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Future Agency vision for CMMA09

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In a world where Online Culture is the culture, what does the agency of the future look like ? How can agencies move beyond interruptive advertising towards genuine, high-integrity audience …

In a world where Online Culture is the culture, what does the agency of the future look like ? How can agencies move beyond interruptive advertising towards genuine, high-integrity audience influencing - and improve their metrics and measurement at the same time ?


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  • 1. Tim Parsons linkedin.com/in/timparsons twitter.com/timparsons FutureAgency What does it look like ?
  • 2. FutureAgency: Challenge: The ”End” of mass-media
  • 3. One upon a time...
  • 4. Brands agencies love... ...”consumers” know them.
  • 5. Mass-media model: Brand TV Consumer ETC Agency Media Mass-media Society + Culture
  • 6. Agency does research... Brand Consumer Research Agency Mass-media Society + Culture
  • 7. Has insight .. Brand Consumer Agency Mass-media Society + Culture
  • 8. Executes via media... Brand TV Consumer ETC Agency Media Mass-media Society + Culture
  • 9. Everybody measures... Brand Consumer Measurement Agency Mass-media Society + Culture
  • 10. Brand pays agency ... Brand Consumer $$$ Agency Mass-media Society + Culture
  • 11. Everybody happy ! Brand Consumer Agency Mass-media Society + Culture
  • 12. Hang on a sec.
  • 13. . . . then something happened
  • 14. Over 1 billion Internet users worldwide (Source: Comscore.com 23 Jan 2009)
  • 15. 300 million Chinese internet users out of a total 1Bn worldwide. (Source: Comscore.com 23 Jan 2009)
  • 16. 30 % of handsets sold in developed world today are smartphones (Source: Bytemobile.com, Sept 2008)
  • 17. Over 1 billion iPhone apps downloaded to iPhones + iPod Touches since July 2008 (source: The Register, 16th Jan 2009)
  • 18. 4.1 billion Number of mobile phone subscribers worldwide (Source: WashingtonPost.com MoCo News 2 Mar 2009)
  • 19. People Today : Connected Society
  • 20. People Today : Connected Society : Babies
  • 21. People Today : Connected Society : Children
  • 22. People Today : Connected Society : Teens
  • 23. People Today : Connected Society : Adults
  • 24. 140 % mobile penetration in ITALY (Source: Total Telecom Jan 2009)
  • 25. Online culture is the culture
  • 26. Online Culture is about People
  • 27. Online Culture is about Behaviours
  • 28. Online Culture is about Society
  • 29. Cultures have the power to change the world ...
  • 30. Online Culture is The Culture In 2006: “To win, we need a Community Outreach program.”
  • 31. $656 million Individual donations to Obama ’08 by Dec 2008. (Source: OpenSecrets.org, Dec 31 2008)
  • 32. This isn’t working now... Brand TV Consumer ETC Agency Media
  • 33. Consumer is in control. Brand TV Consumer ETC Agency Media Connected Society + Culture
  • 34. FutureAgency: The Solution ?
  • 35. FutureAgency: “Cultural Brokers, Storytellers & Enablers.”
  • 36. FutureAgency: “Online Culture IS the culture.”
  • 37. FutureAgency: “Online culture IS the culture”.
  • 38. Agency as cultural broker Brand Consumer Cultural Insights Research Agency Connected Society + Culture
  • 39. Agency as storyteller Natural Brand Story Consumer Worlds Brands as Connected part of Society Agency Society + Culture
  • 40. Stories... ...describe worlds
  • 41. Stories... ...demand authenticity
  • 42. Stories... ... are memorable
  • 43. Stories... ... invite journeys
  • 44. Stories... ... are easy to share
  • 45. Online culture... ... is FULL of stories.
  • 46. Opportunity Major agencies are going through a massive transition internally.
  • 47. Opportunity Digital / mobile agencies have to understand the bigger picture of Online Culture.
  • 48. FutureAgency If digital agencies can move beyond technology to become FutureAgencies - storytellers and cultural brokers ...
  • 49. ...sky’s the limit!
  • 50. Tim Parsons linkedin.com/in/timparsons twitter.com/timparsons FutureAgency What does it look like ?

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