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AAAA: The Future of Advertising Agencies
 

AAAA: The Future of Advertising Agencies

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Mark's Kvamme's keynote at the AAAA Conference on May 28, 2008

Mark's Kvamme's keynote at the AAAA Conference on May 28, 2008

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AAAA: The Future of Advertising Agencies AAAA: The Future of Advertising Agencies Presentation Transcript

  • 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
  • DVR
  • BLOGS
  • VIDEO
  • 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!