Manifesto For A New Ad Agency

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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

    1. 1. Few & Long or Many & Quick How advertising needs to change not only its product but is process August 2009 ©GRJ 2009
    2. 2. 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
    3. 3. 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
    4. 4. Web 2.0 7/3/8 ©GRJ 2009
    5. 5. Web 2.0 WRITE Web 1.0 READ ©GRJ 2009
    6. 6. Evolving Consumer ME CREATE CONTROL COLLABORATECHALLENGE ©GRJ 2009
    7. 7. AUDIENCE PRODUCT - EXPERIENCE PLACE - EVERYWHERE PRICE - EXCHANGE PROMOTION - EVANGELISM Marketing Changing - From 4 Ps To The 4Es ©GRJ 2009
    8. 8. 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
    9. 9. A Few Have Tried…. A Mythical & Fundamentally Evil Creature?? ©GRJ 2009
    10. 10. But Now Is The Time… OLD STATUS QUO NEW STATUS QUO FOREIGN ELEMENT TRANSFORMING IDEA INTEGRATION & PRACTICE CHAOS TIME EFFECTIVENESS Satir Theory ©GRJ 2009
    11. 11. 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
    12. 12. Marketing 2.0 EXPERIENCE EVERYWHERE EXCHANGE EVANGELISM EXCHANGE Consumer 2.0 CREATE COMMUNITY CHALLENGE CONTROL PARTICIPATE Web 2.0 WRITE 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
    13. 13. 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
    14. 14. Discipline Head / Digital Heart Branding Direct Reputation Management Activation Media D I G I T A L online/outdoor/social/mobile/entertainment ©GRJ 2009
    15. 15. 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
    16. 16. 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
    17. 17. 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
    18. 18. Brainz Example: Ogilvy’s Internal Crowdsourced Advertising Process ©GRJ 2009
    19. 19. Crowdsourced Example Kodak Snow Stories • Text “Ogilvy” to 60999 WebsiteVillage Installation Mobile App ©GRJ 2009
    20. 20. Uberproducer/Ecosphere Preserves Creative & Strategic Control & Delivers Best Of Breed Production Central Management Creative & Strategy In House Production Uber Producers 3rd Party Production Specialists Ecosphere ©GRJ 2009
    21. 21. Uberproducer/Ecosphere Example Fanta Stealth Sound System www.m.fanta.eu Video Ad ©GRJ 2009
    22. 22. Resource Layer TRAINING EXPERTS TOOLS Entertainment Mobile Innovation Free Radicals Social ©GRJ 2009
    23. 23. 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
    24. 24. “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
    25. 25. Afew T-Shaped People Beat Many I-Shaped People; Delivering More Efficient and Better Work Dave Armano ©GRJ 2009
    26. 26. REWARDRETRAIN ENTHUSEMIGRATE OUT HIGHLOW HIGHLOW DOING GOOD DIGITAL/INNOVAT IVE WORKNOT DOING DIGITAL/INNOVAT IVE WORK DOING AVERAGE DIGITAL/INNOVAT IVE WORKNOT DOING DIGITAL/INNOVAT IVE WORK ATTENDING TRAINING ACTIVE IN WEB 2.0 NOT ATTENDING TRAINING NOT ACTIVE IN WEB 2.0 SKILL WILL ATTENDINGTRAINING ACTIVE IN WEB 2.0 Skill & Will Cull NOT ATTENDING TRAINING NOT ACTIVE IN WEB 2.0 ©GRJ 2009
    27. 27. A Thin Digital Agency Consulting Into Existing Structures Allows More Efficient Use of Scarce Resources Digital Strategy Digital Creative Digital Producer Digital Technology Existing Account Structure ©GRJ 2009
    28. 28. A Thin Agency Example: Samsung Global Music Microsite GILES STRATEGY MATT FREELANCE PRODUCER MATHER TRADITIONAL ACCOUNT TEAM UNIT 9 3RD PARTY CREATIVE TREATMENT & PRODUCTION BO CREATIVE DIRECTOR Samsung Mobile Music ©GRJ 2009
    29. 29. 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
    30. 30. Floating Fiver Between Disciplines Ensures Specialist Resources Are Available To Everyone Ad Direct Action COLLABORATION FUND PR ©GRJ 2009
    31. 31. IP Ownership £££ £ BRAND & ©GRJ 2009 AGENCY
    32. 32. Ogilvy Black Hole Example: IP Ownership ©GRJ 2009
    33. 33. 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
    34. 34. 80/20 Investment Marketing MARKETING OBJECTIVES 80% 20% PROVEN VEHICLES EXPERIMENTS MESSAGE MEDIA SPENDS MEDIA, MESSAGE, SPEND MIX WELL STRUCTURED TEST PROTOCOLS McKinsey ©GRJ 2009
    35. 35. Example: 80/20 Investment Marketing Ogilvy Lab Ogilvy Mobile Day Ogilvy Labs ©GRJ 2009
    36. 36. Investment Marketing Example: IBM Wimbledon Bluetooth Airline Seat Back Digital Outdoor Motion Sensitive Screen Scores In Banner ©GRJ 2009
    37. 37. Working Across The Customer Journey Ensures Consistency Awareness AdvocacyPurchaseConsideration Repeat Purchase Insight Strategy Channel/ Creative Measurement ©GRJ 2009
    38. 38. Constant Beta – Fire, Ready, Aim Get Into The Market Place Fast And Optimise When There TIME CAMPAIGNEFFECTIVENESS ©GRJ 2009
    39. 39. Data, Data, Data - Measure Everything & Connect It Where Possible Impressions/Viewed # Clicked/Responded # Action/Activity # Arrived # Brand Awareness Message Association Purchase Consideration Brand Favourability Conversion % Repeat Purchase # Advocacy # Likelihood to Recommend Purchase # CostperAction £ Earned media Offline & Online media mentions Word of Mouth # posts/blog mentions Mentions per user Inbound links Send to friend Search Increased searches Higher search results Greater results share ©GRJ 2009
    40. 40. Marketing 2.0 EXPERIENCE EVERYWHERE EXCHANGE EVANGELISM EXCHANGE Consumer 2.0 CREATE COMMUNITY CHALLENGE CONTROL PARTICIPATE Web 2.0 WRITE 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
    41. 41. Speaking OgilvyEntertainment Ogilvy Labs Hong Kong Digital Saatchi & Saatchi Founder AgencyRepublic Agency.com interactivemarketingtrends American Express DHL Planner Training British Airways Innovation BT Mobile Marketing Consultant Social Media www.slideshare.net/gilesrhysjones Giles.RhysJones@ogilvy.com @ogilvy Unilever ©GRJ 2009

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