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A Brave New Adland

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Advances in technology and the rise of contemporary chaos has changed the advertising world. This deck shows how advertising agencies must change in order to remain relevant to clients and to …

Advances in technology and the rise of contemporary chaos has changed the advertising world. This deck shows how advertising agencies must change in order to remain relevant to clients and to audiences.

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  • “ The very model of our industry is being called into question, the model today is no longer valid, no longer relevant.” Maurice Levy.
  • Traditional tv spot
  • Parodies, user generated content distributed freely across the web. Think youtube, blogs, even itunes and app stores.
  • They can get revenge on brands who’ve done them wrong. Complain on twitter, facebook, yelp, youtube, message boards, and more.
  • Sticky bits, brand tags, amazon reviews
  • They can more information readily avlible than just the communications put out by advertisers. Now, they can tap into their social networks, 3 rd party reviews, and even use tools to track down cheaper prices.
  • Media used to be broadcasted out to the masses, they made it and you were expected to consume it.
  • Mass media produced for a mass audience. Not particularly meaningful on an individual level, and always on their schedule.
  • Now because of technology, Media’s all on demand and more personalized than ever before. It’s what you want when you want it.
  • Everyone creates media in real time and distributes it freely over the web. There is virtually no barriers to entry to publishing articles and producing video.
  • Market leader because of heritage, quality, high share-of-voice.
  • Market leaders more often than not represent the status quo and an old model of consumption.
  • Now to succeed in this new landscape, brands must converse with people, not just yell messages at them about why they’re better than the competition. They must create rich brand experiences for consumers if they want to win favor with there audiences.
  • How do brand’s defy the status quo in today’s day and age? It’s simple really, they need to be aware of the changes that have taken place and recalibrate. They should stop shouting messages and start talking with consumers and doing things with and for people.
  • If they wanted advertising campaigns, Marketers used to have to go to big agencies.
  • The agencies were the creative work horses, and were marketer’s only option for producing big brand building campaigns.
  • Low barriers to entry make it easy to produce high quality adverts. Adobe creative suite, iMovie, Flip video, Audacity, etc. And free distribution sources online.
  • The offering of ideas and campaigns cannot be like 5 years ago. The same way brands need to adapt to changing lifestyles and technology, agencies need to understand the cultural context and adapt too. Digital is now a social behavior for many people, they connect with friends and brands in different ways and channels. Offline engagement continues strong but only the relevant communications. The new offering and approach should be more of a holistic view where great ideas can be executed with a great network of partners to engage people. As seen in many companies and campaigns, collaboration in projects with respect between parties can enrich experiences and products. People remember what they’ve never seen before and if a group of different minds create an authentic experience, probably people will recommend to friends.
  • Stuck in very systematic routine not fit for the changing landscape.
  • Bring everyone on the team into the client briefing. Work together throughout the inception of the project, everyone has unique tools to bring to the team and if creatives, strategic planners, engagement planners, and account people work together the whole way through ideas truly will be able to come from anywhere, at anytime. We can also break down existing systems that force use to look solely for communications answers, not business answers.
  • Media communications planning and creative development converge. Agencies with this in house think about engagement more and behavioral economics more. Big idea less.
  • Not siloed, but rather everyone must think digital. Digital is not a “strategy” it’s a channel that can be used deliver a brand message and increase engagement.
  • Digital must be at the core of the agency business model, not an add-on. There will soon be no difference between “traditional” agencies and “digital” agencies. Being digital means technologists must join creative and media teams. An increase in digital work will produce more agency income, not less.
  • How can you be a business partner if you are billing an hourly rate for the service you are providing? What is you’re stake in the business and outcome of the results? Are you having a seat at the round table discussing the businesses problems or are their henchman cranking out messages for their products? Today’s modern agencies take a stake in the companies they work worth, looking at all angles to see what can help them succeed, maybe it’s a communications message, but maybe it’s something more. Like a new product, a redesign, or a larger cultural trend that can be taken advantage of. Let’s create new products and build marketing into those products, let’s create IP, and let’s experiment away from our bread and butter of traditional communications.
  • Account Choreographers act like project managers. They mange several accounts/projects and do all behind the scenes and admin work. They’re responsible for selecting people to be on project teams and they connect those teams with the resources they need within the agency throughout the duration of the project. *Engagement, Communications, & brand planning are all tools of the Acct Planner, but not all planners may be qualified in all aspects.
  • Transcript

    • 1.
    • 2.
      • A changing landscape
        • Consumers
        • Media
        • Brands
        • Creativity
      • Industry convergence
        • Collaborative environment & process
        • Convergence of creative & media
        • Convergence of digital & traditional
        • True business partners
      • New agency models
      Contents
    • 3.
    • 4. RIP
    • 5.
    • 6. Technology has empowered us ( http://www.youtube.com/watch?v=hyZRS0BnpAI )
    • 7.
    • 8. What’s Changed?
    • 9. Evolution of Consumers
    • 10. Consumer before…
    • 11. And now
    • 12.
    • 13. Consumers used to watch
    • 14. Now they create
    • 15. They take control
    • 16. They define brands
    • 17. They have instant information
    • 18. Evolution of Media
    • 19. They made it – you consumed it
    • 20. Weapons of disruption
    • 21. Now we all have on-demand access to everything.
    • 22.
    • 23. And there’s user generated media.
    • 24.
    • 25.
    • 26. Evolution of Brands
    • 27.
    • 28.
    • 29. Not anymore
    • 30.
    • 31. By talking with consumers & doing things with and for people.
    • 32. Engage with social media
    • 33. Empower people
    • 34.
    • 35. Create utilities
    • 36. Give them easy access
    • 37. Evolution of Creativity
    • 38. Agencies used to dominate
    • 39. The old creatives
    • 40. Technology has democratized creativity.
    • 41. And brands are taping into new sources for fresher, cheaper creative.
    • 42. Crowdsourcing
    • 43.
    • 44. So how do we cheat death?
    • 45. By recognizing changes have occurred and becoming a leader in the new world order.
    • 46.
      • Interrupting…
      • Directing…
      • Shouting…
      • Reacting…
      • Big promises…
      • Explaining…
      Engaging Connecting Delivering content Interacting Intimate gestures Revealing The shift
    • 47. Because of the new changes agencies must change.
    • 48.
      • Personal
      • Collaborative
      • Generous
      • Experimental
      • Helpful
      • Adventurous
      • Supportive
      • Playful
      • Customizable
      • Informative
      • Honest
      • Engaging
      New way of Advertising is…
    • 49. And to produce this new work agencies must change structurally.
    • 50. New Agencies must be…
    • 51.
    • 52.
    • 53.
    • 54. Group Account Director Account Executive AAE Group Creative Director Group Planning Director ACD Copy Art Senior Planner Planner Old/lateral model
    • 55. “ I’m just surprised that no-one’s thought of a better idea yet.” – Stephen King
    • 56. The NEW agency model is an unbundled workhorse of business ideas.
    • 57. Collaborative environment & process
    • 58.
    • 59.
    • 60. Convergence of creative & media
    • 61. Convergence of digital & traditional
    • 62. From digital departments to digital competency
    • 63.
    • 64.
    • 65. True business partners
    • 66. Get involved in the compensation negotiation. Find ways for the agency to get paid for helping build the client’s business – regardless of the vehicle.
    • 67. New/integrated model Account Choreographer Behavioral Psychologist Cultural Anthropologist Account Planner (Engagement/Comms/Brand)* Copywriter Art Director Creative Technologist (New Media, IA, UX, UD)
    • 68. As agencies adapt, businesses converge and compete.
    • 69. Competition upstream & downstream
      • Media producers
      • Media agencies
      • Communications agencies
      • Production houses
      • Client in-house
      • Crowdsourcing
      • Digital agencies
      • Traditional agencies
      • Management consultancies
      • Brand consultancies
      • Marketing research firms
      • Innovation shops
    • 70. Shops stealing each other’s bacon Communications Planning Media Agency Traditional Agency Digital Agency Innovation & Business Consulting
    • 71.
    • 72. And a new breed of agency
    • 73.
    • 74.
    • 75.
    • 76.
    • 77. Agencies of the future will be doers, thought leaders, and business partners.
    • 78. Who will join them?
    • 79. Or be the last one left?

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