Agencies must adapt or die


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  • Ideas that are created ‘with’ your consumers Where they become a part of the idea And they give it a life beyond the media campaign This requires: Understanding their world Identifying the opportunity for the brand or cause to become a part of it
  • Agencies must adapt or die

    1. 1. AGENCIES MUST ADAPT OR DIE<br />Craig Harries<br />Head of Planning<br />July 2011<br />
    2. 2. The process we use to develop advertising has been the same for over 50 years<br />Highly trained researchers and planners unearth consumer attitudes and motivations<br />Planners create a brand strategy that is founded on a unique attribute or brand personality<br />Creatives then bring this to life to engage a passive audience<br />Consumers are used as a sounding board, but are rarely trusted to contribute creatively<br />
    3. 3. So why change?<br />
    4. 4. Conventional ‘inside out’ approach has limitations<br />
    5. 5. 1. Knowledge is edited and selectively passed on – things can get lost<br />
    6. 6. 2. Ads are written by people with no connection to the people they’re trying to influence<br />
    7. 7. 3. Advertising is broadcast by nature; impersonal and inefficient<br />
    8. 8. The uncomfortable truth<br />“By the end of this decade, power and influence will shift largely to those people with the best reputations and trust networks, from people with money and nominal power. Everyone gets a chance to participate in large or small ways, giving a voice to the silent majority”<br />Craig Newmark, <br />founder of Craigslist, April 2010<br />
    9. 9. Remember this?<br />
    10. 10. And this?<br />
    11. 11. What’s the better way?<br />
    12. 12. We need to get CLOSER to our consumers and let them be an integral part of the brand<br />
    13. 13. If we want them to truly love our brands, we need to let them help create them<br />“People support that which they create”<br />Dr. Nick Georgiades, Birkbeck College<br />
    14. 14. CO-CREATION<br />Using workshops and social media as a means of giving consumers a voice<br />
    15. 15. Co-creating with the consumer from start to finish<br />Recruit<br />Recruit consumers to participate in communities and engage them over weeks or months, rather than one-off interventions<br />Explore<br />The process of exploring their relationship with the category and brands creates insights and creative ideas<br />Constantly recycle, rework and rebuild ideas<br />Validate<br />Consumer communities then validate and build<br />Create<br />Creative teams have creative springboards to explore<br />
    16. 16. The real question is: how will the role of experts change?<br />The age of the lonely guru is over<br />We need experts that are more:<br />Intuitive<br />Responsive<br />Observant<br />Collaborative<br />Open-minded<br />(And know how to harness the power of many)<br />So why do we need agencies?<br />
    17. 17. Co-creation is a buzzword, but it’s not a fad<br />
    18. 18. Being closer to the consumer means you can speed things up<br />A far shorter planning window<br />Spot and pounce on opportunities as they arise<br />Demands client and agency embrace change<br />Which is challenging... and liberating<br />
    19. 19. This requires a totally new approach<br />
    20. 20. The Crowd<br />TM<br />Pulsar<br />Your Crowd<br />Econometric <br />Modelling<br />TM<br />Pulsar<br />I%’ers<br />TM<br />Pulsar<br />TM<br />Pulsar<br />- Proprietary tool to monitor social media<br />
    21. 21. Switches the focus from the business to the consumer<br />
    22. 22. There are many benefits of this approach<br />Increased chances of commercial success<br />Advocacy<br />Clarity<br />Speed<br />
    23. 23. We can use Collaborative creativity to:<br />Generate consumer insights<br />Develop an existing brand idea<br />Establish fan bases for brands amongst key groups<br />Develop an effective social media strategy<br />Help develop new products and services<br />Establish the brand idea throughout the business and turn it into an organising idea that defines and drives the actions of the business<br />Applications<br />
    24. 24. BIG<br />CREATIVE<br />IDEAS<br />BIG<br />SOCIAL<br />IDEAS<br />This will lead to different kinds of ideas<br />An idea with Social Currency<br />That people want to play with, share and develop, so that it endures long after the media budget runs out<br />
    25. 25. Does this mean marketers and agencies are losing control?<br />It’s about giving your consumers a greater say in the solution – not putting your brand in the hands of novices<br />Making consumers feel part of the brand – and really listening to them<br />Ensuring that the values and equity of your brand is brought to life in a way that is highly relevant to consumers<br />
    26. 26. Drawing up a new contract between brands and consumers<br />Break with the past<br />Create a new model where consumers take a stake in the brands they love<br />At Farm we are taking this thinking further, and have become a founding member of a collection of organisations, academics and individuals who believe in doing things ‘with’ people rather than ‘at’ people <br />
    27. 27.
    28. 28. AGENCIES MUST ADAPT OR DIE<br />Craig Harries<br />Head of Planning<br />July 2011<br />