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An opening exploration on the state of innovation at advertising agencies.

Published in: Marketing, Business, Technology
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  1. 1. AD AGENCIES AND THE post PRODUCT WORLD 12.04.13 Jared H Weinstein . . 347.693.2360
  2. 2. The world changed–Again. A few short years ago, “emerging technology” groups did a fine job showing that agencies were paying attention. That they were “ahead of the curve.” In hindsight, it seems little more than theater. But time has run out. It’s no longer about perfecting the model. Clients see what’s happening (thanks, Facebook! Pinterest! Google!) and expect more. Operational convergence will drive strategy. Technologists, creative art directors, and content producers can no longer operate in separate silos. With more consumer data being generated than ever before, marketing, data, and technology must be aligned. As this convergence accelerates, more holistic and integrated businesses will emerge and outperform their competition.! 1
  3. 3. Innovation doesn’t happen at ad agencies. Acquiring agencies with different skill sets does not equal “integrated” anything. Innovation means doing business in an entirely different way. Agencies must rethink their business models and go from being placebased organizations that sell employees’ time to creating a new operating system that harnesses the creativity that’s all around them. Adapt or perish. 2
  4. 4. Solving problems generates revenue. Innovation is front and center (and thriving in NYC). We can affect the bottom line by offering clients creative solutions grounded in technology that solve real business problems. That reshape categories. That invent new ones. “IPG Media Lab has helped brands look into the future for the past decade. Now, it hopes to do the same with publishers.“ 3
  5. 5. And if we don’t innovate? More nimble organizations will make easy adjustments to exploit with new market opportunities. Or they’ll invent the opportunities themselves. CP+B Angel’s Envy Bourbon Anomaly EOS Deutsch Bouqs BBH Playground Sessions 4
  6. 6. Ask yourself How can you market a company if you’ve never owned one? 5
  7. 7. At least notice we’re not telling complete stories. Thought leadership is never going to go away. That’s what truly smart, strategic marketers offer. The scale of an idea should no longer be measured by the size of the surface or the number of media channels it can cover. It should instead be measured by its longevity, ambition, and the impact it could have on society. 6
  8. 8. Action items. Declare banner ads dead. 7 Stop hunting the Lion. Take a chance and create IP that reshapes lives and categories.
  9. 9. Tic Toc, Tic Toc, Clarice. 8