Coordinating agencies aligning campaigns
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Explaining the best practices of how a traditional and digital media agency can partner to the ultimate benefit of the client. This presentation showcases the sensitivities that each side must address when "reaching across the aisle" and will help with avoiding the politicking and counter-positioning that often mars a broad cross channel engagement. Using real client this presentation shows how a truly holistic approach to advertising yields exponential benefits to both the agencies involved and the clients' bottom line. -Understand the best practices that make up a traditional/digital partnership. -Identify the shared learnings and aggregate success metrics to tell that the partnership is working. -Learn how to avoid budget jockeying and political shenanigans. -Determine what makes for a solid traditional/digital partner.
Transcript of Coordinating agencies aligning campaigns
Founded in 1999.
Leading full-service digital agency within Interpublic.
800 employees across all interactive disciplines.
About Huge.
Brooklyn.Los Angeles.
Rio de Janeiro.
London.
2.
San Francisco.Portland.
Washington DC.Atlanta.
Brasilia.
Our approach.Great user experiences are what drive business performance and
marketing.
AdAge A-List for 2012Top ten agencies as ranked by AdAge, across all marketing disciplines.
Social media agency of the year2011 and 2012 by OMMA / MediaPost.
Most innovative agencyfor 2012 by Digiday and One of Five for 2011 by Mashable.
Capabilities
Agenda:1. Environmental changes.
2. Larger strategic concerns. 3. Coordination tactics.
Environmental change.
“Search, Social & Content Has
Merged into a Single Process”
-Kevin Gibson
Every person, brand, group, and campaign must have a digital
version of itself in addition to thier real world component.
Be these guys.
Comet SoLoMo: Social / Local / Mobile
Strategic concerns.
Feuding agencies.
“Integrated marketing
campaigns”Search agencies
Paid mediaSocial
Development
Promotion
“Full service agencies”
Mobile LocalAPIs
Strategy / Design agencies
Strategy, UX, Content Strategy, Visual Design
• “They understand the big picture / strategy”
• Have access to the capital budgetSearch agencies
• “They understand media & how to promote”
• They have access to marketing budget
Strategy / Design Agencies
Where does ‘promotional’ budget live?
$
Marketing is becoming more strategic and holistic. Agencies,
responsibilities, budgets and allocations need to change.
But how?
Agency coordination.
Agency management
On-site
Digital media
Social media
Web analyticsEngagement
metrics
Branding metrics ROI
Traditio
nal
Paid
Digital Paid
Digital
‘Earned’
Traditional media
Digital Owned
Create an agency plan that addresses:
Holistic agency management.
• Mobile / local search / landing pages
• Local 3rd-party sites (G+ local, Yelp, etc.)
• Contextual and targeted media (long tail biddable)
• Content marketing (video, images)
• Social media (promoted posts)
• App discovery (API / open data / semantic markup)
• News and Syndication discovery (Press releases,
syndication)
• KPIs that cross digital, traditional, and agency lines
Build-in all these new search and discovery tactics at the
start of campaign or site strategy.
Smart brands make them a strategic component of the
site or campaign build.
Don’t bolt it on.
[email protected] Main St. #220 Brooklyn, NY 11201+1 718 625 4843
