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New Agency Models Drive Collaboration : IAB Keynote

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The Next $50 Billion will come from media, ad tech & publishing being a part of the creative advertising idea. Learn about how Sunday Dinner inspires collaboration with partners through our process of Active Briefing.

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New Agency Models Drive Collaboration : IAB Keynote

  1. 1. The Next $50 Billion will come from New Agency Models
  2. 2. Overview of Talk How the next $50 billion can come from new agency models, and from having the creative team being a part of the idea initiation. Slaby explained why relationship and collaboration matter. Today, we use media and technology in tactical and strategical ways. Yet, most of the time, creative agencies are not included in the briefing. Ideas usually struggle to go across silos between creative, media, digital, social, digital, PR, and specialist teams. 
 
 By bringing all those parties to the table early in the game, we can generate an active briefing and help build trust among teams who have always been wary of what each other does. The idea behind Sunday Dinner is to bring together people who can inspire an idea at the beginning of a brief.
  3. 3. How we use media & technology today STRATEGIC: 
 An asset to help shape ideas TACTICAL: 
 A vehicle to extend & amplify ideas It’s 2016. This seems like a no brainer right? But for ad agencies, this rarely happens.
  4. 4. In 10 years working with integrated creative agencies, the first time I ever had a Publisher or Ad Tech company in the room happened 3 years ago.
  5. 5. My creatives (at Ad Agency of the Year) wanted to explore an idea that involved a publisher. The risk with the media agency relationship was too great. It failed. I had a crazy idea and asked _____ Feed to come sit with us. Revolutionary!
  6. 6. We help brands + agencies sort out new ways to work together to
 get to better ideas.
  7. 7. By doing two things 1. Exposing brands to innovative talent 
 and technologies. 2. Facilitating new ways of collaboration through our signature tours, dinners, workshops, and Active Briefing.
  8. 8. Request Video Link
  9. 9. What is an idea today?
  10. 10. Our Brief Fictitious Client: Healthy Food Line Task: Awareness & Trial Audience: Millennials
  11. 11. 23 Stories to create & distribute with their editors & influencers Food truck @ SXSW + Morning Yoga w/ Soulcycle Tap Tastemade to integrate w/ original content Launch a recipe contest on Pinterest w/ Curalate Cast celeb chefs & health ambassadors to create micro-content on social Promote recipes in- store on digital screens Drive localized promotions through mobile ad networks Create shoppable pre-roll on Youtube before top food shows Use bluetooth to deliver content alongside product on shelf Partner with Blue Apron to launch healthy dinner kits Deliver embedded cart building recipes and recipes w/ Instacart What ideas pop up
  12. 12. It is Freaking Complicated.
  13. 13. Most of us will struggle to get one of those ideas executed.
  14. 14. CREATIVE MEDIA SOCIAL DIGITAL PR SPECIALIST TEAMS Why? Well, most brands still look like this
  15. 15. Their agencies don’t look any different CREATIVE MEDIA SOCIAL DIGITAL PR SPECIALIST TEAMS
  16. 16. IDEAS STRUGGLE TO GO ACROSS CREATIVE MEDIA SOCIAL DIGITAL PR SPECIALIST TEAMS
  17. 17. How do we get closer?
  18. 18. Everyone has super smart people. How they are cast & engaged is often the issue.
  19. 19. Step One: Give the right people a seat at the table.
  20. 20. Co-creation happens when you insert the right teams upstream in the process. > > > > and check in regularly.
  21. 21. Step Two: But who takes initiative to do this? 
 Enter the role of the orchestrator.
  22. 22. Brands digital creative publishers social innovation pr internal agencies innovation brand managers media Orchestrator specialist social channels CRM media ad Tech search The role of an orchestrator strategy Partners Agencies Agency Management Partner Management Procurement Consultant
  23. 23. Step Three: Facilitate a process of collaboration. We call it Active Briefing.
  24. 24. We call it Active Briefing Create an environment to surround & inspire teams with insights, tools, and technologies that help to bring to life strategic ideas.
  25. 25. Active Briefing 1 Part Inspiration 1 Part Play 1 Part Actively Solving for a Need EQUALS Endless integrated ideas 
 Build trust
  26. 26. How to accomplish • Brand defines the need & scale of the briefing • Agency relations or Sunday Dinner casts relevant partners to expand thinking,inspire and actively work on concept development. • A venue is designated • Coordinate pre-work required • Produce a day that brings together sharing and dynamic work sessions with a diverse mix of partners.
  27. 27. media pr social creative #2 Cast a dream team from agency pool #3 Support with service partners dream team publishers ad Tech social platforms #1 The brand creates a brief that includes a framework for comms strategy #4 Select execution partners ______FILL IN______ ______FILL IN______ ______FILL IN______ ______FILL IN______ How these steps support modern campaigns specialist ACTIVE BRIEFING rockstars ORCHESTRATION PROCESS
  28. 28. Tenants of any approach Strong marketing leadership from the Brand Orchestration of partners by a non-bias group Active collaboration efforts Culture casting of partners Unified communications strategy
  29. 29. Good news • Brands are becoming more courageous in their willingness to change. • The millennials are here & they want to collaborate. • Agencies of all size are demanding new relationships. • And in the meantime, there are always outside orchestrators who can make it happen.
  30. 30. Dinner is always a good idea.
  31. 31. About Lindsey Slaby Lindsey lives & works in Dumbo, Brooklyn. She runs Sunday Dinner. A company that exists to help brand marketers & independent agencies uncover new ways to work together for today’s modern business. Engagements often come together in the form of an agency tour, workshop or project assignment. Find out how brands like Diageo, Target, Microsoft, and Nickelodeon are using Sunday Dinner to design custom workshops with today’s modern talent. Read more thought leadership from Lindsey

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