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Manifesto For A New Ad Agency

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    Notes on slide 1

    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.

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    Manifesto For A New Ad Agency - Presentation Transcript

    1. Few & Long or Many & Quick
      How advertising needs to change not only its product but is process
      August 2009
      ©GRJ 2009
    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. 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. Web 2.0
      7/3/8
      ©GRJ 2009
    5. Web 1.0
      Web 2.0
      WRITE
      READ
      ©GRJ 2009
    6. Evolving Consumer
      CONTROL
      CREATE
      ME
      CHALLENGE
      COLLABORATE
      ©GRJ 2009
    7. PLACE - EVERYWHERE
      AUDIENCE
      PRODUCT - EXPERIENCE
      PRICE - EXCHANGE
      PROMOTION - EVANGELISM
      Marketing Changing - From 4 Ps To The 4Es
      ©GRJ 2009
    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. A Few Have Tried….
      A Mythical & Fundamentally Evil Creature??
      ©GRJ 2009
    10. But Now Is The Time…
      OLD
      STATUS
      QUO
      NEW STATUS
      QUO
      INTEGRATION &
      PRACTICE
      CHAOS
      EFFECTIVENESS
      TIME
      FOREIGN
      ELEMENT
      TRANSFORMING
      IDEA
      Satir Theory
      ©GRJ 2009
    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. 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
    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. Discipline Head / Digital Heart
      D I G I T A L
      online/outdoor/social/mobile/entertainment
      Branding
      Direct
      Reputation Management
      Activation
      Media
      ©GRJ 2009
    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. 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. 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. Brainz
      Example:Ogilvy’s Internal Crowdsourced Advertising Process
      ©GRJ 2009
    19. Crowdsourced ExampleKodak Snow Stories
      Website
      Village Installation
      Mobile App
      Text “Ogilvy”
      to 60999
      ©GRJ 2009
    20. 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
    21. Uberproducer/Ecosphere ExampleFanta Stealth Sound System
      www.m.fanta.eu
      Video Ad
      ©GRJ 2009
    22. Resource Layer
      TRAINING
      EXPERTS
      TOOLS
      Free Radicals
      Entertainment
      Mobile
      Innovation
      Social
      ©GRJ 2009
    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. “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. Afew T-Shaped People Beat Many I-Shaped People; Delivering More Efficient and Better Work
      Dave Armano
      ©GRJ 2009
    26. 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
    27. 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
    28. 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
    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. Floating Fiver Between Disciplines Ensures Specialist Resources Are Available To Everyone
      Ad
      Direct
      Action
      PR
      COLLABORATION
      FUND
      ©GRJ 2009
    31. IP Ownership
      AGENCY
      &
      BRAND
      £
      £
      ££
      ©GRJ 2009
    32. Ogilvy Black Hole
      Example: IP Ownership
      ©GRJ 2009
    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. 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
    35. Example: 80/20 Investment Marketing Ogilvy Lab
      Ogilvy Labs
      Ogilvy Mobile Day
      ©GRJ 2009
    36. Investment Marketing Example:IBM Wimbledon
      Bluetooth
      Digital
      Outdoor
      Motion
      Sensitive Screen
      Scores In
      Banner
      Airline
      Seat Back
      ©GRJ 2009
    37. Working Across The Customer Journey Ensures Consistency
      Awareness
      Advocacy
      Purchase
      Consideration
      Repeat Purchase
      Insight
      Strategy
      Channel/
      Creative
      Measurement
      ©GRJ 2009
    38. Constant Beta – Fire, Ready, AimGet Into The Market Place Fast And Optimise When There
      CAMPAIGN EFFECTIVENESS
      TIME
      ©GRJ 2009
    39. 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
    40. 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
    41. 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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