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Interact 2017 Presentation: The Agency of the Future by Anatoly Roytman, Managing Director and EALA Lead, Accenture Interactive

Interact 2017 Presentation: The Agency of the Future by Anatoly Roytman, Managing Director and EALA Lead, Accenture Interactive

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Interact 2017 Presentation: The Agency of the Future by Anatoly Roytman, Managing Director and EALA Lead, Accenture Interactive

  1. 1. The  Agency  of  the   Future
  2. 2. Challenging  Times
  3. 3. The  majority  of  people   worldwide  wouldn’t  care  if  73%   of  brands  disappeared  tomorrow   (Havas  Meaningful  Brands)
  4. 4. This  contributes  to  two  emerging  issues Lack  of  control  of  experienceHigh  expectations
  5. 5. TOO  MUCH  CHOICE WE  MAKE  OVER  35,000  DECISIONS   EVERY  DAY.  OVER  250  ARE  JUST   AROUND  FOOD. NOT  ENOUGH  TIME ULTRA-­COMPETITIVE  WORKPLACE,   OVERSCHEDULED  FAMILIES,   ALWAYS  CONNECTED,  ALWAYS  ON,   BARELY  FOCUSED. TOO  MUCH  CONTENT WE  HAVE  ATTENTION  DEFICIT  – OFFERS,  PROMOTIONS,   SOCIAL  STREAMS… Consumers  face  an  increasingly complex  world
  6. 6. PERCEPTUAL COMPETITORS CHANGE  EXPECTATIONS OUR  CUSTOMERS  HAVE DIRECT   COMPETITORS SELL  PRODUCTS  THAT  COMPETE   WITH  OURS EXPERIENTIAL   COMPETITORS SELL  EXPERIENCES THAT  REPLACE  OURS Brands  face  an  increasingly  diverse   competitive  set
  7. 7. The  rise  of  the  whole  brain  marketer DELIVERY Real  Time Fragmented Distributed Systems CREATIVITY Cost Quantity Quality Response
  8. 8. The   brand/agency   model  is  broken
  9. 9. Satisfied  with   lead  agency   partner? Less   than   half
  10. 10. The  most  important  thing
  11. 11. New  agency  models
  12. 12. New  agency  model CREATIVE  STRATEGY MEDIA  PLANNING MEASUREMENT CUSTOMER  STRATEGY EXPERIENCE  DELIVERY MARKETING  PERFORMANCE
  13. 13. Specialists Cagency A  future  agency  landscape
  14. 14. We believe EXPERIENCE  IS  THE   NEW  BATTLEGROUND a new level of connectivity between marketing, business & technology
  15. 15. 17 Source:  ChiefMarTech.com Experience  ecosystem   unprecedented  complexity  
  16. 16. Technology  & infrastructure GLOBAL STAGE Business  & operating  models BACK STAGE FRONT STAGE New  customer experience New  experiences  need  to  be  architected
  17. 17. Medium page with more words Rise  Of  The  Cagency New  experiences CREATIVE  AGENCY Business  and  operating  models BUSINESS   CONSULTANCY Platforms  and  ecosystems TECHNOLOGY   POWERHOUSE WE  ARE  EXPERIENCE  ARCHITECTS.
  18. 18. Experience  value  chain ENVISION Brand,  Business  &   Customer  Opportunity CREATE Remarkable  Products   &  Experiences ACTIVATE Marketing  Channels  &   Campaigns SCALE Platforms  &   Infrastructure OPERATE New  &  Efficient   Models  as  a  Service EXPERIENCE ARCHITECTS
  19. 19. Acquisitions  reinforce  our  capabilities EXPERIENCECOMMERCE MARKETING CONTENT T
  20. 20. AD-­AGE  |  2016  |  2017 LARGEST  &  FASTEST   GROWING  DIGITAL   AGENCY  NETWORK IN  THE  WORLD #1 FORRESTER  WAVE  |  2015 DIGITAL  EXPERIENCE   SERVICE  PROVIDER LEADING THE  DRUM  |  2016 GRAND  PRIX BEST  CAMPAIGN DADI  AWARDS
  21. 21. Thanks
  22. 22. A  new  approach  to   Creativity
  23. 23. Blend  of  two: CREATIVITY   CONNECTED
  24. 24. Brands  are  experienced  way  beyond  their  consumption Culture Category Consumption
  25. 25. Overview From To Through The  Customer   Experience The  Human   Experience Connected   Creativity
  26. 26. FOOD COACHMOOD
  27. 27. It  unlocks  a  powerful  role  for  the  entire  brand A  clear  specialist  against   emerging  generalists A  way  to  empower  the   entire  organisation Adding  meaning  to  current   brand  equity Offering  genuine  value  for   partners

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