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D I G I TA L
D R I F T
K E E P I N G A H E A D
O F T H E C U R V E
T O G E T H E R
D AV I D O G I LV Y
D O N ' T B U N T. A I M O U T
O F T H E B A L L PA R K . A I M
F O R T H E C O M PA N Y O F
T H E I M...
D I G I TA L M E D I A A D S P E N D I N G T O N E A R LY
D O U B L E B Y 2 0 1 9
Directories
$4.90
TV
$68.54
Outdoor
$1.1...
D E F I N I N G S U C C E S S O F S P E C I A LT Y E F F O R T S
I S S T I L L E L U S I V E
Uncertain
35%
Disagree
22%
St...
R E L A T I O N S H I P S TA T U S :
M A R K E T E R S
0 25 50 75 100
A long-term agency/client relationship is important
...
R E L A T I O N S H I P S TA T U S :
A G E N C I E S
0 25 50 75 100
A long-term agency/client relationship is important
Ou...
T H E A G E N C Y D R I F T
F R O M : T O :
BRIEF-BOUND BRIEF-BREAKER
LISTENER TRANSLATOR
PARTNER TRUSTED ADVISOR
RESPONDE...
T H E M A R K E T E R D R I F T
F R O M : T O :
DIRECTOR ADVOCATE
ENGAGEMENT-DRIVEN R.O.I. DRIVEN
IMPRESSION-ORIENTED AUDI...
3D I G I T A L
M A R K E T I N G
BATTLEGROUNDS
B AT T L E G R O U N D S
Evolving
Definitions of
Success
Chasing
Divine
Discontent
Staying
Ahead of the
Curve
Evolving
Definitions of
Success
M E T R I C S T H AT M AT T E R C H A N G E
0.125
0.25
0.375
0.5
2011 2012 2013 2014 2015
50%
25%
16%
5%
2%
Organic Reach ...
“You have part of my
attention…You have the
minimum amount.”
Chasing
Divine
Discontent
!
W E H AV E A H A B I T O F
D I V I N E D I S C O N T E N T
W I T H O U R P E R F O R M A N C E .
I T I S A N A N T I D O...
TO
“GOOD ENOUGH IS
NOT GOOD ENOUGH”
THE ETERNAL
PURSUIT OF
UNHAPPINESS
BEING VERY GOOD IS NOT GOOD,
YOU HAVE TO BE VERY, V...
I'VE MISSED MORE THAN 9000
SHOTS IN MY CAREER.!
I'VE LOST ALMOST 300 GAMES.
!
26 TIMES, I'VE BEEN TRUSTED TO
TAKE THE GAME...
FA I L FA S T
FA I L O F T E N
E N D L E S S
I D E AT I O N
E N D L E S S
T E S T I N G
Sport is war,
minus the
killing.- George Orwell
How doe we communicate the idea that to Nike athletes:
Staying
Ahead of the
Curve
!
E N C O U R A G E
I N N O VAT I O N .
C H A N G E I S O U R
L I F E B L O O D ,
S TA G N AT I O N O U R
D E AT H K N E L...
Tech Mktg
Culture
Focus on 	

CulturalTention	

Social Intelligence &
Generation
Involvement
Of Course,Watch
DigitalTrends...
The future is complex, therefore it is fundamentally impossible to predict…
!
What we really have to do is go at things wi...
Thanks!
Chris Heydt	

@heydtc	

chris.heydt@ogilvy.com
Digital Drift: Keeping Ahead of the Curve Together
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Digital Drift: Keeping Ahead of the Curve Together

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How can marketers and agency partners address the changes the rise of digital has on our relationships with one another. This presentation looks at the key items I feel are currently most valuable to consider. I work at Ogilvy, so forgive the shameless Ogilvy plugs!

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Digital Drift: Keeping Ahead of the Curve Together

  1. 1. D I G I TA L D R I F T K E E P I N G A H E A D O F T H E C U R V E T O G E T H E R
  2. 2. D AV I D O G I LV Y D O N ' T B U N T. A I M O U T O F T H E B A L L PA R K . A I M F O R T H E C O M PA N Y O F T H E I M M O R TA L S . “
  3. 3. D I G I TA L M E D I A A D S P E N D I N G T O N E A R LY D O U B L E B Y 2 0 1 9 Directories $4.90 TV $68.54 Outdoor $1.17 Print $31.70 Radio $15.06 Digital $50.73 Directories $3.87 TV $81.00 Outdoor $7.93 Print $30.92 Radio $15.28 Digital $91.22 2014 2019 $ = Billions
  4. 4. D E F I N I N G S U C C E S S O F S P E C I A LT Y E F F O R T S I S S T I L L E L U S I V E Uncertain 35% Disagree 22% Strongly Disagree 6% Strongly Agree 7% Agree 30%“I am able to measure the return on investment (ROI) for my social media activities.” ?
  5. 5. R E L A T I O N S H I P S TA T U S : M A R K E T E R S 0 25 50 75 100 A long-term agency/client relationship is important Our agency relationships are strong I trust my agency eMarketer May 1, 2015 We provide clear assignment briefings to our agency Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree
  6. 6. R E L A T I O N S H I P S TA T U S : A G E N C I E S 0 25 50 75 100 A long-term agency/client relationship is important Our client relationships are strong Clients trust the agency Clients provide clear assignment briefings to our agency Strongly Agree Agree Neither Agree or Disagree Disagree Strongly Disagree eMarketer May 1, 2015
  7. 7. T H E A G E N C Y D R I F T F R O M : T O : BRIEF-BOUND BRIEF-BREAKER LISTENER TRANSLATOR PARTNER TRUSTED ADVISOR RESPONDER ACTOR
  8. 8. T H E M A R K E T E R D R I F T F R O M : T O : DIRECTOR ADVOCATE ENGAGEMENT-DRIVEN R.O.I. DRIVEN IMPRESSION-ORIENTED AUDIENCE-ORIENTED DECIDER CHALLENGER
  9. 9. 3D I G I T A L M A R K E T I N G BATTLEGROUNDS
  10. 10. B AT T L E G R O U N D S Evolving Definitions of Success Chasing Divine Discontent Staying Ahead of the Curve
  11. 11. Evolving Definitions of Success
  12. 12. M E T R I C S T H AT M AT T E R C H A N G E 0.125 0.25 0.375 0.5 2011 2012 2013 2014 2015 50% 25% 16% 5% 2% Organic Reach of Brand Facebook Content
  13. 13. “You have part of my attention…You have the minimum amount.”
  14. 14. Chasing Divine Discontent
  15. 15. ! W E H AV E A H A B I T O F D I V I N E D I S C O N T E N T W I T H O U R P E R F O R M A N C E . I T I S A N A N T I D O T E T O S M U G N E S S . D A V I D O G I LV Y “
  16. 16. TO “GOOD ENOUGH IS NOT GOOD ENOUGH” THE ETERNAL PURSUIT OF UNHAPPINESS BEING VERY GOOD IS NOT GOOD, YOU HAVE TO BE VERY, VERY, VERY, VERY, VERY GOOD “IT ADDRESSES THE BRIEF… BOX CHECKED” FROM
  17. 17. I'VE MISSED MORE THAN 9000 SHOTS IN MY CAREER.! I'VE LOST ALMOST 300 GAMES. ! 26 TIMES, I'VE BEEN TRUSTED TO TAKE THE GAME WINNING SHOT AND MISSED.! I'VE FAILED OVER AND OVER AND OVER AGAIN IN MY LIFE.! AND THAT IS WHY I SUCCEED. “
  18. 18. FA I L FA S T FA I L O F T E N
  19. 19. E N D L E S S I D E AT I O N E N D L E S S T E S T I N G
  20. 20. Sport is war, minus the killing.- George Orwell How doe we communicate the idea that to Nike athletes:
  21. 21. Staying Ahead of the Curve
  22. 22. ! E N C O U R A G E I N N O VAT I O N . C H A N G E I S O U R L I F E B L O O D , S TA G N AT I O N O U R D E AT H K N E L L . “ D A V I D O G I LV Y
  23. 23. Tech Mktg Culture Focus on CulturalTention Social Intelligence & Generation Involvement Of Course,Watch DigitalTrends
  24. 24. The future is complex, therefore it is fundamentally impossible to predict… ! What we really have to do is go at things with a lot of humility… ! We’re going to have have to adapt constantly and iterate…we’re not going to have a 100 year plan, a 50 year plan…or even a 5 year plan… ! We’re going to have to come up with general directions and frameworks, and we better learn every day, because that’s the world we live in. - General Stanley McChrystal
  25. 25. Thanks! Chris Heydt @heydtc chris.heydt@ogilvy.com

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