Few & Long Or Many & Quick. 13 points for how to build an agency that might survive.

1. Few & Long or Many & Quick
How advertising needs to change not only
its product but is process
August 2009
©GRJ 2009

2. A Big Fat Caveat
This is my opinion and whilst I have
used Ogilvy initiatives as examples
to illustrate points, the views
expressed in this deck are mine.
©GRJ 2009

3. Because The World Is Changing…
• Due to deep changes in technology, demographics, business, the economy and
the world, we are entering a new age in which people take part in the
economy like never before.
• The growing accessibility of information technologies puts the tools required
to collaborate, create value and compete at everybody’s fingertips. Not only
consumers but advertising agencies, marketers and their staff.
• While hierarchies are not vanishing, profound changes in the nature of
technology, demographics and the global economy are giving rise to powerful
new models of production based on community, collaboration and self-
organization rather than on hierarchy and control.
• Smart companies are encouraging, rather than fighting, the heaving growth of
massive online communities. As a growing number of firms see the benefits of
mass collaboration, this new way of organizing will displace the traditional
corporate structures as the economy’s primary engine of wealth creation.
©GRJ 2009

4. Web 2.0
7/3/8
©GRJ 2009

5. Web 2.0
WRITE
Web 1.0
READ
©GRJ 2009

6. Evolving Consumer
ME
CREATE
CONTROL
COLLABORATECHALLENGE
©GRJ 2009

7. AUDIENCE PRODUCT - EXPERIENCE
PLACE - EVERYWHERE
PRICE - EXCHANGE
PROMOTION - EVANGELISM
Marketing Changing - From 4 Ps To The 4Es
©GRJ 2009

8. Marketing 2.0 Needs Agency 2.0
• Linear process
• Siloed departments
• Siloed disciplines
• Cross country issues
• Moving parts increases
• Cost of interaction increases
©GRJ 2009

9. A Few Have Tried….
A Mythical & Fundamentally Evil Creature??
©GRJ 2009

10. But Now Is The Time…
OLD
STATUS
QUO
NEW STATUS
QUO
FOREIGN
ELEMENT
TRANSFORMING
IDEA
INTEGRATION &
PRACTICE
CHAOS
TIME
EFFECTIVENESS
Satir Theory ©GRJ 2009

11. McKinsey, Leading Through Uncertainty, December 2008, Bryan &Farrell
“This may be the time to destroy the vertical organizational structures,
retrofitted with ad hoc and matrix overlays, that encumber companies
large and small.
Such structures can burden professionals with several competing bosses.
Internecine battles and unclear decisions are common.
Turf wars between product, sales, and geographic managers kill
promising projects. Searches for information aren’t productive, and
countless hours are wasted on pointless e-mails, telephone calls, and
meetings. “
©GRJ 2009

12. Marketing 2.0
EXPERIENCE
EVERYWHERE
EXCHANGE
EVANGELISM
EXCHANGE
Consumer 2.0
CREATE
COMMUNITY
CHALLENGE
CONTROL
PARTICIPATE
Web 2.0
WRITE
Agency 2.0
FOCUS
DIGITAL HEART/
DISCIPLINE HEAD
DELIVERY
CROWDSOURCE
PARTNER ECOSPHERE/
UBER-PRODUCERS
RESOURCE LAYER
PEOPLE
T-SHAPED PEOPLE
SKILL/WILL
THIN AGENCY
FINANCE
IP OWNERSHIP
FLOATING FIVER
STRATEGY
INVESTMENT MKTG
CUSTOMER JOURNEY
CONSTANT BETA
DATA, DATA, DATA
FLUID
©GRJ 2009

13. Focus
Agency 2.0
FOCUS
DIGITAL HEART/
DISCIPLINE HEAD
DELIVERY
CROWDSOURCE
PARTNER ECOSPHERE/
UBER-PRODUCERS
RESOURCE LAYER
PEOPLE
T-SHAPED PEOPLE
SKILL/WILL
THIN AGENCY
FINANCE
IP OWNERSHIP
FLOATING FIVER
STRATEGY
INVESTMENT MKTG
CUSTOMER JOURNEY
CONSTANT BETA
DATA, DATA, DATA
FLUID
©GRJ 2009

14. Discipline Head / Digital Heart
Branding
Direct
Reputation Management
Activation
Media
D I G I T A L
online/outdoor/social/mobile/entertainment
©GRJ 2009

15. Delivery
Agency 2.0
FOCUS
DIGITAL HEART/
DISCIPLINE HEAD
DELIVERY
CROWDSOURCE
PARTNER ECOSPHERE/
UBER-PRODUCERS
RESOURCE LAYER
PEOPLE
T-SHAPED PEOPLE
SKILL/WILL
THIN AGENCY
FINANCE
IP OWNERSHIP
FLOATING FIVER
STRATEGY
INVESTMENT MKTG
CUSTOMER JOURNEY
CONSTANT BETA
DATA, DATA, DATA
FLUID
©GRJ 2009

16. A. G. Lafley - CEO, Procter & Gamble
“No company today, no matter how large or how global, can innovate fast
enough or big enough by itself. Collaboration - externally with consumers
and customers, suppliers and business partners, and internally across
business and organization boundaries - is critical. “
©GRJ 2009

17. Many & Quick
“The act of taking a job traditionally performed by a designated agent and outsourcing
it to an undefined, generally large group of people in an open call.” Jeff Howe, Wired
©GRJ 2009

18. Brainz
Example:
Ogilvy’s Internal Crowdsourced Advertising Process
©GRJ 2009

19. Crowdsourced Example
Kodak Snow Stories
•
Text “Ogilvy”
to 60999
WebsiteVillage Installation
Mobile App
©GRJ 2009

20. Uberproducer/Ecosphere Preserves Creative &
Strategic Control & Delivers Best Of Breed Production
Central
Management
Creative & Strategy
In House
Production
Uber Producers
3rd Party
Production
Specialists
Ecosphere
©GRJ 2009

21. Uberproducer/Ecosphere Example
Fanta Stealth Sound System
www.m.fanta.eu
Video Ad
©GRJ 2009

22. Resource Layer
TRAINING EXPERTS TOOLS
Entertainment Mobile
Innovation
Free Radicals
Social
©GRJ 2009

23. People
Agency 2.0
FOCUS
DIGITAL HEART/
DISCIPLINE HEAD
DELIVERY
CROWDSOURCE
PARTNER ECOSPHERE/
UBER-PRODUCERS
RESOURCE LAYER
PEOPLE
T-SHAPED PEOPLE
SKILL/WILL
THIN AGENCY
FINANCE
IP OWNERSHIP
FLOATING FIVER
STRATEGY
INVESTMENT MKTG
CUSTOMER JOURNEY
CONSTANT BETA
DATA, DATA, DATA
FLUID
©GRJ 2009

24. “The illiterate of the 21st century will not be those who cannot read and
write, but those who cannot learn, unlearn and relearn”
Alvin Toffler “Rethinking the Future”
©GRJ 2009

25. Afew T-Shaped People Beat Many I-Shaped People;
Delivering More Efficient and Better Work
Dave Armano
©GRJ 2009

26. REWARDRETRAIN
ENTHUSEMIGRATE OUT
HIGHLOW
HIGHLOW
DOING GOOD DIGITAL/INNOVAT IVE WORKNOT DOING DIGITAL/INNOVAT IVE WORK
DOING AVERAGE DIGITAL/INNOVAT IVE WORKNOT DOING DIGITAL/INNOVAT IVE WORK
ATTENDING TRAINING
ACTIVE IN WEB 2.0
NOT ATTENDING TRAINING
NOT ACTIVE IN WEB 2.0
SKILL
WILL
ATTENDINGTRAINING
ACTIVE IN WEB 2.0
Skill & Will Cull
NOT ATTENDING TRAINING
NOT ACTIVE IN WEB 2.0
©GRJ 2009

27. A Thin Digital Agency Consulting Into Existing Structures
Allows More Efficient Use of Scarce Resources
Digital
Strategy
Digital
Creative
Digital
Producer
Digital
Technology
Existing Account
Structure
©GRJ 2009

28. A Thin Agency Example:
Samsung Global Music Microsite
GILES
STRATEGY
MATT
FREELANCE
PRODUCER
MATHER
TRADITIONAL
ACCOUNT
TEAM
UNIT 9
3RD PARTY
CREATIVE
TREATMENT &
PRODUCTION
BO
CREATIVE
DIRECTOR
Samsung Mobile Music
©GRJ 2009

29. Finance
Agency 2.0
FOCUS
DIGITAL HEART/
DISCIPLINE HEAD
DELIVERY
CROWDSOURCE
PARTNER ECOSPHERE/
UBER-PRODUCERS
RESOURCE LAYER
PEOPLE
T-SHAPED PEOPLE
SKILL/WILL
THIN AGENCY
FINANCE
IP OWNERSHIP
FLOATING FIVER
STRATEGY
INVESTMENT MKTG
CUSTOMER JOURNEY
CONSTANT BETA
DATA, DATA, DATA
FLUID
©GRJ 2009

30. Floating Fiver Between Disciplines
Ensures Specialist Resources Are Available To Everyone
Ad Direct Action
COLLABORATION
FUND
PR
©GRJ 2009

31. IP Ownership
£££
£
BRAND
&
©GRJ 2009
AGENCY

32. Ogilvy Black Hole
Example: IP Ownership
©GRJ 2009

33. Strategy
Agency 2.0
FOCUS
DIGITAL HEART/
DISCIPLINE HEAD
DELIVERY
CROWDSOURCE
PARTNER ECOSPHERE/
UBER-PRODUCERS
RESOURCE LAYER
PEOPLE
T-SHAPED PEOPLE
SKILL/WILL
THIN AGENCY
FINANCE
IP OWNERSHIP
FLOATING FIVER
STRATEGY
INVESTMENT MKTG
CUSTOMER JOURNEY
CONSTANT BETA
DATA, DATA, DATA
FLUID
©GRJ 2009

34. 80/20 Investment Marketing
MARKETING OBJECTIVES
80% 20%
PROVEN VEHICLES EXPERIMENTS
MESSAGE
MEDIA
SPENDS
MEDIA, MESSAGE, SPEND MIX
WELL STRUCTURED
TEST PROTOCOLS
McKinsey ©GRJ 2009

35. Example: 80/20 Investment Marketing Ogilvy Lab
Ogilvy Mobile Day
Ogilvy Labs
©GRJ 2009

36. Investment Marketing Example:
IBM Wimbledon
Bluetooth
Airline
Seat Back
Digital
Outdoor
Motion
Sensitive Screen
Scores In
Banner
©GRJ 2009

37. Working Across The Customer Journey Ensures
Consistency
Awareness AdvocacyPurchaseConsideration
Repeat
Purchase
Insight
Strategy
Channel/
Creative
Measurement
©GRJ 2009

38. Constant Beta – Fire, Ready, Aim
Get Into The Market Place Fast And Optimise When There
TIME
CAMPAIGNEFFECTIVENESS
©GRJ 2009

39. Data, Data, Data - Measure Everything & Connect It
Where Possible
Impressions/Viewed
#
Clicked/Responded
#
Action/Activity
#
Arrived
#
Brand Awareness
Message
Association
Purchase
Consideration
Brand
Favourability
Conversion
%
Repeat
Purchase
#
Advocacy
#
Likelihood to
Recommend
Purchase
#
CostperAction
£
Earned media
Offline & Online
media mentions
Word of Mouth
# posts/blog
mentions
Mentions per
user
Inbound links
Send to friend
Search
Increased
searches
Higher search
results
Greater results
share
©GRJ 2009

40. Marketing 2.0
EXPERIENCE
EVERYWHERE
EXCHANGE
EVANGELISM
EXCHANGE
Consumer 2.0
CREATE
COMMUNITY
CHALLENGE
CONTROL
PARTICIPATE
Web 2.0
WRITE
Agency 2.0
FOCUS
DIGITAL HEART/
DISCIPLINE HEAD
DELIVERY
CROWDSOURCE
PARTNER ECOSPHERE/
UBER-PRODUCERS
RESOURCE LAYER
PEOPLE
T-SHAPED PEOPLE
SKILL/WILL
THIN AGENCY
FINANCE
IP OWNERSHIP
FLOATING FIVER
STRATEGY
INVESTMENT MKTG
CUSTOMER JOURNEY
CONSTANT BETA
DATA, DATA, DATA
FLUID
©GRJ 2009

41. Speaking
OgilvyEntertainment
Ogilvy Labs
Hong Kong
Digital
Saatchi & Saatchi
Founder AgencyRepublic
Agency.com
interactivemarketingtrends
American Express
DHL
Planner
Training
British Airways
Innovation
BT
Mobile Marketing
Consultant
Social Media
www.slideshare.net/gilesrhysjones
Giles.RhysJones@ogilvy.com
@ogilvy
Unilever
©GRJ 2009