AGENCIES WILL SURVIVE AND THRIVE BY
PARTNERING WITH the BEST EXISTING
TECHNOLOGY RATHER THAN TRYING TO
BUILD IT THEMSELVES
A WORLD OF PARTNERSHIP WHERE EVERYONE DOES WHAT
THEY ARE BEST AT

TECH COMPANIES
BUILD
TECHNOLOGY

AGENCIES
GET IT
TO MARK...
WE WORK WITH AGENCIES TO HELP THEM AND THEIR
CLIENTS GET INNOVATIVE TECH COMPANIES‟
PRODUCTS TO MARKET
Imagine a virtual assistant as good
as a human
Imagine an antidote to
banner blindness
Imagine helping your
plumbers to CONVERT
CUSTOMERS
Imagine SIDESTEPPING SALESMEN TO
convert at point of sale
Imagine gifting your mates a round
when you can‟t be there
Imagine HELPING MUMS TO
UNDERSTAND new born baby‟s emotion
How we do it
Service

Product

Accelerator:
8 weeks > trial market

Marketplace:
Match existing tech to brand issues
TECH TO TRIAL MARKET
Accelerator
ADAPTING:
OUR BELIEF ON HOW AGENCIES
CAN SURVIVE AND THRIVE
Agencies will survive and thrive
by partnering with the best
existing technology rather than
trying to build it themselves
CLEARLY the current model SUCKS
THE MACRO SHIFTS MAKE “same old”
LESS viable
Society: Abundant Information

Technology: Software eating the world

Talent:...
THE AGENCY‟S ADPATED ROLE
fROM

TO

COMMS

PRODUCTS AND SERVICES

HUMANS

SOFTWARE

BUILDING TECHNOLOGY

SELLING EXISTING ...
building bespoke is a barrier for agencies
doing stuff
BUILDING BESPOKE

HIGH RISK, HIGH COST

REPURPOSING EXISTING

LOW C...
Especially with the glut of supply
A NEW MODEL
IMAGINE A WORLD WHERE EVERY BRIEF WITH A “PRODUCT AND
SERVICE” RESPONSE

Communications

Existing products and
services
IMAGINE THE UPSIDES FOR THE
AGENCIES
More upstream through access to problems you aren‟t
considered for
Less „cognitive wa...
AGENCIES WILL SURVIVE AND THRIVE BY
PARTNERING WITH the BEST EXISTING
TECHNOLOGY RATHER THAN TRYING TO
BUILD IT THEMSELVES
The IPA Adaptahon: Agencies need to adapt by partnering with the best innovative tech companies
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The IPA Adaptahon: Agencies need to adapt by partnering with the best innovative tech companies

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THE IPA ADAPTATHON. The Bakery ran an adapt lab for the IPA. This was the contention. The economics of supply and demand (theres a surplus of great tech companies) plus open innovation (the fact that no-one can have the best talent in their building) plus Client demand means Agencies will need to sell existing technology instead of always building from scratch

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  • The Bakery is a marketplace that finds the best tech to solve brand problems
  • The Bakery is a marketplace that finds the best tech to solve brand problems
  • We are going to present you a model which we think the time is now forIt’s a provocation. You don’t have to buy it But we think you should
  • We are going to present you a model which we think the time is now forIt’s a provocation. You don’t have to buy it But we think you should
  • We are going to present you a model which we think the time is now forIt’s a provocation. You don’t have to buy it But we think you should
  • The IPA Adaptahon: Agencies need to adapt by partnering with the best innovative tech companies

    1. 1. AGENCIES WILL SURVIVE AND THRIVE BY PARTNERING WITH the BEST EXISTING TECHNOLOGY RATHER THAN TRYING TO BUILD IT THEMSELVES
    2. 2. A WORLD OF PARTNERSHIP WHERE EVERYONE DOES WHAT THEY ARE BEST AT TECH COMPANIES BUILD TECHNOLOGY AGENCIES GET IT TO MARKET
    3. 3. WE WORK WITH AGENCIES TO HELP THEM AND THEIR CLIENTS GET INNOVATIVE TECH COMPANIES‟ PRODUCTS TO MARKET
    4. 4. Imagine a virtual assistant as good as a human
    5. 5. Imagine an antidote to banner blindness
    6. 6. Imagine helping your plumbers to CONVERT CUSTOMERS
    7. 7. Imagine SIDESTEPPING SALESMEN TO convert at point of sale
    8. 8. Imagine gifting your mates a round when you can‟t be there
    9. 9. Imagine HELPING MUMS TO UNDERSTAND new born baby‟s emotion
    10. 10. How we do it Service Product Accelerator: 8 weeks > trial market Marketplace: Match existing tech to brand issues
    11. 11. TECH TO TRIAL MARKET Accelerator
    12. 12. ADAPTING: OUR BELIEF ON HOW AGENCIES CAN SURVIVE AND THRIVE
    13. 13. Agencies will survive and thrive by partnering with the best existing technology rather than trying to build it themselves
    14. 14. CLEARLY the current model SUCKS
    15. 15. THE MACRO SHIFTS MAKE “same old” LESS viable Society: Abundant Information Technology: Software eating the world Talent: The rise of open innovation
    16. 16. THE AGENCY‟S ADPATED ROLE fROM TO COMMS PRODUCTS AND SERVICES HUMANS SOFTWARE BUILDING TECHNOLOGY SELLING EXISTING TECHNOLOGY TIME BASED MODELS “LICENSING PLUS” MODELS
    17. 17. building bespoke is a barrier for agencies doing stuff BUILDING BESPOKE HIGH RISK, HIGH COST REPURPOSING EXISTING LOW COST / LOW RISK Nb £50k is suggested budget to set aside
    18. 18. Especially with the glut of supply
    19. 19. A NEW MODEL
    20. 20. IMAGINE A WORLD WHERE EVERY BRIEF WITH A “PRODUCT AND SERVICE” RESPONSE Communications Existing products and services
    21. 21. IMAGINE THE UPSIDES FOR THE AGENCIES More upstream through access to problems you aren‟t considered for Less „cognitive wastage‟ New revenue streams – more services Possibility on being „cut in‟ on the licensing
    22. 22. AGENCIES WILL SURVIVE AND THRIVE BY PARTNERING WITH the BEST EXISTING TECHNOLOGY RATHER THAN TRYING TO BUILD IT THEMSELVES

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