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Half Fiction - the Über Agency
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Half Fiction - the Über Agency

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Our deck describing the new and necessary facilitator in the client-agency process.

Our deck describing the new and necessary facilitator in the client-agency process.

Published in: Business, Career

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  • 1. OUR MODEL The über agencySunday, October 16, 2011
  • 2. THE MODERN MARKETER’S DILEMMASunday, October 16, 2011
  • 3. MODERN MARKETER’S DILEMMA • An explosion of media types • Difficult to be expert in all • Even harder to keep integrated • Dozens of niche firms to manage • Big agencies slow to adaptSunday, October 16, 2011
  • 4. THE BIG AGENCY PROBLEM • Big agencies can’t move fast enough to keep up • They have no financial stake in staying current with emerging media • Unable/unwilling to seize opportunities in real time • They’re still afloat, but just rearranging the deck chairs...Sunday, October 16, 2011
  • 5. THE VIRTUAL AGENCY PROBLEM • Some have tried creating the “virtual agency” to offer the same talent as big agencies without the bureaucracy. • If successful, virtual agencies find it difficult to resist the temptation of forming a traditional agency structure around a large influx of work. • Virtual agencies have revolving door talent and are better suited for short-term projects and niche tasks. • Therefore, integrating them into a larger marketing mix can be a challenge.Sunday, October 16, 2011
  • 6. THE NICHE AGENCY PROBLEM • Niche agencies cover initiatives like SEO, Social Media, Public Relations, etc. but are difficult to integrate into an overall marketing program. • Agencies working with the same client who offer similar services can get more focused on winning business from each other than properly servicing the account. • The marketing director must be expert enough about each niche to make an informed decision in hiring an agency rather than championing the overall brand message. • One uncooperative agency in the overall mix can undermine all of the other agencies.Sunday, October 16, 2011
  • 7. OUR BUSINESS MODELSunday, October 16, 2011
  • 8. A STRATEGY AGENCY... • We work with our clients to come up with an overarching strategy and message that is communicated through all media. • We work with existing agency partners and find new ones, then integrate them into this strategy. • We transcend traditional advertising: ‣ We’re social media pioneers, and involved with the latest tech startups ‣ We help launch some of the latest technologies that affect the marketing landscape ‣ We partner with world class talent agencies and content producers • We organically intertwine new and old media and use it as a force multiplier making your overall efforts greater than the sum of their parts.Sunday, October 16, 2011
  • 9. AN AGENCY SEARCH FIRM... • There are consultancies who will help you through the process of finding an agency. • Think of them as a dating service. • Think of us as a marriage counselor. • We’re there to make sure the relationship stays on track, in focus, and harmonizes well with everyone. • Our agency partners are used to working together and also understand the potential loss of income beyond your account if they do not play well with others.Sunday, October 16, 2011
  • 10. A RECRUITMENT FIRM... • Sometimes you don’t need an agency, but rather a focused, specific need. • Recruitment firms make money on making placements. • But if there are no placements to be made, they will sometimes “force” a square peg into a round hole. • This is easy - if the talent doesn’t work out, they simply don’t make their fee. They wouldn’t have anyway if they provided no one. • Essentially, they are beta testing on you and filling positions based on wishful thinking. • As your strategic partner, we are there to gain from, and suffer from the consequences of the talent we place. • Our motives are aligned, therefore, you will get better placements.Sunday, October 16, 2011
  • 11. INTRODUCING THE ÜBER AGENCYSunday, October 16, 2011
  • 12. OVERARCHING MANAGEMENT • Half Fiction manages the chaos of ever-changing media, consumer behavior and budgets. • We work with you at the strategic level to make sure all aspects of your marketing are working in harmony. • Think of us as a marketing general contractor: ‣ If you’re doing a renovation on your house, you know what you want it to look like ‣ But you don’t want to pretend to be an expert on hiring plumbers, electricians, painters and carpenters ‣ We know how to find the best agencies and talent so you don’t have to. • We’re the buyer’s agency: an über agency looking out for your best interests.Sunday, October 16, 2011
  • 13. BRILLIANT EXECUTION • We’re not afraid to ask for the best, most brilliant execution possible from our partners. • Because we’re working as your advocate –  not trying to squeeze margins by running your account with interns and nickeling and diming you on fees. • We worked at big agencies and small agencies. We learned all their tricks. • And now we’re here to put a stop to them, on your behalf.Sunday, October 16, 2011
  • 14. ABOUT USSunday, October 16, 2011
  • 15. WHO WE WORK WITHSunday, October 16, 2011
  • 16. OUR PROCESSSunday, October 16, 2011
  • 17. LET’S GET STARTED Marc Lefton Partner marc@halffiction.com 347-417-0793Sunday, October 16, 2011