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Few & Long Or Many & Quick

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How advertising needs to change its process in order to change its product.

A presentation given at WARC Creativity in Advertising conference 26/3/9 London.

For more ramblings see: http://interactivemarketingtrends.blogspot.com/2008/11/black-swan-agency.html

Published in: News & Politics, Business

Few & Long Or Many & Quick

  1. Few & Long or Many & Quick How advertising needs to change not only its product but is process WARC March 2009
  2. Mobile Marketing Innovation Planner Social Media Agency.com Digital Ogilvy Hong Kong Suit Giles Rhys Jones OgilvyEntertainment American Express Ogilvy Labs BT Founder Agency Republic Saatchi & Saatchi DHL Interactivemarketingtrends blog British Airways Marketing Consultant www.slideshare.net/gilesrhysjones
  3. everywhere 360 inefficient not innovative Sl expensive slow old big network ineffective poor creative
  4. But The World Is Changing… • Due to deep changes in technology, demographics, business, the economy and the world, we are entering a new age in which people take part in the economy like never before. • The growing accessibility of information technologies puts the tools required to collaborate, create value and compete at everybody’s fingertips. Not only consumers but advertising agencies, marketers and their staff. • While hierarchies are not vanishing, profound changes in the nature of technology, demographics and the global economy are giving rise to powerful new models of production based on community, collaboration and self- organization rather than on hierarchy and control. • Smart companies are encouraging, rather than fighting, the heaving growth of massive online communities. As a growing number of firms see the benefits of mass collaboration, this new way of organizing will displace the traditional corporate structures as the economy’s primary engine of wealth creation.
  5. Web 2.0 7/3/8
  6. Web 1.0 Web 2.0 READ WRITE
  7. Evolving Consumer CONTROL CREATE ME CHALLENGE COLLABORATE
  8. Marketing Changing EVERYWHERE AUDIENCE EXPERIENCE EXCHANGE EVANGELISM
  9. Marketing 2.0 Needs Agency 2.0 • Linear process • Siloed departments • Siloed disciplines • Cross country issues • Moving parts increases
  10. A Few Have Tried
  11. But Now Is The Time… OLD CHAOS INTEGRATION & NEW STATUS STATUS PRACTICE QUO QUO EFFECTIVENESS TIME FOREIGN TRANSFORMING ELEMENT IDEA
  12. “This may be the time to destroy the vertical organizational structures, retrofitted with ad hoc and matrix overlays, that encumber companies large and small. Such structures can burden professionals with several competing bosses. Internecine battles and unclear decisions are common. Turf wars between product, sales, and geographic managers kill promising projects. Searches for information aren’t productive, and countless hours are wasted on pointless e-mails, telephone calls, and meetings. “ McKinsey, Leading Through Uncertainty, December 2008, Bryan &Farrell
  13. Agency 2.0 CROWDSOURCE PARTNER ECOSPHERE/ UBER-PRODUCERS INVESTMENT MKTG SKILL/WILL FLUID
  14. Few & Long #1 Google image result: advertising creatives
  15. Many & Quick 8.5.2007 Sami Viitamäki
  16. “The act of taking a job traditionally performed by a designated agent and outsourcing it to an undefined, generally large group of people in an open call.” Jeff Howe
  17. Crowdsourced Research
  18. Crowdsourced Product
  19. Crowdsourced Selection
  20. Crowdsourced Campaigns Doritos Crash The Superbowl Dove Academy Awards Cream Oil Chevy Tahoe Apprentice Red Bull Quirk’s Art of Can Idea Bounty
  21. Ogilvy’s Internal Crowdsourced Advertising Process Brainz
  22. Crowdsourced Example Kodak Snow Stories • Village Installation Website Mobile App Text “Ogilvy” to 60999
  23. Multinational, Divergent Cultures, Approaches, Attitudes & Disciplines = Interesting Solutions
  24. The First 48 Hours Critical to Gathering Information & Responding to Brief ABILITY TO SELL IN A RADICAL IDEA TIME BRIEF 48 HOURS
  25. Asyncronous Brainstorm Allows The Use of Otherwise Redundant Slivers of Time on Your
  26. Agency 2.0 CROWDSOURCE PARTNER ECOSPHERE/ UBER-PRODUCERS INVESTMENT MKTG SKILL/WILL FLUID
  27. “No company today, no matter how large or how global, can innovate fast enough or big enough by itself. Collaboration - externally with consumers and customers, suppliers and business partners, and internally across business and organization boundaries - is critical. “ A. G. Lafley - CEO, Procter & Gamble
  28. Uberproducer/Ecosphere Central Management Uber Producers Creative & Strategy 3rd Party In House Production Production Specialists Ecosphere
  29. Ogilvy’s Ecosphere Management Tool Ogilvy Digital Black Book Searchable 3rd Party Tags Suppliers Submit Profiles Specialists Supplier Case Studies Ogilvy Team Rate Suppliers
  30. Uberproducer/Ecosphere Example Fanta Stealth Sound System www.m.fanta.eu Video Ad
  31. Agency 2.0 CROWDSOURCE PARTNER ECOSPHERE/ UBER-PRODUCERS INVESTMENT MKTG SKILL/WILL FLUID
  32. 80/20 Investment Marketing MARKETING OBJECTIVES PROVEN VEHICLES EXPERIMENTS MESSAGE MEDIA, MESSAGE, SPEND MIX MEDIA WELL STRUCTURED TEST PROTOCOLS SPENDS 80% 20%
  33. 80/20 Investment Marketing Examples Ogilvy Lab Ogilvy Labs Ogilvy Mobile Day Ogilvy Black Hole
  34. Agency 2.0 CROWDSOURCE PARTNER ECOSPHERE/ UBER-PRODUCERS INVESTMENT MKTG SKILL/WILL FLUID
  35. “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn” Alvin Toffler “Rethinking the Future”
  36. Skill & Will Cull LOW SKILL HIGH HIGH NOT DOING DIGITAL WORK DOING GOOD DIGITAL WORK ATTENDING TRAINING ATTENDINGTRAINING ACTIVE IN WEB 2.0 ACTIVE IN WEB 2.0 RETRAIN REWARD WILL NOT DOING DIGITAL WORK DOING AVERAGE DIGITAL WORK NOT ATTENDING TRAINING NOT ATTENDING TRAINING NOT ACTIVE IN WEB 2.0 NOT ACTIVE IN WEB 2.0 MIGRATE OUT ENTHUSE LOW
  37. Web 2.0 Consumer 2.0 Marketing 2.0 Agency 2.0 CREATE EXPERIENCE CROWDSOURCE COMMUNITY EVERYWHERE PARTNER ECOSPHERE/ WRITE UBER-PRODUCERS CHALLENGE EXCHANGE INVESTMENT MKTG CONTROL EVANGELISM SKILL/WILL PARTICIPATE EXCHANGE FLUID
  38. THANK YOU GILES.RHYSJONES@OGILVY.COM www.slideshare.net/gilesrhysjones http://interactivemarketingtrends.blogspot.com

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