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
THE OBSTACLES THAT IMPEDE THE DEVELOPMENT OF BRAZIL IN THE CONTEMPORARY ERA A...
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.
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
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
28. “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
29. Uberproducer/Ecosphere
Central
Management Uber Producers
Creative & Strategy
3rd Party
In House
Production
Production
Specialists
Ecosphere
30. Ogilvy’s Ecosphere Management Tool
Ogilvy
Digital Black Book
Searchable
3rd Party Tags
Suppliers Submit
Profiles
Specialists
Supplier
Case Studies
Ogilvy Team
Rate Suppliers
36. “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”
37. 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
38. 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
39. THANK YOU
GILES.RHYSJONES@OGILVY.COM
www.slideshare.net/gilesrhysjones
http://interactivemarketingtrends.blogspot.com