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7 Thoughts On The Agency of The Future

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Discussion Guide for #POSSIBLESTREAM work session, August 2014.

Published in: Marketing

7 Thoughts On The Agency of The Future

  1. 1. 7 THOUGHTS ON THE AGENCY OF THE FUTURE#POSSIBLESTREAM Submission, August 2014. By @CharlieQuirk
  2. 2. “IF YOU DON’T LIKE CHANGE, YOU’LL LIKE IRRELEVANCE EVEN LESS.” - Tom Peters
  3. 3. THE AGENCY OF THE FUTURE WILL BE…
  4. 4. 1.OPEN
  5. 5. “NOT EVERYONE CAN BE A GREAT ARTIST… BUT A GREAT ARTIST CAN COME FROM ANYWHERE.” Anton Ego, PIXAR’S Ratatouille.
  6. 6. . THE DEMOCRATIZATION OF CREATIVITY IS ALREADY HERE.
  7. 7. COUNT THE INDUSTRIES… DESIGN ADVERTISING PRODUCTION PHILANTHROPY HOSPITALITY FILM FUNDRAISING INNOVATION EVEN…
  8. 8. POTATO SALADJuly 2014 KICKSTARTER Project by Zack Danger Brown. $55,492 raised by 2085 backers on initial goal of $10.
  9. 9. “The spread of cheap and widely available creative tools is sad for people in the advertising business the same way that movable type was sad for scribes -– the loss from this kind of change is real but limited and is accompanied by a generally beneficial social change.” – Clay Shirky
  10. 10. 2.LEAN
  11. 11. >OUTCOMES OVERHEADS
  12. 12. AGENCIES WILL BECOME MORE LIKE MOVIE STUDIOS. AGENCIES WILL BECOME MORE LIKE MOVIE STUDIOS. ASSEMBLING TALENT AND FUNDING ON AN “AS NEEDS” BASIS.
  13. 13. 3.NICHE
  14. 14. PEOPLE PAY A PREMIUM FOR SPECIALISTS.
  15. 15. 4.PREDICTIVE
  16. 16. predictability THE DICE ROLL IS DEAD.
  17. 17. CLIENTS DEMAND A HIGHER BURDEN OF PROOF.
  18. 18. “WILL THIS EVEN WORK BRO?”
  19. 19. YOU CAN HAVE EXCUSES OR RESULTS, NOT BOTH.
  20. 20. 5.PRINCIPLED
  21. 21. Cone Communications Echo Global CSR Report: 10,287 Consumers, 10 Countries. http://www.conecomm.com/2013-global-csr-study-release
  22. 22. 6.ORCHESTRAL SAVVY
  23. 23. OLD MEDIA LANDSCAPE.
  24. 24. THE NEW CONSUMER REALITY
  25. 25. AGENCIES NEED ORCHESTRAL SAVVY TO ENSURE MEDIA, TECHNOLOGIES, AND VENDORS WORK IN CONCERT.
  26. 26. 7.GLOBALLY RELEVANT
  27. 27. THERE ARE NO BOUNDARIES ON THE INTERNET
  28. 28. CONTENT FLOWS ORGANICALLY
  29. 29. HOW CAN AGENCIES TODAY START PREPARING FOR THIS FUTURE? 3 TAKEAWAYS
  30. 30. CLIENTS Become fiendishly prescriptive about the type of clients to do business with. 1. EXPERTISE Build specificity around capabilities of a specific niche. 2. TALENT Hire the unique abilities, attitudes and skillsets to service this vision. 3.
  31. 31. THANKS

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