You can view this
webinar on YouTube
here
What It Used To Be….
What It Will Be…
Nimble & Agile
The Agency of the Future
Nimble & Agile
Student of Technology
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
Savvier Competitor
The Agency...
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
Savvier Competitor
Partner, N...
Today’s Program
Marketer Perspective #1
Marketer’s Perspective:
“There will be no mid-size players.
Our industry will likely see the
larger get larger and we'll s...
Disagree
How & Why Mid-Size Agencies Can Survive
• Mid-size companies need resource-rich agencies
that aren’t big and expensive and...
How & Why Mid-Size Agencies Can Survive
• Mid-size companies need resource-rich agencies
that aren’t big and expensive and...
How & Why Mid-Size Agencies Can Survive
• Mid-size companies need resource-rich agencies
that aren’t big and expensive and...
Marketer Perspective #2
Marketer’s Perspective:
“The agency of the future should
offer traditional advertising with
effective digital and social m...
Agree
Why Integration is Vital
• Marketers need partners that can think
Why Integration is Vital
• Marketers need partners that can think
• With so many platforms, consumers control how
and when...
Why Integration is Vital
• Marketers need partners that can think
• With so many platforms, consumers control how
and when...
Marketer Perspective #3
Marketer’s Perspective:
“Digital will continue to evolve, so
they must be flexible and aware,
but creative, not capability...
Disagree
Marketer’s Perspective:
“Much more sophisticated in data
mining to understand impact,
consumer behaviors and channel
effec...
Agree
Why Creative Only Kind of Matters
• Marketers are under intense pressure to deliver
Why Creative Only Kind of Matters
• Marketers are under intense pressure to deliver
• Too many technologies out there that...
August 2011: ~ 100 Companies
September 2012: ~ 350 Companies
January 2014: 950+ Companies
• Marketers are under intense pressure to deliver
• Too many technologies out there that provide too
many benefits to be i...
Marketer Perspective #4
Marketer’s Perspective:
“I think marketing agencies will
continue to get more competitive
and stay on top of trends.”
Agree
Why Agencies are Getting More Competitive
• More larger agencies going after smaller pieces
of business
Why Agencies are Getting More Competitive
• More larger agencies going after smaller pieces
of business
• Marketers are in...
Why Agencies are Getting More Competitive
• More larger agencies going after smaller pieces
of business
• Marketers are in...
Marketer Perspective #5
Marketer’s Perspective:
“Agencies will look more like
general contractors where they
actually go out and bring in lots of
...
Agree
What’s Happening Now and What to Expect
• Marketers aren’t expecting agencies to “have it
all” – they just want a smart ag...
What’s Happening Now and What to Expect
• Marketers aren’t expecting agencies to “have it
all” – they just want a smart ag...
What’s Happening Now and What to Expect
• Marketers aren’t expecting agencies to “have it
all” – they just want a smart ag...
Nimble & Agile
The Agency of the Future
Nimble & Agile
Student of Technology
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
Savvier Competitor
The Agency...
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
Savvier Competitor
Partner, N...
www.rswus.com
mark@rswus.com
Thanks!
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck
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RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck

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You can view this webinar on YouTube at http://bit.ly/PtEMtG

This RSW/US webinar is based on data from our latest survey report and the question we asked Marketers: "What does the agency of the future look like?"

RSW/US Owner & President Mark Sneider covers Marketer responses to the "Agency of the Future" question within an ad agency new business context, including direct quotes from Marketers, the need for more sophisticated data mining, agencies taking on the role of general contractor, continuing focus on showing ROI and the potential pitfalls agencies face that remain digital-only.

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RSW/US 3/6/14 Webinar-Agency Of The Future and Implications For Marketing Agencies Slide Deck

  1. 1. You can view this webinar on YouTube here
  2. 2. What It Used To Be….
  3. 3. What It Will Be…
  4. 4. Nimble & Agile The Agency of the Future
  5. 5. Nimble & Agile Student of Technology The Agency of the Future
  6. 6. Nimble & Agile Student of Technology Curator & Contractor The Agency of the Future
  7. 7. Nimble & Agile Student of Technology Curator & Contractor Real Timer The Agency of the Future
  8. 8. Nimble & Agile Student of Technology Curator & Contractor Real Timer Selectively Specialized The Agency of the Future
  9. 9. Nimble & Agile Student of Technology Curator & Contractor Real Timer Selectively Specialized Savvier Competitor The Agency of the Future
  10. 10. Nimble & Agile Student of Technology Curator & Contractor Real Timer Selectively Specialized Savvier Competitor Partner, Not Player The Agency of the Future
  11. 11. Today’s Program
  12. 12. Marketer Perspective #1
  13. 13. Marketer’s Perspective: “There will be no mid-size players. Our industry will likely see the larger get larger and we'll see a rise in specialty boutique agencies. The mid-size agency will either get bought-out or die.”
  14. 14. Disagree
  15. 15. How & Why Mid-Size Agencies Can Survive • Mid-size companies need resource-rich agencies that aren’t big and expensive and public
  16. 16. How & Why Mid-Size Agencies Can Survive • Mid-size companies need resource-rich agencies that aren’t big and expensive and public • Marketers want specialization and you don’t have to be boutique to deliver it
  17. 17. How & Why Mid-Size Agencies Can Survive • Mid-size companies need resource-rich agencies that aren’t big and expensive and public • Marketers want specialization and you don’t have to be boutique to deliver it • If you curate and you are proactive and keep on top of trends it makes no difference what size you are
  18. 18. Marketer Perspective #2
  19. 19. Marketer’s Perspective: “The agency of the future should offer traditional advertising with effective digital and social media extensions, all connected to relevant PR…and the agency understands the role of all working together.”
  20. 20. Agree
  21. 21. Why Integration is Vital • Marketers need partners that can think
  22. 22. Why Integration is Vital • Marketers need partners that can think • With so many platforms, consumers control how and when they get their information so agencies have to be built to deliver it
  23. 23. Why Integration is Vital • Marketers need partners that can think • With so many platforms, consumers control how and when they get their information so agencies have to be built to deliver it • Because if you are going to be pulled in as a specialist in a platform, you have to show you can play nice with others
  24. 24. Marketer Perspective #3
  25. 25. Marketer’s Perspective: “Digital will continue to evolve, so they must be flexible and aware, but creative, not capability, will still be king.”
  26. 26. Disagree
  27. 27. Marketer’s Perspective: “Much more sophisticated in data mining to understand impact, consumer behaviors and channel effectiveness to drive more effective marketing strategy. Pretty ads are not sufficient.”
  28. 28. Agree
  29. 29. Why Creative Only Kind of Matters • Marketers are under intense pressure to deliver
  30. 30. Why Creative Only Kind of Matters • Marketers are under intense pressure to deliver • Too many technologies out there that provide too many benefits to be ignored
  31. 31. August 2011: ~ 100 Companies
  32. 32. September 2012: ~ 350 Companies
  33. 33. January 2014: 950+ Companies
  34. 34. • Marketers are under intense pressure to deliver • Too many technologies out there that provide too many benefits to be ignored • Being creative is more than just pretty pictures anymore Why Creative Only Kind of Matters
  35. 35. Marketer Perspective #4
  36. 36. Marketer’s Perspective: “I think marketing agencies will continue to get more competitive and stay on top of trends.”
  37. 37. Agree
  38. 38. Why Agencies are Getting More Competitive • More larger agencies going after smaller pieces of business
  39. 39. Why Agencies are Getting More Competitive • More larger agencies going after smaller pieces of business • Marketers are increasing the number of agencies involved in a search
  40. 40. Why Agencies are Getting More Competitive • More larger agencies going after smaller pieces of business • Marketers are increasing the number of agencies involved in a search • Agencies are getting more organized in how they manage their outreach
  41. 41. Marketer Perspective #5
  42. 42. Marketer’s Perspective: “Agencies will look more like general contractors where they actually go out and bring in lots of specialists, preferably the best specialist , to execute against individual tactics and they manage the entire campaign.”
  43. 43. Agree
  44. 44. What’s Happening Now and What to Expect • Marketers aren’t expecting agencies to “have it all” – they just want a smart agency that can proactively bring them the best talent
  45. 45. What’s Happening Now and What to Expect • Marketers aren’t expecting agencies to “have it all” – they just want a smart agency that can proactively bring them the best talent • Agencies are devoting specific resources to outsourcing ideas, technologies, talent.
  46. 46. What’s Happening Now and What to Expect • Marketers aren’t expecting agencies to “have it all” – they just want a smart agency that can proactively bring them the best talent • Agencies are devoting specific resources to outsourcing ideas, technologies, talent. • Marketers are most often coming to us because their agencies are falling down in this area
  47. 47. Nimble & Agile The Agency of the Future
  48. 48. Nimble & Agile Student of Technology The Agency of the Future
  49. 49. Nimble & Agile Student of Technology Curator & Contractor The Agency of the Future
  50. 50. Nimble & Agile Student of Technology Curator & Contractor Real Timer The Agency of the Future
  51. 51. Nimble & Agile Student of Technology Curator & Contractor Real Timer Selectively Specialized The Agency of the Future
  52. 52. Nimble & Agile Student of Technology Curator & Contractor Real Timer Selectively Specialized Savvier Competitor The Agency of the Future
  53. 53. Nimble & Agile Student of Technology Curator & Contractor Real Timer Selectively Specialized Savvier Competitor Partner, Not Player The Agency of the Future
  54. 54. www.rswus.com mark@rswus.com Thanks!

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