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The evolving agency landscape

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Robin Grant's presentation at the Results International Seminar "Time to ‘reboot’ and prepare for growth – a global view" on 11th November 2010

Robin Grant's presentation at the Results International Seminar "Time to ‘reboot’ and prepare for growth – a global view" on 11th November 2010

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  • Full Name Full Name Comment goes here.
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  • Very interesting stuff. Finally it seems that we are realizing the real value of Earned media!! Viva social media
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  • Slide 24/43.... Are those hours per day, week, month, or year?
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  • the best presentation I've seen in a while about the future of business in communication
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  • Interesting presentation... but I feel it skips a key element! Where are the clients in all this? They too need to change. And frankly, until more clients transform their business and address social media traditional marketing firms will continue to be effective.

    I do agree that change is sweeping through our industry, but the final shape of the future agency has yet to be identified.

    I have a few more thoughts here: http://sandersconsulting.com/newbusinesshawk/bid/45817/The-Creative-Age
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The evolving agency landscape The evolving agency landscape Presentation Transcript

  • The evolving agency landscape Robin Grant 11.11.10
  • 1. The ‘digital’ agency landscape
  • Digital doing above the line
  • For a while, at least…
  • Digital eating above the line
  • And above the line doing digital well
  • = convergence of advertising & digital Advertising agencies Creative agencies Digital agencies
  • 2. The changing media landscape
  • People are ignoring advertising % of PVR owners in the UK who fast-forward through advertising on recorded programmes Ofcom communications market report August 2008
  • People are ignoring advertising Banner Blindness, Nielsen Norman Group August 2007
  • And trusting it less Nielsen Global Online Consumer Survey July 2009 we are social
  • Meaning (due to the increasing importance of earned media)
  • Ad agencies moving into PR
  • Ad agencies moving into PR
  • Ad agencies eating PR
  • Meanwhile…
  • Media agencies forced to diversify
  • Media agencies move into creative
  •  
  • And visa-versa
  • = convergence of earned & paid PR agencies Media agencies Creative agencies Agencies
  • 3. The impact of social media
  • Social media is mainstream Creators Publish web pages, write blogs, upload videos to sites like YouTube Critics Comment on blogs, contribute to forums and post ratings and reviews Collectors Use RSS and tag web pages to gather information Joiners Have profile on and use social networking sites Spectators Read blogs, forums and online reviews, watch user-generated videos Inactives Are online but don’t yet participate in any form of social media Forrester Research's European Technographics® Benchmark Survey Q2 2009 UK social media usage
  • In fact, we’re addicted
  • Trusting each other Nielsen Global Online Consumer Survey July 2009 we are social
  • Affecting purchase behaviour of people choose companies or brands based on customer service experiences that are shared online 74% Exploring the Link Between Customer Care and Brand Reputation, SNCR April 2008
  • Online conversations driving sales The Predictive Power of Online Chatter Daniel Gruhl, IBM Almaden Research Center, R. Guha, Google Inc
  • And on the agency landscape?
  • The social media bun-fight!
  • Media agenies
  • Digital agencies
  • Advertising agencies
  • PR agencies
  • = the agency singularity
  • But social media changes everything
  • The problem “ There’s a revolution in the air that’s transforming society. It’s social networking and it’s empowering the consumer; but the majority of agencies aren’t getting it” Social Media Futures – The future of advertising and agencies in a networked society. A 10-year perspective The IPA, January 2009
  • The solution “ Facilitating conversations for its clients will become the new role of an agency” Forrester, The Connected Agency February 2008
  • = a new kind of agency Conversation agencies
  • = a new kind of agency Engagement agencies
  • = a new kind of agency Social media agencies
  • A new kind of agency?
  • And in the long term? Social media agencies
  • Thanks For further conversation [email_address]