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4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
4A's Transformation 2014 - March 18 - Phil Cowdell
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4A's Transformation 2014 - March 18 - Phil Cowdell

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How to Get to 2020? Evolutionary Baby Steps or Revolutionary Radical Changes? …

How to Get to 2020? Evolutionary Baby Steps or Revolutionary Radical Changes?
Phil Cowdell, President - Client Services, GroupM

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

Published in: Marketing
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  • 1. The Future of Advertising: “Can incremental improvement deliver the Agencies’ future or is reinvention imperative?”
  • 2. What is the PROBLEM we are trying to solve? “Ensuring our businesses can be viable and profitable as well as fun and purposeful”
  • 3. CONTEXT: Everybody knows things are changing…. • Consumer behavior • Tech innovation • Media fragmentation & reinvention • Content anytime anywhere any device • Data scale, complexity and speed • Privacy and confidentiality • New trading models • Disintermediation • P&L pressure & investment timelines • Accountability needs & expectations • Changing business models • etc
  • 4. CONTEXT: …less clear on when the change becomes unavoidable…. “Do I have to address this within my tenure or can we hold off until I’m safely (profitably) retired and its someone else’s problem?”
  • 5. CONTEXT: …less clear on when the change becomes inevitable…. • For lean forward adopters…which client sectors will move first; and what will it look like? – First movers: direct-response transactional industries (finance, travel, etc) – Slower migration sectors with less definitive or timely cause-effect linkages • Key accelerant = “Closed loop outcomes”
  • 6. MACHINE MACHINE PERSON PERSON I N P U T I N P U T Interaction CONSTRUCT 1:
  • 7. $ High cost ad units …………………………….Low cost ad units Volumeofadunits Legacy pattern Long tail CHECK-POINT: What is the current distribution of ad-units? $50k 5c$5mm
  • 8. But how do buyers become 1,000x (or 1mmx ) more efficient…? What does a planner do when plans dynamically evolve? Annual Billings per Buyer Average Ad Buy Unit Units per Head per year $ 10,000,000 $ 50,000 200.00 $ 10,000,000 $ 5,000 2,000.00 $ 10,000,000 $ 50 200,000.00 CALCULUS: ‘the mathematical study of change’
  • 9. Mass events 1:1 Messages High cost ad units …………………………….Low cost ad units VolumeofadunitsVolumeofadunits Legacy pattern What is the evolving distribution of ad-units?
  • 10. MACHINE MACHINE PERSON PERSON Transaction I N P U T F E E D B A C K I N P U T F E E D B A C K Discussion CONSTRUCT 2:
  • 11. High cost ad units …………………………….Low cost ad units Volumeofadunits Legacy pattern Mass events 1:1 Messages Volumeofadunits
  • 12. High cost ad units …………………………….Low cost ad units Volumeofadunits Socially scaled events; with fully integrated marketing programs 1:1 messaging: executed at speed & scale (highly automated) Mass MOVEMENTS Personal MOMENTS
  • 13. COMPARABLES: Learning from others? • Which industries have already reinvented? Why? How? – Wall St – Hollywood – Retail – Travel – Tech – etc • What can we learn from others? • What could our journey look like?
  • 14. Concept:
  • 15. Ated
  • 16. COMPONENTS OF CHANGE: • From….To • Finding the optimal ‘people:machine’ balance
  • 17. LOOK FAMILIAR?
  • 18. CROSS-DISCIPLINARY ‘DESIGN’ TEAMS INITIATING
  • 19. High cost ad units …………………………….Low cost ad units Volumeofadunits Socially scaled events; with fully integrated marketing programs 1:1 messaging: executed at speed & scale (highly automated) Mass MOVEMENTS Personal MOMENTS
  • 20. High cost ad units …………………………….Low cost ad units Volumeofadunits Socially scaled events; with fully integrated marketing programs 1:1 messaging: executed at speed & scale (highly automated) Mass MOVEMENTS Personal MOMENTS
  • 21. Ated EXECUTED AT SPEED/SCALE (AI+MACHINE LEARNING)
  • 22. Concept: “MISSION CONTROL” & REALTIME DATA VISUALIZATION
  • 23. Implications: UNDERSTANDING THE “WHY?” AND WHAT TO DO NEXT
  • 24. LEADING TO RAPID PROTOYTPING & CONTINUAL IMPROVEMENT
  • 25. CHALLENGE: What is the PROBLEM we are trying to solve? To what extent this new construct can deliver against the four dimensions of the business problem? Are the dimensions equally resolved or in conflict? What are the side-effects and challenges that will be triggered by executing this new mental and physical model? How should these side-effects be offset or resolved? What may be better constructs? Multiple versions, experimentation, then rationalization around new norms
  • 26. When it comes to the future – there are three kinds of people; those who let it happen, those who make it happen and those who wonder what happened? John M Richardson Jr

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