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Digital Trends Worldwide Partners


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Worldwide Partners report on consumer and digital insights Jan 2010

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Digital Trends Worldwide Partners

  1. 1. Background     In  October  2009,  Worldwide  Partners  surveyed  its  network’s  Interactive  Directors   as  well  as  a  consumer  panel  asking  for  their  perspective  on  future  digital  trends.     Worldwide  Partners  would  like  to  share  these  findings  with  you.   This  document  is  divided  into  three  sections.  The  first  section  gives  you  a  summary   of  the  combined  findings.  The  second  section  provides  a  summary  of  the  consumer   panel  findings,  and  the  third  section  summarizes  the  findings  from  Interactive   Directors  within  our  Partner  Agencies.      
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  3. 3. How do you see the growth in digital popularity? What’s become the “norm” vs. in what ways do advertisers need catch up? Interactive Directors: The consensus seems to be mobile applications being the future trend, as well as the dominance of social networks (Facebook not Twitter). Mobile video, video calling and messaging, the integration of television to mobile as well as the web. (e.g., FloTV a mobile television platform,, a web based television platform) Aggregation of social networks, the ability to update once and feed to all networks. With Social media nearly all believe that Twitter is a fad and will pass. (see recent adage article: Consumers Mobile phones are no longer an exception for consumers. They are the norm. Growth in digital will be with mobile phones. Consumers are beginning to replace the home phone with their mobile, and expect more and more from their mobile phones, such as advanced mobile applications, better, faster, all-in-one smart phones. Yet, consumers will not tolerate advertisements on their mobiles, so advertisers will need to look for ways to advertise or sponsor apps, have app promotions, and possibly advertise on TV “shows” as they become more and more prominent on mobile phones. Search will continue to grow in digital popularity. When a consumer is considering a purchase, they go online to research products and website compatibility and product information is key. If consumers cannot find what they want when searching, they may dismiss the product and move to a competitor. A trend will be that consumers will search from their mobile phones, so advertisers need to ensure that their webpage is mobile compatible. Which digital medium do clients ask for most, and which medium do you use as a consumer? Interactive  Web-based lead generation/CMS  Banner/Pop-up ads  Direct Email  Microsites  Paid Search  Social Network Presence
  4. 4. The consensus among interactive personnel and consumers is that mobile applications are a key digital medium for the future. Yet, this form of marketing is one that clients don’t seem to be asking agencies to develop as yet, despite a growing awareness. A total of 68% of interactive directors responded that their clients were showing more interest in venturing into mobile marketing. Addressable media is also another area where clients seem to be as yet unaware, but 61% of directors said that awareness was growing. They see it as the next step in developing social media platforms, and an easier way to measure results and create relationships. However, they do see potential issues with data-protection and privacy. Consumers Consumers are using digital now as a part of their life – it is no longer a new thing, rather, it has become integrated into everyday activities. Social media is widely used, primarily Facebook, to stay in touch with friends and family. Facebook has allowed for mass personal information spread and creates an “excuse” for not having face-to-face conversations. Google search has now been integrated into Facebook, creating a web of instant people search gratification. Because consumers spend so much time attached to a digital medium, whether it is their mobile phone or computer, and are one social sites, marketers should create a better social presence, whether it is targeted ad placement in Facebook, or developing (and keeping up) a profile or fan page on Facebook or Twitter. What do you see as emerging digital trends? The continual updating and adding to mobile applications across different phone platforms will continue to grow. As consumers adopt and use smart phones more regularly, they will demand that there is an app for anything that they can imagine, whether it is entertainment, practical use, weight loss, and much more. Web-based television has grown in popularity the last year, and will continue to grow. Most consumers visit on a weekly basis and there is a desire to have television on smart phones. Because consumers are so overwhelmingly against direct advertising to their cell phones, advertising on web-based TV is a way to get around this aversion. Consumers accept television advertising, so this is a natural progression. This could be the door into mobile advertising. Advertisers will need to think outside of the traditional box in order to market on the upcoming digital mediums.
  5. 5. Opportunities for Marketers  Aggregating social sites.  Television integration to web, mobile and other platforms.  Integrating video conferencing into social sites. Consumers desire to stay in touch via face-to-face, but still have the issue of time. Rather than meeting at a coffee house, friends could have a virtual video coffee break together.  Less aggressive/pushy advertising – Find ways for consumers to pull advertising from marketers. If a consumer is interested in a product, they will research to find it. Marketers must make sure their sites are compatible with all Internet browsers, including mobile, and optimized for search engines.  Sponsoring of apps on smart phones.  Product information “on demand” – consumer attention span is very short.  Awareness that negative information of a company’s product is readily available online via rating systems, blogs, etc. Companies need to make sure they are actively combating this.  More company transparency is needed. Make it easy for consumers to reach you. Have an effective online customer service. Because “real” people rarely exist on the phone today, have an online chat capability that uses real people who can provide effective answers. Give consumers the tools to reach out easily to the company. Have a well outlined FAQ page on your website.  Consumers depend more and more on information online about a product. If information not readily available, consumers tend to dismiss the product. Marketers who have a strong, easy-to-navigate web presence will drive more traffic, and attract and keep consumers.  Advertise on video sites such as You Tube and Vimeo.  Create product usage guides and online troubleshooting on You Tube. This is an easy medium for customer service and helps with search engine optimization.
  6. 6. Consumer Digital Lifestyle Survey October 2009 Background In October 2009, Worldwide Partners conducted research among 90 of the network's agencies' employees (part of the WPI Global Ad Insider panel) to better understand digital lifestyles worldwide. Half of the participants were from the US, the rest from 16 other countries. Of the participants, 66% are under the age of 44 with a 53/47% female/male split. Executive Summary Overall, the October 2009 digital lifestyle research indicates that consumers have adopted and adapted to a digital life. They are using their mobile phones to check their email, check their friendsʼ Facebook statuses, or tweet an update. The Internet and e-commerce has become an integral part of life for the consumer. New product research begins online, but final purchase is mixed between online and traditional retail. Mobile phones are replacing landline phones. Friends communicate with Facebook, twitter and text messages because it is faster, easier, mass distribution, but they still desire face-to-face/phone conversations. Still, even with the adoption of a digital life, privacy is key. If someone is not on a social site, it is primarily due to privacy concerns. Consumers do not want to be advertised to or interrupted on their mobile device. They do not want to receive an SMS message about a product or service unless they specifically demand it. Yet, when consumers want product or company information, they want it immediately. The digital life has created an on-demand, do not disturb, consumer. Key Findings Digital Media Facebook and Text Messaging are the most subscribed to digital mediums. 81% of survey respondents have a Facebook account, and 62% send text (SMS) messages. Twitter accounts are at 44%. Findings show that 61% of consumers use the Internet for personal reasons between 1-5 hours per day, with 91% using as their primary search site. And 71% of respondents rely on the Internet to do their job, with 28% using it somewhat, and only one participant that does not rely on the Internet to perform the job.
  7. 7. The web has become a go-to medium for current news and information; 93% of consumers go online for news, 80% going daily. Half of these respondents rely on the Internet as a primary resource for news as compared with television, newspaper or other printed resources. Online Entertainment YouTube and other video sites command a 94% audience following, with 49% of responders logging onto a video once a week or more, and 38% just go from time to time, most likely following a link from a friend. Digital music purchases are primarily made from time to time by 56% of the responders; 44% do not claim to purchase music online. A total of 40% of consumer responders watch movies and TV online and 46% share their photos using sites like Flickr. As TV and video on demand grows in popularity, consumers may begin to unsubscribe from cable, TV recording, and video ordering site. E-COMMERCE Search Engine Optimization is crucial for retailers, as 97% of consumers go online to research products and services, and 46% use search engines exclusively, but 36% use search engines, consumer reports, retail stores, and user reviews combined to make a purchasing decision. Consumers are doing research online, but still prefer to go to retail outlets to finish the purchase process. A total of 18% of participants shop online at least once a week, 31% once a month and 48% form time to time. Then, 58% use Amazon, 31% use Ebay, otherwise they go to a specific retailers online site, 37% of which have a specific product in mind, and 47% both browse and look for a specific item. A well laid-out site path is very important. SOCIAL MEDIA Top social media sites are Facebook, Twitter and LinkedIn with 75% of users logging in at least once a week and over half once a day. For a list of all of the sites out there, one survey taker recommends: Users that have a profile have it to stay connected, do research, stay up to date easily, connect with a local community or service, and to “follow the crowd”. Privacy and time are the main reasons that social media is not used. Facebook is used for social and friend networking, whereas LinkedIn is being used for
  8. 8. business connections. Social networking is becoming a part of doing business. Social networking is beginning to become time consuming and maintaining multiple accounts is becoming difficult. Only 22% of responders write a blog. Most who donʼt find that they prefer to read those that others write or they just donʼt have time. Those that do write, do it for work, personal enrichment or for communities, such as forums. Of those that do write, over half only update from time to time, with 37% updating once a week or more. The primary means of communication is moving to non-verbal with 46% of participants using text messaging, instant messaging or social sites to communicate. Only 40% still use talking on the phone and 13% prefer to meet in person. One responder still sends postal mail. 80% of people are happy with their primary communications preference. As one respondent states: “I think social networks and text messaging are convenient, but it takes away from actually engaging in a conversation with a person.” Landlines are becoming a thing of the past as 54% of users use a mobile phone for a home phone, rather than having a landline. Those that do have a landline use it for a security system, at home business, or if they live in a bad cell area. Some home phone users have their landline as a packaged deal with cable and Internet. Some people forget they have their landline since they are always attached to their mobile. Of mobile phones, 78% are for personal use, and over half of them are smart phones, such as iPhone, Palm pre or Blackberry; 54% of these owners go online at least once a day from their phone. The highest mean of apps is 10, with email, Facebook, twitter, restaurant guides, weather and Google being most popular. Consumers do not want advertising on their mobile phones. Only 14% said they are happy to receive it. Consumers find it rude, annoying, disruptive, spam like, and that as a paid for service (i.e. having the phone), the phone is a private medium. Receiving advertising is not why consumers have a phone. Mobile phones are being used for more things than just talking, texting and Internet, but not extensively; 36% of takers uses their phone for music once a month or more and only 26% watch videos from their phone once a month or more. Phones are being used to take photos, with 87% of consumers using their phone for picture taking. Still, only 32% of the respondents actually send the photos.
  9. 9. Consumers check emails on their phone, with 69% checking their email on a daily basis. When not checking email or taking photos, mobile phones are used fairly equally by consumers to check news, weather, directions and web browsing, with news being the most at 56% most frequently checked. Direct feedback questions: What is the one thing you would tell someone designing the next generation of mobile phones to do to make your digital life easier?  A cheaper iPhone available on more networks  A keypad that fits my fingers, if that's possible. I like to use all 10 fingers, not just my thumbs.  Ability to personalize your phone without needing to break into it. The ability to share files between computer and cell phone more easily.  Agree on some standards. If I switch phones or providers, I want to be able to keep/migrate all the information that I had on my phone.  Allow copy/pasting within and between applications Facilitate cell phone numbers and addresses to link to mapquest or GPS Add flash to photo taking expands usage Make battery life longer Add color coding categorization to calendar, similar to what is available  Automatic translating function  Bigger screen. With scrolling device (like a joystick?). Higher connection speed.  Continue to make it even more user friendly. I have an iPhone and I think it's the most user friendly... but it could improve... like more seamless connectivity with Exchange, for example. Give us a really useful speakerphone... one that works well for  Convergence made easy!  Create an all-in-one-phone, with a good camera and memory to save music  Create an easy to use touch-screen keyboard, to make texting easier without having tons of buttons.  Like the iPhone – with better typing.
  10. 10.  Do not oversize a phone: too many functionalities tend to make phones bigger and bigger. iPhone is about the max size.  Don't know – don't have that kind of access now!  Don't know. I haven't really caught up with the current generation of mobile phones yet.  Donʼt know - nothing really... may be that they should better recognize voice so we donʼt have to write text messages anymore... THE DIGITAL WORLD What is the one thing you would tell someone designing the next generation of mobile phones to do to make your digital life easier? (Continued)  Easier interface like iPhone  Easier to navigate  Easily compatible with range of other devices, better user interface  Faster  Flexibility  Free browsing  Get rid of the hardware  I believe the iPhone is there. Continue to push the envelope on speed, application and adaptation.  I think the iPhone has set the direction, so they just have to optimize it's functions  I would say to make sure the voice quality is clear and the monitor is easily readable. A keyboard makes texting easier.  Include a video application so that I could see who I am talking to.
  11. 11.  It would be good to be able to make payments with your phone in some way...  Just make it faster.  Keep adding value to friendly phones. Ex. security cameras at home that can be seen through the mobile  Keep it simple. That makes it fun. For many tasks, buttons are cool. Use a physical button for mute.  Keep it sleek and easy to use.  Keep them simple  Less distracting advertising, larger type fonts  Longer battery life  Make all of the applications work seamlessly together. Make the visual display more web and video friendly so people can actually do more with their phones (watch movies, upload photos, participate online and get directions). Make the buttons easy to push  Make all the software user friendly so the most tech savvy and 1st timers can all use your product with ease.  Make it cheaper  Make it faster, more reliable and with a good camera  Make it faster.  Make sure its compact and lightweight -easy to use  Make the phones faster.  Make the phones not so shiny :)  Make them all have the digital plan so you can access emails, news and weather away from your desk ... but make those plan affordable.  Make voice recognition a standard feature  More intuitive GPS interface. Add cut/paste functionality.
  12. 12.  More intuitive. Faster web browser.  More quick keys to scroll through unnecessary space. Some websites don't translate well onto my phone, so it would be nice if they all would.  More user friendly, easier to see screen  Much more of a standard OS or platform.  None. I love my iPhone. Itʼs perfect!  Nothing  Nothing in particular  Prolong battery time and life.  Quicker to find contact nos.  Same phone and fares for landline and mobile phone.  Seamless integration across different platforms and types of devices  Simplify. Less is more. Make cool phones for people with aging eyes - bigger screen? Bigger type? Boomers are getting old!  Smaller size, more battery life, better synchronization with other mobile devices  Talk less  The closer to a computer the better, I would like to get rid of my computer  The iPhone is fine. It could be faster and have a better quality camera in it, but as a platform it's just perfect. It's more about the right apps that still have to be developed.  These things need better quality Bluetooth - the earpiece, although top of the line, is not clear or loud enough  To control home electric devices  To design a simple to be used mobile Phone for my aging parents.
  13. 13.  Touch screen!  Voice activated dialing, add a flash to the camera, let me lock the phone and unlock with one keystroke  Voice activated in everyway. If I want to send an SMS, I do not need to key in my text, I just 'say' it  Voice instructions from how to get from one point to the other or explanations on how to prepare a meal, etc.  With a touch screen phone--I am constantly clicking things with my face. Very annoying What digital trends do you see starting to emerge?  Social media as a rule rather than exception convergence – lines blurring between traditional media and digital media digital technologies becoming more and more accessible regardless of age, class etc digital content overload – too much content.  Banking, bill payment, retail shopping  Blogging and micro-blogging from mobile devices  Cloud computing  Combining all products into one  Convergence  E-Government … the chance to establish digital direct democracy is a huge one.  Everything is through the phone  Facebook on the way... everywhere and anytime.  For mobile phone – I am the wrong person to ask. From the newsletters I get from digital experts, the trend is that everything is going mobile.
  14. 14.  Gravitation to Wi-Fi hotspots for charging; automatic download Using phone as voice identifier for security Integrating Kindle technology for longer written pieces or audio books  Growing importance of social media (Facebook, twitter etc.)  I believe significant amounts of quality news and information content will begin to disappear as the underlying media (newspapers, etc.) fail. That will lead to more pay for content, which will narrow audiences significantly-- perhaps contributing to a digital world.  I see smart phones continuing to emerge, as well as additional social networking evolving.  In school, for example, they tend to work on computers more and more. The students don't use books anymore.  Internet-capable phones  iPhone initiated the entertainment trend, which I see would be strong developed and followed by others too  It is controlling you now. You're not going to be controlling it, even if you think you are.  Mashing up  Mobile as the premium communication medium. Less internet on desktop and more on mobile, m-business, mobile as a payment tool, mobile as the new enabler of our life.  Mobile marketing  Mobile permission marketing should be on the rise. It is only up to marketers to start asking for the permission and creating truly valuable offers/incentives for customers to receive mobile advertisements. Sponsored television/video channels brought to  Mobile phone on wrist  Mobile. It is headed to one device.  More advertising spent online
  15. 15.  More iPhone apps Huge storage capacity for music, photo and video Add on components  More online apps for mobile phones.  More people in older generations are actively engaging in social networking sites. This is mostly to catch up with old friends and keep in touch with current friends.  More sharing of information via social sites. Using social sites to generate interest in causes and spread information.  More things being trends  Motion  No boundary, No land line  None – I am too old  Not sure  One phone, rather than home, mobile and office. Technology has provided a lot of new ways to communicate, but now we need to work to converge those so we don't have 3 vmail boxes, etc.  Open applications and droids  People less communicate live  People more and more are starting to engage with experiential websites. Augmented reality is just the tip of the iceberg. The generations starting that now are the ones consuming more used to play all sorts of video games when younger and they are used to it.  People search for what they want, avoid commercials by using their DVR for TW viewing, place themselves on no-call lists, etc... Therefore, we take a “don't call us - we'll call you” attitude, but we expect to be able to find what we want, whenever we want.  Phones are turning into cameras and computers.  Smart phones and having Internet access on cell phones. Also having wireless in most public venues.
  16. 16.  Social media overload  Text advertising. More visual text messages somehow.  The all inclusive device-- organize all aspects of your life from work to home… smaller & faster devices  The cell phone is the new computer.  The mobile phone will replace the pc as the centre of all connectivity.  The use of mobile applications is growing and now every client wants to create a mobile application.  Consumers want information and they want it right away. So many websites are being reconfigured to take this in to account and have mobile sites.  The world is coming together – in one device, all in one: phone, internet, e- mail, photo and video camera, MP3 player, TV, radio, agenda and – rather new in my country – a device for personal identification. e.g. in trains where you just show your ticket.  There are significant rivals to the iPhone, which is a good thing.  Touch screen. 3D IMAGING.  Transactions via phone.  True integration of smart phones with TV....interfacing with DVR programming; this is reinforcing symbiotic behavior.  Use of mobile advertising and offering digital publications, rather than print.  User generated content.  Using cell phones to do everything from using as a phone to sending and receiving emails and checking directions and making dinner reservations.  Using social spaces as a targeted and potential market space  Video chat  Voiceover communications, news feeds, etc.
  17. 17.  Web presence comprised of Facebook, You tube etc, more capable handsets. WiMax will hopefully see vastly improved mobile broadband speeds and a whole generation of new services
  18. 18. Key Findings  Digital advertising and client awareness is growing  Social Media and Mobile Apps is leading  Facebook – YouTube is popular with all demographics, Twitter has yet to take off in some regions and is considered a passing fad  Development & progress in Mobile apps seems to be the new exciting technology, followed by online television  Addressable media is still considered quite new and has not quite taken off yet. (Summary by question starts on the next page)
  19. 19. How much of an impact has the recession had on digital spend & growth this year in your market? Global APR EMEA LAR NAR No Impact 17% 40% 0% 12% Little Impact 49% 20% 57% 100% 56% Big Impact 34% 40% 43% 31% What are your top predictions in communication for the next 12 months? Overwhelming majority predict increase in digital spending and a move away from Traditional. Even in conservative markets. Increase in focus on social media networks. What digital development or tool excites you most? iPhone, mobile applications, social media & online television What emerging digital development or tool excites you most? iPhone, mobile apps/VOIP, social media platforms, video platform (online television) Which digital medium do you use for your clients most often and why? Global APR EMEA LAR NAR Twitter 11% 0% 0% 7% Facebook 21% 0% 29% 100% 14% YouTube 18% 20% 29% 29% Blogs 11% 20% 0% 14% Webisodes 0% 0% 0% Branded 13% 20% 29% 7% Entertainment Other 26% 40% 14% 29% Other:  Personalized social media  Mini-sites  Social tracking tools  Paid Search
  20. 20. Which digital medium do your clients most frequently request and why?  Web-based lead generation/CMS  Banner Ads/Pop up Ads  Direct email  Microsites  Paid Search  Social Network presence Which digital medium do you think is most popular with following consumers, (such as Twitter, Facebook, YouTube, Blogs etc.) and why? Consumer Digital Medium Teens • Mobile • Facebook (local versions i.e. Bebo, IRC galleria, Cyworld) • Twitter • MySpace • YouTube • Online Gaming Young Adults • Facebook • Twitter • YouTube • Blogs • LinkedIn • Video/Music sharing sites Middle Aged Adults • Facebook • YouTube • Blogs • LinkedIn • Video on demand • E-commerce Senior Citizens • Display advertising • Google • Blogs • Traditional Sites • Facebook • Email • E-commerce
  21. 21. Please list the top 5 most visited/popular websites in your market (social network or other) APR EMEA LAR NAR Naver Facebook YouTube Facebook Daum Yahoo Facebook LinkedIn Cyworld (Local news sites) Google MSN MSN Yahoo Google YouTube MSN Yahoo Twitter Craigslist YouTube Google Ebay Friendster (Local news sites MySpace – depending on Local news sites the country) What digital platforms or interfaces do you think will exist in five years time that don't exist now? (the Twitters & Facebooks of the future)  Platforms to share and create music  Mobile applications that connect users in real time with each other  Mobile video with live feeds  Online enterprise software  Video calling/messaging  One site combining all social networks  3D platforms  Avatar communities  First generation biological interface  Television integration to web, mobile and other platforms What is your prediction for the longevity of current tools, such as Twitter or Facebook?  Facebook will prevail.  Twitter is a fad  YouTube will prevail.  Will evolve based on advances in technology, consumer trends How have the demographics of social media users changed and where do you think it's going? Not just for kids anymore – has become mainstream, across all ages, income groups.
  22. 22. Do you think your clients understand and use digital media as effectively as they need to? Global APR EMEA LAR NAR Yes 16% 40% 14% 12% No 84% 60% 86% 100% 88% Have you found your clients to be more, the same or less interested in venturing into mobile apps, from a year ago? Global APR EMEA LAR NAR More 68% 80% 86% 69% The Same 26% 20% 14% 100% 25% Less 0% 0% 0% 0% No Interest 6% 0% 0% 6% If more interest, why?  Because everyone has a mobile phone  Mobile apps and WPA sites allow for content accessibility anywhere.  Mobile devices are ubiquitous If less/no interest, why?  Cost of iPhones in certain countries – prohibits universal adoption  Recession has made clients less open to taking risks – sticking with safer choices How involved are your clients in addressable media? Global APR EMEA LAR NAR Very 14% 0% 14% 19% Involved Just starting 61% 80% 57% 100% 50% to get involved Not at all 25% 20% 29% 31% Please explain why your clients are more involved in addressable media.  Because you can measure the results and create relationships  Next step in developing social media platforms  Focused targeting of the consumer
  23. 23.  Potential to reach more consumers  It’s an emerging trend  It’s more direct Please explain why your clients are not involved in addressable media.  Too new  Data-protection, sensitive issue  Clients belief that frequency models of broadcast are better than 1:1 What will the successful agency of the future look like?  Multimedia communicators, oriented to results, business partner  Fully integrated digital and advertising experts working collaboratively to reach the target audience regardless of media  30% creative, 30% consulting, 30% digital media (including tech guys!) 10% mgmt.  Do anything and everything a client needs from traditional print or TV work to creating iPhone apps. Agencies don't have a choice.  It will still be following the consumer - wherever the consumer is.  Completely full-service, able to create traditional advertising as well as interactive, social, addressable and mobile.  It will not look anything like the agencies of today. We need a business model built around ideas, not executions and we need to be much more transparent to our clients and consumers. The mysteries of creativity just won't cut it much longer.  Organized around client insights rather than disciplines.  True hybrid of traditional-RM and digital  Strong interactive capabilities coupled with traditional media  As real-time communications insight and engagement services.  Getting over 10% income from digital media  It will be completely online and office-less  To get more billing from digital media such as DMB, online ads.  Flexible  Knowledge-based experts across various disciplines but especially in digital media. Will have to deliver combined traditional/digital/experiential advertising solutions as a matter of course.  A 2 headed goat. With a lobby.  Agile, with digital at the core, passionate individuals that live in the space and evolve with the trends, able to react quickly ready to test and test again, doing what works, and less of what doesn't  The agency would have a greater responsibility of managing the overall communication strategy and defining the solution, while execution of the program at a tactical level may be handed off to preferred partners.  One who embraces digital and personalization of direct channels. Probably 2 types of agencies. One that is offering planning and strategy and uses the
  24. 24. 'Hollywood' model to outsource production based on specialized skills needed, and one who is a craft skills specialist for high production values  Fully integrated and versatile in various ATL, BTL and digital options, planning activities through "channel", not segregated by doing TV or Print or BTL or DM or Digital  One that is more creative, strategic in coming up customized solutions.  No silos, fully integrated with key experts, and many generalists.  Success will depend on having specialist production friends. It will be financially difficult to keep the required staff on the payroll to deliver in all channels, particularly digital.  An agency that can flexibly work across multiple outlets with multiple partners to fit the needs of their clients.  Like the Concept Farm actually. Ideas reign. Client partnerships. Efficient outsource modeling.