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Agencies in 2015

Agencies in 2015A North

AmericanPerspective

A North American

Perspective

20072007On the On the brinkbrink

of an of an

explosioexplosionn

Years to reach 50 million users

Years to reach 50 million users

Source: AMRP 2010

Technology

TechnologyFacebookFacebookRelevanceRelevance

InsightsInsightsPrivacyPrivacyCommon

InterestsCommon Interests

Social CommerceSocial Commerce

GeotargettingGeotargetting

Mobile BrowsingMobile Browsing

Community

CommunityPerformance Based

CompensationPerformance Based

Compensation

Common InterestsCommon Interests

EngagementEngagement

RelevanceRelevance

Measurability

Measurability

Change inSpendingon Social Media

Change inSpendingon Social Media

Source: PRIMIR, “Trends and Future of Direct Marketing 2010-2013”

TalentTalentBloggerBlogger

PodcasterPodcasterSocial Media Account

ManagerSocial Media Account

Manager

Chief Cultural Officer

Chief Cultural Officer

Mobile Apps Developer

Mobile Apps Developer

SE MarketerSE Marketer

Community ManagerCommunity ManagerWeb Analytics Specialist

Web Analytics SpecialistDirector of Social

MediaDirector of Social

Media

SEO Specialist

SEO Specialist

TalentTalentResearch in MotionResearch in Motion

GoogleGoogle

MicrosoftMicrosoft

Art School

Art School

Internet Start-upInternet Start-up

Film SchoolFilm School

TalentTalentDiversityDiversity

FacebookFacebook

LinkedInLinkedIn

TwitterTwitterInclusionInclusion

Talent DeficitTalent Deficit• Amplified by technology

• Compensation gap

• Engagement in culture as offset

• Investment in career planning, innovation and fun

• Amplified by technology

• Compensation gap

• Engagement in culture as offset

• Investment in career planning, innovation and fun

Integration

Integration

Above the lineAbove the line

Below the lineBelow the line

Mass/TraditionalMass/Traditional

DigitalDigital

Media AgnosticMedia Agnostic

Integration

Integration

Brand ExperienceBrand ExperienceIntegrato

rsIntegrato

rs

Seamless CampaignsSeamless

CampaignsMultidisciplinar

yMultidisciplinar

y

Touch-pointsTouch-points

ROIROI

Brand Curatorship

Brand Curatorship

Campaign MeasurementCampaign Measurement

Adaptability

Adaptability

Cross Marketing PlatformsCross Marketing Platforms

Direct MarketingSpendingDirect MarketingSpending

Source: PRIMIR, “Trends and Future of Direct Marketing 2010-2013”

$ Billions

Print-BasedDirect MarketingActivity

Print-BasedDirect MarketingActivity

Source: PRIMIR, “Trends and Future of Direct Marketing 2010-2013”

ImplicationsImplications• No isolated print DM

• mcommerce, ecommerce, icommerce, instore

• Changing role of ePR

• New account management skills and models

• Greater need than ever before for insights

• No isolated print DM

• mcommerce, ecommerce, icommerce, instore

• Changing role of ePR

• New account management skills and models

• Greater need than ever before for insights

“ The urgency behind engaging in relevant dialogue, powered by consumer insight and enabled by elegant technology to every consumer channel, is more critical and complicated than ever before.”

“ The urgency behind engaging in relevant dialogue, powered by consumer insight and enabled by elegant technology to every consumer channel, is more critical and complicated than ever before.” - Brian Kennedy, President - CEO,

Epsilon- Brian Kennedy, President - CEO, Epsilon