3. So hi! I am Rick
I am one of the founders of The Barbarian Group.
I live here in New York.
3
4. So what have
we been up to?
Just under a year ago, The Barbarian
Group sold itself to Cheil Worldwide - a
Korean agency network. Since then,
we’ve been dilligently chipping away at
this whole “agency of the future thing.”
4
5. We moved our headquarters
from Boston to New York
and moved into a new office.
33. “A million visits is cool. You
know what’s cooler?
A billion visits.”
(I really hope this preview has been
playing in Denmark as much as it’s been
playing here.)
34. We’re not interested in the
next big viral hit. We’re
interested in transforming
businesses, and helping our
clients conquer the web.
(Viral is just a piece of that.)
64. The big ad agency is learning digital.
The media company is relearning
creative.
65. The big ad agency is learning digital.
The media company is relearning
creative.
The digital production company is
learing strategy and brand.
66. The big ad agency is learning digital.
The media company is relearning
creative.
The digital production company is
learing strategy and brand.
The video production company is
learning digital.
71. Everyone is learning: Social
Mobile
Experiential
Word of Mouth
(Except the social, mobile,experiential and WOM
agencies. They’re learning everything else.)
73. The small agencies are trying to get big.
The big agencies are trying seem
smaller.
74. The small agencies are trying to get big.
The big agencies are trying seem
smaller.
People are leaving big agencies to start
small ones.
75. The small agencies are trying to get big.
The big agencies are trying seem
smaller.
People are leaving big agencies to start
small ones.
Somehow we’re all global. Even if it’s
just a URL.
76. I hear that you and your band have sold
your guitars and bought turntables.
I hear that you and your band have sold
your turntables and bought guitars.
– James Murphy, LCD Soundsytem
82. Online ad dollars have
fluctuated from brand (the
banner)...
...to direct (AdWord, SEO,
eCommerce)...
83. Online ad dollars have
fluctuated from brand (the
banner)...
...to direct (AdWord, SEO,
eCommerce)...
...and, now, back toward brand
(Facebook, social media)
84. Ad Spend
Brand Marketing
Direct Marketing
1995 2000 2005 2010
85. Ad Spend
Brand Marketing
Direct Marketing
1995 2000 2005 2010
(These numbers are totally made up.)
86. We used to have the
“digital” agency:
below the line, direct, search
87. And we had the “agency of
record”:
Traditional, brand focused,
did some digital.
When, you know, it was cool.