iMedia December Agency Summit: Skills for 2011 Media Teams
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iMedia December Agency Summit: Skills for 2011 Media Teams

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Master Class A: Skills for 2011 media teams

Master Class A: Skills for 2011 media teams

Presenter: Uwe Hook, CEO BatesHook

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iMedia December Agency Summit: Skills for 2011 Media Teams iMedia December Agency Summit: Skills for 2011 Media Teams Presentation Transcript

  • Skills for the 2011 Media Team
  • How to succeed in the next decade
  • “I believe the traditional agency model is really obsolete. We are competing to see who can create the best horseshoes.”
    Keith Reinhard, Chairman Emeritus, DDB Worldwide
  • “The old-fashioned supertanker model is already dead. Clients want smaller collections of people tied to nimble, innovative, evolving structures that can shape and mould themselves into whatever form is needed to be solve their problems”
    Karina Wilsher, MD Fallon
  • “Change, Change, or Change: Options for the agency of the future.”
    Maurice Levy, Chairman and CEO, PublicisGroupe
  • 1. Deliverables
  • Deliverables
    Disciplinary Xenophobia
  • Deliverables
    Disciplinary Xenophobia
    Compensation Model
  • Deliverables
    Disciplinary Xenophobia
    Compensation Model
    Egregious Excess
  • Client Relationship
  • Client Relationship
    Team Relationship
  • Client Relationship
    Team Relationship
    The 4 C’s
  • Client Relationship
    Team Relationship
    The 4 C’s
    Training and tools
  • Client Relationship
    Team Relationship
    The 4 C’s
    Training and tools
    Global Reach; Local Knowledge
  • “Change, Change, or Change: Options for the agency of the future.”
    Maurice Levy, Chairman and CEO, PublicisGroupe
  • 1. Large Network/Multinational
    Size matters
    Internal shifts
    Relationship expertise
    Dedicated teams
    Bureaucracy
    Holding companies
  • 2. A team of specialized agencies
    Multiple touch points for the client
    Security of true expertise
    Long-standing teams that understand the client
    A client-driven expectation of strong teamwork
    Leaner, quicker, less bureaucratic
    New-media savvy, media agnostic approach
    Interagency cultural conflicts
    Holding companies
  • 3. Adaptable Networks
    Lean internal team
    Hot senior creatives
    Tapping into the pool of unemployed agency types
    Generation Y-compatible
    No more walls, just infrastructure
    Actually, some walls
    Less bureaucracy, lower costs
  • 4. Crowdsourcing
    Relationships are more or less forgotten
    No trust, only results
    Global Reach? Yes. Local Knowledge? Yes.
    Generation Y-compatible
    Innovative, media-agnostic
    Cheap, fast and nimble
  • “The revolution hates compliance. It doesn’t reward cogs in the system. You don’t get rewarded for compliance. You get rewarded for solving interesting problems. You get rewarded for leading. You get rewarded for taking risks. You are rewarded for connecting people. You are rewarded for ideas worth spreading.” – Seth Godin
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  • @uwehook
    uwe@bateshook.com