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Imagine 2020
Quite Close
Urbanization
Sustainability
Technology
•New economies
The Marketing World
Speed
Transparency
Transparency & Speed
Transparency & Speed
Transparency
Generation
WHY
NGOs
WHAT we do has changed dramatically
HOW we are organized has not
250 CEOs and CMOs in 10 markets
10,231 marketing participants from 92 countries
Client
Opportunities & Challenges
Marketing2020
Collaborating for New
Solutions
Social
Globalization
•Purpose
Opportunity to Influence
Doing More with Less
Privacy
Touch-Point Consistency
•Internal Silos
Infobesity
Personally Staying Current
Marketing / Agency Roles
Global ConsumersPartnersLocal Agencies
Unleashing the value of
Agencies as Idea Generating
Intermediaries
Agency2020
- Strategy
- Structure
- Capability
Agency2020
Vision Interviews with 75 Thought-Leaders
Michael Wege
CMO
The Hershey Company
Clients
Partners
Patrick Harris
Director, Global Agency Development
Facebook
Susan Credle
Chief Creative Officer
Leo Burnett Worldwide
Creative Agencies
Rob Norman
Chief Digital Officer Global
GroupM
Media Agencies
Jenny Hoffman
Manager, Agency Development
MEC
Agency Millennials
MaryAnn Brennan
Senior Director, Global Procurement
Mattel
Procurement
Online Survey: 725 Respondents
Agency Profile
Independent Part of Holding Other
TypeWork Experience
<5 Year 5-15 Years 16-25 Years >25
Current Position
B...
The World
according to
AGENCIES
Agency2020
Half Full or Half Empty?
Client Trust
Value of Creativity
Business Model
•New Solutions
Big Data
Programmatic Media
Technology
•Millennials
Embracing
Change
Agency & Client Agree on Top Trends …
50
38
54
43
0
20
40
60
Increased focus on
measurement, ROI, and
demonstrating the va...
… But not on Level of Agency Response
49
35
51
19
14
26
0
20
40
60
Strategy Structure Capabilities
Agency Client
What does It Take to Win?
3-Year Revenue Growth
Validation
Over-
Performers
MORE Focused on New Agency Revenue Streams
35%
24%
0%
20%
40%
60%
New agency revenue streams (e.g. experiences)
Over-perfo...
MORE focused on Collaboration
28
20
0
20
40
Collaboration - within and across the agency, and inter-
agency
Over-performer...
MORE responsive to Trends
*Top 2 boxes - % who responded “more radical/radical”
66
52
64
41
26
47
20
40
60
80
Strategy Str...
LESS Focused on Measurement & ROI
45
54
20
40
60
Increased focus on measurement, ROI, and demonstrating
the value of ideas...
LESS Focused on Budget Restrictions
14
20
0
20
40
Budget restrictions, cost-cutting
Over-performers Rest
So …. What does It Take to Win?
Marketing2020 Effectiveness Framework
Big Insights
Purposeful Positioning
Total Experience
The ‘WHAT’
Big Insights
Purposeful Positioning
Total Experience
Big Data
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...
Big Insights
Purposeful Positioning
Total Experience
Big Insights
Purposeful Positioning
Total Experience
Agency2020
‘WHAT’
Agency2020
Big Insights
iI
Big Insights
Client
Creative
Media
iI
Big Insights
Client
Creative
Media
iI
Big Insights
Client
Creative
Media
Agencies Think They Get It … Clients aren’t so Sure
45
35
20
40
60
Our agency has sufficient capability in data analysis a...
New
Competitors
Proving
Value
Over-Performers Excel
**
55
34
20
40
60
Our agency has sufficient capability in data analysis and
analytics
Over-performer...
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 ...
Purposeful
Positioning
Clients Feel More Purposeful…
49
71
30
50
70
The positioning of the brand or organization I
work with is societally purpos...
Industry
Reputation
Agency’s Positioning Misunderstood
75
46
20
40
60
80
Our agency has a clear positioning
Agency Client
Not clear that Agencies are purposeful
51
38
20
40
60
The positioning of our agency is societally purposeful
Agency Client
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 o...
Total Experience
DEPTHPersonalization
B R E A D T H# of Touch Points
© 2013 EffectiveBrands
Brand Value in a Digital Age
Clients Need Strategic Support …
… And are used to paying for it
$ $ $ $ $ $
Business Marketing Communication
Marketing2020 Effectiveness Framework
Big Insights
Purposeful Positioning
Total Experience
The ‘HOW’
Organizing for Growth
Connect
Big Insights
PurposefulPositioning
Total Experience
Agencies Going from Silos…
Big Insights
PurposefulPositioning
Total Experience
Agency
Lead
Client
Lead
Creative
Board
Fina...
To Connected Networks
Big Insights
PurposefulPositioning
Total Experience
Account
Manager
Client
Contact
Creative
Board
Fi...
Inspire
Big Insights
PurposefulPositioning
Total Experience
71
32
0
20
40
60
80
We ensure that all employees are fully eng...
Instead of Celebrating What We Do …
Big Insights
PurposefulPositioning
Total Experience
Ideas Storytelling Great Content
Celebrating What We do for the World
Big Insights
PurposefulPositioning
Total Experience
SimplifyingAccessSelf-Esteem
Shared
Metrics
Big Insights
PurposefulPositioning
Total Experience
Over-Performers: New Metrics
Big Insights
PurposefulPositioning
Total Experience
54
42
15
35
55
Consumer Engagement
Over-p...
Organize
Big Insights
PurposefulPositioning
Total Experience
Winning Clients are Collaborating with More Agencies
Big Insights
PurposefulPositioning
Total Experience
Source: Marketing...
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 ...
From P&L Silos
Big Insights
PurposefulPositioning
Total Experience
To Networked Collaboration
Big Insights
PurposefulPositioning
Total Experience
Garage
Team Mazda
Colgate
Red Fuse
Team Detroit
Team Nestle
Big Insights
PurposefulPositioning
Total Experience
Let’s Talk Millennials
Big Insights
PurposefulPositioning
Total Experience
Over-Performers Win with Millennials
Big Insights
PurposefulPositioning
Total Experience
70
49
30
50
70
Our agency is succ...
Millennial Motivators
Big Insights
PurposefulPositioning
Total Experience
Mentorship
Collaboration
Balance
• Transparency
Big Insights
PurposefulPositioning
Total Experience
Purpose
Big Insights
PurposefulPositioning
Total Experience
Millennial De-Motivators
Big Insights
PurposefulPositioning
Total Experience
Hierarchy
Rigidity
The Accepted Path
• The Excel Effect
Big Insights
PurposefulPositioning
Total Experience
Clear Career Paths
Big Insights
PurposefulPositioning
Total Experience
75
64
40
60
80
There is a clear career path for me
...
Build
Big Insights
PurposefulPositioning
Total Experience
Agencies Feel Equipped – Clients Not Convinced
42
23
10
30
50
Current Capability vs. 5 year Requirements
Agency Client
Big...
There are Some Clear Areas to Focus on
54 52
4751
61
44
30
50
70
Branded Content Creation Mobile Digital and Social Media
...
Over-Performers are More Equipped
54
34
0
20
40
60
% who rate agency's capability "very good/world" class
vs job requireme...
Over-Performers train more
46
29
0
20
40
60
% who receive >3 days of training per year
Over-performers Rest
Big Insights
P...
… and better
60
48
20
40
60
% who rate quality of training program >6 (scale of
1-10)
Over-performers Rest
Big Insights
Pu...
Agency2020 Effectiveness
Big Insights
Purposeful Positioning
Total Experience
What can you do
Tomorrow?
Winning in 2020 … or 2015
Big Insights
Purposeful Positioning
Total Experience
Lead by Example
71
49
30
50
70
Our agency's senior management sufficently
understand social and digital marketing
Over-per...
Think
Integration
Not
Hand-Off
Think Holistic
Celebrate the
Industry
Your Clients
Need You
You Have the Talent
You have
Proven Ability
You are Admired
69% of consumers think that
advertising has the power to
change the world*
Source: McCann “The Truth
About...
You can Complete
the Puzzle
So, … What’s Holding You Back?
Go for it!
Thank You
marc@effectivebrands.com
@mdeswaanarons
 4A's Transformation 2014 - March 17 - Marc deSwaan Arons, CEO, Effective Brands
 4A's Transformation 2014 - March 17 - Marc deSwaan Arons, CEO, Effective Brands
 4A's Transformation 2014 - March 17 - Marc deSwaan Arons, CEO, Effective Brands
 4A's Transformation 2014 - March 17 - Marc deSwaan Arons, CEO, Effective Brands
 4A's Transformation 2014 - March 17 - Marc deSwaan Arons, CEO, Effective Brands
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4A's Transformation 2014 - March 17 - Marc deSwaan Arons, CEO, Effective Brands

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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.

Published in: Marketing
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  • Transcript of " 4A's Transformation 2014 - March 17 - Marc deSwaan Arons, CEO, Effective Brands"

    1. 1. Imagine 2020
    2. 2. Quite Close
    3. 3. Urbanization Sustainability Technology •New economies
    4. 4. The Marketing World
    5. 5. Speed
    6. 6. Transparency
    7. 7. Transparency & Speed
    8. 8. Transparency & Speed
    9. 9. Transparency
    10. 10. Generation WHY
    11. 11. NGOs
    12. 12. WHAT we do has changed dramatically
    13. 13. HOW we are organized has not
    14. 14. 250 CEOs and CMOs in 10 markets
    15. 15. 10,231 marketing participants from 92 countries
    16. 16. Client Opportunities & Challenges Marketing2020
    17. 17. Collaborating for New Solutions Social Globalization •Purpose
    18. 18. Opportunity to Influence
    19. 19. Doing More with Less Privacy Touch-Point Consistency •Internal Silos
    20. 20. Infobesity
    21. 21. Personally Staying Current
    22. 22. Marketing / Agency Roles Global ConsumersPartnersLocal Agencies
    23. 23. Unleashing the value of Agencies as Idea Generating Intermediaries Agency2020
    24. 24. - Strategy - Structure - Capability Agency2020
    25. 25. Vision Interviews with 75 Thought-Leaders
    26. 26. Michael Wege CMO The Hershey Company Clients
    27. 27. Partners Patrick Harris Director, Global Agency Development Facebook
    28. 28. Susan Credle Chief Creative Officer Leo Burnett Worldwide Creative Agencies
    29. 29. Rob Norman Chief Digital Officer Global GroupM Media Agencies
    30. 30. Jenny Hoffman Manager, Agency Development MEC Agency Millennials
    31. 31. MaryAnn Brennan Senior Director, Global Procurement Mattel Procurement
    32. 32. Online Survey: 725 Respondents
    33. 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. 34. The World according to AGENCIES Agency2020
    35. 35. Half Full or Half Empty?
    36. 36. Client Trust Value of Creativity Business Model •New Solutions
    37. 37. Big Data Programmatic Media Technology •Millennials
    38. 38. Embracing Change
    39. 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. 40. … But not on Level of Agency Response 49 35 51 19 14 26 0 20 40 60 Strategy Structure Capabilities Agency Client
    41. 41. What does It Take to Win?
    42. 42. 3-Year Revenue Growth
    43. 43. Validation
    44. 44. Over- Performers
    45. 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. 46. MORE focused on Collaboration 28 20 0 20 40 Collaboration - within and across the agency, and inter- agency Over-performers Rest
    47. 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. 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. 49. LESS Focused on Budget Restrictions 14 20 0 20 40 Budget restrictions, cost-cutting Over-performers Rest
    50. 50. So …. What does It Take to Win?
    51. 51. Marketing2020 Effectiveness Framework Big Insights Purposeful Positioning Total Experience
    52. 52. The ‘WHAT’ Big Insights Purposeful Positioning Total Experience
    53. 53. Big Data
    54. 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. 55. Big Insights Purposeful Positioning Total Experience
    56. 56. Big Insights Purposeful Positioning Total Experience
    57. 57. Agency2020 ‘WHAT’ Agency2020
    58. 58. Big Insights
    59. 59. iI Big Insights Client Creative Media
    60. 60. iI Big Insights Client Creative Media
    61. 61. iI Big Insights Client Creative Media
    62. 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. 63. New Competitors
    64. 64. Proving Value
    65. 65. Over-Performers Excel ** 55 34 20 40 60 Our agency has sufficient capability in data analysis and analytics Over-performers Rest
    66. 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. 67. Purposeful Positioning
    68. 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. 69. Industry Reputation
    70. 70. Agency’s Positioning Misunderstood 75 46 20 40 60 80 Our agency has a clear positioning Agency Client
    71. 71. Not clear that Agencies are purposeful 51 38 20 40 60 The positioning of our agency is societally purposeful Agency Client
    72. 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. 73. Total Experience
    74. 74. DEPTHPersonalization B R E A D T H# of Touch Points © 2013 EffectiveBrands Brand Value in a Digital Age
    75. 75. Clients Need Strategic Support …
    76. 76. … And are used to paying for it $ $ $ $ $ $ Business Marketing Communication
    77. 77. Marketing2020 Effectiveness Framework Big Insights Purposeful Positioning Total Experience
    78. 78. The ‘HOW’ Organizing for Growth
    79. 79. Connect Big Insights PurposefulPositioning Total Experience
    80. 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. 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. 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. 83. Instead of Celebrating What We Do … Big Insights PurposefulPositioning Total Experience Ideas Storytelling Great Content
    84. 84. Celebrating What We do for the World Big Insights PurposefulPositioning Total Experience SimplifyingAccessSelf-Esteem
    85. 85. Shared Metrics Big Insights PurposefulPositioning Total Experience
    86. 86. Over-Performers: New Metrics Big Insights PurposefulPositioning Total Experience 54 42 15 35 55 Consumer Engagement Over-performers Rest
    87. 87. Organize Big Insights PurposefulPositioning Total Experience
    88. 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. 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. 90. From P&L Silos Big Insights PurposefulPositioning Total Experience
    91. 91. To Networked Collaboration Big Insights PurposefulPositioning Total Experience
    92. 92. Garage Team Mazda Colgate Red Fuse Team Detroit Team Nestle Big Insights PurposefulPositioning Total Experience
    93. 93. Let’s Talk Millennials Big Insights PurposefulPositioning Total Experience
    94. 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. 95. Millennial Motivators Big Insights PurposefulPositioning Total Experience
    96. 96. Mentorship Collaboration Balance • Transparency Big Insights PurposefulPositioning Total Experience
    97. 97. Purpose Big Insights PurposefulPositioning Total Experience
    98. 98. Millennial De-Motivators Big Insights PurposefulPositioning Total Experience
    99. 99. Hierarchy Rigidity The Accepted Path • The Excel Effect Big Insights PurposefulPositioning Total Experience
    100. 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. 101. Build Big Insights PurposefulPositioning Total Experience
    102. 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. 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. 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. 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. 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. 107. Agency2020 Effectiveness Big Insights Purposeful Positioning Total Experience
    108. 108. What can you do Tomorrow? Winning in 2020 … or 2015 Big Insights Purposeful Positioning Total Experience
    109. 109. Lead by Example 71 49 30 50 70 Our agency's senior management sufficently understand social and digital marketing Over-performers Rest
    110. 110. Think Integration
    111. 111. Not Hand-Off
    112. 112. Think Holistic
    113. 113. Celebrate the Industry
    114. 114. Your Clients Need You
    115. 115. You Have the Talent
    116. 116. You have Proven Ability
    117. 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. 118. You can Complete the Puzzle
    119. 119. So, … What’s Holding You Back?
    120. 120. Go for it!
    121. 121. Thank You marc@effectivebrands.com @mdeswaanarons
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