Agencies must change!     Professor Jonathan Briggs            Hyper Island
Agencies must change!    Music                             Movies                                 Newspapers             P...
Who will survive?Who will prosper?   Who fails?
Charging            What needs to change?The Work            Think about the biggest issues in            eachStructure   ...
Become a 100% digital     agency?
Give away free workUnlimited work for a fixed fee     Free updates for life Pitch lists with 20 agencies     Clients have n...
Possible changes•   Stop being agencies•   Stop pitching          •   Charge for value•   Buy more digital       •   Payme...
Ways of doing things are are         changing
crowdsource
outsource
pay for results
direct     20%                                                                    870        $195                         ...
small projects
continuous change
experiment
How are agencies changing?                         Outsourcing orIn house production                         crowdsourcing...
Twitter, LinkedIn, Facebook,     Vimeo, Delicious   or search on Google      jonathanbriggs
Changes in agencies (open)
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Changes in agencies (open)

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Changes in agencies (open)

  1. 1. Agencies must change! Professor Jonathan Briggs Hyper Island
  2. 2. Agencies must change! Music Movies Newspapers Professor Jonathan BriggsKingston University, the OTHER media &Advertising Hyper Island Politics Education
  3. 3. Who will survive?Who will prosper? Who fails?
  4. 4. Charging What needs to change?The Work Think about the biggest issues in eachStructure Crowdsource the results Keep the ideas clear and Tools different http://bit.ly/openlondonProcessesCulture
  5. 5. Become a 100% digital agency?
  6. 6. Give away free workUnlimited work for a fixed fee Free updates for life Pitch lists with 20 agencies Clients have no idea Make a better Facebook We want the “wow factor” Digital is cheap
  7. 7. Possible changes• Stop being agencies• Stop pitching • Charge for value• Buy more digital • Payment by results• Improve PR functions • Take a cut in sales• Offer strategic • Technology licensing consulting • Software as a service• Crowdsource/ • Charge for leads outsource everything • Invest in start-ups• Search marketing • Lowe Labs• Create products
  8. 8. Ways of doing things are are changing
  9. 9. crowdsource
  10. 10. outsource
  11. 11. pay for results
  12. 12. direct 20% 870 $195 ? orders per average month order search 62.5% ? qualified nearly traffic customers $2.5M0.57 traffic customers PPC 0.87%cpc annual revenue 14.4% referrals 0.87% % site email 2.8% conversion 1.2M followImaginary figures numbers
  13. 13. small projects
  14. 14. continuous change
  15. 15. experiment
  16. 16. How are agencies changing? Outsourcing orIn house production crowdsourcing Paid for time Paid for results Integrated teams Specialist departments Services or Campaigns ecommerce Big ideas Focus on numbers Big projects Small iterative projects
  17. 17. Twitter, LinkedIn, Facebook, Vimeo, Delicious or search on Google jonathanbriggs
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