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The Evolution of a Visual Agency - Matt Wurst, 360i

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The Evolution of a Visual Agency - Matt Wurst, 360i

  1. 1. PROPRIETARY & CONFIDENTIAL 1 The Evolution of a Visual Agency Matt Wurst VP, General Manager – 360i @mwurst @360iSocial
  2. 2. PROPRIETARY & CONFIDENTIAL 2 We create breakthrough work that shows iconic brands how digital can drive the bottom line 2
  3. 3. PROPRIETARY & CONFIDENTIAL 3
  4. 4. PROPRIETARY & CONFIDENTIAL 4 Digital Content: Then and Now Creative Agencies Grey Ogilvy Y&R W&K BBDO Digital Natives 360i Razorfish Droga5 Digitas R/GA Media Agencies SMG OMD Carat Zenith Mediacom Social Upstarts MRY Deep Focus Vayner We Are Social Big Fuel Public Relations Edelman Weber Fleischman Ketchum
  5. 5. PROPRIETARY & CONFIDENTIAL 5 Digital content used to look like this. (Circa 2010)
  6. 6. PROPRIETARY & CONFIDENTIAL 6 Listen Strategize Develop Plan PublishPromote Moderate Measure Optimize One person could do everything.
  7. 7. Things are changing. Marketers Consumers
  8. 8. PROPRIETARY & CONFIDENTIAL 8 Key platforms and consumer behaviors evolve constantly… as so do we Growth Digital Marketing Targeting Tools Active Users Brand Presences Content Quality Ad Offerings Cost To Market Research Tools Global Markets Publishing Tools Reporting Tools Organic Reach Earned w/o Paid “Free” Marketing Results
  9. 9. PROPRIETARY & CONFIDENTIAL 9 A digitally-centered model with integrated creative & media is more efficient & effective CONNECTED PLANNING CONTENT EXECUTION AMPLIFICATION MEASUREMENT Leverage Insights, Media, Analytics & Social Marketing experts in the digital strategy & media planning process Shift the balance in how brand creative is conceived, created, published & monitored Target content to audiences based on demo & interest categories, declared affiliations, behaviors, locations & devices Measure effects of media touch-points & individual content units against business results; & how they work in combination
  10. 10. PROPRIETARY & CONFIDENTIAL 10 So how do we get there? WHO WHAT WHERE WHEN WHY
  11. 11. Who are we talking to?
  12. 12. PROPRIETARY & CONFIDENTIAL 12 Consumer Insights
  13. 13. PROPRIETARY & CONFIDENTIAL 13 White space for the trademark
  14. 14. PROPRIETARY & CONFIDENTIAL 14 Revitalized a heritage brand & driving sales during a category slow period WAKE UP & SMELL THE BACON 14 UNSUNG BACON BACON BARTER SAY IT WITH BACON
  15. 15. PROPRIETARY & CONFIDENTIAL 15
  16. 16. What is our content strategy?
  17. 17. PROPRIETARY & CONFIDENTIAL 17 Industries are being thrown upside-down as the internet trifecta has reached critical mass. CONTENT Provided by Consumers & Pros COMMUNITY Context & connectivity created by & for users COMMERCE Products tagged & ingested for seamless purchase 27,000,000+ Pieces of content are shared every day
  18. 18. PROPRIETARY & CONFIDENTIAL 18 From FLOW… …to CAMPAIGNS MICRO/MINI • Social-mostly • Requires enhanced planning / ideation • Have start & end dates BRAND/MACRO • Lives across broader platforms • Larger production budgets ALWAYS-ON • 1-off “flow” posts • 4-6x/week • RTM: Planned & reactive • Unplanned media opportunities TOP-OF-MIND • Still “flow,” but not daily (lower freq) • Buckets/recurring themes • Posts must be hyper-targeted Fills up monthly content calendar Based off season/annual calendar We focus on campaigns to achieve both quantity and quality impressions
  19. 19. PROPRIETARY & CONFIDENTIAL 19 2013: Happy President’s Day!2014: Happy President’s Day!
  20. 20. PROPRIETARY & CONFIDENTIAL 20 2015: Happy President’s Day!
  21. 21. PROPRIETARY & CONFIDENTIAL 21 Break through visually Make your social more creative... …and make your creative more social.
  22. 22. PROPRIETARY & CONFIDENTIAL 22
  23. 23. Where are we engaging?
  24. 24. PROPRIETARY & CONFIDENTIAL 24 Establish roles for channels
  25. 25. PROPRIETARY & CONFIDENTIAL 25 RelevanceInspiration Rethink the unique value proposition of each channel – from digital and social to print and broadcast. Tips
  26. 26. When is the right time to post?
  27. 27. PROPRIETARY & CONFIDENTIAL 27 Right-time Marketing Be there where and when our target consumes and creates social content. Plan to plan Plan to react Respond
  28. 28. PROPRIETARY & CONFIDENTIAL 28 Oreo #SnackHacks Transforming Content into Cultural Movements THE INSIGHT: FOOD REMIXING THE CONTENT: SNACK HACKS ONGOING SUCCESS: IGNITE FOOD CULTURE MICHAEL VOLTAGGIO STARRY KITCHEN ROY CHOI
  29. 29. Why Instagram?
  30. 30. PROPRIETARY & CONFIDENTIAL 30 12% Financial Services 42% TV/ Entertainment 67% Luxury Retail 60% Luxury Automotive Instagram is the fastest-growing social platform for brands and marketers. 53% Quick Service Restaurant 24% Travel/ Leisure 23% Food/ Beverage 30% Beauty 21% Automotive 51% Clothing 30% Overall 21% Media News/33% Retail/ Consumer
  31. 31. PROPRIETARY & CONFIDENTIAL 31 Our target consumer s are there. 300MMactive users 60%international 15x greater engagement than Facebook 35% visit multiple times per day 76%American teens 53%ages 18-29
  32. 32. PROPRIETARY & CONFIDENTIAL 32 Balanced campaigns and flow It’s in our wheelhouse
  33. 33. PROPRIETARY & CONFIDENTIAL 33 We can easily adapt visual style to brand requirements.
  34. 34. PROPRIETARY & CONFIDENTIAL 34 Our evolution as a visual agency fits in perfectly with Instagram
  35. 35. PROPRIETARY & CONFIDENTIAL 35 So who’s doing it right…
  36. 36. PROPRIETARY & CONFIDENTIAL 36 And yes, of course, Oreo is here.
  37. 37. PROPRIETARY & CONFIDENTIAL Thank you! Matt Wurst @mwurst

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