A presentation exploring the evolution of creative agencies, where we are now, how we got here, and where we go next.
Rooted in this original article published on AdAge in 2015:
http://adage.com/article/agency-viewpoint/agencies-transform-a-generation-clients/301541/
4. SOMETHING BIG HAS HAPPENED.
UNLIKE ANYTHING WE’VE EVER SEEN BEFORE.
THE RULES HAVE CHANGED.
5. Navigating the next industrial revolution
Revolution Year Information
1784
1870
1969
?
1
Division of labour, electricity, mass production2
3
4
Steam, water, mechanical production equipment
Electronics, IT, automated production
Cyber-physical systems
Source: http://www.weforum.org/agenda/2016/01/the-fourth-industrial-revolution-what-it-means-and-how-to-respond
6. “We have to compete in a new way
that we've never experienced in the past”
– Kwon Oh Hyun, Co-CEO, Samsung
10. 70% OF THE FORTUNE 1000 FROM 15
YEARS AGO ARE NO LONGER ON THE LIST
11. BY 2027 75% OF THE S&P
500 WILL BE REPLACED
Source: http://www.innosight.com/innovation-resources/strategy-innovation/creative-destruction-whips-through-corporate-america.cfm
24. Scale & Uniformity
Inability to innovate and be progressive
Unable to respond in real time
to an ever changing world
Complex infrastructures, process’ and layers
Talent & Capability Gaps
Ineffective Remuneration model
Linear Thinking
Won’t sell what they can’t do
Too big
Too slow
Uncollaborative culture
Focus on work, not value
AGENCY 2.0 ISSUESSYMPTOM
EFFECT
25. What if the scale and
uniformity that has
made ad agencies
iconic and essential
in the past is exactly
what makes them
vulnerable now?
Can model 2.0
agencies introduce
new ways of working
faster than their
dated infrastructure
declines?
What if the next
generation of client
doesn't want to foot
the bill of dismantling
and transforming a
company built to work
in a pre-digital world?
1 2 3
AGENCY 2.0 BIG QUESTIONS
30. Scale & Uniformity
Inability to innovate and be progressive
Unable to respond in real time
to an ever changing world
Complex infrastructures, process’ and layers
Talent & Capability Gaps
Ineffective Remuneration model
Linear Thinking
Won’t sell what they can’t do
Too big
Too slow
Uncollaborative culture
Focus on work, not value
AGENCY 2.0 ISSUES
Scale & Uniformity
Inability to innovate and be progressive
Unable to respond in real time
to an ever changing world
Complex infrastructures, process’ and layers
Talent & Capability Gaps
Ineffective Remuneration model
Linear Thinking
Won’t sell what they can’t do
Too big
Too slow
Uncollaborative culture
Focus on work, not value
WILL THE NEXT GENERATION CLIENT BUY AGENCY 2.0 ISSUES?SYMPTOM
EFFECT
46. REMUNERATION OPERATIONS PROCESS TALENT TOOLS
BILL FOR VALUE,
NOT WORK.
STOP THE
GLORIFICATION
OF BUSY
INCENTIVIZE
OUTPUTS, NOT
INPUTS
FORGET WHAT
YOU KNOW,
LEAVE THE OLD
MODEL BEHIND
HIRE
DIFFERENTLY
INVEST IN NEW
SKILLS
BE MORE
EFFICIENT.
EMBRACE NEW
TOOLS. THEY
WORK.
48. REMUNERATION OPERATIONS PROCESS TALENT TOOLS
PAY FOR VALUE
ADDED, NOT
WORK DONE.
INCENTIVIZE
OUTPUTS, NOT
INPUTS
CHALLENGE
PROCUREMENT
TO EMBRACE
NEW WAYS OF
WORKING
INVEST IN
AGENCIES BUILT
FOR TODAY &
TOMORROW
EMBRACE NEW
TOOLS. THEY
WORK.
49. DOING THINGS THE WAY YOU’VE
ALWAYS DONE THEM IS THE HIGHEST
RISK STRATEGY FOR TODAY