agency integration: the state of the art
TRANSCRIPT
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1IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
AGENCY INTEGRATION THE STATE OF THE ART
AGENCY INTEGRATION THE STATE OF THE ART
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2IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
New Agency Roles
Agency Model making news at all marketing events
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3IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 3
Consultants? Agencies?
Deal Value Over $2bn In 2016
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4IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 4
Talent Fight With Tech Firms
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5IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 5
Brands are creating their ideas in house
Lenovo looked to users rather than agencies to create a video and TV campaign for its Yoga products in a bid to attract a younger audience. Lenovo used a crowdsourcing platform to develop ideas for the campaign before deciding on the concept of showcasing ‘life hacks’.
Red Bull took this a step further. The brand formed its Media House unit in Salzburg, Austria, in 2007 as an independent company "with a target of sustaining its own revenue stream," a company rep says, meaning the Red Bull-branded videos make money in their own right.
Marriott Content Studio was founded in 2014 and now has 65 staff and has created slick content like "Two Bellmen," a 17-minute action comedy that has garnered more than 5 million views on YouTube at this writing and "French Kiss," a 23-minute romantic comedy that has notched more than 6 million views.
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6IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
THE SIX DEGREES
1
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7IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
www.R3integration40.com
Integration 40
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8IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Criteria
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9IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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10IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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11IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
SIX DEGREES OF INTEGRATION
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12IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Bud Light
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13IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
SIX DEGREES OF INTEGRATION
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14IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
P&G
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15IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
SIX DEGREES OF INTEGRATION
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16IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
VISA
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17IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
SIX DEGREES OF INTEGRATION
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18IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Colgate
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19IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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20IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
SIX DEGREES OF INTEGRATION
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21IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Sony
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22IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
SIX DEGREES OF INTEGRATION
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23IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Integration Meets Globalization FIVE FACTOR ANALYSIS
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24IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Five FactorsAnalysis
Homogeneity
Culture Life Stage Structure Talent• Varying market
positions (i.e. leader in one market and challenger in another)
• High variability in product /service positioning and features
• Different buyer behaviour and customer journeys
• Contrasting cultural dimensions, e.g.
• Power Distance - Uncertainty Avoidance - Individualism vs. Collectivism
• Different competitors in different regions or local markets
• Local societal and environmental differences
• When a brand or campaign is in its “formative” stages, still rapidly evolving, and not yet fully defined, heavy control from the centre is often preferred
• Number of markets
• Client structure
• Funding and decision-making process
• Existence and expertise of regional or local market teams
• Where are the strongest resources on both agency and client side located?
• What other key partners are engaged and in what capacity?
• Offshore production capability?
What is right for one brand may not be right for another. Some brands with low variability within the product range and consistent buyer behaviour/customer journeys e.g. McDonalds will be able to adopt a centralised brand approach, but have (footfall) offers driven by market .
24
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25IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Homo-
geneity
Culture
LifeStage
Structure Talent Model
Highly Central
Central
Highly LocalTrying to move to Central
Regional
Local 25
Five FactorsAnalysis in Action
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26IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
CASE STUDIES2
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27IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Changing fees and processes to become truly outcome focused
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28IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
BALA radical new working model to streamline and drive focus
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29IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
EBD ADAGENCY
INTERACTIVEAGENCY
BBAGENCY
BTLAGENCY
BRAND AGENCY
BD LEADER
DIGITAL MGR
BB LEADER
BTL MANAGER
GLOBAL STRATEGIC COMM PLANNING
MEDIA
ADD
DESIGN MGR
Multiple competing messages
P&G Before BALWorking Process
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30IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 30
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31IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
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32IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
A new global roster with Digital and Creativity at the center
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33IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Network creative (2)
Boutique creative (4)
Digital (3)
Media (1)
Samsung 2014Global Review
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34IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
THE AGENCY OF THE FUTURE?
3
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35IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 35
Agencies as Integrators
• In 2015, LA digital agency Ignited diverted into a co-working incubator for 12 creative boutiques.
• The open collaboration allowed agency to offer a wider range of services to clients
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36IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 36
Agencies as Content Leaders
Anomaly Shanghai – Unreasonable Project• a platform created and owned by Anomaly, that showcases and supports the
entrepreneurs, the mavericks, those who choose not to follow the beaten path and create value in their own unique way, from a spectrum of different industries and cities across the world.
• Anomaly co-operated with Touchmedia, China’s leading in-taxi media company, to screen trailers of the first episode in 12,000 taxis across Shanghai.
• Beyond the videos there's also a platform on all-purpose Chinese app WeChat, with over 50,000 followers. There's a weekly email newsletter, an annual book, a shop on Alibaba e-commerce platform Taobao, exhibits, and as of a few weeks ago, a "salon" discussion series.
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37IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 37
Agencies as Brand Innovators
Zag has worked extensively with both private equity and venture capital houses in London and Silicon Valley.
In addition to assistance with funding, Zag can also assist with the acquisition and deployment of media for advertising.
This network is extensive and it is powerful – with many actively looking to invest space in return for equity.
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38IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 38
Agencies as Angel Investors• Despite regular client work,
Minglab, a top tier global user experience design and application development company, has co-founded seven start-ups by providing design capabilities at a discounted rate.
• One of their investments, Fluxo, has been well-received globally and has been put in production.
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39IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES 39
Agencies as Accelerators
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40IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
4FOUR
TAKEAWAYS
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41IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Big ideas are the heart of success
1.
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42IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Clear Roles and Responsibilities2.
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43IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Think about “curate” not just “create”
3.
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44IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Measure and Improve 4.
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45IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Thank You!CONTACT
GREG PAULL [email protected]