D I G I TA L D R I F T

K E E P I N G A H E A D O F T H E C U R V E T O G E T H E R

D AV I D O G I LV Y

D O N ' T B U N T. A I M O U T O F T H E B A L L PA R K . A I M F O R T H E C O M PA N Y O F T H E I M M O R TA L S .“

D I G I TA L M E D I A A D S P E N D I N G T O N E A R LY D O U B L E B Y 2 0 1 9

Directories $4.90

TV $68.54

Outdoor $1.17

Print $31.70

Radio $15.06

Digital $50.73

Directories $3.87

TV $81.00

Outdoor $7.93

Print $30.92

Radio $15.28

Digital $91.22

2014 2019

$ = Billions

D E F I N I N G S U C C E S S O F S P E C I A LT Y E F F O R T S I S S T I L L E L U S I V E

Uncertain 35%

Disagree 22%

Strongly Disagree 6%

Strongly Agree 7%

Agree 30%“I am able to measure

the return on investment (ROI) for my social media

activities.”

?

R E L A T I O N S H I P S TA T U S : M A R K E T E R S

0 25 50 75 100

A long-term agency/client relationship is important

Our agency relationships are strong

I trust my agency

eMarketer May 1, 2015

We provide clear assignment briefings to our agency

Strongly Agree Agree Neither Agree or Disagree

Disagree Strongly Disagree

R E L A T I O N S H I P S TA T U S : A G E N C I E S

0 25 50 75 100

A long-term agency/client relationship is important

Our client relationships are strong

Clients trust the agency

Clients provide clear assignment briefings to our agency

Strongly Agree Agree Neither Agree or Disagree

Disagree Strongly Disagree

eMarketer May 1, 2015

T H E A G E N C Y D R I F T

F R O M : T O :

BRIEF-BOUND BRIEF-BREAKER

LISTENER TRANSLATOR

PARTNER TRUSTED ADVISOR

RESPONDER ACTOR

T H E M A R K E T E R D R I F T

F R O M : T O :

DIRECTOR ADVOCATE

ENGAGEMENT-DRIVEN R.O.I . DRIVEN

IMPRESSION-ORIENTED AUDIENCE-ORIENTED

DECIDER CHALLENGER

3 D I G I T A L M A R K E T I N G BATTLEGROUNDS

B AT T L E G R O U N D S

Evolving Definitions of

Success

Chasing Divine

Discontent

Staying Ahead of the

Curve

Evolving Definitions of

Success

M E T R I C S T H AT M AT T E R C H A N G E

0.125

0.25

0.375

0.5

2011 2012 2013 2014 2015

50%

25%

16%

5%2%

Organic Reach of Brand Facebook Content

“You have part of my attention… You have the

minimum amount.”

Chasing Divine

Discontent

!

W E H A V E A H A B I T O F D I V I N E D I S C O N T E N T

W I T H O U R P E R F O R M A N C E . I T I S A N A N T I D O T E T O

S M U G N E S S . D A V I D O G I LV Y

“

TO

“GOOD ENOUGH IS NOT GOOD ENOUGH”

THE ETERNAL

PURSUIT OF

UNHAPPINESS

BEING VERY GOOD IS NOT GOOD, YOU HAVE TO BE VERY, VERY, VERY,

VERY, VERY GOOD

“IT ADDRESSES THE BRIEF… BOX CHECKED”

FROM

I'VE MISSED MORE THAN 9000 SHOTS IN MY CAREER. !

I'VE LOST ALMOST 300 GAMES. !

26 TIMES, I'VE BEEN TRUSTED TO TAKE THE GAME WINNING SHOT AND MISSED. !

I'VE FAILED OVER AND OVER AND OVER AGAIN IN MY LIFE. !

AND THAT IS WHY I SUCCEED.

“

FA I L FA S TFA I L O F T E N

E N D L E S S I D E AT I O NE N D L E S S T E S T I N G

Sport is war,minus thekilling. - George Orwell

How doe we communicate the idea that to Nike athletes:

Staying Ahead of the

Curve

!

E N C O U R A G E I N N O V A T I O N .

C H A N G E I S O U R L I F E B L O O D ,

S T A G N A T I O N O U R D E A T H K N E L L .

“D A V I D O G I LV Y

Tech Mktg

Culture

Focus on Cultural Tention

Social Intelligence & Generation Involvement

Of Course, Watch Digital Trends

The future is complex, therefore it is fundamentally impossible to predict… !

What we really have to do is go at things with a lot of humility… !

We’re going to have have to adapt constantly and iterate…we’re not going to have a 100 year plan, a 50 year plan…or even a 5 year plan…

!

We’re going to have to come up with general directions and frameworks, and we better learn every day, because that’s the world we live in.

- General Stanley McChrystal

Thanks!Chris Heydt @heydtc chris.heydt@ogilvy.com