JWT HYPER ISLAND MC
BE IN THE DRIVER SEAT!
August 22th – 24th, 2012

THE MAIN 1
THIS SESSION‘S
OBJECTIVES

‣  TO DISCUSS THE CLIENT-SPECIFIC CHALLENGES WE‘RE FACING REGARDING DIGITAL CHANGE.
‣  TO LEARN...
THINK ABOUT
THIS...

‣  WHAT‘S YOUR MOST CRITICAL DIGITAL WEAK SPOT?

THE MAIN 3
THE RED THREAD
IN THIS
PRESENTATION.

THOUGHT I
RAPID INNOVATION
INCREASES COMPLEXITY
THOUGHT II
THE ACTUAL NUMBER
OF MIST...
MISTAKES BECOME MORE VISIBLE

THE MAIN 5
SOCIAL MEDIA
TECHNOLOGICAL
SHITSTORMS
DESASTER.
HURT BRAND
IMAGE.

THE MAIN 6
LACK OF KNOWHOW DESTROYS
VISIBILITY.

‣  ... ODER VIELLEICHT DOCH?
‣  LAUNCHED TO KILL – THE VERY EXPENSIVE INVISIBILITY C...
VAPIANO

‣  150.000 UNIQUE WEBSITE USERS PER MONTH, STILL NO SOPHISTICATED WEB ANALYTICS.

THE MAIN 8
‣  DIGITALIZATION MEANS MEASURABILITY. OF EVERYTHING. WE CAN‘T HIDE ANYMORE.

THE MAIN 9
KPI‘S ALONG THE
CONSUMER
PATHWAY.
Advertising and sales are more
and more directly connected.

NET-REACH
OTS
GRP
IMPRESSIO...
SLEEPING
BEAUTY
WAKING UP.

‣  OUR CLIENTS ARE GETTING NERVOUS. SOME OF THEM ARE EVEN SCARED.
‣  CLIENT #1 – I HAVE EVERYT...
OUR CLIENT‘S
EXPECTATION.

THE MAIN 12
CHANGE STARTS WITH THE CLIENT BRIEF.

THE MAIN 13
MEDIA
RECOMMENDATION

DIGITAL
PLATFORM
REDUCE COST
PER ORDER BY
10%

CONSUMER
DECISION
JOURNEY

IMPROVE
BRAND IMAGE
ENLARG...
THE BRIEFING‘S
CONSEQUENCES.

DEVELOP 360° BRAND
COMMUNICATION
PLATFORM

‣  We need to constantly
learn and hire new
compe...
BE IN THE DRIVER SEAT.

THE MAIN 16
# ONE

THE SELF-CONCEPT

THE MAIN 17
AKQA IS OFFERING SOCIAL IDEAS. WHAT ARE YOU DOING?
‣  From 2001 – 2003 AKQA has changed from a rather
strictly digitial pr...
AKQA‘S CORE
SIX STRENGTHS
MODEL.

AKQA IS FOCUSING ON SOCIAL IDEAS.

THE MAIN 19
ANOMALY IP
We believe in the power and value
of ideas, consequently we develop,
incubate, invest in and curate new
ideas, ...
RG/A – THE
AGENCY FOR THE
DIGITAL AGE.
“Here, we’re trying to look at a more
integrated model for how new
products and ser...
NEW MEDIA SPECTRUM

WHAT SERVICES
WILL YOU OFFER
ALONG DIGITAL
MEDIA?

Owned Media

Bought Media
Display Ads

SEM

Online ...
# TWO

ORGANIZATIONAL
CULTURE AND STRUCTURE
THE MAIN 23
Labs is BBH‘s global innovation unit. We‘re tasked
with pioneering new outputs and approaches: exploring
emerging platform...
RG/A
ORGANIZATIONAL
STRUCTURE.

THE MAIN 25
WHAT‘S GOING
TO HAPPEN TO
FULL SERVICE?
Cross
Discipline
Expert
A

A

Full Service
Is it still
possible?
CULTURE OF

Stron...
DROGA 5 AND
PARTNERSHIP.

THE MAIN 27
# THREE
WORKFLOW
THE MAIN 28
THINK CREATIVE
PLATFORMS AND
CAMPAIGNS?

A CULTURE OF INNOVATION FOSTERS INNOVATION.

THE MAIN 29
DO WE NEED TO
ADJUST LINEAR
PROCESSES?
Core idea
ready

Optimized process “Integrated campaign”
Brief
Planning insights
Me...
AKQA WORKFLOW

THE MAIN 31
AGILE CREATIVITY.

THE MAIN 32
AGILE PROJECT
MANAGEMENT:
SCRUM.

A CULTURE OF INNOVATION FOSTERS INNOVATION.

THE MAIN 33
# FOUR
HUMAN RESOURCES
THE MAIN 34
“With the appointments of Jeff Benjamin and Mike Geiger, JWT
solidifies its position as the only agency that can deliver c...
IT‘S A WAR FOR
TALENT!

‣ 
‣ 
‣ 
‣ 

HR PEOPLE WILL HAVE TO ADD SALES SKILLS TO HIRE AND KEEP PEOPLE.
PERMANENT TRAINING (...
LET‘S DO SOME GROUP WORK!

THE MAIN 37
Document your group discussion on
Google Docs! Here‘s the link:
http://bit.ly/jwt_change6

FOUR IMPORTANT
AREAS FOR
CHANGE...
Thanks for listening!
THE MAIN GMBH
Hannes Ley
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
ley@themain.de
T...
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Agency disruption and evolving new business models

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Agency disruption and evolving new business models

  1. 1. JWT HYPER ISLAND MC BE IN THE DRIVER SEAT! August 22th – 24th, 2012 THE MAIN 1
  2. 2. THIS SESSION‘S OBJECTIVES ‣  TO DISCUSS THE CLIENT-SPECIFIC CHALLENGES WE‘RE FACING REGARDING DIGITAL CHANGE. ‣  TO LEARN FROM EARLY ADOPTERS WITHIN THE AD INDUSTRY. THE MAIN 2
  3. 3. THINK ABOUT THIS... ‣  WHAT‘S YOUR MOST CRITICAL DIGITAL WEAK SPOT? THE MAIN 3
  4. 4. THE RED THREAD IN THIS PRESENTATION. THOUGHT I RAPID INNOVATION INCREASES COMPLEXITY THOUGHT II THE ACTUAL NUMBER OF MISTAKES GROW. THOUGHT III MISTAKES BECOME MORE VISIBLE. THOUGHT IV YOUR CLIENTS CHANGE YOU. THOUGHT V YOUR SELF-CONCEPT MUST BE RETHOUGHT. THE MAIN 4
  5. 5. MISTAKES BECOME MORE VISIBLE THE MAIN 5
  6. 6. SOCIAL MEDIA TECHNOLOGICAL SHITSTORMS DESASTER. HURT BRAND IMAGE. THE MAIN 6
  7. 7. LACK OF KNOWHOW DESTROYS VISIBILITY. ‣  ... ODER VIELLEICHT DOCH? ‣  LAUNCHED TO KILL – THE VERY EXPENSIVE INVISIBILITY COUP ‣  IT‘S NOT A PROBLEM TO BE STUPID, WE ALL ARE. LET‘S ADMIT IT! THE MAIN 7
  8. 8. VAPIANO ‣  150.000 UNIQUE WEBSITE USERS PER MONTH, STILL NO SOPHISTICATED WEB ANALYTICS. THE MAIN 8
  9. 9. ‣  DIGITALIZATION MEANS MEASURABILITY. OF EVERYTHING. WE CAN‘T HIDE ANYMORE. THE MAIN 9
  10. 10. KPI‘S ALONG THE CONSUMER PATHWAY. Advertising and sales are more and more directly connected. NET-REACH OTS GRP IMPRESSIONS CLICK-RATES COST PER CLICK AWARENESS INVOLVEMENT ACTIVE PURCHASE CONSIDERATION CONSUMPTION RELATIONSHIP BUILDING ADVOCACY INTERACTION RATE SENTIMENT RATIO REVIEWS TOTAL SALES BUZZRANK COST PER ORDER FANS & FOLLOWERS SUBSCRIBERS/LEADS THE MAIN 10
  11. 11. SLEEPING BEAUTY WAKING UP. ‣  OUR CLIENTS ARE GETTING NERVOUS. SOME OF THEM ARE EVEN SCARED. ‣  CLIENT #1 – I HAVE EVERYTHING UNDER CONTROL, I DON‘T MAKE MISTAKES. MY AGENCY DOES. ‣  CLIENT #2 – I KNOW THAT I DON‘T KNOW NOTHING. HELP ME THROUGH THESE TIMES. THE MAIN 11
  12. 12. OUR CLIENT‘S EXPECTATION. THE MAIN 12
  13. 13. CHANGE STARTS WITH THE CLIENT BRIEF. THE MAIN 13
  14. 14. MEDIA RECOMMENDATION DIGITAL PLATFORM REDUCE COST PER ORDER BY 10% CONSUMER DECISION JOURNEY IMPROVE BRAND IMAGE ENLARGE FACEBOOK COMMUNITY DEVELOP BRAND PLATFORM INCREASE SALES BY 15% DEVELOP MOBILE APP WORD-OFMOUTH ENCOURAGE POSITIVE PRODUCT REVIEWS DEVELOP ENGAGING CONTENT DRIVE TRAFFIC TO WEBSITE 15.000 NEWSLETTER SUBSCRIBERS 360° CREATE BRAND AWARENESS ‣  THE CLIENT BRIEFS BECOME MORE COMPLEX. ‣  NEW KPI`S, NEW SCORECARDS, AND NEW TASKS WILL CHANGE YOUR PRODUCT! THE MAIN 14
  15. 15. THE BRIEFING‘S CONSEQUENCES. DEVELOP 360° BRAND COMMUNICATION PLATFORM ‣  We need to constantly learn and hire new competencies. ‣  We need to share budgets. ‣  We earn less than we did before. DELIVER COMMUNICATION STRATEGY BASED ON CONSUMER JOURNEY ‣  We have to become better at understanding the on& offline consumer. ‣  We have more work with planning and consulting. ACHIEVE USER INVOLVEMENT WITH ENGAGING CONTENT ‣  We have to know what‘s engaging. ‣  We have to become entertainers rather than advertisers. ‣  We‘ll produce and curate content. REDUCE COST PER ORDER AND INCREASE SALES ‣  We need to think about buying decisions, mechanics and business solutions. THE MAIN 15
  16. 16. BE IN THE DRIVER SEAT. THE MAIN 16
  17. 17. # ONE THE SELF-CONCEPT THE MAIN 17
  18. 18. AKQA IS OFFERING SOCIAL IDEAS. WHAT ARE YOU DOING? ‣  From 2001 – 2003 AKQA has changed from a rather strictly digitial practitioner to an all-round „ideasled“ agency. THE MAIN 18
  19. 19. AKQA‘S CORE SIX STRENGTHS MODEL. AKQA IS FOCUSING ON SOCIAL IDEAS. THE MAIN 19
  20. 20. ANOMALY IP We believe in the power and value of ideas, consequently we develop, incubate, invest in and curate new ideas, products and properties. WHAT IS YOUR BUSINESS MODEL? ‣  The agency does not sell time or keep timesheets, but instead bills on the value of the output, not the cost of the input. THE MAIN 20
  21. 21. RG/A – THE AGENCY FOR THE DIGITAL AGE. “Here, we’re trying to look at a more integrated model for how new products and services can work more closely together through technology.” ‣  Full Service Digital Agency integrating Planning, Media, Artwork and Technology ‣  Combining platform development, marketing solutions and campaigns ‣  New Services: Consulting, Product Innovation, Branded Entertainment THE MAIN 21
  22. 22. NEW MEDIA SPECTRUM WHAT SERVICES WILL YOU OFFER ALONG DIGITAL MEDIA? Owned Media Bought Media Display Ads SEM Online PR Cooperations Platforms Multscreen eCommerce ? Earned Media CRM Social Media WHAT IS YOUR SELF-CONCEPT? IDEA DEVELOPMENT DIGITAL STRATEGY CONTENT / RICH MEDIA INTERACTIVE DESIGN TECHNOLOGY / CODING ANALYTICS MEDIA THE MAIN 22
  23. 23. # TWO ORGANIZATIONAL CULTURE AND STRUCTURE THE MAIN 23
  24. 24. Labs is BBH‘s global innovation unit. We‘re tasked with pioneering new outputs and approaches: exploring emerging platforms and behaviours on behalf of brands, and developing new agency models along the way. Our overall ambition is to find ways in which marketing innovation can be a powerful force for good (more engaging, more sustainable, more exciting). We‘re particularly interestested in: BBH INNOVATION LABS Marketing Skunkworks – new models around technology, entertainment and brands. ‣  Innovative new forms of creativity ‣  Novel approaches that are rapid, iterative & curatorial ‣  The mashup of thinking from radically different sources & industries ‣  Sustainable marketing at scale ‣  Co-creation and mass collaboration ‣  Social ideas and how they propagate ‣  Marketing as product or service ‣  AI THE MAIN 24
  25. 25. RG/A ORGANIZATIONAL STRUCTURE. THE MAIN 25
  26. 26. WHAT‘S GOING TO HAPPEN TO FULL SERVICE? Cross Discipline Expert A A Full Service Is it still possible? CULTURE OF Strong Nukleus + Speciali -zation INNOVATION FOSTERS INNOVATION. Preferred Partner A Expert B Quality Freelance Pool Preferred Partner B THE MAIN 26
  27. 27. DROGA 5 AND PARTNERSHIP. THE MAIN 27
  28. 28. # THREE WORKFLOW THE MAIN 28
  29. 29. THINK CREATIVE PLATFORMS AND CAMPAIGNS? A CULTURE OF INNOVATION FOSTERS INNOVATION. THE MAIN 29
  30. 30. DO WE NEED TO ADJUST LINEAR PROCESSES? Core idea ready Optimized process “Integrated campaign” Brief Planning insights Media insights Channel interplay Strategic routes Rebrief Production Creative brief (cross channel) Strategic routes Nuggets Media independent core idea Idea development Off- and online Planning insights Strategic routes Consumer pathway Channel planning Communication strategy Rebrief Strategic Routes Marketing / Business Solutions Creative Brief (cross channel) Finetuning of activities Client presentation Final approval New process “Creative Platforms” Brief Final approval Marketing concept ready Development of an Integrated marketing concept Idea development Online / offline Media Mix Activity planning Production Client presentation Finetuning of activities THE MAIN 30
  31. 31. AKQA WORKFLOW THE MAIN 31
  32. 32. AGILE CREATIVITY. THE MAIN 32
  33. 33. AGILE PROJECT MANAGEMENT: SCRUM. A CULTURE OF INNOVATION FOSTERS INNOVATION. THE MAIN 33
  34. 34. # FOUR HUMAN RESOURCES THE MAIN 34
  35. 35. “With the appointments of Jeff Benjamin and Mike Geiger, JWT solidifies its position as the only agency that can deliver creativity and execution at the intersection of Silicon Alley, Madison Avenue and Hollywood.” WILL HIRING THE BEST BRAINS SOLVE ALL OUR PROBLEMS AT ONCE? THE MAIN 35
  36. 36. IT‘S A WAR FOR TALENT! ‣  ‣  ‣  ‣  HR PEOPLE WILL HAVE TO ADD SALES SKILLS TO HIRE AND KEEP PEOPLE. PERMANENT TRAINING (ALSO HR). BUILD HIGH QUALITY NETWORKS WITH PREFERRED PARTNERS AND FREELANCERS. MORE SOPHISTICATED AND AD HOC KNOWLEDGE / PEOPLE SOURCING / SOCIAL RECRUITING THE MAIN 36
  37. 37. LET‘S DO SOME GROUP WORK! THE MAIN 37
  38. 38. Document your group discussion on Google Docs! Here‘s the link: http://bit.ly/jwt_change6 FOUR IMPORTANT AREAS FOR CHANGE. The Self-Concept Organizational Culture & Structure ‣  ‣  ‣  ‣  ‣  How you can you establish a culture fostering innovation? ‣  What structure would help you improve your worklife? What‘s your (digital) vision for JWT? What‘s your product in the future? What can you do to bring it to life? What are the cash cows you have to secure? DISCUSS THESE QUESTIONS IN YOUR GROUPS FOR 30 MINUTES. Workflow Human Resources ‣  How do you need to improve your way of working to develop creative digital platform solutions? ‣  Any other innovative ideas to approach your workflow? ‣  What people / competencies do we need? ‣  What can we do to educate our people? ‣  How can we integrate people, who think outside of the box? THE MAIN 38
  39. 39. Thanks for listening! THE MAIN GMBH Hannes Ley Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 ley@themain.de THE MAIN 39
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