Don Draper goes digital part 5

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We face a digital reality today where our operational model is being extended but not, as much as its theoretical domain. In order to survive in this brand new ecosystem our profession has to adapt but not necessarily to change. We have to rediscover our inherited quality of asking “what”. Because the strength of our profession lies in our ability to turn “what if” in “what is”. The third part of this presentation asks:

What really happened to advertising agencies by the digitalization of our world?

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  • Don Draper goes digital part 5

    1. 1. DON DRAPER GOES DIGITAL AND BEYOND Part 5
    2. 2. What happened to communication?What really happened to communication?What happened to people’s heads?What happened to strategy?What happened to agencies?WHAT’S NEXT?
    3. 3. WHAT AGENCIES SHOULD DO ABOUT IT
    4. 4. Early Majority Late Majority 34% 34% Early Adopters C 13.5% H Laggards Innovators A 16% 2.5% S M HYPE PENETRATIONDon’t believe the hype
    5. 5. convertedUNHEALTHY zealot new convert humble seeker servant skeptic meta-digitalUNHEALTHY unbeliever Digital Conversion Scale
    6. 6. David Ogilvy“We Sell or else”
    7. 7. The high-complexity nature of Digital programsmakes it the most labor-intensive medium inthe advertising industry.
    8. 8. What to do Desirable Useful(able) Sociable Concept What to say Big Idea InsightT-Shaped Creativity
    9. 9. The cost of providing basic Digital services isdirectionally double that of traditional “fullservice” agency fees, when expressed perdollar of media spend. This results in anincrease in the so-called agency effectivecommission rate. Source: Digital Economics, Joe Burton, AAAA
    10. 10. Clients should expect the relative increase inagency resources to be offset by relatively lowermedia spending as a result of better targeting,measurement and proven effectivenessincreases. One should also understand theimpact on lower external production costs (asformer third-party labor requirements areabsorbed within the agency). Source: Digital Economics, Joe Burton, AAAA
    11. 11. These changes in cost structure cannot beregarded as “good” or “bad” in and ofthemselves. A change or shift in marketingexpenditures is best evaluated by examining itseffect on consumer marketing perceptions orbuying behavior in short, by comparing howmarketing results will be altered by the overallmarketing program. Source: Digital Economics, Joe Burton, AAAA
    12. 12. David Ogilvy“You pay peanuts you buy Donkey Kong”
    13. 13. 1. Avoid the “shiny new toy” syndrome. 2. Educate your clients about the differing economics between traditional and Digital, especially budget holders 3.Recognize the need for a continuous strategic planning and research process and build in flexibility 4. Resist the temptation to involve everybody, just because they are interested 5. Manage media, production and agency staffing/fee budgets (“investments”) together versus in silos 6. Going Digital all at once may not be realistic; tier campaigns and markets and set realistic goals 7. Keep agency resources focused on the work, not on attending meetingsAdvice for new recruits Source: Digital Economics, Joe Burton, AAAA
    14. 14. Trust = (knowledge* x intimacy) / risk*The rate of learning for the industry has to be at least equal with consumer’s rate of adaption and faster than its rate of change
    15. 15. George Lois“Still it is 20% inspiration and80% perspiration ”
    16. 16. WHAT IS GOING TO HAPPEN?
    17. 17. O how they cling and wrangle, some who claimFor preacher and monk the honored name!For, quarreling, each to his view they cling.Such folk see only one side of a thing.
    18. 18. Paul RandDigital* is the manipulation of form andcontent. Content is the idea. Form is whatyou do with this idea.
    19. 19. Manipulation of Form
    20. 20. The mad men are now running the asylum. Wenever had such freedom. Freedom not only tomanipulate content but form as well. Andclients seem to love it.
    21. 21. The future of advertising isn’t digital. It’s in ideas* that solve business problems in a culturally positive way. Digital is just the new creative revolution.*and its glorious past
    22. 22. Mad Men tweet
    23. 23. WHAT DO YOU THINK?
    24. 24. Mark Earls, Gareth Key, BBH Labs, GuyKawasaki, David Armano, Josh Rose, AlexBogusky, R / GA, DIGITAS, Patou Nytemans, FarisYakob, Rory Sutherland, Howard Luck Gossage,David Ogilvy,, Bill Bernbach, Paul Rand, StephenKing, Lee Clow, Steve Jobs, Zoe Lazarus, Buddhaand many others**Acknowledgments
    25. 25. Antonis Kocheilas, Managing Partner LOWE Athensemail: antonis.kocheilas@loweworldwide.comlinkedin: http://gr.linkedin.com/pub/antonis-kocheilas/6/9b8/844I am a strategic planner by trade. I am deeply interested in all developmentsin the theory and practice of Strategic Marketing and IntegratedCommunications. I have a fascination around the evolutionary impact oftechnology and Media on the human experience. Therefore I read extensivelyon the subject and keep myself up to date in every way accessible.
    26. 26. Thanks a lot.Tell me what do you think?

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