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Manifesto For A New Ad Agency

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Few & Long Or Many & Quick.

Few & Long Or Many & Quick.

13 points for how to build an agency that might survive.

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  • Price - ExchangePromotion – EvangalismProduct - ExperiencePlacement - Everywhere
  • McKinsey estimates that over a third of economic activity in the United States is the cost of interaction; the cost of email, conference calls, managing suppliers, meeting with people and reading all staff emails asking who speaks Latvian. In advertising these interaction costs are only growing as the process of solving marketing issues increases in complexity.
  • David one said the people at Ogilvy were gentlemen with brainzOgilvyBrainZ.com allows people to share ideas, post problems and provide solutions. Members can also create public or private groups around specific topics and post messages on group walls, create discussions and post comments. Problems can be sent to existing email groups by copying the URL and pasting into the body of an email. All groups, problems, solutions, documents, videos and photos can be tagged with keywords and are therefore searchable, thus avoiding reinventing the wheel.

Manifesto For A New Ad Agency Manifesto For A New Ad Agency Presentation Transcript

  • Few & Long or Many & Quick
    How advertising needs to change not only its product but is process
    August 2009
    ©GRJ 2009
  • A Big Fat Caveat
    This is my opinion and whilst I have used Ogilvy initiatives as examples to illustrate points, the views expressed in this deck are mine.
    ©GRJ 2009
  • Because 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.
    ©GRJ 2009
  • Web 2.0
    7/3/8
    ©GRJ 2009
  • Web 1.0
    Web 2.0
    WRITE
    READ
    ©GRJ 2009
  • Evolving Consumer
    CONTROL
    CREATE
    ME
    CHALLENGE
    COLLABORATE
    ©GRJ 2009
  • PLACE - EVERYWHERE
    AUDIENCE
    PRODUCT - EXPERIENCE
    PRICE - EXCHANGE
    PROMOTION - EVANGELISM
    Marketing Changing - From 4 Ps To The 4Es
    ©GRJ 2009
  • Marketing 2.0 Needs Agency 2.0
    Linear process
    Siloed departments
    Siloed disciplines
    Cross country issues
    Moving parts increases
    Cost of interaction increases
    ©GRJ 2009
  • A Few Have Tried….
    A Mythical & Fundamentally Evil Creature??
    ©GRJ 2009
  • But Now Is The Time…
    OLD
    STATUS
    QUO
    NEW STATUS
    QUO
    INTEGRATION &
    PRACTICE
    CHAOS
    EFFECTIVENESS
    TIME
    FOREIGN
    ELEMENT
    TRANSFORMING
    IDEA
    Satir Theory
    ©GRJ 2009
  • McKinsey, Leading Through Uncertainty, December 2008, Bryan &Farrell
    “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. “
    ©GRJ 2009
  • Consumer 2.0
    Web 2.0
    Marketing 2.0
    Agency 2.0
    EXPERIENCE
    EVERYWHERE
    EXCHANGE
    EVANGELISM
    WRITE
    CREATE
    COMMUNITY
    CHALLENGE
    CONTROL
    FOCUS
    DIGITAL HEART/
    DISCIPLINE HEAD
    DELIVERY
    CROWDSOURCE
    PARTNER ECOSPHERE/
    UBER-PRODUCERS
    RESOURCE LAYER
    PEOPLE
    T-SHAPED PEOPLE
    SKILL/WILL
    THIN AGENCY
    FINANCE
    IP OWNERSHIP
    FLOATING FIVER
    STRATEGY
    INVESTMENT MKTG
    CUSTOMER JOURNEY
    CONSTANT BETA
    DATA, DATA, DATA
    EXCHANGE
    FLUID
    PARTICIPATE
    ©GRJ 2009
  • Focus
    Agency 2.0
    FOCUS
    DIGITAL HEART/
    DISCIPLINE HEAD
    DELIVERY
    CROWDSOURCE
    PARTNER ECOSPHERE/
    UBER-PRODUCERS
    RESOURCE LAYER
    PEOPLE
    T-SHAPED PEOPLE
    SKILL/WILL
    THIN AGENCY
    FINANCE
    IP OWNERSHIP
    FLOATING FIVER
    STRATEGY
    INVESTMENT MKTG
    CUSTOMER JOURNEY
    CONSTANT BETA
    DATA, DATA, DATA
    FLUID
    ©GRJ 2009
  • Discipline Head / Digital Heart
    D I G I T A L
    online/outdoor/social/mobile/entertainment
    Branding
    Direct
    Reputation Management
    Activation
    Media
    ©GRJ 2009
  • Delivery
    Agency 2.0
    FOCUS
    DIGITAL HEART/
    DISCIPLINE HEAD
    DELIVERY
    CROWDSOURCE
    PARTNER ECOSPHERE/
    UBER-PRODUCERS
    RESOURCE LAYER
    PEOPLE
    T-SHAPED PEOPLE
    SKILL/WILL
    THIN AGENCY
    FINANCE
    IP OWNERSHIP
    FLOATING FIVER
    STRATEGY
    INVESTMENT MKTG
    CUSTOMER JOURNEY
    CONSTANT BETA
    DATA, DATA, DATA
    FLUID
    ©GRJ 2009
  • A. G. Lafley - CEO, Procter & Gamble
    “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. “
    ©GRJ 2009
  • Many & Quick
    “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, Wired
    ©GRJ 2009
  • Brainz
    Example:Ogilvy’s Internal Crowdsourced Advertising Process
    ©GRJ 2009
  • Crowdsourced ExampleKodak Snow Stories
    Website
    Village Installation
    Mobile App
    Text “Ogilvy”
    to 60999
    ©GRJ 2009
  • Central
    Management
    Creative & Strategy
    UberProducers
    In House
    Production
    3rd Party
    Production
    Specialists
    Ecosphere
    Uberproducer/Ecosphere Preserves Creative & Strategic Control & Delivers Best Of Breed Production
    ©GRJ 2009
  • Uberproducer/Ecosphere ExampleFanta Stealth Sound System
    www.m.fanta.eu
    Video Ad
    ©GRJ 2009
  • Resource Layer
    TRAINING
    EXPERTS
    TOOLS
    Free Radicals
    Entertainment
    Mobile
    Innovation
    Social
    ©GRJ 2009
  • People
    Agency 2.0
    FOCUS
    DIGITAL HEART/
    DISCIPLINE HEAD
    DELIVERY
    CROWDSOURCE
    PARTNER ECOSPHERE/
    UBER-PRODUCERS
    RESOURCE LAYER
    PEOPLE
    T-SHAPED PEOPLE
    SKILL/WILL
    THIN AGENCY
    FINANCE
    IP OWNERSHIP
    FLOATING FIVER
    STRATEGY
    INVESTMENT MKTG
    CUSTOMER JOURNEY
    CONSTANT BETA
    DATA, DATA, DATA
    FLUID
    ©GRJ 2009
  • “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”
    ©GRJ 2009
  • Afew T-Shaped People Beat Many I-Shaped People; Delivering More Efficient and Better Work
    Dave Armano
    ©GRJ 2009
  • HIGH
    LOW
    SKILL
    HIGH
    DOING GOOD DIGITAL/INNOVAT IVE WORK
    NOT DOING DIGITAL/INNOVAT IVE WORK
    ATTENDING TRAINING
    ACTIVE IN WEB 2.0
    ATTENDINGTRAINING
    ACTIVE IN WEB 2.0
    REWARD
    RETRAIN
    WILL
    DOING AVERAGE DIGITAL/INNOVAT IVE WORK
    NOT DOING DIGITAL/INNOVAT IVE WORK
    NOT ATTENDING TRAINING
    NOT ACTIVE IN WEB 2.0
    NOT ATTENDING TRAINING
    NOT ACTIVE IN WEB 2.0
    ENTHUSE
    MIGRATE OUT
    LOW
    Skill & Will Cull
    ©GRJ 2009
  • A Thin Digital Agency Consulting Into Existing Structures Allows More Efficient Use of Scarce Resources
    Digital Strategy
    Existing Account Structure
    Digital
    Creative
    Digital Producer
    Digital Technology
    ©GRJ 2009
  • A Thin Agency Example:Samsung Global Music Microsite
    MATHER
    TRADITIONAL ACCOUNT
    TEAM
    GILES
    STRATEGY
    BO
    CREATIVE DIRECTOR
    UNIT 9
    3RD PARTY CREATIVE TREATMENT & PRODUCTION
    MATT
    FREELANCE
    PRODUCER
    Samsung Mobile Music
    ©GRJ 2009
  • Finance
    Agency 2.0
    FOCUS
    DIGITAL HEART/
    DISCIPLINE HEAD
    DELIVERY
    CROWDSOURCE
    PARTNER ECOSPHERE/
    UBER-PRODUCERS
    RESOURCE LAYER
    PEOPLE
    T-SHAPED PEOPLE
    SKILL/WILL
    THIN AGENCY
    FINANCE
    IP OWNERSHIP
    FLOATING FIVER
    STRATEGY
    INVESTMENT MKTG
    CUSTOMER JOURNEY
    CONSTANT BETA
    DATA, DATA, DATA
    FLUID
    ©GRJ 2009
  • Floating Fiver Between Disciplines Ensures Specialist Resources Are Available To Everyone
    Ad
    Direct
    Action
    PR
    COLLABORATION
    FUND
    ©GRJ 2009
  • IP Ownership
    AGENCY
    &
    BRAND
    £
    £
    ££
    ©GRJ 2009
  • Ogilvy Black Hole
    Example: IP Ownership
    ©GRJ 2009
  • Strategy
    Agency 2.0
    FOCUS
    DIGITAL HEART/
    DISCIPLINE HEAD
    DELIVERY
    CROWDSOURCE
    PARTNER ECOSPHERE/
    UBER-PRODUCERS
    RESOURCE LAYER
    PEOPLE
    T-SHAPED PEOPLE
    SKILL/WILL
    THIN AGENCY
    FINANCE
    IP OWNERSHIP
    FLOATING FIVER
    STRATEGY
    INVESTMENT MKTG
    CUSTOMER JOURNEY
    CONSTANT BETA
    DATA, DATA, DATA
    FLUID
    ©GRJ 2009
  • 80/20 Investment Marketing
    MARKETING OBJECTIVES
    EXPERIMENTS
    PROVEN VEHICLES
    MESSAGE
    MEDIA
    SPENDS
    MEDIA, MESSAGE, SPEND MIX
    WELL STRUCTURED TEST PROTOCOLS
    20%
    80%
    McKinsey
    ©GRJ 2009
  • Example: 80/20 Investment Marketing Ogilvy Lab
    Ogilvy Labs
    Ogilvy Mobile Day
    ©GRJ 2009
  • Investment Marketing Example:IBM Wimbledon
    Bluetooth
    Digital
    Outdoor
    Motion
    Sensitive Screen
    Scores In
    Banner
    Airline
    Seat Back
    ©GRJ 2009
  • Working Across The Customer Journey Ensures Consistency
    Awareness
    Advocacy
    Purchase
    Consideration
    Repeat Purchase
    Insight
    Strategy
    Channel/
    Creative
    Measurement
    ©GRJ 2009
  • Constant Beta – Fire, Ready, AimGet Into The Market Place Fast And Optimise When There
    CAMPAIGN EFFECTIVENESS
    TIME
    ©GRJ 2009
  • Data, Data, Data - Measure Everything & Connect It Where Possible
    Earned media
    Offline & Online media mentions
    Impressions/Viewed
    #
    Brand Awareness
    Clicked/Responded
    #
    Message Association
    Arrived
    #
    Search
    Increased searches
    Higher search results
    Greater results share
    Brand Favourability
    Action/Activity
    #
    Cost per Action
    £
    Conversion
    %
    Purchase Consideration
    Purchase
    #
    Word of Mouth
    # posts/blog mentions
    Mentions per user
    Inbound links
    Send to friend
    Repeat Purchase
    #
    Likelihood to Recommend
    Advocacy
    #
    ©GRJ 2009
  • Consumer 2.0
    Web 2.0
    Marketing 2.0
    Agency 2.0
    EXPERIENCE
    EVERYWHERE
    EXCHANGE
    EVANGELISM
    WRITE
    CREATE
    COMMUNITY
    CHALLENGE
    CONTROL
    FOCUS
    DIGITAL HEART/
    DISCIPLINE HEAD
    DELIVERY
    CROWDSOURCE
    PARTNER ECOSPHERE/
    UBER-PRODUCERS
    RESOURCE LAYER
    PEOPLE
    T-SHAPED PEOPLE
    SKILL/WILL
    THIN AGENCY
    FINANCE
    IP OWNERSHIP
    FLOATING FIVER
    STRATEGY
    INVESTMENT MKTG
    CUSTOMER JOURNEY
    CONSTANT BETA
    DATA, DATA, DATA
    EXCHANGE
    FLUID
    PARTICIPATE
    ©GRJ 2009
  • Mobile Marketing
    Innovation
    Planner
    Agency.com
    Social Media
    Unilever
    Digital
    Speaking
    Training
    Hong Kong
    Giles.RhysJones@ogilvy.com
    OgilvyEntertainment
    American Express
    Ogilvy Labs
    BT
    Founder AgencyRepublic
    Saatchi & Saatchi
    DHL
    @ogilvy
    interactivemarketingtrends
    British Airways
    Consultant
    www.slideshare.net/gilesrhysjones
    ©GRJ 2009