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Reconsidering the Advertising Industry




By: Alain Thys and Stefan Kolle                             © Lisovskaya | Dreamstime.com




FUTURELAB

                                               Sponsored by
                                    Management Centre Europe.
FUTURELAB




Prelude: Why This Document Exists
                                    © Lisovskaya | Dreamstime.com
FUTURELAB


Prelude: All is Not as it Should Be in the Wonderful World of Advertising


 Net Promoter Score™ by Industry

            telco                    advertising               automotive


                                                                     -6%




                                         -21%




                                                                                           © Stockphotonyc | Dreamstime.com
             -48%

The Net Promoter Score ™ is a registered trademark of Bain, Satmetrix and Fred Reichheld
Prelude: Are Marketers Held Hostage by the Advertising Industry?


                                                               High
                                                                                            Hostages                                Loyalists




                                                                Likelihood to repurchase




                                                                                            Defectors                             Mercenaries
© Alexey Avdeev | Dreamstime.comquot;




                                                               Low
                                                                                           Low          Likelihood to recommend            High



                                                                                                                                     FUTURELAB
Prelude: Do Agencies Overestimate Their Impact on the Client’s Success?
                                                                  © Chris Fourie | Dreamstime.com
FUTURELAB
Table of Contents



SITUATIONAL ANALYSIS: Agency Challenges 2009   Page 7




12 REMEDIES: Setting Things Right              Page 35



10 FORMATS: Agency Models of the Future        Page 48



Appendices for Digging Deeper                  Page 59


                                                        FUTURELAB
FUTURELAB




Chapter One
Situational Analysis: Agency Challenges 2009
FUTURELAB
Chapter One
Situational Analysis



7 client needs many
agencies ignore.


3 areas where agencies
are “out of synch”


4 gaps in agency
authenticity
Client Need #1: 75% of clients want a truly tailored approach to their business

FUTURELAB
                                                                        © Frozenpeas | Dreamstime.com
Agency Response #1: Services that Happen to Fit the Agency Model

FUTURELAB
© Breeze393 | Dreamstime.com
Client Need #2: Show Me the Return on My Marketing Investments

                                                                 FUTURELAB
Agency Response #2: We Are Very Creative ... And Big ... And have Big Clients
© Robert Byron | Dreamstime.com
                                                                        FUTURELAB
Of the 50 largest advertisers in the world ...




         91%                              85%                            74%
  Consider the media buying        Are convinced their media       Opined that these deals
  process to be insufficiently    agency had deals outside the   caused bias in the choice of
         transparent                    client agreement         media and recommendations.




Client Need #3: Be A Trusted Media Partner

                                                                                  FUTURELAB
Continued             Underperformance      The Occasional
                  Intransparency          and “creative math””      Scandal




Agency Response #3: Bad Apples
Image 1: CC 2.0: Phauly
Image 2: (c) Design 56 – Dreamstime.com                                       FUTURELAB
Image 3: (c) Aleksander Ruzicka
Client Need #4: Engage Our Audience
Image cc: Dogsbylori's - http://tinyurl.com/6658d7   FUTURELAB
Agency Response #4: Saturation Bombing




                                         FUTURELAB
What marketing leaders want from their agencies when it comes to digital




Client Need #5: Walk Digital

                                                                 FUTURELAB
FUTURELAB




Agency Response #5: Talk Digital

© Yuri Strakhov | Dreamstime.com
FUTURELAB




                                    CAGR by Marketing Mix Element - Manufacturers
                                    (2004-2010 Est.)




                                                                     Source: Deloitte, 2007




Client Need #6: Shopper Marketing
FUTURELAB




Agency Response #6: Silo-based Thinking

                                          © Phillip Minnis | Dreamstime.com
FUTURELAB




Client Need #7: Help me into the C-suite
FUTURELAB




Agency Response #7: Look How Cool and Fun We Are ... And Creative Too!

© Tomislav Birtic | Dreamstime.com
FUTURELAB
Chapter One
Situational Analysis



7 client needs many
agencies ignore.


3 areas where agencies
are “out of synch”


4 gaps in agency
authenticity
FUTURELAB


 Agencies have optimised their business for themselves. Not for their customers.
                               Kris Hoet, EMEA Digital Media Communications Manager, Microsoft




Disconnect 1: Most Large Agencies are Mass Production Factories…

                                                                                  © Leigh Prather | Dreamstime.com
FUTURELAB



  Agencies need to be chameleons which can become
  what ever the client requires them to be.

  Not just what they happen to be good at.




… While The World Needs Multi-Disciplinary Boutiques
                                                       © Iphotoexpert | Dreamstime.com
Digital    Creative




                                        Production                     Management



                                              Account
                                              Mgmt

                                                          Planning




Disconnect 2: Most Agencies are Multi-Local with High Levels of Duplication ...
© Michael Brown| Dreamstime.com
                                                                                    FUTURELAB
... While Today’s World is Global and Highly Interconnected
© Hewlett Packard, Halo Room
                                                              FUTURELAB
Disconnect 3: Agencies Compete within “Their Crowd” ...
© Julien Tromeur | Dreamstime.com
                                                          FUTURELAB
© Kevin Renes | Dreamstime.com




... While the Competition is Transforming

                                                          FUTURELAB
FUTURELAB
Chapter One
Situational Analysis



7 client needs many
agencies ignore.


3 areas where agencies
are “out of synch”


4 gaps in agency
authenticity
FUTURELAB




Authenticity Gap 1: Diffuse Identity

                                       © Eric Marechal | Dreamstime.com
Authenticity Gap 2: Oversensitivity to Trends

                                                FUTURELAB
FUTURELAB




                                       “We knew that it wouldn’t work, but the
                                       client wanted it. So we made it happen.
                                       After all, under all the gloss, we must
                                       accept that we are prostitutes.”


                                       Head of Business Development commenting on
                                       modifications to a global campaign you know.




Authenticity Gap 3: Undue Compliance
                                                                © Jose Antonio Sánchez Reyes | Dreamstime.com
© Steve Cukrov | Dreamstime.com




                                                              “I don’t care about making money for my clients. I just want another
                                                              award before I jump this ship. ”
                                                              Agency CEO of a A-list mediterranean agency


                                                              “Listen, we know that spending x million in above won’t fix the
                                                              issue, but they’re going to spend it anyway. We can just as well try
                                                              to grab as much as possible.”
                                                              Pitch team on an international account


                                                              If a client thinks a brand is great, but you find out his consumers
                                                              disagree, you’d only tell him if you’d get more business out it.
                                                              Otherwise, best to leave these things untouched.
                                                              Major agency creative director instructing a recent recruit over lunch




                                  Authenticity Gap 4: Occasionally Questionable Motivations

                                                                                                                               FUTURELAB
1. Become a solution house ...
                       2. ... Or Not
                       3. Talk Money
                       4. Media Neutrality & Transparency
                       5. Replace Noise by Engagement
                       6. Be Digital
                       7. Think of the Shopper
                       8. Get a Makeover
                       9. Synch to Global Reality
                       10. Establish A Clear & Differentiated Position
                       11. Align Good Apples, Get Rid of Bad Ones
                       12. Take a Moment of Self-Reflection




Chapter Two
12 Remedies to Set Things Right                            FUTURELAB
© Jan Prchal | Dreamstime.com




                                                                  “Our recommendation is not to proceed with any
                                                                  above-the-line campaign in the coming year.

                                                                  In stead, it is better to upgrade call-centre training
                                                                  and accellerate the go-to-market processes so
                                                                  they co-incide with the consumer shopping cycle.

                                                                  Obviously we are happy to assist in these areas.”




                                #1 Become a Solutions House ...

                                                                                                              FUTURELAB
© Infomages | Dreamstime.com
  #2 ... or not

© Lisa F. Young | Dreamstime.com   FUTURELAB
#3 Talk Money

FUTURELAB




                            © Breeze393 | Dreamstime.com
FUTURELAB




                                       © Nob50 | Dreamstime.com
#4 Media Neutrality and Transparency
FUTURELAB




#5 Replace Noise by Engagement

                                 ©i Dan Breckwoldt | Dreamstime.com
#6 Be Digital

FUTURELAB




                            © Spaceheater | Dreamstime.com
#7 Think of the Shopper
 ©i Edyta Pawlowska | Dreamstime.com
                                       FUTURELAB
FUTURELAB




#8 Get a Makeover
                    © Rebecca Abell | Dreamstime.com
Image: (c) Sebast1an – Dreamstime.com




    #9 Synch to Global Reality

                                        FUTURELAB
#10 Establish A Clear and Differentiated Position

                                                    FUTURELAB
Customer
                                                          Proposition




       Strategy                                                                                        Behaviour of
                                                              Culture
      Commitment                                                                                         Leaders




                        Performance                                                      Processes &
                          Metrics                                                         Structures

                   (c) This framework is property of Management Centre Europe – used with permission




#11 Align Good Apples, Get Rid of Bad Ones

                                                                                                                 FUTURELAB
© Pavalache Stelian | Dreamstime.com
 FUTURELAB




#12 Take a Moment of Self-Reflection
FUTURELAB




Chapter Three
10 Formats: Agency Models of the Future
FUTURELAB
            #1 The Factory




                             © Sedam35 | Dreamstime.com
FUTURELAB
© Infokus408 | Dreamstime.com




                                #2 The Category Killer A: Media
© Rui Vale de Sousa | Dreamstime.com
FUTURELAB




#3 The Category Killer B: Curated Creative Marketplaces
FUTURELAB




#4 The Category Killer C: Production Machines

                                                © Richard Thomas | Dreamstime.com
FUTURELAB




#5 The Customer Specialist
#6 The Serial Monogamist

                           FUTURELAB
© Helder Almeida| Dreamstime.com
FUTURELAB




#7 The Marketing & Communication Boutique
#8 The Craftsman

FUTURELAB




                               © Sebastian Czapnik | Dreamstime.com
#9 The Fragmented Giant

                          FUTURELAB
FUTURELAB




#10 The Persistent One

                         © Drx| Dreamstime.com
FUTURELAB




Appendices for Digging Deeper
•   Forrester Research: Help Wanted: 21st Century Agency ($ 279 at www.forrester.com)

  •   Rainmaker Consulting: The Intelligent New Business Survey (free at
      http://tinyurl.com/59dkff)

  •   Agency Search – What Matters? Winning Strategies for Ad Agencies – presentation ,
      MillWard Brown, April 2007 (free at: http://tinyurl.com/5hhh7e)

  •   Henry Jenkins, Convergence Culture, NYU Press, 2006

  •   The full version of this report which can be purchased on
      www.futurelab.net/agencyreport (€499 + VAT)




Must-read information for every agency executive.

                                                                             FUTURELAB
If you want more information on this report or would like to discuss the
pursuit of any of the strategies discussed in your agency, get in touch with For a conversation on aligning the people in
us on info@futurelab.net:                                                    your agency to your strategy, get in touch
                                                                             with Management Centre Europe who have
International:           + 32 2 733 8332         Alain Thys/Stefan Kolle     acted as co-sponsor to this report:
Athens:                  +30 210 6101240         Milton Papadakis
Bucharest:               +40 751 229 217         Ramona Patrascanu           Mr. Patrick Faniel
Hamburg:                 +49 40 2780 6223        Anne Marx                   Customer Specific Solutions Director
Kiev:                    +38 067 502 99 41       Olga Vaganova               Tel.: +32/2/543.21.20
Moscow:                  +7 905 500 5856         Marina Natanova             Email: pfaniel@mce-ama.com
Shanghai:                +86 136 2179 9450       Jan Van den Bergh




 More Information & Action

                                                                                                             FUTURELAB
FUTURELAB




About Futurelab and This Report

  WWW.FUTURELAB.NET - BLOG.FUTURELAB.NET - 100.FUTURELAB.NET - PROBES.FUTURELAB.NET

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Reconsidering the Advertising Industry

  • 1. A Conversation Starter Reconsidering the Advertising Industry By: Alain Thys and Stefan Kolle © Lisovskaya | Dreamstime.com FUTURELAB Sponsored by Management Centre Europe.
  • 2. FUTURELAB Prelude: Why This Document Exists © Lisovskaya | Dreamstime.com
  • 3. FUTURELAB Prelude: All is Not as it Should Be in the Wonderful World of Advertising Net Promoter Score™ by Industry telco advertising automotive -6% -21% © Stockphotonyc | Dreamstime.com -48% The Net Promoter Score ™ is a registered trademark of Bain, Satmetrix and Fred Reichheld
  • 4. Prelude: Are Marketers Held Hostage by the Advertising Industry? High Hostages Loyalists Likelihood to repurchase Defectors Mercenaries © Alexey Avdeev | Dreamstime.comquot; Low Low Likelihood to recommend High FUTURELAB
  • 5. Prelude: Do Agencies Overestimate Their Impact on the Client’s Success? © Chris Fourie | Dreamstime.com FUTURELAB
  • 6. Table of Contents SITUATIONAL ANALYSIS: Agency Challenges 2009 Page 7 12 REMEDIES: Setting Things Right Page 35 10 FORMATS: Agency Models of the Future Page 48 Appendices for Digging Deeper Page 59 FUTURELAB
  • 8. FUTURELAB Chapter One Situational Analysis 7 client needs many agencies ignore. 3 areas where agencies are “out of synch” 4 gaps in agency authenticity
  • 9. Client Need #1: 75% of clients want a truly tailored approach to their business FUTURELAB © Frozenpeas | Dreamstime.com
  • 10. Agency Response #1: Services that Happen to Fit the Agency Model FUTURELAB
  • 11. © Breeze393 | Dreamstime.com Client Need #2: Show Me the Return on My Marketing Investments FUTURELAB
  • 12. Agency Response #2: We Are Very Creative ... And Big ... And have Big Clients © Robert Byron | Dreamstime.com FUTURELAB
  • 13. Of the 50 largest advertisers in the world ... 91% 85% 74% Consider the media buying Are convinced their media Opined that these deals process to be insufficiently agency had deals outside the caused bias in the choice of transparent client agreement media and recommendations. Client Need #3: Be A Trusted Media Partner FUTURELAB
  • 14. Continued Underperformance The Occasional Intransparency and “creative math”” Scandal Agency Response #3: Bad Apples Image 1: CC 2.0: Phauly Image 2: (c) Design 56 – Dreamstime.com FUTURELAB Image 3: (c) Aleksander Ruzicka
  • 15. Client Need #4: Engage Our Audience Image cc: Dogsbylori's - http://tinyurl.com/6658d7 FUTURELAB
  • 16. Agency Response #4: Saturation Bombing FUTURELAB
  • 17. What marketing leaders want from their agencies when it comes to digital Client Need #5: Walk Digital FUTURELAB
  • 18. FUTURELAB Agency Response #5: Talk Digital © Yuri Strakhov | Dreamstime.com
  • 19. FUTURELAB CAGR by Marketing Mix Element - Manufacturers (2004-2010 Est.) Source: Deloitte, 2007 Client Need #6: Shopper Marketing
  • 20. FUTURELAB Agency Response #6: Silo-based Thinking © Phillip Minnis | Dreamstime.com
  • 21. FUTURELAB Client Need #7: Help me into the C-suite
  • 22. FUTURELAB Agency Response #7: Look How Cool and Fun We Are ... And Creative Too! © Tomislav Birtic | Dreamstime.com
  • 23. FUTURELAB Chapter One Situational Analysis 7 client needs many agencies ignore. 3 areas where agencies are “out of synch” 4 gaps in agency authenticity
  • 24. FUTURELAB Agencies have optimised their business for themselves. Not for their customers. Kris Hoet, EMEA Digital Media Communications Manager, Microsoft Disconnect 1: Most Large Agencies are Mass Production Factories… © Leigh Prather | Dreamstime.com
  • 25. FUTURELAB Agencies need to be chameleons which can become what ever the client requires them to be. Not just what they happen to be good at. … While The World Needs Multi-Disciplinary Boutiques © Iphotoexpert | Dreamstime.com
  • 26. Digital Creative Production Management Account Mgmt Planning Disconnect 2: Most Agencies are Multi-Local with High Levels of Duplication ... © Michael Brown| Dreamstime.com FUTURELAB
  • 27. ... While Today’s World is Global and Highly Interconnected © Hewlett Packard, Halo Room FUTURELAB
  • 28. Disconnect 3: Agencies Compete within “Their Crowd” ... © Julien Tromeur | Dreamstime.com FUTURELAB
  • 29. © Kevin Renes | Dreamstime.com ... While the Competition is Transforming FUTURELAB
  • 30. FUTURELAB Chapter One Situational Analysis 7 client needs many agencies ignore. 3 areas where agencies are “out of synch” 4 gaps in agency authenticity
  • 31. FUTURELAB Authenticity Gap 1: Diffuse Identity © Eric Marechal | Dreamstime.com
  • 32. Authenticity Gap 2: Oversensitivity to Trends FUTURELAB
  • 33. FUTURELAB “We knew that it wouldn’t work, but the client wanted it. So we made it happen. After all, under all the gloss, we must accept that we are prostitutes.” Head of Business Development commenting on modifications to a global campaign you know. Authenticity Gap 3: Undue Compliance © Jose Antonio Sánchez Reyes | Dreamstime.com
  • 34. © Steve Cukrov | Dreamstime.com “I don’t care about making money for my clients. I just want another award before I jump this ship. ” Agency CEO of a A-list mediterranean agency “Listen, we know that spending x million in above won’t fix the issue, but they’re going to spend it anyway. We can just as well try to grab as much as possible.” Pitch team on an international account If a client thinks a brand is great, but you find out his consumers disagree, you’d only tell him if you’d get more business out it. Otherwise, best to leave these things untouched. Major agency creative director instructing a recent recruit over lunch Authenticity Gap 4: Occasionally Questionable Motivations FUTURELAB
  • 35. 1. Become a solution house ... 2. ... Or Not 3. Talk Money 4. Media Neutrality & Transparency 5. Replace Noise by Engagement 6. Be Digital 7. Think of the Shopper 8. Get a Makeover 9. Synch to Global Reality 10. Establish A Clear & Differentiated Position 11. Align Good Apples, Get Rid of Bad Ones 12. Take a Moment of Self-Reflection Chapter Two 12 Remedies to Set Things Right FUTURELAB
  • 36. © Jan Prchal | Dreamstime.com “Our recommendation is not to proceed with any above-the-line campaign in the coming year. In stead, it is better to upgrade call-centre training and accellerate the go-to-market processes so they co-incide with the consumer shopping cycle. Obviously we are happy to assist in these areas.” #1 Become a Solutions House ... FUTURELAB
  • 37. © Infomages | Dreamstime.com #2 ... or not © Lisa F. Young | Dreamstime.com FUTURELAB
  • 38. #3 Talk Money FUTURELAB © Breeze393 | Dreamstime.com
  • 39. FUTURELAB © Nob50 | Dreamstime.com #4 Media Neutrality and Transparency
  • 40. FUTURELAB #5 Replace Noise by Engagement ©i Dan Breckwoldt | Dreamstime.com
  • 41. #6 Be Digital FUTURELAB © Spaceheater | Dreamstime.com
  • 42. #7 Think of the Shopper ©i Edyta Pawlowska | Dreamstime.com FUTURELAB
  • 43. FUTURELAB #8 Get a Makeover © Rebecca Abell | Dreamstime.com
  • 44. Image: (c) Sebast1an – Dreamstime.com #9 Synch to Global Reality FUTURELAB
  • 45. #10 Establish A Clear and Differentiated Position FUTURELAB
  • 46. Customer Proposition Strategy Behaviour of Culture Commitment Leaders Performance Processes & Metrics Structures (c) This framework is property of Management Centre Europe – used with permission #11 Align Good Apples, Get Rid of Bad Ones FUTURELAB
  • 47. © Pavalache Stelian | Dreamstime.com FUTURELAB #12 Take a Moment of Self-Reflection
  • 48. FUTURELAB Chapter Three 10 Formats: Agency Models of the Future
  • 49. FUTURELAB #1 The Factory © Sedam35 | Dreamstime.com
  • 50. FUTURELAB © Infokus408 | Dreamstime.com #2 The Category Killer A: Media
  • 51. © Rui Vale de Sousa | Dreamstime.com FUTURELAB #3 The Category Killer B: Curated Creative Marketplaces
  • 52. FUTURELAB #4 The Category Killer C: Production Machines © Richard Thomas | Dreamstime.com
  • 54. #6 The Serial Monogamist FUTURELAB
  • 55. © Helder Almeida| Dreamstime.com FUTURELAB #7 The Marketing & Communication Boutique
  • 56. #8 The Craftsman FUTURELAB © Sebastian Czapnik | Dreamstime.com
  • 57. #9 The Fragmented Giant FUTURELAB
  • 58. FUTURELAB #10 The Persistent One © Drx| Dreamstime.com
  • 60. Forrester Research: Help Wanted: 21st Century Agency ($ 279 at www.forrester.com) • Rainmaker Consulting: The Intelligent New Business Survey (free at http://tinyurl.com/59dkff) • Agency Search – What Matters? Winning Strategies for Ad Agencies – presentation , MillWard Brown, April 2007 (free at: http://tinyurl.com/5hhh7e) • Henry Jenkins, Convergence Culture, NYU Press, 2006 • The full version of this report which can be purchased on www.futurelab.net/agencyreport (€499 + VAT) Must-read information for every agency executive. FUTURELAB
  • 61. If you want more information on this report or would like to discuss the pursuit of any of the strategies discussed in your agency, get in touch with For a conversation on aligning the people in us on info@futurelab.net: your agency to your strategy, get in touch with Management Centre Europe who have International: + 32 2 733 8332 Alain Thys/Stefan Kolle acted as co-sponsor to this report: Athens: +30 210 6101240 Milton Papadakis Bucharest: +40 751 229 217 Ramona Patrascanu Mr. Patrick Faniel Hamburg: +49 40 2780 6223 Anne Marx Customer Specific Solutions Director Kiev: +38 067 502 99 41 Olga Vaganova Tel.: +32/2/543.21.20 Moscow: +7 905 500 5856 Marina Natanova Email: pfaniel@mce-ama.com Shanghai: +86 136 2179 9450 Jan Van den Bergh More Information & Action FUTURELAB
  • 62. FUTURELAB About Futurelab and This Report WWW.FUTURELAB.NET - BLOG.FUTURELAB.NET - 100.FUTURELAB.NET - PROBES.FUTURELAB.NET

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