THE INTEGRATION CHALLENGEDO MAINLINE & DIGITAL NEED TO CO-EXIST? HOW?

WHY INTEGRATE?

Money

ClientConsumer

Money

ClientConsumer

REMEMBER THESE STORIES?

REMEMBER WHERE YOU SAW THEM?

DOES IT MATTER?

WERE YOU ENTERTAINED?

WAS IT AN AD OR WAS IT ENTERTAINMENT?

DID YOU MENTION IT TO A FRIEND?

THINGS HAVE CHANGED ON THE CONSUMER SIDE

THEY DON’T CARE ABOUT ADS

THEY CARE ABOUT STORIES

EVEN IF BRANDS TELL THOSE STORIES

ABOUT PEOPLE LIKE THEMOR

PEOPLE WHO LOOK LIKE PEOPLE THEY KNOW

AS LONG AS THE BRAND IS THE NARRATOR& NOT THE STAR OF THE STORY

THEY ONLY CARE IF IT IS WORTH REMEMBERING

AND WORTH SHARING

WHAT’S HAPPENING ON THE CLIENT SIDE?

Money

ClientConsumer

A FLY ON THE WALL OBSERVED THE

CHANGING CONVERSATION BETWEEN TWO

BRAND MANAGERS OVER THE YEARS

NICE WEBSITE. WHO DID IT?

CAN I GET THE CONTACT OF THE GUYS WHO DID THAT

VIRAL VIDEO FOR YOU?

I HAVE 200,000 FANS, HOW MANY DO YOU HAVE?

YAAR, YEH TWITTER KYA HAI?INSTAGRAM! PINTEREST!!

VINE!!!

MY TVC GOT 1 MN VIEWS ON YOUTUBE! YOURS?

KOLAVERI!!LET’S CREATE A KOLVAVERI

TYPE VIRAL VIDEO HIT!

BLOG HAI KYA?ACHCHA WOH INFLUENCER

KITNA LETA HAI?

I AM USING THIS ANALYTICS TOOL. PRETTY GOOD STUFF!

I AM MAKING 50 VIDEOS FOR 30 LAKHS. CHEAPER THAN A

TVC NO?

CLIENTS ARE NO LONGER HAPPY WITH ENGAGEMENT, THEY WANT BUSINESS RESULTS!

AND THE MONEY

Money

ClientConsumer

YES OVERALL BUDGETS HAVE GONE UP

BUT AGENCY FEE IS GOING DOWN

MORE MONEY BEING SPENT ON MEDIA

BECAUSE MEDIA IS GETTING MORE FRAGMENTEDAND MORE EXPENSIVE

INTEGRATION NEEDED TO GARNER NEW BUSINESS & ORGANIC BUSINESS GROWTH

THE WORLDS HAVE CONVERGED

ADS RUN 60 DAYS

PEOPLE TALK 365

DAYS

TRADITIONAL MEDIA GIVES UP IT’S AUDIENCEONCE THE CAMPAIGN IS OVER

DIGITAL MEDIA CAN LEVERAGE AND SUSTAINTHAT RELATIONSHIP FOR FUTURE USE

TECHNOLOGY HASN’T CHANGED THE COMMUNICATION LANDSCAPE.PEOPLE’S ADOPTION OF IT HAS

THAT’S WHY PEOPLE WATCH TV BUT TALK ABOUT IT ON TWITTER

SOCIAL MEDIA CAN DESTROY A BRAND’S REPUTATION FASTER THAN ADVERTISING CAN SAVE IT

TECHNOLOGY CAN DESTROY YOUR CLIENT’S BUSINESS FASTER THAN ADVERTISING CAN SAVE IT

REAL WORLD EMOTIONS AND INSIGHTS AIDED BY TECHNOLOGY WILL INSPIRE BRAND IDEAS

THE SIMPLE TRUTH

BRANDS DON’T NEEDA DIGITAL STRATEGY

BRANDS NEED A STRATEGY FOR A DIGITAL WORLD

IN THE NEW REALITY,DO TRADITIONAL AGENCY STRUCTURES WORK?

CEO

CREATIVE

COPY

ART

STUDIO

ARTWORK

PRODUCTION

FILMS STRATEGY CLIENT SERVICES

Mainline Agency Structure

CEO

CREATIVE

DIGITAL

SOCIAL

DIGITAL STRATEGY CLIENT SERVICES TECHNOLOGY

FRONT END

BACK END

MEDIA

DISPLAY

SOCIAL

MOBILE

SEARCH

Digital Agency Structure

SHOULD THE INTEGRATED MODELLOOK LIKE THIS?

CEO

MAINLINE

CREATIVE

ART

COPY

FILMS STUDIO

ARTWORK

PRODN

STRATEGY CLIENT SERVICES

DIGITAL

CREATIVE

DIGITAL

SOCIAL

STRATEGY CLIENT SERVICES WEB DEV

FRONT END

BACK END

MEDIA

DISPLAY

SOCIAL

MOBILE

SEARCH

DOES IT REALLY WORK?

TOO MANY STAKEHOLDERS

TOO MUCH DUPLICATION

NO CLEAR ACCOUNTABILITY

PROCESS IS KING. NOT THE RESULT.

THE NEW INTEGRATED AGENCY STRUCTURE

PROJECT / CAMPAIGN / SOLUTIONS DELIVERY TEAM

ART

COPY

CODE

INSI

GHTS

& S

TRAT

EGY

MED

IA S

OLU

TIO

NS

CRM

/ AN

ALYT

ICS

CREATIVE CONSUMERENGAGEMENT

DIRECT

PRO

DUCT

IONDESIGN

PRINT

MOBILE

DIGITAL

SOCIAL

THE INTEGRATED COMMUNICATIONS PROCESS

THECONSUMER

TRUTH

MEDIA INSIGHTS

PLATFORM INSIGHTS

THEBIG IDEA

EXECUTIONPLANNING

EARNED

OWNED

PAID

ART COPY CODE

MEDIA

CONTENTPRODUCTION

ACCOUNTMANAGEMENT

SET GOALS TRACK

ITS NOT ABOUT 360 DEGREE CAMPAIGNS

ITS ABOUT 360 DEGREE PEOPLE

ANALOG HEARTDIGITAL SOUL

@GaulinChief