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

Slide 1: • 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

Slide 2: THE RULES • Be nice . . . • But don’t be afraid to challenge • Interrupt at any point • Talk to each other

Slide 3: THE AGENDA • Definitions • History • Pros & Cons • New models • Rules of engagement

Slide 4: 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.

Slide 5: BUNDLED • An agency where media, strategy, creative and (increasingly) technology is all housed under one roof.

Slide 6: HOLDING COMPANY • Lots of unbundled/bundled agencies living within a larger organization.

Slide 7: HOW DID WE GET HERE? VOL. 1 • Media agencies were tired of getting pushed around and decided to take their expertise (and money) elsewhere.

Slide 8: 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.

Slide 9: THERE’S NO ONE ANSWER • Like most things, it ebbs and flows.

Slide 10: PROS AND CONS

Slide 11: 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

Slide 12: 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

Slide 13: NEW MODELS? • Executive Producer • Client-controlled

Slide 14: thanks for coming. love,