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Albion's New Model Agency presentation

Glyn Britton's presentation to Marketing Week's 'New Agency Models' conference on 10 December 2007.

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Albion's New Model Agency presentation

  1. 1. New Agency Models Glyn Britton 11 December 2007
  2. 2. Get this presentation www.albionlondon.com/blog Thanks to the Flickr community for the use of most of the images in this presentation.
  3. 4. We are Albion, and we are a New Model Agency.
  4. 5. Why digital must be at the heart of an agency any New Model Agency
  5. 6. What is a New Model Agency? <ul><li>Integrated. </li></ul><ul><li>Media Neutral. </li></ul><ul><li>Solutions Agnostic. </li></ul><ul><li>360 ° Branding. </li></ul><ul><li>Engagement Planning. </li></ul><ul><li>Transmedia Narrative. </li></ul>Urgh!
  6. 7. Who are some New Model Agencies? (IMHO) New Model Agencies Poke Love Techlightenment Kessels Kramer Anomaly Live|Work Glue Figtree CONSULTING DESIGN ADVERTISING DIGITAL
  7. 8. New Model Agencies are defined by an attitude, not a medium or a heritage. We can’t speak for anybody else, but here’s what we think makes us Albion…
  8. 9. Entrepreneurial
  9. 11. Belief that we can do anything
  10. 12. Small egos
  11. 13. Diverse backgrounds, blurred roles
  12. 14. Open plan, no departments
  13. 15. Doing, not talking about doing
  14. 16. New heroes
  15. 17. Telling the truth in interesting ways
  16. 18. Making useful stuff
  17. 19. Giving people something interesting to talk about http://albionlondon.typepad.com/albioncookiefactory/
  18. 20. Digital at our heart
  19. 21. But we’re not (just) a digital agency
  20. 22. What is digital? <ul><li>More than making online advertising. </li></ul><ul><li>More than making Facebook apps. </li></ul><ul><li>It’s about ‘getting it’. </li></ul><ul><li>Getting the modern world. </li></ul><ul><li>Getting modern consumers. </li></ul><ul><li>Getting modern business. </li></ul><ul><li>Behaving in a non-stupid way. </li></ul><ul><li>It’s a way of thinking about things. </li></ul><ul><li>Being interested in how things work. </li></ul><ul><li>Not just what’s in them. </li></ul><ul><li>Having a go at making things better. </li></ul><ul><li>Just having a go. </li></ul>
  21. 23. Digital changes people’s expectations
  22. 24. Putting digital at the heart of our work with
  23. 26. Skype’s success <ul><li>0 to customers in 2.5 years. </li></ul><ul><li>Nearly 200 million customers today. </li></ul><ul><li>Still growing at 200,000 new users every day. </li></ul>
  24. 27. And how did that happen? <ul><li>Some innate things about Skype. </li></ul><ul><li>Some things we did. </li></ul>
  25. 28. Some innate things <ul><li>Skype is a communications tool </li></ul><ul><li>Humans are really, really, interested in things that help us communicate with each other more and better. </li></ul><ul><li>From cave paintings to mobile phones, it’s always the same. </li></ul>
  26. 29. Some innate things <ul><li>Skype is free </li></ul><ul><li>Free is quite interesting to people. Especially free and good. </li></ul><ul><li>If you tell your friends to get Skype too, you can talk for as long as you like without worrying about the cost or the distance. </li></ul>
  27. 30. Some innate things <ul><li>Right idea, right time </li></ul><ul><li>There was plenty of internet calling software before Skype. But it didn’t work very well, and lots of people still had slow dial-up internet connections. Plus it was called VoIP, which was a bit off-putting. </li></ul><ul><li>Skype was called Skype instead, and it just worked. And it arrived just as lots of people were starting to get broadband internet access. </li></ul>
  28. 31. Some innate things <ul><li>Simple and easy </li></ul><ul><li>Skype worked really hard on making Skype as easy to install and use as possible. </li></ul><ul><li>We knew it was easy enough when Geoffrey’s grandma could use it. (Geoffrey is one of the original Skypers.) </li></ul><ul><li>Ease of use is important for busy young people too. Hence the iPod, people moving to Facebook… </li></ul>
  29. 32. And how did that happen? <ul><li>Some innate things about Skype. </li></ul><ul><li>Some things we did. </li></ul>
  30. 33. Got advocates on our side
  31. 34. Helped people discover
  32. 35. Helped people discover
  33. 36. Removed the barriers to trial
  34. 37. Helped people share
  35. 38. Helped people share
  36. 39. Helped people understand
  37. 40. Helped people understand
  38. 41. Kept the brand fresh
  39. 42. Worked hard at making it simple
  40. 43. Even made some ads!
  41. 44. Putting digital at the heart of our work with
  42. 45. Background <ul><li>eBay has 97% brand awareness in the UK. </li></ul><ul><li>So it’s not a conventional brand communications challenge. </li></ul><ul><li>The problem is that people can fall into thinking of eBay like a traditional retailer, and so feel they have seen everything on offer. </li></ul><ul><li>So we need to reignite people’s enthusiasm, by reasserting what makes eBay unique - that it is a live, ever-changing marketplace. </li></ul>
  43. 46. It’s all about the community, not the company
  44. 47. Make it a habit
  45. 48. Banners with a live feed, to show people what they’re missing
  46. 49. A live feed widget on TV
  47. 50. A blog in a press ad
  48. 51. eBaying in a social network
  49. 52. A physical catalogue for an online company
  50. 53. Website functionality in a TV spot <ul><li>Play Christmas ad </li></ul>
  51. 54. How to put digital at the heart of your agency
  52. 55. What we’ve learnt <ul><li>Employ young people who’ve never known any other way. </li></ul><ul><li>Employ outsiders with something to prove. </li></ul><ul><li>Learn to see creativity anywhere. </li></ul><ul><li>Use the web, and have a go at building bits of it. </li></ul><ul><li>Think digitally, whatever you’re doing. </li></ul><ul><li>Go on, give it a try. </li></ul><ul><li>No grand theories. </li></ul><ul><li>Don’t believe the hype. </li></ul><ul><li>Don’t get too comfortable. </li></ul>
  53. 56. Thank you [email_address] Skype me: glyndot
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Glyn Britton's presentation to Marketing Week's 'New Agency Models' conference on 10 December 2007.

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