0
What’s right and
  wrong with working
  with agencies

  Chris Thorpe
  twitter:jaggeree

  Mat Clayton*
  twitter:matclay...
<rant>



What's right and wrong with working with agencies
not eyeballs




What's right and wrong with working with agencies
analytics




What's right and wrong with working with agencies
lost in translation




What's right and wrong with working with agencies
overpromising




What's right and wrong with working with agencies
meme hijacking




What's right and wrong with working with agencies
prevented from going “viral”




What's right and wrong with working with agencies
viral is a myth




What's right and wrong with working with agencies
“If you behave
like a disease,
people develop
an immune system”
>Kevin Marks, Google




What's right and wrong with worki...
Agency massmedius



What's right and wrong with working with agencies
1977 : 28 million viewers



What's right and wrong with working with agencies
What's happened in the 20th century was
the anomaly, I think. We're actually seeing
a reversion to a very common and deep
...
<pause>



What's right and wrong with working with agencies
</pause>



What's right and wrong with working with agencies
disintermediation
               In economics, disintermediation is the removal of intermediaries in a supply
            ...
disintermediation




What's right and wrong with working with agencies
disintermediation




What's right and wrong with working with agencies
intermediaries
in recessions




What's right and wrong with working with agencies
</rant>



What's right and wrong with working with agencies
<solutions>



What's right and wrong with working with agencies
What do they do for clients?

> Reduce burden of managing lots of relationships

> Understand long term strategy

> Safe p...
What do they do for us?

 > Reduce risk?

 > New clients

 > Business development

 > Ability to weave cross media campaig...
What must we do? Agencies

> No more free pitches to agencies

> Being more involved in the pitch where possible

> Overpr...
What must we do? Clients

> Plain English not geekspeak

> Educate clients as part of all we do

> Make events more client...
</solutions>



What's right and wrong with working with agencies
Questions?


Mat Clayton                                         Chris Thorpe
mat@wakari.com                              ...
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Mat Clayton & Chris Thorpe

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Transcript of "Mat Clayton & Chris Thorpe"

  1. 1. What’s right and wrong with working with agencies Chris Thorpe twitter:jaggeree Mat Clayton* twitter:matclayton What's right and wrong with working with agencies
  2. 2. <rant> What's right and wrong with working with agencies
  3. 3. not eyeballs What's right and wrong with working with agencies
  4. 4. analytics What's right and wrong with working with agencies
  5. 5. lost in translation What's right and wrong with working with agencies
  6. 6. overpromising What's right and wrong with working with agencies
  7. 7. meme hijacking What's right and wrong with working with agencies
  8. 8. prevented from going “viral” What's right and wrong with working with agencies
  9. 9. viral is a myth What's right and wrong with working with agencies
  10. 10. “If you behave like a disease, people develop an immune system” >Kevin Marks, Google What's right and wrong with working with agencies
  11. 11. Agency massmedius What's right and wrong with working with agencies
  12. 12. 1977 : 28 million viewers What's right and wrong with working with agencies
  13. 13. What's happened in the 20th century was the anomaly, I think. We're actually seeing a reversion to a very common and deep human pattern of doing things because we care for each other... >Clay Shirky What's right and wrong with working with agencies
  14. 14. <pause> What's right and wrong with working with agencies
  15. 15. </pause> What's right and wrong with working with agencies
  16. 16. disintermediation In economics, disintermediation is the removal of intermediaries in a supply chain: quot;cutting out the middlemanquot;. Instead of going through traditional distribution channels, which had some type of intermediate (such as a distributor, wholesaler, broker, or agent), companies may now deal with every customer directly, for example via the Internet. One important factor is a drop in the cost of servicing customers directly. Disintermediation initiated by consumers is often the result of high market transparency, in that buyers are aware of supply prices direct from the manufacturer. Buyers bypass the middlemen (wholesalers and retailers) in order to buy directly from the manufacturer and thereby pay less. What's right and wrong with working with agencies
  17. 17. disintermediation What's right and wrong with working with agencies
  18. 18. disintermediation What's right and wrong with working with agencies
  19. 19. intermediaries in recessions What's right and wrong with working with agencies
  20. 20. </rant> What's right and wrong with working with agencies
  21. 21. <solutions> What's right and wrong with working with agencies
  22. 22. What do they do for clients? > Reduce burden of managing lots of relationships > Understand long term strategy > Safe pair of hands > Media buying power What's right and wrong with working with agencies
  23. 23. What do they do for us? > Reduce risk? > New clients > Business development > Ability to weave cross media campaigns > Foot in the door > Reputation What's right and wrong with working with agencies
  24. 24. What must we do? Agencies > No more free pitches to agencies > Being more involved in the pitch where possible > Overpromising does not mean repeat business What's right and wrong with working with agencies
  25. 25. What must we do? Clients > Plain English not geekspeak > Educate clients as part of all we do > Make events more client friendly > More client handling skills What's right and wrong with working with agencies
  26. 26. </solutions> What's right and wrong with working with agencies
  27. 27. Questions? Mat Clayton Chris Thorpe mat@wakari.com chris.thorpe@jaggeree.com twitter: matclayton twitter: jaggeree What's right and wrong with working with agencies
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