ipa future foundation
TRANSCRIPT
Welcome to
The Future of Marketing and Agencies
Monday 6th July 2015
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Marketing and Agencies: 2025
The Future of Consumer Engagement
New scenarios and their implications for
brands and agencies
Michael Agnew, Account Director#AdValues
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Evaluation of 2006 project
Agency and CMO Interviews
Development of
implications
2025 scenario
generation
IPA Strategy GroupWorkshop responds
to scenarios
Future Foundation / IPA report
The AdweekSessions(inc. CMO
BenchmarkingGroup)
Project Process
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2 0 2 0 2 0 2 52 0 1 5
IM
PA
CT
O
N
CO
NS
UM
ER
SConsumer Tech Timeline 2025
A shift to mobile-first for the
majority
Experience Economy intensifies :
personalised, relevant, immersive
Visual / multimedia content becomes
dominant means of communication
Majority of consumers are using some form
of wearable tech
3D printing is established in mainstream
Retail/Commerce anywhere/everywhere
Predictive analytics is successfully implemented
Artificial Intelligence delivers real-time
service improvements on a range of platforms
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Engagement 2025: drivers of change
Brand is enabler/curator
Consumer isenabler/provider
Brand focuses on emotional engagement
Brand focuses on functional engagement
12#AdValues
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Engagement 2025: drivers of changeBrand focuses on
emotional engagement
Brand focuses on functional engagement
THE SAVVY RECEIVER
Brand is enabler/curator
THE SELECTIVE RESISTOR
Consumer isenabler/provider
13#AdValues
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Consumer is enabler/provider
Brand is enabler/ creator
Brand focuses on emotional engagement
Brand focuses on functional engagement
Future of consumer engagement scenarios
ME & THE BRAND NEXT DOOR
BRAND ME-Q
BEST BUY BRANDS iCONTROL
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Welcome to 2025!
15#AdValues
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BRAND ME-Q
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BRANDED LIFESTYLES
BRIEF ENCOUNTERS
EPHEMERAL
UNIQUE BELONGING
CONSTANT CUSTOMER SERVICE
WIRED GUANXI
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Brand tailors treats to personal tastes
Unforgettable service
Referral programme keeps acquisition and retention high
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ME & THE BRAND NEXT DOOR
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CASUAL CONNECTIVITY
PERFORMATIVE PERFECTION
THE CELEBRITY NEXT DOOR
BIOMETRICS
BUDDY BRANDS
CONSUMER EGO REIGNS
PASSION MATTERS
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Always on the next move.
Supports you the *star*.
Provides the live content to
personalise
& suggests the most suitable
networks to share with
19#AdValues
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iCONTROL
FUNCTIONAL CRUISE CONTROL
PEER POWER
AGILE
AUTONOMOUS
MY PRICE#AdValues
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SHOP YOUR
LOOK!
PLACE BID
+ 1 POINT FOR INFLUENCE
+ 2 POINTS LOYAL CUSTOMER
Brands partners bring unique
style
Platform coded by consumer
Real time bidding places consumer in control
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YOUR BRAND
REPORT
INFLUENCE BOOSTED
SAVED £9.23
AWARDED LOYALTY POINTS
Brand report shows which brands add most value
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BEST BUY BRANDS
EXPERTS FOR EVERYTHINGUSEFUL
RIGHT PRODUCT, RIGHT PRICE
RELIABLEMANAGED TRANSPARENCY
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POWERED BYSMALL ENTERPRISE DISTRIBUTION PLATFORM
Sources local delivery
options
Selects most efficient route
Automatically checks local providers to deliver
competitive price
£
£
£
£
24#AdValues
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Aligning topics with scenarios
INNOVATION TALENT
CUSTOMER
EXPERIENCE
BRAND
COMMUNICATIONS
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IPA Strategy Group Response
26#AdValues
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B US I NE S S
M O DE L S &
RE M UNE RATI O N
TA L E NT
B RA ND
P O RTFO L I O S
P RO DUCT &
S E RV I CE O FFE RCRE ATI V I TY
Framework used for agency discussion:
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Consumer is enabler/provider
Brand is enabler/ creator
Brand focuses on emotional engagement
Brand focuses on functional engagement
New agency models in response to scenarios
ME & THE BRAND NEXT DOOR
BRAND ME-Q
BEST BUY BRANDS iCONTROL
#AdValues
#BMMC15
@IPA_Updates
29#AdValues
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30#AdValues
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31#AdValues
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32#AdValues
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Panel Discussion
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Panel Discussion
Chair: Janet Hull OBE, Director of Marketing Strategy, IPA
James Caig, Head of Strategy, True Digital
Claire Banks, Digital Planning Director, McCann Bristol
Gemma Coles, MD, Mubaloo Bristol
Chris Thurling, Business Mentor and Consultant
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Janet Hull OBE, IPA Director of Marketing Strategy
Michael Agnew, Director, Future Foundation
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