The document discusses how the advertising industry is being disrupted by new technologies and changing client expectations. It argues that agencies need to shift from siloed operations to integrated models that bring together technology, data, creative and content teams. Agencies also need to move from a project-based model to one focused on developing new solutions and intellectual property that can reshape categories. Those who do not innovate and adapt new business models will struggle while more agile competitors create new opportunities.

1. AD AGENCIES AND THE
post PRODUCT WORLD
12.04.13
Jared H Weinstein . jaredhweinstein@gmail.com . 347.693.2360

2. The world changed–Again.
A few short years ago, “emerging technology”
groups did a fine job showing that agencies were
paying attention. That they were “ahead of the curve.”
In hindsight, it seems little more than theater.
But time has run out. It’s no longer about perfecting
the model. Clients see what’s happening (thanks,
Facebook! Pinterest! Google!) and expect more.
Operational convergence will drive strategy. Technologists, creative art
directors, and content producers can no longer operate in separate
silos. With more consumer data being generated than ever before,
marketing, data, and technology must be aligned. As this convergence
accelerates, more holistic and integrated businesses will emerge and
outperform their competition.
http://blogs.hbr.org/2013/11/five-ways-the-advertising-industry-is-about-to-transform/#!
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3. Innovation doesn’t
happen at ad agencies.
Acquiring agencies with different skill sets does not
equal “integrated” anything. Innovation means doing
business in an entirely different way.
Agencies must rethink their business models and go from being placebased organizations that sell employees’ time to creating a new operating
system that harnesses the creativity that’s all around them.
http://blogs.hbr.org/2013/05/the-end-of-traditional-ad-agen/
Adapt or perish.
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4. Solving problems
generates revenue.
Innovation is front and center (and thriving in NYC).
We can affect the bottom line by offering clients
creative solutions grounded in technology that solve
real business problems.
That reshape categories. That invent new ones.
“IPG Media Lab has helped brands look into the future for the past
decade. Now, it hopes to do the same with publishers.“
http://digiday.com/agencies/ipg-media-lab-wants-to-help-media-companies/
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5. And if we don’t innovate?
More nimble organizations will make easy adjustments
to exploit with new market opportunities.
Or they’ll invent the opportunities themselves.
CP+B
Angel’s Envy
Bourbon
Anomaly
EOS
Deutsch
Bouqs
BBH
Playground
Sessions
http://www.usatoday.com/story/money/2013/04/13/ad-agencyentrepreneur-small-business/2019445/
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6. Ask yourself
How can you market
a company if you’ve
never owned one?
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7. At least notice we’re not
telling complete stories.
Thought leadership is never going to go away.
That’s what truly smart, strategic marketers offer.
The scale of an idea should no longer be measured by the size of the
surface or the number of media channels it can cover. It should instead
be measured by its longevity, ambition, and the impact it could have
on society.
http://www.fastcocreate.com/1683292/the-end-of-advertising-as-weknow-it-and-what-to-do-now
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8. Action items.
Declare banner
ads dead.
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Stop hunting
the Lion.
Take a chance
and create IP
that reshapes
lives and
categories.

9. Tic Toc, Tic Toc,
Clarice.
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