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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.
New Agency Models Drive Collaboration : IAB Keynote
The Next $50 Billion will come from
New Agency Models
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
How we use
technology today STRATEGIC:
An asset to help shape ideas
A vehicle to extend & amplify ideas
It’s 2016. This seems like a no brainer right?
But for ad agencies, this rarely happens.
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.
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.
I had a crazy idea and asked _____ Feed
to come sit with us. Revolutionary!
We help brands + agencies
sort out new ways to work together to
get to better ideas.
By doing two things
1. Exposing brands to innovative talent
2. Facilitating new ways of collaboration
through our signature tours, dinners,
workshops, and Active Brieﬁng.
23 Stories to
create & distribute
with their editors &
Food truck @
SXSW + Morning
Yoga w/ Soulcycle
Tap Tastemade to
integrate w/ original
recipe contest on
chefs & health
store on digital
through mobile ad
pre-roll on Youtube
before top food
Use bluetooth to
Partner with Blue
Apron to launch
healthy dinner kits
and recipes w/
Everyone has super smart people.
How they are cast & engaged is often the issue.
Give the right people a seat at the table.
Co-creation happens when you insert the right
teams upstream in the process.
and check in regularly.
But who takes initiative to do this?
Enter the role of the orchestrator.
The role of an orchestrator
Facilitate a process of collaboration.
We call it Active Brieﬁng.
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.
1 Part Inspiration
1 Part Play
1 Part Actively Solving for a Need
Endless integrated ideas
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.
#2 Cast a dream team
from agency pool
#3 Support with service partners
#1 The brand creates a brief that includes a framework for comms strategy
#4 Select execution
How these steps support modern campaigns
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
• Brands are becoming more courageous in their willingness to
• 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.
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
Read more thought leadership from Lindsey