Co-Creation 
 
and the Future of Agencies
Presented by Tim Williams 
ignition consulting group
www.ignitiongroup.com
More
Content
Complexity
Channels


Fewer
People
Internal Resources
Traditional Agency

Digital Agency
DIS
 INTERMEDIATION
TRAVEL AGENCY
INSURANCE AGENCY
REAL ESTATE AGENCY
ADVERTISING AGENCY
AGENCY
David Smith
Global Futures & Foresight
DIS
 INTERMEDIATION
Client

Agency
Media
Production
Ideation

AGENCY
DIS
 INTERMEDIATION
IN MEDIA
DIS
 INTERMEDIATION
IN MEDIA
“We have essentially made ourselves a full-service
media and creative shop that goes beyond just
having a sales team. In a...
Marketers that expect to do more
business directly with media companies:

52%

Marketers that expect to do more
business w...
DIS
 INTERMEDIATION
IN PRODUCTION
Decoupling
Ideation

Execution
DIS
 INTERMEDIATION
IN PRODUCTION
DIS
 INTERMEDIATION

Suppliers

Competitors
DIS
 INTERMEDIATION
DIS
 INTERMEDIATION
Client

Agency
Media
Production
Ideation
①  Work is no longer a place.
②  The biggest friction point for
businesses is finding,
vetting, and hiring workers,
and onl...
OUTSOURCING
June, 2006

CROWDSOURCING
Online stock photography is built on crowdsourcing principles
CROWDSOURCING
= OPEN SOURCE
“Crowdsourcing: The application of open source
principles to fields outside of software.”

Jeff Howe

Author of “Crowdsourc...
The Open Source Continuum
Amateurs

Professionals

CROWDSOURCING

EXPERT-SOURCING
Crowdsourcing
Crowdsourcing
Crowdsourcing
Crowdsourcing
Bob Garfield
Advertising Age Columnist
Author, “The Chaos Scenario”
www.crowdspring.com
$333

Arnell Group
$1 million
New role for agencies:
Not just create, but curate.
THE CREATIVE DIRECTOR AS CURATOR
“Chance favors the connected mind.”
The Open Source Continuum
Amateurs

Professionals

CROWDSOURCING

EXPERT-SOURCING
Expert-sourcing
Expert-sourcing
How the creatives feel about it
“The virtual thing totally liberates. There’s little judgment and
there is mutual respect ...
Expert-sourcing
“The new creative process Giant Hydra is trying to forge is one
where anybody in the team can help an idea grow, and avera...
Expert-sourcing
Expert-sourcing
The open source agency business model
The open source agency business model
INTERNAL CROWDSOURCING
INTERNAL CROWDSOURCING
CROWDSOURCING BUSINESS UNITS
AGENCIES AS

CREATORS 
+
CURATORS
Dimensions of Adaptive Marketing
1.  Puts insight gathering at the center of marketing efforts. 
2.  Marketers and agencie...
Open source at work in related industries
Open source at work in related industries
Open source at work in related industries
“Sophisticated online
platforms are making it ever
simpler to manage and
support distributed workers.
In essence, the crow...
The Open Source Model

1. Created

Done in-house as a core competency of the firm.

2. Curated

Expert-sourced or crowdsour...
Three types of open source contributors

①  Contestants (Crowdspring, etc.)
②  Collaborators (Ideasicle, etc.)
③  Contract...
The Shamrock
Organization
Charles Handy

Leaf 1: The 'core staff' 
Experienced, highly trained professionals, essential to...
Are any agencies really starting 
to work this way? 

HOW AND WHY AGENCIES ARE USING OPEN SOURCE SOLUTIONS
Ì  To get more...
Where from here?
§  Learn more about crowdsourcing before your
clients do.
§  Experiment with open source assignments be...
Thomas Friedman

Author and New York Times Columnist

“Globalization and the information technology
revolution have gone t...
www.IgnitionGroup.com

@TimWilliamsICG
www.linkedin.com/in/TimWilliamsICG
“Positioning for Professionals” by Tim Williams
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
Co-Creation and the Future of Advertising Agencies
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Co-Creation and the Future of Advertising Agencies

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Published on

The role of the advertising agency is not longer just to "create," but also to "curate." Agency professionals must learn to embrace, not resist, the new open source world in which we live.

Published in: Marketing, Business, Technology

Co-Creation and the Future of Advertising Agencies

  1. 1. Co-Creation and the Future of Agencies Presented by Tim Williams ignition consulting group www.ignitiongroup.com
  2. 2. More Content Complexity Channels Fewer People Internal Resources
  3. 3. Traditional Agency Digital Agency
  4. 4. DIS INTERMEDIATION TRAVEL AGENCY INSURANCE AGENCY REAL ESTATE AGENCY ADVERTISING AGENCY AGENCY
  5. 5. David Smith Global Futures & Foresight
  6. 6. DIS INTERMEDIATION Client Agency Media Production Ideation AGENCY
  7. 7. DIS INTERMEDIATION IN MEDIA
  8. 8. DIS INTERMEDIATION IN MEDIA
  9. 9. “We have essentially made ourselves a full-service media and creative shop that goes beyond just having a sales team. In addition to the traditional sales groups, we have a marketing communications group, creative services, and a client solutions team that works directly with marketers. For the most part, we execute all of the ideas.”
  10. 10. Marketers that expect to do more business directly with media companies: 52% Marketers that expect to do more business with agencies: 27%
  11. 11. DIS INTERMEDIATION IN PRODUCTION Decoupling Ideation Execution
  12. 12. DIS INTERMEDIATION IN PRODUCTION
  13. 13. DIS INTERMEDIATION Suppliers Competitors
  14. 14. DIS INTERMEDIATION
  15. 15. DIS INTERMEDIATION Client Agency Media Production Ideation
  16. 16. ①  Work is no longer a place. ②  The biggest friction point for businesses is finding, vetting, and hiring workers, and online talent exchanges remove that friction. ③  The web lets you find the best person to do anything anywhere.
  17. 17. OUTSOURCING
  18. 18. June, 2006 CROWDSOURCING
  19. 19. Online stock photography is built on crowdsourcing principles
  20. 20. CROWDSOURCING = OPEN SOURCE
  21. 21. “Crowdsourcing: The application of open source principles to fields outside of software.” Jeff Howe Author of “Crowdsourcing”
  22. 22. The Open Source Continuum Amateurs Professionals CROWDSOURCING EXPERT-SOURCING
  23. 23. Crowdsourcing
  24. 24. Crowdsourcing
  25. 25. Crowdsourcing
  26. 26. Crowdsourcing
  27. 27. Bob Garfield Advertising Age Columnist Author, “The Chaos Scenario”
  28. 28. www.crowdspring.com $333 Arnell Group $1 million
  29. 29. New role for agencies: Not just create, but curate.
  30. 30. THE CREATIVE DIRECTOR AS CURATOR
  31. 31. “Chance favors the connected mind.”
  32. 32. The Open Source Continuum Amateurs Professionals CROWDSOURCING EXPERT-SOURCING
  33. 33. Expert-sourcing
  34. 34. Expert-sourcing
  35. 35. How the creatives feel about it “The virtual thing totally liberates. There’s little judgment and there is mutual respect to let ideas out and see if they go somewhere.  You filter but not as much as if you are in a room with someone.” – Expert, The Kernal “The great thing about Ideasicle is that you can carry the info around in your head and when inspiration strikes, you can share, collaborate, comment right then and there.” – Expert, Manifesto “There’s something freeing about it and I love the soup of POV’s we’re cooking on each assignment.” – Expert, Twang
  36. 36. Expert-sourcing
  37. 37. “The new creative process Giant Hydra is trying to forge is one where anybody in the team can help an idea grow, and average ideas can grow into great ones rather quickly. The result has agencies and clients receiving massive amounts of high quality ideas in less time and at lower costs. The agency retains its leadership role, remaining in charge of crucial elements such as media and production. The agency develops and maintains strategies, and of course continues to foster its relationship with the client. The only major change is that the conceptual process is handled by the best and most talented people available in the world.”
  38. 38. Expert-sourcing
  39. 39. Expert-sourcing
  40. 40. The open source agency business model
  41. 41. The open source agency business model
  42. 42. INTERNAL CROWDSOURCING
  43. 43. INTERNAL CROWDSOURCING
  44. 44. CROWDSOURCING BUSINESS UNITS
  45. 45. AGENCIES AS CREATORS + CURATORS
  46. 46. Dimensions of Adaptive Marketing 1.  Puts insight gathering at the center of marketing efforts. 2.  Marketers and agencies take a more fluid approach to marketing budgets. 3.  All parties embrace a continuous beta mentality. 4.  Agencies act as both creators and curators. 5.  Agencies are part of a federation of marketing relationships. 6.  Marketers avoid one-size-fits-all solutions in favor of modular solutions. 7.  Success is measured in real time (agile measurement).
  47. 47. Open source at work in related industries
  48. 48. Open source at work in related industries
  49. 49. Open source at work in related industries
  50. 50. “Sophisticated online platforms are making it ever simpler to manage and support distributed workers. In essence, the crowd has become a fixed institution available on demand.” Kevin Bourdreau and Karim Lakhani “Using the Crowd as an Innovation Partner” Harvard Business Review
  51. 51. The Open Source Model 1. Created Done in-house as a core competency of the firm. 2. Curated Expert-sourced or crowdsourced, with agency as intermediary. 3. Contracted Assigned to outside resource with minimal direct involvement from agency.
  52. 52. Three types of open source contributors ①  Contestants (Crowdspring, etc.) ②  Collaborators (Ideasicle, etc.) ③  Contractors (Guru, etc.)
  53. 53. The Shamrock Organization Charles Handy Leaf 1: The 'core staff'  Experienced, highly trained professionals, essential to continuity and maintaining detailed knowledge of organizational aims, objectives and practices. Leaf 2: A 'contractual fringe' of specialists. May include people who once worked for the organization but now supply services to it. This group operates within broad guidelines but have a high degree of flexibility and discretion. Leaf 3: A flexible work-force of part-time roles. Specialist providers who are added and subtracted as needed.
  54. 54. Are any agencies really starting to work this way? HOW AND WHY AGENCIES ARE USING OPEN SOURCE SOLUTIONS Ì  To get more ideas than the internal creative group can develop Ì  To meet fast deadlines Ì  To handle quick-turn projects Ì  To fulfill low-margin assignments profitably Ì  To help generate ideas for new business opportunities
  55. 55. Where from here? §  Learn more about crowdsourcing before your clients do. §  Experiment with open source assignments before your clients do. §  Introduce your clients to the idea that because your objective is to solve marketing problems as effectively as possible, you can serve them as both creators and curators. §  Get comfortable with the fact that organizations of all types – agencies included – are being redefined beyond their four walls.
  56. 56. Thomas Friedman Author and New York Times Columnist “Globalization and the information technology revolution have gone to a whole new level. Thanks to cloud computing, robotics, wireless connectivity, Skype, Facebook, Google, LinkedIn, Twitter, the iPad, and cheap Internet-enabled smartphones, the world has gone from connected to hyper-connected. This is the single most important trend in the world today. “
  57. 57. www.IgnitionGroup.com @TimWilliamsICG www.linkedin.com/in/TimWilliamsICG “Positioning for Professionals” by Tim Williams

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