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Agencies must adapt or die 5.12.11


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How agencies must adapt to survive. I propose a new model for developing communications which gives fans of the category and your brand an active role in the development of the brand and its communications.

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Agencies must adapt or die 5.12.11

  1. 1. AGENCIES MUST ADAPT OR DIECraig HarriesHead of PlanningJuly 2011
  2. 2. The process we use to developadvertising has been the same forover 50 years 1. Highly trained researchers and planners unearth consumer attitudes and motivations 2. Planners create a brand strategy that is founded on a unique attribute or brand personality 4. Creative then bring this to life to engage a passive audience 3. Consumers are used as a sounding board, but are rarely trusted to contribute creatively
  3. 3. So why change?
  4. 4. Conventional ‘inside out’ approach haslimitations
  5. 5. 1. Knowledge is edited and selectivelypassed on – things can get lost
  6. 6. 2. Ads are written by people with no connection to the people they’re trying to influence
  7. 7. 3. Advertising is broadcast bynature; impersonal and inefficient
  8. 8. The uncomfortable truth “By the end of this decade, power and influence will shift largely to those people with the best reputations and trust networks, from people with money and nominal power. Everyone gets a chance to participate in large or small ways, giving a voice to the silent majority” Craig Newmark, founder of Craigslist, April 2010
  9. 9. Remember this?
  10. 10. And this?
  11. 11. What’s the better way?
  12. 12. We need to get CLOSERto our consumers and letthem be an integral partof the brand
  13. 13. If we want people to love our brands,we need to let them help create them “People support that which they create” Dr. Nick Georgiades, Birkbeck College
  14. 14. CO-CREATION Brands using workshops and social media as a means to give their fans a voice
  15. 15. Co-creating with consumers from start tofinish RECRUIT Recruit consumers to participate in communities and engage them over weeks or months, rather than one- off interventions EXPLORE The process of exploring their relationship with the category and brands Constantly creates insights and VALIDATE recycle, rework creative ideas Consumer and rebuild ideas communities then validate and build CREATE Creative teams have creative springboards to explore
  16. 16. So why do we need agencies? The real question is: how will the role of experts change? The age of the solitary guru is over We need experts that are more: • Intuitive • Responsive • Observant • Collaborative • Open-minded (And know how to harness the power of many)
  17. 17. Co-creation is a buzzword, but it’s not a fad
  18. 18. Being closer to the consumer speedsthings up A far shorter planning window Spot and pounce on opportunities as they arise Demands client and agency embrace change Which is challenging... and liberating
  19. 19. This requires a totally new approach
  20. 20. THE CROWD TM Pulsar YOUR CROWD Econometric Modelling TM Pulsar 1%’ERS TM Pulsar TMPulsar - Proprietary tool to monitor social media
  21. 21. Switches the focus from thebusiness to the consumer
  22. 22. There are many benefits of this approach Increased chances of commercial Advocacy success Clarity Speed
  23. 23. ApplicationsWe can use Collaborative Creativity to:1. Generate consumer insights2. Develop an existing brand idea3. Establish fan bases for brands amongst key groups4. Develop an effective social media strategy5. Help develop new products and services6. Establish the brand idea throughout the business and turn it into an organising idea that defines and drives the actions of the business
  24. 24. This will lead to different kinds of ideas BIG BIG CREATIVE SOCIAL IDEAS IDEAS An idea with Social Currency That people want to play with, share and develop, so that it endures long after the media budget runs out
  25. 25. Does this mean marketers andagencies are losing control? It’s about giving your consumers a greater say in the solution – not putting your brand in the hands of novices Making consumers feel part of the brand – and really listening to them Ensuring that the values and equity of your brand is brought to life in a way that is highly relevant to consumers
  26. 26. Drawing up a new contractbetween brands and consumers A break with the past A spirit of openness A new model that gives consumers a stake in the brands they love
  27. 27. Doing things withpeople, not at people
  28. 28. AGENCIES MUST ADAPT OR DIECraig HarriesHead of PlanningJuly 2011