BOSS TWEED, POLITICAL CARTOONS, SPOILS SYSTEM Political Corruption.
Victor & Spoils at DAS: Building an Open Agency Business Model
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Transcript of Victor & Spoils at DAS: Building an Open Agency Business Model
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Historically, agencies took advantage of the inefficient ways people communicated through a few analog methods.
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These methods created economic value for agencies by creating a marketplace of scarcity.
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In scarce marketplaces, closed systems work well.
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But, things have changed
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The truth is, our industry became irrelevant yesterday.
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In an open world, closed systems aren’t sustainable.
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Email from an SVP of Marketing to the CEO of their global ad agency of record.
Clearly, advertisers are looking for something different.
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We need some guiding principles to create open agencies.
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1. Flatten the organizational structure
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2. Be radically transparent
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The Agency
The Culture
TheBrand
TheCustomer
Innovation
3. Move from managing by command and control, to inspire and support
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4. Be ruthlessly agile
Waterfall Process Agile Methodology
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5. Allow ideas to come from everywhere
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6. Do less with less
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7. Create the right culture
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8. Have a purpose
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9. Focus on transformation, not innovation
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10. Change the compensation model
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Thank You