The document discusses ways that agencies can evolve to better serve clients in today's digital landscape. It suggests that agencies need to break down silos between departments, encourage collaboration and ideas from anywhere. Hierarchies should be flattened with creative teams composed of diverse specialists rather than just writers and art directors. Processes also need updating - there should be no chemistry meetings, one briefing for all agencies, and ideas submitted simply on one sheet of paper rather than lengthy formal pitches. The structure should also evolve from separate groups to interconnected specialist teams collaborating on projects.

1. The industry is being reshaped

2. @yellif

3. How many agencies do you
employ?

7. Who should own Social?

10. Interactive Agency of the Year
1. Crispin Porter & Bogusky, Boulder
2. BBH, London
3. Wieden & Kennedy, Portland

11. Iain Tait, Founder of Poke

12. “Digital agencies, are the new dinosaurs. If
they don’t evolve quickly they will have lost
the 10 year head start they have enjoyed so
far.”
Creativesocialblog, July 22nd, 2010

13. The Work
Culture
Which of these needs to
change first?
Processes
Structure
What key changes could we be
Partners
making at Cheil?
Tools
People

14. Culture

15. Ideas can come from anywhere
[Any of your team. Media Owners. Customers]

17. "In the past we've been accused of passing things off to the
interactive department," says Hoffman. "Now, we don't use
different departments as our executors; we're all collaborating
and ideas can come from anywhere."
Creativity, Agency of the Year 2010

18. Collaboration

19. Profero London Anomaly NY
Iconmedialab Milan W&K London

20. Egos

21. “The guys who check their egos at the door
will get better work”
Keith Butters, Chief Experience Officer,
The Barbarian Group

22. “It is amazing what you can accomplish if
you do not care who gets the credit”
H.S. Truman

23. The Work

24. Storytelling to Storybuilding
[Campaigns now live on. Social is the saviour of tv advertising]

26. Small Ideas are Beautiful
[It’s not always about the Big Idea]

32. JAPANESENESS
+
TECHNOLOGY
+
PRODUCT
+
SHAREABILITY

39. User experience is everything
[Tension between brand and easy navigation. Need to really understand what people are
looking for?]

44. Perpetual Beta
[Ongoing improvements. Reacting to customer feedback. Need to be agile]

45. Open Source
[Add to what already exists. Don’t reinvent]

46. Experimentation
[Client R&D Budgets. Agencies need to get your own hands dirty]

47. 60% Proven
30% Proving
10% Testing new models

48. Behavioural Economics

50. Processes

51. Project unPitch

52. Stage Improvement in process
There will be no chemistry stage. We will be using the Creative Social network to
Chemistry seed the list of agencies pitching, in particular picking out the individuals from
Meeting those agencies who we believe have the best fit to the client and will add the
most value
All agencies will be present for a single briefing. Although there will be more time
Briefing required by the client to prepare for this briefing, it should be more than
recouped by getting better ideas
Agency
No planning required
Planning
Strategy Would still expect them to do the strategy bit
Ideas
Lead creatives will have been in the briefing so expect far better ideas
Generation
No formal pitch. Each idea submitted on one sheet of A4. No Appendix. No
Pitching
Branding

53. 3
2
1
0
1 2 3 4 5 6 7 8 9 10
Average = 9.0

54. AD
Client
Planning
Client sign off
Creative team 1
CD Creative team 2
Creative team 3
AD
Client sign off
Production

56. Team
Director
Client CD
Creative
Planner
Team
TV
Producer

57. Main Challenges
1. Client Sign Off
2. Costing at the outset

60. Structure

61. Art Director + Copywriter

62. Art Director + Copywriter

63. Art Director + Copywriter
Other specialist Creative
IA/UE
Technologist
Planner
Social Media
Specialist

64. Art Director + Copywriter
Other specialist Creative
IA/UE
Technologist
Planner
Social Media
Specialist

65. Art Director + Copywriter
Other specialist Creative
IA/UE
Technologist
Planner
Social Media
Specialist

66. Art Director + Copywriter
Search Creatives
specialist
IA/UE
Technologist
Planner
Social Media
Specialist

67. Hoffman says the biggest change has been the re-imagining
of the creative team. Before, of course, the idea rested solely
with a writer and art director. Now, as with most agencies,
the composition of teams varies, but there are more people
involved in what Hoffman has taken to calling "the platoon"
rather than the team.
Creativity, Agency of the Year 2010

68. Technologists

69. Brands on average employ 7 different types of agencies
One third believe their agencies fail to collaborate
Fewer than half meet multiple agencies to discuss creative
ideas
Fewer than half are satisfied that their structure enables
effective brand stewardship
Fewer than half believe their structure is simple to
orchestrate

70. Get rid of silos
[Digital does not sit in the corner. Nor does social]

72. Partners

76. People

81. Questions
http://delicious.com/danielefiandaca/HIMC
Daniele Fiandaca
@yellif
@creativesocial
danielefiandaca@me.com
www.danielefiandaca.com