Disrupt or Die. Are You Working With The Social Agency Of The Future?

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"Disrupt or Die. Are You Working With The Social Agency Of The Future?" by Gemma Craven, Head of Social@Ogilvy New York

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Disrupt or Die. Are You Working With The Social Agency Of The Future?

  1. 1. Disrupt or Die.Are You WorkingWith The SocialAgency Of TheFuture? Gemma Craven EVP and Head of Social@Ogilvy New York April 2013
  2. 2. What Does An Agency DoToday?
  3. 3. Everything from iconic ads across mediums
  4. 4. To design & build of social / digital experiences
  5. 5. To bringing in extra manpower when needed
  6. 6. Driving networking and relationship growth
  7. 7. Aiming to drive fame and fortune for clients
  8. 8. “We sell or else..” All with a client’s business in mind
  9. 9. But The World HasChanged…Forever
  10. 10. A huge shift in how we receive information
  11. 11. And how we share it with others
  12. 12. With the world getting much smaller as it grows
  13. 13. Is this woman still influential?
  14. 14. Or is this man more important?
  15. 15. Consumers have a personal message shield
  16. 16. Business has also changed – Mary Meeker disruption of everything from how weEverything is disrupted – Mary Meeker
  17. 17. Small business & crowd-funded projects are key
  18. 18. The world really is flat
  19. 19. 6 Key Traits Of The SocialAgency Of The Future
  20. 20. 1. As Agile As A Startup
  21. 21. From large scale spend to smaller more agile
  22. 22. From 1 x annual planning to ongoing responsiveness
  23. 23. From agency knows best to embracing fandom 23
  24. 24. Social@Ogilvy clientPutting the fan in the marketing driving seat
  25. 25. 2. Understand MarketingAs A Utility
  26. 26. A move from extensive multi-platform content
  27. 27. To creating utility for each consumer
  28. 28. And understanding mobility as a behavior
  29. 29. 3. They Know The World IsFlat
  30. 30. A program that starts here..
  31. 31. Will be seen by audiences here too
  32. 32. Innovation is coming from emerging markets
  33. 33. 4. They Have Lots Of Ideas
  34. 34. The Big Idea reigns supreme
  35. 35. Today’s ContentMarketing Is… Yet we have new media consumption habits
  36. 36. And live in a multi-platform world VW Smileage
  37. 37. We have moved from this…
  38. 38. To this
  39. 39. 5. They Co-Innovate AndIntegrate
  40. 40. Hackathon culture should be at their core
  41. 41. Social co-innovation drives thinking
  42. 42. Understand paid, owned and earned media
  43. 43. Embrace data & contextual awareness
  44. 44. 6. They Are AlwaysLearning
  45. 45. Robert Cialdini
  46. 46. Duncan Watts
  47. 47. Paul Adams
  48. 48. And the smart people they meet at events..
  49. 49. This Is The Social Agency Of The Future
  50. 50. Thank You!Gemma Craven@gemsiewww.linkedin.com/gemsiecraven

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