Impact of Digital Revolution on Ad Agencies

THE IMPACT OF DIGITAL ON AD AGENCIES STERN EMBA LECTURE | 24 JULY 2010 | @SANEEL

A BRIEF HISTORY OF ADVERTISING {as told via facebook newsfeeds}

Traditional Agency Edit My Proﬁle

Traditional Agency Edit My Proﬁle Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like

Traditional Agency Edit My Proﬁle Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like

Traditional Agency Edit My Proﬁle Traditional Agency 2 Traditional Agency Looks like we have a lot of friends in common. Let’s meet for a scotch and talk merger. Q2 of 1981 Comment Like Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like

Traditional Agency Edit My Proﬁle Traditional Agency became a fan of Efficiency. Traditional Agency 2 Traditional Agency Looks like we have a lot of friends in common. Let’s meet for a scotch and talk merger. Q2 of 1981 Comment Like Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like

Traditional Agency Edit My Proﬁle Traditional Agency took the quiz “What business are you in?” with the result of Production. Traditional Agency became a fan of Efficiency. Traditional Agency 2 Traditional Agency Looks like we have a lot of friends in common. Let’s meet for a scotch and talk merger. Q2 of 1981 Comment Like Client Traditional Agency I saw our own TV commercial last night so I’m sure everyone else did too, thx guys! Q4 of 1971 Comment Like Traditional Agency Made a cool print ad. Headed to lunch. Be back tomorrow! Q2 of 1964 Comment Like

Digital Agency Edit My Proﬁle

Digital Agency Edit My Proﬁle Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like

Digital Agency Edit My Proﬁle Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.

Digital Agency Edit My Proﬁle Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.

Digital Agency Edit My Proﬁle Traditional Agency Digital Agency Just wanted to say hi since it’s been a while. We should talk about process so you can translate ideas better. Currently Comment Like Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.

Digital Agency Edit My Proﬁle Creative Department and Media Department are no longer in a relationship. Traditional Agency Digital Agency Just wanted to say hi since it’s been a while. We should talk about process so you can translate ideas better. Currently Comment Like Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.

Digital Agency Edit My Proﬁle Digital Agency became a fan of Technology. Creative Department and Media Department are no longer in a relationship. Traditional Agency Digital Agency Just wanted to say hi since it’s been a while. We should talk about process so you can translate ideas better. Currently Comment Like Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.

Digital Agency Edit My Proﬁle Creative Department has removed Media as an interest. Digital Agency became a fan of Technology. Creative Department and Media Department are no longer in a relationship. Traditional Agency Digital Agency Just wanted to say hi since it’s been a while. We should talk about process so you can translate ideas better. Currently Comment Like Digital Agency Packing up the scooters & foosball table. Just got acquired by Traditional Agency! Q1 of 2002 Comment Like Traditional Agency Just spun off our media department into its own company. Global efficiency FTW! Q2 of 1995 Comment Like Media Department likes this.

Media Edit My Proﬁle

Media Edit My Proﬁle Consumer I really liked that video with the surﬁng dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like

Media Edit My Proﬁle Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surﬁng dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like

Media Edit My Proﬁle Creative Department Media Long time no talk. I was just looking thru your photos. You’ve changed a lot-- I barely recognize you! Currently Comment Like Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surﬁng dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like

Media Edit My Proﬁle Consumer added the Control Media application. Creative Department Media Long time no talk. I was just looking thru your photos. You’ve changed a lot-- I barely recognize you! Currently Comment Like Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surﬁng dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like

Media Edit My Proﬁle Media and Media are now friends. Consumer added the Control Media application. Creative Department Media Long time no talk. I was just looking thru your photos. You’ve changed a lot-- I barely recognize you! Currently Comment Like Media I feel so outta sorts lately. You know, like fragmented and ever-changing... or something. 9 seconds ago Comment Like Consumer I really liked that video with the surﬁng dog someone tweeted about. I was gonna buy the board for Fluffy, but it got bad Amazon reviews. 2 hours ago Comment Like

TWO EXAMPLES OF MEDIA TRENDS {what consumer empowerment looks like}

PERSONAL BROADCASTING

{Facebook Quizzes} Diddit & TripIt Twitter lists & ﬁltered newsfeeds

CURATION

{Aardvark} Amazon recommendations & Netﬂix reviews Transparency of bias

IMPACT ON PROCESS {75% of agency conversation}

{RESEARCH & INSIGHTS} {STRATEGY} {PLANNING} {CREATIVE} {MEDIA} {PRODUCTION} {efﬁciency used to be about closing gaps}

{RESEARCH & INSIGHTS} {STRATEGY} {PLANNING} {CREATIVE} {MEDIA} {PRODUCTION} {digital requires concurrent processes}

IMPACT ON BUSINESS MODEL {20% of agency conversation}

THE PRODUCTION ISSUE: IN QUOTES { } ‘Oh shit, clients ﬁgured out production is cheap’ { } ‘What do you mean the iPad doesn’t have ﬂash?’ { } ‘But the other guys said we could get more K’

IMPACT ON TALENT {5% of agency conversation}

DIGITALʼS IMPACT ON CREATIVE IDEAS { } Digital media & creative are intrinsically linked { } Many digital environments require custom ideation { } Today’s creative executions must evolve { } Digital ideas emphasize utility

A NEW SET OF AGENCY SKILLS {we call it media design}

MEDIA DESIGNERS DONʼT TWEET TOO HARD {understand the impact of the channel on content}

MEDIA DESIGNERS USE MEDIA AS A CREATIVE INPUT {leverage media culture as a lens to view consumers}

MEDIA DESIGNERS USE THE YOUTUBE RULE TO THEIR ADVANTAGE {they craft media-scalable ideas}

MEDIA DESIGNERS KNOW THEREʼS NO SUCH THING AS MEDIA AGNOSTIC {they architect ideas with media}

MEDIA DESIGN: A NEW SET OF SKILLS { } Understand the impact of the channel on content { } Leverage media culture as a lens to view consumers { } Craft media-scalable ideas { } Architect ideas with media

WHAT WE TALK ABOUT WHAT THE IMPACT IS {5% talent} {5% process} {20% model} {20% model} {75% process} {75% talent}

THANK YOU STERN EMBA LECTURE | 24 JULY 2010 | @SANEEL

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http://theinternetisjustafad.posterous.com	6
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http://alvarograsso.tumblr.com	6
http://translate.googleusercontent.com	5
http://flavors.me	5
http://wall	4
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http://feeds.feedburner.com	1
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Impact of Digital Revolution on Ad Agencies

by Saneel Radia

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Impact of Digital Revolution on Ad Agencies Presentation Transcript