SlideShare a Scribd company logo
1 of 39
Download to read offline
Few & Long or Many & Quick


How advertising needs to change not only
       its product but is process

                WARC
              March 2009
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
everywhere
        360        inefficient

                                            not innovative


            Sl
expensive

                                                    slow


  old                                 big
                                                     network
            ineffective
                            poor creative
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.
Web 2.0



 7/3/8
Web 1.0   Web 2.0




 READ      WRITE
Evolving Consumer




CONTROL




                                      CREATE
                 ME




CHALLENGE               COLLABORATE
Marketing Changing




EVERYWHERE


                  AUDIENCE                   EXPERIENCE




                                  EXCHANGE
EVANGELISM
Marketing 2.0 Needs Agency 2.0


• Linear process

• Siloed departments

• Siloed disciplines

• Cross country issues

• Moving parts increases
A Few Have Tried
But Now Is The Time…

                 OLD                 CHAOS          INTEGRATION &   NEW STATUS
                STATUS                                 PRACTICE        QUO
                 QUO
EFFECTIVENESS




                                                                        TIME


                           FOREIGN       TRANSFORMING
                           ELEMENT           IDEA
“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
Agency 2.0




  CROWDSOURCE

PARTNER ECOSPHERE/
  UBER-PRODUCERS

 INVESTMENT MKTG

    SKILL/WILL



      FLUID
Few & Long




#1 Google image result: advertising creatives
Many & Quick




8.5.2007      Sami Viitamäki
“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
Crowdsourced Research
Crowdsourced Product
Crowdsourced Selection
Crowdsourced Campaigns

                                             Doritos
                                             Crash The Superbowl
                                                                                      Dove
                                                                   Academy Awards Cream Oil




Chevy
Tahoe Apprentice




                   Red Bull                                                                Quirk’s
                   Art of Can                                                         Idea Bounty
Ogilvy’s Internal Crowdsourced
      Advertising Process



                           Brainz
Few & Long Or Many & Quick
Crowdsourced Example
                                Kodak Snow Stories

•




    Village Installation                                     Website



                 Mobile App




                                                     Text “Ogilvy”
                                                      to 60999
Multinational, Divergent Cultures, Approaches,
Attitudes & Disciplines = Interesting Solutions
The First 48 Hours Critical to Gathering Information &
                 Responding to Brief




                                ABILITY TO SELL IN A RADICAL IDEA              TIME

                               BRIEF                                48 HOURS
Asyncronous Brainstorm Allows The Use of Otherwise
        Redundant Slivers of Time on Your
Agency 2.0




  CROWDSOURCE

PARTNER ECOSPHERE/
  UBER-PRODUCERS

 INVESTMENT MKTG

    SKILL/WILL




      FLUID
“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
Uberproducer/Ecosphere


      Central
   Management                                        Uber Producers
Creative & Strategy




                                                       3rd Party
     In House
                                                      Production
    Production
                                                      Specialists


                                         Ecosphere
Ogilvy’s Ecosphere Management Tool
                                           Ogilvy
                                           Digital Black Book




                                                 Searchable
   3rd Party                                        Tags
Suppliers Submit
    Profiles
   Specialists




                                              Supplier
                                            Case Studies




  Ogilvy Team
 Rate Suppliers
Uberproducer/Ecosphere Example
  Fanta Stealth Sound System




            www.m.fanta.eu
              Video Ad
Agency 2.0




  CROWDSOURCE

PARTNER ECOSPHERE/
  UBER-PRODUCERS

INVESTMENT MKTG

    SKILL/WILL




      FLUID
80/20 Investment Marketing

        MARKETING OBJECTIVES




     PROVEN VEHICLES              EXPERIMENTS

         MESSAGE               MEDIA, MESSAGE, SPEND MIX
          MEDIA                    WELL STRUCTURED
                                    TEST PROTOCOLS
          SPENDS


          80%                           20%
80/20 Investment Marketing Examples
             Ogilvy Lab
          Ogilvy Labs




                                            Ogilvy Mobile Day

                        Ogilvy Black Hole
Agency 2.0




  CROWDSOURCE

PARTNER ECOSPHERE/
  UBER-PRODUCERS

 INVESTMENT MKTG

    SKILL/WILL




      FLUID
“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”
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
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
THANK YOU



       GILES.RHYSJONES@OGILVY.COM

      www.slideshare.net/gilesrhysjones

http://interactivemarketingtrends.blogspot.com

More Related Content

What's hot (6)

P Di Dayton Business Journal
P Di Dayton Business JournalP Di Dayton Business Journal
P Di Dayton Business Journal
 
Crowdsourcing Business Models
Crowdsourcing Business ModelsCrowdsourcing Business Models
Crowdsourcing Business Models
 
Data Quality: Not Your Typical Database Problem
Data Quality: Not Your Typical Database ProblemData Quality: Not Your Typical Database Problem
Data Quality: Not Your Typical Database Problem
 
The next industrial revolution
The next industrial revolutionThe next industrial revolution
The next industrial revolution
 
Business Models Mindtrek
Business Models MindtrekBusiness Models Mindtrek
Business Models Mindtrek
 
The Idealog Guide to Innovation
The Idealog Guide to InnovationThe Idealog Guide to Innovation
The Idealog Guide to Innovation
 

Viewers also liked

Die Welt der Klänge
Die Welt der KlängeDie Welt der Klänge
Die Welt der Klängehangklang
 
Resume_Summer 2016
Resume_Summer 2016Resume_Summer 2016
Resume_Summer 2016Kali Lewis
 
Esoterik im internet
Esoterik im internetEsoterik im internet
Esoterik im internetUlrich Kaiser
 
IW-Vertrauensindex 2015: Vertrauen in Deutschland und Europa – Ein internatio...
IW-Vertrauensindex 2015: Vertrauen in Deutschland und Europa – Ein internatio...IW-Vertrauensindex 2015: Vertrauen in Deutschland und Europa – Ein internatio...
IW-Vertrauensindex 2015: Vertrauen in Deutschland und Europa – Ein internatio...I W
 
Wk 2 role of technology
Wk 2   role of technologyWk 2   role of technology
Wk 2 role of technologySaddan Juhari
 
Sonos benefits from social media
Sonos benefits from social mediaSonos benefits from social media
Sonos benefits from social mediaR2 Research B.V.
 
Tommy Andersen, Co-founder, Libratone. Angel Investor @ Nordic growth Hackers...
Tommy Andersen, Co-founder, Libratone. Angel Investor @ Nordic growth Hackers...Tommy Andersen, Co-founder, Libratone. Angel Investor @ Nordic growth Hackers...
Tommy Andersen, Co-founder, Libratone. Angel Investor @ Nordic growth Hackers...Nordic Growth Hackers
 
#Social media planning guide 2015
#Social media planning guide 2015#Social media planning guide 2015
#Social media planning guide 2015Say Digital Media
 
(MBL314) Build World-Class Cloud-Connected Products: Sonos
(MBL314) Build World-Class Cloud-Connected Products: Sonos(MBL314) Build World-Class Cloud-Connected Products: Sonos
(MBL314) Build World-Class Cloud-Connected Products: SonosAmazon Web Services
 
Marketing Plan: Product diversification strategy - Media Strom SA
Marketing Plan: Product diversification strategy - Media Strom SAMarketing Plan: Product diversification strategy - Media Strom SA
Marketing Plan: Product diversification strategy - Media Strom SASpyros Langkos
 
Dyson [Markets & Strategy]
Dyson [Markets & Strategy]Dyson [Markets & Strategy]
Dyson [Markets & Strategy]Sunil Thapa
 
Starbucks Media Plan
Starbucks Media PlanStarbucks Media Plan
Starbucks Media Planmspinella1016
 
Sample Marketing Plan
Sample Marketing PlanSample Marketing Plan
Sample Marketing Planbrucemulkey
 
Health care marketing plan presentation
Health care marketing plan presentationHealth care marketing plan presentation
Health care marketing plan presentationDebbie Fernando
 

Viewers also liked (18)

Die Welt der Klänge
Die Welt der KlängeDie Welt der Klänge
Die Welt der Klänge
 
Resume_Summer 2016
Resume_Summer 2016Resume_Summer 2016
Resume_Summer 2016
 
Esoterik im internet
Esoterik im internetEsoterik im internet
Esoterik im internet
 
IW-Vertrauensindex 2015: Vertrauen in Deutschland und Europa – Ein internatio...
IW-Vertrauensindex 2015: Vertrauen in Deutschland und Europa – Ein internatio...IW-Vertrauensindex 2015: Vertrauen in Deutschland und Europa – Ein internatio...
IW-Vertrauensindex 2015: Vertrauen in Deutschland und Europa – Ein internatio...
 
Wk 2 role of technology
Wk 2   role of technologyWk 2   role of technology
Wk 2 role of technology
 
Rethinking Facebook
Rethinking FacebookRethinking Facebook
Rethinking Facebook
 
Sonos benefits from social media
Sonos benefits from social mediaSonos benefits from social media
Sonos benefits from social media
 
Tommy Andersen, Co-founder, Libratone. Angel Investor @ Nordic growth Hackers...
Tommy Andersen, Co-founder, Libratone. Angel Investor @ Nordic growth Hackers...Tommy Andersen, Co-founder, Libratone. Angel Investor @ Nordic growth Hackers...
Tommy Andersen, Co-founder, Libratone. Angel Investor @ Nordic growth Hackers...
 
#Social media planning guide 2015
#Social media planning guide 2015#Social media planning guide 2015
#Social media planning guide 2015
 
(MBL314) Build World-Class Cloud-Connected Products: Sonos
(MBL314) Build World-Class Cloud-Connected Products: Sonos(MBL314) Build World-Class Cloud-Connected Products: Sonos
(MBL314) Build World-Class Cloud-Connected Products: Sonos
 
Marketing Plan: Product diversification strategy - Media Strom SA
Marketing Plan: Product diversification strategy - Media Strom SAMarketing Plan: Product diversification strategy - Media Strom SA
Marketing Plan: Product diversification strategy - Media Strom SA
 
Gesundheit und psychische belastungen am arbeitsplatz
Gesundheit und psychische belastungen am arbeitsplatzGesundheit und psychische belastungen am arbeitsplatz
Gesundheit und psychische belastungen am arbeitsplatz
 
Dyson [Markets & Strategy]
Dyson [Markets & Strategy]Dyson [Markets & Strategy]
Dyson [Markets & Strategy]
 
Starbucks Media Plan
Starbucks Media PlanStarbucks Media Plan
Starbucks Media Plan
 
Presentation marketing strategy and media planning
Presentation   marketing strategy and media planningPresentation   marketing strategy and media planning
Presentation marketing strategy and media planning
 
Sample Marketing Plan
Sample Marketing PlanSample Marketing Plan
Sample Marketing Plan
 
Health care marketing plan presentation
Health care marketing plan presentationHealth care marketing plan presentation
Health care marketing plan presentation
 
Media planning & strategy
Media planning & strategy Media planning & strategy
Media planning & strategy
 

Similar to Few & Long Or Many & Quick

Tomorrow Group Presentation
Tomorrow Group PresentationTomorrow Group Presentation
Tomorrow Group PresentationTomorrowLab
 
Open Business Model
Open Business ModelOpen Business Model
Open Business ModelWesley Shu
 
Manifesto For A New Ad Agency
Manifesto For A New Ad AgencyManifesto For A New Ad Agency
Manifesto For A New Ad AgencyGiles Rhys Jones
 
Economics 2.0 Web 2.0 Expo SF 2009
Economics 2.0 Web 2.0 Expo SF 2009Economics 2.0 Web 2.0 Expo SF 2009
Economics 2.0 Web 2.0 Expo SF 2009Max Gladwell
 
Vision of the future: Organization 2.0
Vision of the future: Organization 2.0Vision of the future: Organization 2.0
Vision of the future: Organization 2.0Teemu Arina
 
Can a Nation Create Entrepreneurs Part 2
Can a Nation Create Entrepreneurs Part 2Can a Nation Create Entrepreneurs Part 2
Can a Nation Create Entrepreneurs Part 2Barry McCulloch
 
Creative Industries: Netherlands & Finland
Creative Industries: Netherlands & FinlandCreative Industries: Netherlands & Finland
Creative Industries: Netherlands & FinlandJoeri van den Steenhoven
 
Defrag Keynote: Social Computing and the Enterprise-Bridging the Gap
Defrag Keynote: Social Computing and the Enterprise-Bridging the GapDefrag Keynote: Social Computing and the Enterprise-Bridging the Gap
Defrag Keynote: Social Computing and the Enterprise-Bridging the GapMark Koenig
 
Razorfish - FEED 2008
Razorfish - FEED 2008Razorfish - FEED 2008
Razorfish - FEED 2008Razorfish
 
Razorfish - Consumer Experience Report 2008
Razorfish - Consumer Experience Report 2008Razorfish - Consumer Experience Report 2008
Razorfish - Consumer Experience Report 2008Andre Fourie
 
Consumer Experience Report - The Razorfish
Consumer Experience Report - The RazorfishConsumer Experience Report - The Razorfish
Consumer Experience Report - The RazorfishRafael Menoya
 
U D O I, Sami Oinonen, Nokia, Feb 2, 2009
U D O I,  Sami  Oinonen,  Nokia,  Feb 2, 2009U D O I,  Sami  Oinonen,  Nokia,  Feb 2, 2009
U D O I, Sami Oinonen, Nokia, Feb 2, 2009Piotr_Krawczyk
 
CIO Leadership on Web 2.0 and Social Media
CIO Leadership on Web 2.0 and Social MediaCIO Leadership on Web 2.0 and Social Media
CIO Leadership on Web 2.0 and Social MediaAnne Pauker Kreitzberg
 
Creating & Realising Value for your Company
Creating & Realising Value for your CompanyCreating & Realising Value for your Company
Creating & Realising Value for your CompanyMark Ostryn
 
Strategic Analysis: Google
Strategic Analysis: GoogleStrategic Analysis: Google
Strategic Analysis: GoogleJosh Schumacher
 
It's all about communication between people
It's all about communication between peopleIt's all about communication between people
It's all about communication between peoplelrn21
 
UX SA Conference 2015: Innovation Toolkit
UX SA Conference 2015: Innovation Toolkit UX SA Conference 2015: Innovation Toolkit
UX SA Conference 2015: Innovation Toolkit Phil Barrett
 
Feed- The Razorfish Consumer Experience Report
Feed- The Razorfish Consumer Experience ReportFeed- The Razorfish Consumer Experience Report
Feed- The Razorfish Consumer Experience Reportnaked comms
 

Similar to Few & Long Or Many & Quick (20)

Tomorrow Group Presentation
Tomorrow Group PresentationTomorrow Group Presentation
Tomorrow Group Presentation
 
Open Business Model
Open Business ModelOpen Business Model
Open Business Model
 
Manifesto For A New Ad Agency
Manifesto For A New Ad AgencyManifesto For A New Ad Agency
Manifesto For A New Ad Agency
 
Economics 2.0 Web 2.0 Expo SF 2009
Economics 2.0 Web 2.0 Expo SF 2009Economics 2.0 Web 2.0 Expo SF 2009
Economics 2.0 Web 2.0 Expo SF 2009
 
Vision of the future: Organization 2.0
Vision of the future: Organization 2.0Vision of the future: Organization 2.0
Vision of the future: Organization 2.0
 
Built to Thrive
Built to ThriveBuilt to Thrive
Built to Thrive
 
Can a Nation Create Entrepreneurs Part 2
Can a Nation Create Entrepreneurs Part 2Can a Nation Create Entrepreneurs Part 2
Can a Nation Create Entrepreneurs Part 2
 
Creative Industries: Netherlands & Finland
Creative Industries: Netherlands & FinlandCreative Industries: Netherlands & Finland
Creative Industries: Netherlands & Finland
 
Defrag Keynote: Social Computing and the Enterprise-Bridging the Gap
Defrag Keynote: Social Computing and the Enterprise-Bridging the GapDefrag Keynote: Social Computing and the Enterprise-Bridging the Gap
Defrag Keynote: Social Computing and the Enterprise-Bridging the Gap
 
Razorfish - FEED 2008
Razorfish - FEED 2008Razorfish - FEED 2008
Razorfish - FEED 2008
 
Razorfish - Consumer Experience Report 2008
Razorfish - Consumer Experience Report 2008Razorfish - Consumer Experience Report 2008
Razorfish - Consumer Experience Report 2008
 
Consumer Experience Report - The Razorfish
Consumer Experience Report - The RazorfishConsumer Experience Report - The Razorfish
Consumer Experience Report - The Razorfish
 
South Africa BPM Workshop
South Africa BPM WorkshopSouth Africa BPM Workshop
South Africa BPM Workshop
 
U D O I, Sami Oinonen, Nokia, Feb 2, 2009
U D O I,  Sami  Oinonen,  Nokia,  Feb 2, 2009U D O I,  Sami  Oinonen,  Nokia,  Feb 2, 2009
U D O I, Sami Oinonen, Nokia, Feb 2, 2009
 
CIO Leadership on Web 2.0 and Social Media
CIO Leadership on Web 2.0 and Social MediaCIO Leadership on Web 2.0 and Social Media
CIO Leadership on Web 2.0 and Social Media
 
Creating & Realising Value for your Company
Creating & Realising Value for your CompanyCreating & Realising Value for your Company
Creating & Realising Value for your Company
 
Strategic Analysis: Google
Strategic Analysis: GoogleStrategic Analysis: Google
Strategic Analysis: Google
 
It's all about communication between people
It's all about communication between peopleIt's all about communication between people
It's all about communication between people
 
UX SA Conference 2015: Innovation Toolkit
UX SA Conference 2015: Innovation Toolkit UX SA Conference 2015: Innovation Toolkit
UX SA Conference 2015: Innovation Toolkit
 
Feed- The Razorfish Consumer Experience Report
Feed- The Razorfish Consumer Experience ReportFeed- The Razorfish Consumer Experience Report
Feed- The Razorfish Consumer Experience Report
 

Recently uploaded

EED - Profits uncontained. An analysis of container shipping ETS surcharges
EED - Profits uncontained. An analysis of container shipping ETS surchargesEED - Profits uncontained. An analysis of container shipping ETS surcharges
EED - Profits uncontained. An analysis of container shipping ETS surchargesEl Estrecho Digital
 
Anantkumar Hegde
Anantkumar Hegde  Anantkumar Hegde
Anantkumar Hegde NewsFeed1
 
Por estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicioPor estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicioAlexisTorres963861
 
Right to Privacy Case Studies PDF …………..
Right to Privacy Case Studies PDF …………..Right to Privacy Case Studies PDF …………..
Right to Privacy Case Studies PDF …………..mathiasanna557
 
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...virgfern3011
 
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...University of Canberra
 
One India vs United India by Dream Tamilnadu
One India vs United India by Dream TamilnaduOne India vs United India by Dream Tamilnadu
One India vs United India by Dream TamilnaduDreamTamilnadu
 
Another Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe WhitleyAnother Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe WhitleyAbdul-Hakim Shabazz
 

Recently uploaded (8)

EED - Profits uncontained. An analysis of container shipping ETS surcharges
EED - Profits uncontained. An analysis of container shipping ETS surchargesEED - Profits uncontained. An analysis of container shipping ETS surcharges
EED - Profits uncontained. An analysis of container shipping ETS surcharges
 
Anantkumar Hegde
Anantkumar Hegde  Anantkumar Hegde
Anantkumar Hegde
 
Por estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicioPor estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicio
 
Right to Privacy Case Studies PDF …………..
Right to Privacy Case Studies PDF …………..Right to Privacy Case Studies PDF …………..
Right to Privacy Case Studies PDF …………..
 
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
 
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
 
One India vs United India by Dream Tamilnadu
One India vs United India by Dream TamilnaduOne India vs United India by Dream Tamilnadu
One India vs United India by Dream Tamilnadu
 
Another Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe WhitleyAnother Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe Whitley
 

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.
  • 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
  • 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
  • 23. Crowdsourced Example Kodak Snow Stories • Village Installation Website Mobile App Text “Ogilvy” to 60999
  • 24. Multinational, Divergent Cultures, Approaches, Attitudes & Disciplines = Interesting Solutions
  • 25. The First 48 Hours Critical to Gathering Information & Responding to Brief ABILITY TO SELL IN A RADICAL IDEA TIME BRIEF 48 HOURS
  • 26. Asyncronous Brainstorm Allows The Use of Otherwise Redundant Slivers of Time on Your
  • 27. Agency 2.0 CROWDSOURCE PARTNER ECOSPHERE/ UBER-PRODUCERS INVESTMENT MKTG SKILL/WILL FLUID
  • 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
  • 31. Uberproducer/Ecosphere Example Fanta Stealth Sound System www.m.fanta.eu Video Ad
  • 32. Agency 2.0 CROWDSOURCE PARTNER ECOSPHERE/ UBER-PRODUCERS INVESTMENT MKTG SKILL/WILL FLUID
  • 33. 80/20 Investment Marketing MARKETING OBJECTIVES PROVEN VEHICLES EXPERIMENTS MESSAGE MEDIA, MESSAGE, SPEND MIX MEDIA WELL STRUCTURED TEST PROTOCOLS SPENDS 80% 20%
  • 34. 80/20 Investment Marketing Examples Ogilvy Lab Ogilvy Labs Ogilvy Mobile Day Ogilvy Black Hole
  • 35. Agency 2.0 CROWDSOURCE PARTNER ECOSPHERE/ UBER-PRODUCERS INVESTMENT MKTG SKILL/WILL FLUID
  • 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