The Future of Marketing and Agencies 2025 Michael Agnew, Future Foundation

1. Welcome to
The Future of Marketing and Agencies
Monday 6th July 2015
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9. Marketing and Agencies: 2025
The Future of Consumer Engagement
New scenarios and their implications for
brands and agencies
Michael Agnew, Account Director
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10. 10
Evaluation of
2006 project
Agency and CMO
Interviews
Development of
implications
2025
scenario
generation
IPA Strategy Group
Workshop responds
to scenarios
Future Foundation / IPA report
The Adweek
Sessions
(inc. CMO
Benchmarking
Group)
Project Process
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11. 11
2 0 2 0 2 0 2 52 0 1 5
IMPACTON
CONSUMERS
Consumer Tech Timeline 2025
A shift to mobile-
first for the
majority
Experience Economy
intensifies :
personalised,
relevant, immersive
Visual / multimedia
content becomes
dominant means of
communication
Majority of consumers
are using some form
of wearable tech
3D printing is
established in
mainstream
Retail/Commerce
anywhere/everywhere
Predictive analytics is
successfully implemented
Artificial Intelligence
delivers real-time
service improvements
on a range of platforms
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12. 12
Engagement 2025: drivers of change
Brand is
enabler/curator
Consumer is
enabler/provider
Brand focuses on
emotional engagement
Brand focuses on
functional engagement
12
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13. 13
Engagement 2025: drivers of change
Brand focuses on
emotional engagement
Brand focuses on
functional engagement
THE SAVVY
RECEIVER
Brand is
enabler/curator
THE SELECTIVE
RESISTOR
Consumer is
enabler/provider
13
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14. 14
Consumer
is enabler/
provider
Brand is
enabler/
creator
Brand focuses on emotional engagement
Brand focuses on functional engagement
Future of consumer engagement scenarios
ME & THE BRAND
NEXT DOOR
BRAND ME-Q
BEST BUY BRANDS iCONTROL
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15. 15
Welcome to 2025!
15
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16. 16
BRAND ME-Q
16
BRANDED LIFESTYLES
BRIEF ENCOUNTERS
EPHEMERAL
UNIQUE BELONGING
CONSTANT CUSTOMER SERVICE
WIRED GUANXI
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17. 1717
Brand tailors treats to
personal tastes
Unforgettable service
Referral programme
keeps acquisition and
retention high
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18. 18
ME & THE BRAND NEXT DOOR
18
CASUAL CONNECTIVITY
PERFORMATIVE PERFECTION
THE CELEBRITY NEXT DOOR
BIOMETRICS
BUDDY BRANDS
CONSUMER EGO REIGNS
PASSION MATTERS
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19. 19
Always on the
next move.
Supports you
the *star*.
Provides the live
content to
personalise
& suggests the
most suitable
networks to
share with
19
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20. 20
iCONTROL
FUNCTIONAL CRUISE CONTROL
PEER POWER
AGILE
AUTONOMOUS
MY PRICE
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21. 2121
SHOP YOUR
LOOK!
PLACE BID
+ 1 POINT FOR INFLUENCE
+ 2 POINTS LOYAL CUSTOMER
Brands partners
bring unique
style
Platform
coded by
consumer
Real time
bidding
places
consumer in
control
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22. 2222
YOUR BRAND
REPORT
INFLUENCE
BOOSTED
SAVED
£9.23
AWARDED
LOYALTY
POINTS
Brand report
shows which
brands add
most value
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23. 23
BEST BUY BRANDS
EXPERTS FOR EVERYTHINGUSEFUL
RIGHT PRODUCT, RIGHT PRICE
RELIABLEMANAGED TRANSPARENCY
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24. 24
POWERED BYSMALL ENTERPRISE
DISTRIBUTION PLATFORM
Sources
local delivery
options
Selects most
efficient route
Automatically checks
local providers to deliver
competitive price
£
£
£
£
24#AdValues
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25. 25
Aligning topics
with scenarios
INNOVATION TALENT
CUSTOMER
EXPERIENCE
BRAND
COMMUNICATIONS
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26. 26
IPA Strategy
Group Response
26
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27. 27
BUSINESS
MODELS &
REMUNERATION
TALENT
BRAND
PORTFOLIOS
PRODUCT &
SERVICE OFFER
CREATIVITY
Framework used for agency discussion:

28. 28
Consumer
is enabler/
provider
Brand is
enabler/
creator
Brand focuses on emotional engagement
Brand focuses on functional engagement
New agency models in response to scenarios
ME & THE BRAND
NEXT DOOR
BRAND ME-Q
BEST BUY BRANDS iCONTROL
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29. 29
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30. 30
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31. 31
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33. 33
Panel Discussion
33
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Panel Discussion
Chair: Janet Hull OBE, Director of Marketing Strategy, IPA
James Caig, Head of Strategy, True Digital
Claire Banks, Digital Planning Director, McCann Bristol
Gemma Coles, MD, Mubaloo Bristol
Chris Thurling, Business Mentor and Consultant
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Janet Hull OBE, IPA Director of Marketing Strategy
janet@ipa.co.uk
Michael Agnew, Director, Future Foundation
michaela@futurefoundation.net
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