The rise of the Internet has given consumers control of the media and messages they consume. It has also given them unprecedented access to information, products and services. This means our clients’ customers are harder to reach than ever before.
This slide can be re-worded to refer to “challenges and opportunities” The idea is to queue up the major changes which have affected clients in recent years. To succeed in this environment, clients need to: Go to their customers (not the other way round) Respond quickly Measure and modify behaviour in real time Take calculated risks Co-develop with customers Innovate Follow through on the promise Offer value, not just claims
The point of this slide is to articulate our understanding of the enormous pressures our clients face. The media upheaval of the past decade has brought with it a host of problems for our clients. A shift from broadcast to narrowcast requires different client side and agency side skills. Typically our clients need to: Respond in real time to customers Co-create and co-innovate with customers Pay ruthless attention to the delivery of brand promises Develop communications ideas that customers are prepared to be a part of Cut costs Prove effectiveness
We recognise the pressures our clients are under. There is not a single organisation we work with which is not undergoing immense structural change. Our clients are under increasing pressure to master new approaches, channels and technology to keep up with their increasingly fleet of foot customers. As digital technology and the human behaviour that responds to it, atomises, the world in which we operate seems to get exponentially more complex.
At first glance, the response in the agency landscape has not been helpful. A proliferation of small agencies, each with a narrow specialism and all purporting to offer strategic and creative leadership has made our client’s jobs harder. It’s not unusual for us to find ourselves pitching against Ad, PR, DM, digital, CRM, social specialist and media agencies as well as management and tech consultancies, often on the same pitch.
We’ve put deep digital expertise under one roof We have the scale to help clients with big programmes of digital work We focus on helping clients “walk the walk” so their messages are believed by their customers We ruthlessly focus on the digital behaviour and interests and needs of clients’ customers We are humble enough to optimise our work based on analytics and learning
We merged some great agencies to be able to offer all of this: Advising on business and digital strategy (S&P) Getting under the skin of users’ needs (EA) Creating memorable campaigns and compelling brand experiences (creative) Harnessing technology to support marketing and business objectives (tech offer) Helping build long term relationships with your customers (CRM) Planning and executing owned, earned and bought digital media campaigns (media, social, EPR) Tracking and measuring performance and feeding back into future development plans (measurement) Relentlessly focussing on our client’s needs (Client Services)
At our clients’ disposal are: 2000 staff 25 offices 15 countries Best in class digital talent in all key hubs
… and around the world.
Our real differentiator is our ability to blend deep competence in key digital disciplines, globally.
Connect to deep dive on capability from here via hyperlink. Advising on business and digital strategy (S&P) Getting under the skin of users’ needs (EA) Creating memorable campaigns and compelling brand experiences (creative) Harnessing technology to support marketing and business objectives (tech offer) Helping build long term relationships with your customers (CRM) Planning and executing owned, earned and bought digital media campaigns (media, social, EPR) Tracking and measuring performance and feeding back into future development plans (measurement) Relentlessly focussing on our client’s needs (Client Services)
Being full service + global allows us to understand the full customer journey for our clients – understand how believable their offering is. We will articulate here as Making brands believable
London, 29 April 2010 | | Measurement /effectiveness Content distribution Content creation Strategy Blended teams Search Media Strategy Planning Analytics CRM UEA Creative Technology Managed Services
LBi – Full-service Digital CRM Social Media Marketing Measurement & Tracking Media Advertising SEO/SEM ePR Strategy Comms Planning User Research User Experience Branded Experiences Content Services Digital Design Website Build Service Innovation Transactional Services Managed Services Hosting Application Support
We believe the Internet has empowered consumers to such an extent that it’s never been harder for brands to cut through and find a place in people’s lives. In a digital age, the consumer expects to engage with content, tools and functionality that make the brand proposition real, relevant and ultimately something to believe. With our unique ability to blend digital expertise, we work with our clients and their other partners to ensure their brands deliver across the customer journey. We call this Building Believable Brands