What happens if?• Google takes 40% of ad spend• P&G takes brand insights in-house• J&J run their own social engagement• AKQA become a strategy company• Ad Agencies develop products
Charging What needs to change?The Work Think about the biggest issues in each Crowdsource the resultsStructure Keep the ideas clear and different Tools http://bit.ly/chilondon http://bit.ly/chilondon2 (if 1 isProcesses full)Culture
Give away free workUnlimited work for a ﬁxed fee Free updates for life Pitch lists with 20 agencies Clients have no idea Make a better Facebook We want the “wow factor” Digital is cheap
Working with brands• Where will the work be done?• Who “owns” data, strategy, social, insights?• How should agency/brand teams be constructed?• How do you get paid for the value you bring to the relationship?• Competing with brands?
Possible changes• Stop being agencies• Stop pitching • Charge for value• Buy more digital • Payment by results• Improve PR functions • Take a cut in sales• Offer strategic • Technology licensing consulting • Software as a service• Crowdsource/ • Charge for leads outsource everything • Invest in start-ups• Search marketing • “Google” Labs• Create products
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