BoS2015 Precious Lunga - how can we use existing tech to make a difference in the world
A NEW MODEL FOR AGENCIES: TAKE EXISTING TECH TO MARKET
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AGENCIES WILL SURVIVE AND THRIVE BY PARTNERING WITH the BEST EXISTING TECHNOLOGY RATHER THAN TRYING TO BUILD IT THEMSELVES
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Everyone thinks the current Agency model of being paid for time sucks. But its tough to wean off. So here's a model that Agencies and brands are already using....take existing technology to market. This was a deck we did as part of the overall IPA diversification agenda...
Transcript of A NEW MODEL FOR AGENCIES: TAKE EXISTING TECH TO MARKET
AGENCIES WILL SURVIVE AND THRIVE BY PARTNERING WITH the BEST EXISTING
TECHNOLOGY RATHER THAN TRYING TO BUILD IT THEMSELVES
EVERYONE THINKS the current model OF BEING PAID FOR TIME
SUCKS
THIS IS A WAY FOR AGENCIES TO START TRIALLING A NEW MODEL BEYOND COMMS
Its based on our experience that CLIENTS ARE INCREASUNGLY
LOOKING TO GIVE PEOPLE EXPERIENCES > COMMS
AND frustration with the BUILD “TECH TO ORDER” process
These Agencies and brands are trialling a new model
Where they partner with the very best tech companies who have ‘market ready’ tech
The Bakery London, 2nd Floor,, Epworth House, 25 City Road, London, EC1Y 1AA | http://www.thebakerylondon.com
BMW: A virtual assistant
as good as a human
Heinz: an antidote to banner
blindness
Stella artois:
gifting mates a round
IdS: A bathroom imaginer to make plumbers loyal
Panasonic: virtual salesman to convert at point of sale
NDA’D: HELP MUMS UNDERSTAND WHAT A BABY IS FEELING
And RESKIN, re-stitch OR REPURPOSE THIS FOR trial marketS
Building to Order
Built ‘part +me’ Not tested with customers
Le7 to rot once built and paid High risk, high cost
Repurposing Existing
Built by the best talent full +me Con+nuously tested with customers Con+nuously improved with feedback
Low risk, low cost
‘building TO order’ BY PAYING FOR TIME is broken
Building to Order is broken
fROM
TO PRODUCTS AND SERVICES COMMS
HUMANS SOFTWARE
BUILDING TECHNOLOGY SELLING EXISTING TECHNOLOGY
TIME BASED MODELS “LICENSING PLUS” MODELS
A NEW MODEL for agencies: TakE existing PRODUCTS AND SERVICES to market
Access to problems Agencies aren’t currently
considered for
A share of licensing fees
New revenue streams for taking tech experiences to market
A NEW MODEL for agencies: TakE existing PRODUCTS AND SERVICES to market
Access to business problems > marketing problems
How we do it at the bakery
Accelerator: 8 weeks > trial market
Service Product
The Baker’s Market : Match exis+ng tech to brand issues
