Post on 13-Apr-2017
The Next $50 Billion will come fromNew Agency Models
Overview of TalkHow the next $50 billion can come from new agency models, and from having the creative team being a part of the idea initiation. Slaby explained why relationship and collaboration matter. Today, we use media and technology in tactical and strategical ways. Yet, most of the time, creative agencies are not included in the briefing. Ideas usually struggle to go across silos between creative, media, digital, social, digital, PR, and specialist teams. By bringing all those parties to the table early in the game, we can generate an active briefing and help build trust among teams who have always been wary of what each other does. The idea behind Sunday Dinner is to bring together people who can inspire an idea at the beginning of a brief.
How we use media &
technology today STRATEGIC: An asset to help shape ideas
TACTICAL: A vehicle to extend & amplify ideas
It’s 2016. This seems like a no brainer right?
But for ad agencies, this rarely happens.
In 10 years working with integrated creative agencies, the first time I ever had a Publisher or
Ad Tech company in the room happened3 years ago.
My creatives (at Ad Agency of the Year) wanted to explore an idea that involved a publisher.
The risk with the media agency relationship was too great.
It failed.
I had a crazy idea and asked _____ Feed to come sit with us. Revolutionary!
We help brands + agencies sort out new ways to work together to
get to better ideas.
By doing two things
1. Exposing brands to innovative talent and technologies.
2. Facilitating new ways of collaboration through our signature tours, dinners, workshops, and Active Briefing.
What is an idea today?
Our Brief
Fictitious Client: Healthy Food Line Task: Awareness & Trial Audience: Millennials
23 Stories to create & distribute with their editors &
influencers
Food truck @ SXSW + Morning Yoga w/ Soulcycle
Tap Tastemade to integrate w/ original
content
Launch a recipe contest on
Pinterest w/ Curalate
Cast celeb chefs & health ambassadors
to create micro-content on
social
Promote recipes in-
store on digital screens
Drive localized promotions
through mobile ad networks
Create shoppable
pre-roll on Youtube before top food
showsUse bluetooth to deliver content
alongside product on shelf
Partner with Blue Apron to launch
healthy dinner kits
Deliver embedded cart building recipes and recipes w/
Instacart
What ideas pop up
It is Freaking Complicated.
Most of us will struggle to get one of those ideas executed.
CREATIVE MEDIA SOCIAL DIGITAL PR SPECIALIST TEAMS
Why? Well, most brands still look like this
Their agencies don’t look any different
CREATIVE MEDIA SOCIAL DIGITAL PR SPECIALIST TEAMS
IDEAS STRUGGLE TO GO ACROSS
CREATIVE MEDIA SOCIAL DIGITAL PR SPECIALIST TEAMS
How do we get closer?
Everyone has super smart people. How they are cast & engaged is often the issue.
Step One: Give the right people a seat at the table.
Co-creation happens when you insert the right teams upstream in the process.
> > > >
and check in regularly.
Step Two: But who takes initiative to do this?
Enter the role of the orchestrator.
Brands
digitalcreative
publishers
socialinnovation
pr
internal agencies
innovation
brand managers
mediaOrchestrator
specialist
social channels
CRMmedia
ad Tech
search
The role of an orchestrator
strategy
Partners
Agencies
Agency Management Partner Management
Procurement Consultant
Step Three: Facilitate a process of collaboration.
We call it Active Briefing.
We call it Active Briefing
Create an environment to surround & inspire teams with insights, tools, and technologies that
help to bring to life strategic ideas.
Active Briefing
1 Part Inspiration1 Part Play
1 Part Actively Solving for a NeedEQUALS
Endless integrated ideas Build trust
How to accomplish• Brand defines the need & scale of the briefing
• Agency relations or Sunday Dinner casts relevant partners to expand thinking,inspire and actively work on concept development.
• A venue is designated
• Coordinate pre-work required
• Produce a day that brings together sharing and dynamic work sessions with a diverse mix of partners.
media
pr
social
creative
#2 Cast a dream team from agency pool #3 Support with service partners
dream team
publishers
ad Tech
social platforms
#1 The brand creates a brief that includes a framework for comms strategy
#4 Select execution partners
______FILL IN______
______FILL IN______
______FILL IN______
______FILL IN______
How these steps support modern campaigns
specialist
ACTIVE BRIEFING
rockstars
ORCHESTRATION PROCESS
Tenants of any approachStrong marketing leadership from the Brand
Orchestration of partners by a non-bias group
Active collaboration efforts
Culture casting of partners
Unified communications strategy
Good news • Brands are becoming more courageous in their willingness to
change.
• The millennials are here & they want to collaborate.
• Agencies of all size are demanding new relationships.
• And in the meantime, there are always outside orchestrators who can make it happen.
Dinner is always a good idea.
About Lindsey SlabyLindsey lives & works in Dumbo, Brooklyn. She runs Sunday Dinner. A company that exists to help brand marketers & independent agencies uncover new ways to work together for today’s modern business. Engagements often come together in the form of an agency tour, workshop or project assignment.
Find out how brands like Diageo, Target, Microsoft, and Nickelodeon are using Sunday Dinner to design custom workshops with today’s modern talent.
Read more thought leadership from Lindsey