0
Imagine 2020
Quite Close
Urbanization
Sustainability
Technology
•New economies
The Marketing World
Speed
Transparency
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...
Top 3 trends that will impact the future role of agencies
50%
38%
31%
28%
27%
25%
25%
17%
17%
15%
11%
10%
6%
54%
43%
44%
3...
… But not on Level of Agency Response
49
35
51
19
14
26
0
20
40
60
Strategy Structure Capabilities
Agency Client*Top 2 box...
No meaningful differences between how Independent
vs. Holding are responding
51
34
52
46
39
50
0
20
40
60
Strategy Structu...
Agency size was not a driver when it comes to
top trends
51%
33%
25%
28%
29%
27%
27%
19%
17%
17%
6%
5%
18%
49%
33%
31%
31%...
No meaningful differences between how small
versus large agencies are responding
49
25
51
38
35
50
0
20
40
60
Strategy Str...
Media agencies are more focused on measurement
and big data than creative agencies
49%
33%
33%
27%
27%
26%
26%
17%
17%
17%...
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
Big data is important, but what role will the agency play?
48 49
35
60
0
20
40
60
Our agency has the right data and analyt...
Media agencies are more confident in their ability
to lead the way when it comes to data
45 46
68 68
0
20
40
60
Our agency...
Agencies Think They Get It … Clients aren’t so Sure
45
35
20
40
60
Our agency has sufficient capability in data analysis a...
Media agencies think they have the edge
41
66
0
20
40
60
Our agency has sufficient capability in data analysis and analyti...
New
Competitors
Proving
Value
Over-Performers Excel
**
55
34
20
40
60
Our agency has sufficient capability in data analysis and
analytics
Over-performer...
Over-performers Excel
60
54
40
47
0
20
40
60
Our agency has the right data and analytics
available to measure effectivenes...
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
Size matters, again
30
44
62
65
20
40
60
Agency roles will generalize toward everybody doing everything
0-49 FTE 50-130 FT...
DEPTHPersonalization
B R E A DTH# 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
Purposeful Positioning
Total Experience
Agencies Going from Silos…
Big Insights
Purposeful Positioning
Total Experience
Agency
Lead
Client
Lead
Creative
Board
Fin...
To Connected Networks
Big Insights
Purposeful Positioning
Total Experience
Account
Manager
Client
Contact
Creative
Board
F...
Inspire
Big Insights
Purposeful Positioning
Total Experience
71
32
0
20
40
60
80
We ensure that all employees are fully en...
Instead of Celebrating What We Do …
Big Insights
Purposeful Positioning
Total Experience
Ideas Storytelling Great Content
Celebrating What We do for the World
Big Insights
Purposeful Positioning
Total Experience
SimplifyingAccessSelf-Esteem
Shared
Metrics
Big Insights
Purposeful Positioning
Total Experience
Over-Performers: New Metrics
Big Insights
Purposeful Positioning
Total Experience
54
42
15
35
55
Consumer Engagement
Over-...
Over-performers view of the best metrics
54%
37%
34%
27%
26%
24%
12%
10%
9%
9%
8%
6%
5%
5%
1%
0%
34%
42%
39%
29%
32%
37%
2...
Differences in metrics, creative versus media
46%
35%
34%
33%
28%
28%
14%
10%
7%
6%
6%
5%
5%
5%
2%
1%
37%
50%
22%
52%
32%
...
Organize
Big Insights
Purposeful Positioning
Total Experience
Winning Clients are Collaborating with More Agencies
Big Insights
Purposeful Positioning
Total Experience
Source: Marketin...
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 ...
Over-Performers are ahead, but there is room to improve
36
50
39
34
43
27
20
40
60
Internal Agency Role Clarity Agency-Cli...
From P&L Silos
Big Insights
Purposeful Positioning
Total Experience
To Networked Collaboration
Big Insights
Purposeful Positioning
Total Experience
Garage
Team Mazda
Colgate
Red Fuse
Team Detroit
Team Nestle
Big Insights
Purposeful Positioning
Total Experience
Let’s Talk Millennials
Big Insights
Purposeful Positioning
Total Experience
Where do agencies stand when it comes to Millennials?
56
28
10
30
50
70
Our agency is successfully
attracting, developing,...
Over-Performers Win with Millennials
Big Insights
Purposeful Positioning
Total Experience
70
49
30
50
70
Our agency is suc...
Millennial Motivators
Big Insights
Purposeful Positioning
Total Experience
Mentorship
Collaboration
Balance
• Transparency
Big Insights
Purposeful Positioning
Total Experience
Purpose
Big Insights
Purposeful Positioning
Total Experience
Millennial De-Motivators
Big Insights
Purposeful Positioning
Total Experience
Hierarchy
Rigidity
The Accepted Path
• The Excel Effect
Big Insights
Purposeful Positioning
Total Experience
Clear Career Paths
Big Insights
Purposeful Positioning
Total Experience
75
64
40
60
80
There is a clear career path for me...
Build
Big Insights
Purposeful Positioning
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
47
51
61
44
30
50
70
Branded Content Creation Mobile Digital and Social Media...
What are the capabilities for the future?
77%
54%
52%
47%
42%
40%
34%
31%
28%
24%
18%
15%
14%
13%
9%
1%
1%
48%
51%
61%
44%...
Differences between capabilities that Media vs.
Creative are focusing on?
75%
52%
49%
47%
42%
40%
37%
34%
27%
24%
17%
17%
...
What capabilities are over-performers focused on
developing?
80%
53%
50%
48%
44%
43%
38%
30%
28%
22%
22%
16%
10%
9%
6%
1%
...
Clients are not entirely convinced how equipped
the agency is
42
23
0
20
40
60
% "very good/world class" agency capability...
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...
Clients want agency leadership to step up their game
58
41
20
40
60
80
Our agency's senior management sufficently understa...
Media leadership is already doing it
55
80
40
60
80
100
Our agency's senior management sufficently understand social and d...
Think
IMIADA
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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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
  8. 8. Generation WHY
  9. 9. NGOs
  10. 10. WHAT we do has changed dramatically
  11. 11. HOW we are organized has not
  12. 12. 250 CEOs and CMOs in 10 markets
  13. 13. 10,231 marketing participants from 92 countries
  14. 14. Client Opportunities & Challenges Marketing2020
  15. 15. Collaborating for New Solutions Social Globalization •Purpose
  16. 16. Opportunity to Influence
  17. 17. Doing More with Less Privacy Touch-Point Consistency •Internal Silos
  18. 18. Infobesity
  19. 19. Personally Staying Current
  20. 20. Marketing / Agency Roles Global ConsumersPartnersLocal Agencies
  21. 21. Unleashing the value of Agencies as Idea Generating Intermediaries Agency2020
  22. 22. - Strategy - Structure - Capability Agency2020
  23. 23. Vision Interviews with 75 Thought-Leaders
  24. 24. Michael Wege CMO The Hershey Company Clients
  25. 25. Partners Patrick Harris Director, Global Agency Development Facebook
  26. 26. Susan Credle Chief Creative Officer Leo Burnett Worldwide Creative Agencies
  27. 27. Rob Norman Chief Digital Officer Global GroupM Media Agencies
  28. 28. Jenny Hoffman Manager, Agency Development MEC Agency Millennials
  29. 29. MaryAnn Brennan Senior Director, Global Procurement Mattel Procurement
  30. 30. Online Survey: 725 Respondents
  31. 31. 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
  32. 32. The World according to AGENCIES Agency2020
  33. 33. Half Full or Half Empty?
  34. 34. Client Trust Value of Creativity Business Model •New Solutions
  35. 35. Big Data Programmatic Media Technology •Millennials
  36. 36. Embracing Change
  37. 37. 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
  38. 38. Top 3 trends that will impact the future role of agencies 50% 38% 31% 28% 27% 25% 25% 17% 17% 15% 11% 10% 6% 54% 43% 44% 3% 19% 23% 30% 11% 28% 14% 18% 10% 6% Increased focus on measurement, ROI and demonstrating the value of ideas Big Data (e.g. media buying based on big data) New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter) New agency revenue streams (e.g., New Products, Experiences, Cultures) Convergence of idea providers - 'everybody doing everything' Collaboration - within and across the agency, and inter-agency Insights that drive creation of messaging and ideas Generation Y - Millennials as employees, recruiters and idea generators Budget restrictions, cost-cutting The commoditization of creativity The rise or changing role of In-house agencies The power of procurement Agency and network mergers Agency Client
  39. 39. … But not on Level of Agency Response 49 35 51 19 14 26 0 20 40 60 Strategy Structure Capabilities Agency Client*Top 2 boxes - % who responded “more radical/radical”
  40. 40. No meaningful differences between how Independent vs. Holding are responding 51 34 52 46 39 50 0 20 40 60 Strategy Structure Capabilities Independent Part of Holding *Top 2 boxes - % who responded “more radical/radical”
  41. 41. Agency size was not a driver when it comes to top trends 51% 33% 25% 28% 29% 27% 27% 19% 17% 17% 6% 5% 18% 49% 33% 31% 31% 28% 24% 23% 17% 16% 16% 13% 12% 7% Increased focus on measurement, ROI and demonstrating the value of ideas New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter) Convergence of idea providers - 'everybody doing everything' Big Data (e.g. media buying based on big data) Collaboration - within and across the agency, and inter-agency Insights that drive creation of messaging and ideas New agency revenue streams (e.g., New Products, Experiences, Cultures) Generation Y - Millennials as employees, recruiters and idea generators The commoditization of creativity Budget restrictions, cost-cutting The power of procurement Agency and network mergers The rise or changing role of In-house agencies Small Creative Agency Large Creative Agency
  42. 42. No meaningful differences between how small versus large agencies are responding 49 25 51 38 35 50 0 20 40 60 Strategy Structure Capabilities Small Creative Agency Large Creative Agency *Top 2 boxes - % who responded “more radical/radical”
  43. 43. Media agencies are more focused on measurement and big data than creative agencies 49% 33% 33% 27% 27% 26% 26% 17% 17% 17% 12% 9% 6% 60% 12% 68% 28% 38% 16% 16% 18% 20% 2% 0% 18% 4% Increased focus on measurement, ROI and demonstrating the value of ideas New providers of ideas (e.g. Idea Boutiques, Crowdsourcing, Facebook, Twitter) Big Data (e.g. media buying based on big data) Convergence of idea providers - 'everybody doing everything' New agency revenue streams (e.g., New Products, Experiences, Cultures) Collaboration - within and across the agency, and inter-agency Insights that drive creation of messaging and ideas Generation Y - Millennials as employees, recruiters and idea generators Budget restrictions, cost-cutting The commoditization of creativity The rise or changing role of In-house agencies The power of procurement Agency and network mergers Creative agency Media agency
  44. 44. What does It Take to Win?
  45. 45. 3-Year Revenue Growth
  46. 46. Validation
  47. 47. Over- Performers
  48. 48. MORE Focused on New Agency Revenue Streams 35% 24% 0% 20% 40% 60% New agency revenue streams (e.g. experiences) Over-performers Rest
  49. 49. MORE focused on Collaboration 28 20 0 20 40 Collaboration - within and across the agency, and inter- agency Over-performers Rest
  50. 50. 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
  51. 51. LESS Focused on Measurement & ROI 45 54 20 40 60 Increased focus on measurement, ROI, and demonstrating the value of ideas Over-performers Rest
  52. 52. LESS Focused on Budget Restrictions 14 20 0 20 40 Budget restrictions, cost-cutting Over-performers Rest
  53. 53. So …. What does It Take to Win?
  54. 54. Marketing2020 Effectiveness Framework Big Insights Purposeful Positioning Total Experience
  55. 55. The ‘WHAT’ Big Insights Purposeful Positioning Total Experience
  56. 56. Big Data
  57. 57. 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
  58. 58. Big Insights Purposeful Positioning Total Experience
  59. 59. Big Insights Purposeful Positioning Total Experience
  60. 60. Agency2020 ‘WHAT’ Agency2020
  61. 61. Big Insights
  62. 62. iI Big Insights Client Creative Media
  63. 63. iI Big Insights Client Creative Media
  64. 64. iI Big Insights Client Creative Media
  65. 65. Big data is important, but what role will the agency play? 48 49 35 60 0 20 40 60 Our agency has the right data and analytics available to meausre effectiveness Big data will help demonstrate the value of creative ideas Agency Client
  66. 66. Media agencies are more confident in their ability to lead the way when it comes to data 45 46 68 68 0 20 40 60 Our agency has the right data and analytics available to measure effectiveness Big data will help demonstrate the value of creative ideas Creative Media
  67. 67. 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
  68. 68. Media agencies think they have the edge 41 66 0 20 40 60 Our agency has sufficient capability in data analysis and analytics Creative Media
  69. 69. New Competitors
  70. 70. Proving Value
  71. 71. Over-Performers Excel ** 55 34 20 40 60 Our agency has sufficient capability in data analysis and analytics Over-performers Rest
  72. 72. Over-performers Excel 60 54 40 47 0 20 40 60 Our agency has the right data and analytics available to measure effectiveness Big data will help demonstrate the value of creative ideas Over-performers Rest
  73. 73. 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
  74. 74. Purposeful Positioning
  75. 75. Clients Feel More Purposeful… 49 71 30 50 70 The positioning of the brand or organization I work with is societally purposeful Agency Client
  76. 76. Industry Reputation
  77. 77. Agency’s Positioning Misunderstood 75 46 20 40 60 80 Our agency has a clear positioning Agency Client
  78. 78. Not clear that Agencies are purposeful 51 38 20 40 60 The positioning of our agency is societally purposeful Agency Client
  79. 79. 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
  80. 80. Total Experience
  81. 81. Size matters, again 30 44 62 65 20 40 60 Agency roles will generalize toward everybody doing everything 0-49 FTE 50-130 FTE 131-490 FTE >491 FTE
  82. 82. DEPTHPersonalization B R E A DTH# of Touch Points © 2013 EffectiveBrands Brand Value in a Digital Age
  83. 83. Clients Need Strategic Support …
  84. 84. … And are used to paying for it $ $ $ $ $ $ Business Marketing Communication
  85. 85. Marketing2020 Effectiveness Framework Big Insights Purposeful Positioning Total Experience
  86. 86. The ‘HOW’ Organizing for Growth
  87. 87. Connect Big Insights Purposeful Positioning Total Experience
  88. 88. Agencies Going from Silos… Big Insights Purposeful Positioning Total Experience Agency Lead Client Lead Creative Board Finance Planning Integration R&D Executives Finance Marketing Digital
  89. 89. To Connected Networks Big Insights Purposeful Positioning Total Experience Account Manager Client Contact Creative Board Finance Planning Digital R&D Executives Finance Marketing Digital
  90. 90. Inspire Big Insights Purposeful Positioning Total Experience 71 32 0 20 40 60 80 We ensure that all employees are fully engaged with our purpose Over-performers Rest
  91. 91. Instead of Celebrating What We Do … Big Insights Purposeful Positioning Total Experience Ideas Storytelling Great Content
  92. 92. Celebrating What We do for the World Big Insights Purposeful Positioning Total Experience SimplifyingAccessSelf-Esteem
  93. 93. Shared Metrics Big Insights Purposeful Positioning Total Experience
  94. 94. Over-Performers: New Metrics Big Insights Purposeful Positioning Total Experience 54 42 15 35 55 Consumer Engagement Over-performers Rest
  95. 95. Over-performers view of the best metrics 54% 37% 34% 27% 26% 24% 12% 10% 9% 9% 8% 6% 5% 5% 1% 0% 34% 42% 39% 29% 32% 37% 28% 16% 8% 9% 5% 7% 4% 5% 5% 1% 2% 33% Consumer engagement Client sales or profit levels Client Revenue Growth Brand Equity / Health Client Brand Awareness Client Market Share Buzz/ Advocacy Media planning & buying efficiencies and effectiveness Brand Love Share of Voice/ Experience MROI Creation of new products and services Net Promoter Score (NPS) Agency growth in terms of share, revenues and/or profit Other Creative Awards It depends on the client/ brand's objectives Overperformers Rest
  96. 96. Differences in metrics, creative versus media 46% 35% 34% 33% 28% 28% 14% 10% 7% 6% 6% 5% 5% 5% 2% 1% 37% 50% 22% 52% 32% 12% 30% 8% 8% 22% 8% 12% 0% 4% 6% 0% 2% 32% Consumer engagement Client Brand Awareness Client sales or profit levels Client Revenue Growth Client Market Share Brand Equity / Health Buzz/ Advocacy Brand Love Media planning & buying efficiencies and effectiveness Share of Voice/ Experience MROI Net Promoter Score (NPS) Creation of new products and services Agency growth in terms of share, revenues and/or profit Creative Awards Other It depends on the client/ brand's objectives Creative agency Media agency
  97. 97. Organize Big Insights Purposeful Positioning Total Experience
  98. 98. Winning Clients are Collaborating with More Agencies Big Insights Purposeful Positioning Total Experience Source: Marketing2020 Data 55 33 0 20 40 60 % that works with more than 5 agencies M2020 Over-performers M2020 Under-performers
  99. 99. 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 Purposeful Positioning Total Experience
  100. 100. Over-Performers are ahead, but there is room to improve 36 50 39 34 43 27 20 40 60 Internal Agency Role Clarity Agency-Client Role Clarity Agency-Agency Role Clarity Over-performers Rest Big Insights Purposeful Positioning Total Experience
  101. 101. From P&L Silos Big Insights Purposeful Positioning Total Experience
  102. 102. To Networked Collaboration Big Insights Purposeful Positioning Total Experience
  103. 103. Garage Team Mazda Colgate Red Fuse Team Detroit Team Nestle Big Insights Purposeful Positioning Total Experience
  104. 104. Let’s Talk Millennials Big Insights Purposeful Positioning Total Experience
  105. 105. Where do agencies stand when it comes to Millennials? 56 28 10 30 50 70 Our agency is successfully attracting, developing, and retaining Millennials Agency Client 55 62 10 30 50 70 Our agency is successfully attracting, developing, and retaining Millennials Creative Media 60 44 10 30 50 70 Our agency is successfully attracting, developing, and retaining Millennials Large Creative Agency Small Creative Agency
  106. 106. Over-Performers Win with Millennials Big Insights Purposeful Positioning Total Experience 70 49 30 50 70 Our agency is successfully attracting, developing, and retaining Millennials Over-performers Rest
  107. 107. Millennial Motivators Big Insights Purposeful Positioning Total Experience
  108. 108. Mentorship Collaboration Balance • Transparency Big Insights Purposeful Positioning Total Experience
  109. 109. Purpose Big Insights Purposeful Positioning Total Experience
  110. 110. Millennial De-Motivators Big Insights Purposeful Positioning Total Experience
  111. 111. Hierarchy Rigidity The Accepted Path • The Excel Effect Big Insights Purposeful Positioning Total Experience
  112. 112. Clear Career Paths Big Insights Purposeful Positioning Total Experience 75 64 40 60 80 There is a clear career path for me Over-performers Rest * % Fully agree/ agree
  113. 113. Build Big Insights Purposeful Positioning Total Experience
  114. 114. Agencies Feel Equipped – Clients Not Convinced 42 23 10 30 50 Current Capability vs. 5 year Requirements Agency Client Big Insights Purposeful Positioning Total Experience
  115. 115. There are Some Clear Areas to Focus on 54 52 47 51 61 44 30 50 70 Branded Content Creation Mobile Digital and Social Media Advertising Agency Client Big Insights Purposeful Positioning Total Experience
  116. 116. What are the capabilities for the future? 77% 54% 52% 47% 42% 40% 34% 31% 28% 24% 18% 15% 14% 13% 9% 1% 1% 48% 51% 61% 44% 40% 60% 35% 30% 33% 14% 14% 24% 15% 16% 10% 6% 0% Data analysis and analytics Branded content creation Mobile Digital and Social Media advertising Consumer understanding & insights Consumer/customer engagement Big creative idea development Brand strategy Consumer/customer touch point planning New business model development Product or service innovation Brand positioning Shopper marketing/Retail experience Apps creation (e.g. native advertising) Public relations/Crisis Management Advergaming Other Agency Client
  117. 117. Differences between capabilities that Media vs. Creative are focusing on? 75% 52% 49% 47% 42% 40% 37% 34% 27% 24% 17% 17% 14% 13% 10% 1% 1% 90% 62% 74% 44% 24% 58% 16% 12% 38% 26% 2% 24% 6% 20% 2% 0% 2% Data analysis and analytics Branded content creation Mobile Digital and Social Media advertising Consumer/customer engagement Consumer understanding & insights Big creative idea development Brand strategy Consumer/customer touch point planning New business model development Brand positioning Product or service innovation Apps creation (e.g. native advertising) Shopper marketing/Retail experience Public relations/Crisis Management Advergaming Other Creative agency Media agency
  118. 118. What capabilities are over-performers focused on developing? 80% 53% 50% 48% 44% 43% 38% 30% 28% 22% 22% 16% 10% 9% 6% 1% 0% 76% 40% 56% 51% 41% 47% 33% 31% 29% 15% 23% 17% 16% 12% 11% 1% 1% Data analysis and analytics Consumer understanding & insights Branded content creation Mobile Consumer/customer engagement Digital and Social Media advertising Big creative idea development Brand strategy Consumer/customer touch point planning Product or service innovation New business model development Brand positioning Shopper marketing/Retail experience Apps creation (e.g. native advertising) Public relations/Crisis Management Advergaming Other Overperformers Rest
  119. 119. Clients are not entirely convinced how equipped the agency is 42 23 0 20 40 60 % "very good/world class" agency capability vs. 5 year requirement Agency Client
  120. 120. 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 Purposeful Positioning Total Experience
  121. 121. Over-Performers train more 46 29 0 20 40 60 % who receive >3 days of training per year Over-performers Rest Big Insights Purposeful Positioning Total Experience
  122. 122. … and better 60 48 20 40 60 % who rate quality of training program >6 (scale of 1-10) Over-performers Rest Big Insights Purposeful Positioning Total Experience
  123. 123. Agency2020 Effectiveness Big Insights Purposeful Positioning Total Experience
  124. 124. What can you do Tomorrow? Winning in 2020 … or 2015 Big Insights Purposeful Positioning Total Experience
  125. 125. Lead by Example 71 49 30 50 70 Our agency's senior management sufficently understand social and digital marketing Over-performers Rest
  126. 126. Clients want agency leadership to step up their game 58 41 20 40 60 80 Our agency's senior management sufficently understand social and digital marketing Agency Client
  127. 127. Media leadership is already doing it 55 80 40 60 80 100 Our agency's senior management sufficently understand social and digital marketing Creative Media
  128. 128. Think IMIADA
  129. 129. Think Integration
  130. 130. Not Hand-Off
  131. 131. Think Holistic
  132. 132. Celebrate the Industry
  133. 133. Your Clients Need You
  134. 134. You Have the Talent
  135. 135. You have Proven Ability
  136. 136. You are Admired 69% of consumers think that advertising has the power to change the world* Source: McCann “The Truth About Advertising” – Transformation 2013
  137. 137. You can Complete the Puzzle
  138. 138. So, … What’s Holding You Back?
  139. 139. Go for it!
  140. 140. Thank You marc@effectivebrands.com @mdeswaanarons
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