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

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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.

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

  1. 1. THE WAY FORWARD > Bob Greenberg Chairman/CEO/Chief Creative Officer Barry Wacksman EVP, Chief Growth Officer
  2. 2. 2009: PERFECT STORM
  3. 3. TECHNOLOGY + RECESSION
  4. 4. ALL INDUSTRIES CHALLENGED
  5. 5. MUSIC
  6. 6. PUBLISHING
  7. 7. ENTERTAINMENT
  8. 8. ADVERTISING
  9. 9. LAST 9 MONTHS vs. LAST 9 YEARS
  10. 10. CLIENTS: CUTTING BUDGETS SQUEEZING AGENCIES
  11. 11. AGENCIES: COMMODITIZATION REINVENTION
  12. 12. COMPLEXITY
  13. 13. YESTERDAY NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE WAKE UP GO TO SLEEP
  14. 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. 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. 16. WHAT DO WE DO? HOW DO WE DO IT?
  17. 17. COMMODITIZATION
  18. 18. INNOVATION
  19. 19. THE CAMPAIGN
  20. 20. CAMPAIGNS COME AND GO
  21. 21. THE CAMPAIGN CYCLE CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN AUDIENCE TIME
  22. 22. PLATFORMS: BUILT TO LAST
  23. 23. WHAT IS A PLATFORM? ROOTED IN UTILITY INTEGRATES INTO DAILY LIFE BECOMES “OWNED” MEDIA TRIGGERS “EARNED” MEDIA
  24. 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. 25. IMPACT 200,000,000+ MILES 160+ COUNTRIES 3 VISITS PER WEEK AVERAGE
  26. 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. 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. 28. PLATFORMS + CAMPAIGNS AUDIENCE TIME
  29. 29. PLATFORMS + CAMPAIGNS AUDIENCE TIME
  30. 30. HOW DO WE DO IT?
  31. 31. TECHNOLOGY CONSUMERS AGENCIES
  32. 32. ANALOG AGENCY MODEL ACCOUNT MANAGEMENT ON YWRITING G ART DIRECTIO DIA COPY MED
  33. 33. ANALOG AGENCY MODEL ACCOUNT MANAGEMENT ON COPYWRITING G ART DIRECTIO DIA MED
  34. 34. COPYWRITING G COPYWRITINGG ACCOUNT ART DIRECTIO ON MANAGEMENT ACCOUNT ART DIRECTIO ON MANAGEMENT MED DIA MED DIA ANALOG AGENCY MODEL
  35. 35. ANALOG AGENCY MODEL ACCOUNT ACT MANAGEMENT MGT ON COPYWRITING G ART DIRECTIO NNING DIA PLAN MED
  36. 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. 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. 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. 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. 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. 41. TECHNOLOGY CONSUMERS AGENCIES THE AGENCY FOR THE DIGITAL AGETM
  42. 42. THE AGENCY FOR THE DIGITAL AGE TM
  43. 43. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS
  44. 44. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS INTERACTION DESIGN COPYWRITING VISUAL DESIGN
  45. 45. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS INTERACTION DESIGN COPYWRITING VISUAL DESIGN TECHNOLOGY
  46. 46. THE AGENCY FOR THE DIGITAL AGE TM PLANNING CONNECTIONS ANALYTICS INTERACTION DESIGN COPYWRITING VISUAL DESIGN TECHNOLOGY
  47. 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. 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. 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. 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. 51. THE AGENCY FOR THE DIGITAL AGE TM
  52. 52. THE AGENCY FOR THE DIGITAL AGE TM
  53. 53. THE AGENCY FOR THE DIGITAL AGE TM PLATFORMS CAMPAIGNS
  54. 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. 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. 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. 57. DIVERSITY OF OUTPUT
  58. 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. 59. OTHER MODELS
  60. 60. CRISPIN GOODBY
  61. 61. DRAFTFCB DIGITAS RAPP WUNDERMAN
  62. 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. 63. WHO MAKES IT?
  64. 64. THE RIGHT TALENT
  65. 65. THINKING DOING
  66. 66. THINKING STORY SYSTEM DOING
  67. 67. THINKING STORY SYSTEM DOING
  68. 68. THINKING STORY SYSTEM DOING
  69. 69. THINKING STORY SYSTEM DOING
  70. 70. THINKING STORY SYSTEM DOING
  71. 71. GS thinking story system making
  72. 72. CP+B thinking story system making
  73. 73. R/GA thinking story system making
  74. 74. THE RIGHT TALENT THE TALENT GAP UNIVERSITIES DEMOCRATIZATION
  75. 75. THE WAY FORWARD >
  76. 76. THANK YOU
  77. 77. Q+A

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