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Disrupt or DieAre You Working WithThe Social Agency OfThe Future?Gemma CravenEVP, Social@Ogilvy@gemsie
Introductions
Gemma Craven - @gemsie
An inhabitant of this fine city
Head of Social@Ogilvy New York
What Does An Agency DoToday?
Everything from iconic ads across mediums
To design & building social / digital experiences
Bringing in extra manpower when needed
Driving networking and relationship growth
Aiming to drive fame and fortune for clients
“We sell or else..”     All with a client’s business in mind
But The World HasChanged…Forever
A huge shift in how we receive information
And how we share it with others
With the world getting much smaller as it grows
Is this woman still influential?
Or is this man more important?
Consumers have a personal message shield
Business has also changed                           – Mary Meeker disruption of                           everything from ...
Small business & crowd-funded projects are key
The world really is flat
5 Key Traits Of The SocialAgency Of The Future
1. As Agile As A Start Up
From large scale spend to smaller projects
From 1 x annual planning to ongoing          responsiveness
From agency knows best to embracing fandom                                         27
Celebrating theFamebook fan    Putting the fan in the marketing driving seat
2. Understand MarketingAs A Utility
A move from extensive multi-platform content
To creating utility for each consumer
And understanding mobility as a behavior
3. They Know The World IsFlat
A program that starts here..
Will be seen by audiences here too
Innovation is coming from emerging markets
4. They Have Lots Of Ideas
The Big Idea reigns supreme
Today’s ContentMarketing Is…    Yet we have new media consumption habits
And live in a multi-platform world               VW Smileage
We have moved from this…
To this
5. They Co-Innovate AndIntegrate
Hackathon culture should be at their core
Social co-innovation drives thinking
Understand paid, owned and earned media
Embrace data & contextual awareness
6. They Are AlwaysLearning
Robert Cialdini
Duncan Watts
Paul Adams
And the smart people they meet at events..
1.   As agile as a start up2.   Understands marketing as utility not just noise3.   Knows and embraces the fact that the w...
Thank You!Gemma Craven@gemsiewww.linkedin.com/gemsiecraven
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Rethink Conference 2013 - The Social Agency of the Future

Disruption is happening to business worldwide and the communications agency is no exception to this rule. What does an agency need to do to survive and prosper in tomorrow's world? My presentation from Rethink Oslo 2013

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Rethink Conference 2013 - The Social Agency of the Future

  1. 1. Disrupt or DieAre You Working WithThe Social Agency OfThe Future?Gemma CravenEVP, Social@Ogilvy@gemsie
  2. 2. Introductions
  3. 3. Gemma Craven - @gemsie
  4. 4. An inhabitant of this fine city
  5. 5. Head of Social@Ogilvy New York
  6. 6. What Does An Agency DoToday?
  7. 7. Everything from iconic ads across mediums
  8. 8. To design & building social / digital experiences
  9. 9. Bringing in extra manpower when needed
  10. 10. Driving networking and relationship growth
  11. 11. Aiming to drive fame and fortune for clients
  12. 12. “We sell or else..” All with a client’s business in mind
  13. 13. But The World HasChanged…Forever
  14. 14. A huge shift in how we receive information
  15. 15. And how we share it with others
  16. 16. With the world getting much smaller as it grows
  17. 17. Is this woman still influential?
  18. 18. Or is this man more important?
  19. 19. Consumers have a personal message shield
  20. 20. Business has also changed – Mary Meeker disruption of everything from how weEverything is disrupted – Mary Meeker
  21. 21. Small business & crowd-funded projects are key
  22. 22. The world really is flat
  23. 23. 5 Key Traits Of The SocialAgency Of The Future
  24. 24. 1. As Agile As A Start Up
  25. 25. From large scale spend to smaller projects
  26. 26. From 1 x annual planning to ongoing responsiveness
  27. 27. From agency knows best to embracing fandom 27
  28. 28. Celebrating theFamebook fan Putting the fan in the marketing driving seat
  29. 29. 2. Understand MarketingAs A Utility
  30. 30. A move from extensive multi-platform content
  31. 31. To creating utility for each consumer
  32. 32. And understanding mobility as a behavior
  33. 33. 3. They Know The World IsFlat
  34. 34. A program that starts here..
  35. 35. Will be seen by audiences here too
  36. 36. Innovation is coming from emerging markets
  37. 37. 4. They Have Lots Of Ideas
  38. 38. The Big Idea reigns supreme
  39. 39. Today’s ContentMarketing Is… Yet we have new media consumption habits
  40. 40. And live in a multi-platform world VW Smileage
  41. 41. We have moved from this…
  42. 42. To this
  43. 43. 5. They Co-Innovate AndIntegrate
  44. 44. Hackathon culture should be at their core
  45. 45. Social co-innovation drives thinking
  46. 46. Understand paid, owned and earned media
  47. 47. Embrace data & contextual awareness
  48. 48. 6. They Are AlwaysLearning
  49. 49. Robert Cialdini
  50. 50. Duncan Watts
  51. 51. Paul Adams
  52. 52. And the smart people they meet at events..
  53. 53. 1. As agile as a start up2. Understands marketing as utility not just noise3. Knows and embraces the fact that the world is flat4. Has lots of ideas5. Co-innovates and co-creates6. Is always learning This Is The Social Agency Of The Future
  54. 54. Thank You!Gemma Craven@gemsiewww.linkedin.com/gemsiecraven
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Disruption is happening to business worldwide and the communications agency is no exception to this rule. What does an agency need to do to survive and prosper in tomorrow's world? My presentation from Rethink Oslo 2013

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