Explaining the best practices of how a traditional and digital media agency can partner to the ultimate benefit of the client. This presentation showcases the sensitivities that each side must address when "reaching across the aisle" and will help with avoiding the politicking and counter-positioning that often mars a broad cross channel engagement. Using real client this presentation shows how a truly holistic approach to advertising yields exponential benefits to both the agencies involved and the clients' bottom line. -Understand the best practices that make up a traditional/digital partnership. -Identify the shared learnings and aggregate success metrics to tell that the partnership is working. -Learn how to avoid budget jockeying and political shenanigans. -Determine what makes for a solid traditional/digital partner.

2. About Huge.
Founded in 1999.
Leading full-service digital agency within Interpublic.
800 employees across all interactive disciplines.
London.
Portland. Brooklyn.
San Francisco. Washington DC.
LosAngeles. Atlanta.
Brasilia.
Rio de Janeiro. 2.

3. Our approach.
Great user experiences are what drive
business performance and marketing.

4. AdAge A-List for 2012
Top ten agencies as ranked by AdAge, across all marketing disciplines.
Social media agency of the year
2011 and 2012 by OMMA / MediaPost.
Most innovative agency
for 2012 by Digiday and One of Five for 2011 by Mashable.

5. Capabilities

6. Agenda:
1. Environmental changes.
2. Larger strategic concerns.
3. Coordination tactics.

7. Environmental
change.

8. “Search, Social &
Content Has Merged
into a Single Process”
-Kevin Gibson

9. Every person, brand, group, and
campaign must have a digital version of
itself in addition to thier real world
component.

10. Comet SoLoMo: Social / Local / Mobile
Be these guys.

11. Strategic concerns.

12. Feuding agencies.

13. Strategy, UX, Content
Strategy, Visual Design
“Full service
agencies”
Strategy / Design agencies
Development
Promotion
“Integrated
marketing
Search agencies
campaigns”
Mobile Social Paid media APIs Local

14. Where does „promotional‟ budget live?
• “They understand media &
how to promote”
Strategy / Design Agencies
• They have access to
marketing budget
$
• “They understand the big
picture / strategy”
• Have access to the capital
Search agencies budget

15. Marketing is becoming more strategic
and holistic.
Agencies, responsibilities, budgets and
allocations need to change.
But how?

16. Agency coordination.

17. Traditional media Digital media
Branding metrics ROI
Agency
management
On-site Social media
Engagement
Web analytics metrics

18. Holistic agency management.
Create an agency plan that addresses:
• Mobile / local search / landing pages
• Local 3rd-party sites (G+ local, Yelp, etc.)
• Contextual and targeted media (long tail biddable)
• Content marketing (video, images)
• Social media (promoted posts)
• App discovery (API / open data / semantic markup)
• News and Syndication discovery (Press
releases, syndication)
• KPIs that cross digital, traditional, and agency lines

19. Build-in all these new search and
discovery tactics at the start of
campaign or site strategy.

20. Smart brands make them a
strategic component of the site or
campaign build.

21. Don’t bolt it on.

22. hugeinc.com
info@hugeinc.com
45 Main St. #220 Brooklyn, NY 11201
+1 718 625 4843