Hello.Eaon Pritchard@eaonpDirector: Digital InnovationClemenger BBDO
CAREFULLY WATCH YOUR THOUGHTS FOR THEY WILL BECOME YOUR WORDS   MANAGE AND WATCH YOUR WORDS FOR THEY WILL BECOME YOUR ACTI...
#GUTENBERG PARENTHESIS
FLUID        (       )        CONTAINED   FLUID
PARTICIPANTS               (      )               AUDIENCE   PARTICIPANTS
COMMUNITY            (   MASS                       )                        COMMUNITY
Forrester 2011
“Five years agosocial media was 3% ofour total media spend.Today it’s more than 20%and growing fast.”Muhtar Kent, CEO,Coca...
DISRUPTION• Disintermediation• Commodification• Collaboration• Vertical integration
BANK OF          ?              POWER	                            ?
Borders (RIP)Kodak (RIP)Blockbuster (RIP)Record Companies (RIP)Agency (RIP?)
You dont need a weather manTo know which way the wind blows…
I AM ANANTICHRIST
I AM ANANARCHIST
Be childish, be irresponsible,Be disrespectful.Be everything this society hates.
If it doesn’t spreadIt’s dead
Notes on the constructionof situationsSituationist International Issue #1 1958. 1.  Orchestrators 2.  Direct agents 3.  Sp...
Meet Kate.2+ years at NAB, 7+ years as MarketerBegan in a Brand Strategy role andtransitioned to Digital Strategy andMarke...
Break up day…
Return on investment•  Banking category conversation up 66%•  SOV reached 55%•  Positive sentiment doubled•  #1+2 trending...
People were using ‘our’ language:“You have very sexy ATMs, but… I have to break up with you”
‘Brand’ is something you get.It’s the scoreboard, not the game’           Mark Earls ‘Welcome to the Creative Age’, 2005
Dig the new breed
“	     My hope is that more people will learn,      that it is a happier, healthier life   that is built around eating goo...
BRING PEOPLE TOGETHERGIVE THEM SOMETHING TO DOTO CREATE THEIR OWN VALUE
twelevisiona twitter poweredtv guide.it shows what’s ontv right now, andthe conversationsaround it
Post-digital
LEAN  +AGILECONTINUOUS IMPROVEMENT CULTURE       MINIMUM WASTAGE
360365
CONVERGENCEDIVERGENCE
ALL  NO FIRESLIGH    T SM  REAL-TIME DEMANDS TO BE FEDFAILURES ARE QUICKLY FORGOTTEN.
LACK OFSPEED KILLS
MAKE   TEST   LEARN
FLUID        (           )            CONTAINED   FLUID
LETS GO...
You have been watching…Eaon Pritchard@eaonpDirector: Digital InnovationClemenger BBDO
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
Digital Agencies of the Future Seminar
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Digital Agencies of the Future Seminar

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Fior those who requested, heres my deck from the AIMIA Digital Agencies of the Future opening address in Sydney on 23rd Feb 2012

Published in: Business, Technology

Digital Agencies of the Future Seminar

  1. 1. Hello.Eaon Pritchard@eaonpDirector: Digital InnovationClemenger BBDO
  2. 2. CAREFULLY WATCH YOUR THOUGHTS FOR THEY WILL BECOME YOUR WORDS MANAGE AND WATCH YOUR WORDS FOR THEY WILL BECOME YOUR ACTIONS CONSIDER AND JUDGE YOUR ACTIONS FOR THE WILL BECOME YOUR HABITSACKNOWLEDGE AND WATCH YOUR HABITS FOR THEY WILL BECOME YOUR VALUESUNDERSTAND AND EMBRACE YOUR VALUES FOR THEY WILL BECOME YOUR DESTINY
  3. 3. #GUTENBERG PARENTHESIS
  4. 4. FLUID ( ) CONTAINED FLUID
  5. 5. PARTICIPANTS ( ) AUDIENCE PARTICIPANTS
  6. 6. COMMUNITY ( MASS ) COMMUNITY
  7. 7. Forrester 2011
  8. 8. “Five years agosocial media was 3% ofour total media spend.Today it’s more than 20%and growing fast.”Muhtar Kent, CEO,Coca-Cola Company, October 2011
  9. 9. DISRUPTION• Disintermediation• Commodification• Collaboration• Vertical integration
  10. 10. BANK OF ? POWER   ?
  11. 11. Borders (RIP)Kodak (RIP)Blockbuster (RIP)Record Companies (RIP)Agency (RIP?)
  12. 12. You dont need a weather manTo know which way the wind blows…
  13. 13. I AM ANANTICHRIST
  14. 14. I AM ANANARCHIST
  15. 15. Be childish, be irresponsible,Be disrespectful.Be everything this society hates.
  16. 16. If it doesn’t spreadIt’s dead
  17. 17. Notes on the constructionof situationsSituationist International Issue #1 1958. 1.  Orchestrators 2.  Direct agents 3.  Spectators
  18. 18. Meet Kate.2+ years at NAB, 7+ years as MarketerBegan in a Brand Strategy role andtransitioned to Digital Strategy andMarketingLoves her jobIn another life she would’ve loved to be ascientist or psychologist
  19. 19. Break up day…
  20. 20. Return on investment•  Banking category conversation up 66%•  SOV reached 55%•  Positive sentiment doubled•  #1+2 trending topics on twitter ‘NAB’ and ‘#breakup’•  200,000+ YouTube views in one week•  Lead story in mainstream news•  20% increase in transaction account opens•  35% increase in credit card enquiries•  50% increase in mortgage enquiries
  21. 21. People were using ‘our’ language:“You have very sexy ATMs, but… I have to break up with you”
  22. 22. ‘Brand’ is something you get.It’s the scoreboard, not the game’ Mark Earls ‘Welcome to the Creative Age’, 2005
  23. 23. Dig the new breed
  24. 24. “   My hope is that more people will learn, that it is a happier, healthier life that is built around eating good food, ”   together with family and friends.
  25. 25. BRING PEOPLE TOGETHERGIVE THEM SOMETHING TO DOTO CREATE THEIR OWN VALUE
  26. 26. twelevisiona twitter poweredtv guide.it shows what’s ontv right now, andthe conversationsaround it
  27. 27. Post-digital
  28. 28. LEAN +AGILECONTINUOUS IMPROVEMENT CULTURE MINIMUM WASTAGE
  29. 29. 360365
  30. 30. CONVERGENCEDIVERGENCE
  31. 31. ALL NO FIRESLIGH T SM REAL-TIME DEMANDS TO BE FEDFAILURES ARE QUICKLY FORGOTTEN.
  32. 32. LACK OFSPEED KILLS
  33. 33. MAKE TEST LEARN
  34. 34. FLUID ( ) CONTAINED FLUID
  35. 35. LETS GO...
  36. 36. You have been watching…Eaon Pritchard@eaonpDirector: Digital InnovationClemenger BBDO

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