What the Agency of 2020 Looks Like
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Transcript of What the Agency of 2020 Looks Like
The Agency of 2020
What marketing will look like in 10 years’ time*
*The crackpot opinion of one agency boss
Let’s get to know each other
Digital has changed marketing.
Because digital is different
“...we have found that because people spend microseconds before they make decisions on the internet, being plain spoken really works”
@dlawee | David LaweeVP Corporate Development at Google
Consumers are in control
Digital is local…
Just over 8 millionSouth Africans online
11 million South Africans have had an internetexperience on a mobile phone .
6 586 260 Egyptians
3 799 340 South Africans2 991 200 Nigerians1 037 860 Kenyans
But above all, digital is NOT a channel. And that changes everything.
Digital fills every facet of our lives
What is the impact of all this on the marketing/advertising/communications industry?
The biggest agencies 40 years ago
The biggest agencies 20 years ago
Then the web happened
The biggest agencies today
It took a external economic change to achieve this
And now that digital is taking root in our lives, the change is happening faster
In developed economies, marketing spend on digital is nearing 40%
SA is only about 4%, but growing fast
4 actors in the marketing game
The Big Dogs
The Specialists
The New Kids on the Block: digital agencies
…and of course the beautiful, adventurous Client with their precioussssssss budget
Who, at the end of the day just wants one thing
Prediction: The term “digital agency” won’t exist in 2020
Agencies that aren’t digital will be dead
At the moment we’re all frenemies in the quest for the client
But the Big Dogs and the New Kids are on a collision course
With scale, resources and deep Client relationships, the Big Dogs definitely have the upper hand
The New Kids are small and learning as they go, but they are native to this new marketing paradigm.
Digital is in the way they think
The Big Dogs will build and mostly buy their digital competencies.
The New Kids will do the same from the other direction although they will mainly build.
Who will be the victor?
Can an immigrant become a native?
Can David beat Goliath?
It is not the strongest species that survive nor the most intelligent, but ones most responsive to change.
Darwin
So what will the agency of 2020 look like?
They will work on performance
To get this right, they will be data driven
They will look at creativity differently
Idea
Aesthetics
Tech
The agency of 2020 will understand how to create, curate and communicate content
Because through brand platforms, their clients will increasingly become publishers
OWNEDOWNEDEARNEDEARNEDPAIDPAID
3 types of media
• Your website• Your Facebook
page• Your Twitter
stream• Your database• Your physical
store• Your events• Your brochures
• Your website• Your Facebook
page• Your Twitter
stream• Your database• Your physical
store• Your events• Your brochures
• Word of mouth• PR• Online mentions• Fan content on
your Facebook page
• Brand mentions on twitter
• Word of mouth• PR• Online mentions• Fan content on
your Facebook page
• Brand mentions on twitter
Adverts in:• TV • Print• Radio• Online• Outdoor
Sponsorships
Adverts in:• TV • Print• Radio• Online• Outdoor
Sponsorships
EARNEDEARNED
Reach vs. Control
OWNEDOWNED
PAID FORPAID FOR
CONTROL
REACH
EARNED
EARNED
EARNED
EARNED
Impact over time
TIME
IMPACT
OWNEDOWNED
PAID FOR
With technology as the enabler to this type of creativity, the agency of 2020 will have a Client facing Chief Technology Officer
The successful agencies of 2020 will be big and genuinely 360
Just like today and just like in 1971
They will do a lot more production in house
But they will spread their workload globally both within and outside their groups
They will tap into the crowd where necessary
They will be organised by client not by discipline
Client Group(Family)
Client Services
Client Need / Requirements
Brief – 12 hoursBrand Custodians
THINKName/Surname
CREATEName/Surname
ENGAGEName/Surname
OPTIMISEName/Surname
Creative Brief
THINKName/Surname
CREATEName/Surname
ENGAGEName/Surname
OPTIMISEName/Surname
Project Management Project Management Project Managem ent
Account Management Account Management Account Management
Brand Teams
Name/Surname
Name/Surname
Name/Surname
Name/Surname
Idea
tion
Pro
duct
ion
Project Management
KICK OFF KICK OFF KICK OFF
Deployment
Sign Off
They will have their own “products”
And most importantly…
They will still valuethe BIG IDEA above all else
Thank youwww.quirk.biz/heavychef