Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

A Brave New Adland

2,239 views

Published on

Advances in technology and the rise of contemporary chaos has changed the advertising world. This deck shows how advertising agencies must change in order to remain relevant to clients and to audiences.

Published in: Education

A Brave New Adland

  1. 1.
  2. 2. <ul><li>A changing landscape </li></ul><ul><ul><li>Consumers </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Brands </li></ul></ul><ul><ul><li>Creativity </li></ul></ul><ul><li>Industry convergence </li></ul><ul><ul><li>Collaborative environment & process </li></ul></ul><ul><ul><li>Convergence of creative & media </li></ul></ul><ul><ul><li>Convergence of digital & traditional </li></ul></ul><ul><ul><li>True business partners </li></ul></ul><ul><li>New agency models </li></ul>Contents
  3. 3.
  4. 4. RIP
  5. 5.
  6. 6. Technology has empowered us ( http://www.youtube.com/watch?v=hyZRS0BnpAI )
  7. 7.
  8. 8. What’s Changed?
  9. 9. Evolution of Consumers
  10. 10. Consumer before…
  11. 11. And now
  12. 12.
  13. 13. Consumers used to watch
  14. 14. Now they create
  15. 15. They take control
  16. 16. They define brands
  17. 17. They have instant information
  18. 18. Evolution of Media
  19. 19. They made it – you consumed it
  20. 20. Weapons of disruption
  21. 21. Now we all have on-demand access to everything.
  22. 22.
  23. 23. And there’s user generated media.
  24. 24.
  25. 25.
  26. 26. Evolution of Brands
  27. 27.
  28. 28.
  29. 29. Not anymore
  30. 30.
  31. 31. By talking with consumers & doing things with and for people.
  32. 32. Engage with social media
  33. 33. Empower people
  34. 34.
  35. 35. Create utilities
  36. 36. Give them easy access
  37. 37. Evolution of Creativity
  38. 38. Agencies used to dominate
  39. 39. The old creatives
  40. 40. Technology has democratized creativity.
  41. 41. And brands are taping into new sources for fresher, cheaper creative.
  42. 42. Crowdsourcing
  43. 43.
  44. 44. So how do we cheat death?
  45. 45. By recognizing changes have occurred and becoming a leader in the new world order.
  46. 46. <ul><li>Interrupting… </li></ul><ul><li>Directing… </li></ul><ul><li>Shouting… </li></ul><ul><li>Reacting… </li></ul><ul><li>Big promises… </li></ul><ul><li>Explaining… </li></ul>Engaging Connecting Delivering content Interacting Intimate gestures Revealing The shift
  47. 47. Because of the new changes agencies must change.
  48. 48. <ul><li>Personal </li></ul><ul><li>Collaborative </li></ul><ul><li>Generous </li></ul><ul><li>Experimental </li></ul><ul><li>Helpful </li></ul><ul><li>Adventurous </li></ul><ul><li>Supportive </li></ul><ul><li>Playful </li></ul><ul><li>Customizable </li></ul><ul><li>Informative </li></ul><ul><li>Honest </li></ul><ul><li>Engaging </li></ul>New way of Advertising is…
  49. 49. And to produce this new work agencies must change structurally.
  50. 50. New Agencies must be…
  51. 51.
  52. 52.
  53. 53.
  54. 54. Group Account Director Account Executive AAE Group Creative Director Group Planning Director ACD Copy Art Senior Planner Planner Old/lateral model
  55. 55. “ I’m just surprised that no-one’s thought of a better idea yet.” – Stephen King
  56. 56. The NEW agency model is an unbundled workhorse of business ideas.
  57. 57. Collaborative environment & process
  58. 58.
  59. 59.
  60. 60. Convergence of creative & media
  61. 61. Convergence of digital & traditional
  62. 62. From digital departments to digital competency
  63. 63.
  64. 64.
  65. 65. True business partners
  66. 66. Get involved in the compensation negotiation. Find ways for the agency to get paid for helping build the client’s business – regardless of the vehicle.
  67. 67. New/integrated model Account Choreographer Behavioral Psychologist Cultural Anthropologist Account Planner (Engagement/Comms/Brand)* Copywriter Art Director Creative Technologist (New Media, IA, UX, UD)
  68. 68. As agencies adapt, businesses converge and compete.
  69. 69. Competition upstream & downstream <ul><li>Media producers </li></ul><ul><li>Media agencies </li></ul><ul><li>Communications agencies </li></ul><ul><li>Production houses </li></ul><ul><li>Client in-house </li></ul><ul><li>Crowdsourcing </li></ul><ul><li>Digital agencies </li></ul><ul><li>Traditional agencies </li></ul><ul><li>Management consultancies </li></ul><ul><li>Brand consultancies </li></ul><ul><li>Marketing research firms </li></ul><ul><li>Innovation shops </li></ul>
  70. 70. Shops stealing each other’s bacon Communications Planning Media Agency Traditional Agency Digital Agency Innovation & Business Consulting
  71. 71.
  72. 72. And a new breed of agency
  73. 73.
  74. 74.
  75. 75.
  76. 76.
  77. 77. Agencies of the future will be doers, thought leaders, and business partners.
  78. 78. Who will join them?
  79. 79. Or be the last one left?

×