DAS: The Media Kitchen: The Rise of the Indies
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DAS: The Media Kitchen: The Rise of the Indies

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It was just a few years ago that the industry was riddled with creative shops independent of the Big Four holding companies. Many have argued that agency consolidation goes through a predictable ...

It was just a few years ago that the industry was riddled with creative shops independent of the Big Four holding companies. Many have argued that agency consolidation goes through a predictable cycle. Despite this, Darren Herman of the Media Kitchen believes now’s the time for many new agency startups to blossom. In this hypebusters, he argues that we’re in the midst of the rise of the independent agency.

Presenter: Darren Herman, chief digital media officer, The Media Kitchen @dherman76

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DAS: The Media Kitchen: The Rise of the Indies DAS: The Media Kitchen: The Rise of the Indies Presentation Transcript

  • THEDEATH OF THEINDEPENDENTAGENCY
  • NEW YORK
  • SANFRANCISCO View slide
  • MUMBAI View slide
  • JOHANNESBURG
  • LONDON
  • DUBAI
  • RIYADH
  • 68, 2, 1, 1,400, 150, 740, 320, 712,000 000 000 000 000INDY PUB WPP IPG OMC GOOGLE SEARCH RESULTS OCT 2012
  • THE DEATH IS GREATLY EXAGGERATED.
  • AREAGENCIES GOOD A BUISNESS?
  • - 38. 18. 24. 9. 94 54 97 43 % % % %68, 2, 1, 1,400, 150, 740, 320, 712,000 000 000 000 000INDY PUB WPP IPG OMC ADJUSTED FOR S&P 500, OCT’11-OCT 8’12
  • THEY WIN A DIGIDAY AWARD & THE AGENCY GOES THRU EXPONENTIAL GROWTH THEY DECIDE TO LEAVE AGENCY BECAUSE ITS TOO BIG AND THEY AREN’T FEELING VALUED3 PEOPLE MEET AT AGENCY X AGENCY Y IS CREATED BY ... THE 3 FRIENDS, NOW PARTNERS THEY WIN A DIGIDAYAWARD & THE AGENCY GOES THRU EUPHORIC FEELING ATEXPONENTIAL GROWTH AGENCY Y BECAUSE OF SMALL SIZE AND INDEPENDENT NATURE
  • 0 11 N
  • NEW MARKET OPPORTUNITY 0 1 1 N MORE EFFECTIVEMORE EFFICIENT RELATIONSHIPS BETTER TALENT CONFLICT OPPORTUNITY
  • WHY ISNOWOPPORTUNE?
  • CHINAECONOMY INDIA JAPAN RUSSIA GERMANYWHYIS NOW ITALY FRANCEOPPORTUNE? UNITED KINGDOM UNITED STATES
  • ECONOMY RECENT HS GRAD: 24% 4 YEAR DEGREE: 6.8% TIME 8/2012WHYIS NOWOPPORTUNE?
  • TALENT = TECH NATIVESWHYIS NOWOPPORTUNE?
  • TALENT = TECH NATIVES CREATIVITYWHYIS NOWOPPORTUNE?
  • PIRATESWHYIS NOWOPPORTUNE?
  • ECONOMY TALENT = TECH NATIVES INCUMBENTSWHYIS NOWOPPORTUNE?
  • MSFT/ STUDIO 415 NETWORKED INSIGHTS NOT A FEW THINK OFAGENCIES THEMSELVES DO AS AGENCIES
  • WE LIVE IN A WORLD CHANGE WHERE IS THE ONLY CONSTANT. THAT’S THE ONLY THING WE HAVE. - REI INAMOTO CHIEF CREATIVE OFFICER AT AKQAWHYIS NOWOPPORTUNE?
  • THERISE OF THEINDEPENDENT NEWAGENCY