Agency Model

Above the line, below the line, online and who cares?

Traditional agency models aren’t broken. They’re just irrelevant.

Traditional agencies segmented by medium
“ I’m in online.”
“ I’m in public relations.”
“ I’m in print.”
“ I’m in direct.”
“ I’m in broadcast.”

Technology has made expertise in any given medium a commodity More important than the medium an agency specializes in, is the way it approaches marketing opportunities.

Adam Crowe’s Method
Storytelling agencies
Planning agencies
Content agencies
AdamCrowe.com

Storytelling agencies: Campfire
Blair Witch Project
Art of the Heist
Beta 7

“ Creating a viral campaign… is a marathon , one that takes mastery of numerous media and the creativity to spin out a form of open-ended, multilayered, living entertainment that will keep an audience engaged for as long as possible .” fastcompany.com/magazine/110/open_rabbit-hole.html

Planning agencies: Anomaly
iPhone
Coca-Cola
Converse

“ C lients want to create new experiences that excite their customers . P lanners use creativity and intuition to imagine a more exciting future .” adamcrowe.com/2007/08/18/planning-agencies

Content agencies: TBWAStream
PlayStation “Stories”
Adidas “+10”
Eurostar “DaVinci Code”

“ Branded content works differently to advertising in that through the creation of entertainment forms, whether an event, a TV programme or mobile game, it seeks to work a brand seamlessly into culture . Anna Watkins of hubbublondon.com

So who are you?

Are you constructing narratives that increase affinity and engagement over time? (Storytelling)

Are you creating spectacles and technologies that build awareness and make it easier for consumers to engage with the brand? (Planning)

Or are you developing entertainment vehicles on behalf of brands? (Content)

Best of luck.

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Agency Model

by Matt Ingwalson on Oct 23, 2007

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Agency Model — Presentation Transcript