Manifesto For A New Ad Agency

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

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

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

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Manifesto For A New Ad Agency

by Giles Rhys Jones

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