Agencies must change!     Professor Jonathan Briggs            Hyper Island
Agencies must change!    Music                             Movies                                 Newspapers             P...
Who will survive?Who will prosper?   Who fails?
What happens if?• Google takes 40% of ad spend• P&G takes brand insights in-house• J&J run their own social engagement• AK...
Charging            What needs to change?The Work    Think about the biggest issues in            each            Crowdsou...
Become a 100% digital     agency?
Give away free workUnlimited work for a fixed fee     Free updates for life Pitch lists with 20 agencies     Clients have n...
Working with brands• Where will the work be done?• Who “owns” data, strategy, social, insights?• How should agency/brand t...
Possible changes•   Stop being agencies•   Stop pitching          •   Charge for value•   Buy more digital       •   Payme...
Twitter, LinkedIn, Facebook,     Vimeo, Delicious   or search on Google      jonathanbriggs
Changes in agencies
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Changes in agencies

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Changes in agencies

  1. 1. Agencies must change! Professor Jonathan Briggs Hyper Island
  2. 2. Agencies must change! Music Movies Newspapers Professor Jonathan Briggs AdvertisingKingston University, the OTHER media & Hyper Island Politics Education
  3. 3. Who will survive?Who will prosper? Who fails?
  4. 4. 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
  5. 5. 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
  6. 6. Become a 100% digital agency?
  7. 7. 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
  8. 8. 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?
  9. 9. 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
  10. 10. Twitter, LinkedIn, Facebook, Vimeo, Delicious or search on Google jonathanbriggs

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