The Integrated Agency Model: Do we need one?
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Do we need an integrated agency model? Do clients need them? If we had to create one, why should we? How should we?
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The Integrated Agency Model: Do we need one?
- 1. THE INTEGRATION CHALLENGE DO MAINLINE & DIGITAL NEED TO CO-EXIST? HOW?
- 8. REMEMBER WHERE YOU SAW THEM?
- 11. WAS IT AN AD OR WAS IT ENTERTAINMENT?
- 12. DID YOU MENTION IT TO A FRIEND?
- 13. THINGS HAVE CHANGED ON THE CONSUMER SIDE
- 14. THEY DON’T CARE ABOUT ADS
- 15. THEY CARE ABOUT STORIES
- 16. EVEN IF BRANDS TELL THOSE STORIES
- 17. ABOUT PEOPLE LIKE THEM OR PEOPLE WHO LOOK LIKE PEOPLE THEY KNOW
- 18. AS LONG AS THE BRAND IS THE NARRATOR & NOT THE STAR OF THE STORY
- 19. THEY ONLY CARE IF IT IS WORTH REMEMBERING
- 21. WHAT’S HAPPENING ON THE CLIENT SIDE? Money ClientConsumer
- 22. A FLY ON THE WALL OBSERVED THE CHANGING CONVERSATION BETWEEN TWO BRAND MANAGERS OVER THE YEARS
- 23. NICE WEBSITE. WHO DID IT? CAN I GET THE CONTACT OF THE GUYS WHO DID THAT VIRAL VIDEO FOR YOU? I HAVE 200,000 FANS, HOW MANY DO YOU HAVE? YAAR, YEH TWITTER KYA HAI? INSTAGRAM! PINTEREST!! VINE!!! MY TVC GOT 1 MN VIEWS ON YOUTUBE! YOURS? KOLAVERI!! LET’S CREATE A KOLVAVERI TYPE VIRAL VIDEO HIT! BLOG HAI KYA? ACHCHA WOH INFLUENCER KITNA LETA HAI? I AM USING THIS ANALYTICS TOOL. PRETTY GOOD STUFF! I AM MAKING 50 VIDEOS FOR 30 LAKHS. CHEAPER THAN A TVC NO?
- 24. CLIENTS ARE NO LONGER HAPPY WITH ENGAGEMENT, THEY WANT BUSINESS RESULTS!
- 26. YES OVERALL BUDGETS HAVE GONE UP BUT AGENCY FEE IS GOING DOWN MORE MONEY BEING SPENT ON MEDIA BECAUSE MEDIA IS GETTING MORE FRAGMENTED AND MORE EXPENSIVE
- 27. INTEGRATION NEEDED TO GARNER NEW BUSINESS & ORGANIC BUSINESS GROWTH
- 28. THE WORLDS HAVE CONVERGED
- 29. ADS RUN 60 DAYS PEOPLE TALK 365 DAYS
- 30. TRADITIONAL MEDIA GIVES UP IT’S AUDIENCE ONCE THE CAMPAIGN IS OVER
- 31. DIGITAL MEDIA CAN LEVERAGE AND SUSTAIN THAT RELATIONSHIP FOR FUTURE USE
- 32. TECHNOLOGY HASN’T CHANGED THE COMMUNICATION LANDSCAPE. PEOPLE’S ADOPTION OF IT HAS
- 33. THAT’S WHY PEOPLE WATCH TV BUT TALK ABOUT IT ON TWITTER
- 34. SOCIAL MEDIA CAN DESTROY A BRAND’S REPUTATION FASTER THAN ADVERTISING CAN SAVE IT
- 35. TECHNOLOGY CAN DESTROY YOUR CLIENT’S BUSINESS FASTER THAN ADVERTISING CAN SAVE IT
- 36. REAL WORLD EMOTIONS AND INSIGHTS AIDED BY TECHNOLOGY WILL INSPIRE BRAND IDEAS
- 37. THE SIMPLE TRUTH
- 38. BRANDS DON’T NEED A DIGITAL STRATEGY
- 39. BRANDS NEED A STRATEGY FOR A DIGITAL WORLD
- 40. IN THE NEW REALITY, DO TRADITIONAL AGENCY STRUCTURES WORK?
- 41. CEO CREATIVE COPY ART STUDIO ARTWORK PRODUCTION FILMS STRATEGY CLIENT SERVICES Mainline Agency Structure
- 42. CEO CREATIVE DIGITAL SOCIAL DIGITAL STRATEGY CLIENT SERVICES TECHNOLOGY FRONT END BACK END MEDIA DISPLAY SOCIAL MOBILE SEARCH Digital Agency Structure
- 43. SHOULD THE INTEGRATED MODEL LOOK LIKE THIS?
- 44. CEO MAINLINE CREATIVE ART COPY FILMS STUDIO ARTWORK PRODN STRATEGY CLIENT SERVICES DIGITAL CREATIVE DIGITAL SOCIAL STRATEGY CLIENT SERVICES WEB DEV FRONT END BACK END MEDIA DISPLAY SOCIAL MOBILE SEARCH
- 45. DOES IT REALLY WORK?
- 46. TOO MANY STAKEHOLDERS TOO MUCH DUPLICATION NO CLEAR ACCOUNTABILITY PROCESS IS KING. NOT THE RESULT.
- 47. THE NEW INTEGRATED AGENCY STRUCTURE
- 48. PROJECT / CAMPAIGN / SOLUTIONS DELIVERY TEAM ART COPY CODE INSIGHTS&STRATEGY MEDIASOLUTIONS CRM/ANALYTICS CREATIVE CONSUMER ENGAGEMENT DIRECT PRODUCTION DESIGN PRINT MOBILE DIGITAL SOCIAL
- 49. THE INTEGRATED COMMUNICATIONS PROCESS
- 50. THE CONSUMER TRUTH MEDIA INSIGHTS PLATFORM INSIGHTS THE BIG IDEA EXECUTION PLANNING EARNED OWNED PAID ART COPY CODE MEDIA CONTENT PRODUCTION ACCOUNT MANAGEMENT SET GOALS TRACK
- 51. ITS NOT ABOUT 360 DEGREE CAMPAIGNS ITS ABOUT 360 DEGREE PEOPLE
- 53. @GaulinChief