Patrick Keyes's @ Bounce. Agency growth accelerators
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Patrick Keyes's @ Bounce. Agency growth accelerators
- 2. AGENCY LANDSCAPE BRAND AGENCIES MEDIA AGENCIES THE STORY TELLERS THE TECHNOLOGISTS THE MONEY MEN DIGITAL SHOPS
- 3. AGENCY LANDSCAPE BRAND AGENCIES MEDIA AGENCIES THE STORY TELLERS THE TECHNOLOGISTS THE MONEY MEN ALL RUSHING TO THE SAME CENTER DIGITAL SHOPS
- 4. AGENCY LANDSCAPE BRAND AGENCIES MEDIA AGENCIES THE STORY TELLERS THE TECHNOLOGISTS THE MONEY MEN CUSTOMER EXPERIENCE DIGITAL SHOPS
- 5. CUSTOMER EXPERIENCE CONSUMERS DECIDE WHEN WHERE WHOM AND ON WHICH DEVICE THEY ENGAGE WEB EMAIL APPS SOCIAL MOBILE IN-STORE AND OUT-OF-HOME PURCHASE CATALOGUE SMART PHONE TEXT APPROPRIATE VS CONSISTENT
- 6. OMNICHA NNEL
- 8. A MUCH WATCHED EXPERIMENT The changes in Atlanta echo a broader industry transformation, as agencies that built their businesses around high-profile, high-cost TV campaigns adjust to marketers' changing needs. —AdAge CMOs need 10 mini-campaigns a year versus one a quarter. — Drew Panaylotou, CEO, BBDO Atlanta
- 9. AGENCY GROWTH INSIGHT OMNICHANNEL CUSTOMER JOURNEY MIRRORS THE EXPERIENCE MARKETERS TRAVEL ALONG THEIR PURCHASE PATH TO BUYING MARKETING COMMUNICATIONS SERVICES
- 10. AGENCIES ARE BRANDS TOO AGENCY BRANDS NEED TO STAND FOR SOMETHING SELL WHAT MARKETERS NEED V WHAT AGENCY NEEDS TO SELL MARKETERS NEED PARTNERS NOT PITCHES CO-AUTHOR SUCCESS TELL STORIES WITH CONVICTION MAKE YOUR AGENCY STAND APART
- 11. THERE ARE NO ‘HOT SHOPS’ THE MARKET IS FLOODED WITH NEW, QUALIFIED PLAYERS AND BIG AGENCIES LACK A CENTRAL PHILOSOPHY AND DISTINCTIVENESS TO CUT THROUGH. SO IT’S EASIER FOR A CLIENT TO CHOOSE A ‘QUALIFIED’ UPSTART THAT COSTS LESS VS A PREMIUM - WHICH IS WHAT A BRAND CAN JUSTIFY. STUART ELLIOTT, THE NEW YORK TIMES
- 12. AGENCY BRAND GAP AGENCIES SPEND MOST OF THEIR FIREPOWER MAKING OTHERS RICH AND FAMOUS LITTLE TIME RESOURCE ENERGY TO BUILD AGENCY BRAND & BUSINESS PR NOT DESIGNED TO DRIVE REVENUE GROWTH INTEGRATION DRIVES FASTER GROWTH NEW BUSINESS FOCUSED ON SHORT TERM
- 13. WHAT DOES INTEGRATION MEAN? STRATEGIC APPLICATION OF PR TO DRIVE REVENUE OWNED EARNED PAID MEDIA SOCIAL STRATEGY + CONTENT DEVELOPMENT + MEDIA OUTREACH NEXT GEN BUSINESS DEVELOPMENT TIMELY OUTREACH + BEACONS +
- 14. DIVERSE AUDIENCES DRIVE REPUTATION + GROWTH MANAGEMENT STAFF CLIENTS SEARCH CONSULTANTS BUSINESS + TRADE PRESS SOCIAL MEDIA WORD OF MOUTH MARKETING + MEDIAI NMFELSUSEAGNECSE SRHSOULD ENHANCE MAKE SURE THE AGENCY BRAND IS THE ONE
- 16. ASYMMETRIC WARFARE PROSPECTS DON’T WANT TO BE TRACKED, TARGETED OR HUNTED, ALL RATHER SINISTER METAPHORS DRAMATIC SHIFT FROM COLD CALLING TO CREATING BEACONS TO HELP CLIENTS FIND YOU JOURNALISTS DON’T NEED OR READ PRESS RELEASES URGENTLY NEED STORY IDEAS + “PEEK UNDER THE HOOD”
- 17. THE END GAME CONVERT REPUTATION TO REVENUE SHAPE AND SHARE THE AGENCY STORY TO HIT PROSPECTS AND MEDIA IN THE GUT
- 19. CREATING BEACONS: SARKISSIAN MASON
- 20. CREATING BEACONS: SARKISSIAN MASON
- 21. CREATING BEACONS: SARKISSIAN MASON
- 22. CREATING BEACONS: SARKISSIAN MASON
- 24. Even George Parker at AdScam had something nice to say!
- 27. CO-AUTHOR SUCCESS CLIENT GLOWING FEEDBACK FROM TOP LEADERSHIP AND BOARD MEMBERS SVP MARKETING -> CMO BROAD EXPOSURE AMONG INDUSTRY PEERS FOR FUTURE CAREER AMBITIONS CANCELLED SEARCH FOR ADDITIONAL AOR DIGITAL AGENCY AGENCY APPOINTED AGENCY NATIONAL AND DIGITAL AOR STATUS INCREMENTAL REVENUE FROM FIRST EVER E-CRM PROGRAM USING ASSOCIATIONS NOW ARTIFACT TO PROSPECT AMONG BROADER ASSOCATION MEMBERS
- 28. STAND FOR SOMETHING: COLOSSAL MEDIA
- 29. THE WORLD’S BIGGEST SHAVE
- 34. STAND FOR SOMETHING: COLOSSAL MEDIA
- 35. WHAT GAME ARE WE PLAYING HERE? SURVIVE OR THRIVE? STUMBLE OR BOUNCE?
Editor's Notes
- It’s a very exciting and interesting time to be in marketing communications. Traditional labels like “Brand Agency” “Media Agency’ and “Digital Agency” are blurring as agencies are rushing to transform themselves to get closer to budgets. Each type of agency is convinced they are the best alternative for marketers.
- It’s a very exciting and interesting time to be in marketing communications. Traditional labels like “Brand Agency” “Media Agency’ and “Digital Agency” are blurring as agencies are rushing to transform themselves to get closer to budgets. Each type of agency is convinced they are the best alternative for marketers.
- It’s a very exciting and interesting time to be in marketing communications. Traditional labels like “Brand Agency” “Media Agency’ and “Digital Agency” are blurring as agencies are rushing to transform themselves to get closer to budgets. Each type of agency is convinced they are the best alternative for marketers.
- APPROPRIATE VS. CONSISTENT
- Traditional “Digital” agencies now assuming full service integrated AOR assignments. AKQA, HUGE, Firstborn are becoming “Brand Agencies” the “Digital” moniker meaning less and less to their growth/client rosters. Edelman, the worlds largest privately held “Public Relations” firm is behaving more and more like a “Brand and Digital” agency because of the advent of Social Marketing. Meanwhile pure play “Social Marketing” agencies like Big Fuel who were the darlings just a few short years ago are being folded into “Media Agencies” because people realize “Social” is just another channel.
- BBDO Atlanta’s brand new CEO comes from the Marketer/Client side and is transforming the agency to produce and sell the type of content marketers urgently need. Everyone is watching this experiment.
- - there are no “hot shops” bc the market is flooded with new, qualified players but lacking a central philosophy and distinctiveness to cut through. As a result, it can make it easier for a Client to choose a ‘qualified’ upstart that costs less vs a premium - which is what a Brand can justify. Otherwise you are just playing with competencies in communications - lowest common denominator.
- Storytelling is the thing that holds Integration together, simplifies it, and makes it memorable and passed along - just as stories have been passed down through history.
- Sarkissian Mason in a boutique digital agency focused on e-commerce with particular strength in high end fashion
- In 2009 e-commerce was beginning to attain mass participation. We wanted to us PR to create a beacon to attract brands that were on our prospect list. Fox Money for Breakfast widely watched by senior business executives and marketers ran a segment on Cyber Monday. Our brief to the president of Sarkissan Mason: You can say whatever you’d like but be sure to say “Zappos” and “Gilt Group” Cue Video File
- . Some times you have to send the Beacons directly to your prospects. “God helps those who help themselves” Sent the clip over to Gilt Group and secured a meeting the following week.
- Sent the clip over to Zappos CMO and secured multiple ongoing site development assignments
- Interplanetary is a startup who were launching their first campaign for their first client while launching the agency brand as well. A complex task to say the least.
- Coverage in all the usual outlets
- Trade Associations spend $100s of millions of dollars: Chemistry Council, Milk Producers, etc. So we targeted the Trade Association of Trade Associations. Plus wanted to help further the professional ambitions of the LLS Client herself.
- Associations Now Cover Story on the LLS client and the Interplanetary “Someday is Today” campaign. Agency and client both featured prominently. Created a Beacon for the agency.
- The largest hand paint advertising mural company in the world. Very distinctive agency brand and voice
- Cue Video File INTRO THE NOTION OF HYPER LOCAL HOUSE CAMPAIGN IN NATIVE MEDIA
- Over the shoulder HYPER LOCAL house Campaign to “wink at the neighbors and prospective employees” but really directed at agency creatives and media planners and buyers.
- Insert Yourself into Exquisite Luxury Surroundings to Be Erected in 2015
- Cue Audio File