AGENCY
FROM
SCRATCH
Re-creating the
Creative Industry
INTRODUCTION: CONFESSION OF AN AD MAN

When it comes to shaping up for the future, companies - and
agencies - like to enro...
„I STRONGLY BELIEVE IN THE
         FUTURE OF THE

GENERALIST AGENCY.
BUT WE HAVE TO REMIND OURSELVES
   THAT WE‘RE FAMILY...
WHATEVER HAPPENED TO ADVERTISING?
YOU RUN A SUCCESSFUL AGENCY. WHICH MEANS
YOU KEEP ITS HEAD ABOVE THE WATERLINE.
NO LITTLE THING IN THESE TIMES. YOU WIN AN...
MONEY?

            TIME?              PRESSURE?

  SUPPORT?                        COURAGE?


CREATIVE?                  ...
THE INTERNET?
  PROCUREMENT & CONTROLLING?
MEDIA FRAGMENTATION?


   CHANGES TO COMPLAIN ABOUT ... ?

                 RES...
THE INTERNET!
  PROCUREMENT & CONTROLLING!
MEDIA FRAGMENTATION!


   ... OR CHANGES TO BE INSPIRED BY?

                  ...
IN AN INDUSTRY FUELED BY PASSION
IN AN INDUSTRY FUELED BY PASSION




WHERE HAS               THE LOVE GONE?
IN AN INDUSTRY FUELED BY PASSION




WHERE HAS               THE LOVE GONE?




   AND HOW CAN WE FIND IT BACK?
1. KILL THE RABBIT
Creative used to be a Performing Art. We presented
Ideas like the Magician pulls Rabbits from his Hat.
We were hiding our ...
WHEN WAS THE LAST TIME YOUR PRESENTATION MADE A WAVE?
NOW, MAKE THE CLIENT PART OF THE PROCESS OR LOSE HIM
„MAKE CLIENTS AN INTEGRAL PART
  OF EVERY PROJECT TEAM. ENGAGE CLIENTS
        IN A VERY INTENSE / INTIMATE

PROBLEM-SOLVI...
NEW HABIT #1:


   BUY A ROUND TABLE


                            Kill the Rabbit, Bury the Hat,
                        ...
!
2. BLOW THE BIG IDEA TO PIECES
!
In Advertising, we‘re Obsessed with the BIG IDEA
that just keeps going and going and going like a
Duracell Bunny. But th...
!
        H
                    A N D DO W N S

IDEA
        TR   U U PS

1


 FOR A LOOOOOONG TIME




       THE GOOD OL...
REAL-TIME
   R.A.C.I.‘S &
                            PERFORMANCE
 STAKEHOLDERS
                              TRACKING
   ...
NEW HABIT #2:


      24/7 FIREWORKS
                 Cut the Idea Generation Cycle from
                        Weeks to ...
3. SHUT THE CREATIVE POLITBUREAU
Agencies are more than
                           centralized. Around the
Creative Director,     Everybody else is just a ...
GREAT    GREAT
CREATIVES MANAGERS
  MAKE      MAKE
   BAD      BAD
MANAGERS CREATIVES

    2 INCONVENIENT TRUTHS
Silver Lion 2003                    M&M Pitch 2003                      BT Campaign 2004                         Effie Awa...
Fr u s t r a t i on:
            HIGH




         Efficiency:
            LOW



CREATIVE DEPT WEATHER REPORT
NEW HABIT #3:


JUNIORS INTO THE FIRE

                Put Young Creatives in Front of the Client.
                     Le...
4. LOVE THE PROJECT TREADMILL
Project is a Four-Letter Word. It means: Hand-to-
Mouth Action and Hand-to-Mouth Pay.
Agencies believe in Strategy and Par...
CHANG E
               NGE
           CHANGE!
           CHA

       ?
    ITY
  IL
  AB
ST




  OUT:       IN:
ACCOUNTS ...
Image: www.e-architect.co.uk




DON‘T THINK SMALL OF PROJECTS
ow
                                                                                           ll
                         ...
GET SOME SERIOUS PROJECT MANGEMENT SKILLS.
LACK OF MARKETING BACKGROUND NOT A DISADVANTAGE.
        AND HATS OFF TO THE AN...
NEW HABIT #4:


 BE HAPPY HAMSTERS,
     WHEEL ON!

                Hire Project Management Pro‘s. Lack of
             Ma...
5. DON‘T BE SO UNCOOL ABOUT THE MONEY
Agencies can either helplessly watch while Clients
explore the fathomless Squeezability of good old
wobbly Retainer Contra...
!
STILL TRYING TO MEASURE THE VALUE OF IDEAS?
OR ARE YOU RUNNING A PRODUCTION FACTORY?
NEW HABIT #5:


TIME IS NOW THE MONEY
      (GIVE THE IDEAS AWAY FOR FREE)

      Erase the Word quot;Retainerquot; from Y...
6. OH YES, AND THE BRAND
BRAND                         is the Holy Word of all
Advertisers. The Brand is immaterial, yet valuable
and powerful. It ...
THE CROWN            OF BRAND CHAMPION




            IS A FOOL‘S CAP
BRANDS ARE



                      SYSTEMS OF

              But who‘s
              in Charge
                here?

DIS...
BRANDS CAN‘T BE BUILT ...
  (NOT EVEN MANAGED)



        I make           I use

         it™             it™
      and I...
when
building
brick

most
innovative

                             BBQ
you
know
to

system
I’ve
seen
                     ...
NEW HABIT #6:


     DO THE LABOUR OF LOVE



         Avoid Brand Discussions. (Futile and Dangerous)
  Don‘t Try to Find...
NOW WHAT ?!
presentation
magic      client
collaboration

             b-i-g
idea     ideas
ideas
ideas

    c.reative
d.irection
   e...
IDEA GENERATION
      BRIEFING = STICKER NOTE
      DELIVERED BY CLIENT
      FACE2F WITH CREATIVE TEAM
      IDEAS BY SUN...
We‘re the fastest guns for hire
We‘re cheaper AND faster
We‘re faster AND cheaper
------------------------
Simply ...
    ...
4. DON‘T TRY TO CHANGE THE WORLD IN A DAY
5.-99. GO OUT AND EXERCISE
THANK YOU FOR READING.
THANK YOU EVEN MORE FOR FEEDBACK TO:
        MAIL@LOKOMOTIVE.NET
Agency From Scratch
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Agency From Scratch

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Agency from Scratch is a call to action for traditional advertising agencies to re-visit their business model and their way of working to get in shape for today's demands on the creative industry. It is not a program about values and missions and other fluffy stuff that's nice to discuss. It is a program about habits, designed to change behaviour rather than just written commitments which are - in a fundamentally opportunistic service industry - rather irrelevant in praxis.

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  • Still very relevant.
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  • And the same fundamental change in thinking can and should be applied to PR. we are moving (running) away from black magic intangible creative comms to plain speaking results orientated marketing that withstands scrutiny in the boardroom and then we dont have to be afraid to put a high price on what we do...
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  • Congratulations for the well crafted presentation!
    http://www.furniture101.net/
    http://www.furniture101.net/category/antique-furniture/
    http://www.furniture101.net/category/dining-room-furniture/
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  • its all the truth nothin but the truth :))

    hats off dude
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  • It's not about creative anymore. It's about results. I've seen ugly, poorly written marketing beat beautifully designed, brilliantly written marketing so many times now.
    The future is results-oriented marketing driven by testing and data. Not 'advertising'.
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Agency From Scratch

  1. 1. AGENCY FROM SCRATCH Re-creating the Creative Industry
  2. 2. INTRODUCTION: CONFESSION OF AN AD MAN When it comes to shaping up for the future, companies - and agencies - like to enroll in high-level value-setting and mission-finding quests. But I don‘t believe that values and missions have much power to change human habits. I look at behaviors instead, asking: What do agencies have to DO differently to Survive the Changes happening now and those coming next? And not just survive, but thrive? Most agencies are built towards a single purpose: deliver superior creative. Business reality now demands them to be project and logistics managers above all else - which they‘re still terribly bad at. Not least because they keep denying it for the time being. This program is not about tearing the heart out of a business that is powered by passion and turning it into another ISO certified service industry. My purpose is the opposite: Show ways how we bring our Passions to their most fruitful use in today‘s business ecosystems.
  3. 3. „I STRONGLY BELIEVE IN THE FUTURE OF THE GENERALIST AGENCY. BUT WE HAVE TO REMIND OURSELVES THAT WE‘RE FAMILY DOCTORS, NOT BRAIN SURGEONS.“ (PETER FIGGE, TRIBAL DDB)
  4. 4. WHATEVER HAPPENED TO ADVERTISING?
  5. 5. YOU RUN A SUCCESSFUL AGENCY. WHICH MEANS YOU KEEP ITS HEAD ABOVE THE WATERLINE. NO LITTLE THING IN THESE TIMES. YOU WIN AND LOOSE AND LOOSE AND LOOSE. AND LOOSE AND LOOSE AND LOOSE AND WIN. THIS IS YOUR BUSINESS. THE BUSINESS YOU WERE REALLY EXCITED ABOUT WHEN YOU STARTED. FUNKY, GLAMO ROUS AND NOTORIOUS, OOH LA-LA. AND THE EXCITEMENT KEPT YOU RUNNING. UNTIL LATELY. WHEN THAT TALENTED YOUNG STUDENT SAID NO. WITH A PITIFUL SMILE. AND LATER THAT DAY AT THE PARTY. THE B L OND E JUST TURNED HER BACK WHEN YOU SAID YOU‘RE IN ADVERTISING. YES THEY‘RE RIGHT. THE AD BUSINESS ISN‘T WHAT IT USED TO BE. S O M E T H I N G IMPORTANT IS MISSING. THE FEELING. ANY HOPE WE CAN BRING IT BACK?
  6. 6. MONEY? TIME? PRESSURE? SUPPORT? COURAGE? CREATIVE? RESPECT? CLIENT AND AGENCY SERVICE? TRUST? ( ( STUCK IN A MISERY LOOP
  7. 7. THE INTERNET? PROCUREMENT & CONTROLLING? MEDIA FRAGMENTATION? CHANGES TO COMPLAIN ABOUT ... ? RESEARCH MANIA? CONSUMER BEHAVIOR? SHORT-TERM THINKING?
  8. 8. THE INTERNET! PROCUREMENT & CONTROLLING! MEDIA FRAGMENTATION! ... OR CHANGES TO BE INSPIRED BY? RESEARCH MANIA! CONSUMER BEHAVIOR! SHORT-TERM THINKING!
  9. 9. IN AN INDUSTRY FUELED BY PASSION
  10. 10. IN AN INDUSTRY FUELED BY PASSION WHERE HAS THE LOVE GONE?
  11. 11. IN AN INDUSTRY FUELED BY PASSION WHERE HAS THE LOVE GONE? AND HOW CAN WE FIND IT BACK?
  12. 12. 1. KILL THE RABBIT
  13. 13. Creative used to be a Performing Art. We presented Ideas like the Magician pulls Rabbits from his Hat. We were hiding our Work from the Client‘s Eye until the Last Moment. TA-TAA! And Clients liked to be Surprised in those Days. Life in Advertising had its own Unique Rhythm, paced by the Wavelength between Presentations and by the Amplitude of Applause. But ...
  14. 14. WHEN WAS THE LAST TIME YOUR PRESENTATION MADE A WAVE?
  15. 15. NOW, MAKE THE CLIENT PART OF THE PROCESS OR LOSE HIM
  16. 16. „MAKE CLIENTS AN INTEGRAL PART OF EVERY PROJECT TEAM. ENGAGE CLIENTS IN A VERY INTENSE / INTIMATE PROBLEM-SOLVING RITUAL.“ (TOM PETERS)
  17. 17. NEW HABIT #1: BUY A ROUND TABLE Kill the Rabbit, Bury the Hat, Burn the Magician‘s Handbook. Learn to be an Integrator of Teams across Companies, Disciplines, Cultures. Listen, Listen, Listen before you Speak and Learn to Sell by Buying. Enjoy the Fact that Solution is a Process not a Product.
  18. 18. ! 2. BLOW THE BIG IDEA TO PIECES
  19. 19. ! In Advertising, we‘re Obsessed with the BIG IDEA that just keeps going and going and going like a Duracell Bunny. But the Big Idea is a Thing of the 3- TV-Stations-and-2-Magazines-Are-Enough-To- Make-Your-Brand-Famous Past. Times long gone. These Days, Clients keep coming back for more and more and more. In the Competition of the Umpteen Hundred Daily Ad Messages, they‘re always short of Ammo. It‘s not Quantity before Quality. It‘s just Deliver - Deliver - Deliver.
  20. 20. ! H A N D DO W N S IDEA TR U U PS 1 FOR A LOOOOOONG TIME THE GOOD OLD PAST
  21. 21. REAL-TIME R.A.C.I.‘S & PERFORMANCE STAKEHOLDERS TRACKING CLIENT TIMING CHANNELS & IDEAS IDEAS IDEAS IDEAS CONTEXTS SEGMENTS & IDEAS IDEAS MEDIA NETWORKS TARGET SQUEEZE IT, BABY, SQUEEZE IT! (DEMANDS OF THE PRESENT)
  22. 22. NEW HABIT #2: 24/7 FIREWORKS Cut the Idea Generation Cycle from Weeks to Days, then Hours. Make EOB your Default Deadline. Produce More, Win More, Earn More, Sell Cheaper, and be Home Early. Passion is a Monotask: Only One Brief per Creative at a Time. Forget 100%. Instead, Produce Your Best 80% Ever. Every Time. Don‘t let ,the Brand‘ be Your Lame Excuse for Repeating Yourself.
  23. 23. 3. SHUT THE CREATIVE POLITBUREAU
  24. 24. Agencies are more than centralized. Around the Creative Director, Everybody else is just a Pale Moon. His Word is Command, his Judgement a Guillotine. After all, he is the Centerpiece of our Business Model. The Agency‘s Reputation, Oppor- tunities and Margins largely hinge on his Portfolio. So why are his Moods so erratic, his Leadership Skills so raw? Because Advertising is the only Sport that pulls its Top Scorers from the Field and nails them on the Bench to Coach the Team. Can there be Happiness in Creative Gatekeeping?
  25. 25. GREAT GREAT CREATIVES MANAGERS MAKE MAKE BAD BAD MANAGERS CREATIVES 2 INCONVENIENT TRUTHS
  26. 26. Silver Lion 2003 M&M Pitch 2003 BT Campaign 2004 Effie Award 2004 BMW Pitch 2005 Sanyo Campaign 2006 NYF Shortlist 2006 Silver Lion 2003 AGENCIES MAIN PRODUCE IS WASTE Images thanks to Franz Billmayer at http://www.bilderlernen.at/marginalia/piktos_abfall_070514.html
  27. 27. Fr u s t r a t i on: HIGH Efficiency: LOW CREATIVE DEPT WEATHER REPORT
  28. 28. NEW HABIT #3: JUNIORS INTO THE FIRE Put Young Creatives in Front of the Client. Let Them Find Unfiltered Inspiration in the Original Problem. Allow Your Creative Director to be a Creative Again. Find a Big Mama to Manage the Department, not a Hunter. Leave the Creative Gatekeeping to the Client. He Does it Anyway.
  29. 29. 4. LOVE THE PROJECT TREADMILL
  30. 30. Project is a Four-Letter Word. It means: Hand-to- Mouth Action and Hand-to-Mouth Pay. Agencies believe in Strategy and Partnership, based on a perpetual Stream of Briefs and Money. But we find ourselves alone in that Church lately. If we‘re honest, our Business has always come in the Shape of Projects. We call them Campaigns. And We Like it that Way. Now is the Time to Confess - and Enjoy it.
  31. 31. CHANG E NGE CHANGE! CHA ? ITY IL AB ST OUT: IN: ACCOUNTS PROJECTS
  32. 32. Image: www.e-architect.co.uk DON‘T THINK SMALL OF PROJECTS
  33. 33. ow ll Fo s ct je o Pr to d a Le s ct e oj r P r ge ig Tr ts c je o Pr ed re B s ct e j o r
  34. 34. GET SOME SERIOUS PROJECT MANGEMENT SKILLS. LACK OF MARKETING BACKGROUND NOT A DISADVANTAGE. AND HATS OFF TO THE ANAL-RETENTIVE MILESTONE FREAK. (TOM PETERS)
  35. 35. NEW HABIT #4: BE HAPPY HAMSTERS, WHEEL ON! Hire Project Management Pro‘s. Lack of Marketing Experience not a Disadvantage. Beware of Seeking Profitability ,in the Long Run‘. No Problem is Ever Solved without Uncovering a New One. In every Project Find the Seed for its Follow-Up.
  36. 36. 5. DON‘T BE SO UNCOOL ABOUT THE MONEY
  37. 37. Agencies can either helplessly watch while Clients explore the fathomless Squeezability of good old wobbly Retainer Contracts. Or they can go ahead and exploit the Financial Opportunities of Project Work. Most Agencies are terribly bad Negotiators because they believe their Product is so hard to metre and quantify. But if it can‘t be quantified, it‘s probably not their actual Product in the first Place. Filling the Gap with peripheral Revenue Streams is only a Remedy from the Liquor Store.
  38. 38. ! STILL TRYING TO MEASURE THE VALUE OF IDEAS?
  39. 39. OR ARE YOU RUNNING A PRODUCTION FACTORY?
  40. 40. NEW HABIT #5: TIME IS NOW THE MONEY (GIVE THE IDEAS AWAY FOR FREE) Erase the Word quot;Retainerquot; from Your Vocabulary. Your Business is Selling Time. Time you Spend on Passionately Solving the Client‘s Problem. Charge Only What Can Be Counted. Count Only What Can be Charged. Hire Pro‘s to Negotiate With Pro‘s. Agency Finance Guys Should Be Finance Guys First. Stop Whitewashing Your Bottom Line With Non-Core Revenues. Close the DTP Sweat-Shop. Stop Double-Charging Your Clients: No Royalties.
  41. 41. 6. OH YES, AND THE BRAND
  42. 42. BRAND is the Holy Word of all Advertisers. The Brand is immaterial, yet valuable and powerful. It is supposed to be the Guiding Principle of Multibillion Investment Decisions; yet reading and handling it should be the privilege of a few Initiated. It is a Killer Argument in Debates and a Master Key in Budget Negotiations. In Agencies, We Believe to be the High Priests of the Cult: Brand Stuarts, Brand Guardians, Brand Champions - Caretakers with a Driver‘s Licence. In Reality, Brand Management is a Multi-Disciplinary Effort with No-One Really in Charge any more.
  43. 43. THE CROWN OF BRAND CHAMPION IS A FOOL‘S CAP
  44. 44. BRANDS ARE SYSTEMS OF But who‘s in Charge here? DISTRIBUTED RESPONSIBILITIES
  45. 45. BRANDS CAN‘T BE BUILT ... (NOT EVEN MANAGED) I make I use it™ it™ and I love it and I love it ... THEY GROW (YOU FERTILIZE)
  46. 46. when
building
brick
 most
innovative
 BBQ
you
know
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 system
I’ve
seen overlap
the
blocks
to
 Buck,
USA the
player's
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 create
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in
the
 are
restricted
 structure due
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the
 Sara h,
New
Zealand brick's
design
-
 but
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 way Tanja,
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parents
and
 Legos
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 kids
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they
 a
lot
of
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 certain
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as
 belong.
On
the
 they
are
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 hours floor.
Together back
and
forth
 Vivatrinacria,
Italy Anne,
NZ across
the
floor
 Nothing
gives
 Anne,
USA I
still
secretly
 you
the
same
 play

Lego
 freedom at
thirty
five Alan,
Brazil Zeynep,
Turkey * like LEGO
  47. 47. NEW HABIT #6: DO THE LABOUR OF LOVE Avoid Brand Discussions. (Futile and Dangerous) Don‘t Try to Find the Brand Truth. (There are Too Many) Better Draw the quot;Customerquot; Argument. (See 1 and 2) Abuse the Brand, Tease her, Squeeze her. (Labour of Love) Spare Her the Slow Death of quot;Consistencyquot;. (Kills Passion) Found a Brand Lovers Club and Host it. (Web 2.0 Beats Focus Groups)
  48. 48. NOW WHAT ?!
  49. 49. presentation
magic client
collaboration b-i-g
idea ideas
ideas
ideas c.reative
d.irection
 empowered
frontline account
management project
management steady
income power-selling
every
hour brand
champion
(to
be) brand
worker
(like
all) 1. CHECK YOUR HABITS (BE HONEST)
  50. 50. IDEA GENERATION BRIEFING = STICKER NOTE DELIVERED BY CLIENT FACE2F WITH CREATIVE TEAM IDEAS BY SUNDOWN (AS MANY AS P) IDEA SELECTION & REFINEMNT AGENCY/CLIENT JURY SECOND CREATIVE TEAM TO REWORK BACK TO FIRST TEAM TO FINALIZE 2. THEN RE-DESIGN YOUR HABITS (BE CONCRETE)
  51. 51. We‘re the fastest guns for hire We‘re cheaper AND faster We‘re faster AND cheaper ------------------------ Simply ... but Nothing more than advertising Advertising, more than ever why is this so f___ing hard? 3. REFRAIN FROM SLOGANEERING
  52. 52. 4. DON‘T TRY TO CHANGE THE WORLD IN A DAY
  53. 53. 5.-99. GO OUT AND EXERCISE
  54. 54. THANK YOU FOR READING. THANK YOU EVEN MORE FOR FEEDBACK TO: MAIL@LOKOMOTIVE.NET
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