Future Agency vision for CMMA09

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In a world where Online Culture is the culture, what does the agency of the future look like ? How can agencies move beyond interruptive advertising towards genuine, high-integrity audience influencing - and improve their metrics and measurement at the same time ?

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Future Agency vision for CMMA09

  1. 1. Tim Parsons linkedin.com/in/timparsons twitter.com/timparsons FutureAgency What does it look like ?
  2. 2. FutureAgency: Challenge: The ”End” of mass-media
  3. 3. One upon a time...
  4. 4. Brands agencies love... ...”consumers” know them.
  5. 5. Mass-media model: Brand TV Consumer ETC Agency Media Mass-media Society + Culture
  6. 6. Agency does research... Brand Consumer Research Agency Mass-media Society + Culture
  7. 7. Has insight .. Brand Consumer Agency Mass-media Society + Culture
  8. 8. Executes via media... Brand TV Consumer ETC Agency Media Mass-media Society + Culture
  9. 9. Everybody measures... Brand Consumer Measurement Agency Mass-media Society + Culture
  10. 10. Brand pays agency ... Brand Consumer $$$ Agency Mass-media Society + Culture
  11. 11. Everybody happy ! Brand Consumer Agency Mass-media Society + Culture
  12. 12. Hang on a sec.
  13. 13. . . . then something happened
  14. 14. Over 1 billion Internet users worldwide (Source: Comscore.com 23 Jan 2009)
  15. 15. 300 million Chinese internet users out of a total 1Bn worldwide. (Source: Comscore.com 23 Jan 2009)
  16. 16. 30 % of handsets sold in developed world today are smartphones (Source: Bytemobile.com, Sept 2008)
  17. 17. Over 1 billion iPhone apps downloaded to iPhones + iPod Touches since July 2008 (source: The Register, 16th Jan 2009)
  18. 18. 4.1 billion Number of mobile phone subscribers worldwide (Source: WashingtonPost.com MoCo News 2 Mar 2009)
  19. 19. People Today : Connected Society
  20. 20. People Today : Connected Society : Babies
  21. 21. People Today : Connected Society : Children
  22. 22. People Today : Connected Society : Teens
  23. 23. People Today : Connected Society : Adults
  24. 24. 140 % mobile penetration in ITALY (Source: Total Telecom Jan 2009)
  25. 25. Online culture is the culture
  26. 26. Online Culture is about People
  27. 27. Online Culture is about Behaviours
  28. 28. Online Culture is about Society
  29. 29. Cultures have the power to change the world ...
  30. 30. Online Culture is The Culture In 2006: “To win, we need a Community Outreach program.”
  31. 31. $656 million Individual donations to Obama ’08 by Dec 2008. (Source: OpenSecrets.org, Dec 31 2008)
  32. 32. This isn’t working now... Brand TV Consumer ETC Agency Media
  33. 33. Consumer is in control. Brand TV Consumer ETC Agency Media Connected Society + Culture
  34. 34. FutureAgency: The Solution ?
  35. 35. FutureAgency: “Cultural Brokers, Storytellers & Enablers.”
  36. 36. FutureAgency: “Online Culture IS the culture.”
  37. 37. FutureAgency: “Online culture IS the culture”.
  38. 38. Agency as cultural broker Brand Consumer Cultural Insights Research Agency Connected Society + Culture
  39. 39. Agency as storyteller Natural Brand Story Consumer Worlds Brands as Connected part of Society Agency Society + Culture
  40. 40. Stories... ...describe worlds
  41. 41. Stories... ...demand authenticity
  42. 42. Stories... ... are memorable
  43. 43. Stories... ... invite journeys
  44. 44. Stories... ... are easy to share
  45. 45. Online culture... ... is FULL of stories.
  46. 46. Opportunity Major agencies are going through a massive transition internally.
  47. 47. Opportunity Digital / mobile agencies have to understand the bigger picture of Online Culture.
  48. 48. FutureAgency If digital agencies can move beyond technology to become FutureAgencies - storytellers and cultural brokers ...
  49. 49. ...sky’s the limit!
  50. 50. Tim Parsons linkedin.com/in/timparsons twitter.com/timparsons FutureAgency What does it look like ?

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