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(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
(Graham Brown mobileYouth) Why Creative Agencies Suck
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(Graham Brown mobileYouth) Why Creative Agencies Suck

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By Graham Brown …

By Graham Brown
take it or leave it...

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  • 1. Why! Creative Agencies Suck… Graham Brown!www.mobileYouth.org
  • 2. What exactly …is a brand? Graham Brown!www.mobileYouth.org
  • 3. Ask your agency Graham Brown!www.mobileYouth.org
  • 4. they’ll say…“you’ve gotto get ontothe next bigthing…” Graham Brown! www.mobileYouth.org
  • 5. They’ll manage your brand for you Graham Brown! www.mobileYouth.org
  • 6. Ask your customer Graham Brown!www.mobileYouth.org
  • 7. they’ll say… 65% of youth buy mobile handsets based on what their friends said Graham Brown!www.mobileYouth.org
  • 8. This is your brand…in action Graham Brown!www.mobileYouth.org
  • 9. not here… Graham Brown!www.mobileYouth.org
  • 10. Customers are the brand Graham Brown!www.mobileYouth.org
  • 11. so, somebody’s not telling the truth here… Graham Brown!www.mobileYouth.org
  • 12. “Dear Mr Client, "I need your marketing budget to help me win one of these” winning awards or winning customers? Graham Brown!www.mobileYouth.org
  • 13. “Can I saysomething?” Graham Brown!www.mobileYouth.org
  • 14. “When I think of your brand, I don’t think about what you said to me… I think about what you did for me…” Graham Brown!www.mobileYouth.org
  • 15. I mean… everyone’s doing this Graham Brown!www.mobileYouth.org
  • 16. and this… Graham Brown!www.mobileYouth.org
  • 17. and this… Graham Brown!www.mobileYouth.org
  • 18. and you won one of these… Graham Brown!www.mobileYouth.org
  • 19. and you’ve got one of these Graham Brown!www.mobileYouth.org
  • 20. and you’ve got her… Graham Brown!www.mobileYouth.org
  • 21. and you said this in the pitch “SOCIAL” Multi-channel engagement 360 cross-platform conversation Graham Brown!www.mobileYouth.org
  • 22. BUT… Graham Brown!www.mobileYouth.org
  • 23. When all is said and done… Graham Brown!www.mobileYouth.org
  • 24. You still told the story about yourself Graham Brown!www.mobileYouth.org
  • 25. And that makes you… Graham Brown!www.mobileYouth.org
  • 26. just like the rest of them… Graham Brown!www.mobileYouth.org
  • 27. I mean… Graham Brown!www.mobileYouth.org
  • 28. Sorry to break it to you but… Graham Brown!www.mobileYouth.org
  • 29. I don’t want a dialogue with you Graham Brown!www.mobileYouth.org
  • 30. And I don’t want to be your friend Graham Brown!www.mobileYouth.org
  • 31. here… Graham Brown!www.mobileYouth.org
  • 32. here… Graham Brown!www.mobileYouth.org
  • 33. …or here Graham Brown!www.mobileYouth.org
  • 34. I don’t want to listen to your story Graham Brown!www.mobileYouth.org
  • 35. I washoping you wouldhelp me tellmine… Graham Brown!www.mobileYouth.org
  • 36. It’s not how you’re telling the story Graham Brown!www.mobileYouth.org
  • 37. It’s who’s telling it that counts Graham Brown!www.mobileYouth.org
  • 38. Why would your agency want you to fix a broken model? Insights Marketing Service Innovation Graham Brown!www.mobileYouth.org
  • 39. What…broken? Graham Brown!www.mobileYouth.org
  • 40. Sorry to burst your bubble but… Graham Brown!www.mobileYouth.org
  • 41. Customers today couldn’t care less about what your agency is saying… Graham Brown!www.mobileYouth.org
  • 42. So why are you spending more money on finding new ways to make them care even less? Graham Brown!www.mobileYouth.org
  • 43. Because… I’ll never get fired for booking a TV campaign? Graham Brown!www.mobileYouth.org
  • 44. Wait… Graham Brown!www.mobileYouth.org
  • 45. “Can I saysomething?” Graham Brown!www.mobileYouth.org
  • 46. “Like…really saysomething …not in yourfocus groupbut about howI can helpyou…” Graham Brown! www.mobileYouth.org
  • 47. Help me tell my story and… I’ll be your marketing dept Graham Brown!www.mobileYouth.org
  • 48. Help me tell my story and…I’ll be your customer educator Graham Brown!www.mobileYouth.org
  • 49. Help me tell my story and… I’ll be your customer service Graham Brown!www.mobileYouth.org
  • 50. Help me tell my story and… I’ll be your innovation mgr Graham Brown!www.mobileYouth.org
  • 51. so, what isgood branding? Graham Brown!www.mobileYouth.org
  • 52. Clever, funnycampaigns that win awards? Graham Brown!www.mobileYouth.org
  • 53. Customer Experience v1.0 Insights Marketing X X X X Service Innovation Graham Brown!www.mobileYouth.org
  • 54. Or tools to helpyouth tell their story? Graham Brown!www.mobileYouth.org
  • 55. Customer Experience v2.0PermissionAssetMarketing Innovation Service Insights Graham Brown! www.mobileYouth.org
  • 56. Brand Management? Graham Brown!www.mobileYouth.org
  • 57. or… Brand Democracy? Graham Brown!www.mobileYouth.org
  • 58. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  • 59. THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001

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