mat clayton & chris thorpe
DESCRIPTION
TRANSCRIPT
What's right and wrong with working with agencies
What’s right andwrong with workingwith agencies
Chris Thorpetwitter:jaggeree
Mat Clayton*twitter:matclayton
What's right and wrong with working with agencies
<rant>
What's right and wrong with working with agencies
not eyeballs
What's right and wrong with working with agencies
analytics
What's right and wrong with working with agencies
lost in translation
What's right and wrong with working with agencies
overpromising
What's right and wrong with working with agencies
meme hijacking
What's right and wrong with working with agencies
prevented from going “viral”
What's right and wrong with working with agencies
viral is a myth
“If you behave like a disease, people develop an immune system”>Kevin Marks, Google
What's right and wrong with working with agencies
Agency massmedius
What's right and wrong with working with agencies
1977 : 28 million viewers
What's right and wrong with working with agencies
What's right and wrong with working with agencies
What's happened in the 20th century was the anomaly, I think. We're actually seeing a reversion to a very common and deep human pattern of doing things because we care for each other...>Clay Shirky
What's right and wrong with working with agencies
<pause>
What's right and wrong with working with agencies
</pause>
What's right and wrong with working with agencies
disintermediation
In economics, disintermediation is the removal of intermediaries in a supply chain: "cutting out the middleman". Instead of going through traditional distribution channels, which had some type of intermediate (such as a distributor, wholesaler, broker, or agent), companies may now deal with every customer directly, for example via the Internet. One important factor is a drop in the cost of servicing customers directly.
Disintermediation initiated by consumers is often the result of high market transparency, in that buyers are aware of supply prices direct from the manufacturer. Buyers bypass the middlemen (wholesalers and retailers) in order to buy directly from the manufacturer and thereby pay less.
What's right and wrong with working with agencies
disintermediation
What's right and wrong with working with agencies
disintermediation
What's right and wrong with working with agencies
intermediaries in recessions
What's right and wrong with working with agencies
</rant>
What's right and wrong with working with agencies
<solutions>
What's right and wrong with working with agencies
What do they do for clients?
> Reduce burden of managing lots of relationships
> Understand long term strategy
> Safe pair of hands
> Media buying power
What's right and wrong with working with agencies
What do they do for us?
> Reduce risk?
> New clients
> Business development
> Ability to weave cross media campaigns
> Foot in the door
> Reputation
What's right and wrong with working with agencies
What must we do? Agencies
> No more free pitches to agencies
> Being more involved in the pitch where possible
> Overpromising does not mean repeat business
What's right and wrong with working with agencies
What must we do? Clients
> Plain English not geekspeak
> Educate clients as part of all we do
> Make events more client friendly
> More client handling skills
What's right and wrong with working with agencies
</solutions>
What's right and wrong with working with agencies
Questions?
Mat [email protected]: matclayton
Chris [email protected]: jaggeree