Half Fiction - the Über Agency


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Our deck describing the new and necessary facilitator in the client-agency process.

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Half Fiction - the Über Agency

  1. 1. OUR MODEL The über agencySunday, October 16, 2011
  2. 2. THE MODERN MARKETER’S DILEMMASunday, October 16, 2011
  3. 3. MODERN MARKETER’S DILEMMA • An explosion of media types • Difficult to be expert in all • Even harder to keep integrated • Dozens of niche firms to manage • Big agencies slow to adaptSunday, October 16, 2011
  4. 4. THE BIG AGENCY PROBLEM • Big agencies can’t move fast enough to keep up • They have no financial stake in staying current with emerging media • Unable/unwilling to seize opportunities in real time • They’re still afloat, but just rearranging the deck chairs...Sunday, October 16, 2011
  5. 5. THE VIRTUAL AGENCY PROBLEM • Some have tried creating the “virtual agency” to offer the same talent as big agencies without the bureaucracy. • If successful, virtual agencies find it difficult to resist the temptation of forming a traditional agency structure around a large influx of work. • Virtual agencies have revolving door talent and are better suited for short-term projects and niche tasks. • Therefore, integrating them into a larger marketing mix can be a challenge.Sunday, October 16, 2011
  6. 6. THE NICHE AGENCY PROBLEM • Niche agencies cover initiatives like SEO, Social Media, Public Relations, etc. but are difficult to integrate into an overall marketing program. • Agencies working with the same client who offer similar services can get more focused on winning business from each other than properly servicing the account. • The marketing director must be expert enough about each niche to make an informed decision in hiring an agency rather than championing the overall brand message. • One uncooperative agency in the overall mix can undermine all of the other agencies.Sunday, October 16, 2011
  7. 7. OUR BUSINESS MODELSunday, October 16, 2011
  8. 8. A STRATEGY AGENCY... • We work with our clients to come up with an overarching strategy and message that is communicated through all media. • We work with existing agency partners and find new ones, then integrate them into this strategy. • We transcend traditional advertising: ‣ We’re social media pioneers, and involved with the latest tech startups ‣ We help launch some of the latest technologies that affect the marketing landscape ‣ We partner with world class talent agencies and content producers • We organically intertwine new and old media and use it as a force multiplier making your overall efforts greater than the sum of their parts.Sunday, October 16, 2011
  9. 9. AN AGENCY SEARCH FIRM... • There are consultancies who will help you through the process of finding an agency. • Think of them as a dating service. • Think of us as a marriage counselor. • We’re there to make sure the relationship stays on track, in focus, and harmonizes well with everyone. • Our agency partners are used to working together and also understand the potential loss of income beyond your account if they do not play well with others.Sunday, October 16, 2011
  10. 10. A RECRUITMENT FIRM... • Sometimes you don’t need an agency, but rather a focused, specific need. • Recruitment firms make money on making placements. • But if there are no placements to be made, they will sometimes “force” a square peg into a round hole. • This is easy - if the talent doesn’t work out, they simply don’t make their fee. They wouldn’t have anyway if they provided no one. • Essentially, they are beta testing on you and filling positions based on wishful thinking. • As your strategic partner, we are there to gain from, and suffer from the consequences of the talent we place. • Our motives are aligned, therefore, you will get better placements.Sunday, October 16, 2011
  11. 11. INTRODUCING THE ÜBER AGENCYSunday, October 16, 2011
  12. 12. OVERARCHING MANAGEMENT • Half Fiction manages the chaos of ever-changing media, consumer behavior and budgets. • We work with you at the strategic level to make sure all aspects of your marketing are working in harmony. • Think of us as a marketing general contractor: ‣ If you’re doing a renovation on your house, you know what you want it to look like ‣ But you don’t want to pretend to be an expert on hiring plumbers, electricians, painters and carpenters ‣ We know how to find the best agencies and talent so you don’t have to. • We’re the buyer’s agency: an über agency looking out for your best interests.Sunday, October 16, 2011
  13. 13. BRILLIANT EXECUTION • We’re not afraid to ask for the best, most brilliant execution possible from our partners. • Because we’re working as your advocate –  not trying to squeeze margins by running your account with interns and nickeling and diming you on fees. • We worked at big agencies and small agencies. We learned all their tricks. • And now we’re here to put a stop to them, on your behalf.Sunday, October 16, 2011
  14. 14. ABOUT USSunday, October 16, 2011
  15. 15. WHO WE WORK WITHSunday, October 16, 2011
  16. 16. OUR PROCESSSunday, October 16, 2011
  17. 17. LET’S GET STARTED Marc Lefton Partner marc@halffiction.com 347-417-0793Sunday, October 16, 2011