The industry is being reshaped
@yellif
How many agencies do you       employ?
Who should own Social?
Interactive Agency of the Year1. Crispin Porter & Bogusky, Boulder          2. BBH, London  3. Wieden & Kennedy, Portland
Iain Tait, Founder of Poke
“Digital agencies, are the new dinosaurs. Ifthey don’t evolve quickly they will have lostthe 10 year head start they have ...
The Work                                CultureWhich of these needs tochange first?                               Processe...
Culture
Ideas can come from anywhere      [Any of your team. Media Owners. Customers]
"In the past weve been accused of passing things off to the  interactive department," says Hoffman. "Now, we dont usediffe...
Collaboration
Profero London       Anomaly NYIconmedialab Milan   W&K London
Egos
“The guys who check their egos at the door          will get better work”      Keith Butters, Chief Experience Officer,   ...
“It is amazing what you can accomplish if   you do not care who gets the credit”               H.S. Truman
The Work
Storytelling to Storybuilding  [Campaigns now live on. Social is the saviour of tv advertising]
Small Ideas are Beautiful     [It’s not always about the Big Idea]
JAPANESENESS     +TECHNOLOGY     +  PRODUCT     +SHAREABILITY
User experience is everything[Tension between brand and easy navigation. Need to really understand what people are        ...
Perpetual Beta[Ongoing improvements. Reacting to customer feedback. Need to be agile]
Open Source[Add to what already exists. Don’t reinvent]
Experimentation[Client R&D Budgets. Agencies need to get your own hands dirty]
60% Proven     30% Proving10% Testing new models
Behavioural Economics
Processes
Project unPitch
Stage        Improvement in process             There will be no chemistry stage. We will be using the Creative Social net...
3210    1   2   3    4   5   6   7   8   9   10                Average = 9.0
AD Client                   PlanningClient sign off                               Creative team 1                     CD  ...
Team                    DirectorClient                                              CD         Creative                   ...
Main Challenges1. Client Sign Off2. Costing at the outset
Structure
Art Director + Copywriter
Art Director + Copywriter
Art Director + CopywriterOther specialist      Creative                                   IA/UE   Technologist            ...
Art Director + CopywriterOther specialist      Creative                                   IA/UE   Technologist            ...
Art Director + CopywriterOther specialist      Creative                                   IA/UE   Technologist            ...
Art Director + Copywriter Search        Creativesspecialist                             IA/UETechnologist                 ...
Hoffman says the biggest change has been the re-imaginingof the creative team. Before, of course, the idea rested solely  ...
Technologists
Brands on average employ 7 different types of agencies   One third believe their agencies fail to collaborateFewer than ha...
Get rid of silos[Digital does not sit in the corner. Nor does social]

    

Partners
People
Questions         http://delicious.com/danielefiandaca/HIMCDaniele Fiandaca@yellif@creativesocialdanielefiandaca@me.comwww...
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Hi masterclass(organisation reshaping)

  1. 1. The industry is being reshaped
  2. 2. @yellif
  3. 3. How many agencies do you employ?
  4. 4. Who should own Social?
  5. 5. Interactive Agency of the Year1. Crispin Porter & Bogusky, Boulder 2. BBH, London 3. Wieden & Kennedy, Portland
  6. 6. Iain Tait, Founder of Poke
  7. 7. “Digital agencies, are the new dinosaurs. Ifthey don’t evolve quickly they will have lostthe 10 year head start they have enjoyed so far.” Creativesocialblog, July 22nd, 2010
  8. 8. The Work CultureWhich of these needs tochange first? Processes StructureWhat key changes could we be Partnersmaking at Cheil? Tools People
  9. 9. Culture
  10. 10. Ideas can come from anywhere [Any of your team. Media Owners. Customers]
  11. 11. "In the past weve been accused of passing things off to the interactive department," says Hoffman. "Now, we dont usedifferent departments as our executors; were all collaborating and ideas can come from anywhere." Creativity, Agency of the Year 2010
  12. 12. Collaboration
  13. 13. Profero London Anomaly NYIconmedialab Milan W&K London
  14. 14. Egos
  15. 15. “The guys who check their egos at the door will get better work” Keith Butters, Chief Experience Officer, The Barbarian Group
  16. 16. “It is amazing what you can accomplish if you do not care who gets the credit” H.S. Truman
  17. 17. The Work
  18. 18. Storytelling to Storybuilding [Campaigns now live on. Social is the saviour of tv advertising]
  19. 19. Small Ideas are Beautiful [It’s not always about the Big Idea]
  20. 20. JAPANESENESS +TECHNOLOGY + PRODUCT +SHAREABILITY
  21. 21. User experience is everything[Tension between brand and easy navigation. Need to really understand what people are looking for?]
  22. 22. Perpetual Beta[Ongoing improvements. Reacting to customer feedback. Need to be agile]
  23. 23. Open Source[Add to what already exists. Don’t reinvent]
  24. 24. Experimentation[Client R&D Budgets. Agencies need to get your own hands dirty]
  25. 25. 60% Proven 30% Proving10% Testing new models
  26. 26. Behavioural Economics
  27. 27. Processes
  28. 28. Project unPitch
  29. 29. Stage Improvement in process There will be no chemistry stage. We will be using the Creative Social network toChemistry seed the list of agencies pitching, in particular picking out the individuals fromMeeting those agencies who we believe have the best fit to the client and will add the most value All agencies will be present for a single briefing. Although there will be more timeBriefing required by the client to prepare for this briefing, it should be more than recouped by getting better ideasAgency No planning requiredPlanningStrategy Would still expect them to do the strategy bitIdeas Lead creatives will have been in the briefing so expect far better ideasGeneration No formal pitch. Each idea submitted on one sheet of A4. No Appendix. NoPitching Branding
  30. 30. 3210 1 2 3 4 5 6 7 8 9 10 Average = 9.0
  31. 31. AD Client PlanningClient sign off Creative team 1 CD Creative team 2 Creative team 3 ADClient sign off Production
  32. 32. Team DirectorClient CD Creative Planner Team TV Producer
  33. 33. Main Challenges1. Client Sign Off2. Costing at the outset
  34. 34. Structure
  35. 35. Art Director + Copywriter
  36. 36. Art Director + Copywriter
  37. 37. Art Director + CopywriterOther specialist Creative IA/UE Technologist Planner Social Media Specialist
  38. 38. Art Director + CopywriterOther specialist Creative IA/UE Technologist Planner Social Media Specialist
  39. 39. Art Director + CopywriterOther specialist Creative IA/UE Technologist Planner Social Media Specialist
  40. 40. Art Director + Copywriter Search Creativesspecialist IA/UETechnologist Planner Social Media Specialist
  41. 41. Hoffman says the biggest change has been the re-imaginingof the creative team. Before, of course, the idea rested solely with a writer and art director. Now, as with most agencies, the composition of teams varies, but there are more people involved in what Hoffman has taken to calling "the platoon" rather than the team. Creativity, Agency of the Year 2010
  42. 42. Technologists
  43. 43. Brands on average employ 7 different types of agencies One third believe their agencies fail to collaborateFewer than half meet multiple agencies to discuss creative ideasFewer than half are satisfied that their structure enables effective brand stewardship Fewer than half believe their structure is simple to orchestrate
  44. 44. Get rid of silos[Digital does not sit in the corner. Nor does social]
  45. 45. 
 

  46. 46. Partners
  47. 47. People
  48. 48. Questions http://delicious.com/danielefiandaca/HIMCDaniele Fiandaca@yellif@creativesocialdanielefiandaca@me.comwww.danielefiandaca.com

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