Sleeping with the enemy Is the age of collaboration really here ? 90s2010 1.

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Presentation transcript:

Sleeping with the enemy Is the age of collaboration really here ? 90s2010 1

2

20 th Century Agencies 3

Dated self serving structures CLIENT Planning Team Buying Communications Planners Insights Competitive Research Syndicated Research Multicultural Digital Analytics Word of Mouth Search Engine Marketing Search Engine Optimizatio n Analytics Social Marketing Entertainment Sponsorship Retail B2B Promotions Direct Mobile Gaming Planning Team Digital Team TVRadioDigital NewspaperOOHMagazine 4

The world of creative agencies 5 What’s media?

Compete, not collaborate 6

Lack of ability to demonstrate tangible value add outside of ‘cost’ and ‘price’ 7

Procurement to complicate this volatile mix 8

9

10

Our new marketing reality 11 Paid Owned Earned Paid Owned Earned From….. To…..

“What are WE going to SAY TO these people?” 12

“What are these people going to SAY about US?” 13

…. with a singularity of idea (that you would love to share TM ) 14

So how will clients brief in the future? 15 “Get me 20% Revenue Growth” 2012 “But we need to fulfil our monthly orders…” “…and don’t let my brand get trashed on twitter”

So what do we have to do? 16 Effective targeting Adaptive marketing Link our outputs to outcomes

The enablers Expertise in analytics Mastering data and technology 17

CULTURAL DYNAMIC BRAND DYNAMIC IDEA YOU LOVE TO SHARE 18 CO - CREATION

19 Surround,not push From campaign to experience management From segmented audiences to individuals ADAPTIVE MARKETING

20 IDEAS adaptable to all channels INTERACTION between brands & consumers INTELLIGENCE for real time insights on customer behaviour 3 I’s of ADAPTIVE MARKETING

21 Create versatile ideas Channel diversity Media specific creativity Agile, iterative process

22 Map out consumer interactions Generate conversations in all media Seamless brand experience across channels Track and respond

23 Define success through customer intelligence Understand implications of behaviour Track individual customer value Turn intelligence into action

What does it take to make this happen? 24

What does it take, to make this happen? 25