In a converged media landscape we have to collaborate better but it is something that is very difficult to achieve. Humility could be the key to better collaboration but clients and agencies have to work it out together.

1. LEAVE YOUR EGOS AT THE DOOR
How a touch of humility could be the key to unlock truly
integrated campaigns

2. You can't do this job if you're
not arrogant
- Bill Bernbach

3. Few of the great creators
have bland personalities.
They are cantankerous
egotists, the kind of men
who are unwelcome in the
modern corporation.
-David Ogilvy

4. Everyone is needy, arrogant,
callous, aggrieved, self-absorbed,
petty, mean-spirited, spiteful,
greedy, envious, ill-mannered and
malicious. In some measure some
of the time. Only when you accept
that much of the pleasure of being
alive is to enjoy your own
horribleness, and the character
flaws in everyone around you, will
you find harmony and each day will
pass more sweetly.
-Charles Saatchi

6. The history of audience measurement

7. The Intuitive Model
Pre-1930s

8. The Early Rationalised Model
1930s – 1970s

9. The Rationalised Model
1970s to date

10. The Post-Rationalised Model?

11. Cats don’t bark—
and consumers
today don’t
“salivate on
command” like
they seemed to a
couple of
decades ago.
-Bryan Eisenburg

12. TODAY LINES ARE BLURRED

13. More cellphones than people
Source: The Cisco® Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update

14. Multitasking leads to distraction
Sources:
PAX 2009-2012; Audience base: P25-49
The Rise of the Digital Multi-tasker, KPMG Digital Debate

15. Digital natives defining the future
Source: Global Youth Tracker Online Survey; TV 2.0: Young China takes TV viewing online

16. 8 million years
Source: Extrapolated from TV viewer data, CNRS 2012

17. Source: http://blogs.hbr.org/hbr/hbreditors/2013/03/we_asked_marketing_execs_answe.html
The challenge...Is how to effectively and
efficiently organize for this new, nimble era of
content creation. Traditional agency models
often lack the depth of business knowledge and
cross-platform skills to address this need.
Internal marketing and communications
departments are also poorly equipped to move
with the speed and teamwork required.
- Paul Matsen, Chief Marketing and
Communications Officer, Cleveland Clinic
“

18. There are four forces creating anarchic
pressure[...]Faster-growth markets [...]
New media: digital, search, display,
video, social, and mobile. The third is
the application of technology to our
business, including unifying all the
sources of data that our clients use. And
the fourth is what we call horizontality,
which means getting people to play
together
- Sir Martin Sorrell, CEO WPP
“

19. Source: IBM Global Chief Marketing Officer Study, 2013

20. BY 2017, CMOS WILL SPEND MORE ON
IT THAN THEIR COUNTERPART CIO.

21. PROGRAMMATIC BUYING ON THE RISE
The rise of programmatic buying

22. To find a way to more regularly develop the type
of stories that genuinely move people. To make
them want to watch, engage, participate and
share. There are artists that are able to do this
consistently over decades but it is still far too hit
and miss for us.
- Andrew Knott, Vice President - Media
& Digital at McDonald's Corporation
“

23. Source: Coca Cola, Content 2020 Strategy

24. IN A CONVERGED WORLD
WE HAVE TO
COLLABORATE BETTER
Because, all the expertise rarely sits in one building

25. PROCUREMENT MAKES IT A NUMBERS
GAME
Procurement makes it a numbers game

26. Project-based assignments
force agencies into the
vendor business. But a
valued partnership embraces
long-term growth and
thinking… The global
economy, not just
advertising, would be far
better off if we would get
back to truly embracing
partnerships for mutual
success
- Susan Credle, CCO, Leo
Burnett USA
Source: http://blogs.hbr.org/hbr/hbreditors/2013/03/we_asked_marketing_execs_answe.html

27. Organisational structure slows it down

28. Marketing is touching so
many more parts of the
company now. It touches on
service; it touches on
product development. We
need to organize in a way
that starts to break down
the traditional silos in the
business.
-John Hayes, American
Express

30. TEAM COLOURS ARE A BARRIER
Team colours get in the way

31. The real key is people and
developing the chemistry and
the attitudes, in our staff,
that create the right
experience for customers.
We’re constantly pushing this
in our professional training
because without the human
element, all the rest counts
for nothing.
-Steve Ridgway, Virgin
Airlines

33. HOW DO WE CHANGE?

34. Rules are what the artist
breaks; the memorable never
emerged from a formula.
-Bill Bernbach

35. Diffusing tribalism

36. client
media
agency
creative
agency
CHANGE

37. Individual strengths combined

38. Create the conditions for collaboration

39. Apply collaboration KPIs

40. Mutual respect and understanding

41. Why can’t
media agencies
think?
- Chris Jacques

46. Ego or insecurity? We need to work it out.