There has never been a period quite like this. The simultaneous impact of technology and the global economic downturn have completely disrupted the agency industry. Bob Greenberg and Barry Wacksman discuss specifically what has changed and the implications to agency business models and service offerings.
You will not want to miss this keynote address that completely changes the way you look at your agency – and the future viability of your agency.
14. SMS
FORUMS
MICRO-BLOGGING
VIDEOGAMES EMAILS
PODCASTS WAP BROWSING
YESTERDAY
TODAY
SATELLITE RADIO WEB APPLICATIONS DVR
RSS FEEDS PEER-TO-PEER NETWORKS MOBILE APPS
MMORPGs VLOGS CLOUD SERVICES E-READERS WIKIS
MOBILE ALERTS SOCIAL NETWORKING SITES WEB VIDEOS BLOGS
NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
WAKE UP GO TO SLEEP
15. The advertising industry “is not going to be
is
the same. It's not going to be in 30-second
TV ads; it's not going to be in newspaper or
magazine ads; it's going to be in Russia,
India, China,
India China Vietnam ... and digital "
digital."
Martin Sorrell
Chief Executive, WPP Group PLC
Wall Street Journal, 8/27/09
23. WHAT IS A PLATFORM?
ROOTED IN UTILITY
INTEGRATES INTO DAILY LIFE
BECOMES “OWNED” MEDIA
TRIGGERS “EARNED” MEDIA
24. NIKE RUNNING: A HISTORY
MARKET
SHARE
1971 70’s 80’s 90’s 2000-2006
Nike Early Dominance New Market Share
Founded Growth & Diversification Competition Erosion
25.
26.
27. IMPACT
200,000,000+ MILES
160+ COUNTRIES
3 VISITS PER WEEK AVERAGE
28. We’re not in the business of keeping
the media companies alive. We’re in the
business of connecting with consumers.
People are coming into Nike+ on
average three times a week. So we’re
not having to go to them.
Trevor Edwards
VP Global Brand, Nike Inc.
The New York Times, 10/14/07
29. Nike captured 56 7% of the $3 6 billion
56.7% $3.6
U.S. running-shoe market through the
seven months ending in August 2007
2007,
compared with 47.4% in 2006.
No question, Nike Plus is one of the
primary drivers of the company's
company s
running growth this year. Competitors
New Balance, Asics and Adidas have
lost market share in running shoes.
TIME Magazine, 10/4/07
42. ANALOG AGENCY MODEL
ACCOUNT
MANAGEMENT
ON
YWRITING
G
ART DIRECTIO
DIA
COPY
MED
43. ANALOG AGENCY MODEL
ACCOUNT
MANAGEMENT
ON
COPYWRITING
G
ART DIRECTIO
DIA
MED
44. COPYWRITING
G
COPYWRITINGG
ACCOUNT
ART DIRECTIO
ON
MANAGEMENT
ACCOUNT
ART DIRECTIO
ON
MANAGEMENT
MED
DIA
MED
DIA
ANALOG AGENCY MODEL
45. ANALOG AGENCY MODEL
ACCOUNT ACT
MANAGEMENT MGT
ON
COPYWRITING
G
ART DIRECTIO
NNING
DIA
PLAN
MED
46. COPYWRITING
G
ACCOUNT
ART DIRECTIO
ON
MANAGEMENT
PLAN
NNING
COPYWRITING
G
ACCOUNT
ART DIRECTIO
ON
MANAGEMENT
PLAN
NNING
MED
DIA
ACT
MGT
MED
DIA
ACT
MGT
47. COPYWRITING
G
ACCOUNT
ON
ART DIRECTIO
MANAGEMENT
PLAN
NNING
DIRE
ECT
ACT
MGT
INTE
ERACTIVE
ACT
MGT
BRA
ANDING
ACT
MGT
EVEN
NTS
ACT
MGT
CURRENT AGENCY MODEL
PR
ACT
MGT
MED
DIA
ACT
MGT
48. CURRENT AGENCY MODEL
ACCOUNT ACT ACT ACT ACT ACT ACT
MANAGEMENT MGT MGT MGT MGT MGT MGT
ON
COPYWRITING
G
ART DIRECTIO
ERACTIVE
ANDING
NNING
NTS
ECT
DIA
PLAN
EVEN
DIRE
MED
INTE
BRA
PR
PRODUCTION
O C O
COMPANIES
49. CURRENT AGENCY MODEL
VP of VP of VP of VP of VP of VP of VP of
ADVERTISING CRM eCOMM DESIGN PROMO COMM MEDIA
ACCOUNT ACT ACT ACT ACT ACT ACT
MANAGEMENT MGT MGT MGT MGT MGT MGT
ON
COPYWRITING
G
ART DIRECTIO
ERACTIVE
ANDING
NNING
NTS
ECT
DIA
PLAN
EVEN
DIRE
MED
INTE
BRA
PR
PRODUCTION
O C O
COMPANIES
50. CURRENT AGENCY MODEL
VP of VP of VP of VP of VP of VP of VP of
ADVERTISING CRM eCOMM DESIGN PROMO COMM MEDIA
ACCOUNT ACT ACT ACT ACT ACT ACT
MANAGEMENT MGT MGT MGT MGT MGT MGT
CLIENT TEAM TEAM TEAM TEAM TEAM TEAM TEAM
ON
COPYWRITING
G
ART DIRECTIO
ERACTIVE
ANDING
NNING
NTS
ECT
DIA
PLAN
EVEN
DIRE
MED
INTE
BRA
PR
PRODUCTION
O C O
COMPANIES
51. TECHNOLOGY CONSUMERS AGENCIES
THE AGENCY
FOR THE
DIGITAL AGETM
53. THE AGENCY FOR THE DIGITAL AGE
TM
PLANNING
CONNECTIONS
ANALYTICS
54. THE AGENCY FOR THE DIGITAL AGE
TM
PLANNING
CONNECTIONS
ANALYTICS
INTERACTION DESIGN
COPYWRITING
VISUAL DESIGN
55. THE AGENCY FOR THE DIGITAL AGE
TM
PLANNING
CONNECTIONS
ANALYTICS
INTERACTION DESIGN
COPYWRITING
VISUAL DESIGN
TECHNOLOGY
56. THE AGENCY FOR THE DIGITAL AGE
TM
PLANNING
CONNECTIONS
ANALYTICS
INTERACTION DESIGN
COPYWRITING
VISUAL DESIGN
TECHNOLOGY
57. PLANNING
G
CONNECT
TIONS
A
ANALYTIC
CS
INTERACT
TION DESIGN
ACCOUNT / PRODUCTION
COPYWRI
ITING
V
VISUAL DESIGN
T
TECHNOL
LOGY
THE AGENCY FOR THE DIGITAL AGE
TM
58. PLANNING
G
CONNECT
TIONS
A
ANALYTIC
CS
INTERACT
TION DESIGN
ACCOUNT / PRODUCTION
COPYWRI
ITING
V
VISUAL DESIGN
T
TECHNOL
LOGY
THE AGENCY FOR THE DIGITAL AGE
TM
59. PLANNING
G
CONNECT
TIONS
A
ANALYTIC
CS
DIGITAL STUDIO
INTERACT
TION DESIGN
ACCOUNT / PRODUCTION
COPYWRI
ITING
V
VISUAL DESIGN
T
TECHNOL
LOGY
THE AGENCY FOR THE DIGITAL AGE
TM
60. PLANNING
CON
NNECTION
NS
ANA
ALYTICS
DIGITAL STUDIO
INTE
ERACTION DESIGN
N
ACCOUNT / PRODUCTION
COP
PYWRITING
G
VISU DESIG
UAL GN
TECHNOLOGY
Y
THE AGENCY FOR THE DIGITAL AGE
TM
64. THE AGENCY FOR THE DIGITAL AGE
TM
CEO / CMO / SENIOR CLIENT TEAM
ACCOUNT / PRODUCTION
SIGN
INTERACTION DES
VISUAL DESIGN
TIONS
RITING
LOGY
CS
NG
CONNECT
ANALYTIC
TECHNOL
D
PLANNIN
COPYWR
DIGITAL STUDIO
65. PLANNIN
NG
CONNECT
TIONS
ANALYTIC
CS
DIGITAL STUDIO
P
PLANNINGSIGN
INTERACTION DES
G
ACCOUNT / PRODUCTION
COPYWR
RITING IONS
C
CONNECTI
D
VISUAL ANALYTICS
A
DESIGN S
DIGITAL STUDIO
TECHNOL
IN
NTERACTI DESIG
LOGY ION GN
ACCOUNT / PRODUCTION
C
COPYWRIT
TING
V
VISUAL DE
ESIGN
THE AGENCY FOR THE DIGITAL AGE
TM
T
TECHNOLO
OGY
66. THE AGENCY FOR THE DIGITAL AGE
TM
ACCOUNT / PRODUCTION
MOBILE
GN
NTERACTI DESIG
SOCIAL
ESIGN
RETAIL
TING
OGY
ION
TECHNOLO
ANALYTICS
S
COPYWRIT
VISUAL DE
PLANNING
G
PRODUCTS
MEDIA
BRANDS
S
IN
M
C
A
P
T
V
DIGITAL STUDIO
72. WHAT DO THEY DO? HOW DO THEY DO IT?
CRISPIN Campaigns
Creative in-house
GOODBY Production out-of-house
Creative in-house
DRAFTFCB Campaigns +
Analytics in-house
RAPP Programs
Production out-of-house
R/GA Campaigns + Creative in house
in-house
AKQA Programs + Analytics in-house
RAZORFISH Platforms Production in-house