Few & Long Or Many & Quick

Few & Long or Many & Quick How advertising needs to change not only its product but is process WARC March 2009

Mobile Marketing Innovation Planner Social Media Agency.com Digital Ogilvy Hong Kong Suit Giles Rhys Jones OgilvyEntertainment American Express Ogilvy Labs BT Founder Agency Republic Saatchi & Saatchi DHL Interactivemarketingtrends blog British Airways Marketing Consultant www.slideshare.net/gilesrhysjones

everywhere 360 inefficient not innovative Sl expensive slow old big network ineffective poor creative

But The World Is Changing… • Due to deep changes in technology, demographics, business, the economy and the world, we are entering a new age in which people take part in the economy like never before. • The growing accessibility of information technologies puts the tools required to collaborate, create value and compete at everybody’s fingertips. Not only consumers but advertising agencies, marketers and their staff. • While hierarchies are not vanishing, profound changes in the nature of technology, demographics and the global economy are giving rise to powerful new models of production based on community, collaboration and self- organization rather than on hierarchy and control. • Smart companies are encouraging, rather than fighting, the heaving growth of massive online communities. As a growing number of firms see the benefits of mass collaboration, this new way of organizing will displace the traditional corporate structures as the economy’s primary engine of wealth creation.

Web 2.0 7/3/8

Web 1.0 Web 2.0 READ WRITE

Evolving Consumer CONTROL CREATE ME CHALLENGE COLLABORATE

Marketing Changing EVERYWHERE AUDIENCE EXPERIENCE EXCHANGE EVANGELISM

Marketing 2.0 Needs Agency 2.0 • Linear process • Siloed departments • Siloed disciplines • Cross country issues • Moving parts increases

A Few Have Tried

But Now Is The Time… OLD CHAOS INTEGRATION & NEW STATUS STATUS PRACTICE QUO QUO EFFECTIVENESS TIME FOREIGN TRANSFORMING ELEMENT IDEA

“This may be the time to destroy the vertical organizational structures, retrofitted with ad hoc and matrix overlays, that encumber companies large and small. Such structures can burden professionals with several competing bosses. Internecine battles and unclear decisions are common. Turf wars between product, sales, and geographic managers kill promising projects. Searches for information aren’t productive, and countless hours are wasted on pointless e-mails, telephone calls, and meetings. “ McKinsey, Leading Through Uncertainty, December 2008, Bryan &Farrell

Agency 2.0 CROWDSOURCE PARTNER ECOSPHERE/ UBER-PRODUCERS INVESTMENT MKTG SKILL/WILL FLUID

Few & Long #1 Google image result: advertising creatives

Many & Quick 8.5.2007 Sami Viitamäki

“The act of taking a job traditionally performed by a designated agent and outsourcing it to an undefined, generally large group of people in an open call.” Jeff Howe

Crowdsourced Research

Crowdsourced Product

Crowdsourced Selection

Crowdsourced Campaigns Doritos Crash The Superbowl Dove Academy Awards Cream Oil Chevy Tahoe Apprentice Red Bull Quirk’s Art of Can Idea Bounty

Ogilvy’s Internal Crowdsourced Advertising Process Brainz

Crowdsourced Example Kodak Snow Stories • Village Installation Website Mobile App Text “Ogilvy” to 60999

Multinational, Divergent Cultures, Approaches, Attitudes & Disciplines = Interesting Solutions

The First 48 Hours Critical to Gathering Information & Responding to Brief ABILITY TO SELL IN A RADICAL IDEA TIME BRIEF 48 HOURS

Asyncronous Brainstorm Allows The Use of Otherwise Redundant Slivers of Time on Your

“No company today, no matter how large or how global, can innovate fast enough or big enough by itself. Collaboration - externally with consumers and customers, suppliers and business partners, and internally across business and organization boundaries - is critical. “ A. G. Lafley - CEO, Procter & Gamble

Uberproducer/Ecosphere Central Management Uber Producers Creative & Strategy 3rd Party In House Production Production Specialists Ecosphere

Ogilvy’s Ecosphere Management Tool Ogilvy Digital Black Book Searchable 3rd Party Tags Suppliers Submit Profiles Specialists Supplier Case Studies Ogilvy Team Rate Suppliers

Uberproducer/Ecosphere Example Fanta Stealth Sound System www.m.fanta.eu Video Ad

80/20 Investment Marketing MARKETING OBJECTIVES PROVEN VEHICLES EXPERIMENTS MESSAGE MEDIA, MESSAGE, SPEND MIX MEDIA WELL STRUCTURED TEST PROTOCOLS SPENDS 80% 20%

80/20 Investment Marketing Examples Ogilvy Lab Ogilvy Labs Ogilvy Mobile Day Ogilvy Black Hole

“The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn” Alvin Toffler “Rethinking the Future”

Skill & Will Cull LOW SKILL HIGH HIGH NOT DOING DIGITAL WORK DOING GOOD DIGITAL WORK ATTENDING TRAINING ATTENDINGTRAINING ACTIVE IN WEB 2.0 ACTIVE IN WEB 2.0 RETRAIN REWARD WILL NOT DOING DIGITAL WORK DOING AVERAGE DIGITAL WORK NOT ATTENDING TRAINING NOT ATTENDING TRAINING NOT ACTIVE IN WEB 2.0 NOT ACTIVE IN WEB 2.0 MIGRATE OUT ENTHUSE LOW

Web 2.0 Consumer 2.0 Marketing 2.0 Agency 2.0 CREATE EXPERIENCE CROWDSOURCE COMMUNITY EVERYWHERE PARTNER ECOSPHERE/ WRITE UBER-PRODUCERS CHALLENGE EXCHANGE INVESTMENT MKTG CONTROL EVANGELISM SKILL/WILL PARTICIPATE EXCHANGE FLUID

THANK YOU GILES.RHYSJONES@OGILVY.COM www.slideshare.net/gilesrhysjones http://interactivemarketingtrends.blogspot.com

Few & Long Or Many & Quick

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