The Next $50 Billion will come from media, ad tech & publishing being a part of the creative advertising idea. Learn about how Sunday Dinner inspires collaboration with partners through our process of Active Briefing.

1. The Next $50 Billion will come from
New Agency Models

2. Overview of Talk
How the next $50 billion can come from new agency models,
and from having the creative team being a part of the idea
initiation. Slaby explained why relationship and collaboration
matter. Today, we use media and technology in tactical and
strategical ways. Yet, most of the time, creative agencies are
not included in the briefing. Ideas usually struggle to go
across silos between creative, media, digital, social, digital,
PR, and specialist teams.
By bringing all those parties to the table early in the
game, we can generate an active briefing and help build
trust among teams who have always been wary of what
each other does. The idea behind Sunday Dinner is to bring
together people who can inspire an idea at the beginning of
a brief.

3. How we use
media &
technology today STRATEGIC:
An asset to help shape ideas
TACTICAL:
A vehicle to extend & amplify ideas
It’s 2016. This seems like a no brainer right?
But for ad agencies, this rarely happens.

4. In 10 years working with integrated creative
agencies, the first time I ever had a Publisher or
Ad Tech company in the room happened
3 years ago.

5. My creatives (at Ad Agency of the Year) wanted
to explore an idea that involved a publisher.
The risk with the media agency
relationship was too great.
It failed.
I had a crazy idea and asked _____ Feed
to come sit with us. Revolutionary!

6. We help brands + agencies
sort out new ways to work together to
get to better ideas.

7. By doing two things
1. Exposing brands to innovative talent
and technologies.
2. Facilitating new ways of collaboration
through our signature tours, dinners,
workshops, and Active Briefing.

9. Request
Video Link

10. What is an idea today?

11. Our Brief
Fictitious Client: Healthy Food Line
Task: Awareness & Trial
Audience: Millennials

12. 23 Stories to
create & distribute
with their editors &
influencers
Food truck @
SXSW + Morning
Yoga w/ Soulcycle
Tap Tastemade to
integrate w/ original
content
Launch a
recipe contest on
Pinterest w/
Curalate
Cast celeb
chefs & health
ambassadors
to create
micro-content on
social
Promote
recipes in-
store on digital
screens
Drive localized
promotions
through mobile ad
networks
Create
shoppable
pre-roll on Youtube
before top food
shows
Use bluetooth to
deliver content
alongside product
on shelf
Partner with Blue
Apron to launch
healthy dinner kits
Deliver
embedded cart
building recipes
and recipes w/
Instacart
What ideas
pop up

13. It is Freaking Complicated.

14. Most of us will struggle to get
one of those ideas executed.

15. CREATIVE MEDIA SOCIAL DIGITAL PR
SPECIALIST
TEAMS
Why? Well, most brands still look like this

16. Their agencies don’t look any different
CREATIVE MEDIA SOCIAL DIGITAL PR
SPECIALIST
TEAMS

17. IDEAS STRUGGLE TO GO ACROSS
CREATIVE MEDIA SOCIAL DIGITAL PR
SPECIALIST
TEAMS

18. How do we get closer?

19. Everyone has super smart people.
How they are cast & engaged is often the issue.

20. Step One:
Give the right people a seat at the table.

21. Co-creation happens when you insert the right
teams upstream in the process.
>
>
>
>
and check in regularly.

22. Step Two:
But who takes initiative to do this?
Enter the role of the orchestrator.

23. Brands
digital
creative
publishers
social
innovation
pr
internal
agencies
innovation
brand
managers
media
Orchestrator
specialist
social channels
CRM
media
ad Tech
search
The role of an orchestrator
strategy
Partners
Agencies
Agency Management
Partner Management
Procurement
Consultant

24. Step Three:
Facilitate a process of collaboration.
We call it Active Briefing.

25. We call it Active Briefing
Create an environment to surround & inspire
teams with insights, tools, and technologies that
help to bring to life strategic ideas.

26. Active Briefing
1 Part Inspiration
1 Part Play
1 Part Actively Solving for a Need
EQUALS
Endless integrated ideas
Build trust

27. How to accomplish
• Brand defines the need & scale of the briefing
• Agency relations or Sunday Dinner casts relevant partners to
expand thinking,inspire and actively work on concept development.
• A venue is designated
• Coordinate pre-work required
• Produce a day that brings together sharing and dynamic work
sessions with a diverse mix of partners.

28. media
pr
social
creative
#2 Cast a dream team
from agency pool
#3 Support with service partners
dream team
publishers
ad Tech
social platforms
#1 The brand creates a brief that includes a framework for comms strategy
#4 Select execution
partners
______FILL IN______
______FILL IN______
______FILL IN______
______FILL IN______
How these steps support modern campaigns
specialist
ACTIVE BRIEFING
rockstars
ORCHESTRATION PROCESS

29. Tenants of any approach
Strong marketing leadership from the Brand
Orchestration of partners by a non-bias group
Active collaboration efforts
Culture casting of partners
Unified communications strategy

30. Good news
• Brands are becoming more courageous in their willingness to
change.
• The millennials are here & they want to collaborate.
• Agencies of all size are demanding new relationships.
• And in the meantime, there are always outside orchestrators who
can make it happen.

31. Dinner is always a good idea.

32. About Lindsey Slaby
Lindsey lives & works in Dumbo, Brooklyn. She runs Sunday Dinner. A
company that exists to help brand marketers & independent agencies
uncover new ways to work together for today’s modern business.
Engagements often come together in the form of an agency tour,
workshop or project assignment.
Find out how brands like Diageo, Target, Microsoft, and Nickelodeon
are using Sunday Dinner to design custom workshops with today’s
modern talent.
Read more thought leadership from Lindsey