Everyone thinks the current Agency model of being paid for time sucks. But its tough to wean off. So here's a model that Agencies and brands are already using....take existing technology to market. This was a deck we did as part of the overall IPA diversification agenda...

1. AGENCIES WILL SURVIVE AND THRIVE BY
PARTNERING WITH the BEST EXISTING
TECHNOLOGY RATHER THAN TRYING TO BUILD
IT THEMSELVES

3. EVERYONE THINKS the current model OF BEING PAID FOR TIME
SUCKS
THIS IS A WAY FOR AGENCIES TO START TRIALLING A NEW MODEL
BEYOND COMMS
Its based on our experience that CLIENTS ARE INCREASUNGLY
LOOKING TO GIVE PEOPLE EXPERIENCES > COMMS
AND frustration with the BUILD “TECH TO ORDER” process

4. These Agencies and brands are
trialling a new model

5. Where they partner with the very best tech
companies who have ‘market ready’ tech

6. And RESKIN, re-stitch OR REPURPOSE THIS FOR
trial marketS
BMW: A virtual assistant
as good as a human
Heinz: an antidote to banner
blindness
Stella artois:
gifting mates a round
IdS: A bathroom imaginer to
make plumbers loyal
Panasonic: virtual salesman to
convert at point of sale
NDA’D: HELP MUMS UNDERSTAND
WHAT A BABY IS FEELING
The Bakery London, 2nd Floor,, Epworth House, 25 City Road, London, EC1Y 1AA |
http://www.thebakerylondon.com

7. ‘building TO order’ BY PAYING FOR TIME is broken
Building to Order
Repurposing Existing
Built
‘part
+me’
Not
tested
with
customers
Built
by
the
best
talent
full
+me
Con+nuously
tested
with
customers
Le7
to
rot
once
built
and
paid
High
risk,
high
cost
Con+nuously
improved
with
feedback
Low
risk,
low
cost

8. Building to Order is broken

9. A NEW MODEL for agencies: TakE existing
PRODUCTS AND SERVICES to market
fROM
TO
COMMS
PRODUCTS
AND
SERVICES
HUMANS
SOFTWARE
BUILDING
TECHNOLOGY
SELLING
EXISTING
TECHNOLOGY
TIME
BASED
MODELS
“LICENSING
PLUS”
MODELS

10. A NEW MODEL for agencies: TakE existing
PRODUCTS AND SERVICES to market
Access to problems Agencies aren’t currently
considered for
A share of licensing fees
New revenue streams for taking tech experiences to market

11. Access to business problems > marketing
problems

12. How we do it at the bakery
Service
Product
Accelerator:
8
weeks
>
trial
market
The
Baker’s
Market
:
Match
exis+ng
tech
to
brand
issues