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The Evolution of a Visual Agency
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Matt WurstFollow
Managing Director at Webedia Brand ServicesMar. 3, 2015•0 likes•471 views
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The Evolution of a Visual Agency
Mar. 3, 2015•0 likes•471 views
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Report
How Brands and Agencies are evolving (or must evolve) in the Instagram era.
Matt WurstFollow
Managing Director at Webedia Brand ServicesAdvertisement
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The Evolution of a Visual Agency
- PROPRIETARY & CONFIDENTIAL 1 The Evolution of a Visual Agency Matt Wurst VP, General Manager – 360i @mwurst @360iSocial
- PROPRIETARY & CONFIDENTIAL 2 We create breakthrough work that shows iconic brands how digital can drive the bottom line 2
- PROPRIETARY & CONFIDENTIAL 3
- PROPRIETARY & CONFIDENTIAL 4 Digital Content: Then and Now Creative Agencies Grey Ogilvy Y&R W&K BBDO Digital Natives 360i Razorfish Droga5 Digitas R/GA Media Agencies SMG OMD Carat Zenith Mediacom Social Upstarts MRY Deep Focus Vayner We Are Social Big Fuel Public Relations Edelman Weber Fleischman Ketchum
- PROPRIETARY & CONFIDENTIAL 5 Digital content used to look like this. (Circa 2010)
- PROPRIETARY & CONFIDENTIAL 6 Listen Strategize Develop Plan PublishPromote Moderate Measure Optimize One person could do everything.
- Things are changing. Marketers Consumers
- PROPRIETARY & CONFIDENTIAL 8 Key platforms and consumer behaviors evolve constantly… as so do we Growth Digital Marketing Targeting Tools Active Users Brand Presences Content Quality Ad Offerings Cost To Market Research Tools Global Markets Publishing Tools Reporting Tools Organic Reach Earned w/o Paid “Free” Marketing Results
- PROPRIETARY & CONFIDENTIAL 9 A digitally-centered model with integrated creative & media is more efficient & effective CONNECTED PLANNING CONTENT EXECUTION AMPLIFICATION MEASUREMENT Leverage Insights, Media, Analytics & Social Marketing experts in the digital strategy & media planning process Shift the balance in how brand creative is conceived, created, published & monitored Target content to audiences based on demo & interest categories, declared affiliations, behaviors, locations & devices Measure effects of media touch-points & individual content units against business results; & how they work in combination
- PROPRIETARY & CONFIDENTIAL 10 So how do we get there? WHO WHAT WHERE WHEN WHY
- Who are we talking to?
- PROPRIETARY & CONFIDENTIAL 12 Consumer Insights
- PROPRIETARY & CONFIDENTIAL 13 White space for the trademark
- PROPRIETARY & CONFIDENTIAL 14 Revitalized a heritage brand & driving sales during a category slow period WAKE UP & SMELL THE BACON 14 UNSUNG BACON BACON BARTER SAY IT WITH BACON
- PROPRIETARY & CONFIDENTIAL 15
- What is our content strategy?
- PROPRIETARY & CONFIDENTIAL 17 Industries are being thrown upside-down as the internet trifecta has reached critical mass. CONTENT Provided by Consumers & Pros COMMUNITY Context & connectivity created by & for users COMMERCE Products tagged & ingested for seamless purchase 27,000,000+ Pieces of content are shared every day
- PROPRIETARY & CONFIDENTIAL 18 From FLOW… …to CAMPAIGNS MICRO/MINI • Social-mostly • Requires enhanced planning / ideation • Have start & end dates BRAND/MACRO • Lives across broader platforms • Larger production budgets ALWAYS-ON • 1-off “flow” posts • 4-6x/week • RTM: Planned & reactive • Unplanned media opportunities TOP-OF-MIND • Still “flow,” but not daily (lower freq) • Buckets/recurring themes • Posts must be hyper-targeted Fills up monthly content calendar Based off season/annual calendar We focus on campaigns to achieve both quantity and quality impressions
- PROPRIETARY & CONFIDENTIAL 19 2013: Happy President’s Day!
- PROPRIETARY & CONFIDENTIAL 20 2014: Happy President’s Day!
- PROPRIETARY & CONFIDENTIAL 21 2015: Happy President’s Day!
- PROPRIETARY & CONFIDENTIAL 22 Break through visually Make your social more creative... …and make your creative more social.
- PROPRIETARY & CONFIDENTIAL 23
- Where are we engaging?
- PROPRIETARY & CONFIDENTIAL 25 Establish roles for channels
- PROPRIETARY & CONFIDENTIAL 26 RelevanceInspiration Rethink the unique value proposition of each channel – from digital and social to print and broadcast. Tips
- When is the right time to post?
- PROPRIETARY & CONFIDENTIAL 28 Right-time Marketing Be there where and when our target consumes and creates social content. Plan to plan Plan to react Respond
- PROPRIETARY & CONFIDENTIAL 29 Oreo #SnackHacks Transforming Content into Cultural Movements THE INSIGHT: FOOD REMIXING THE CONTENT: SNACK HACKS ONGOING SUCCESS: IGNITE FOOD CULTURE MICHAEL VOLTAGGIO STARRY KITCHEN ROY CHOI
- Why Instagram?
- PROPRIETARY & CONFIDENTIAL 31 12% Financial Services 42% TV/ Entertainment 67% Luxury Retail 60% Luxury Automotive Instagram is the fastest-growing social platform for brands and marketers. 53% Quick Service Restaurant 24% Travel/ Leisure 23% Food/ Beverage 30% Beauty 21% Automotive 51% Clothing 30% Overall 21% Media News/33% Retail/ Consumer
- PROPRIETARY & CONFIDENTIAL 32 Our target consumer s are there. 300MMactive users 60%international 15x greater engagement than Facebook 35% visit multiple times per day 76%American teens 53%ages 18-29
- PROPRIETARY & CONFIDENTIAL 33 Balanced campaigns and flow It’s in our wheelhouse
- PROPRIETARY & CONFIDENTIAL 34 We can easily adapt visual style to brand requirements.
- PROPRIETARY & CONFIDENTIAL 35 Our evolution as a visual agency fits in perfectly with Instagram
- PROPRIETARY & CONFIDENTIAL 36 So who’s doing it right…
- PROPRIETARY & CONFIDENTIAL 37 And yes, of course, Oreo is here.
- PROPRIETARY & CONFIDENTIAL Thank you! Matt Wurst @mwurst
Editor's Notes
- (Intro) We’re an integrated agency of creative storytellers + analytical thinkers. And a culture founded in continually finding new and better ways to help our clients succeed. Our people have to lead, adapt and thrive in a rapidly evolving industry.
- Now you might know us for certain things… our social work with Oreo, for example. But when we started as a digital agency 17 years ago, it was focused entirely on Search Optimization. We didn’t have a Creative department… and that’s pretty remarkable when you think about where advertising agencies came from.
- Remember that modern advertising and marketing is rooted in great visuals and copy.
- Historically, the original ad agencies had big creative and art departments… but they were very late to digital, even later to social. Brands typically paired them with a big, traditional media agency… and their year-long planning cycles. Many brands also had another agency for just PR, but they weren’t really content creators, either. (ANIMATE) Over last 20 years, digital-first agencies like mine sprung up. Some were creative-only while others had integrated creative and media teams. These along with… (ANIMATE) …specialty social start-ups that sprung up within the last five years, were the first to evolve to a digital and social content offering. They’ve been more nimble, faster to evolve and invested heavily in visual capabilities Now everyone says they’re digital with the agencies on the left having expanded their own capabilities.
- But early success in digital didn’t initially require great visuals.
- The skillsets required to deliver great results in social and digital content were generally broad… You could have one person doing just about everything. And for some brands, and even a few agencies, that old model is still in place.
- But the digital landscape and the entire marketing ecosystem are changing at a pretty insane rate. Consumer expectations are changing faster than we’re able to keep up with. And almost all of the assumptions on which marketers are basing decisions – digital and traditional alike - are already outdated.
- Agency leadership in a constantly changing landscape means both anticipating & responding to changes. When social channels like FB and TW became great communities for fans, consumers and advocates, our job as marketers was to determine a value exchange between brand and consumers. There are now over 100MM branded social channels and streams, resulting in a rapid decline in organic reach and earned impression capabilities. The bar for what constitutes good content has risen …As has the cost required to ensure that enough consumers see it. So we’ve had to evolve, bringing new strategic tools and tactics, updated digital architectures, as well as an evolving team with new skills, talent and responsibilities to integrate social, digital and traditional content.
- A new kind of agency model integrates media and creative planning, with message, platform and timing now converging. Brands and agencies are now recognizing that the process by which content should be planned, developed, distributed, monitored & optimized can prevent complacency as things continue to change. (ANIMATE) For us, it is a 4-pronged planning approach powered by listening, data and research-driven insights to inform media and creative strategy. (ANIMATE) An upgraded content and creative model requires being smarter with how and where resources are allocated. (ANIMATE) Enhanced targeting enables us to reduce wasted impressions and reach higher value audience segments. (ANIMATE) And measuring the effectiveness and value of content is not only possible, but required to validate and quantify how it impacts your business. Each of these tasks shows how roles and responsibilities require greater specialization, but will result in a far greater content experience.
- We know that great content matters… So how do we define great? The key is being more purposeful with content. That requires adaptability and a consistent strategic lens …which in this case, is a simple, easy-to-remember set of questions I’ll explain each, and show you an example of a brand that exemplifies these characteristics Who are we talking to? What are we going to say? Where should we be saying it? And when? (ANIMATE) Last is answering why Instagram is becoming such a prevalent factor in our marketing mix.
- The first step is understanding who is our target consumer or audience? - Is there more than one group? - What are they talking about and where? What deeper platform trends or usage info should we be aware of? We answer this by uncovering insights to understand what will best apply to our target consumer.
- Social listening uses real data to uncover insights and inspire content creation. There is a diverse toolkit you can tap into. Lots of great data available. But you still need human analysts to sort, cull insights and make recommendations. Don’t assume you know who your fans are, where they are talking or what motivates them to engage… (ANIMATE) Let’s take a look at an example of how this works with Oscar Mayer.
- Oscar Mayer learned that while people are talking A LOT about bacon, 98% of the conversations and searches taking place were unbranded. So we listened to who was talking and where… and established a goal of getting people specifically to talk about the BRAND. If Oscar could create an emotional connection between fans of bacon and their products, they could own the conversation.
- The humorous and visually stunning creative campaigns that ultimately followed over the next year drove emotional resonance with Oscar Mayer bacon. (ANIMATE) By ONLY focusing on digital – no TV, print – they actually drove a sales lift while overall bacon sales declined.. Here’s an example of what we created for Father’s Day
- Oscar now has a really well-defined content strategy where they know who they’re talking to and how to mix every day content with bigger concepts.
- What is our Content Strategy? Just because you have content – or can easily make it – doesn’t mean it’s right. And how do we break through the clutter?
- Over the past 2-3 years, technology has made everyone – brands and consumers – into content creators. The proliferation of clutter has made “share of screen” harder to come by. 27MM pieces of content shared every day. And every minute of the day: But we learned VERY quickly that more content isn’t better if it doesn’t break through…
- We’re now shifting the balance of content strategy to ensure that content is seen and keeps the brand connection strong with consumers going. We’re also moving away from repurposing content created for one channel to another… towards creating content specifically for each platform. (ANIMATE) There is still a case to be made for opportunistic content experiences, creating and cultivating on-brand, on-target conversations in the social, at relevant times… but you should only invest in creating more individual pieces of content with sufficient media spends. Without it, the cost of actually making and publishing “flow” content is an inefficient way to spend marketing dollars. (ANIMATE) Fewer, bigger activations, mini campaigns and broader campaigns are a far better bang for the buck. Rethinking volume & frequency of content. You wouldn’t make 15 TV spots to support a new product extension, but you might make 2 or 3…
- Case and point - Two years ago, for President’s Day, we saw countless companies create something that was in no way original, ownable or memorable. (ANIMATE) Same thing happened in 2014. So what do you think happened this year? Did they learn?
- Case and point - Two years ago, for President’s Day, we saw countless companies create something that was in no way original, ownable or memorable. (ANIMATE) Same thing happened in 2014. So what do you think happened this year? Did they learn?
- HBO is a great example of a brand that knows how to break through. For fans of Game of Thrones, waiting through the LONG offseasons are tough, so how does HBO keep the conversation going? (ANIMATE) Their regular content calendar – the every day flow - is great… and actually looks better than it ever has. But that’s not always enough. So we created a campaign based on an interesting Insight that we picked up from Social Listening…. Joffrey is the most hated character online. (ANIMATE) “Roast Joffrey” was an offseason idea that we developed earlier this year – but instead of tapping into existing conversation, we actually created a new experience and earned millions of impressions rooted in social behaviors.
- Where are we engaging is a critical question that must be answered. The key here is developing the right platform architecture.
- Defining the role of channels, a platform architecture and strategy, is critical to getting to great content. This means having an understanding of what features each platform offers, how consumers interact and what media/targeting opportunities exist. The digital architecture we created for Coca-Cola’s year-long build-up to the 2014 World Cup illustrates how consumers move between Coca-Cola’s and FIFA’s paid, earned and owned properties. Coke: Red circles represent their social channels Green circles represent FIFA platforms They used tumblr as the hub for all brand, fan and partner-genereated content, a ton of which actually came from instagram and twitter. Content is ultimately the trigger that gets fans to move between places.
- A great example of how this works with Scotts and Miracle Gro. (ANIMATE) Facebook: is their primary social hub; and all about inspiration (inspiration) (ANIMATE) YouTube: focuses on education and gardening/growing tips (education) (ANIMATE) Twitter: cultural and conversational relevance (Conversation) (ANIMATE) Added Instagram last month – celebrating the lives and lifestyles of growing enthusiasts (Celebration)
- What, what, where… when? When is the right time to post?
- With the success of the Oreo over the past few years, the term “Real-time marketing” became a very popular thing. Real-time activity is great during events but most brands that try this are being VERY wasteful with resources and time. Instead of talking about real-time with them, we direct the conversation towards Right-Time Marketing. What’s most important is that we ALL create the right content for the right consumer on the right platform at the right time. For companies like Oreo now, fewer better posts are driving far greater results. (ANIMATE) So it’s not just about reacting to a moment, but still planning to plan… and planning to react… …and engaging, streamlining approval processes, media amplification and moderation.
- The secret to success is in having an organized, disciplined content process – while still remaining innovative and flexibly iterative. It should build… Sometime late last year, a Comm Mgr saw this post to the Oreo FB page by a fan. We then promoted it with great results. (ANIMATE) Working together with creatives, the team built off of the insight that the millennial target likes to hack things… and conceived of a content series called “Snack Hacks.” Threading this narrative over the second half of last year generated a ton of engagement, and yielded an even deeper understanding of our consumer. (ANIMATE) But we didn’t stop there. The social content series did so well that we took the concept even further, co-creating a significantly broader idea for Snack Hacks. We partnered with celebrity chefs like Roy Choi and Michael Voltaggio to incorporate Oreos into their famous recipes and put it out there... And with 6MM video views, this is a true success story that proves that great social content can extend out to become something much bigger.
- We talk a lot about Facebook and Twitter, mostly because of scale and legacy. But Instagram has arrived as a marketing platform, and we are driving change with most of our clients on Instagram in some capacity.
- Brand marketers are catching on. Biggest with retail, automotive, food and entertainment is catching up.
- Using the same questions as before: Who… For many of our client brands, the target consumers are there. And they are engaging far more. 53 percent of Internet-using adults age 18 to 29 are on Instagram. That’s up from 37 percent from last year.
- What content are we going to put there? We can find that right balance between campaigns and everyday conversational engagement. And it’s obviously a highly-visual, disruptive environment
- It’s flexible… and brands can find their comfort zone no matter what the visual identity of the brand is.
- Instagram’s arrival has coincided with our evolution as a digital agency. It’s a perfect match.
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