AAAA: The Future of Advertising Agencies

LET’S TALK WHAT WOULD WE DO IF WE WERE STARTING A NEW AGENCY TODAY? AAAA DIGITAL CONFERENCE MAY 28, 2008

WHY ARE WE TALKING ABOUT THIS? “ THE AGENCY OF THE FUTURE DOES NOT EXIST”

1979 Consu mer Technology 1989 Consumer Marketing 1999 Consumer Investing

HOW DID WE GET HERE? 1989

DESKTOP PUBLISHING

INTERNET

PORTAL

SEARCH

SOCIAL GRAPH

MOBILE

WHERE ARE WE NOW? VIDEO BLOGS MOBILE SOCIAL RADIO TV NEWSPAPER MAGAZINE BILLBOARD KIOSK DIRECT The Attention (Deficit) Generation

WHERE DO WE GO FROM HERE? BRAND CONSUMER Own the Conversation (not just the creative) HELLO! HELLO!

IT’S HOW WE GET FROM HERE TO THERE

RECALCULATE THE MATH (Reach x Frequency) Engagement = Media Buy √ Reach x Frequency = Media Buy

A FEW IDEAS TO CONSIDER

ENGAGE THE AUDIENCE Invite . . . Ask . . . Entertain . . . Co-Create

INVENT NEW AD UNITS: INTEXT

BRAND/CONTENT EMERSION

CREATE COMPELLING PROGRAMMING

INVENT NEW AD UNITS: MEVERTORIAL

INVENT NEW AD UNITS: PLAYBRANDS

INVENT NEW AD UNITS: VCAM

GET IN FRONT OF SEARCH

BRAND CREATIVE MUST MATTER AGAIN

INVENT NEW AD UNITS: PRODUCT AS HERO

PERFORMANCE BASED COMPENSATION Sales & Marketing Cost of Sales JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL % Revenue Operating Profit Expenses R&D Manufacturing Saleries G&A Operating Income Taxes Net Income

WHICH AGENCY DO BRANDS NEED? Own the Creative Own the Conversation Production Oriented Portfolio is the Asset Work-for-Hire Target an Audience Insertion Orders RxF=Media Buy Standard Ad Units S&M Expense Fee Comp. Partner Strategic Oriented I.P. is the Asset. Subscriber Mgmt. Engage the Audience Programming & Apps (RxF)/E=Media Buy Invent Ad Units Cost of Sales %Revenue Comp. Team Member

[email_address] LET’S TALK

THANK YOU!

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AAAA: The Future of Advertising Agencies

by mkvamme on Nov 10, 2008

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