The document discusses various perspectives on the changing advertising industry. It touches on: 1) Declining trust in institutions like business, media and government. 2) People increasingly ignoring or avoiding ads and brands. New technologies allowing them to do so. 3) Large consulting firms and technology companies like Facebook and Google capturing significant revenue previously going to ad agencies. 4) The need for agencies to adapt, work more efficiently, automate, and find new ways of adding value and generating revenue beyond traditional advertising models.

3. Grey. It’s where you go to die mate.
How much are they paying you?

4. DOING
BETTER

5. Fuck IPA
Welcome to
Cannes

8. CHANGE IS COMING
INDIVIDUALS INDustry

9. We’re all SCREWEd!

10. Woohooo!

11. WHAT we make
WHO we compete with
HOW we get paid
CHANGE IS COMING

12. WHAT we make
WHO we compete with
HOW we get paid
CHANGE IS COMING

13. Source: 2017 Edelman Trust Barometer Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that
institution to do what is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust
them a great deal.” [Top 4 Box, Trust] Base: UK General Population (n=1,150)
2624
3332
36
32
4546
3636
46
50
WEAREFACINGATRUSTCRISIS
13
Business
Media
NGOs
Government50%
Neutral
Trusted
Distrusted
-14 -12 -8
20172016
JAN UK
Supplement
-10

14. PEOPLE
WOULDN’t CARE IF THREE
QUARTERS OF BRANDS
DISAPPEARED
Source:HAVASMEANINGFULBRANDSSURVEY

15. THEADSAREASGOODAS
THEPROGRAMMESONTV
11
12.5
14
15.5
17
18.5
20
21.5
23
24.5
26
27.5
29
30.5
32
1984 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009
Source:TGI

16. ONLINE IS EXPONENTIALLY WORSE
“Did my mom pay them to put this ad
on my feed wtf!?” one user
commented.
“My eggs still fresh at 32. Thanks
though for the reminder and pic of
the clock,” wrote another.
“Not feeling good about this targeted
advertising,” said one woman,
speaking for us all.

17. People are taking the piss out of you everyday. They
butt into your life, take a cheap shot at you and then
disappear. They leer at you from tall buildings and
make you feel small. They make flippant comments
from buses that imply you’re not sexy enough and that
all the fun is happening somewhere else. They are on
TV making your girlfriend feel inadequate. They have
access to the most sophisticated technology the world
has ever seen and they bully you with it. They are THE
ADVERTISERS and they are laughing at you.
BANKSYONADVERTISING

18. WAKE UP
PEOPLE ARE PAYING MONEY TO AVOID
WHAT WE SPEND OUR LIVES MAKING

19. Advertising’s Climate CHANGE

20. Thebestthingtohappentoadvertisingever.

21. THE BEST ADS DON’T LOOK like ADS

22. IS IT FUBI?

23. MAKING STUFF PEOPLE
WANT
&
MAKING PEOPLE WANT
STUFF
BUILD BRANDS
NOT ADS

24. Are you dependent on PEOPLE less
ambitious than you to make your
ideas a reality?

26. WHAT we make
WHO we compete with
HOW we get paid
CHANGE IS COMING

27. AGENCIES
consultants
GAFA
In-
House
AI/Tech
STARTUPS

28. FACEBOOK & GOOGLE HAVE EATEN
OUR LUNCH

29. THE CONSULTANTS ARE
COMING

30. SOURCE: Ad Age Datacenter analysis of 2016 worldwide revenue.
ACCENTURE: Net revenue for fiscal year ended August 2016.
DELOITTE: Deloitte Digital revenue for calendar 2016; Deloitte revenue for fiscal year ended May 2016.
IBM CORP.: IBM iX revenue estimated by Ad Age Datacenter for calendar 2016; IBM Corp. stated revenue for calendar 2016.
PWC: PwC Digital Services revenue for calendar 2016; PwC net revenue for fiscal year ended June 2016

31. The ROBOTSARE NEXT!

32. MORETHREATSto
myJob
MORE HOMES
FOR
PLANNERS

33. MY
HEART
BLEEDS
FOR YOU!
GOODNEWSFORANYONEWHODOESN’TRUNA
HOLDINGCOMpany

34. WHAT we make
WHO we compete with
HOW we get paid
CHANGE IS COMING

36. Where’s the
growth?
Source: Bloomberg Businessweek, Data DB5 US
16%
12%
8%
4%
0%
Advertising
Finance &
Insurance
Manufacturing
1952
1962
1972
1982
1992
2002
2012
Percent of GDP

37. Margins at 10 year Low
4As
Holdingcompanymarginsaverage12%
Clientmarketersaverage16%

38. 1. charge more
2. cut costs

39. AGENCIES ARE
SQUEEZING THEIR
PEOPLE
As CLIENTS
SQUEEZE THEIR
FEES

40. There is another way

41. WORK MORE EFFICIENTLY
collaborateAUTOMATE

42. MAKING
MONEY
WHILE WE
SLEEP!

43. TAX IT
OR
VALUE IT
OR
LICENCE IT
OR
SWEAT IT

44. WHAT we make
WHO we compete with
HOW we get paid
CHANGE IS COMING

45. BUT
WHAT DOES ALL THIS CHANGE
MEAN for PLANNERS?

46. 1. HAVE HALF A PLAN

47. SIR MURRAY
SUETER
SIR DERRICK DUNLOPSIR ANDREW CLARKEJOHN JAMESON

48. A
ISFOR
ADVERTISING

49. “NO PLAN SURVIVES
CONTACT WITH THE
ENEMY”
“EVERYONE HAS
A PLAN ’TIL THEY GET
PUNCHED IN THE MOUTH”

50. 2
STEER
CLEAR OF
SEXY

53. 3. NEVER HAVE THE SAME YEAR
TWICE

54. 18 months as CEO of
GREY
18 Years
as PLANNER at DDB
8 months
‘in the garden’

55. CONSUMER CULTURE
CATEGORYCOMPANY CONTEXT
WHAT,HOW,WHY?
Whoareyoufor? WHAT’sYOURROLEIN
CULTURE?
WhYareyoudifferent/better? Wherewillwefindyou?
collect as many models as you
can

56. DON’T
LIMIT
YOURSELF

57. 4.
BECOME A PLANAGER NOT JUST A
PLANNER

59. PICKING UP
THE PHONE

60. “Human relationships are rich and they're
messy and they're demanding”
sherryTurkle,MIT

61. APPLY
YOUR
THEORY

62. 5.
Follow the Money

63. How do CLIENTS make money?

64. How do WE make money?

65. CULTURE
+
COMMERCE

66. Deep and wide
Generalists

67. §

68. GOODLUCK…
Becausethewoodsareburning,boys,you
understand?