Forrester & OMC
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  • Overall: Forrester is a global research and advisory firm. We have a major presence in North America, Europe, Asia Pac, South America and we have analysts on the ground to support clients. If someone asks what the blue dots represent:The blue filled in represents where we have research teams on the ground and/or collect consumer, business, and workforce data.
  • To summarize, if you are in marketing, technology is your nightmare …. And if you are in technology, 3 guys in a basement can upend your company. As Steve Jobs shows here, Forrester’s unique value is that we help you make better decisions in a world where technology is radically changing your customers. And when we say customers, we’re looking at changes in behavior of end consumers, business buyers, and your internal customers, and we’re the only firm that focuses on each of those pillars. As a global research and advisory firm, we understand how customers are changing by asking consumers, by surveying business, by listening to client questions, and by understanding the capabilities of technologies vendors. It’s that combination that enables us to see change. So we help you understand major trends and apply those trends to your job and your clients, delivering content to help make leaders in their industry successful. The OMC and Forrester partnership includes access to all of our content, all of our analysts.
  • To explain the importance of getting the RIGHT research and data tell this story about the mongoose on Maui: Condense this at will but do NOT forget to reference that this story comes from the book “Truth, Lies, and Advertising” by Jon Steel. Almost every agency person has read this book and if they are at OMC or WPP, they may have it on their shelves.Most of the mammals on Maui, and Hawaii in general, are not native. They were introduced for a variety of reasons, and I've frankly never seen so many feral species in one place. One particular alien species I wanted to check out was the Indian Mongoose. As in Kipling's Jungle Book character Rikki-Tikki-Tavi, the devil-eyed cunning critter is famous for taking on venomous snakes like king cobras. But that's not why the ferret-like mongooses are sometimes referred to as the most dangerous animal in the world. That illustrious title was earned when it became clear that the mongoose is unparalleled when it comes destroying native species. A fact that Hawaiians learned the hard way.So why, you might ask, would the mongoose be purposefully introduced to the Hawaiian Islands, the endangered species capital of the world? And by that, I'm referring to the fact that Hawaii has more endangered species per square mile than anywhere else on the planet. The answer is simple. The story of how the Mongoose got to Hawaii is a familiar one of greed.Greed and rats. Way back in 1872, some Jamaican sugar planter got this great idea to introduce the mongoose in order to keep his rat problem under control. W.B. Espeut got the idea that Indian mongooses might take care of the rat problem in Jamaica if turned loose in the sugar cane fields there. So he sailed across the ocean to Calcutta on a ship called the Merchantman, captured four male and five female mongooses (one pregnant) and brought them back across the ocean to Jamaica.Twenty years later, in a journal article, Espeut gave the mongooses rave reviews. Besides killing rats, he wrote, "snakes, lizards, crabs, toads and the grubs of many beetles and caterpillars have been destroyed.“Espeut was so successful, he created a new Jamaican export: more mongooses! When the article reached the sugar cane plantations of Hawaii, the farmers saw an answer to all their rat problems. So despite some dissent, the Hawaiian farmers ordered 72 mongooses from the Jamaicans in 1883. The mongooses were raised on the Big Island and spread amongst the islands. Little did they know...Lana'i and Kaua'i remained mongoose-free, but on the other islands, the introduction of the Indian Mongoose has been a disaster of epic proportions. Mongooses do kill rats, but not the numbers needed to justify their use. Unlike the nocturnal rats, the mongoose is active during the day. So instead of ridding the islands of rats, the mongooses have found many other things to eat instead. Their diet is surprisingly varied. In fact, it appears there's very few things that a mongoose won't eat.The Indian Mongoose has no natural predators in the Hawaiian Islands and so they have to be controlled using poisoning and trapping. They carry several nasty diseases including rabies and leptospirosis.Nowadays, mongoose rule every Hawaiian island except Lana'i and Kaua'i, and even there it may only be a matter of time. Recently, mongoose have been sighted on Kaua'i. Almost all the mongooses on the Hawaiian Islands today are descended from those nine original ones brought over by W.B. Espeut from Calcutta.Mongooses love eggs (Shane prefers the term "potential birds"). They throw eggs against rocks to break them open and then eat them. The mongooses have preyed on not just the eggs though, but also fledgling and adult native Hawaiian birds, not to mention endangered sea turtle eggs and hatchlings.One case that seems to have truly horrified the Hawaiians is that the mongooses like to snack on the Hawaiian State Bird, the Nene, or Hawaiian Goose.Moral of the story: the Hawaiians thought they had all the right research, THEY FORGOT TO ASK THE RIGHT QUESTION AND DO THE RIGHT RESEARCH. THEY FORGOT TO ASK IF THE MONGOOSE WAS NOCTURNAL. You can get research and data anywhere and many places will give it to you at no cost. There is a reason it is free….and is it the right data? The right research?
  • Forrester is NOT a web site. It takes analysts 2-3 months to research for reports and ultimately what gets published is only “the tip of the iceberg.” Analysts have a whole wealth of knowledge to share that may not end up in any of their reports. A good rule of thumb is “10% of what our analysts know and are researching, actually gets published on the site—TALK TO THEM”
  • We have been in business for 28 years because our analysts are right. With more than 450 analysts around the world, helping industry leaders change their organizations, we your partners in your work for your clients.
  • A global consumer insights tool that tracks how consumers adopt and use technology and how technology and the Internet are changing the way that consumers:Shop, consume media, get services, learn and bankSpend time, interact, communicate, and entertain themselvesAre motivated by technology-driven attitudes and valuesOwn and relate to consumer brands and media
  • Overall data slide
  • ForecastView
  • Surveys in 17 countries spanningDetailed voice-of-the-buyer data provides specific job functions and titles of respondence.
  • Forrsights slide
  • For Vendor clients/prospects: Tech Marketing Navigator (TMN)
  • Appendix-We write about relevant scenarios that happen to agencies. Please refer to Jonathan Browne’s “ Mistakes To Avoid When Hiring An Interactive Design Agency” (This can be used as a takeaway or follow up from the meeting). We are talking to and working with CMOs and marketers and we are doing the same with agencies…We don’t want you wasting your time and resources and we don’t want them frustrated with you. You know better than most, that even in MBA programs with marketing concentrations, not one course is offered on ‘managing agency relationships’.

Forrester & OMC Presentation Transcript

  • 1. Omnicom and Forrester ResearchCollaborating for the Success of your ClientsDorothy M. JohnsonKelly DoyleMeghan Barrett
  • 2. Forrester is a global research and advisory firm© 2012 Forrester Research, Inc. Reproduction Prohibited 2
  • 3. © 2012 Forrester Research, Inc. Reproduction Prohibited 3
  • 4. © 2012 Forrester Research, Inc. Reproduction Prohibited 4
  • 5. © 2012 Forrester Research, Inc. Reproduction Prohibited 5
  • 6. Forrester helps agencies stand out in a crowded marketplace© 2012 Forrester Research, Inc. Reproduction Prohibited 6
  • 7. Forrester drives agency value in three key areas.. 1 Win new business Work with us to establish thought leadership, define your target audience, and validate your pitch or proposal 2 Client engagement & retention Use our data and experts to help you develop programs and hone your recommendations with a trusted third party perspective 3 Agency strategy & development Bring us into your boardroom to help set direction for the future and prepare your teams for what’s next.© 2012 Forrester Research, Inc. Reproduction Prohibited 7
  • 8. Winning new business 1 Demonstrate thought leadership and innovation • Work with Forrester experts on custom external-facing materials establishing market credibility • Sponsor webinars on emerging technologies • Brief Forrester analysts for possible research inclusion Get smart about the prospective client/industry • Get up to speed on the industry/prospective client/competition in a session with Forrester experts • Use data-driven insights on the target audience to perfect your pitch Validate your recommendations • Validate your recommendations with data from a trusted third party perspective • Review your pitch with the analysts who have a seat at the table with your prospective clients and the industry expertise you need© 2012 Forrester Research, Inc. Reproduction Prohibited 8
  • 9. Reach prospects and demonstratethe value of your solution TEI customer case studies:  Quantify the value realized by your customers.  Recount your customers’ path to that value.  Apply to simple or complex capabilities and markets. TEI ROI estimator:  Gives prospects a quick, personalized ROI estimate.  Captures prospect information via the Web for sales follow-up. Promotional speeches and webinars:  Compel prospects to participate in your event.  Engage Forrester experts with your audience.
  • 10. Client engagement 2 Kick off new relationships • Create an Immersion Day where your new account team can come together with Forrester and do a deep dive on a new client Advise your clients • Bring Forrester in for a Strategy Day to vet your client recommendations with an objective third party • Use research and custom data to validate your advice Enhance your relationships • Convene client summits with your team and Forrester experts to discuss a hot topic© 2012 Forrester Research, Inc. Reproduction Prohibited 10
  • 11. Insights into global consumers FORRESTER CONSUMER TECHNOGRAPHICS® + Longest-running digital consumer study (since 1997) + 300,000+ completed surveys + 1,400 brands + 300 attitudes captured + 6 proprietary profiles ____________________ = Deep, customizable, trended consumer insights How technology affects consumers attitudes, behaviors, and motivations© 2012 Forrester Research, Inc. Reproduction Prohibited 11
  • 12. Engage with Forrester through…  Data collected across 19 countries, which forms insights into technology adoption and how technology affects the attitudes, behaviors, and motivations of business buyers, consumers, and employees.  330,000 consumer and 50,000 business surveys Custom completed, representing 56% of the population global data and 80% of the world’s gross domestic product.  35 market forecasts to help formulate strategy, benchmark performance, and optimize planning.  Business data measuring the impact of more than 35 unique marketing vehicles across all stages of the tech purchase process.  Support from a client data service team.© 2012 Forrester Research, Inc. Reproduction Prohibited 12
  • 13. A client’s perspective “I use Forrester’s Consumer Technographics service almost every day to either win new business or deliver actionable insights to my clients. Technographics’ in-depth data about consumers’ digital behaviors and attitudes across a variety of industries helps me create a vivid portrait of the target consumer depending on my client’s needs.” Katherine Lumb VP, Director, Strategy & Analysis Publicis Modem© 2012 Forrester Research, Inc. Reproduction Prohibited 13
  • 14. 2012 calendarFORRESTER FORECASTVIEW Forecast schedule is subject to change EU 7 includes France, Germany, Italy, Netherlands, Spain, Sweden and UK W. Europe includes EU 7 and Austria, Belgium, Denmark, Finland, Greece, Luxembourg, Norway, Portugal and Switzerland AP includes Australia, China, India, Japan and South Korea LATAM includes Brazil and Mexico Global includes 53 individual countries
  • 15. Insights into the global workforce business buyers. Understand the how and why business budget for, purchase and use technology. Forrester Forrsights’ voice-of-the- buyer insights help:  Validate business cases to executive and management teams.  Provide proof points in marketing and messaging, leveraging the Forrester brand.  Educate sales teams and partners on customer needs and market conditions.  Align your market approach and channel strategy with customers’ needs and local opportunities.© 2012 Forrester Research, Inc. Reproduction Prohibited 15
  • 16. Example: insights into business buyer and workforce behavior FORRESTER FORRSIGHTS Technology inhibitors 65% of software decision- Purchasing drivers makers have security 68% of firms report their concerns regarding top purchasing driver for Disruptive technology adoption software-as-a-service software-as-a-service was (SaaS), and 54% are “speed of implementation 32% of mobility decision- makers report that their concerned about and deployment” – above integration challenges with cost. firms have already adopted mobile device management other applications. services. Impact of technology End user behavior 61% of firms that have 24% of enterprise business technology adopted unified users have bought something with their communications report own money to help them do their job, “improved collaboration and 25% have convinced their company between dispersed teams” to buy something new to help them do as the primary benefit. their job.© 2012 Forrester Research, Inc. Reproduction Prohibited 16
  • 17. Measuring marketing impact TECH MARKETING NAVIGATOR: FORMERLY KNOWN AS STRATEGIC OXYGEN Influencers Map the shifting levels of influence that decision- makers have throughout the purchase process – ensure that you are Vehicles and properties talking to the right Measure the impact of people at the right time. more than 35 unique marketing vehicles – communicate where your message will have the greatest reach. Content Evaluate the effectiveness of 28 different content types when paired with each vehicle – deliver the right message to your customers.© 2012 Forrester Research, Inc. Reproduction Prohibited 17
  • 18. Agency strategy & development 3 Strategy review • Review the impact of market disrupters and prepare for what’s next Competitive analysis • Benchmark yourself against the competition Professional development • Train your internal teams on emerging technologies and techniques© 2012 Forrester Research, Inc. Reproduction Prohibited 18
  • 19. December 2011 “Mistakes To Avoid When Hiring An Interactive Design Agency, 2011”© 2012 Forrester Research, Inc. Reproduction Prohibited 19
  • 20. Thank youDOROTHY JOHNSON+1 212.857.0714DJOHNSON@FORRESTER.COM