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) Gen...
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 % Rev...
WHICH AGENCY DO BRANDS NEED? Own the Creative Own the Conversation Production Oriented  Portfolio is the Asset Work-for-Hi...
[email_address] LET’S TALK
THANK YOU!
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AAAA: The Future of Advertising Agencies

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

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  • AAAA: The Future of Advertising Agencies

    1. 1. LET’S TALK WHAT WOULD WE DO IF WE WERE STARTING A NEW AGENCY TODAY? AAAA DIGITAL CONFERENCE MAY 28, 2008
    2. 2. WHY ARE WE TALKING ABOUT THIS? “ THE AGENCY OF THE FUTURE DOES NOT EXIST”
    3. 3. 1979 Consu mer Technology 1989 Consumer Marketing 1999 Consumer Investing
    4. 4. HOW DID WE GET HERE? 1989
    5. 5. DESKTOP PUBLISHING
    6. 6. INTERNET
    7. 7. PORTAL
    8. 8. SEARCH
    9. 9. DVR
    10. 10. BLOGS
    11. 11. VIDEO
    12. 12. SOCIAL GRAPH
    13. 13. MOBILE
    14. 14. WHERE ARE WE NOW? VIDEO BLOGS MOBILE SOCIAL RADIO TV NEWSPAPER MAGAZINE BILLBOARD KIOSK DIRECT The Attention (Deficit) Generation
    15. 15. WHERE DO WE GO FROM HERE? BRAND CONSUMER Own the Conversation (not just the creative) HELLO! HELLO!
    16. 16. IT’S HOW WE GET FROM HERE TO THERE
    17. 17. RECALCULATE THE MATH (Reach x Frequency) Engagement = Media Buy √ Reach x Frequency = Media Buy
    18. 18. A FEW IDEAS TO CONSIDER
    19. 19. ENGAGE THE AUDIENCE Invite . . . Ask . . . Entertain . . . Co-Create
    20. 20. INVENT NEW AD UNITS: INTEXT
    21. 21. BRAND/CONTENT EMERSION
    22. 22. CREATE COMPELLING PROGRAMMING
    23. 23. INVENT NEW AD UNITS: MEVERTORIAL
    24. 24. INVENT NEW AD UNITS: PLAYBRANDS
    25. 25. INVENT NEW AD UNITS: VCAM
    26. 26. GET IN FRONT OF SEARCH
    27. 27. BRAND CREATIVE MUST MATTER AGAIN
    28. 28. INVENT NEW AD UNITS: PRODUCT AS HERO
    29. 29. 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
    30. 30. 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
    31. 31. [email_address] LET’S TALK
    32. 32. THANK YOU!
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