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Suppliment - Few & Long Or Many & Quick
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Suppliment - Few & Long Or Many & Quick

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Agency 2.1 - Some of the thinking that didn't make the original presentation but is none the less valid.

Agency 2.1 - Some of the thinking that didn't make the original presentation but is none the less valid.

Published in Business , News & Politics
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Transcript

  • 1. Agency 2.0 DIGITAL HEART/ DISCIPLINE HEAD RESOURCE LAYER T-SHAPED PEOPLE THIN AGENCY FLOATING FIVER CUSTOMER JOURNEY CONSTANT BETA DATA, DATA, DATA
  • 2. Discipline Head / Digital Heart Branding Direct DIGITAL Reputation Management online/outdoor/social/ mobile Activation Media
  • 3. A Digital Agency Consulting Into Existing Structures Allows More Efficient Use of Scarce Resources Strategy Existing Account Creative Producer Structure Technology
  • 4. Afew T-Shaped People Beat Many I-Shaped People; Delivering More Efficient and Better Work Dave Armano
  • 5. Working Across The Customer Journey Ensures Consumer Consistency Repeat Awareness Consideration Purchase Advocacy Purchase Insight Strategy Channel/ Creative Measurement
  • 6. Floating Fiver Between Disciplines Ensures Specialist Resources Are Available To Everyone Ad Direct Action PR COLLABORATION FUND
  • 7. Data, Data, Data - Measure Everything & Connect It Where Possible Earned media Impressions/Viewed Brand Awareness Offline & Online # media mentions Clicked/Responded Message # Association Search Arrived Increased # Cost per Action searches Brand Conversion Higher search Favourability Action/Activity results # % £ Greater results Purchase share Consideration Purchase # Word of Mouth # posts/blog Repeat mentions Purchase Mentions per # user Likelihood to Inbound links Advocacy Recommend Send to friend #
  • 8. Constant Beta – Fire, Ready, Aim – Get Into The Market Place Fast And Optimise When There CAMPAIGN EFFECTIVENESS TIME
  • 9. Resource Layer TOOLS TRAINING RESEARCH PEOPLE
  • 10. THANK YOU GILES.RHYSJONES@OGILVY.COM www.slideshare.net/gilesrhysjones http://interactivemarketingtrends.blogspot.com