This document summarizes the key points from a presentation on adapting to changes in the digital advertising industry. The presentation discusses four main areas that agencies need to focus on: self-concept, organizational culture/structure, workflow, and human resources. For self-concept, it emphasizes defining the agency's digital vision and products. For culture/structure, it recommends fostering innovation. For workflow, it questions whether linear processes need adjusting for digital platforms. And for human resources, it stresses the need for new competencies and training. The overall message is that agencies must adapt their thinking, teams, and ways of working to keep up with the evolving client briefs and digital landscape.

1. JWT HYPER ISLAND MC
BE IN THE DRIVER SEAT!
August 22th – 24th, 2012
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2. THIS SESSION‘S
OBJECTIVES
‣ TO DISCUSS THE CLIENT-SPECIFIC CHALLENGES WE‘RE FACING REGARDING DIGITAL CHANGE.
‣ TO LEARN FROM EARLY ADOPTERS WITHIN THE AD INDUSTRY.
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3. THINK ABOUT
THIS...
‣ WHAT‘S YOUR MOST CRITICAL DIGITAL WEAK SPOT?
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4. THE RED THREAD
IN THIS
PRESENTATION.
THOUGHT I
RAPID INNOVATION
INCREASES COMPLEXITY
THOUGHT II
THE ACTUAL NUMBER
OF MISTAKES GROW.
THOUGHT III
MISTAKES BECOME
MORE VISIBLE.
THOUGHT IV
YOUR CLIENTS CHANGE
YOU.
THOUGHT V
YOUR SELF-CONCEPT
MUST BE RETHOUGHT.
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5. MISTAKES BECOME MORE VISIBLE
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6. SOCIAL MEDIA
TECHNOLOGICAL
SHITSTORMS
DESASTER.
HURT BRAND
IMAGE.
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7. LACK OF KNOWHOW DESTROYS
VISIBILITY.
‣ ... ODER VIELLEICHT DOCH?
‣ LAUNCHED TO KILL – THE VERY EXPENSIVE INVISIBILITY COUP
‣ IT‘S NOT A PROBLEM TO BE STUPID, WE ALL ARE. LET‘S ADMIT IT!
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8. VAPIANO
‣ 150.000 UNIQUE WEBSITE USERS PER MONTH, STILL NO SOPHISTICATED WEB ANALYTICS.
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9. ‣ DIGITALIZATION MEANS MEASURABILITY. OF EVERYTHING. WE CAN‘T HIDE ANYMORE.
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10. KPI‘S ALONG THE
CONSUMER
PATHWAY.
Advertising and sales are more
and more directly connected.
NET-REACH
OTS
GRP
IMPRESSIONS
CLICK-RATES
COST PER CLICK
AWARENESS
INVOLVEMENT
ACTIVE
PURCHASE
CONSIDERATION
CONSUMPTION
RELATIONSHIP
BUILDING
ADVOCACY
INTERACTION RATE
SENTIMENT RATIO
REVIEWS
TOTAL SALES
BUZZRANK
COST PER ORDER
FANS & FOLLOWERS
SUBSCRIBERS/LEADS
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11. SLEEPING
BEAUTY
WAKING UP.
‣ OUR CLIENTS ARE GETTING NERVOUS. SOME OF THEM ARE EVEN SCARED.
‣ CLIENT #1 – I HAVE EVERYTHING UNDER CONTROL, I DON‘T MAKE MISTAKES. MY AGENCY DOES.
‣ CLIENT #2 – I KNOW THAT I DON‘T KNOW NOTHING. HELP ME THROUGH THESE TIMES.
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12. OUR CLIENT‘S
EXPECTATION.
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13. CHANGE STARTS WITH THE CLIENT BRIEF.
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14. MEDIA
RECOMMENDATION
DIGITAL
PLATFORM
REDUCE COST
PER ORDER BY
10%
CONSUMER
DECISION
JOURNEY
IMPROVE
BRAND IMAGE
ENLARGE
FACEBOOK
COMMUNITY
DEVELOP
BRAND
PLATFORM
INCREASE
SALES BY 15%
DEVELOP
MOBILE APP
WORD-OFMOUTH
ENCOURAGE
POSITIVE
PRODUCT
REVIEWS
DEVELOP
ENGAGING
CONTENT
DRIVE TRAFFIC
TO WEBSITE
15.000
NEWSLETTER
SUBSCRIBERS
360°
CREATE
BRAND
AWARENESS
‣ THE CLIENT BRIEFS BECOME MORE COMPLEX.
‣ NEW KPI`S, NEW SCORECARDS, AND NEW TASKS WILL CHANGE YOUR PRODUCT!
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15. THE BRIEFING‘S
CONSEQUENCES.
DEVELOP 360° BRAND
COMMUNICATION
PLATFORM
‣ We need to constantly
learn and hire new
competencies.
‣ We need to share
budgets.
‣ We earn less than we
did before.
DELIVER
COMMUNICATION
STRATEGY BASED ON
CONSUMER JOURNEY
‣ We have to become
better at
understanding the on& offline consumer.
‣ We have more work
with planning and
consulting.
ACHIEVE USER
INVOLVEMENT WITH
ENGAGING CONTENT
‣ We have to know
what‘s engaging.
‣ We have to become
entertainers rather
than advertisers.
‣ We‘ll produce and
curate content.
REDUCE COST PER
ORDER AND
INCREASE SALES
‣ We need to think
about buying
decisions, mechanics
and business solutions.
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16. BE IN THE DRIVER SEAT.
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17. # ONE
THE SELF-CONCEPT
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18. AKQA IS OFFERING SOCIAL IDEAS. WHAT ARE YOU DOING?
‣ From 2001 – 2003 AKQA has changed from a rather
strictly digitial practitioner to an all-round „ideasled“ agency.
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19. AKQA‘S CORE
SIX STRENGTHS
MODEL.
AKQA IS FOCUSING ON SOCIAL IDEAS.
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20. ANOMALY IP
We believe in the power and value
of ideas, consequently we develop,
incubate, invest in and curate new
ideas, products and properties.
WHAT IS YOUR BUSINESS MODEL?
‣ The agency does not sell time or keep timesheets, but
instead bills on the value of the output, not the cost of
the input.
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21. RG/A – THE
AGENCY FOR THE
DIGITAL AGE.
“Here, we’re trying to look at a more
integrated model for how new
products and services can work more
closely together through technology.”
‣ Full Service Digital Agency integrating Planning, Media, Artwork and Technology
‣ Combining platform development, marketing solutions and campaigns
‣ New Services: Consulting, Product Innovation, Branded Entertainment
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22. NEW MEDIA SPECTRUM
WHAT SERVICES
WILL YOU OFFER
ALONG DIGITAL
MEDIA?
Owned Media
Bought Media
Display Ads
SEM
Online PR Cooperations Platforms Multscreen eCommerce
?
Earned Media
CRM
Social Media
WHAT IS YOUR SELF-CONCEPT?
IDEA DEVELOPMENT
DIGITAL STRATEGY
CONTENT / RICH MEDIA
INTERACTIVE DESIGN
TECHNOLOGY / CODING
ANALYTICS
MEDIA
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23. # TWO
ORGANIZATIONAL
CULTURE AND STRUCTURE
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24. Labs is BBH‘s global innovation unit. We‘re tasked
with pioneering new outputs and approaches: exploring
emerging platforms and behaviours on behalf of
brands, and developing new agency models along the
way. Our overall ambition is to find ways in which
marketing innovation can be a powerful force for good
(more engaging, more sustainable, more exciting).
We‘re particularly interestested in:
BBH INNOVATION
LABS
Marketing Skunkworks – new models around
technology, entertainment and brands.
‣ Innovative new forms of creativity
‣ Novel approaches that are rapid,
iterative & curatorial
‣ The mashup of thinking from radically
different sources & industries
‣ Sustainable marketing at scale
‣ Co-creation and mass collaboration
‣ Social ideas and how they propagate
‣ Marketing as product or service
‣ AI
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25. RG/A
ORGANIZATIONAL
STRUCTURE.
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26. WHAT‘S GOING
TO HAPPEN TO
FULL SERVICE?
Cross
Discipline
Expert
A
A
Full Service
Is it still
possible?
CULTURE OF
Strong
Nukleus +
Speciali
-zation
INNOVATION FOSTERS INNOVATION.
Preferred
Partner A
Expert
B
Quality
Freelance
Pool
Preferred
Partner B
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27. DROGA 5 AND
PARTNERSHIP.
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28. # THREE
WORKFLOW
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29. THINK CREATIVE
PLATFORMS AND
CAMPAIGNS?
A CULTURE OF INNOVATION FOSTERS INNOVATION.
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30. DO WE NEED TO
ADJUST LINEAR
PROCESSES?
Core idea
ready
Optimized process “Integrated campaign”
Brief
Planning insights
Media insights
Channel interplay
Strategic routes
Rebrief
Production
Creative brief (cross channel)
Strategic
routes
Nuggets
Media independent
core idea
Idea development
Off- and online
Planning insights
Strategic routes
Consumer pathway
Channel planning
Communication strategy
Rebrief
Strategic
Routes
Marketing /
Business
Solutions
Creative Brief
(cross channel)
Finetuning
of activities
Client
presentation
Final approval
New process “Creative Platforms”
Brief
Final approval
Marketing concept ready
Development of an
Integrated marketing
concept
Idea development
Online / offline
Media Mix
Activity planning
Production
Client
presentation
Finetuning
of activities
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31. AKQA WORKFLOW
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32. AGILE CREATIVITY.
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33. AGILE PROJECT
MANAGEMENT:
SCRUM.
A CULTURE OF INNOVATION FOSTERS INNOVATION.
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34. # FOUR
HUMAN RESOURCES
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35. “With the appointments of Jeff Benjamin and Mike Geiger, JWT
solidifies its position as the only agency that can deliver creativity
and execution at the intersection of Silicon Alley, Madison Avenue
and Hollywood.”
WILL HIRING THE BEST BRAINS SOLVE ALL OUR PROBLEMS AT ONCE?
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36. IT‘S A WAR FOR
TALENT!
‣
‣
‣
‣
HR PEOPLE WILL HAVE TO ADD SALES SKILLS TO HIRE AND KEEP PEOPLE.
PERMANENT TRAINING (ALSO HR).
BUILD HIGH QUALITY NETWORKS WITH PREFERRED PARTNERS AND FREELANCERS.
MORE SOPHISTICATED AND AD HOC KNOWLEDGE / PEOPLE SOURCING / SOCIAL RECRUITING
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37. LET‘S DO SOME GROUP WORK!
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38. Document your group discussion on
Google Docs! Here‘s the link:
http://bit.ly/jwt_change6
FOUR IMPORTANT
AREAS FOR
CHANGE.
The Self-Concept
Organizational Culture & Structure
‣
‣
‣
‣
‣ How you can you establish a culture fostering
innovation?
‣ What structure would help you improve your
worklife?
What‘s your (digital) vision for JWT?
What‘s your product in the future?
What can you do to bring it to life?
What are the cash cows you have to secure?
DISCUSS THESE QUESTIONS IN YOUR GROUPS FOR 30 MINUTES.
Workflow
Human Resources
‣ How do you need to improve your way of working
to develop creative digital platform solutions?
‣ Any other innovative ideas to approach your
workflow?
‣ What people / competencies do we need?
‣ What can we do to educate our people?
‣ How can we integrate people, who think outside of
the box?
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39. Thanks for listening!
THE MAIN GMBH
Hannes Ley
Holstentwiete 15
D-22763 Hamburg
+49 (0) 40 29 81 20 77 40
ley@themain.de
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