1. Agencies must change!
Professor Jonathan Briggs
Hyper Island

2. Agencies must change! Music
Movies
Newspapers
Professor Jonathan Briggs
Kingston University, the OTHER media &Advertising
Hyper Island
Politics
Education

4. Who will survive?
Who will prosper?
Who fails?

5. Charging
What needs to change?
The Work
Think about the biggest issues in
each
Structure Crowdsource the results
Keep the ideas clear and
Tools different
http://bit.ly/openlondon
Processes
Culture

6. Become a 100% digital
agency?

7. Give away free work
Unlimited 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

8. 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

9. Ways of doing things are are
changing

10. crowdsource

11. outsource

12. pay for results

13. direct 20%
870 $195
?
orders per average
month order
search 62.5%
?
qualified nearly
traffic customers $2.5M
0.57 traffic customers
PPC 0.87%
cpc annual
revenue
14.4%
referrals 0.87%
%
site
email 2.8% conversion
1.2M
followImaginary figures
numbers

14. small projects

15. continuous change

16. experiment

17. How are agencies changing?
Outsourcing or
In 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

18. Twitter, LinkedIn, Facebook,
Vimeo, Delicious
or search on Google
jonathanbriggs