Disrupt or Die. Are You Working With The Social Agency Of The Future?
 

Disrupt or Die. Are You Working With The Social Agency Of The Future?

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"Disrupt or Die. Are You Working With The Social Agency Of The Future?" by Gemma Craven, Head of Social@Ogilvy New York

"Disrupt or Die. Are You Working With The Social Agency Of The Future?" by Gemma Craven, Head of Social@Ogilvy New York

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    Disrupt or Die. Are You Working With The Social Agency Of The Future? Disrupt or Die. Are You Working With The Social Agency Of The Future? Presentation Transcript

    • Disrupt or Die.Are You WorkingWith The SocialAgency Of TheFuture? Gemma Craven EVP and Head of Social@Ogilvy New York April 2013
    • What Does An Agency DoToday?
    • Everything from iconic ads across mediums
    • To design & build of social / digital experiences
    • To bringing in extra manpower when needed
    • Driving networking and relationship growth
    • Aiming to drive fame and fortune for clients
    • “We sell or else..” All with a client’s business in mind
    • But The World HasChanged…Forever
    • A huge shift in how we receive information
    • And how we share it with others
    • With the world getting much smaller as it grows
    • Is this woman still influential?
    • Or is this man more important?
    • Consumers have a personal message shield
    • Business has also changed – Mary Meeker disruption of everything from how weEverything is disrupted – Mary Meeker
    • Small business & crowd-funded projects are key
    • The world really is flat
    • 6 Key Traits Of The SocialAgency Of The Future
    • 1. As Agile As A Startup
    • From large scale spend to smaller more agile
    • From 1 x annual planning to ongoing responsiveness
    • From agency knows best to embracing fandom 23
    • Social@Ogilvy clientPutting the fan in the marketing driving seat
    • 2. Understand MarketingAs A Utility
    • A move from extensive multi-platform content
    • To creating utility for each consumer
    • And understanding mobility as a behavior
    • 3. They Know The World IsFlat
    • A program that starts here..
    • Will be seen by audiences here too
    • Innovation is coming from emerging markets
    • 4. They Have Lots Of Ideas
    • The Big Idea reigns supreme
    • Today’s ContentMarketing Is… Yet we have new media consumption habits
    • And live in a multi-platform world VW Smileage
    • We have moved from this…
    • To this
    • 5. They Co-Innovate AndIntegrate
    • Hackathon culture should be at their core
    • Social co-innovation drives thinking
    • Understand paid, owned and earned media
    • Embrace data & contextual awareness
    • 6. They Are AlwaysLearning
    • Robert Cialdini
    • Duncan Watts
    • Paul Adams
    • And the smart people they meet at events..
    • This Is The Social Agency Of The Future
    • Thank You!Gemma Craven@gemsiewww.linkedin.com/gemsiecraven