The Agency of the Future


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As head of JESS3's strategy and operations from 2006 to 2012, COO & co-founder Leslie Bradshaw shares her insights and observations around how data, content and workforce are impacting and leveraging one another.

Leslie posits: Whether you are an agency, brand, educator or public sector organization, these trends will all play a part of how you organize, think and produce.

Originally presented for RefreshDC's November meetup on 11/16/11.

The Agency of the Future

  1. 1. The Parable of theUnderpant Stealing Gnomes
  2. 2. Phase 1 Phase 2 Phase 3Collect data Insights! Results! Profit!
  3. 3. The ability to take data - to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it is going to be a hugely important skill in thenext decades.- Hal Varian, Google’s Chief Economist- Hal Varian, Google’s Chief Economist
  4. 4. visualizing thesentimentof the Bible A project of
  5. 5. visualizingthe wordsused in the2011-2012Republican primary debates A project of
  6. 6. visualizing 138 years of Popular Science MagazineA project by Jer Thorp,Data Artist in Residenceat the New York Times
  7. 7. visualizing realtimecheckins at pollinglocations for the 2010 electionA collaboration betweenJESS3, foursquare, VIP (Google + Pew) and Engage
  8. 8. But why isn’t there a“Landscape of BigData VisualizationCompanies” slide?
  9. 9. The craft of design is hard to scale.Each data set has its nuances.A few key folks leading the way...
  10. 10. Google Creative Labs /Google Data Arts Labs
  11. 11. Jonathan Harris
  12. 12. Stamen
  13. 13. JESS3
  14. 14. Data can inform your content.Your content can be made fromdata.Measuring your content’seffectiveness requires
  15. 15. VisualReportingMakes ituniversalMakes itsnackable
  16. 16. Creating content as / fora brand feels a lot likeyou are running a dailynews program.
  17. 17.
  18. 18. We’ve gone fromproducing content ontimelines in months, totimelines in hours.
  19. 19. *my humble estimation
  20. 20. Must. Quench. Thirst.Of. All. Social. Media.Channels. And.Communities.
  21. 21. write copydesign assets iterateoptimizeget approvals everythingknow the landscapeknow thepost content zeitgeistexclusivitymeasure impact can’t just syndicatemeasure impactmeasure impact be an insidermeasure impactmeasure impact coordinate across teamsmeasure impactmeasure impactmeasure impactmeasure impactmeasure impact
  22. 22. Weve gone from beingexposed to about 500brand messages a dayback in the 1970s to asmany as 5,000 a daytoday.Jay Walker-SmithYankelovich Consumer ResearchYankelovich Consumer ResearchYankelovich Consumer ResearchYankelovich Consumer Research
  23. 23. Engage: 76Recall: 12Act on: 5Act on: 5Act on: 5Act on: 5Act on: 5 Yankelovich Consumer Research
  24. 24. Engage: 76 youRecall: 12 have to be theAct on: 5Act on: 5Act on: 5 0.1Act on: 5Act on: 5 % Yankelovich Consumer Research
  25. 25. You have to createbreakthrough work tobe noticed.
  26. 26. edgystar powerhumorby: 72 and sunnyfor: K-Swissview:
  27. 27. You have to creatework that providesvalue to be shared.
  28. 28. informativestar powertimelyby: JESS3for: Wikipedia’s 10th Anniversaryview
  29. 29. informativeheavy liftbeautifulby: JESS3for: The Economist’s World in 2011 Summitview:
  30. 30. There are always atleast two stories totell.
  31. 31. The one you set out totell and the one aboutmaking the one you setout to tell.
  32. 32. Tell them both.
  33. 33. how TV ratings work told through puppets and papercraft told through a behind the scenes
  34. 34. Gmail’s fidelity from web to mobile told through papercraft and stop motion animation told through a behind the scenes
  35. 35. Creating content forbrands is a delicatebalance betweenbusiness objectives,creativity & user goals.
  36. 36.
  37. 37. 95% of senior executives say that they doubt their companies have the right operating model (of which structure is a key component) for today’s world.- Accenture Study(2011)95% of senior executives say that they doubt their companies have the right operating model (of which structure is a key component) for today’s world.- Accenture Study(2011)
  38. 38. Hi JESS3,I need an infographic doneby next week.Is that possible?
  39. 39. Hi JESS3,I need a video done in 2weeks.Is that possible?
  40. 40. Hi JESS3,I need a interactive datavisualization done in 4weeks.Is that possible?
  41. 41. Education about theprocess is key.
  42. 42. So how is it allcoordinated? Here’swhat’s in our tool belt...
  43. 43. Brands are mediacompanies.
  44. 44. Hire people whoexcel at math.
  45. 45. Math majors, rejoice. Businesses are going to need tens of thousands of you in the coming years as companies grapple with a growing mountain of data.- Steve Lohr, New York Times- Steve Lohr, New York Times
  46. 46. I keep saying the sexy job in thenext ten years will bestatisticians. People think Imjoking, but who wouldve guessedthat computer engineers wouldvebeen the sexy job of the 1990s?- Hal Varian, Google’s Chief Economist- Hal Varian, Google’s Chief Economist
  47. 47. If it’s worth doing, it’sworth doing well.(my Grandpa Baskett used to say this all the time)
  48. 48. Build dynamic andrealtime datasystems.
  49. 49. visualizing the size of geosocial platforms through a universe metaphorA project JESS3 did to put things in perspective for journalists covering Skype’s acquisition, LinkedIn’s IPO,MySpace’s sale and the “foursquare vs. Gowalla” debate
  50. 50. Don’t be bound bygeography, keeptalent central.
  51. 51. The “hot fire”comes fromyour talentand their craft.Not from yourphysicallocation.
  52. 52. DESIGN TAXI: What is the wordyou think will continue to residein and reverberate throughthe creative industries over thenext 10 years?Aaron Koblin: Data-driven.Aaron Koblin, Data Arts Team Lead - Google Creative Lab
  53. 53. The only importantthing about design ishow it relates topeople.Victor PapanekDesign for the Real World: Human Ecology and Social Change (1971)
  54. 54. The only importantthing about data is howit empowers people.Leslie BradshawApplying Victor Papanek’s sentiments from 1971 to today’s data challenge
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