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The Great Re-bundling Debate: Should Media and Creative Come Back Together?
 

The Great Re-bundling Debate: Should Media and Creative Come Back Together?

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A session from ad:tech Chicago led by Noah Brier and Paul Woolmington (Naked Communications New York) -- http://www.houseofnaked.com

A session from ad:tech Chicago led by Noah Brier and Paul Woolmington (Naked Communications New York) -- http://www.houseofnaked.com

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    The Great Re-bundling Debate: Should Media and Creative Come Back Together? The Great Re-bundling Debate: Should Media and Creative Come Back Together? Presentation Transcript

    • • Tuesday, 5:00 - 6:00pm The Great Re-bundling Debate: Should Media and Creative Come Back Together? WORKSHOP FACILITATOR: Paul Woolmington Naked Communications Noah Brier Naked Communications
    • THE RULES • Be nice . . . • But don’t be afraid to challenge • Interrupt at any point • Talk to each other
    • THE AGENDA • Definitions • History • Pros & Cons • New models • Rules of engagement
    • UNBUNDLED • Agencies that specialize is a particular part of the marketing puzzle. This can be as broad as media/ creative or as narrow as SEO.
    • BUNDLED • An agency where media, strategy, creative and (increasingly) technology is all housed under one roof.
    • HOLDING COMPANY • Lots of unbundled/bundled agencies living within a larger organization.
    • HOW DID WE GET HERE? VOL. 1 • Media agencies were tired of getting pushed around and decided to take their expertise (and money) elsewhere.
    • HOW DID WE GET HERE? VOL. 2 • The endless spectrum of digital made specialization even more of a necessity. • At the same time, the blurred lines between media and creative made us wonder if re-bundling made more sense.
    • THERE’S NO ONE ANSWER • Like most things, it ebbs and flows.
    • PROS AND CONS
    • FOOD FOR THOUGHT • How do you integrate? • Which structure is more objective? • Where does digital fall into the mix? • Integrated vs. holding company • Role of client vs. agency
    • RULES OF ENGAGEMENT • “A clear strategic focus” • “Clearly defining agency scopes” • “Frequent and open agency feedback” • “Training and strategic engagement of our agency partners” • “Recognizing and celebrating successes” SOURCE: “Maximizing unbundled agency performance - a case study.” Lisa Wellington, The Advertiser, February 2006, pp.22-24
    • NEW MODELS? • Executive Producer • Client-controlled
    • thanks for coming. love,