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The Great Re-bundling Debate: Should Media and Creative Come Back Together?

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The Great Re-bundling Debate: Should Media and Creative Come Back Together?

  1. 1. • Tuesday, 5:00 - 6:00pm The Great Re-bundling Debate: Should Media and Creative Come Back Together? WORKSHOP FACILITATOR: Paul Woolmington Naked Communications Noah Brier Naked Communications
  2. 2. THE RULES • Be nice . . . • But don’t be afraid to challenge • Interrupt at any point • Talk to each other
  3. 3. THE AGENDA • Definitions • History • Pros & Cons • New models • Rules of engagement
  4. 4. UNBUNDLED • Agencies that specialize is a particular part of the marketing puzzle. This can be as broad as media/ creative or as narrow as SEO.
  5. 5. BUNDLED • An agency where media, strategy, creative and (increasingly) technology is all housed under one roof.
  6. 6. HOLDING COMPANY • Lots of unbundled/bundled agencies living within a larger organization.
  7. 7. HOW DID WE GET HERE? VOL. 1 • Media agencies were tired of getting pushed around and decided to take their expertise (and money) elsewhere.
  8. 8. HOW DID WE GET HERE? VOL. 2 • The endless spectrum of digital made specialization even more of a necessity. • At the same time, the blurred lines between media and creative made us wonder if re-bundling made more sense.
  9. 9. THERE’S NO ONE ANSWER • Like most things, it ebbs and flows.
  10. 10. PROS AND CONS
  11. 11. FOOD FOR THOUGHT • How do you integrate? • Which structure is more objective? • Where does digital fall into the mix? • Integrated vs. holding company • Role of client vs. agency
  12. 12. RULES OF ENGAGEMENT • “A clear strategic focus” • “Clearly defining agency scopes” • “Frequent and open agency feedback” • “Training and strategic engagement of our agency partners” • “Recognizing and celebrating successes” SOURCE: “Maximizing unbundled agency performance - a case study.” Lisa Wellington, The Advertiser, February 2006, pp.22-24
  13. 13. NEW MODELS? • Executive Producer • Client-controlled
  14. 14. thanks for coming. love,

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