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Victor & Spoils at DAS: Building an Open Agency Business Model

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Digital technology has made people more efficient than ever before. As a result, the industry needs to shift from a closed to an open business model in a big way. Victors & Spoils' John Winsorwill explain the guiding principles needed for agencies to thrive in an open and abundant world.

Presenter: John Winsor, Chief Innovation Officer, Havas and CEO, Victors & Spoils @jtwinsor

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Victor & Spoils at DAS: Building an Open Agency Business Model

  1. 1. Historically, agencies tookadvantage of the inefficient wayspeople communicated through afew analog methods.
  2. 2. 4
  3. 3. These methods created economicvalue for agencies by creating amarketplace of scarcity.
  4. 4. In scarce marketplaces, closedsystems work well.
  5. 5. But, things have changed
  6. 6. The truth is, our industry becameirrelevant yesterday.
  7. 7. In an open world, closed systemsaren’t sustainable.
  8. 8. Email from an SVP of Marketing to the CEO of theirglobal ad agency of record.Clearly, advertisers are looking forsomething different.
  9. 9. We need some guiding principlesto create open agencies.
  10. 10. 1. Flatten the organizational structure
  11. 11. 2. Be radically transparent
  12. 12. 3. Move from managing by command and control,to inspire and support The Agency The The Innovation Brand Customer The Culture
  13. 13. 4. Be ruthlessly agile Waterfall Process Agile Methodology
  14. 14. 5. Allow ideas to come from everywhere
  15. 15. 6. Do less with less
  16. 16. 7. Create the right culture
  17. 17. 8. Have a purpose
  18. 18. 9. Focus on transformation, not innovation
  19. 19. 10. Change the compensation model
  20. 20. Thank You

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