In Search of Ad Agency 2.0

online advertising digital etc… Search In search of digital thinking and ad agency 2.0 S.T.E.P. Turkish Advertising Foundation February 13th, 2007 Cem ARGUN

VW “Crispin Porter Bogusky” Search “Crispin Porter” excels at unconventional approaches, because it is “idea-centric versus being advertising-centric.” Kerri Martin, Director of Brand Innovation, Volkswagen of America Translation: At Crispin Porter, the concept comes first, then the type of ad. February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

IKEA agency.com Search » IKEA hired Agency.com as its lead agency. Not only will the shop handle online responsibilities, it will create print and outdoor ads, too. IKEA said the interactive shop came up with the best campaign idea, involving print, outdoor, online and in-store TV commercials. Agency.com now aims to become IKEA’s main agency in the UK. » Translation: Advertsiers think that the traditional agency organization is outdated. February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Ad Agency Deathwatch Search » Will the ad agency as an institution soon become extinct? » Will advertising specialists be extinct? » Shall we wait and see? » Shall we do something? February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

agencymatic Search February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Ad man Search » What do you do in life? » I’m in advertising. » What kind? » ?? *%&#$@@. » Hmm… Internet? Digital? » We’re shooting mostly TV commercials… » We just do print… » Outdoor is enagaging… » Radio is great… February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

web strikes back Search February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Web 2.0 Search February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Web 2.0 Search Web 1.0 Web 2.0 » DoubleClick » Impression » Google AdSense » Ofoto » Cost per click » Match.com » Flickr » Akamai » Friendster » Britannica » Homepages » BitTorrent » Publishing » Wikipedia » Content Management » Blogs » Directory dependent » Sharing » Directories (taxonomy) » Dial-up » Wikis » Search dependent » Tags (folksonomy) » Broadband February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Joost Social TV Search Ara February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

mobile brodband 3G Search February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

social democrat media Search » Blog » Podcast » Videocast » Wiki » RSS February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

rss paper Search February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

word of mouth Search February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Second Life is the Matrix Search February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Search Hey! Agency, just gimme peace! Quit! February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

agency, ad agency Search » Commissioner, broker… » Intermediate selling ad space… » The world’s most conservative and ‘status quo’ organization » 1950’s paradigm » Ad agency organization chart barely evolved since 1950’s … » Global mutinational pressure » Agencies changing by force! February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

martin sorrell wpp Search » What keeps me awake at night, is the thought that somewhere, there are software engineers working in a garage, probably in Shanghai, who’ll disrupt things as we know it. » Google is the frienemy » I won’t be disintermediated » We spend 20% of our time online, according to Google or Yahoo so by logic, 20% of all dollars should be spent online. Martin Sorrell, CEO @ WPP (A.K.A. GOD) » Share of Digital Media » World 7% » UK 14% » Turkey ?% February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

martin sorrell wpp sweating Search » Google Adwords » Targeted, measurable online ad marketplace » Transparent, fast, effective, value for money » Accountable » Pay per click » Pay per action? » New endeavors for Google » Radio » Outdoor » TV » Newspaper » Cinema » Threat for his media agencies! February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

martin sorrell wpp sweating Search » User generated content / advertising » YouTube.com, Heavy.com, Revver.com, etc… » Mozilla Firefox launch » SuperBowl 2007 ads » Threat for his creative agencies! February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

dogan yayin holding myopia Search » Dogan Yayin Holding targets classified leadership in Europe » DYH acquired Trader Media East’s controlling stake for USD 386 million . TME Revenues 93.3 m € Offline %96 4.0 m € Online %4 97.3 m € Totals February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

google as fast as god Search » Google acquired YouTube in just 6 days » It all happens at Denny’s! » God created the universe in 6 days! Oct 3d, 2006 @ Denny’s Oct. 9th, 2006, 1,65 bn $ February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Google swallow WPP Search » World’s greatest ad agency? » World’s greatest media? » Say again? Search engine? February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

online advertising turkey Search » Your searh - online advertising turkey – did not match a significant industry. » Suggestions: » Question yourself » Proke advertsers » Shake ad agency bosses » Failed? Keep up with half page print, 30” TV… February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

online offline advertising turkey Search » TV is online media’s biggest competitor » 35 million TV audience 16 million web users » USD 1.1 billion // 50% share USD 15-20 million? » 90 min series, 30 min ads Boring banners? » Entertainment? Advertising? February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Cem Argun, look who’s talking Search » Plunged into the industry as early as » Joined Dogus Print Media as VP of Proven success using unconventional methods for magazine publishing and high-school years. Soon suspected that marketing. His team made National Geographic Turkey, by advertising deserved far better than far the most selling consumer magazine in the country terms like “15%”, “rebates”, “30 » Acted as freelance consultant for several online marketing and web projects seconds” & “half-page”. » Co-founded TargetYouth in 2002, with aim of offering a new perspective to the marketing communications industry. » Tried to quench his curiosity by acquiring a diverse experience covering conventional advertising, direct marketing, CRM, online marketing, mobile marketing, demographic marketing. » Proud alumni of Saint Joseph High School, Bilkent University Business School, BBDO, Y&R, Wunderman. » Tried and failed his own interactive agency in 1997, during the first wave. » Team Ford group leader at Wunderman, he integrated advertising, direct marketing & CRM projects. After a successful Ford Focus launch, he led the Zagallo project, the country’s first advergame and guerilla launch for Ford Ka. February 2007, S.T.E.P. © Cem Argun, TargetYouth Turkish Ad Foundation Seminars

Cem Argun Search cargun@TargetYouth.com cargun@gmail.com

In Search of Ad Agency 2.0

by cargun on Jan 25, 2008

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