Post on 14-Sep-2014
description
You can view this webinar on YouTube
here
What It Used To Be….
What It Will Be…
Nimble & Agile
The Agency of the Future
Nimble & Agile
Student of Technology
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
Savvier Competitor
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
Savvier Competitor
Partner, Not Player
The Agency of the Future
Today’s Program
Marketer Perspective #1
Marketer’s Perspective:
“There will be no mid-size players.
Our industry will likely see the
larger get larger and we'll see a rise
in specialty boutique agencies. The
mid-size agency will either get
bought-out or die.”
Disagree
How & Why Mid-Size Agencies Can Survive
• Mid-size companies need resource-rich agencies
that aren’t big and expensive and public
How & Why Mid-Size Agencies Can Survive
• Mid-size companies need resource-rich agencies
that aren’t big and expensive and public
• Marketers want specialization and you don’t
have to be boutique to deliver it
How & Why Mid-Size Agencies Can Survive
• Mid-size companies need resource-rich agencies
that aren’t big and expensive and public
• Marketers want specialization and you don’t
have to be boutique to deliver it
• If you curate and you are proactive and keep on
top of trends it makes no difference what size
you are
Marketer Perspective #2
Marketer’s Perspective:
“The agency of the future should
offer traditional advertising with
effective digital and social media
extensions, all connected to
relevant PR…and the agency
understands the role of all working
together.”
Agree
Why Integration is Vital
• Marketers need partners that can think
Why Integration is Vital
• Marketers need partners that can think
• With so many platforms, consumers control how
and when they get their information so agencies
have to be built to deliver it
Why Integration is Vital
• Marketers need partners that can think
• With so many platforms, consumers control how
and when they get their information so agencies
have to be built to deliver it
• Because if you are going to be pulled in as a
specialist in a platform, you have to show you
can play nice with others
Marketer Perspective #3
Marketer’s Perspective:
“Digital will continue to evolve, so
they must be flexible and aware,
but creative, not capability, will still
be king.”
Disagree
Marketer’s Perspective:
“Much more sophisticated in data
mining to understand impact,
consumer behaviors and channel
effectiveness to drive more
effective marketing strategy. Pretty
ads are not sufficient.”
Agree
Why Creative Only Kind of Matters
• Marketers are under intense pressure to deliver
Why Creative Only Kind of Matters
• Marketers are under intense pressure to deliver
• Too many technologies out there that provide too
many benefits to be ignored
August 2011: ~ 100 Companies
September 2012: ~ 350 Companies
January 2014: 950+ Companies
• Marketers are under intense pressure to deliver
• Too many technologies out there that provide too
many benefits to be ignored
• Being creative is more than just pretty pictures
anymore
Why Creative Only Kind of Matters
Marketer Perspective #4
Marketer’s Perspective:
“I think marketing agencies will
continue to get more competitive
and stay on top of trends.”
Agree
Why Agencies are Getting More Competitive
• More larger agencies going after smaller pieces
of business
Why Agencies are Getting More Competitive
• More larger agencies going after smaller pieces
of business
• Marketers are increasing the number of agencies
involved in a search
Why Agencies are Getting More Competitive
• More larger agencies going after smaller pieces
of business
• Marketers are increasing the number of agencies
involved in a search
• Agencies are getting more organized in how they
manage their outreach
Marketer Perspective #5
Marketer’s Perspective:
“Agencies will look more like
general contractors where they
actually go out and bring in lots of
specialists, preferably the best
specialist , to execute against
individual tactics and they manage
the entire campaign.”
Agree
What’s Happening Now and What to Expect
• Marketers aren’t expecting agencies to “have it
all” – they just want a smart agency that can
proactively bring them the best talent
What’s Happening Now and What to Expect
• Marketers aren’t expecting agencies to “have it
all” – they just want a smart agency that can
proactively bring them the best talent
• Agencies are devoting specific resources to
outsourcing ideas, technologies, talent.
What’s Happening Now and What to Expect
• Marketers aren’t expecting agencies to “have it
all” – they just want a smart agency that can
proactively bring them the best talent
• Agencies are devoting specific resources to
outsourcing ideas, technologies, talent.
• Marketers are most often coming to us because
their agencies are falling down in this area
Nimble & Agile
The Agency of the Future
Nimble & Agile
Student of Technology
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
Savvier Competitor
The Agency of the Future
Nimble & Agile
Student of Technology
Curator & Contractor
Real Timer
Selectively Specialized
Savvier Competitor
Partner, Not Player
The Agency of the Future