Mirren Conference: The Way Forward, Bob Greenberg (R/GA)

  • 3,516 views
Uploaded on

There has never been a period quite like this. The simultaneous impact of technology and the global economic downturn have completely disrupted the agency industry. Bob Greenberg and Barry Wacksman …

There has never been a period quite like this. The simultaneous impact of technology and the global economic downturn have completely disrupted the agency industry. Bob Greenberg and Barry Wacksman discuss specifically what has changed and the implications to agency business models and service offerings.

You will not want to miss this keynote address that completely changes the way you look at your agency – and the future viability of your agency.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • really digital at heart - cool!
    Are you sure you want to
    Your message goes here
  • cool
    Are you sure you want to
    Your message goes here
  • Very clear presentation.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
3,516
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
3
Comments
3
Likes
54

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. THE WAY FORWARD > Bob Greenberg Chairman/CEO/Chief Creative Officer Barry Wacksman EVP, Chief Growth Officer
  • 2. 2009: PERFECT STORM
  • 3. TECHNOLOGY + RECESSION
  • 4. ALL INDUSTRIES CHALLENGED
  • 5. MUSIC
  • 6. PUBLISHING
  • 7. ENTERTAINMENT
  • 8. ADVERTISING
  • 9. LAST 9 MONTHS vs. LAST 9 YEARS
  • 10. CLIENTS: CUTTING BUDGETS SQUEEZING AGENCIES
  • 11. AGENCIES: COMMODITIZATION REINVENTION
  • 12. COMPLEXITY
  • 13. YESTERDAY NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE WAKE UP GO TO SLEEP
  • 14. SMS FORUMS MICRO-BLOGGING VIDEOGAMES EMAILS PODCASTS WAP BROWSING YESTERDAY TODAY SATELLITE RADIO WEB APPLICATIONS DVR RSS FEEDS PEER-TO-PEER NETWORKS MOBILE APPS MMORPGs VLOGS CLOUD SERVICES E-READERS WIKIS MOBILE ALERTS SOCIAL NETWORKING SITES WEB VIDEOS BLOGS NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE WAKE UP GO TO SLEEP
  • 15. The advertising industry “is not going to be is the same. It's not going to be in 30-second TV ads; it's not going to be in newspaper or magazine ads; it's going to be in Russia, India, China, India China Vietnam ... and digital " digital." Martin Sorrell Chief Executive, WPP Group PLC Wall Street Journal, 8/27/09
  • 16. WHAT DO WE DO? HOW DO WE DO IT?
  • 17. COMMODITIZATION
  • 18. INNOVATION
  • 19. THE CAMPAIGN
  • 20. CAMPAIGNS COME AND GO
  • 21. THE CAMPAIGN CYCLE CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN AUDIENCE TIME
  • 22. PLATFORMS: BUILT TO LAST
  • 23. WHAT IS A PLATFORM? ROOTED IN UTILITY INTEGRATES INTO DAILY LIFE BECOMES “OWNED” MEDIA TRIGGERS “EARNED” MEDIA
  • 24. NIKE RUNNING: A HISTORY MARKET SHARE 1971 70’s 80’s 90’s 2000-2006 Nike Early Dominance New Market Share Founded Growth & Diversification Competition Erosion
  • 25. IMPACT 200,000,000+ MILES 160+ COUNTRIES 3 VISITS PER WEEK AVERAGE
  • 26. We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers. People are coming into Nike+ on average three times a week. So we’re not having to go to them. Trevor Edwards VP Global Brand, Nike Inc. The New York Times, 10/14/07
  • 27. Nike captured 56 7% of the $3 6 billion 56.7% $3.6 U.S. running-shoe market through the seven months ending in August 2007 2007, compared with 47.4% in 2006. No question, Nike Plus is one of the primary drivers of the company's company s running growth this year. Competitors New Balance, Asics and Adidas have lost market share in running shoes. TIME Magazine, 10/4/07
  • 28. PLATFORMS + CAMPAIGNS AUDIENCE TIME
  • 29. PLATFORMS + CAMPAIGNS AUDIENCE TIME
  • 30. HOW DO WE DO IT?
  • 31. TECHNOLOGY CONSUMERS AGENCIES
  • 32. ANALOG AGENCY MODEL ACCOUNT MANAGEMENT ON YWRITING G ART DIRECTIO DIA COPY MED
  • 33. ANALOG AGENCY MODEL ACCOUNT MANAGEMENT ON COPYWRITING G ART DIRECTIO DIA MED
  • 34. COPYWRITING G COPYWRITINGG ACCOUNT ART DIRECTIO ON MANAGEMENT ACCOUNT ART DIRECTIO ON MANAGEMENT MED DIA MED DIA ANALOG AGENCY MODEL
  • 35. ANALOG AGENCY MODEL ACCOUNT ACT MANAGEMENT MGT ON COPYWRITING G ART DIRECTIO NNING DIA PLAN MED
  • 36. COPYWRITING G ACCOUNT ART DIRECTIO ON MANAGEMENT PLAN NNING COPYWRITING G ACCOUNT ART DIRECTIO ON MANAGEMENT PLAN NNING MED DIA ACT MGT MED DIA ACT MGT
  • 37. COPYWRITING G ACCOUNT ON ART DIRECTIO MANAGEMENT PLAN NNING DIRE ECT ACT MGT INTE ERACTIVE ACT MGT BRA ANDING ACT MGT EVEN NTS ACT MGT CURRENT AGENCY MODEL PR ACT MGT MED DIA ACT MGT
  • 38. CURRENT AGENCY MODEL ACCOUNT ACT ACT ACT ACT ACT ACT MANAGEMENT MGT MGT MGT MGT MGT MGT ON COPYWRITING G ART DIRECTIO ERACTIVE ANDING NNING NTS ECT DIA PLAN EVEN DIRE MED INTE BRA PR PRODUCTION O C O COMPANIES
  • 39. CURRENT AGENCY MODEL VP of VP of VP of VP of VP of VP of VP of ADVERTISING CRM eCOMM DESIGN PROMO COMM MEDIA ACCOUNT ACT ACT ACT ACT ACT ACT MANAGEMENT MGT MGT MGT MGT MGT MGT ON COPYWRITING G ART DIRECTIO ERACTIVE ANDING NNING NTS ECT DIA PLAN EVEN DIRE MED INTE BRA PR PRODUCTION O C O COMPANIES
  • 40. CURRENT AGENCY MODEL VP of VP of VP of VP of VP of VP of VP of ADVERTISING CRM eCOMM DESIGN PROMO COMM MEDIA ACCOUNT ACT ACT ACT ACT ACT ACT MANAGEMENT MGT MGT MGT MGT MGT MGT CLIENT TEAM TEAM TEAM TEAM TEAM TEAM TEAM ON COPYWRITING G ART DIRECTIO ERACTIVE ANDING NNING NTS ECT DIA PLAN EVEN DIRE MED INTE BRA PR PRODUCTION O C O COMPANIES
  • 41. TECHNOLOGY CONSUMERS AGENCIES THE AGENCY FOR THE DIGITAL AGETM
  • 42. THE AGENCY FOR THE DIGITAL AGE TM
  • 43. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS
  • 44. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS INTERACTION DESIGN COPYWRITING VISUAL DESIGN
  • 45. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS INTERACTION DESIGN COPYWRITING VISUAL DESIGN TECHNOLOGY
  • 46. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS INTERACTION DESIGN COPYWRITING VISUAL DESIGN TECHNOLOGY
  • 47. PLANNING G CONNECT TIONS A ANALYTIC CS INTERACT TION DESIGN ACCOUNT / PRODUCTION COPYWRI ITING V VISUAL DESIGN T TECHNOL LOGY THE AGENCY FOR THE DIGITAL AGE TM
  • 48. PLANNING G CONNECT TIONS A ANALYTIC CS INTERACT TION DESIGN ACCOUNT / PRODUCTION COPYWRI ITING V VISUAL DESIGN T TECHNOL LOGY THE AGENCY FOR THE DIGITAL AGE TM
  • 49. PLANNING G CONNECT TIONS A ANALYTIC CS DIGITAL STUDIO INTERACT TION DESIGN ACCOUNT / PRODUCTION COPYWRI ITING V VISUAL DESIGN T TECHNOL LOGY THE AGENCY FOR THE DIGITAL AGE TM
  • 50. PLANNING CON NNECTION NS ANA ALYTICS DIGITAL STUDIO INTE ERACTION DESIGN N ACCOUNT / PRODUCTION COP PYWRITING G VISU DESIG UAL GN TECHNOLOGY Y THE AGENCY FOR THE DIGITAL AGE TM
  • 51. THE AGENCY FOR THE DIGITAL AGE TM
  • 52. THE AGENCY FOR THE DIGITAL AGE TM
  • 53. THE AGENCY FOR THE DIGITAL AGE TM PLATFORMS CAMPAIGNS
  • 54. THE AGENCY FOR THE DIGITAL AGE TM CEO / CMO / SENIOR CLIENT TEAM ACCOUNT / PRODUCTION SIGN INTERACTION DES VISUAL DESIGN TIONS RITING LOGY CS NG CONNECT ANALYTIC TECHNOL D PLANNIN COPYWR DIGITAL STUDIO
  • 55. PLANNIN NG CONNECT TIONS ANALYTIC CS DIGITAL STUDIO P PLANNINGSIGN INTERACTION DES G ACCOUNT / PRODUCTION COPYWR RITING IONS C CONNECTI D VISUAL ANALYTICS A DESIGN S DIGITAL STUDIO TECHNOL IN NTERACTI DESIG LOGY ION GN ACCOUNT / PRODUCTION C COPYWRIT TING V VISUAL DE ESIGN THE AGENCY FOR THE DIGITAL AGE TM T TECHNOLO OGY
  • 56. THE AGENCY FOR THE DIGITAL AGE TM ACCOUNT / PRODUCTION MOBILE GN NTERACTI DESIG SOCIAL ESIGN RETAIL TING OGY ION TECHNOLO ANALYTICS S COPYWRIT VISUAL DE PLANNING G PRODUCTS MEDIA BRANDS S IN M C A P T V DIGITAL STUDIO
  • 57. DIVERSITY OF OUTPUT
  • 58. COMMUNICATIONS CAMPAIGNS MESSAGES / MEDIA SHORT- LIVED RELATIONSHIPS PROGRAMS DIALOGUE / CHANNELS / COMMUNITIES ONGOING- ITERATIVE SYSTEMS OF INTERACTION PLATFORMS SERVICE / PRODUCTS / APPLICATIONS / INTERFACES LONGER-LASTING
  • 59. OTHER MODELS
  • 60. CRISPIN GOODBY
  • 61. DRAFTFCB DIGITAS RAPP WUNDERMAN
  • 62. WHAT DO THEY DO? HOW DO THEY DO IT? CRISPIN Campaigns Creative in-house GOODBY Production out-of-house Creative in-house DRAFTFCB Campaigns + Analytics in-house RAPP Programs Production out-of-house R/GA Campaigns + Creative in house in-house AKQA Programs + Analytics in-house RAZORFISH Platforms Production in-house
  • 63. WHO MAKES IT?
  • 64. THE RIGHT TALENT
  • 65. THINKING DOING
  • 66. THINKING STORY SYSTEM DOING
  • 67. THINKING STORY SYSTEM DOING
  • 68. THINKING STORY SYSTEM DOING
  • 69. THINKING STORY SYSTEM DOING
  • 70. THINKING STORY SYSTEM DOING
  • 71. GS thinking story system making
  • 72. CP+B thinking story system making
  • 73. R/GA thinking story system making
  • 74. THE RIGHT TALENT THE TALENT GAP UNIVERSITIES DEMOCRATIZATION
  • 75. THE WAY FORWARD >
  • 76. THANK YOU
  • 77. Q+A