4A's Transformation 2014 - March 17 - Marc deSwaan Arons, CEO, Effective Brands

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Highlights of 4A’s Agency2020 Research …

Highlights of 4A’s Agency2020 Research
The value of agencies as idea creators
Marc deSwaan Arons, CEO, Effective Brands

Visit http://www.4astransformation.com/ for more information.

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  • All WPP – organizing for the client needs

Transcript

  • 1. Imagine 2020
  • 2. Quite Close
  • 3. Urbanization Sustainability Technology •New economies
  • 4. The Marketing World
  • 5. Speed
  • 6. Transparency
  • 7. Transparency & Speed
  • 8. Transparency & Speed
  • 9. Transparency
  • 10. Generation WHY
  • 11. NGOs
  • 12. WHAT we do has changed dramatically
  • 13. HOW we are organized has not
  • 14. 250 CEOs and CMOs in 10 markets
  • 15. 10,231 marketing participants from 92 countries
  • 16. Client Opportunities & Challenges Marketing2020
  • 17. Collaborating for New Solutions Social Globalization •Purpose
  • 18. Opportunity to Influence
  • 19. Doing More with Less Privacy Touch-Point Consistency •Internal Silos
  • 20. Infobesity
  • 21. Personally Staying Current
  • 22. Marketing / Agency Roles Global ConsumersPartnersLocal Agencies
  • 23. Unleashing the value of Agencies as Idea Generating Intermediaries Agency2020
  • 24. - Strategy - Structure - Capability Agency2020
  • 25. Vision Interviews with 75 Thought-Leaders
  • 26. Michael Wege CMO The Hershey Company Clients
  • 27. Partners Patrick Harris Director, Global Agency Development Facebook
  • 28. Susan Credle Chief Creative Officer Leo Burnett Worldwide Creative Agencies
  • 29. Rob Norman Chief Digital Officer Global GroupM Media Agencies
  • 30. Jenny Hoffman Manager, Agency Development MEC Agency Millennials
  • 31. MaryAnn Brennan Senior Director, Global Procurement Mattel Procurement
  • 32. Online Survey: 725 Respondents
  • 33. Agency Profile Independent Part of Holding Other TypeWork Experience <5 Year 5-15 Years 16-25 Years >25 Current Position Board/EVP/SVP/C-Suite VP/Director/Head Manager Other
  • 34. The World according to AGENCIES Agency2020
  • 35. Half Full or Half Empty?
  • 36. Client Trust Value of Creativity Business Model •New Solutions
  • 37. Big Data Programmatic Media Technology •Millennials
  • 38. Embracing Change
  • 39. Agency & Client Agree on Top Trends … 50 38 54 43 0 20 40 60 Increased focus on measurement, ROI, and demonstrating the value of ideas Big data (e.g., media buying based on big data) Agency Client
  • 40. … But not on Level of Agency Response 49 35 51 19 14 26 0 20 40 60 Strategy Structure Capabilities Agency Client
  • 41. What does It Take to Win?
  • 42. 3-Year Revenue Growth
  • 43. Validation
  • 44. Over- Performers
  • 45. MORE Focused on New Agency Revenue Streams 35% 24% 0% 20% 40% 60% New agency revenue streams (e.g. experiences) Over-performers Rest
  • 46. MORE focused on Collaboration 28 20 0 20 40 Collaboration - within and across the agency, and inter- agency Over-performers Rest
  • 47. MORE responsive to Trends *Top 2 boxes - % who responded “more radical/radical” 66 52 64 41 26 47 20 40 60 80 Strategy Structure Capabilities Over-performers Rest
  • 48. LESS Focused on Measurement & ROI 45 54 20 40 60 Increased focus on measurement, ROI, and demonstrating the value of ideas Over-performers Rest
  • 49. LESS Focused on Budget Restrictions 14 20 0 20 40 Budget restrictions, cost-cutting Over-performers Rest
  • 50. So …. What does It Take to Win?
  • 51. Marketing2020 Effectiveness Framework Big Insights Purposeful Positioning Total Experience
  • 52. The ‘WHAT’ Big Insights Purposeful Positioning Total Experience
  • 53. Big Data
  • 54. 38 33 45 42 30 32 34 36 38 40 42 44 46 48 50 We have right data and analytics available to measure marketing effectiveness We are able to leverage all data and analytics available to improve our marketing effectiveness Underperform Overperform Big Insights Purposeful Positioning Total Experience
  • 55. Big Insights Purposeful Positioning Total Experience
  • 56. Big Insights Purposeful Positioning Total Experience
  • 57. Agency2020 ‘WHAT’ Agency2020
  • 58. Big Insights
  • 59. iI Big Insights Client Creative Media
  • 60. iI Big Insights Client Creative Media
  • 61. iI Big Insights Client Creative Media
  • 62. Agencies Think They Get It … Clients aren’t so Sure 45 35 20 40 60 Our agency has sufficient capability in data analysis and analytics Agency Client
  • 63. New Competitors
  • 64. Proving Value
  • 65. Over-Performers Excel ** 55 34 20 40 60 Our agency has sufficient capability in data analysis and analytics Over-performers Rest
  • 66. Size Matters 30 44 45 59 20 40 60 Our agency has sufficient capability in data analysis and analytics 0-49 FTE 50-130 FTE 131-490 FTE >491 FTE
  • 67. Purposeful Positioning
  • 68. Clients Feel More Purposeful… 49 71 30 50 70 The positioning of the brand or organization I work with is societally purposeful Agency Client
  • 69. Industry Reputation
  • 70. Agency’s Positioning Misunderstood 75 46 20 40 60 80 Our agency has a clear positioning Agency Client
  • 71. Not clear that Agencies are purposeful 51 38 20 40 60 The positioning of our agency is societally purposeful Agency Client
  • 72. Again, Over-Performers Win 79 53 57 72 46 48 20 40 60 80 Our agency has a clear positioning The positioning of the brand or organization I work with is societally purposeful The positioning of our agency is soceitally purposeful Over-performers Rest
  • 73. Total Experience
  • 74. DEPTHPersonalization B R E A D T H# of Touch Points © 2013 EffectiveBrands Brand Value in a Digital Age
  • 75. Clients Need Strategic Support …
  • 76. … And are used to paying for it $ $ $ $ $ $ Business Marketing Communication
  • 77. Marketing2020 Effectiveness Framework Big Insights Purposeful Positioning Total Experience
  • 78. The ‘HOW’ Organizing for Growth
  • 79. Connect Big Insights PurposefulPositioning Total Experience
  • 80. Agencies Going from Silos… Big Insights PurposefulPositioning Total Experience Agency Lead Client Lead Creative Board Finance Planning Integration R&D Executives Finance Marketing Digital
  • 81. To Connected Networks Big Insights PurposefulPositioning Total Experience Account Manager Client Contact Creative Board Finance Planning Digital R&D Executives Finance Marketing Digital
  • 82. Inspire Big Insights PurposefulPositioning Total Experience 71 32 0 20 40 60 80 We ensure that all employees are fully engaged with our purpose Over-performers Rest
  • 83. Instead of Celebrating What We Do … Big Insights PurposefulPositioning Total Experience Ideas Storytelling Great Content
  • 84. Celebrating What We do for the World Big Insights PurposefulPositioning Total Experience SimplifyingAccessSelf-Esteem
  • 85. Shared Metrics Big Insights PurposefulPositioning Total Experience
  • 86. Over-Performers: New Metrics Big Insights PurposefulPositioning Total Experience 54 42 15 35 55 Consumer Engagement Over-performers Rest
  • 87. Organize Big Insights PurposefulPositioning Total Experience
  • 88. Winning Clients are Collaborating with More Agencies Big Insights PurposefulPositioning Total Experience Source: Marketing2020 Data 55 33 0 20 40 60 % that works with more than 5 agencies M2020 Over-performers M2020 Under-performers
  • 89. Lack of Clarity on Roles is a Major Issue Challenge 34 45 32 41 38 38 20 40 60 Internal Agency Role Clarity Agency-Client Role Clarity Agency-Agency Role Clarity Agency Client Big Insights PurposefulPositioning Total Experience
  • 90. From P&L Silos Big Insights PurposefulPositioning Total Experience
  • 91. To Networked Collaboration Big Insights PurposefulPositioning Total Experience
  • 92. Garage Team Mazda Colgate Red Fuse Team Detroit Team Nestle Big Insights PurposefulPositioning Total Experience
  • 93. Let’s Talk Millennials Big Insights PurposefulPositioning Total Experience
  • 94. Over-Performers Win with Millennials Big Insights PurposefulPositioning Total Experience 70 49 30 50 70 Our agency is successfully attracting, developing, and retaining Millennials Over-performers Rest
  • 95. Millennial Motivators Big Insights PurposefulPositioning Total Experience
  • 96. Mentorship Collaboration Balance • Transparency Big Insights PurposefulPositioning Total Experience
  • 97. Purpose Big Insights PurposefulPositioning Total Experience
  • 98. Millennial De-Motivators Big Insights PurposefulPositioning Total Experience
  • 99. Hierarchy Rigidity The Accepted Path • The Excel Effect Big Insights PurposefulPositioning Total Experience
  • 100. Clear Career Paths Big Insights PurposefulPositioning Total Experience 75 64 40 60 80 There is a clear career path for me Over-performers Rest * % Fully agree/ agree
  • 101. Build Big Insights PurposefulPositioning Total Experience
  • 102. Agencies Feel Equipped – Clients Not Convinced 42 23 10 30 50 Current Capability vs. 5 year Requirements Agency Client Big Insights PurposefulPositioning Total Experience
  • 103. There are Some Clear Areas to Focus on 54 52 4751 61 44 30 50 70 Branded Content Creation Mobile Digital and Social Media Advertising Agency Client Big Insights PurposefulPositioning Total Experience
  • 104. Over-Performers are More Equipped 54 34 0 20 40 60 % who rate agency's capability "very good/world" class vs job requirement 5 years from now Over-performers Rest Big Insights PurposefulPositioning Total Experience
  • 105. Over-Performers train more 46 29 0 20 40 60 % who receive >3 days of training per year Over-performers Rest Big Insights PurposefulPositioning Total Experience
  • 106. … and better 60 48 20 40 60 % who rate quality of training program >6 (scale of 1-10) Over-performers Rest Big Insights PurposefulPositioning Total Experience
  • 107. Agency2020 Effectiveness Big Insights Purposeful Positioning Total Experience
  • 108. What can you do Tomorrow? Winning in 2020 … or 2015 Big Insights Purposeful Positioning Total Experience
  • 109. Lead by Example 71 49 30 50 70 Our agency's senior management sufficently understand social and digital marketing Over-performers Rest
  • 110. Think Integration
  • 111. Not Hand-Off
  • 112. Think Holistic
  • 113. Celebrate the Industry
  • 114. Your Clients Need You
  • 115. You Have the Talent
  • 116. You have Proven Ability
  • 117. You are Admired 69% of consumers think that advertising has the power to change the world* Source: McCann “The Truth About Advertising” – Transformation 2013
  • 118. You can Complete the Puzzle
  • 119. So, … What’s Holding You Back?
  • 120. Go for it!
  • 121. Thank You marc@effectivebrands.com @mdeswaanarons