

them?

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Or be the last one left?

Or be the last one left?