The Changing Face Of The Agency_Presentation By Ashok Lalla_President - Digital, Euro RSCG

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Presentation by Ashok Lalla, President - Digital, Euro RSCG - Made at the ClickAsia Summit 2011, Mumbai

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The Changing Face Of The Agency_Presentation By Ashok Lalla_President - Digital, Euro RSCG

  1. 1. The Changing Face Of The Agency
  2. 2. Media Buyers turned agencies Tech Enthusiasts companies turned turnedentrepreneurs agencies Specialists Digital arms of turned mainline generalists agencies Specialist shops
  3. 3. Because... “A brand is no longer what we tell consumers it is. It’s what consumers tell each other it is. ”
  4. 4. digitaladd-onCRMevents ATLbrand
  5. 5. Digital &Agencies SocialClients Consumers
  6. 6. Digital & Consumers Social Agencies ClientsAlways On, 24x7 communication streamsThe new reality of real-time:Actions, Measurement, ResponsesThe closeness of consumers to brands:Close as a Click, Tweet, Like, UpdateTechnology as a crucial enabler of ideasand outreach
  7. 7. Digital & Consumers Social Agencies ClientsWidely connected and always switched onNo longer passive recipients of messages,but creators and carriers insteadEmpathy with communication thatinvolves them, apathy to being ‘talked to’Inclined to support causes, not promotions
  8. 8. Digital & Consumers Social Agencies ClientsDemands on digital to be Marketing driverinstead of being peripheral supportWant sharper integration that goes beyondmere lip service to channels usedExpecting to see Life beyond the ‘Like’Believe Digital can create real business ROIand want to see how
  9. 9. Digital & Consumers Social Agencies ClientsDays of departments & silos are numberedLinear ideation through execution is passéTeams need to include the Client,Consumer & AgencyCampaigns aren’t about clever hooks, butenduring platforms
  10. 10. To A New Agency-Client Culture & Philosophy…
  11. 11. To view video, please click http://bit.ly/i4XJAq
  12. 12. Ashok Lalla Join my Group On President – Digital Euro RSCG ashok.lalla@eurorscg.comA Growing Community of Marketing &Digital Folks From Over 30 Countries @ashoklalla

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