This document discusses the future of advertising agencies. It begins by providing background on Rei Inamoto and his predictions for the future of agencies. It then outlines three key areas for agencies to focus on - structure, compensation, and process. For structure, it suggests agencies move toward more flexible structures like tech startups. For compensation, it discusses moving away from hourly billing toward other models. For process, it advocates adopting a 360-365 continuous process like some tech companies. The document concludes by stating these three factors will be important for agencies going forward.

1. The FUTURE of
Ad Agencies
ᗈ࿌䛾ᮍ᮶䛿䕿䕿䛷䛒䜛
㻞㻜㻝㻟㻚㻜㻞㻚㻞㻤㻌
➨㻢㻤ᅇ㻶㻭㻭㻭䜽䝸䜶䜲䝔䜱䝤◊✲఍
᪥ᮏ䛾ᮍ᮶䛸㻞㻝ୡ⣖䛾䜽䝸䜶䜲䝔䜱䝡䝔䜱䞊
䝇䝢䞊䜹䞊
䝺䜲䞉䜲䝘䝰䝖䈊
䠄㻭㻷㻽㻭㻌䝏䞊䝣䜽䝸䜶䜲䝔䜱䝤䜸䝣䜱䝃䞊䠅

2. Question?
ᗈ࿌䠄௦⌮ᗑ䠅䛾ᮍ᮶䛿䕿䕿䛷䛒䜛

3. 䝺䜲䞉䜲䝘䝰䝖䛳䛶ఱ⪅䠛
Who is Rei Inamoto ?

4. 䇾ᗈ࿌⏺䇿䛾䜲䝏䝻䞊
䝺䜲䞉䜲䝘䝰䝖䠄✄ᮏ㞽䠅䈊
䛂㻭㻷㻽㻭䛃䝏䞊䝣䞉䜽䝸䜶䜲䝔䜱䞂䞉䜸䝣䜱䝃䞊䠋䞂䜯䜲䝇䞉䝥䝺䝆䝕䞁䝖
㻞㻜㻝㻞ᖺ䛄㻯㼞㼑㼍㼠㼕㼢㼕㼠㼥䛅ㄅ䛂ୡ⏺䛾᭱䜒ᙳ㡪ຊ䛾䛒䜛㻡㻜ே䛃䛾䜂䛸䜚䛻㑅䜀䜜䜛䛺䛹
ୡ⏺䜢⯙ྎ䛻ά㌍䛧䛶䛔䜛䜽䝸䜶䜲䝔䜱䝤䝕䜱䝺䜽䝍䞊
䜹䞁䝚ᅜ㝿ᗈ࿌⚍䝃䜲䝞䞊䝷䜲䜸䞁㔠㈹䜔
䝙䝳䞊䝶䞊䜽䞉䜰䞊䝖䝕䜱䝺䜽䝍䞊䝈䜽䝷䝤㔠㈹䛺䛹
ከᩘ䛾㈹䜢ཷ㈹䚹⌧䝙䝳䞊䝶䞊䜽ᅾఫ
䛂ᗈ࿌䛾ᮍ᮶䛿ᗈ࿌䛷䛿䛺䛔䚹䛃

5. Chapter.01
䛹䛖䜔䛳䛶ᮍ᮶䜢⪃䛘䜛䠛

6. 㻡ᖺ๓䛾⮬ศ䛜௒䛾᫬௦䜢᝿ീ䛷䛝䛯䛛䠛

7. 2008
㻲㼍㼏㼑㼎㼛㼛㼗䈊
᪥ᮏ∧බ㛤

8. 㼕㻼㼔㼛㼚㼑㻌㻟㻳䈊
᪂Ⓨ኎
2008

9. 2008 䝸䞊䝬䞁䝅䝵䝑䜽

10. ᮍ᮶䜢䇾ண᝿䇿㻌䛩䜛䛣䛸䛿㞴䛧䛔

11. 01 どうやって未来を考える？
Dynabook
1972
ᮍ᮶䜢䇾ண᝿䇿䛩䜛
᭱ၿ䛾᪉ἲ䛿
䛭䜜䜢䇾Ⓨ᫂䇿䛩䜛䛣䛸
䈜䛯䛰䛧䚸᫬௦䛻ἢ䛖஦䜒㔜せ

12. ᗈ࿌㽢䝔䜽䝜䝻䝆䞊䛜஺ᕪ䛩䜛᫬௦
䝇䝍䞊䝖䜰䝑䝥䛻ὀ┠䛧䛶ᮍ᮶䜢䇾Ⓨ᫂䇿䛷䛝䛺䛔䛛䠛

13. Chapter.02
ᗈ࿌௦⌮ᗑ䛿
䝇䝍䞊䝖䜰䝑䝥䛾䜘䛖䛻
᣺䜛⯙䛖䜉䛝䛛䠛

14. Question?
ᗈ࿌௦⌮ᗑ䛿䝇䝍䞊䝖䜰䝑䝥䈊
䛾䜘䛖䛻᣺䜛⯙䛖䜉䛝䛛䠛
YES or NO

15. ᗈ࿌௦⌮ᗑ䛿䚸䝇䝍䞊䝖䜰䝑䝥䛾䜘䛖䛻᣺䜛⯙䛖䜉䛝䠛
http://www.youtube.com/watch?feature=player_embeddedv=wPCkEjcQcMw

16. Keyword.01 ᵓ㐀[ structure ]

17. Ad Agencies
ART
copy

18. ᗈ࿌䛵䛟䜚䛾䝏䞊䝮ᵓ㐀䛿䈊
㻡㻜ᖺ௨ୖኚ䜟䛳䛶䛔䛺䛔

19. Tech Startup

20. Instagram / Mike Krieger , Kevin Systrom
ART
code
᫇䛺䛜䜙䛾⤌⧊䜔⫪᭩䛝䛻⦡䜙䜜䛪䛻䇾Ⓨ᫂䇿䛧䛯

21. ᭱ప㝈ᐇ⾜ྍ⬟䛺〇ရ
䇾Minimum Viable Product䇿
ᕷሙ䛾䝣䜱䞊䝗䝞䝑䜽䜢ཷ䛡䜛䛯䜑䛻
ᚲせ䛺᭱ప㝈䛾ᶵ⬟䜢ᣢ䛳䛯〇ရ䛾䛣䛸
ᚲせ᭱ᑠ㝈䛷䜒䝸䝸䞊䝇䛩䜛䛣䛸䛜ᡂຌ䛾㏆㐨
at Sanfrancisco

22. Hustler Hacker Hipstar
᭱ప㝈ᐇ⾜ྍ⬟䛺ᗈ࿌௦⌮ᗑ
䇾Minimum Viable Agency䇿
䝝䝑䜹䞊
䝝䝇䝷䞊
䝠䝑䝥䝇䝍䞊

23. Keyword.01
ᵓ㐀[ structure ]
⤌⧊䜔⫪᭩䛝䛻⦡䜙䜜䛶䛔䛶䛿䚸
ᮍ᮶䜢䇾๰䜚䛰䛩䇿䛣䛸䛿䛷䛝䛺䛔䠛

24. Keyword.02 ሗ㓘[ compensation ]

25. ᡂᯝ
䜽䝷䜲䜰䞁䝖㻌䊻㻌ᗈ࿌௦⌮ᗑ

26. BUT…
ᗈ࿌௦⌮ᗑ㻌䊻㻌䜽䝷䜲䜰䞁䝖

27. ሗ㓘䚷䠙䚷ேᩘ䠛
䜽䝸䜶䜲䝔䜱䝤䛳䛶䚸䛣䛖䛔䛖䛣䛸䠛

28. ሗ㓘䚷䠙䚷ᡯ⬟䠛
⌮᝿ⓗ䛰䛜䚸ྍど໬ᅔ㞴

29. ሗ㓘䚷䠙䚷䝅䞁䝥䝹䠛
䛂䝅䞁䝥䝹䛃䛿౑䛔᫆䛟䚸
స䜚㞴䛟䚸ㄳồ䛧㞴䛔

30. ሗ㓘䚷䠙䚷ᡂᯝ䠛
Ḣ⡿䛷䛿ᡂᯝሗ㓘ᆺ䛾ᗈ࿌௦⌮ᗑ䜒Ⓩሙ

31. Keyword.02
ሗ㓘[ compensation ]
㛗ᮇⓗ䛺㈨⏘౯್䜢ṧ䛩䜒䛾䜢స䜛䛻䛿䚸ሗ
㓘䛾⪃䛘᪉䜒ኚ䛘䜛ᚲせ䛜䛒䜛䛾䛷䛿䠛

32. Keyword.03 ᛮ⪃[ process ]

33. Instagram
ẖ᪥౑䜟䜜䜛᪂䝃䞊䝡䝇

34. Uber
ẖ᪥౑䜟䜜䜛᪂䝃䞊䝡䝇

35. Square
ẖ᪥౑䜟䜜䜛᪂䝃䞊䝡䝇

36. ẖ᪥౑䜟䜜䜛
౽฼䛺䝃䞊䝡䝇䜢䛴䛟䜛䛾䛿
᪂⯆௻ᴗ䛾ᙺ┠䠛

37. 䛯䜙䜜䜀
If…

38. If…
䛯䜙䜜䜀

39. 䛯䜙䜜䜀
If…

40. CASE STUDY
ዪᛶ䛻ẖ᪥౑䜟䜜䜛㻺㼕㼗㼑䛸䛿䠛

41. ዪᛶྥ䛡䛾䝡䝆䝵䞁㻌䠙㻌ẖ᪥౑䜟䜜䜛䜰䝥䝸

42. ඲᪉఩䝁䝭䝳䝙䜿䞊䝅䝵䞁
360
365
ẖ᪥౑䛳䛶䜒䜙䛘䜛䝋䝸䝳䞊䝅䝵䞁

43. Keyword.03
ᛮ⪃[ process ]
㻟㻢㻜䚷䊻䚷㻟㻢㻡䚷䜈
ྂ䛔ᛮ⪃䛻ᅛᇳ䛧䛶䛿ᮍ᮶䛿స䜜䛺䛔䠛

44. Chapter.03
䜎䛸䜑

45. ᗈ࿌䛾ᮍ᮶䜢⪃䛘䜛䛯䜑䛾䝠䞁䝖
ᵓ㐀
[ structure ]
ሗ㓘
[ compensation ]
ᛮ⪃
[ process ]
㝵ᒙไ䛾
ᾏ㌷
᭱ప㝈䈊
ᐇ⾜ྍ⬟䛺௦⌮ᗑ
ே᪥䛾䈊
䝣䜱䞊
ᡂᯝ䜔㈨⏘౯್䛻
㐃ື䛧䛯ሗ㓘
㻟㻢㻜 㻟㻢㻡

46. Re - Question?
ᗈ࿌௦⌮ᗑ䛿䝇䝍䞊䝖䜰䝑䝥䈊
䛾䜘䛖䛻᣺䜛⯙䛖䜉䛝䛛䠛
YES or NO