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Building a new agency OS
Google #Firestarters 3 | 27.09.11

Mel Exon, BBH Labs
@bbhlabs @melex
Text   Clue: it’s not this




                Photo credit: Luca Zanier
...nor this.



         Photo credit: Luca Zanier
so what might it be?
learning to love uncertainty >>
"65 percent of children entering grade school
this year will end up working in careers that
haven't even been invented yet."

Cathy N. Davidson, Duke University, via theatlantic.com
so, let’s start by agreeing on the present >>
the pace of change... exponential?




“.. we are living through the greatest
revolution ever seen in the potential for
human achievement and human
connection.”

Ben Hammersley
the pace of change... exponential or logarithmic?




“.. we are living through the greatest
revolution ever seen in the potential for
human achievement and human
connection.”                                “That’s okay. It was ever thus.”

Ben Hammersley                              Matt Edgar
"we’ve been releasing a new
version of our mobile OS,
Android, every quarter... not too
long ago we had operating
systems that got released every
few years. That’s a huge change."
Larry Page, Google shareholders meeting, June 2011
"the question we’re always
asked is ‘Why do you have to
keep changing the
platform?’. My answer to
that... you’re welcome.”
Boz, Facebook Studio Live, London, Sept 2011
so... we might as well get used to it :)
a hypothesis guess about what this means
for marketing
Building A New Agency OS - Google #Firestarters
Building A New Agency OS - Google #Firestarters
Marketing Singularity?



The best marketing becomes so useful or entertaining
it becomes indistinguishable from the product or
service it promotes...

think: ongoing platforms as OS, campaigns as apps
Marketing Singularity?



The best marketing becomes so useful or entertaining
it becomes indistinguishable from the product or
service it promotes...

think: ongoing platforms as OS, campaigns as apps

(potentially) marketing as profit centre, not just cost
the task of an agency becomes ruthlessly simple.
What can we do to deliver marketing that reflects a
new reality?


Useful | Entertaining | Epic
what kind of agency OS does this demand?
reductive thinking everywhere
silicon vs carbon
‘big is a collection of smalls’
networked, vs in a network
renaissance (w0)men
make real things
curiosity & constant learning




                            youareyou.net/calltrace/
“We launched Kickstarter, added a bunch of complicated
features, then removed all of them... Simplify to the essence”

Yancey Strickler




“Photo sharing [on Burbn Inc] was one slice of many.. as we
worked on that, we realised we were doing far too much.
We cut everything, apart from photos.”

Kevin Systrom
Minimum Viable Product


Sound familiar?

great strategy and great creative have *always*
been about the art of sacrifice.

the task now is to apply this mindset throughout
the agency process; reduce to MVP, then listen
(data) & pivot as required...

...don’t launch & leave.
stability




                                    creation of new                                                               many new
                                     infrastructural                                                            infrastructural
                                       technology                                                                technologies
                                   followed by rapid
                                       disruption                                                             frequent disruption

                                                                                                              smaller periods of
                                                                                                                  stability


        stability



years                                                                    years




             S curve - stable over decades                                        the present - and likely future




                               Source: The Big Shift by John Hagel, John Seely Brown and Lang Davison, via Stephanie & Bryan Rieger @ Yiibu.com
“The world might be digital, but people are analog. Silicon
based technologies continuously improve and are emotion
free. Carbon-based life form’s (ie humans) ability to
process and adjust is not scaling at the rate of digital
change. This divide will be one that will be addressed by
successful companies.”

Rishad Tobaccowala, VivaKi




                                                              Photo credit: Joern Roede & Jonathan Pimay
nimble, task-based teams




                    UX/creative             strategist
                       tech




                Program            client              designer
                manager



                                              data
                          broker             analyst
“big is a collection of smalls”
Nigel Bogle
networked, versus in a network
foster renaissance (wo)men
make real things




                   Source: flickr.com/photos/tbuser/
stay curious
Building A New Agency OS - Google #Firestarters
thank you


Google #Firestarters 3 | 27.09.11

Mel Exon, BBH Labs
@bbhlabs @melex

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Building A New Agency OS - Google #Firestarters

  • 1. Building a new agency OS Google #Firestarters 3 | 27.09.11 Mel Exon, BBH Labs @bbhlabs @melex
  • 2. Text Clue: it’s not this Photo credit: Luca Zanier
  • 3. ...nor this. Photo credit: Luca Zanier
  • 4. so what might it be?
  • 5. learning to love uncertainty >>
  • 6. "65 percent of children entering grade school this year will end up working in careers that haven't even been invented yet." Cathy N. Davidson, Duke University, via theatlantic.com
  • 7. so, let’s start by agreeing on the present >>
  • 8. the pace of change... exponential? “.. we are living through the greatest revolution ever seen in the potential for human achievement and human connection.” Ben Hammersley
  • 9. the pace of change... exponential or logarithmic? “.. we are living through the greatest revolution ever seen in the potential for human achievement and human connection.” “That’s okay. It was ever thus.” Ben Hammersley Matt Edgar
  • 10. "we’ve been releasing a new version of our mobile OS, Android, every quarter... not too long ago we had operating systems that got released every few years. That’s a huge change." Larry Page, Google shareholders meeting, June 2011
  • 11. "the question we’re always asked is ‘Why do you have to keep changing the platform?’. My answer to that... you’re welcome.” Boz, Facebook Studio Live, London, Sept 2011
  • 12. so... we might as well get used to it :)
  • 13. a hypothesis guess about what this means for marketing
  • 16. Marketing Singularity? The best marketing becomes so useful or entertaining it becomes indistinguishable from the product or service it promotes... think: ongoing platforms as OS, campaigns as apps
  • 17. Marketing Singularity? The best marketing becomes so useful or entertaining it becomes indistinguishable from the product or service it promotes... think: ongoing platforms as OS, campaigns as apps (potentially) marketing as profit centre, not just cost
  • 18. the task of an agency becomes ruthlessly simple. What can we do to deliver marketing that reflects a new reality? Useful | Entertaining | Epic
  • 19. what kind of agency OS does this demand?
  • 20. reductive thinking everywhere silicon vs carbon ‘big is a collection of smalls’ networked, vs in a network renaissance (w0)men make real things curiosity & constant learning youareyou.net/calltrace/
  • 21. “We launched Kickstarter, added a bunch of complicated features, then removed all of them... Simplify to the essence” Yancey Strickler “Photo sharing [on Burbn Inc] was one slice of many.. as we worked on that, we realised we were doing far too much. We cut everything, apart from photos.” Kevin Systrom
  • 22. Minimum Viable Product Sound familiar? great strategy and great creative have *always* been about the art of sacrifice. the task now is to apply this mindset throughout the agency process; reduce to MVP, then listen (data) & pivot as required... ...don’t launch & leave.
  • 23. stability creation of new many new infrastructural infrastructural technology technologies followed by rapid disruption frequent disruption smaller periods of stability stability years years S curve - stable over decades the present - and likely future Source: The Big Shift by John Hagel, John Seely Brown and Lang Davison, via Stephanie & Bryan Rieger @ Yiibu.com
  • 24. “The world might be digital, but people are analog. Silicon based technologies continuously improve and are emotion free. Carbon-based life form’s (ie humans) ability to process and adjust is not scaling at the rate of digital change. This divide will be one that will be addressed by successful companies.” Rishad Tobaccowala, VivaKi Photo credit: Joern Roede & Jonathan Pimay
  • 25. nimble, task-based teams UX/creative strategist tech Program client designer manager data broker analyst
  • 26. “big is a collection of smalls” Nigel Bogle
  • 27. networked, versus in a network
  • 29. make real things Source: flickr.com/photos/tbuser/
  • 32. thank you Google #Firestarters 3 | 27.09.11 Mel Exon, BBH Labs @bbhlabs @melex