Albion's New Model Agency presentation

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Glyn Britton's presentation to Marketing Week's 'New Agency Models' conference on 10 December 2007.

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  • @chumba To be fair, this is a 4 year old presentation, and we were less clear on our difference then. We'll launch our new website soon; have a look and see if you think we've nailed it better. (Also, we don't have the 'tattoo' branding anymore ;-)
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  • Wow! Haven't seen someone reference New Model Army in a while.
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  • So, where's the differentiation again...? Beyond the 'so hip it hurts' tattoo shop branding...?
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  • Hi Duncan, good to hear from you. I think Ingram shows that new models for their own sake don't really work! Callcott looks really interesting, look forward to hearing more.<br /><br/>
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  • Thanks very much Charlie, very kind of you to say so. I suppose what I didn't say in the talk was that doing what you say - supporting brand owners - is really hard work. It's a constant challenge to balance working collaboratively with clients, and maintaining your own sense of creative integrity.<br /><br/>
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  • Albion's New Model Agency presentation

    1. 1. New Agency Models Glyn Britton 11 December 2007
    2. 2. Get this presentation www.albionlondon.com/blog Thanks to the Flickr community for the use of most of the images in this presentation.
    3. 4. We are Albion, and we are a New Model Agency.
    4. 5. Why digital must be at the heart of an agency any New Model Agency
    5. 6. What is a New Model Agency? <ul><li>Integrated. </li></ul><ul><li>Media Neutral. </li></ul><ul><li>Solutions Agnostic. </li></ul><ul><li>360 ° Branding. </li></ul><ul><li>Engagement Planning. </li></ul><ul><li>Transmedia Narrative. </li></ul>Urgh!
    6. 7. Who are some New Model Agencies? (IMHO) New Model Agencies Poke Love Techlightenment Kessels Kramer Anomaly Live|Work Glue Figtree CONSULTING DESIGN ADVERTISING DIGITAL
    7. 8. New Model Agencies are defined by an attitude, not a medium or a heritage. We can’t speak for anybody else, but here’s what we think makes us Albion…
    8. 9. Entrepreneurial
    9. 11. Belief that we can do anything
    10. 12. Small egos
    11. 13. Diverse backgrounds, blurred roles
    12. 14. Open plan, no departments
    13. 15. Doing, not talking about doing
    14. 16. New heroes
    15. 17. Telling the truth in interesting ways
    16. 18. Making useful stuff
    17. 19. Giving people something interesting to talk about http://albionlondon.typepad.com/albioncookiefactory/
    18. 20. Digital at our heart
    19. 21. But we’re not (just) a digital agency
    20. 22. What is digital? <ul><li>More than making online advertising. </li></ul><ul><li>More than making Facebook apps. </li></ul><ul><li>It’s about ‘getting it’. </li></ul><ul><li>Getting the modern world. </li></ul><ul><li>Getting modern consumers. </li></ul><ul><li>Getting modern business. </li></ul><ul><li>Behaving in a non-stupid way. </li></ul><ul><li>It’s a way of thinking about things. </li></ul><ul><li>Being interested in how things work. </li></ul><ul><li>Not just what’s in them. </li></ul><ul><li>Having a go at making things better. </li></ul><ul><li>Just having a go. </li></ul>
    21. 23. Digital changes people’s expectations
    22. 24. Putting digital at the heart of our work with
    23. 26. Skype’s success <ul><li>0 to customers in 2.5 years. </li></ul><ul><li>Nearly 200 million customers today. </li></ul><ul><li>Still growing at 200,000 new users every day. </li></ul>
    24. 27. And how did that happen? <ul><li>Some innate things about Skype. </li></ul><ul><li>Some things we did. </li></ul>
    25. 28. Some innate things <ul><li>Skype is a communications tool </li></ul><ul><li>Humans are really, really, interested in things that help us communicate with each other more and better. </li></ul><ul><li>From cave paintings to mobile phones, it’s always the same. </li></ul>
    26. 29. Some innate things <ul><li>Skype is free </li></ul><ul><li>Free is quite interesting to people. Especially free and good. </li></ul><ul><li>If you tell your friends to get Skype too, you can talk for as long as you like without worrying about the cost or the distance. </li></ul>
    27. 30. Some innate things <ul><li>Right idea, right time </li></ul><ul><li>There was plenty of internet calling software before Skype. But it didn’t work very well, and lots of people still had slow dial-up internet connections. Plus it was called VoIP, which was a bit off-putting. </li></ul><ul><li>Skype was called Skype instead, and it just worked. And it arrived just as lots of people were starting to get broadband internet access. </li></ul>
    28. 31. Some innate things <ul><li>Simple and easy </li></ul><ul><li>Skype worked really hard on making Skype as easy to install and use as possible. </li></ul><ul><li>We knew it was easy enough when Geoffrey’s grandma could use it. (Geoffrey is one of the original Skypers.) </li></ul><ul><li>Ease of use is important for busy young people too. Hence the iPod, people moving to Facebook… </li></ul>
    29. 32. And how did that happen? <ul><li>Some innate things about Skype. </li></ul><ul><li>Some things we did. </li></ul>
    30. 33. Got advocates on our side
    31. 34. Helped people discover
    32. 35. Helped people discover
    33. 36. Removed the barriers to trial
    34. 37. Helped people share
    35. 38. Helped people share
    36. 39. Helped people understand
    37. 40. Helped people understand
    38. 41. Kept the brand fresh
    39. 42. Worked hard at making it simple
    40. 43. Even made some ads!
    41. 44. Putting digital at the heart of our work with
    42. 45. Background <ul><li>eBay has 97% brand awareness in the UK. </li></ul><ul><li>So it’s not a conventional brand communications challenge. </li></ul><ul><li>The problem is that people can fall into thinking of eBay like a traditional retailer, and so feel they have seen everything on offer. </li></ul><ul><li>So we need to reignite people’s enthusiasm, by reasserting what makes eBay unique - that it is a live, ever-changing marketplace. </li></ul>
    43. 46. It’s all about the community, not the company
    44. 47. Make it a habit
    45. 48. Banners with a live feed, to show people what they’re missing
    46. 49. A live feed widget on TV
    47. 50. A blog in a press ad
    48. 51. eBaying in a social network
    49. 52. A physical catalogue for an online company
    50. 53. Website functionality in a TV spot <ul><li>Play Christmas ad </li></ul>
    51. 54. How to put digital at the heart of your agency
    52. 55. What we’ve learnt <ul><li>Employ young people who’ve never known any other way. </li></ul><ul><li>Employ outsiders with something to prove. </li></ul><ul><li>Learn to see creativity anywhere. </li></ul><ul><li>Use the web, and have a go at building bits of it. </li></ul><ul><li>Think digitally, whatever you’re doing. </li></ul><ul><li>Go on, give it a try. </li></ul><ul><li>No grand theories. </li></ul><ul><li>Don’t believe the hype. </li></ul><ul><li>Don’t get too comfortable. </li></ul>
    53. 56. Thank you [email_address] Skype me: glyndot

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