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we are social
The evolving agency landscape
Robin Grant
11.11.10
we are social
1. The ‘digital’ agency landscape
we are social
Digital doing above the line
we are social
For a while, at least…
we are social
Digital eating above the line
we are social
And above the line doing digital well
we are social
= convergence of advertising &
digital
Advertising
agencies
Creative
agencies
Digital
agencies
we are social
2. The changing media landscape
we are social
% of PVR owners in the UK
who fast-forward through
advertising on recorded
programmes
People are ignoring ad...
we are social
People are ignoring advertising
Banner Blindness, Nielsen Norman Group
August 200
And trusting it less
Nielsen Global Online Consumer Survey
July 2009
we are social
we are social
Meaning
(due to the increasing importance of earned media)
we are social
Ad agencies moving into PR
Ad agencies moving into PR
we are social
Ad agencies eating PR
we are social
Meanwhile…
we are social
Media agencies forced to
diversify
we are social
Media agencies move into creative
we are social
we are social
And visa-versa
we are social
= convergence of earned & paid
PR
agencies
Media
agencies
Creative
agencies
Agencies
we are social
3. The impact of social media
we are social
Social media is mainstream
Creators
Publish web pages, write
blogs, upload videos to
sites like YouTube
Crit...
we are social
In fact, we’re addicted
Trusting each other
Nielsen Global Online Consumer Survey
July 2009
we are social
we are social
Affecting purchase behaviour
of people choose companies or
brands based on customer service
experiences that...
we are social
Online conversations driving
sales
The Predictive Power of Online Chatter
Daniel Gruhl, IBM Almaden Research...
we are social
And on the agency landscape?
we are social
The social media bun-fight!
we are social
Media agenies
we are social
Digital agencies
we are social
Advertising agencies
we are social
PR agencies
we are social
= the agency singularity
we are social
But social media changes everything
we are social
The problem
“There’s a revolution in the air
that’s transforming society.
It’s social networking and it’s
em...
we are social
The solution
“Facilitating conversations
for its clients will become
the new role of an agency”
Forrester, T...
we are social
= a new kind of agency
Conversation
agencies
we are social
= a new kind of agency
Engagement
agencies
we are social
= a new kind of agency
Social
media
agencies
we are social
A new kind of agency?
we are social
And in the long term?
Social
media
agencies
we are social
Thanks
For further conversation
talktous@wearesocial.net
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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

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Transcript of "The evolving agency landscape"

  1. 1. we are social The evolving agency landscape Robin Grant 11.11.10
  2. 2. we are social 1. The ‘digital’ agency landscape
  3. 3. we are social Digital doing above the line
  4. 4. we are social For a while, at least…
  5. 5. we are social Digital eating above the line
  6. 6. we are social And above the line doing digital well
  7. 7. we are social = convergence of advertising & digital Advertising agencies Creative agencies Digital agencies
  8. 8. we are social 2. The changing media landscape
  9. 9. we are social % of PVR owners in the UK who fast-forward through advertising on recorded programmes People are ignoring advertising Ofcom communications market repor August 2008
  10. 10. we are social People are ignoring advertising Banner Blindness, Nielsen Norman Group August 200
  11. 11. And trusting it less Nielsen Global Online Consumer Survey July 2009 we are social
  12. 12. we are social Meaning (due to the increasing importance of earned media)
  13. 13. we are social Ad agencies moving into PR
  14. 14. Ad agencies moving into PR
  15. 15. we are social Ad agencies eating PR
  16. 16. we are social Meanwhile…
  17. 17. we are social Media agencies forced to diversify
  18. 18. we are social Media agencies move into creative
  19. 19. we are social
  20. 20. we are social And visa-versa
  21. 21. we are social = convergence of earned & paid PR agencies Media agencies Creative agencies Agencies
  22. 22. we are social 3. The impact of social media
  23. 23. we are social 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
  24. 24. we are social In fact, we’re addicted
  25. 25. Trusting each other Nielsen Global Online Consumer Survey July 2009 we are social
  26. 26. we are social Affecting purchase behaviour of people choose companies or brands based on customer service experiences that are shared online74% Exploring the Link Between Customer Care and Brand Reputation, SNCR April 2008
  27. 27. we are social Online conversations driving sales The Predictive Power of Online Chatter Daniel Gruhl, IBM Almaden Research Center, R. Guha, Google Inc
  28. 28. we are social And on the agency landscape?
  29. 29. we are social The social media bun-fight!
  30. 30. we are social Media agenies
  31. 31. we are social Digital agencies
  32. 32. we are social Advertising agencies
  33. 33. we are social PR agencies
  34. 34. we are social = the agency singularity
  35. 35. we are social But social media changes everything
  36. 36. we are social 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
  37. 37. we are social The solution “Facilitating conversations for its clients will become the new role of an agency” Forrester, The Connected Agency February 2008
  38. 38. we are social = a new kind of agency Conversation agencies
  39. 39. we are social = a new kind of agency Engagement agencies
  40. 40. we are social = a new kind of agency Social media agencies
  41. 41. we are social A new kind of agency?
  42. 42. we are social And in the long term? Social media agencies
  43. 43. we are social Thanks For further conversation talktous@wearesocial.net

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